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StartUp FASHION On a mission to help independent designers make a living doing what they love. Images: Consider two different images in the email body to which ones may help persuade the reader to click through to the content.
Opening Paragraphs: Most individuals preview emails in their inbox before opening which includes the first couple sentences of the opening paragraph of the email.
CTAs: Calls to Action are a great way to drive traffic to your site, get readers to redeem an offer, sign up for a newsletter, and more.
Takeaway: Whatever items you decide to test, just choose a handful (so as not to get overwhelmed in items being tested and ensure they don’t mess with the results of another). The most valuable insight from a test is not the winning version, but the learning experience about the customer. Get the first test running very quickly, it will help showing management how important it is and help the tester getting support and budget for testing. Testing is not limited to landing pages or campaigns, it should be implemented across the website, wherever visitors are abandoning the website and wherever the website is leaving money on the table.
Money Generating Machine - since the outcomes are very measurable and we can see how much money we earned as a result of testing, it is very easy to prove how testing can pay for its expenses. Improved Customer Experience - as mentioned above, one of the most important outcomes of testing is to understand customers and create better experiences on the website, not always related to the page tested or to the ultimate conversion.
Granularity of results: since it is a full factorial experiement, Multivariate tests show which elements are the best performing separately and the correlation between the elements. No redirects: since all elements tested are inside the page, there is no need to redirect from the original page to the tested pages. Less design resources: since we will be testing different designs to existing elements in the page, this will not require too much design, which might be a scarce resource in some organizations. Faster Results: since AB tests usually experiment with a few pages, and not a combination of many elements and their interactions, it give results much faster.
This section was inspired by slides created by Bob Garcia and Frans Keylard from Webtrends (see Slideshare embedded in the end of the article). As with all other website optimization efforts, in the end of the day the success will depend on three main factors: the people running it, the process used to run it, and the technology used. Creative Specialist is the person who will design the elements and be sure usabilty guidelines are in place. Web Developer is the beloved person that will implement the codes and make sure the website does not break with it. The process will change from company to company, but below are a few questions that will certainly help anyone that wants to have split tests up and running.


Note that the chart above uses the colors of the people in order to facilitate the visualization of who is involved in each step of the process.
Technology plays is important, but I believe that the people behind it are the ones that will make the difference on the test success.
Submitted by Daniel Waisberg on June 2010 - Opinions expressed in the article are those of the author and not necessarily those of Online Behavior or its Owners.
Note that the ideas described in the article are those of the author only, and not Google's official statements. Online Behavior discusses online marketing measurement & marketing optimization techniques, tactics, and strategies to help website managers and analysts to understand and optimize websites. Split testing represents one of the easiest ways to increase conversion rate and it also gives you important insights about your audience. Once you have decided on the element you want to submit for split testing, you need to choose the tools for testing it.
Google Analytics offers you the possibility to experiment in order to improve your conversion goal or any other element on your website. Another way to start creating and implementing a split testing is to choose a specialized service to help you do it. Whatever tool you choose to start creating your split testing, your should remember to never surprise your regular visitors while testing a core part of your website, but include only new visitors in the tests.
When checked, Shutterstock's safe search screens restricted content and excludes it from your search results. For example is it an individual in the image or the product that helps persuade the reader to click through or perform your call to action. Focus on making these two sentences the most appealing and reiterating the subject line in some shape or form to reinforce why they looked in the first place. Try changing the wording on the call to action or perhaps try two different calls to action to see what readers are more apt to respond to. Test two different days of the week and different times of the day to see which ones may work best. In addition, make sure that you test for at least one month to get reasonable results to learn from and optimize further after analyzing said results. From an overview of the most common techniques (AB and Multivariate Testing) to the resources needed for testing (People, Process, Technology) and the value it brings to the organization. Website Testing teaches us what our customers like and helps us not only to increase conversions but also to create a better experience in future designs. For example, if you create 4 different variations of a landing page, 20% of visitors to the website will see each version (4 variations + original).


I think it is always important to understand the strengths and weakness of both methods before choosing the right technique for a specific test.
Although redirects can be performed smoothly, I believe it is better not to use them whenever possible, they can slow the flow and affect user experience.
In addition, as mentioned above, if a disruptive innovation is found, the conversion rates will rapidly increase and the test will be significant faster. Each test provides insights into the customers' tastes and gives us the chance to improve our conversion rates. Daniel is a frequent speaker on industry events and the author of Google Analytics Integrations book (Wiley, 2015). If your goal is to increase your conversion rate, you need to look at the elements involved with conversion and decide with which one to start experimenting.
There are several options: you can either integrate this experiment with your Google Analytics account, or you can create an experiment with another specialized service.
There is a simple process for creating and starting your split testing and Google Analytics offers you a complete guide for doing things right.
Also, keep in mind that split testing is done for better conversion rate or other important goals and not for aesthetics, so try not to involve your gut feelings and never reject a result just because of your arbitrary judgment.
My loves include photography, sushi, wine, helping animals, live music, and exploring the city.
Most companies are already acquainted with these techniques, but very often they are less prepared to get it up and running in their websites. Since this technique experiments with separate pages, it is very useful when testing layout or radical changes to a page. But it is important to initiate these simultaneous experiments having in mind just one change since split testing is limited to single elements of a page. Is your audience more apt to read in the morning and beginning of the week or later in the week on their commute home?
Note: I have not been on the presentation myself, but since the slides are very comprehensive, the context could be understood. Otherwise, you can use Multivariate Testing in order to determine a combination of changes that needs to be implemented. The resulting combinations are derived from the number of elements multiplicated by the number of element variations.



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