If you’ve ever bought a product to get a bonus then this is the post for you.
Having something that will compliment an affiliate offer is something that will skyrocket your conversions and make you a lot more sales. As you will learn in the video above this needs to be done properly or you can
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.
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
Apparently Justin Timberlake has performed a screen test for the roll of Hal Jordan/Green Lantern in the DC Comics based, space opera movie, Green Lantern. Someone please pinch me, wake me up and tell me this is all just a bad dream,
Made up of the three cellists, Eicca Toppinen, Paavo Lötjönen, and Perttu Kivilaakso, as well as drummer Mikko Sirén, all from Helsinki, Findland, I was very entertained and very impressed. Being a cellist and a drummer myself,
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
Most Internet-based businesses have TONS of testimonials sitting in their databases… and these testimonials have no other purpose but to be featured in their sales letters.
But how many people actually read sales letters? The more sales-y a page is, the odds are against a person actually reading it.
So here’s a simple, but pretty wild idea
Well, it’s official. The partnership which will lead to the blending of the “other search engines” Yahoo and bing, has been given the government seal of approval by both the US Department of Justice and the European Commission.
The integration of the two engines will be started immediately and it will take until 2011 before the
This Thursday night, a good friend of mine asked my advice on a few pieces she found when cleaning her closet that were old but she wasn’t quite ready to part with yet.
There were a few items - a purple tinted leopard print cotton t-shirt, an odd leather and polyester blend calfskin brown coat, and a
Fusion BPO Services offers first- rate inbound call center outsourcing solutions such as customer service, inquiry handling, IVR, direct mail response, sales lead qualification, email and chat support, answering service and helpdesk solutions.
Dubai real estate demand has started to grow again, attracting a lot of new clients interested in property investment. In particular investors seems to have more interest in palm jumeirah real estate. Property gurus in Dubai also recommend to invest … Continue reading →
When we think of ski vacations, we think of expensive trips with lots of added items on the side. So, we usually don’t go. But if we could afford it – why not? There are some basic shortcuts we can use in order to have a wonderful time, doing something that is different and fun,
We live in a superficial and materialistic world. Outward appearances are important for getting the right job, moving ahead in career, finding the right life partner, and generally feeling good about self. Therefore, a great deal of money is spent by men and women on improving their looks and maintaining them with declining age. However, […]
Essentially, by amalgam some axiological techniques are able to admonition you lose weight. You can do a little exercise in your routine, such as walking the street, up the stairways, or cycling. Working out or concrete action at accurate time durations, afterward the conditioning accepted at the gym, afterward the alleviation methods, or bathe continuously. […]