Which Test Won TLE 2015: always be testing!

On the 15th and 16th of October Which Test Won organised TLE Europe (The Live Event Europe 2015). Which Test won owns the worlds largest online library with case studies regarding A/B tests and multivariate tests. The TLE event in Berlin experienced many highlights. In this article the most important learnings, tips and tricks are described.

Hans Drenth: Consultant and Speaker

Technology regarding Marketing Automation is developing continuously. Does this require marketers to know more about technology? In the interactive Tech Panel “Get Tech Savvy: Learn the Skills Your Career Advancement Demands” Hans discussed together with the other panel members Mike Batko (Cleverbridge) and Robert Hughes (Adobe Target) about the possibilities and usability of marketing tools. The 20151015_104856bmost important conclusion: keep tools simple for the user and always keep on testing.

Furthermore Hans introduced, in one on one consultancy sessions, companies to the som Sex and the City model. During these sessions Hans discussed how the various companies could improve their website focussing on the various personas described in this model.

A/B tests at Centraal Beheer Achmea

Centraal Beheer Achmea, one of som clients, also joined the event. Leon Terburg online business manager at Centraal Beheer presented the A/B tests that Canicas developed and executed together with Centraal Beheer. He showed the effects on conversion when changing the text on the CTA, adding an extra button and changing the images.

Furthermore, he also presented the effects of the Hobson choice test: adding a low impact link close to the CTA-button which ensures that people will consider both options. This wa20151015_095529by the desired CTA becomes more favourable and increased the amount of clicks on the button with 245% and actual conversions by 4%.

Maurice Pordon from Robeco uses a similar technique. They use the decoy effect in selling investment funds. They introduced a more expensive funds to make thRobeco was op WTW's TLE 2015e desired (from robeco’s perspective) product more attractive.

Top 10 TLE conversion tips

Ryan Urban, director at Which Test Won explained that on average for every 92 dollar spend on getting people on your website only 1 dollar is spend on conversion optimisation. Time for change! Here are 10 practical conversion tips:

1. No test team, but a test organisation

RBS logo

Royal Bank of Scotland realised something remarkable, they don’t have a test team but a test organisation. Giles Richardson explained that everyone in the organisation can set up tests. From directors to customer service: everyone is encouraged to set up and execute tests. Every department has their own “superstar DJ” who helps people setting up tests and assists them as much as possible. This approach leads to an average of 250(!) tests each year.

2. Optimise your data and not only your website

Often you own a lot of visitor data, you probably know where the visitor is from and which browser they use. This is valuable information about the visitor and how they use your website. Utilise this data wisely and increase your conversion.

3. Read your visitors ‘Digital Body Language’

Determine how your visitor, for example by mouse movements, reacts on your website. For example, if someone scrolls up and clicks the URL bar this is the right moment to offer an engagement action. Furthermore, also focus on ‘micro conversions’ offer your visitor content based on their behaviour and interests. Highlight product advantages as well, name the reasons why people should buy your product.

4. Match the needs of your visitors based on their experience. Don’t ask if they want to become a customer when they are already a customer.

Personalize the user experience, make sure that your offer fits the needs. If someone searches for luxury hotels don’t suggest cheap flight tickets. Don’t ask customers if they want to become a customer when they already are.

5. Take a step back and review your test process (product life cycle)

mybet logo

People often think they know what works on a website even tough good websites change constantly. Seon Keagh of MyBet.com explained that when they finish testing a page no one in the company looks at that page any more. However, the public does go back to that page. By using iterative testing major improvements can be reached.

 

6. Keep it simple, clear and concise

Only do the absolute essentials: what does the visitor has to see and know? Show the user what they have to do to reach the goal. MyBet showed that cleaning up the page can be very efficient, they removed financial quality labels from financial institution to reduce clutter on the page, which resulted in an increase in conversion.

7. Look deeper in the funnel

Always track the changes throughout the complete sales funnel, as a change can have a positive effect on the first step in the funnel but can have a negative effect in the last step in the funnel.

8. Use a clear, concise CTA button

Time of day, new or returning visitor all of this can influence your conversion but in the end a strong CTA is the most important.

9. Continuously remind your visitor to take action

Make it easy for visitors by reminding them that they are visiting your website to convert. But watch out that you don’t over do it.

10. Finally: Always be testing!

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