Which Are The Best A/B Testing Tools?

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A Guide To Selecting A/B Testing Tools:

A/B testing tools are an important component of conversion rate optimisation. It allows you to serve and measure the relative performance of different experiences by managing online controlled experiments. Increasingly A/B testing tools also enable you to personalise your customer experience and discover new customer segments based upon behaviour rather than just demographics.

What is A/B Testing? 

A/B testing tools allow you to run online controlled experiments to measure the difference in performance between an existing webpage design (e.g. your home page) and a change to the page or a totally new design or user journey (see split path test).

A/B testing tools randomly select visitors for each design and use robust statistical analysis to measure the performance between the control and the variant. If there is a statistical difference between the two experiences we can say with a high degree of confidence (normally 95% or 99%) that it is down to the design and not other factors (e.g. traffic source) that often influence the success metric. Your conversion rate will fluctuate on a daily basis and so it is essential to have a control to compare against.

Image showing a multivariate test

Most A/B testing tools offer both A/B and multivariate testing. Multivariate tests allow you to test changing content in two or more locations within the same experiment. With traditional MVT software this does require more traffic and as a result the test will take longer to conclude. However, AI algorithms can conduct massively complex multivariate tests using evolutionary processes to maximise conversion without needing as more traffic than traditional solutions.

Questions to consider:

Selecting the A/B testing tool is key to the success of your optimisation strategy. I’ve summarised below over 10 A/B testing tools that offer at least basic testing capabilities. When deciding on an A/B testing tool it’s worth considering these questions:

  1. What web analytics support do you have to provide insights for test ideas?
  2. Do you have access to usability testing and other user feedback tools to identify problems with your site?
  3. How easy it is to get internal IT development resource to code more complex tests?
  4. Do you have designers who can assist in creating new web pages and user journeys?
  5. What level of technical expertise does your team have to set up tests?
  6. How does your conversion rate compare to some of your competitors and what would be the value to your business of a 1% uplift in conversion?
  7. How much resource can you afford to dedicate to testing?
  8. What level of traffic do have on your site and therefore how long will it take to complete tests? Take an average weekly count of unique visitors over the last 12 months to estimate traffic levels.
  9. Who will manage the implementation of successful A/B tests?

Client-side or server-side?

The vast majority of A/B testing software is either client-side (where JavaScript manipulates the page design in the user’s browser) or server-side (where the test is built and delivered from your own server).

Client-side A/B testing tools also create potential IT Security issues as new experience are delivered by calls to the software vendor’s server. This can be a big concern when a test involves payment pages, such as checkout. This is why normally a QA of a test and the launch of an experiment are the responsibility of the client.

Server-side tools offer you greater control on what is being displayed and for this reason any security concerns from internal stakeholders are much easier to resolve. You will require support from IT developers and can even build your own testing engine if you have the in-house expertise.

WYSIWYG Visual Editor:

One of the benefits of client-side A/B testing tools is that you can build simple tests using an easy to use visual editor (What you see is what you get – WYSIWYG). This means you can build and serve simple test experiences with little, if any, support from IT developers. Even marketers with no technical training can quickly become competent with using most visual editors.

However, be careful not to rely on WYSIWYG editors because they can cause problems with more complex tests or with tests where content will need to be changed during the duration of the experiment. This can result in a build up of code which may slow down the page load speed and potentially influence the test result.

Before you buy a A/B testing tool ensure you have allocated some developer resource to the CRO programme. For apart from very simple tests you will need to get developers to build your tests. This will require some training from the supplier unless you plan to use a partner and outsource developer resource.

Managed or Self-Service?

When choosing conversion optimisation software it is necessary to consider whether you will need a managed service, self-service or hybrid solution. A managed service contract is where the software solution’s team provides consultancy, build tests and analyses the results for you. A self-service contract means you build and analyse your own tests.

A managed service tends to be expensive, but because the software provider is building and analysing the tests for you it can give your testing programme a good kick-start. A self-service contract is great if you have the technical know-how and resource or if you have little budget. However, it can be difficult to build momentum when there is no testing culture already established in the organisation. A hybrid contract may be right for those organisations that need some level of consultancy and support to get started, but plan to develop the resource and expertise in-house over time.

Dedicated Resource:

Ideally you should have dedicated resource to get maximum ROI from your A/B testing tool as it is a time consuming and expensive process. However, even if you can get a full-time testing manager you still need to consider what support they can be given with developing, building and implementing the successful ones.

Testing is a collaborative process, one person cannot do it on their own. For this reason you may want to hire a conversion rate optimisation consultant to kick-start the process of establishing a CRO programme. A good CRO consultant can advise you on your overall strategy and help evaluate the best A/B testing tool for individual needs.

Getting An Optimization Process In Place:

You will need to have a clearly defined process for website optimisation. Without this you will struggle to maintain momentum or achieve the kind of consistent and sustainable uplifts that we would expect from a systematic approach to optimisation. You should also consider the types of A/B tests that can be used to improve your conversion rate.

User Ratings:

You are now ready to consider A/B testing tools. TrustRadius, an independent site for business software users, recently undertook a review of 9 of the most popular A/B testing tools in terms of user ratings and functionality.

Perhaps surprisingly, Google Analytics, which is a free tool, was rated bottom of the pile by users. However, this is likely to have changed with the launch of Google Optimize, the free version of Google 360, its enterprise testing and personalisation product.

What You See Is What You Get (WYSIWYG) visual editors are popular for client-side A/B testing tools because they allow even the least technical of digital marketers to design and publish A/B tests on existing web pages within a matter of minutes. Most WYSIWYG editors now allow you to set up page re-directs (split-tests) so that you can test whole new pages rather than simply changing the colour of a button or text. A re-direct enables you to test an experience on a different URL against your existing page design.

The review was segmented by size of business. In the small business sector Unbounce and Visual Website Optimizer are the market leaders and received the highest user ratings.

Image of features of main A/B testing solutions

Source: TrustRadius.com

Mobile App Testing Capability:

A/B testing tools that allow you to test native apps is one of the most important criteria for many digital organisations. Apps have become one of the most common ways users access digital experiences and so it would be dangerous and fool-hardy to assume that the user journeys they deliver are anywhere near optimal.

If your organisation has an app with a reasonable amount of traffic then you should certainly be considering integrating with a solution that allows you to test and personalise the in-app customer experience. Many providers now offer SDK solutions to test within native apps and so it is worth exploring this as an option when you decide to begin A/B testing.

As you will see from the providers summarised below there are many different kinds of A/B testing tools on the market, and depending upon your situation and budget, there should be at least one that meets your needs. If you are going through the process of deciding on an A/B testing tool then I would strongly recommend that you download the TrustRadius Buyer’s guide to A/B testing.

19 A/B Testing Tools:

1. Adobe Target & Adobe Premium:

One of the most popular enterprise A/B testing tools and personalisation platforms on the market. Now part of the Adobe Cloud which offers full integration with Adobe Analytics and content management products. Includes visual editor for micro-tests.

Target is popular with e-commerce sites for its real-time automated self-learning personalisation engine. Target lets you automate the targeting process with its machine learning algorithm that continually and automatically makes associations with various events and differences between predicted and observed responses.

It allows you to use pre-set or customised rules, including those defined by visitor location, to target content to a specific audience based on real-time data. Target has an extensive range of out-of-the box targeting rules for you to choose from.

You can also use APIs to integrate Target with data from web analytics, CRM, partner and other off-site sources to enable further customised segmentation and targeting.

image of Adobe Target homepage

2. Change Again:

A Visual editor A/B testing tool for making changes to existing pages. Allows for full integration with Google Analytics and other popular analytic tools.

Image of Changeagain.com homepage

3. Convert:

Uses a visual editor for A/B testing, multivariate and split URL testing. Includes a WYSIWYG editor, Google Analytics integration, revenue and conversion tracking, behaviour and segmented targeting.

Image of Convert.com homepage

4. Google Optimize

This is the free version of Optimize 360, Google’s new A/B testing and personalisation tool. This is vastly superior to its old testing tool and includes a visual editor and a reporting dashboard. See my post on how to setup and run experiments with Google Optimize as this is an excellent tool for organisations with limited budget.

Optimize 360 (currently in beta) is Google’s paid for enterprise A/B testing solution which is part of the Google Analytics 360 suite of integrated solutions. Optimize 360 includes the ability to target audiences identified in Google Analytics, testing based on data layer variables and a visual editor (WYSIWG) interface to bring it in line with other similar A/B testing tools. This fully integrated solution now puts Google in direct competition with other major solutions such as Adobe and Oracle Maxymiser.

Image of Google Analytics Solutions homepage

5. Leanplum: 

One of the best known A/B testing tools designed specifically for optimising mobile user experiences. Leanplumb provides mobile personalised messaging, user experience optimisation, A/B testing and analytics platform.

Image of Leanplumb.com homepage

6. Omniconvert (Previously Marketizator):

A simple, but flexible to use visual editor tool for A/B and multivariate testing. A tool Free for up to 5,000 views per month.

Image of homepage of omniconvert.com

7. Monetate:

An enterprise A/B, multivariate and personalisation platform with functionality for delivering totally new experiences to test. Integrates with common analytics packages and offers a visual editor for self-service basic testing implementation.

Image of Monetate.com homepage

8. Oban International:

Targeting international websites Oban International have wealth of experience with optimising sites at a cultural level. They focus on cultural A/B and multivariate testing to identify factors that significantly influence conversion rates for cross-cultural sites.

image of Oban International homepage

9. Optimizely:

One of the most popular A/B testing tools on the market. This provides the ability to quickly A/B test changes to existing pages or redirect to a new page using their user friendly visual editor interface. The WYSIWYG editing tool allows for A/B and multivariate testing and offers real-time reporting. For more complex tests or technical support Optimizely have many authorised partners to provide advice and developer assistance.

They also offer an SDK solution for personalising and optimising mobile apps. Their predictive analytics and machine learning technology helps identify which user experiences are worth personalising by revealing high value audiences and identifying under- and over-performing segments.

image of Optimizely homepage

10. Oracle Maxymiser:

A comprehensive enterprise A/B, multivariate testing and personalisation platform with the ability to build and test totally new pages without having to involve your developers. Maxymiser can split traffic randomly and display new experiences from its own server. Integrates with most analytics (e.g. Google Analytics & Omniture) and visual behaviour tools (e.g. Click Tale).

The self-service visual editor tool (Visual Campaign Builder) allows you to test changing elements on existing pages (e.g. headline, image or CTA changes) within a matter of minutes and now offers the ability to set up A/B redirect campaigns and multivariate tests. Also has an SDK solution for mobile app optimisation.

This was the market leader in A/B testing tools until it was taken over by Oracle. I understand a lot of experienced personnel have left and the business has moved away from the self-service model.

image of Oracle Maxymiser homepage

11. Personyze:

A SaaS platform for real-time visitor segmentation and personalisation. Offers a suite of services designed to improve visitor engagement, retention and conversion. Offers audience-orientated A/B and multivariate testing.

12. Qubit:

An enterprise analytics, segmentation, personalisation, A/B and multivariate testing platform. Includes a visual editor for changing existing page designs. Now has full mobile App testing capability.

Image of Qubit.com homepage

13. Convertize:

This is is a new client-side A/B testing tool with a simple visual editor to quickly create and execute online experiments. To assist users in developing hypothesis to test Convertize have identified and developed over 200 tactics based upon neuroscience and consumer behaviour.

Simply select whether your site is an e-commerce, Saas or lead generation website and the software generates a menu of tactics to choose from. This means you don’t have to be a psychologist to develop persuasive ideas to test. Multivariate testing is not yet available, but is in the product road map for later in 2017.

Image of Convertize A/B testing homepage

Convertize offers new users a 14 day free trial period and a free plan after that expires for up to 5,000 visitors a month. However, a starter plan (for up to 50,000 visitors a month) costs just £29 per month. The Team plan for committed marketing teams (up to 300,000 visitors per month) costs £179 per month and the Agency plan (from 1,000,000 visitors per month) costs £499 per month.

14. Evolv (Previously Sentient Ascend):

The first pure artificial intelligence (AI) conversion rate optimisation software on the market to offer complex and fast multivariate testing. Evolv uses evolutionary algorithms to learn, adapt and respond to user interaction to identify the best performing combination of changes for your website. The AI technology needs less time and less traffic than traditional multivariate testing methods and by automating the testing schedule it speeds up the whole process from end-to-end.

Evolv.ai home page for continuous optimization

Evolv is a client-side product which uses a visual editor to allow you to make changes. It allows you to stop or adjust tests mid-way through to add new ideas based upon initial results. However, unlike traditional A/B testing algorithms, Evolv is always testing in the background and so if your traffic mix changes and a different experience would improve conversion, Ascend will automatically respond by serving the best performing design for that audience.

Evolv claims it can increase the speed of testing from around 10 to 100 times that of traditional testing software. Indeed, for underwear brand Cosabella Ascend tested 15 different changes to the homepage header, category page, product page and shopping cart design. Using standard multivariate testing would have required 160 tests, instead of the automated process that Evolv manages for you. This improved conversions by 35% compared to the control experience.

15. SiteSpect:

An enterprise A/B, multivariate and personalisation platform for medium to large businesses. Includes a visual editor for micro-changes to existing pages.

Image of Sitespect.com homepage

16. Taplytics:

This is an enterprise native app A/B testing tool that also offers push notifications with campaign automation to optimise both the timing and content of your communications. A visual editor allows for easy development and implementation of simple A/B and multivariate tests. More complex tests can be built by developers. Clients such as Tinder demonstrate that this tool has the capacity for scale and they offer a 30 day free trial.

Image of Taplytics.com home page

17. Unbounce:

Offers A/B testing tools for building, publishing and measuring the performance of landing pages using best practice templates provided by Unbounce. The solution also offers fully mobile responsive pages to A/B test.

Image of Unbounce.com homepage

18. Visual Website Optimizer:

Positions itself as the world’s easiest A/B testing tool. Provides a simple to use visual editor tool that offers A/B and multivariate testing capabilities, together with personalisation, heatmaps and user insights. Now offers an SDK solution for full mobile app optimisation.

VWO uses bayesian statistical analysis which allows you to incorporate past experience when developing your tests.

Image of VWO.com homepage

19. Webtrends Optimize:

helped found the industry in 2000, originally built for Microsoft. They have an all-inclusive model offering Full Stack (Web, Server, Mobile SDK, API), Testing (AB, ABn, Split, Full Factorial MVT, Fractional Factorial MVT), Personalisation, Social Proofing, Product Recommendations, 3rd party integrations etc. all at no extra cost.

They now also have a completely free tier, offering all features of the platform for free to small businesses and are a top-rated tool for satisfaction on G2.com.

Webtrends Optimize homepage image

Conclusion:

With the advent of artificial intelligence A/B testing tools are becoming increasingly powerful and responsive to the needs of digital marketers. However, it is important to take your time and consider the questions I raised above before choosing a solution.

A/B testing tools have great potential to improve your conversion rate and allow your optimisation team to become a revenue generator rather than a cost centre. But this will only happen if you follow a structured approach and create a culture of experimentation in your organisation. CRO is a collaborative and creative process that requires patience and resourcing appropriately.

How Should You Prioritise Your A/B Test Ideas?

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Getting Maximum Return on Investment:

Before you begin A/B testing it is critical to ensure you prioritise A/B tests so that you achieve maximum benefit for your organisation. This means you must be careful to prioritise the pages and journeys most likely to have a large impact on your organisation’s goals and related key metrics. However, at the same time you also needs to take into account the difficulty and time taken to develop your test ideas.

Before you even think about A/B test ideas you should review and fix your user experience by conducting a thorough evaluation of your digital experience. Otherwise it is likely that your A/B tests will fail because new designs will be overwhelmed by existing usability and user experience problems.

Below I’ve outlined a simple process that is designed to help you prioritise A/B test ideas to get maximum impact from your efforts. If you haven’t selected an A/B testing tool yet then you can read this guide on how to choose an A/B testing tool which summarises all the main solutions.

It’s important to have evidence behind your test ideas and develop a strong hypothesis. Otherwise we are prone to confirmation bias and only change the things we perceive are worth testing.

Indeed, some experts believe this leads to a majority of winning A/B test results being an illusion. Preparation is very important with A/B testing programmes as it heavily influences whether you are successful or not.

How to prioritise:

Begin by looking at your web analytics to identify where there is most opportunity to test.

  1. Use data to identify top entry pages and view data at a template level.
  2. Combine all pages that have the same template to identify traffic levels for testing.

Prioritisation framework (PIE):

  1. Potential – How much improvement can be made – how poor is the current page?
  2. Importance – How valuable is the traffic to the pages.
  3. Ease – How complicated will the test be to implement on the page or template.

1.Potential – Identify really bad pages:

Use your experience and best practice to identify pages that could most benefit from testing. Use the following metrics and tools to help guide you prioritise tests with most potential:

2.Important pages – What makes a page important?

Use your web analytics and your marketing spend to assess:

  • High traffic pages
  • Top entry pages
  • Pages with expensive visits are more important
  • Identify source of traffic and cost

3.Easy test pages – Consider technical implementation:

Tests that include the following are generally more complicated:

  • Site-wide elements like buttons, banners and navigation bars
  • Alternative site templates
  • Dynamic content
  • Pages controlled by CMS or platform
  • Alternative flows – multiple pages
  • Pages with server-side validation or interaction
  • Phone call tracking·
  • Multi-goal tracking
  • Experiments with multiple languages
  • Where multiple stakeholder opinions need to be satisfied
  • Consider organisational barriers – such as internal politics

But also remember that challenging tests can be most rewarding – particularly site-wide templates.

4. Prioritise pages –

Score each page from 1 (low) to 5 (high) on each of the 3 criteria and position accordingly in a matrix.

Image of PIE A/B test prioritisation matrix

Prioritise according to their total ranking for all three criteria in a matrix like the example above. This should be circulated around teams involved in proposing test ideas so that they understand how tests are prioritised. To get buy-in from other teams it may be worthwhile asking some of the more important stakeholders to have an input into the prioritisation process.

This process is based upon the Widerfunnel approach which you can find in the excellent book: You should test that by Chris Goward. The book is a must read for anyone wanting to create an optimisation programme.

Review your prioritised list of A/B test ideas on a regular basis to check that it still aligns with business goals and what you have learned from your A/B test results.

For more on A/B testing, please read our blog; how to build a strong A/B testing plan.

Conclusion:

Prioritisation is crucial to any conversion optimisation programme because resources are finite and often scarce. Getting time with designers or developer resource can be challenging and so you don’t want to waste any resource you get with tests that won’t potentially have a good return on investment. The PIE framework is a simple and useful way of prioritising your ideas and yes there are more complicated methods available, but I like the fact that it is not difficult to implement.

Do Brand Guidelines Suffocate Innovation?

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Do Brand Guidelines Suffocate Innovation?

Your brand is one of the most powerful assets your organisation has but do brand guidelines help or hinder its development? Your brand serves as a short-cut to decision making as it should be instantly recognisable. The mere-exposure effect suggests that the more people are exposed to a brand the more favourable them become to it.

Rightly or wrong brands are closely guarded internally within organisations to prevent distortions or miscommunication of positioning and the value proposition. But how do our brains respond to brands and do brand guidelines help this process?

How Does Your Brain See A Brand?

The brain sees a brand as an object. Brands are no more than a mental representation of a product in our mind. They are a means to an end as we purchase products to achieve explicit goals (e.g. listen to music). Whilst the brand meets our psychological goals (e.g. belonging or authority).

Even if we use the brand as an extension of ourselves it is still desired for a current goal. Marketers talk about how brands connect with people emotionally. Positive emotions are important to encourage purchase. We mainly respond emotionally to brands because they help us meet important psychological goals. Brand guidelines could actually hinder this process.

Do Brands Have Personalities?

A neuroscience study by Marketing Professor Carolyn Yoon (2006) cast doubt on the popular view that brands are like people and have personality traits. Furthermore, research suggests that brand loyalty is mainly availability and habit, with relatively few brands connecting to consumers at an emotional level. This means that brands need to evolve and respond to consumer needs. Otherwise we may move onto a different brand which is more strongly associated with achieving a set goal.

Brand Guidelines Ensure Consistency?

Brand guardians often argue that brand guidelines help maintain consistency, whether it’s the fonts, messaging, colour, language, or imagery used. The danger here though is that the brand becomes fossilised and unable to respond to changing customer needs and trends.

Consistency is fine if it is appropriate and it works better than an alternative. But people will normally respond more positively to a great customer experience, even if there are some differences in how the brand is presented, than a consistently poor experience.

“A foolish consistency is the hobgoblin of little minds, adored by little statesmen and philosophers and divines” – Ralph Waldo Emerson

What Defines A Brand?

What matters about a brand is how real people interact with it and what stories they pass onto each other about their experiences. Trust in a brand is not generated by assurances and promises in documents. Instead we learn to trust a brand through actions.

The important relationships are the interactions our customers and employees have with each other, whether face-to-face, over the telephone, via our website or through other means of communication. It is not via the largely illusionary relationship we have with the brand.

Aligning With Business Objectives: 

There is also a risk that focusing on consistency prevents marketing from testing changes to how customers interact and view the brand. In the digital space this can stop the A/B testing of new experiences that may be more effective at engaging visitors and improving conversion.

A/B testing aligns each web page with the goals and objectives of the organisation. If we are limiting this process because of brand guidelines then we are essentially acknowledging that brand guidelines take precedent over the businesses goals.

This cannot be healthy for either the organisation or the brand. It prevents the evolution of the brand in response to changing customer preferences. Furthermore, most brand guidelines are developed without any scientific evidence to support them. They are largely based upon subjective opinions. Those judgements should be tested to ensure they are optimal for the brand. By trying to use guidelines to prevent change we run the risk of suffocating brand development and innovation.

Credit:

Target icons created by Freepik – Flaticon

Is Digital Marketing A Zero-Sum Game?

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Marketing is a zero-sum game, you can’t win new customers unless you take them away from someone else.

Dave Trott’s Predatory Thinking is an inspiring book. It’s a highly readable and engaging book full of brilliant anecdotes and short stories. It made me reflect on life and work. For me it has some great insights that are very salient to both digital marketing and conversion optimisation. Dave recently shared this quote on Twitter which sums up advertising and marketing in a sentence.

“All advertising is unwanted, so if you’re going to crash the party, bring champagne.” – Buzzman Time

Marketing

Your content and value proposition needs to be compelling, and persuasive, as otherwise your visitors may well sign up or purchase from another website.

It may seem obvious, but you only need to look at a selection of websites and many don’t communicate clearly what makes them unique from their competitors. Many copy the standard template of carousel and product images without much thought to include persuasive content. Design is a framework to build and structure content, but it is content that engages and persuades.

“Because marketing, like war, is a zero-sum game. If you want something you have to take it from someone else.” – Dave Trott, Predatory Thinking
 

A/B Testing

But that doesn’t mean continually adding new elements to your website or value proposition. You can’t have everything at once. When you add something you also need to consider taking something away as otherwise you are in danger of ending up diluting your value proposition and confusing visitors. A/B testing different messages on separate landing pages can assist this process as it helps maintain a single-minded proposition.

Digital marketers spend a lot of time trying to formulate the right messages for their landing pages. However, as Dave Trott reminds us ordinary people:

  • Don’t notice stuff
  • Are only interested in one thing at a time
  • Are conditioned to filter out distractions which can cause banner blindness
  • And will probably do the opposite of what you want them to do.

Insights

The insight here is that first and foremost we need to think about “how do we even get noticed”. We need to workout how to get the visitor’s attention and not bombard them with multiple messages or distracting graphics that don’t nudge them towards our goal. Look at your bounce rates and time spent on pages to see if you are being noticed.

“£18.3 billion is spent yearly in the UK on all forms of advertising. 4% remembered positively, 7% remembered negatively, 89% not noticed or remembered”. – Dave Trott, Predatory Thinking

“What’s in it for them?” Marketing is about getting people to do something that we want them to do. This means that content needs to be persuasive and not just communicate what we want to tell visitors. Further, people are not rational agents and attention is largely determined by implicit (psychological) goals and so don’t just focus on rational reasons for a purchase.

Take A Step Back

Don’t assume our visitors know what we know. As experienced digital marketers we understand the websites and brands we work on much more than the average user. It’s important to take a step back and accept we won’t see our website like a customer. We know how to navigate to the account page to change privacy settings, but a first visitor may not know it exists. Maybe they don’t even care.

“We can’t believe the world isn’t exactly the same way for everyone else, as it is for us.” Dave Trott, Predatory Thinking

You need to get closer to your visitor’s view of the world by observing how they behave and listening to what they say about your website and brand. Find out why they came to your site and what tasks they were looking to complete. But also what may have prevented them from completing their task and what frustrations they have about their experience. There are so many tools on the market to obtain customer feedback there is no excuse for not capturing visitor opinions.

The role of advertising:

Advertising has the potential to give you an edge over your competitors, but it can’t turn a core non-user into a core user. A person has to be in the market for your product in the first place to have the potential to convert. Similarly if your landing page or advert can grab their attention you have the potential to influence visitors.

However, the best you can hope for is to create a propensity to convert. Most of our visitors won’t convert because we don’t tick all their requirements at this point in time. Some may return to our site if they remember us or if something grabs their attention that makes them believe we can help them achieve a current goal.

The key implication from the book for conversion rate optimisation is that you need a compelling, single-minded value proposition that is communicated using simple and imaginative messages. A useful framework for evaluating your website is the Wider Funnel’s Lift Model. This demonstrates visually how you can’t rely on reducing distractions, anxiety and creating urgency etc, if you don’t have a strong value proposition. Your brand simply won’t get off the ground.

Recommended Reading:

Predatory Thinking: A Masterclass in Out-Thinking the Competition – Dave Trott

Related posts: 

Skyrocket conversions by fixing your broken user experience – Process for fixing your user experience

How should you prioritise your A/B testing ideas? – A framework for evaluating your A/B testing ideas.

Which A/B testing tool should you choose? – Considers the criteria for selecting an A/B testing tool and looks at a survey of user rating for 9 of the most popular tools.

For more of our blogs visit conversion-uplift.co.uk/post/.

Featured image by Mohamed_hassan on Pixabay