The value of site testing

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#GAUCSydney

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Always be testingAlex SpezialiPerformance Consultant Google Australia

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How good is your gut?

Revenue per visitor

+6.3%

Source: WhichTestWon.com

vs

Version A Version B

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Marketers spend $92 to acquire traffic and

$1 to optimise it

Source: Adobe 2012 Digital Marketing Optimisation Survey

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Visitors spend an average of 8 seconds before deciding whether or not to remain on

a website

Source: MarketingSherpa, Landing Page Handbook, 2005

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Test variations of the same page

Customers Visit your Website

1/3 visitors

1/3 visitors

1/3 visitors

14% Make Purchase

20% Make Purchase

2% Make Purchase

Customers Convert

Original

Combo 1

Combo 2

What is site testing?

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7

HiPPO:Highest Paid Persons Opinion

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Look at the bottom line

Before Site Testing After Site Testing

It’s easier to double revenue by doubling conversion rates than by trying to double traffic

People who arrive on your site = 10,000People who convert (2%) = 200Gross profit per sale = $50

Total Return = $10,000

People who arrive on your site = 10,000People who convert (4%) = 400Gross profit per sale = $50

Total Return = $20,000

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Introducing Google Analytics Content Experiments

www.easyjet.co.uk/1

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Introducing Google Analytics Content Experiments

Set up Experiments Easily Free! Fully integrated into GA Use GA goal conversions Only one tag per experiment

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Pick a good test page

• Start with the end in mind

• Does the page have a clear goal eg landing pages

• Does it have substantial traffic

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What should you test?

Source: Joshua Porter, Hubspot

MOTIVATION

FRICTION

Converted

Consider the main barriers to conversion

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What should you test?

images, offers, USPs, page copy (headlines, buttons), social proof

INCREASE DESIRE - PERSUASION

REDUCE EFFORT- EFFICIENCYpage layout, navigation, clear call to action, speed

Focus on site elements that build persuasion and efficiency

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Need inspiration?

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Start small, start now

• 20 minutes to set up

• 1 week to collect data

• 87.5% lift in clickthroughs

Source: WhichTestWon.com

vs

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Taking your site revenue to new heights

Time

Con

vers

ion

Rat

e

Your currentconversion rate

Sales without testing

12% increase

9% increase

13% increase

19% increase

SalesAfter Testing

64% increase

Small improvements, taken together, yield huge results

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questions and comments to

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