The more urgent, ‘take control’ tone of Version B’s copy lifted add-to-cart button clicks a whopping 93% over Version A’s comfort-focused tone.
One more interesting A/B test that only with a minor copy change (featuring a major tone difference though) brought up actions by 93% over the regular marketing shit.
Good to remember.
Email Subject Line Test: Which Otherwise Identical Message Got More Clicks (Not Opens) – Dash vs. Colon?
VERSION A
VS.
VERSION B
Very nice experiment.
My gut told me version A is a better winner, as dash works as "call for action". And I was sorta right.
Version A made it by almost 15% over the version B in clicks, however, version B received more open by more than 12%. I don't have a good explanation for that, but that's an interesting thing to come by.
Jeremy built the form to work as you'd expect. You can tab between the "blanks" just the way you tab between standard Web form input fields. You can click on any "blank" to start entering text. The password "blank" masks any characters you enter just like a standard password input, and the whole form manages errors if you answer any questions incorrectly. In other words, it works like a standard Web form but it looks quite different. The presentation is inviting and fun, which is quite unlike a standard Web form.
Narrative "Mad Libs" format for signup forms was used in the several A/B tests and *actually* increased conversion by 25-40%.
I find it very cool. What do you think?
“Online Training” wording increased clickthroughs from the support page to the webinar page 10.4%. More importantly, webinar attendees doubled the first week the winning navigation link went live.
MailChimp run a simple test by changing Webinars to Online Training. My first idea was that Online Training would convert better. And, as you can see, I was right.
Why? I can't tell you exactly, but I have a strong feeling that webinars are often attributed to negative or neutral experience, while training (either online or offline) is good.
Figuring out your funnels is one of the most important things you can do to increase your quantitative understanding of your website. It's critical to get the starting measurements - the dropoff and conversion rates - before you change anything. That's the only way you can know the effect of the changes you make. By constantly tweaking and measuring, you should be able to really improve your number of conversions.
Mixpanel has a set of functions that can be really useful for a company in the Web. While I still had no chance to compare their functionality to what Google Analytics provides, other than being real-time, I'm planning to spend some more time playing with it.
Mixpanel has a free 10K "data points" account (http://mixpanel.com/pricing) which is sorta confusing for a person like me. I'm more like thinking in visits, page views or things like that. But thanks to Tim Trefren from Mixpanel, who explained this to me:
"A data point is counted every time you track a visitor action. So, in terms of pageviews/month - if you track one event per page, you will use exactly the same number of data points as pageviews."
And, well, Mixpanel wouldn't be something you'll use to put on every page (like you can do with Google Analytics). You'd want to put it only on subset of them, linking to specific actions. Or you will probably use Mixpanel's API to assign "data points" to some triggers in your Web application' actions. This is, by the way, could be also a pretty useful feature.
The question becomes 'do you want a smaller, highly engaged community, or a larger, less engaged community?' There's no easy answer here; it's more of a think-long-and-hard sort of situation that greatly depends on individual aspects of your startup.
Great blog post on using A/B testing to increase user engagement and some conclusions made.
Google Website Optimizer, a powerful tool that allows website owners to split traffic and test the effectiveness and conversion rates for an array of variables, has traditionally required a lot of back-and-forth between any given site and the Website Optimizer interface.
Google releases an API and is allowing site owners to conduct multivariate and A/B testing from their own platform. I'm not sure how well does it compare to Mixpanel or similar products, but I'm planning to find some time for it.
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