This is the video of a talk I did last month at Webstock in Wellington, New Zealand.
It's pretty different from a lot of stuff I've done. It's about being scared.
As I mentioned on Back to Work, Webstock is—what? Well. Webstock is unique. Truly. If you get the chance, you should go. Really.
I could not and would not have done this talk in this way had I had not been so inspired (and, frankly, so terrified) by the awesomeness of the other speakers, by the quality of their talks, and by the astounding graciousness and empathy of the audience that this particular event attracts.
Tash and Mike and their crackerjack team have made something really special here. I'm honored that they even invited me, and I'm insanely grateful for the care and hospitality that they showed to the speakers and to the attendees at every step of the way.
Seriously. Thank you.
So, yeah. I did something really weird at Webstock. Weird for me and, honestly, just plain weird for "a talk."
I'm not sure if it succeeded. But, I did the best I could to make myself (along with some really heroic friends and fellow speakers) into a legitimate guinea pig for a concept that means the world to me:
You can be scared and still do it anyway. Regardless of whatever it is.
Do you use a to-do list? Most of us have some kind of running list of tasks which we want to get done (even if we keep this list in our heads). And I expect that at some point, like me, you'll have had the experience of creating an extremely ambitious to-do list
A few weeks ago, we shared some of what we’ve been testing with the Highrise marketing page. We’ve continued to test different concepts for that page and we’ll be sharing some of the results from those tests in the next few weeks, but before we do that, I wanted to share some of how we approach and implement A/B tests like this.
Deciding what to test
Our ideas for what to test come from everywhere: from reading industry blogs (some examples: Visual Website Optimizer, ABtests.com), a landing page someone saw, an ad in the newspaper (our long form experiments were inspired in part by the classic “Amish heater” ads you frequency see in the newspaper), etc. Everyone brings ideas to the table, and we have a rough running list of ideas – big and small – to test.
My general goal is to have at least one, and preferably several A/B tests running at any given time across one or more of our marketing sites. There’s no “perfect” when it comes to marketing sites, and the only way you learn about what works and doesn’t work is to continuously test.
We might be simultaneously testing a different landing page, the order of plans on the plan selection page, and wording on a signup form simultaneously. These tests aren’t always big changes, and may only be exposed to a small portion of traffic, but any time you aren’t testing is an opportunity you’re wasting. People have been testing multiple ‘layers’ in their sites and applications like this for a long time, but Google has really popularized this lately (some great reading on their infrastructure is available here).
Implementing the tests
We primarily use two services and some homegrown glue to run our A/B tests. Essentially, our “tech stack” for running A/B tests goes like this:
We set up the test using Optimizely, which makes it incredibly easy for anyone to set up tests – it doesn’t take any knowledge of HTML or CSS to change the headline on a page, for example. At the same time, it’s powerful enough for almost anything you could want to do (it’s using jQuery underneath, so you’re only limited by the power of the selector), and for wholesale rewrites of a page we can deploy an alternate version and redirect to that page. There are plenty of alternatives to Optimizely as well – Visual Website Optimizer, Google Website Optimizer, etc. – but we’ve been quite happy with Optimizely.
Finally, we do set up some click and conversion goals in Optimizely itself. This primarily serves as a validation—visitor tracking is not an exact science, and so I like to verify that the results we tabulate from our Clicky tracking are at least similar to what Optimizely measures directly.
We’ve set up tally to respond to a phrase like “tally abtest highrise landing page round 5” with two sets of information:
The “conversion funnel” for each variation—what portion of visitors reached the plan selection page, reached the signup form, and completed signup. For each variation, we compare these metrics to the original for statistical significance. In addition, tally estimates the required sample size to detect a 10% difference in performance, and we let the experiment run to that point (for a nice explanation of why you should let tests run based on a sample size as opposed to stopping when you think you’ve hit a significant result, see here).
The profile of each variation’s “cohort” that has completed signup. This includes the portion of signups that were for paying plans, the average price of those plans, and the net monthly value of a visitor to any given variation’s landing page (we also have a web-based interface to let us dig deeper into these cohorts’ retention and usage profiles). These numbers are important—we’d rather have lower overall signups if it means we’re getting a higher value signup.
Tally sits in a few of our Campfire rooms, and anyone at 37signals can check on the results of any test that’s going on or recently finished anytime in just a few seconds.
Once a test has finished, we don’t just sit back and bask in our higher conversion rates or increased average signup value—we try to infer what worked and what didn’t work, design a new test, and get back to experimenting and learning.
(image) One of the things that pops out of the “Big Five” chart I just posted, at least if you stare at it a bit, are the places where each company needs to get strong, quickly. Apple is weak in social and one dimensional in ad solutions. Microsoft needs to improve its device products, build
So you’ve registered a domain. Congratulations. You’ve chosen the Wordpress theme you’re going to use, and isn’t it stunning? It’s got Widget support and everything. Well done.
Now you need to get your hosting sorted. You need to make perhaps the most important decision you’ll ever make with regard to your new blog or website. Who’s
This is latest the suit charging Google with the sale of a company's trademark to its competition through AdWords, Google's keyword search placement network. With Google AdWords, you create an advert for your website and decide which
The 2011 Frankfurt Motor Show is just around the corner, where Bentley is set to reveal its brand-spanking-new Continental GT Speed. Our intrepid spy photographers caught this Conti prototype out on the street completely uncovered, meaning there's little left for us to speculate about before the supercoupe's debut.
The Speed model is set apart from its kin by a more aggressive lower fascia and different exhaust outlets, but don't let the subtlety fool you - the real story is what's under the hood. Mum's the word on exactly what we can expect in terms of power, but seeing as how the last Continental GT Speed produced 600 horsepower, you'd be right to expect numbers north of that for the new one.
We'll have the full details come mid-September, if not sooner
You may have noticed that Freeze.com is sporting a new design as of today and while we plan to have a more detailed post on this, please let us know what you think of the new look in the meantime.
Enjoy the free downloads.
GetHighRanks is a leading website design and development company with a strong reputation, history, and expansive skill-set. We consistently deliver creative, scalable web designs and solutions that reflect the personality, needs, and vision of our clients.
Professional internet marketing company provides SEO services using the white hat SEO techniques by following the Google SEO guidelines. We also offer the best mobile SEO services, social media marketing and much more.
An effective system implementation and ISO certification produces varied edges to the business. A company that implements effective system in their organization will meet the requirements of its customers in an exceedingly a lot of skilled means, attracts new customers … Continue reading →
When thinking about talking with a social media consultant it is important for them to be innovative and productive. There are a lot of considerations to review before even meeting with a social media consultant. Why are you thinking about using social media? What are your goals? How much time can you devote? Who will
Every company is associated with the task of recruitment at frequent intervals of time. Recruitment is a big task, and lots of challenges are involved in the entire process so that the ideal candidates are hired for the vacant job role.
Now that Labor Day has come and gone, how do we move from“Those Lazy, Hazy, Crazy Days of Summer”(Nat King Cole) to the to-do lists that autumn requires? Whether we are returning home from actual vacations or simply getting back to the routines of daily life necessitated by resuming work, creative and/or school responsibilities, how can we help ourselves as we head into this new season?
People often seek out coaching to improve their efficiency by learning and improving their abilities to manage time, tasks, materials and space, establish routines, follow through on and complete chosen or assigned projects. Most people have the desire and often need to bring more order to their lives. They want to feel a sense of choice in what they are doing, to feel more in charge and not so out of control. Together in our coaching sessions, we spend time making sense of what it is they are doing or want to be doing. We categorize things, create to-do lists, establish schedules and routines and document calendars, set timers and alarms and work on accountability. We address the obstacles to chosen goals and create conditions for success. This is a challenging, dynamic, interesting and fun process requiring tenacity and hard work.
With all of this concentration on creating and implementing our to-do lists we often overlook the important steps necessary to build the strength and resilience necessary “to-do” all we desire.
As we work on the to-do lists in coaching, it is essential that we also build the strength and resilience necessary for everyone –and especially for those dealing with AD/HD and other executive functioning challenges— to deal with the details of daily life and the inevitable changes and challenges we encounter
The six elements we remain mindful of as we build strength and resilience are:
Much has been written about each of these, and the links shared below are only a beginning. As we work to establish the practices necessary to create strength and resilience, a fluid ebb and flow between the to-do and the to-be in our lives emerges. Everything gets easier!
Most men of today need both style and comfort while selecting their briefs clothing. Numerous companies offer outlines that are both classic and traditional. There is a wide range of fits to choose over including those that fit freely to the skintight underpants. Boxer underwear is one of the best Comfortable Underwear For Guys. Most […]
The tale that I’m about to tell you, might not be real, but the factor that it creates is amazing and it should be distributed to others. There are some structural repair that shouldn’t be done by do-it-yourselfers and architectural timber ray alternative is one of them. I was approached by a realtor who […]
The Asus PB278Q is the best WQHD monitor. (WQHD mean Wide Quad High Definition). The monitor have 27 inch and brighter then another product on different brand. The picture that displayed on the monitor is so detailed because the monitor have high resolutions that is 2560 x 1440.
Some of buyers say that the monitor has no black light bleed anywhere. We know that the low quality of monitor sometimes have a back light bleed and stuck pixels.
I think the monitor its deserved have a 5 star, because the clear and sharp resolutions and also easy on the eyes.