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Best Practices or Common PracticesWhich is it?

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10 SIMPLE TESTS 80% WIN RATE 14.79% AVERAGE LIFT 4.3%-38.7% LIFT RANGE

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THIS PRESENTATION IS NOT…1. Promoting one

common practice over another.

2. Saying common practices can replace a CRO strategy.

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THERE IS NO BEST PRACTICE

FOR ALL USERS. -Optimization Axiom

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BUT WHAT IS COMMON TO YOUR AUDIENCE IS BEST.

-Justindamus

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EFFICACY OF COMMON ELEMENTS1. Identify 10 common

elements. 2. Find pages that are

missing an element. 3. Test to see if it helps,

hurts, or does nothing.

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COMMON ELEMENTS CHOSEN

FORM FIELD REDUCTION

ACTIVE CTA

TOP LEFT HAND LOGO

OPTION REDUCTION

SINGLE STEP OPT-IN

ADDING ‘FREE’

NUMBERS IN HEADLINES

HUMAN IMAGES

SOCIAL PROOF

NO SLIDER

@jtrondeau

INDUSTRY BACKGROUND1. Business owners and

marketers 8/10 Tests 2. Survival enthusiasts

(Men from mid to upper income brackets). 2/10 Tests

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FOLLOW ALONG WITH THE CASE STUDY SLIDES

1. http://bit.ly/DM-CXL

2. Go to slide 29

@jtrondeau

10 common practices, 10 tests, 2 industries

Common Practice Converting Action

Page Type Common Practice Win?

Winning Variant Lift

Confidence Total Sample Size

Form Field Reduction

Opt-in LandingPage Yes 7.42% 99% 6,315

Standard CTA vs. Active CTA

Clicks BlogPost Yes 25% 98% 4,274

Top Left Logo Opt-in LandingPage No N/A - 2,476Reducing Options Purchase SalesPage Yes 38.7% 99% 3,239

Single Step Opt-In Opt-in LandingPage Yes 4.8% 96% 5,779Add FREE to CTA Opt-in LandingPage Yes 14.4% 99% 952(LMconverted

>50%)Use numbers in headline

Opt-in OSROffer Yes 18% 99% 7,143

Use an image of a person

Opt-in OSROffer No 18.85% 99% 7,163

Add social proof Purchase SalesPage Yes 5.7% 95% 6,582Stop using a slider Clicks Homepage Yes 4.3% 93% 9,708

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@jtrondeau

IT’S NOT ABOUT REINVENTION…IT’S ABOUT MEETING EXPECTATIONS.

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COMMON ELEMENTS, LAYOUTS, & FUNCTIONALITY MEET USER EXPECTATIONS.

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WHAT IS MARKETING?

Distance = Value

Your Product/Service

AFTERBEFORE

“Good marketing and copywriting simply articulates the move from the

‘BEFORE’ state to the ‘AFTER’ state…”

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DON’T THINK MARKETING WILL FIX A

BAD OFFER!

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GOOD OFFER BAD OFFER

OPTIMIZED

NOT OPTIMIZED

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Low Conversion Rates Are Caused By Either:

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POOR ARTICULATIONPOOR OFFER CONSTRUCTION

POOR OFFER/AUDIENCE MATCH

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If common practices are a way to improve articulation…

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…then they are useful to the optimization strategy.

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SO STOP WITH ALL THE HATE

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HOW TO APPLY COMMON PRACTICES

Gather base data

Challenge a variant that can potentially benefit.

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Create a page using a familiar layout (OMG

TEMPLATES) and include standard CPs

Get the page baseline. Continue to iterate and improve. New copy, dynamic content, etc…

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1. Find a page that isn’t performing up to par. 2. Ask “Would the addition of X improve the

experience?”

Test the variant

If Yes, then…

If No, THEN DON’T ADD/TEST

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WHO COMMON PRACTICES HELP1. Teams with limited dev

resources.

2. Companies without a testing culture or filled with office politics.

3. Teams with low traffic.

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FINAL THOUGHT

@jtrondeau

Thanks! Questions? Follow me on Twitter: @jtrondeau Connect on LinkedIn: http://linkedin.com/in/jtrondeau

@jtrondeau

Test cases from the table! They are in the same order as the test table.

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@jtrondeau

Results: 7.42% Lift In Opt-Ins Confidence:99% Test Duration: 2 Weeks

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4FormFields 3FormFields

Traf0ic 3187 3128

LMConversions 1,241 1,310

LMConversionRate 38.95±2.21 41.84±2.24

LMRelativeLift N/A 7.42%at99%Con0idence

TWConversions 54 65

TWConversionRate(ComparedtoLMConversions)

4.3% 4.9%

TWRelativeLift 13.95%at77%Con0idence

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@jtrondeau

Results: Slot 1 - 42% Lift in ClicksSlot 2 - 25% Lift in Clicks Confidence:97% & 98% Test Duration: 1 Week

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MixedCTA OnlyLearnMore OnlyGetCerti0ied

Traf0ic 2135 2154 2139

TotalCertLPVisits 428 406 419

TotalClickConversionRate 20.05±1.11 18.85±1.08 19.58±1.10

TotalClickRelativeLift N/A -6%at16&Con0idence -2.3%ata35%Con0idence

Slot1Clicks 27 39 47

Slot1ClickRate 1.26%±.31 1.81%±.37 2.20%±.41

Slot1RelativeLift N/A 43.2%at93%Con0idence 73.7%at99%Con0idence

Slot2Clicks 131 108 138

Slot2ClickRate 6.14%±66 5.01%±.60 6.45%±.68

Slot2RelativeLift N/A -18.3%ata5%Con0idence 5.1%at66%Con0idence

CertPurchases 11 10 11

CertPurchaseRate .52%±.20 .46%±.19 .51%±.20

CertPurchaseRelativelift N/A -9.9%at41%Con0idence -.2%at50%Con0idence

@jtrondeau

@jtrondeau

@jtrondeau

Results: No Difference :(

Duration: 4 weeks

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NoBranding DigitalMarketerLogo

MachineLogo

Traf0ic 840 832 804

Conversions 332 314 314

ConversionRate

39.54%±4.21 37.76%±4.25 39.07±4.36

RelativeLift 4.7%at51%con0idence

N/A 3.46%at37%con0idence

@jtrondeau

@jtrondeau

@jtrondeau

Results: 38.7% increase in sales Confidence:99% Test Duration: 2 Weeks

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@jtrondeau

@jtrondeau

@jtrondeau

WHY?!

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@jtrondeau

@jtrondeau

Results: 4.87% increase in opt-ins Confidence:96% Test Duration: 4 Weeks

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@jtrondeau

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Results: 14.4% increase in opt-ins Confidence:99% Test Duration: 5 Weeks

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@jtrondeau

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Results: 18% increase in opt-ins Confidence:99% Test Duration: 3 Weeks

@jtrondeau

@jtrondeau

Results: 18.85% increase in opt-ins Confidence:99% Test Duration: 3 Weeks

@jtrondeau

@jtrondeau

Results: 5.7% increase in sales Confidence:93% Test Duration: 2 Weeks

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@jtrondeau

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@jtrondeau

No Slider Slider

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Results: 4.3% increase in clicks Confidence:93% Test Duration: 2 Weeks

No Slider

@jtrondeau