How To Grow Your Conversion Rates with an A/B Testing Calendar You want to grow your conversion rates, right? One of the best ways to do that is with A/B testing.

If you’re wondering what A/B testing is, here’s a definition: simply put, A/B testing is split testing.

Here’s an easy, real life example. You own a coffee shop, and you want to see which type of packaging sells best. You offer a green package and a yellow package. You test them for one month. In the end, you learn that people buy the same flavor of coffee more often when it’s in the green package.

You just conducted an A/B test.

As it pertains to website conversion rates, A/B testing is the comparison of two versions of a web page to see which one works better – page A or page B. You compare the two, see which one converts better, and you move forward with the one that has a higher conversion rate.

A/B testing takes you from “you think” to “you know.” You might have “thought” people would like the yellow package, but after the test, you realized the green sells better. The same thing applies to website marketing.

A/B split testing allows you to spend your online dollars wisely because you learn what drives your customers and compels them to take the desired action.

In this article, we’re going to talk about how to grow your conversion rates with an A/B testing calendar.

You’re probably thinking, What the @&%# Jon?!?! Who cares about a stupid calendar? That isn’t going to increase anything. I have a My Little Pony Calendar from 2013 sitting on my desk, and it does nothing but collect dust.”

OK, got it. You’re right, sort of. Putting your strange fetish in desk calendars aside, a testing calendar keeps you testing, even when you don’t want to. When you’ve grown bored or frustrated or are just to busy cleaning out the 31,384 emails that accumulated in your email box before the end of the year.

To be successful, you must be disciplined and keep pushing. After a while you will gain insights and break-throughs you never thought possible. Put a calendar together and kick yourself in the ass and get moving. These are the basics that actually work. The results WILL come!

Make a Plan

You don’t want to be testing just for the sake of testing. You want to amplify your conversion rate optimization, so you want a plan, a guide that moves you forward on a profitable path.

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Creating a successful business has always been more than simply opening shop and waiting for customers to find you. When you’re trying to improve your business, you need to have a great marketing plan, and that includes a comprehensive social media strategy. If you want to entice customers, you’re going to want to consider having a great company Facebook page.


Image via Flickr by Bruce McKay

Select Your Page Type

The first thing you need to do when you’re creating a business page is to select the proper type of business. Pages are listed together in their different categories. If you want people to be able to find your business and interact with your company easily, this first step is crucial.

Facebook currently has six different categories you can choose from for your company:

  • Local Business or Place
  • Company, Organization, or Institution
  • Brand or Product
  • Artist, Band, or Public Figure
  • Entertainment
  • Cause or Community

There are many instances where these categories overlap. For example, a local, non-profit theatre group could select entertainment, local business, or cause/community. It all depends on what the organization wants to focus on. Choose the section that will be most beneficial to your business. (more…)

The digital arena is a nonstop, attention-grabbing powerhouse that’s changing the marketing landscape by the millisecond. If your marketing efforts aren’t millisecond-optimized and ready for real-time, then your audience will walk out of the theater before the show is over. To better achieve marketing success on a digital level, here is a basic explanation of real-time marketing and how it’s teamed with real-time analytics to bring your online marketing to new heights, especially on your landing pages

Real-Time Marketing in a Digital Nutshell

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Image via Flickr by DJ_Noddy

Online marketing is a tough nut to crack. All idioms aside, it’s also essential for businesses wanting to reach a massive customer base. Because of this, a real-time marketing approach is an effective way to reach audiences on aclose-to-immediate timescale.

Real-time marketing is an inbound approach that relies on social media and other digital avenues to advertise to customers based on potential sales opportunities. The idea of “real-time” comes into play with the delivery of the advertising itself. (more…)

Is your landing page conversion rate not where you want it to be? Sometimes you just need to change things up on your website and get a new look. When you use A/B testing, you have two separate landing pages. Some of your traffic is sent to one page, site “A,” while the rest is sent to site “B.” Each landing page is slightly different, allowing you to gauge and experiment visitor reactions. With A/B testing, you’re able to find the best placement for items on your page, colors, and more to maximize visitor conversions.

How to Make Changes

bucket testing

One of the first things you’ll want to consider when thinking about doing A/B testing is what changes to make. There are a variety of things that you should reposition or completely change on your website that will enhance your conversion rate: (more…)

Have you ever been in a meeting when everyone started throwing around acronyms? It gets a little confusing. Since many of these acronyms are either interchangeable or similar, that makes it even harder to follow. Let’s try to decode some of the most notorious marketing acronyms.

1. AOV – Average Order Value


Image via Flickr by Anthony Easton

Averages are all the rage in marketing and sales. When you know your average order value, you can state this in marketing letters, inquiries, and more. Of course, knowing your AOV isn’t going to tell you what’s wrong with your site, but if your AOV is low it can help you realize if you have some work to do. (more…)

If you have a website, you need to make sure that you market it well. However, to do that, you need to know exactly what your customers are looking for. There are a variety of ways to do this, but the two most debated options are A/B testing and multivariate testing. What are the differences? Which is better for your site?

Learning the Basics of the Two

First, you need to understand the differences between A/B testing and multivariate testing. There are several key differences, so establishing those is the first move creating the most effective landing page.

  • A/B testing – After creating two versions of a website, you split the traffic coming to your site evenly between the two.
  • Multivariate testing – You only have one version of the website. You are testing a variety of elements inside the page, to see what is most popular.

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If you browse our blog regularly, you may have noticed a little green tab at the bottom of the page that reads “Chat with us!” – if you ever come across it, feel free to chat with us! There’s a real person behind it and we don’t bite!

We are always looking for the next best thing for conversion rate optimization, and we’ve noticed lots of websites are popping up with live customer support chat. People usually want instant customer service, rather than calling a 800 number and waiting on hold for 15 minutes for a question that takes 30 seconds to answer. Elements like this can also help decrease shopping cart abandonment, as they can get their questions/concerns dealt with in real time. There are a couple different options in this space, but we decided to go with Olark.

Setting up Olark is extremely simple to install, even more simple if you have a dynamic website. All you need to do is take the code they give you and paste it in your HTML code, thats it!

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200px-Seuss-cat-hat

Dr. Suess wrote The Cat in the Hat with only 236 words, so his editor bet him that he couldn’t write a book with only 50 different words. Dr. Suess won the bet with Green Eggs & Ham, which became one of the best-selling children’s books of all time.”

This is a quote from my favorite chapter of Steal Like an Artist titled “Choose What to Leave Out”, and it applies directly to EVERYTHING in CRO.

Communicating rich thoughts and ideas with minimal waste is called “word economy” when we’re copywriting or designing headline experiments.

This is directly applicable to minimizing  page elements, focused messaging, effective elevator pitches, or building your deck.

On the CRO side alone I’ve written out several examples of this concept in motion:

Simple, beautiful and distilled messaging ALWAYS wins in my experience.

Kind of like this: “Full service conversion rate optimization on a performance basiscontact us today!

Data keeps your landing page optimization strong. The trouble is that some marketers are lazy with data. They get a report every month. They look at cost. They look at revenue. They throw it away and charge forward.

We want you to be the other marketers – the ones who understand “no pain, no gain.” You have to dig into data to maximize revenue, and testing is only the beginning.

Here are three metrics to start your optimization-fitness program and what to do with them:

Metric #1. Bounce rate

You know this nasty little critter. The bounce rate tells you one of two things:

  1. The percentage of visitors who saw your page and immediately left
  2. The percentage of visitors who hit your page and did not clickthrough

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Imagine a father is at the ballpark with his son. Two vendors hear the kid whining about being hungry. One vendor yells “hotdogs!” The other tells the father that he can shut the kid up for $5. He gets the sale. Why? Because he uses targeted landing pages. A bit more advanced strategy for your landing page optimization process.Targeted landing pages sell hotdogs

A targeted landing page speaks directly to the needs of a specific type of customer. It connects on a deeper level because it’s not just yelling “hotdogs.” It’s selling a solution to a specific need – and that increases conversion rates.

When done well, a targeted landing page will always have a higher conversion rate than a generic landing page. There are too many types of customers for a single, generic page to satisfy. The page will yell “hotdogs!” and everyone will wonder “why should I care?”

Target one customer at a time

Let’s say you’re a flood insurance company and you want people to fill out a form to request a quote. You could use a single landing page that emphasizes “coverage you can count on.” OR you could use a different page for each type of visitor.

Here are three examples: (more…)