7 CRO lessons learned after going through 100s of A/B testing case studies

HelloI am Taruna.Digital Marketer at Wingify, and absolutely awed by the power of A/B testing and <3 all things data.

What am I going to talk about?

7 LESSONS100s of A/B testing

campaigns

Lesson #1: If you want to make more friends, build less doors!

What this means?If you want more conversions:

Reduce clicksEliminate stepsAvoid URL changes

Example: 33.4% increase in conversion rate

Lesson #2: Imitate and learn, but don’t forget to be yourself i.e. sexy!

What this means?When copying best practices and going by the rule book, remember

Your target audience is very different from some other company’s

Just because another company got a win from an a/b test, it will not necessarily work for you

Example 1: When cross-selling and up-selling didn’t work…

5.6% increase in orders

Example 2: When social sharing button didn’t work…11.9% increase in clickthrough of CTA button

Lesson #3: If you’ve got it, flaunt it!

What this means?Clearly display on your webpages:

Your value propositionCompetitive advantage, if anySocial proof and other credibility indicators

Example: A/B testing testimonials increased conversion rate by 22%

Example: Showing price comparison clearly increased conversions by 10%

Lesson #4: Unless you’re too cool to need introduction, put your best foot forward!

What this means?Don’t shy away from adding:

Explanatory copy, credibility indicators and FAQs on your pages

*But of course, if you’re Facebook, Linkedin, Quora or VWO and people already love and adore you, you can just keep it simple and minimum.

Example: Adding FAQs & testimonials on lead generation page increased sign-ups by 373%

Lesson #5: The color of your CTA buttons is not going to get you sales!

What this means?Red is not a better color choice than green or blue or yellow. And

vice versa.CTA button color should be unique and in contrast to other colors on

your pageTrain your visitors with your website’s color key

Lesson #6: Don’t A/B test copy, A/B test the message!

What this means?Meaning, not the words, really matter.Test only those copy changes which will affect users’ decisions and

motivations.

Example 1: Sub-headline test increased conversions by 69%

Example: Headline test increased subscriptions by 10%

Lesson #7: Images convey a thousand words, use them wisely!

What this means? Don’t think of images just as glamour quotients of your webpages.

Example: Image A/B test increased conversions by 40%

dhanyawaad! Want more lessons? @Taruna2309

Edit: Here’s a sketch note made live during the talk by a dear friend who I absolutely adore. Thanks Aakansha <3