The 10 Weirdest A/B Tests Guaranteed to Double Your Business Growth

Larry Kim and Neil Patel

The 10 Weirdest A/B Tests Guaranteed to Double Your Business Growth March 2014

@larrykim @neilpatel #KISSwebinar

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Neil Patel KISSmetrics

@neilpatel

Larry Kim WordStream

@larrykim

Larry Kim is the founder and CTO at WordStream where he is contributor to both the product team and marketing teams. Larry is commi!ed to helping small businesses learn how to grow their businesses through search marketing.

Neil Patel is the co-founder of KISSmetrics, Crazy Egg and Hello Bar. He helps companies like Amazon, NBC, GM, HP, and Viacom grow their revenue. The Wall Street Journal calls him a top influencer on the web and Entrepreneur Magazine says he created one of the 100 most brilliant companies in the world.

1 Larry’s Weirdest A/B Tests

2 Neil’s Weirdest A/B Tests

Table of Contents

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Larry’s Weirdest A/B Test

1

The A/B Landing Page Optimization Gurus Have it Wrong

Warning: Lots of Data Ahead!

Weirdest A/B Test #1:The Classic A/BConversion Rate

Optimization Test Is Often Quite Silly …

We changed the: • Font Type • Spacing • Button Color • Image • Etc.

We got a 5% Increase in conversions!!

The Great Landing Page Optimization Fairy Tale

• The Early Lead Disappears! • We want to believe our hard work paid off

but we are often deluding ourselves…

Typical Conversion Rate Optimization Test

• Small Changes Result in Small Changes • The x% Increase you think you got often isn’t

significant!

Conventional Landing Page Optimization is Over-Rated

Re-Arrange Deck Chairs On the Titanic and ignore sinking

Weirdest Test #2:So … What’s a Good Conversion Rate?

What’s a Good Conversion Rate?

What’s a Good Conversion Rate?

Survey Methodology

Even the “Winner” is a Loser!

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Trees vs. Forest

Distribution Point

Conversion Rate Vs Average Comments

Average 2.35% Unremarkable

Top 25% 5.31% 2x Awesome

Top 10% 11.45% 5x Unicorns

Unremarkable vs. Unicorns

Distribution Point

All accounts Ecommerce Legal B2B Finance

Median CVR 2.35% 1.84% 2.07% 2.23% 5.01%

Top 25% CVR 5.31% 3.71% 4.12% 4.31% 11.19%

Top 10% CVR 11.45% 6.25% 6.46% 11.70% 24.48%

“Top 10% of accounts have a CVR 3x average” rule

Aim For 2-4x Increases Not 2-4%!

Landing Page Unicorns?! (+3x Avg. Conversion Rate!)

Weirdest A/B Testing Epiphany #3:

What Do Landing Page Unicorns

Look Like?

@larrykim, @perrymarshall

Hunting Landing Page Unicorns

1. Changing The Offer

The New Offer:

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The New Offer

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• Average or Below Average Conversion Rates • Ask Your Customers!

How to Know if your Offer Stinks?

2. Change The Flow (Reverse Funnel)

2. New Flow: Registration At End

2. New Flow: Quality vs. Quantity

New Flow: Quality vs. Quantity

Another Example of Changing The Flow

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Changing the Flow: Let Them Choose

of people who visit a website leave without completing the actions marketers want them to take

96%

Your Ad

Your%Site

X-

of people abandon their shopping cart without completing a purchase

70%

3. Use Remarketing as a CRO Tool

X-

Users who have visited your web site

Bring them back to your website

Opportunity to … • Turn abandoners into leads • Increase Branded Searches • Increase repeat visitor rates & engagement • Increase effectiveness of Landing Pages

3. Why I View Remarketing as CRO*

Weirdest A/B Testing Epiphany #4

You Need To Run 10 A/B Tests To Find 1 Unicorn

Name Percentile Relative Abundance

Vs. Expected Conversion Rate

Awesome Landing Pages

Top 25% 1:4 2x Higher

Unicorns Top 10% 1:10 5x Higher!!

Larry Kim (@larrykim)

Relative Abundance

But I Have 10 Landing Pages!

Larry Kim (@larrykim)

This is the same landing page with different spacing…

Weirdest A/B Testing Epiphany #5

It’s Not as Hard As You Think

80% of Traffic Goes to 10% of Landing Pages

The Bar for Landing Page Excellence is (Very) Low

You Don’t Need Dozens of Landing Pages…

But You Don’t Need Dozens of Landing Pages…

1. Most Landing Page Optimization = Rearranging Deck Chairs, Small % Changes (Often Insignificant)

2. Insane Landing Page Optimization = 2-5x Changes AND improve lead quality, too.

A Quick Recap

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Neil’s Weirdest A/B Test

2

6. Use GEO based data throughout your funnel !

Test Six

Don’t forget about these steps !

Test Six

Results

!!!!

20% increase in leads and 68% improvement in qualified leads as people felt the solution was more customized to them.

!!!

We found that targeting to a specific city decreased conversions by 19% as people felt creeped out.

Section OneWhat to avoid

7. Try using authentication

Test Seven

!!!

By pulling log in details from Google, we increased signups by 59.4%.

Section OnePeople are lazy

Test sign in versus sign up

Test Seven

!!!

Difference between sign up and sign in was. 22% Total conversion increase was a 94%.

Section OneWords ma!er

Focus on what’s new

Test Seven

• Using authentication at the end of your funnel isn’t as effective.

• You have to analyze your drop off rates per step to figure out where to use it.

Section OneWhat to avoid

8. Quizzes are more effective for lead generation !

Test Eight

Use interactive quizzes !

!

Test Eight

Difference was a 281% increase in leads

Section OnePeople love games

Make sure you use images !

!

!

Test Eight

• Make your quiz 5 questions • Use images when possible • Limit the choices per question to a

maximum of 4 options

Section OneTips

9. Free trials can increase cash flow !

!

!

Test Nine

• Increase cash flow by 60% • Decreased churn by 41%

Section OneThe data

Section OneWatch out for processing issues

By refunding anyone who complains and by charging a dollar for the trial (then refund it), you’re conversions will go up.

10. Double your revenue through 3 upsells

!

!

!

!

Test Ten

Make your first product affordable

Test Ten

Section OneTips

• Make you first upsell 3x in price • Make the second upsell 1.5x in price • Make the 3rd upsell 2x in price

Section OneDon’t make people re-enter their CC details

By asking for CC details on each step you will see a decrease in revenue by by 29%.

Questions? Shoot and we will do our best

to answer

THANK YOU

Larry Kim and Neil Patel @larrykim @neilpatel