This document provides an introduction to A/B testing and conversion rate optimization for WordPress websites. It discusses how A/B testing works by comparing two versions of a site to see which performs better, and how almost any element that impacts visitor behavior can be tested, such as titles, images, buttons, and more. The document also outlines the process for A/B testing, including understanding the site, developing a hypothesis, creating alternatives, analyzing results, and repeating. It recommends tools for A/B testing in WordPress without using external software.

1. A/B Testing for WordPress
Conversion Rate Optimization
Introduction to

2. index
0 Conversion Rate Optimization
02A/B Testing Understanding your web
03Case Studies Where to start
04Step by Step A/B Testing for WordPress
1

3. I want to improve my website
Increase subscriptions to my mailing list
Make visitors spend more time on my web
Convert visitors into customers
Get more sales
What can I do?

4. Engage more visitors
Improve the percentage of visitors
that are converted into customers

5. What is a Conversion?
A conversion is the action that
we want our visitors to take in our web
How can we measure it?
Conversion
Rate = Total Visitors
Converted Visitors
If my web gets 100 visitors per month and 5 sales
the conversion rate of my web is 5%

6. Average Conversion Rate
by Business Area

7. How can I increase
my conversion rate?
Understand what is happening
1
Using Web Analytics Tools
Creating Surveys for Visitors and Customers
Making Usability Studies
Most important pages on my web
Landing Pages
Exit Pages
Difficulties identified by users
or usability experts
Discover

8. How can I increase
my conversion rate?
Test Potential Improvements
2
Nobody knows what ideas will work
We use A/B Testing
We need to check statistically
what changes really work
We need to measure their real impact

9. What is A/B Testing?
comparing 2 versions
of a web
to check which one
performs better
(in fact, we could compare more than 2 versions)

10. What could we A/B test?
Almost anything in your web that has an impact in your visitors’ behavior can be tested
Titles
CSSs
Testimonials
Action buttons
Prices
Promotions
Trial period durations
Links
Images
Forms EmailsTexts
Layouts
Landing Page
Menu
Logo
Purchasing Processes
Footers

11. Start creating an alternative
that you think will improve your conversion rate

12. These are your visitors

13. Some see the original version,
some see the alternative one

14. in order to determine which version
gets more conversions

15. How can I be sure that
I’ve made the right decision?

16. Calculating Statistical Distributions
Visitors
that see A
Visitors
that see A
and convert
Visitors
that see B
Visitors
that see B
and convert
(if any)
Confidence level
of the results
in percentage (%)
Alternative that gets
better results
in the A/B Test
(with confidence levels
>95% we can be sure that we
made the right decision)
Effective A/B Testing Ben Tilly
http://elem.com/~btilly/effective-ab-testing
Statistical
Algorithms

17. The A/B Testing Process
The scientific method applied to testing
Understand your website. Analyze areas for improvement1
Build a hypothesis. What can I change to improve my website?2
Create different alternatives based on the hypothesis3
Create an A/B Test. Put your hypothesis to the test4
Analyze the results. Is there a winning alternative?
Which is the confidence level?
5
Draw conclusions and start over6

18. That’s bullshit!
I already know which version works best
I don’t need to A/B test it
whichtestwon.com
go and check whether you’re right or not

19. A/B testing button colors
The Red button achieved 21% more
clicks than the Green one with 95% confidence

20. A/B testing featured images
Asian achieved 30% more
conversions than European

21. A/B testing featured images
Asian Female achieved 15% more
Conversions than Asian Male

22. a team at Google couldn’t decide between two blues
they tested 41 shades between each blue,
showing each one to 1% of their visitors
to see which one performs better
$200 million of benefits

23. Yes, you can A/B test everything.

24. I cannot A/B test with my current traffic!
My website is too small

25. Recommendations
for A/B testing small webs
Test High-Impact Elements Reduce the number
of alternatives
Build Radical Alternatives Use Broad-Spectrum Testing
Make Sequential Testing Attract Traffic for your Test
Landing page, banners, pricing tables…
More impact implies obtaining results quicker
Less options means less time
to obtain significant results
Implies getting greater conversion rate differences,
and therefore, obtaining results quicker
Test elements that appear in several pages
Accumulate traffic and get results quicker
Measure conversions of one version at a time
Each version gets 100% of traffic
Use advertising campaigns during the test
Notify your mailing list to get more visits

26. How can I do it in WordPress?

27. A/B Test
of Posts
A/B Test
of Pages
A/B Test
of Titles
A/B Test
of Themes
A/B Test
of CSS
Heatmaps
and Clickmaps
Nelio A/B Testing
for WordPress
And more…
Do it all from your WordPress Dashboard. No external tools required. Fully integrated.

28. Step by Step
Testing Different Featured Images

29. Something to Remember
comparing 2 versions of a website
to see which one performs better
What is A/B Testing?
anything that may affect the
behavior of your visitor
What can I A/B test?
first analyze, then act, and
finally repeat
What process should I follow?
with Nelio A/B Testing
we make it easy
How can I do it in WordPress?

31. A/B Testing a WordPress site
has never been this easy!
Let’s optimize today with wp-abtesting.com