A/B Testing: SAP increases conversion 62% by using images. Today at 2:00 p.m.
EDT, I’ll be interviewing Shawn Burns, Vice President of Digital Marketing, SAP, during the MarketingSherpa webinar, “Testing: A discussion about SAP’s 27% lift in incremental sales leads.” We’ll be discussing Shawn’s team’s impressive four-year effort to create a Test Lab within SAP, complete with the politics, change management and talent gaps involved in any truly transformative marketing initiative. But first, right here on the MarketingExperiments blog, let’s take a look at one of SAP’s tests from this Test Lab initiative … Background: SAP identified the “Spotlights” section on SAP.com as a key area at driving traffic to deeper levels of the website, where more topically specific content can be engaged. This area was very text heavy. Goal: Increase the level of engagement (as measured by clicks in the areas’ CTAs). How We Increased Lead Form Conversions By 35% (The quick and non-techy way) A/B testing can be costly and frustrating.
If you aren’t careful, conversion testing can cost a ton of money and time — particularly if you don’t have the technical expertise to make changes to your website. But it doesn’t have to be this way. Our company, SmartShoot, found a way to increase leads on our website very quickly and easily by testing the right thing. Let me explain… How to choose what to test (This is important) Let me give you some context: SmartShoot connects businesses and individuals with professional photographers and filmmakers.
For our business to succeed, we need businesses and individuals to do three major things: Fill out a Project Request FormCreate an accountPublish the Project Request But, like many websites, we get a ton of traffic to our home page. Our goal is to get more people past step 2 — the Project Request Form. So, we took a long, hard look at the Project Request Form. 262% increase in lead rate. Here is a test from our Landing Page Optimization online course … Background: A B2B company offering business VoIP telephone services Goal: To increase the number of quote requests Primary Research Question: Which quote process will generate more total leads?
Approach: Multifactor split test By minimizing friction and overcorrecting for anxiety (for example, adding a “Product of the Year” and Better Business Bureau seal, along with copy about “no contracts, zero setup fees …”), the treatment was able to outperform the control by 262.3% in a multifactor test. You can learn more about this case study, as well as how to reduce anxiety and friction, in the paid MECLABS Landing Page Optimization online course, now in a new HD video format.
Related Resources: Landing Page Optimization: 3 tools to help you optimize in 2013. Career advice from A/B testing: "don't ask too many questions" I love split testing – Visual Website Optimizer Blog. Posted in A/B Split Testing, Case Studies on January 16th, 2013 I recently came across an article at Askmen.com titled “Habits Bosses Hate“.
The author insists that one of the habits that makes one a pain to work with is “You ask too many questions“. That was a shock. I’ve always heard the career gurus saying that one should be inquisitive and always be questioning. So how can asking questions be a bad thing? While I’m sure said gurus and people who give famous quotes have their own reasons for promoting a culture of questioning, the truth about professional life is that no one likes being asked too many questions. Asking too many questions, especially too many stupid questions, is among the habits bosses hate and can quickly become aggravating.To begin, they are a fundamental waste of the boss’ time and an emblem of inefficiency. Please keep the highlighted words in the above paragraph in mind, because I’m going to show you they are fundamental to increasing your conversions. The Result. A/B testing case study: removing navigation menu increased conversions by 100%
Posted in A/B Split Testing, Case Studies on December 15th, 2011 Usually navigation menus are common across all pages of a website.
But, should you have navigation menu on a landing page as well? Or, should your landing page be unique in itself and there is no need to include global navigation menu? This is a perfect case for A/B testing and one of our customers, Yuppiechef, did this test and found out that removing navigation menu doubled their conversions. Yuppiechef is a leading online store selling premium kitchen tools throughout South Africa. Removing navigation menu increases signups by 100% Yuppiechef wanted to increase the rate of Wedding Registry signups (conversion goal) generated from the Wedding Registry landing page on their website. Behind the scenes: Highrise marketing site A/B testing part 1.
We’ve been testing design concepts at highrisehq.com since this past May.
I want to share with you the different designs and their impact on Highrise paid signups (“conversions” for the jargon inclined). We have assumptions about why some designs perform better than others. However we don’t know exactly why. Is it the color of the background? Is it the headline? Note that designs that win for us may not necessarily win for you. The original page The original design had served us well for the past year. This page would be our baseline for the first round of A/B tests. Long form sales letter Ryan Singer posted a link to Visual Website Optimizer’s “Anatomy of long sales letter” blog post in our Campfire chat room one day. We decided that in the amount of time we took to debate the technique we could have made an A/B test to prove it right or wrong. Ryan and I worked together on the long form approach. Ongoing tests You may notice that the Highrise homepage looks different again.