A/B Testing for WordPress

Conversion Rate Optimization

Introduction to

index

0Conversion Rate Optimization

02A/B Testing Understanding your web

03Case Studies Where to start

04Step by Step A/B Testing for WordPress

1

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?

Engage more visitors

Improve the percentage of visitorsthat are converted into customers

What is a Conversion?

A conversion is the action that we want our visitors to take in our web

How can we measure it?

ConversionRate =

Total Visitors

Converted Visitors

If my web gets 100 visitors per month and 5 sales

the conversion rate of my web is 5%

Average Conversion Rateby Business Area

How can I increase my conversion rate?

Understand what is happening1

Using Web Analytics Tools

Creating Surveys for Visitors and Customers

Making Usability Studies

Most important pages on my webLanding Pages

Exit Pages

Difficulties identified by users or usability experts

Discover

How can I increase my conversion rate?

Test Potential Improvements2

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

BAWhat 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)

What could we A/B test?

Almost anything in your web that has an impact in your visitors’ behavior can be tested

Titles

CSSsTestimonials

Action buttons

Prices

Promotions

Trial period durations

LinksImages

Forms EmailsTexts

Layouts

Landing Page

Menu

Logo

Purchasing Processes

Footers

Start creating an alternativethat you think will improve your conversion rate

These are your visitors

Some see the original version,

some see the alternative one

in order to determine which version

gets more conversions

How can I be sure that

I’ve made the right decision?

Calculating Statistical Distributions

Visitors that see A

Visitors that see A

and convert

Visitorsthat see B

Visitorsthat see B

and convert

(if any)

Confidence levelof the resultsin percentage (%)

Alternative that getsbetter resultsin the A/B Test

(with confidence levels>95% we can be sure that we

made the right decision)

Effective A/B Testing Ben Tillyhttp://elem.com/~btilly/effective-ab-testing

Statistical Algorithms

The A/B Testing ProcessThe 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

That’s bullshit!I already know which version works best

I don’t need to A/B test it

whichtestwon.comgo and check whether you’re right or

not

A/B testing button colors

The Red button achieved 21% more

clicks than the Green one with 95% confidence

A/B testing featured images

Asian achieved 30% more

conversions than European

A/B testing featured images

Asian Female achieved 15% more

Conversions than Asian Male

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

Yes, you can A/B test everything.

I cannot A/B test with my current traffic!

My website is too small

Recommendationsfor A/B testing small webs

Test High-Impact Elements Reduce the numberof 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 pagesAccumulate traffic and get results quicker

Measure conversions of one version at a timeEach version gets 100% of traffic

Use advertising campaigns during the testNotify your mailing list to get more visits

How can I do it in WordPress?

A/B Testof Posts

A/B Testof Pages

A/B Testof Titles

A/B Testof Themes

A/B Testof CSS

Heatmapsand Clickmaps

Nelio A/B Testingfor WordPress

And more…

Do it all from your WordPress Dashboard. No external tools required. Fully integrated.

Step by Step

Testing Different Featured Images

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 Testingwe make it easy

How can I do it in WordPress?

A/B Testing a WordPress site

has never been this easy!

Let’s optimize today with wp-abtesting.com