Let AB Tasty be your website tour guide in order to share the most interesting and best-performing optimization tricks learned from our customers.

Featuring insights from well-performing tests, our experienced CSM Managers will highlight the key areas to test for your home page, PDP, PLP, add to cart and checkout funnel. With examples from across the range of AB Tasty’s clients, Ashley and Holly will give you pointers on:

• how to improve each page
• tests that have been proven to work
• main areas of friction that can occur
• best practice for test ideas

Whether it’s for mobile, app or desktop – we’ll give you the lowdown on how to get your site up to speed using experimentation as your guide.

The post Finding Experimentation Hotspots on Your Website appeared first on abtasty.

Did you know that 70% of online shoppers abandon their carts?

According to the Baymard Institute, this number comes from an in-depth analysis that benchmarked 48 different studies on shopping cart abandonment rates.

This may not come as a surprise for experienced e-marketers, but the truth is that 7 people out of 10 will actually abandon their cart and end their shopping journey without making a purchase.

This is clearly a lot of lost revenue. So, how can you bring that percentage down?

This article aims to answer that question. We will cover best practices to help you diminish the abandonment rate and optimize your e-commerce shopping cart page for conversions.

Adopt clear UX parameters for shopping cart optimization

First of all, let’s start with a firm foundation. Your shopping cart page should adopt a clear, simple, and fast UX. This simple 3-step formula (CSF) is the cornerstone of any successful cart page:

• Clear – There should be nothing messy, concerning, or misleading about your cart page. It should ideally display all the important information on a single page without the need to scroll too far or visit any other page.
• Simple – Your cart page should display all the information using comprehensible, crystal-clear language and a design that leaves no room for misunderstanding.
• Fast – The more time visitors spend on your cart page, the more likely they will leave it. If you apply the first two critical elements (simple+clear) to your page, the resulting cart page experience should also be fast.

As there are many elements on your page that you can optimize and run tests on to find the best solution, it’s important to follow this CSF framework for harmony.

Want to get started on A/B testing for your shopping cart page? AB Tasty is a great example of an A/B testing tool that allows you to quickly set up tests with low code implementation of front-end or UX changes on your web pages, gather insights via an ROI dashboard and determine which route will increase your revenue.

Knowing these 3 crucial elements, it’s high time we dive into our 10 best practices for e-commerce shopping cart pages.

10 best practices for your shopping cart pages

1. Create a detailed product summary

Just moments before your visitors proceed to checkout, they’ll land on your cart page which has one sole mission: lead your visitors to actually pay.

For most e-commerce buyers, the cart is a page used to review their order.

In order to help them do so, your mission is to clearly display all the relevant information regarding the product.

Below is a great example of a check-out page from ASOS that includes all the necessary details for a clear and easy review. Users know exactly which product they will purchase as well as the color, size, and quantity.

When crafting your cart page, be sure to follow this example and include these elements:

• Item thumbnail
• Exact name
• Item specifications (size, power, capacity, memory, features…)
• Quantity of items in cart
• Item color

Having all these elements shown to your customers allows them to quickly review their order and have confidence in their purchase.

Including all relevant details will decrease the percentage of cart abandonment that is typically caused by the lack of precise information.

2. Choose a clear, user-friendly color code

There have been many studies about the psychology behind colors. However, there’s no single answer on which color will fit all websites and solve all abandonment rate problems.

One thing that we do know for sure is that visitors love harmony and clear designs when it comes to UX.

Let’s look at the luxury shoe brand Jimmy Choo. For their check-out page, they kept a simple design by using a black button that clearly stands out, making it straightforward to click.

Famous shoe-maker Jimmy Choo uses an elegant yet efficient black and white color code in order to clearly display the information on the cart page.

Notice that the checkout button efficiently stands out as the only black button on the page, making it extremely straightforward to click it.

3. Display explicit and detailed information about shipping and returns

What is the number one reason behind shopping cart abandonment in the US? Hidden shipping costs.
Online buyers despise hidden and last-minute shipping costs. As you can see in the image below from Baymard’s study, it’s by far the most popular reason for cart abandonment compared to others.

Displaying transparent shipping and return policies is a key factor in enhancing conversion and gaining customers’ trust.

4. Craft clever information hierarchy and non-competing CTAs

Information hierarchy is the structure used to display and rank information according to its importance.

While designing cart pages, pay attention to the logic behind buttons, columns and titles as they will heavily influence the users’ perception.

You can use various colors in your CTAs (preferably matching your brand) although we recommend a maximum of 3-4 colors at a time.

Colors do help you gain visitors’ attention, so use them wisely:

• Highlight important information
• Use a distinct color to distinguish the CTA
• Use lines or columns to structure your page

In the image below, Zappos, a USA-based shoe marketplace, does a great job of providing an efficient and clean shopping experience.

The shopping cart page skillfully guides customers through the buying journey; we appreciate the neat layout emphasized by a simple 3-step color code (orange=very important; blue=important; grey=secondary).

5. Deploy payment options that your users love

Having different payment options is a necessity in today’s ultra-competitive e-commerce environment.

If you run an international e-commerce store, bear in mind that payment methods differ from one country to another: what’s used in North America isn’t necessarily the same as in Europe or in Asia.

To combat this, try to redirect customers based on their IP location to offer them a personalized experience based on the local currency and their preferred payment methods.

In the image above, Adidas provides 6 different payment methods including Paypal, VISA and Apple Pay. This is an absolute necessity for large and global stores.

6. Show security seals and reassuring elements

In the same report from Baymard, the lack of trust in the payment accounted for 18% of abandoned cart rates. Trust seals, or trust badges, are very important to show your users that your site is legitimate.

In fact, they actually matter more than peer recommendations or trustworthy design. According to Baymard, here are the badges that give visitors the highest perception of a safe and secure site:

7. Offer phone, chat or email assistance

Displaying a clear contact number and address details can impact your user’s level of trust. Shoppers want to make sure that your business is legitimate and not an online scam.

Furthermore, your visitors want to feel that there are actual humans behind your website.

Offering a live chat or phone assistance service right on the cart page is a great option to gain customers’ trust, legitimize your business and humanize your brand identity.

Wondering how to design your chatbox? Take a look at Victoria’s Secret’s page in the image below. They have chosen their most vibrant color, pink, to increase their call-to-action visibility.

8. Add a “continue shopping” option

A “continue shopping” option is a smart way to offer your visitors a way to abandon their cart without leaving your website. They’ll have the freedom to continue browsing after they’ve already added items to their cart.

As some online shoppers actually use carts as “wishlists,” they can store items that they intend on purchasing later on.

9. Display legible thumbnail images

There’s nothing more annoying than a tiny thumbnail that barely helps to identify a product.

When customers review a product, you should give them the opportunity to see it correctly in a convenient size and resolution on both mobile and desktop.

In the image above, Apple makes it very easy to distinguish the chosen product. The image used is bright and clear. Their customers will be absolutely certain that they’ve got the right item in their bag.

10. Push complementary products

Offering complementary product recommendations, or cross-selling, is nothing new in the e-commerce world.

However, displaying complementary products inside the shopping cart page is something worth testing if it could bring you a higher AOV.

For more testing ideas, check out our e-book: 50 Tests You Should Know For Website Optimization

Why optimize your shopping cart page?

An optimized shopping cart page is crucial to sales.

The shopping cart page is the last step your visitors take before their purchase. In this step of their digital user journey, it’s important to ease customer concerns in any way possible and promote a seamless checkout flow.

Every online e-commerce should be testing different elements of its cart page to find what works best for converting passive visitors into active customers.

Read more: Go one step further and improve your e-commerce product page performance to push your visitors to the cart page.

The post 10 Best Practices for Shopping Cart Page Optimization appeared first on abtasty.

To create a value proposition, you need to clearly define your product or service and showcase how you are different from competitors. This is often referred to as a Unique Selling Point (USP).

So, how can you define and present your company’s USP? By crafting a value proposition canvas.

A value proposition canvas is a visual display that maps out your product or service and how it can meet the specific needs of your customers.

It’s essentially an extension of the frequently-used business model canvas and has become a widely popular method of presentation in all corners of the business world.

In this article, we will dive into the specifics of a value proposition, give you tips for creating your own and advice on how to develop it further with a value proposition canvas.

What is a value proposition?

At first glance, a value proposition seems like a very simple and broad concept. However, a particularly effective value proposition is exceptionally complex and loaded with details.

Here are some common questions at the heart of each value proposition:

• Why should a customer use your service or buy your product over a competitor’s?
• What are you offering that no one else can?
• How can you serve the needs of each individual customer?

A value proposition is not a positioning statement designed to appeal to as many customers as possible, rather it’s very specific. To meet the specific needs of a specific customer, you need to be as niche as possible.

For example, a business might be looking for software that comes with customer support packages that are more encompassing than usual due to the fact that they have little experience with a particular product.

Suppose a software company highlights its top-rated customer service team and affordable ongoing support options that their competitors are unable to provide. In that case, it will likely attract businesses that will profit from (and be in need of) this type of support.

Let’s look at another example: Uber – a travel service provider that meets low-cost and on-demand needs. Immediacy, convenience and simplicity are at the heart of their value proposition.

Think about the unique benefit that you are providing. If you can define this simply, concisely and accurately, you have a value proposition of worth to your audience.

How to create a value proposition

Now that we’ve defined what a value proposition is, let’s move on to how you can start brainstorming to transform your thoughts and ideas into a clear statement.

Before we get too intense, start by drafting up a few phrases with this template: We help (Customer) to (Goal) by (Unique value proposition).

We should also keep in mind that value propositions don’t need to be subtle. In fact, they can be rather blunt instruments used to draw in new customers or clients.

Value propositions should not be loaded with jargon or complexities. They should be thought of more like a well-researched advertising jingle than a dissertation.

Let’s discuss a few points to keep in mind when developing your value proposition:

• Define your target audience
• Know your competition
• Tell your customers how you meet their needs
• Be prepared to combat stereotypes

Define your target audience

As value propositions are highly dependent on those that are being sold to, it’s essential to define your target audience.

This requires a great deal of research, but will undoubtedly pay off in the long run. Age, demographics, marital status, economic status and personal interests can all inform how a value proposition is designed.

Your message needs to be clearly personalized for your audience.

Know the competition

It’s hard to stand out from the crowd if you have little concept of what the crowd is offering.

If a larger competitor offers the same USP (Unique Selling Points), it’s likely that they will get a hold of your potential customers since they will rely on your differences: brand size and reputation.

This requires extensive research to define new and fertile ground. You need to know your competition well – not only to be aware of your similarities but also to let your audience know how you stand out.

Tell your customer how you meet their needs

To start with, it’s best to define exactly what your product or service offers. Then, you can move into what makes it unique:

• Customer service?
• Affordability?
• A simpler design than the competitors?

Once you have defined what you will highlight, it’s time to get more specific with your word choice. Remember: specificity does not mean complexity.

• If the customer service is highly rated, why?
• Affordability is great, but does the quality of the product match or even improve on your competitor?
• Simplicity is admirable, but how does this improve customer satisfaction?

If you can define this in simple, but effective terms, you will have a highly effective value proposition.

Be prepared to combat stereotypes

Every sector has its own negative stereotype that can be harmful even before they get started.

Delivery services are known for not turning up when agreed upon, car salesmen are known for being notoriously pushy and fast food is known for being convenient but unhealthy. These are all examples of initial reactions, or cognitive biases, that most people have before using a product or service.

One of the most powerful kinds of value propositions are those that go against the grain of expectations.

If your particular sector is known for a negative practice, ensuring that your brand is above the stereotype can provide a concise and enticing positioning statement.

Value proposition canvas

A value proposition canvas is a focused way of structuring the main components of the value proposition in order to provide the most concise solutions for potential customers.

Value proposition canvas segments

The value proposition canvas is made up of two segments: the customer segment and the value proposition.

Inside each segment are three sections. The customer segment (shown below in red) has the specific needs of the customer, while the value proposition segment (shown in green) has the corresponding solutions.

Source

The three sections of the customer segment (red) in the value proposition canvas are:

• Customer jobs – what tasks can your customer accomplish by using your product or service?
• Customer pains – what problems, risks or negative experiences can the customer eliminate when using your product or service?
• Customer gains – what unique benefit does the customer gain when
  using your product or service?

The value proposition map (green) on the other side of the canvas seeks to address these factors while presenting unique solutions and unexpected gains.

• Gain creators – this is where you detail the unique improvements and benefits that your product or service offers to your customers
• Pain relievers – this is the area to address elements that eliminate a current frustration or pain point (such as undesired costs, accessibility, or negative stereotypes)
• Products and services – this is the spot to list all of your products and service

How to create a value proposition canvas

Let’s start with the customer segment.

The first thing to consider when creating a value proposition canvas is the customer. The customer is the central part of the entire premise. Be sure to speak carefully to your specific audience and avoid making generalizations.

Customer pains are generally more straightforward; therefore, pain relievers are often easier to define.

It’s tempting to focus solely on the functional factors, such as how to get from A to B. However, while the function is important, the emotional and social aspects also need deep consideration when developing your value proposition canvas.

Customer gains are a more complex element of the value proposition canvas as they can be slightly more difficult to define. In essence, these cannot be discovered without a substantial understanding of the uniqueness of the business itself. Not only will you list what the customer will gain from your product, but also what the customer will gain by choosing you over the competition.

Now let’s move on to the value proposition portion of the canvas.

Listing the potential jobs, or tasks, that customers want to accomplish with the help of your product or service is a good place to start.

Once completed, you will move on to the pain relievers and gains.

The pain relievers will specifically target the pains listed in the customer segment and should remain consistent. Meanwhile, the gain creators will show where your product or service adds value.

It’s important to remember that gains aren’t the opposite of pains. They are different factors that ultimately encourage consumers to adopt the product or service.

In the gains section, you will address the lesser-known desires of the customers – these are things that the customer themselves may not even be aware of. The lesser-known customer needs can be considered the “bonuses” that your brand offers potential customers.

Let’s go back to Uber as an example. Uber’s customers need quick, accessible and affordable transportation. These are the customer’s first thoughts. In addition, their customers also need safety during their rides. Uber offers insurance during trips to their drivers and passengers to cover them in the case of an accident. Furthermore, they can provide passengers with more comfort by including driver ratings from previous passengers. Customers may not immediately think of these factors, but they address very important human needs.

After development, each part of the right side of the canvas should be balanced with solutions and gains on the left. Ultimately, a value proposition canvas seeks perfect alignment.

Finding your fit in the market

Creating a value proposition canvas is a great tool to help understand your product, where you fit in the market, how you stand against competitors and the best way to market your brand successfully.

Drawing conclusions from this canvas and analyzing your value proposition can help you improve your strategies, messaging and overall product. A unique and profound value proposition is the core of a strong business.

The post Great Value Proposition Examples appeared first on abtasty.

For most, the answer to this question won’t be too impressive. Thanks to lead generation landing pages, we don’t have to let this traffic get away.

Landing pages that generate leads are a great way to further nurture your well-deserved website traffic and share compelling content with them until they are ready to convert into customers. But, how can you get your visitors to interact with your landing page?

In this article, we aim to answer this question and provide you with 10 tips to increase your lead generation by optimizing your website’s landing pages.

Let’s get started!

What is a lead generation landing page?

10 tips to create top lead generation landing pages

1. Pay attention to your design

As we all know: a rough design does not inspire visitors to have confidence in your website.

If you want to generate more leads, you will have to start by working on your landing page’s design.

Your landing page design should be clear and understandable for everyone.

To create an impactful design:

• Harmonize your theme’s colors
• Clearly differentiate the “titles” of your paragraphs
• Play on shapes and symmetry
• Remember to let your text breathe to make it easy to read

If you are presenting several distinct offers, one tip is to highlight one in relation to others: focus your leads’ attention on a particular offer.

As an example, you can see in the image below that the LeadQuizzes website has created a landing page dedicated to their free trial. They use a green banner to highlight their intermediary offer to attract visitors’ attention to that offer as well as the free trial.

However, the LeadQuizzes landing page remains clear and easy to navigate: the value proposition is shown in one sentence and the service’s characteristics are highlighted under the 3 offers.

2. Work on your call-to-action

The call-to-action is one major thing you need to pay attention to when working on your landing page.

As a reminder, a call-to-action is an element of your landing page that aims to trigger an action.

What does this mean exactly? Here are some call-to-action examples:

• Subscribing to a newsletter
• Completing a registration form
• Signing up for a free trial
• Buying a service/product
• Reserving a service
• Asking for a callback/contact

A call-to-action must be seen as the culmination of your business proposal. It is introduced by sales pitches and highlighted in relation to the rest of your page.

For example, in the image below, you can see the Trello site. Their landing page was designed to be as simple and as impactful as possible. There are two paragraphs of text, the first of which contains the value proposition in bold. Then, you can see the CTA in bright green that resonates with the “Sign Up” button that we can see in the upper right corner.

For the call-to-action, we can see two elements:

• The use of the imperative: “Sign up”
• The presence of an argument: “It’s free”

Using the imperative is a method that often comes up when writing CTAs. The visitor will feel that they are being spoken to directly, which is more personal than the traditional approach of using the copy “Registration”.

3. Look after your forms

When it comes to landing pages to generate leads, the sign-up form is the final step to capture your lead. The quality of the form will determine if your visitors will be happy to leave their personal information.

The secret recipe for creating a great form that produces conversions is pretty similar to a good call-to-action.

Here are a few tips to help you create a form that converts:

• Only ask for the minimum

Minimize the length of your forms. It is counterproductive to ask for too much information from your visitors as it can actually turn them away. A good form only asks for information that is really necessary for the rest of the process such as an email address, phone number, and first and last name.

• Use buttons and checkboxes

Visitors do not like to write, especially if they are in a hurry. To maximize your lead generation, you can replace some fields with checkboxes. By using this method, you can choose the answers to check beforehand which will allow you to get better quality leads while increasing your lead count.

• Focus on the benefits

Just like CTAs, highlight the benefits that your visitors will get if they sign up or give their personal information. Without a relevant value proposition, your visitors will not be as inclined to share their personal data. To increase your number of leads, don’t hesitate to offer a real counterpart such as an e-book, a newsletter, or even a free trial.

When visitors browse your landing page, they want to see what value they can receive from your product or service.

Many sites create landing pages explaining “what they do” but forget to talk about “what will change for their customers.”

Therefore, to generate more leads, focus on highlighting the strengths and benefits of your services. We often talk about the value proposition.

By formulating your offer in this way, you explain to visitors what will change for them and how you will make their lives easier. Nothing is more effective to convince them to try your offer.

• Optimize for mobile devices

While the proportion varies by industry, many websites see half or more of their traffic arriving from mobile devices.

If you create a form, make sure that it’s responsive and that the mobile view is optimal. For more results, you can also create forms specifically designed for mobile devices.

• A/B test your forms

Implementing changes to improve your forms is a good thing. But how will you know which changes are worth it?

For this, we recommend that you do A/B testing on your forms. An A/B test will allow you to compare two versions of the same landing page to find which one performs the best with your audience.

Want to get started on A/B testing for your website? AB Tasty is a great example of an A/B testing tool that allows you to quickly set up tests with low code implementation of front-end or UX changes on your web pages, gather insights via an ROI dashboard, and determine which route will increase your revenue.

4. Add testimonials from real customers

Customer testimonials work as social proof – the more you leverage social proof, the more you reassure visitors of the benefits other customers have received from your product or service

Consumers are inherently influenced by trends and social norms when it comes to making decisions. Reviews, recommendations, influencers, and celebrity endorsements play a huge part in moving buyers down the purchasing funnel.

Related: See how NYX makeup scored big by using social proof in this LinkedIn post

5. Create limited offers

Creating a sense of scarcity and urgency is a great way to boost conversions. To increase your conversions easily, there is a trick of creating offers limited in time or quantity.

The purpose of a limited offer is to create a deadline to push visitors to take advantage of a tempting offer. This way, your visitors will need to make decisions more quickly while they discover your services.

On the Udemy site in the image below, the banner above the menu highlights a limited-time promotion: it says that a previous offer has been extended and expires in 20 hours.

On the Udemy site, the banner above the menu highlights a limited-time promotion: it says that a previous offer has been extended and expires in 20 hours.

6. Pay attention to your conversion funnel

A conversion funnel represents all of the preliminary steps to a visitor’s action. In other words, it includes the whole process that turns a visitor into a lead or into a customer.

If you have a landing page or are planning to create one, we recommend that you read our guide to know everything about conversion funnels.

The general idea is to create a relevant conversion funnel from your acquisition channels to your landing pages. Here are some examples of simple conversion funnels:

• A Google AdWords campaign targeted on a keyword that points to a landing page optimized for the same keyword.
• A free e-book exchanged for an e-mail address that contains links pointing to one or more landing pages created specifically for your e-book’s theme.
• A Facebook advertisement that targets a specific segment that directs to a landing page optimized for this segment of customers.

When working on your shopping funnel, pay attention to the consistency between your acquisition channels (the advertisements displayed) and your landing pages.

To maximize conversions, it’s important that the marketing message remains consistent throughout the conversion funnel.

7. Create relevant resources tailored to your target

There are many landing pages that just hit the mark. But those that stand out the most are those that provide their visitors with quality content adapted for their audience.

Providing resources tailored to your audience in exchange for their information is a great way to reinforce your authority in this area.

The creative possibilities are endless and varied depending on your topic, but the most common pieces of content to offer your visitors are:

• Videos
• Infographics
• Guides
• E-books
• PDFs
• Articles

8. Be bold: create a page for each customer type

If there is one mistake that shouldn’t be made when trying to generate leads, it’s believing that all segments of visitors to your site are the same and that they should be treated the same.

Personalizing the user experience is now key to standing out.

The first step in creating separate landing pages based on your customer segments is to understand which segments of visitors are browsing your site.

For this, Google Analytics can supply you with more information in the “Audience> Demographics” tab. You will obtain detailed information on the number of sessions categorized by age, sex, geographical origin, etc.

Once you have studied this aspect, all you have to do is create pages adapted to the different segments.

For example, if you know that part of your customer base is made up of seniors interested in buying second homes in Spain, create a landing page for them!

To find out more about personalization in e-commerce, download our e-book full of step-by-step personalization strategies.

9. A/B test your ideas to improve your conversion rate

A/B testing allows you to quantify your page’s performance by comparing two versions of the same page:

• Page “A” – also known as “the control”
• Page “B” – also known as “the variant” whose performance you want to measure.

Specifically, you have landing page A already, but you want to change the form’s CTA to increase the number of leads.

To accomplish this, you can use an A/B testing tool to create a variant of your landing page that will contain the CTA. Some of the traffic will be directed to page A and another to page B. After a few days or weeks, you get the results to see if page B has given you more leads.

10. Understand how your users behave

If despite using all of these tactics, your landing pages still do not convert more, it is possible that you have reached a ceiling. To break through, you will have to use new methods to understand what is preventing your visitors from converting.

You can use tools like heat maps or session recordings that help you visualize how people interact with your pages.

Heatmaps use color to show what elements or areas are most clicked, while session recordings record all your users’ actions as video. This way you see where they click, their mouse’s movements, on what areas of your site they are hesitating, or how they interact with your forms.

These tools are a great help to continue optimizing your conversions and make your landing pages true lead-generating machines. Want to find out more? See our article full of best practices to optimize your landing pages.

How to generate more leads on a website landing page?

Unfortunately, there is no strict formula that will produce an instant boost in leads, which is why we recommend A/B testing to see what brings you the best results overall. However, evaluating your website’s landing pages and implementing these tips are a good starting point on your journey to generating more leads.

The post The Complete Guide to Generating Leads on Your Landing Page appeared first on abtasty.

Bounce rate is one of the most important metrics used to understand how well your website is performing. It’s a type of web analytics metric that measures the behavior of visitors to a website or page within the website.

In this article, we will cover everything about bounce rates: how they are calculated, bounce rates vs exit rates, what is considered a good bounce rate, how to use web analytics for tracking and tips for improving this metric.

Let’s get started.

What is bounce rate on a website?

The definition of bounce rate is relatively easy to understand compared to other web analytics concepts. However, that is not to say that the data is somehow superficial or unimportant, as there are many insights that a bounce rate analysis can provide.

The bounce rate yields information on the behavior of a website’s visitors and how well the website is engaging them.

To “bounce” from a website simply means to leave before interacting with the page in some way such as leaving a comment, clicking on something, scrolling or visiting another page on the site.

In other words, to enter and to leave without engaging beyond the initial entrance of the website is a bounce. However, a bounce is not always a bad thing or a sign that the website is not performing well.

Each visitor to a website can be seen as a drop of water with the website presenting a surface that is either porous or waterproof. The goal of a website is to be as porous as possible, absorbing each visitor to the site with as relevant and interesting information as possible. Non-porous websites “bounce” visitors immediately, often indicating that the website is not performing as required and flagging issues that can be addressed with further web analytics.

How to calculate bounce rate

A bounce rate analysis is a very straightforward formula that can be summed up in a simple equation.

The number of visitors who leave a website after only visiting the landing page (the page that led them to the website) and not interacting in any way, is divided by the total number of visitors to the site.

For example, if 40 visitors leave without being “absorbed” into further interaction with a site and there have been 100 visitors overall, the bounce rate will be 40%.

There are a few main ways that a visitor may bounce. For example:

• Clicking on a link to another website
• Clicking the back arrow that takes them to the previous page
• Entering a new URL and hitting enter
• Closing the browser or tab

One other way in which a visitor may bounce is if they stop interacting entirely, causing the session to time out.

Anything over half an hour of idle time is considered a bounce. Any further interaction after this time, even if it occurs within the site, is considered a new session.

Bounce rate vs exit rate

Bounce rate and exit rate are often thought to be synonyms, or at the very least that they ultimately provide the same data.

This is a huge error and can lead to false bounce rate analysis and poor decision-making.

The confusion is understandable, as both concepts seemingly measure similar things on the surface. However, the difference is quite profound and requires an understanding of what both metrics measure.

As previously described, bounce rate measures the percentage of visitors that leave a website before interacting with it in any way.

Exit rates provide information on specific pages of the website, measuring the percentage of visitors that left the site after viewing a specific page, no matter how many pages they have visited before in the session.

In other words, all bounces are exits, but not all exits are bounces.

Bounce rates are based on only sessions that start and end with one page. While exit rates calculate the last page visited in the user’s journey, regardless of the number of pages a user has visited during one session.

For example, let’s say a site has three pages named Page X, Page Y and Page Z. From Monday to Friday, the interaction might look something like this:

• Monday – Page Y > Exit
• Tuesday – Page Y >Page Z > Page X >Exit
• Wednesday – Page X > Page Z > Page Y >Exit
• Thursday – Page Z >Exit
• Friday – Page Y > Page X > Page Z > Exit

The analysis would show:

Page X has an exit rate of 33% and a bounce rate of 0%.

• Three sessions included Page X and one session exited from Page X.
• There was no single-page session for Page X.
• One session began on Page X, but it was not a single-page session, so the bounce rate is zero.
• No visitor entered and left without any other interaction on this page.

Page Y has an exit rate of 50% and a bounce rate of 33%.

• Four sessions included Page Y.
• Two of those four total sessions exited directly from Page Y, so the exit rate is 50%.
• The bounce rate is less than the exit rate because three sessions started with Page Y and only the single-page session led to a bounce.

Page Z has an exit rate of 50% and a bounce rate of 100%.

• Just like Page Y, the exit rate of Page Z is 50% because four sessions included Page Z, and two sessions exited from Page Z.
• The bounce rate is 100% because the only session that started with Page Z was a single-page session that led to a bounce.

High exit rates of some pages can be a good sign. For example, within e-commerce, leaving a page after completing a purchase is a good sign as it points towards a satisfactory outcome of a transaction.

Define average bounce rates

Defining average bounce rates can be a complex task. This is largely due to the fact that a high bounce rate for some pages, might be considered low for others.

Each case can be highly subjective due to the industry and purpose of the webpage. Certainly, bounce rate can only provide some information about a website’s performance and it remains highly important to use other metrics to fully understand visitor behavior.

Industry-standard bounce rates consider anything over 50% as high and anything between 20% and 50% as low, but it’s essential to go beyond this broad definition of what is an acceptable bounce rate.

Anything under 20% is likely an error and should be looked into.

What is a healthy bounce rate?

Rather than being concerned with an all-encompassing good bounce rate, a better goal would be finding a healthy bounce rate for each specific site and its unique goals.

The goal of 20% to 50% is not without merit, but it can be a superficial reading of behavior or almost impossible to attain depending on your type of page.

For an e-commerce landing page, browsing is often encouraged because it can lead to sales later on. Lower bounce rates will indicate that visitors decided to continue to look around rather than leave.

For other sites, like online recipe sites or information-specific sites, browsing is not likely. Therefore, a high bounce rate on these types of pages can be an indication that the visitor is satisfied having found the information they needed and bounced after.

Some websites are designed to be only one page, so it’s impossible to know what a “bad” bounce rate is when the design itself ensures it remains at 100%. In these circumstances, and those where a lot of information is presented on the landing page, other metrics can provide more relevant insights.

For example, it is always a bad sign if the visitor leaves within a matter of seconds. However, if they remain on the page for multiple minutes, the bounce rate might not be the best indicator that the site is not performing as desired.

To determine a high or low bounce rate, it’s important to consider the site’s purpose, the average bounce rate in your sector and typical user behavior. From there it will be easier to gain the appropriate insight that the data is providing.

Want to lower bounce rates by testing different aspects of your website? AB Tasty’s best-in-class customer experience optimization platform offers you an A/B testing tool that allows you to quickly set up tests with low code implementation of front-end or UX changes on your web pages. Go further by gathering insights via an ROI dashboard, and determining which route will attract customers and ultimately increase your revenue.

How to check the bounce rate of your website

Once you have defined what you consider to be your desired website bounce rate, the next step is to understand where to find the data.

Thankfully this data is very easy to find and comprehend in Google Analytics, which also provides a multitude of other data to help understand how well your website is performing.

Not being particularly familiar with Google Analytics should not deter you from using it. It is fairly self-explanatory once you have a grasp of the terms and purpose of the data.

Where to find the bounce rate on Google Analytics?

First, sign into the website’s Google Analytics page. Once there, select the “Audience Overview” tab, which also provides a variety of other metrics that can be of great use. From here you will need to choose whether you want to read the entire website’s or individual pages’ bounce rate.

For the entire website, simply click on the bounce rate metric, which will also provide a graph for the defined time period. The time period can be changed as required by the calendar at the top right of the screen and includes a customizable option.

For individual pages, click “Behavior” followed by “All Pages”, which will then provide a list of your website’s pages and their specific bounce rate. Much like understanding the website’s unique bounce rate context, this is also the case for individual pages.

Do all analytic software measure bounce rates the same way?

Google Analytics measures a bounce as a single-page session that has a duration of 0 seconds. Clearly, a visitor will not make any other actions during a 0-second time frame.

If you’re using another analytics software to do your website tracking, keep in mind that they may score it slightly differently.

Some analytics software do not have a time frame that they use to count a bounce. Rather,  they rely strictly on the interaction of the visitor during their session. Both ways will calculate a bounce rate for your website, but it’s important to know the specifics.

The key takeaway here is not to compare results from one analytic software to another. Consistency is key to tracking your performance.

How to reduce website bounce rate

Improve content

One of the simplest ways to decrease the bounce rate of a page or the entire site is to improve the content itself.

In some ways this should be self-explanatory: the more interesting and higher quality the content, the more likely the reader will stick around to explore what else the site has to offer.

Relevancy is also key. If your website is primarily about camping, publishing unrelated content, such as politics, is likely to be met with disinterest and repel visitors instantly. This will undoubtedly lead to a high bounce rate.

Content requires some planning and forethought if a site is going to “absorb” visitors.

Readability

Content isn’t just related to interesting posts or entertaining media, readability is also key.

Text-heavy websites might be full of amazing information, but unless the page is formatted to draw the reader in, the first impression might be a bit overwhelming.

Be sure to use some mixture of imagery, bullet points, subheadings, and bolded words. This creates a balance to attract and retain visitors.

Avoid the use of excessive pop-ups

Nothing cheapens the feel of a site like the dreaded pop-up, and this isn’t just the case for ads.

Pop-ups are distracting, appear pushy and ruin the flow of the experience for a user. There is nothing quite as infuriating as having to click away one or several flashing online forms while trying to read something else.

Pop-ups do have their place, and when used at a minimum. They can help grow a subscriber list with a degree of effectiveness. If you like the idea of pop-ups but want to try something different, there are more effective measures such as email campaigns or personalized banners. By implementing one of these campaigns, visitors have the option to interact with an element after they’ve had a chance to engage with the content.

Targeted keywords

Lowering the bounce rate will always require a mixture of tactics, but one of the most reliable ways to do it is by targeting keywords.

The key to using keywords effectively is relevancy, so it is not just a matter of throwing as many keywords at the problem as possible. There is nothing more likely to lead to a high bounce rate than keywords that draw in visitors that are not interested in a website’s content.

The best place to begin is the use of high-value traffic/low-competition keywords. But, how do you find out what these are for your site? Well, it isn’t as complex as you might think. Google Keyword Planner is the perfect tool to implement targeted keywords for your site, and it’s free to use for Google account holders.

Lowering bounce rate with meta descriptions

Meta descriptions are the information that appears under the title of a website in a Google search. They add some depth to the description of a website presence on a search page and are therefore essential in garnering relevant traffic.

Meta descriptions do not rank by keyword, but they filter out traffic that will likely bounce, while also drawing in those more likely to interact. Remember that meta descriptions only show up to 155 characters. Target them to get the right information across to users who aren’t as likely to bounce.

Understanding bounce rates

As you can see, bounce rates can provide a lot of insight into your website’s performance.

Although there is no magic number to indicate a “good” or “bad” webpage bounce rate performance, you can determine your own baseline metrics based on each page’s purpose and past performance.

The post Understanding Bounce Rate to Improve It appeared first on abtasty.

Forget about Blue Monday, this webinar is designed for you to remember the reason why you got into CX in the first place. Let’s focus on the fundamentals of CX and what makes a digital experience memorable and meaningful.

In partnership with Contentsquare we will be discussing:

• How to identify friction and bad user experiences on your site
• Create real empathy with your audience by understanding their needs and frustrations
• How to move quicker and faster in order to improve the customer experience on your site
• Testing, optimization, personalization, customer discovery journey  – all the ways you can delight your customers!
• Real-life practical examples from our customers

Find out how to optimize your site, quickly and efficiently, based on data in order to make memorable user experiences that will drive customer lifetime value and brand loyalty.

Save your seat below!

The post Learning to Delight Customers With Meaningful CX appeared first on abtasty.

While the principle has existed for centuries, KPIs have taken off and reached their full potential thanks to the internet. This is particularly the case in measuring online engagements, such as sales or customer acquisition.

From free tools, such as Google Analytics, to highly complex software, there are many different types of KPIs measuring immensely diverse metrics.

What are key performance indicators (KPI)?

KPI, or Key Performance Indicators, are performance metrics that measure specific goals for businesses across all sectors.

Sometimes referred to as KSI (Key Success Indicators), when designed and implemented properly, they can define the direction of a business, provide essential feedback and help organize individuals, teams, projects or entire businesses to optimize performance.

A common theme throughout this article will be pointing out how KPIs differ vastly in how they are designed and what they measure. This is crucial to understanding their effectiveness and how they should be implemented and interpreted.

For example, high indicators might measure the overall performance of an E-commerce business (profits), while low indicators might measure sales of a specific product or output of a specific department.

In other words, KPIs can be helpful for departments, employees, managers, processes and even customer support teams.

Common things Key Performance Indicators might track are:

• Revenue: average profits, total revenue, and new customers
• Employment statistics: employee turnover, employee performance, and vacancies
• Customer service: average call time, efficiency and customer satisfaction
• Marketing: sales generation and overall effectiveness
• Efficiency: overall efficiency, departmental processes and individual efficiency

How do you calculate a KPI?

Knowing how to measure a KPI is a matter of defining specific goals from the beginning. Focusing on the right KPI is vital and requires you to design it with a narrow scope.

A startup is likely to be more interested in tracking how many new customers are coming in rather than an established public company, which might be more focused on tracking share price and profit.

The most common tool for tracking KPIs is web analytics. Google Analytics is able to track a large quantity of data, from website performance to new subscribers, to sales. However, the issue with such hard data is that sometimes the metric that you want to specifically track is somewhat intangible or open to individual interpretation.

This may also become harder to measure when dealing with aspects of customer satisfaction. Typically, these types of metrics will require more than one key performance indicator, but it is important not to get carried away, as too much data can quickly become confusing.

One of the most important ways of tracking metrics through KPIs is related to presentation.

Google Analytics is a perfect example of how to present complex data in a clear way. Visualizations that can provide deep insights and deepen your understanding of the metrics will help make better sense of otherwise complex data.

Visual representations of data are a far better way of getting across important data instead of a dense presentation that provides no interactivity. The ease of viewing and digesting becomes particularly important when dealing with multiple KPIs.

It’s important to keep in mind that KPIs require constant evaluation to ensure they remain relevant and focused on the important parts of the business that need tracking.

How do you define a KPI?

Now let’s move on to two important questions:

• What makes a KPI effective?
• How do you define a KPI and cultivate metrics that provide insightful information?

An effective KPI depends on what you need to accomplish based on your current circumstance.

While it’s true that KPIs differ from sector to sector, they also vary from company to company. In fact, competitors with many of the same needs might differ wildly in their use of KPIs depending on philosophy and strategy.

The best place to start would be to understand the common use of KPIs, their philosophy, and their strategy within your own company and in your specific industry.

From here it is essential to define your goals. Before diving head first into the specifics of the KPI, you might want to look at it from a larger point of view.

For example, you can ask yourself where you might need to increase efficiency. This may take more time than originally accounted for, but the better the research, the more likely the KPI will harvest insightful results.

In the same manner, it’s also very important to set goals that are achievable.

KPIs are about focused data, not setting ambitious targets that can skew performance away from cohesive strategies.

One of the most effective ways of evaluating the effectiveness and appropriateness of a KPI is the SMART criteria. SMART stands for Specific, Measurable, Attainable, Relevant, Time-Bound:

• How SPECIFIC is the goal?
• Is it clearly MEASURABLE?
• How ATTAINABLE is it?
• Is it RELEVANT to the business?
• What is the TIME Frame to achieve the objective?

Once all these criteria have been met, a KPI can be properly designed and implemented with confidence. However, it will need monitoring and adjustment as time goes on once the KPI has been fully integrated.

Different types of KPIs

As KPIs can be employed to measure deeply diverse metrics across a myriad of sectors and processes, types of KPIs also differ in how they are designed and implemented.

The core purpose might remain the same: provide concise data on various aspects of a business. However, the similarities often end there.

Three of the most common types of KPIs are designed for:

1. Companies
2. Teams
3. Projects

Company KPIs

Although company KPIs might sound rather broad in their ambitions, they typically should be focused on specific areas of company performance. For customer metrics, these can be as diverse as acquisition, lifetime value of customers, retention, or customer loyalty.

On the employee side, KPIs are often used to measure certain business goals and performance – including measuring the strengths of specific employees.

For example, well-being is increasingly an important issue related to employee retention rates. Both well-being and employee retention rate can be gauged with the right tools to track their performance.

Team KPIs

KPIs for marketing require vastly different insights than KPIs for sales. In the same way, human resources, the finance team, legal, or any other department track and measure different KPIs. For this reason, key performance indicators for teams are one of the most unique.

A sales team will be likely to track customer capture, average deal size or revenue targets. On the other hand, the customer support team will likely focus on customer satisfaction by tracking results from various surveys or caller wait times. These two departments have some degree of crossover in their day-to-day work life, but they often have different KPIs they’re looking to measure that are more relevant for them.

In a different sense, the financial team will likely be tracking revenue, expenses, profit, and cash flows, which is a very different set of metrics compared to those of the sales team or customer support team.

Marketing teams, for their part, often require some of the most complex KPIs, with generated sales and brand awareness at the heart of their focus. This might include gathering quantitative data from an analytics source or gathering qualitative data.

KPIs for Human Resources (HR) teams have a less easily defined set of metrics to measure, such as the previously mentioned employee happiness and turnover. They may also measure how long it takes to fill a position and the number of responses to a given vacancy.

Project KPIs

The first thing that needs to be defined for a project is its goals, and this will define the KPI from the outset.

Measuring the value of a project is key to understanding how successful it is in a broad sense, which aspects are performing well, which elements are underperforming and how to cultivate fruitful and realistic goals.

KPIs for websites are the most numerous spanning across lead generation, sessions, bounce rates, e-commerce conversion rates, and sales all concisely presented on the platform.

It should be noted that employing too many KPIs for any aspect of a business can dilute its focus and confuse matters greatly. This is where careful preplanning and clearly defined goals can help.

KPIs vs OKRs

OKRs (Objectives and Key Results) are a newer and very commonly used variation of KPIs. In recent years, these have become increasingly popular, partly due to Google making the tracking process very simple and thorough.

There is a lot of overlap between the two, but the main difference is in their ambition.

OKRs are not defined as obtainable goals based on previous data, rather they are ambitious goals with clearly defined steps to achieve those goals. They should not be seen as unreachable targets but as motivational ones.

It would be wrong to compare the usefulness of KPIs and OKRs as they are designed with different outlooks on goals.

The main thing to keep in mind is that KPIs assess clear goals based on previous data while OKRs are better implemented for entirely new goals that require a broader vision.

Measuring and tracking KPIs

KPIs are only as successful as the template and interface they present. As previously mentioned, these are typically unique to the types of data they are measuring.

Website KPI examples tend to be well encapsulated by Google Analytics, with its drill-down data on broad, but related, topics such as conversion rates and returning visitors.

There are some types of metrics that you need to be aware of, such as vanity metrics.

Vanity metrics are one of the traps that businesses often fall into. This is where a superficial reading of positive data is seen as success alone, such as a growing number of visitors. With Google Analytics or any other measuring platform, it is essential to drill down further to find out what these numbers mean. For example, are these visitors the right type of visitors the business is looking for?

Social media KPI examples are typically well-designed and defined by in-depth on-site analytics. Twitter, for example, has a very effective template that offers the type of drill-down data that Google provides. Combined with other software, these can offer great insights regarding customer reach, acquisition and brand awareness.

Creating a strong KPI Strategy

Now that we have a clear picture of what KPIs mean and how to track them, you can start tracking your performance, aligning your team, and creating a KPI-focused culture.

Based on your organization’s objectives and the goals of your specific team, you’ll have to select the most important KPIs to track your success.

Once the KPIs are strategically chosen and implemented, keep note of their progress and downfalls and make adjustments as needed to get optimal results.

For a strong KPI strategy, it’s important to have your whole team aligned on organizational KPIs, team KPIs, and individual KPIs.

Having everyone on the same page will allow for transparency in tracking and performance reporting in the future. If no one understands the KPIs and how they are going to be tracked on any level, it will be difficult to build and implement a successful strategy.

Keep your team members clued in, educate them, assign them KPIs as needed, and use a user-friendly platform aligned with your goals to track your efforts.

As the market is constantly advancing, it’s important to be flexible and change your KPIs accordingly.

This is why it’s important to regularly meet and review your KPIs, the changing environment, and company policies. With any changes, it’s important to update your team accordingly to strengthen your strategy.

The importance of KPIs

There’s a reason why these performance indicators are known as the “keys.” KPIs are one of the most essential tools for performance measurements and have been around for a long time.

The implementation of KPIs is important to measure your success and follow your organization’s overall journey, but keep in mind that continuous tracking and measuring of KPIs is even more crucial to evaluate performance as you go along.

As they are customizable in many ways, key performance indicators are the best way to give you a quantifiable measure of a specific objective and give you and your team goals to aim for.

The post How to Define and Track your KPIs appeared first on abtasty.

According to David Mannheim, CEO of the Conversion Rate Optimization (CRO) agency User Conversion, you probably do – and shouldn’t. Here’s why:

Unfortunately, it’s just not that simple. 

Experimentation is more than just a quick strategy to uplift your ROI. 

In this article we will discuss why we experiment, the challenges of assessing return on investment (ROI), prioritization, and what A/B testing experimentation is really about. 

Why do we experiment?

Technically speaking, experimentation is performed to support or reject a hypothesis. Experimentation provides you with valuable insights into cause-and-effect relationships by determining the outcome of a certain test when different factors are manipulated in a controlled setting. 

In other words, if there is no experiment, there is no way to refute a hypothesis and reduce the risk of losing business or negatively impacting metrics.

Experimentation is about prioritization, minimizing risk and learning from the outcome. The tests you choose to implement should be developed accordingly. It’s not necessarily about making the “right” or “wrong” decision, experimentation helps you make better decisions based on data.

In visual terms, experimentation will look something like this:

Online experiments in the business world must be carefully designed to learn, accomplish a specific purpose, and/or measure a key performance indicator that may not have an immediate financial effect. 

However, far too often it’s the key stakeholders (or HIPPOs) who decide what tests get implemented first. Their primary concern? The amount of time it will take to see a neat revenue uplift.

This tendency leads us to the following theory:

The ROI of experimentation is impossible to achieve because the industry is conditioned to think that A/B testing is only about gain.

Frustrations and challenges of ROI expectations 

You may be asking yourself at this point, What’s so bad about expecting revenue uplift from A/B tests? Isn’t it normal to expect a clear ROI?

It is normal, however, the issue isn’t just that simple.

We’ve been conditioned to expect a neat formula with a clean-cut solution: “We invested X, we need to get Y.”  

This is a misleading CRO myth that gets in the way. 

Stakeholders have come to erroneously believe that every test they run should function like this – which has set unrealistic ROI expectations for conversion optimization practitioners. 

As you can imagine, this way of thinking creates frustration for those implementing online experimentation tests.

What people often overlook is the complexity of the context in which they are running their experimentation tests and assessing their ROI.

It’s not always possible to accurately measure everything online, which makes putting an exact number on it next to impossible. 

Although identifying the impact of experiments can be quite a challenge due to the complexity of the context, there are some online tools that exist to measure your ROI efforts as accurately as possible. 

AB Tasty is an example of an A/B testing tool that allows you to quickly set up tests with low-code implementation of front-end or UX changes on your web pages, gather insights via an ROI dashboard, and determine which route will increase your revenue.

Aside from the frustration that arises from the ingrained ROI expectation to be focused on immediate financial improvement, three of the biggest challenges of the ROI of experimentation are forecasting, working with averages, and multiple tests at once.

Challenge #1: Forecasting

The first challenge with assessing the ROI of experimentation is forecasting. A huge range of factors impacts an analyst’s ability to accurately project revenue uplift from any given test, such as:

• Paid traffic strategy
• Online and offline marketing
• Newsletters
• Offers
• Bugs
• Device traffic evolution
• Season
• What your competitors are doing
• Societal factors (Brexit)

In terms of estimating revenue projection for the following year from a single experiment– it’s impossible to predict an exact figure. It’s only possible to forecast an ROI trend or an expected average. 

Expecting a perfectly accurate and precise prediction for each experiment you run just isn’t realistic – the context of each online experimentation test is too complex.

Challenge #2: Working with averages

The next challenge is that your CRO team is working with averages – in fact, the averages of averages.

Let’s say you’ve run an excellent website experiment on a specific audience segment – and you experienced a high uplift in conversion rate. 

If you then take a look at your global conversion rate for your entire site, there’s a very good chance that this uplift will be swallowed up in the average data. 

Your revenue wave will have shrunk to an undetectable ripple. And this is a big issue when trying to assess overall conversion rate or revenue uplift – there are just too many external factors to get an accurate picture.

With averages, the bottom line is that you’re shifting an average. Averages make it very difficult to get a clear understanding. 

On average, an average customer, exposed to an average A/B test will perform… averagely. 

Challenge #3: Multiple tests

The third challenge of ROI expectations happens when you want to run multiple online experiments at one time and try to aggregate the results. 

Again, it’s tempting to run simple math equations to get a clear-cut answer for your gain, but the reality is more complicated than this. 

Grouping together multiple experiments and the results of each experiment will provide you will blurred results. 

This makes ROI calculations for experimentation a nightmare for those simultaneously running tests. Keeping experiments and their respective results separate is the best practice when running multiple tests.

Should it always be “revenue first”?

Is “revenue first” the best mentality? When you step back and think about it, it doesn’t make sense for conversion optimizers to expect revenue gain, and only revenue gain, to be the primary indicator of success driving their entire experimentation program.

What would happen if all businesses always put revenue first?

That would mean no free returns for an e-commerce site (returns don’t increase gain!), no free sweets in the delivery packaging (think ASOS), the most inexpensive product photographs on the site, and so on.

If you were to put immediate revenue gain first – as stakeholders so often want to do in an experimentation context – the implications are even more unsavory. 

Let’s take a look at some examples: you would offer the skimpiest customer service to cut costs, push ‘buy now!’ offers unendingly, discount everything, and forget any kind of brand loyalty initiatives. Need we go on?

In short, focusing too heavily on immediate, clearly measurable revenue gain inevitably cannibalizes the customer experience. And this, in turn, will diminish your revenue in the long run.

What should A/B testing be about?

One big thing experimenters can do is work with binomial metrics. 

Avoid the fuzziness and much of the complexity by running tests that aim to give you a yes/no, black or white answer.

Likewise, be extremely clear and deliberate with your hypothesis, and be savvy with your secondary metrics: Use experimentation to avoid loss, minimize risk, and so on.

But perhaps the best thing you can do is modify your expectations. 

Instead of saying, experimentation should unfailingly lead to a clear revenue gain, each and every time, you might want to start saying, experimentation will allow us to make better decisions.

These better decisions – combined with all of the other efforts the company is making – will move your business in a better direction, one that includes revenue gain.

The ROI of experimentation theory

With this in mind, we can slightly modify the original theory of the ROI of experimentation:

The ROI of experimentation is difficult to achieve and should be contextualized for different stakeholders and businesses. We should not move completely away from a dollar sign way of thinking, but we should deprioritize it. “Revenue first” is not the best mentality in all cases- especially in situations as complex as calculating the ROI of experiments.

The post The ROI of Experimentation appeared first on abtasty.

But how do you choose the right experiment and gain greater insights?   

In this webinar, we will discuss:

• How to enable teams to test more boldly, reducing guesswork
• The importance of understanding the “why” behind customer behavior and how this is key to prioritizing actions, driving gains in conversion, increasing revenue and improving customer satisfaction
• Driving business impact faster and more accurately by interpreting insights and visuals in real-time

The post Reducing the Guesswork Behind Journey Experimentation appeared first on abtasty.

CHALLENGE

Mor Furniture cut its A/B testing program a few years ago. With website traffic now increasing, they wanted to return to a data-based approach to website optimization but didn’t know which A/B testing tool to use and didn’t have the resources to run the testing program. PeakActivity was tasked with not only finding a tool with robust features and reporting, but to run the program, as well. 

SOLUTION

PeakActivity recommended the AB Tasty platform, based on its advanced features and functionality, including a widgets library for commonly tested elements and functionalities, and out-of-the-box tracking for scroll depth and element visibility. PeakActivity integrated the tool and developed a test plan to show the potential ROI of having a dedicated CRO team.

RESULTS

Soon, we were conducting an average of 4 tests per month and seeing 3X ROI. Now, Mor Furniture is all-in with PeakActivity CRO and AB Tasty. Guided by a “fail fast” mentality, the team learns quickly, iterates where needed, and moves on to testing the next hypothesis. Winning experiences are prioritized for full development, and even “losing” experiences provide valuable analytics and insights.

TAKEAWAYS

Now that the initial proof-of-concept phase has concluded, the iterative test and learn process continues with a hefty roadmap of experiment ideas with high potential ROI.

The post Restarting a Testing Program Starts with the Right Tool appeared first on abtasty.