Qualaroo & Optimizely Webinar - 5 Steps to Your First A/B Testing Win

5 Steps to Your First
A/B Testing Win

Sean Ellis, CEO, Qualaroo (@seanellis)
Sean Ellis is the CEO of Qualaroo and founder of GrowthHackers.com. Prior to Qualaroo, Sean
held marketing leadership roles with breakout companies including Dropbox, LogMeIn (IPO),
Uproar (IPO), Eventbrite and Lookout.
Ryan Lillis, Strategic Optimization Consultant, Optimizely
(@Optimizely)
Ryan Lillis is a web conversion optimization specialist who helps Optimizely clients get the
most out of their A/B, multivariate testing and targeting campaigns. He has worked in the
website optimization space for eight years and has worked with companies as small as 5
people all the way up to Fortune 100 companies.

Why Spend Time on A/B Testing?
$92 dollars spent on acquisition for every $1 on optimization 
87% of companies (currently testing) run 1-5 tests per month 
Best companies in the world run hundreds per month
Source: Econsultancy & Redeye Conversion Rate Optimization Report 2014
#winningtests

Optimization is a Process
Quantitative 
Insights
Qualitative 
Insights
Testing
#winningtests

Understanding Conversion
Optimization Goals

image via: http://www.shayhowe.com/web-design/deﬁning-multivariate-testing/
Brainstorm
Test Ideas
Make a Small Change
See Mixed
or No Results
Typical Testing Process
#winningtests

Ideal Testing Process
User Research Lots of Testing Ideas
Quantitative 
Insights
Qualitative 
Insights
Testing
Continuous Process  
of Learning
#winningtests

Top 5 highest bounce rate pages
Top 5 abandonment points in your funnel
Top 5 most valuable pages to your business
#1: Find Your Best Opportunities
#winningtests

1. Look at top landing pages
2. Identify those with high
bounce rates
3. Conduct research on
those pages
4. Develop tests to improve
page performance
Image via: SmartInsights.com
Example: High Bounce Rates
#winningtests

#2: Understand Visitor Needs
Ask and Answer Four Key Questions:!
Why did they come to your website?
What stopped them from converting?
Did they ﬁnd what they were looking for?
If they did convert, what almost stopped them?
#winningtests

Example: Post Conversion Surveys
#winningtests

Use Data & Insights to
Drive Testing

Start small to get a win and validation for process
Test for impact, avoid ‘Meek Tweaking’
Use test result data to inform the next test
#3: Use Data & Insights to Inform Testing
#winningtests

Image via Conversion Rate Experts
Meek Tweaking
#winningtests

Testing Ideas to Start:!
4 Message Tests
4 "Aha Moment" Tests
2 Large Scale Design Tests
#4: Where to Start?
#winningtests

Measure impact through the entire funnel, not just at the
page level.
Bigger changes yield faster results.
Different levels of statistical signiﬁcance will speed up or
slow down decision making.
#5: Measuring Success
#winningtests

Quantitative 
Insights
Qualitative 
Insights
Testing
Optimization is a Process
#winningtests

1. Plan and run your first five to ten tests.
2. Get your first win.
3. Start the cycle of continuous improvement.
Next Steps
#winningtests

qualaroo.com/beginners-guide-to-cro/
Resources
optimize.ly/datadna
#winningtests

Qualaroo & Optimizely Webinar - 5 Steps to Your First A/B Testing Win

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