Testing: You’ll Get Page Conversion Data (Not Element By Element) – Better For Low Traffic Sites
Testing Some Rules: Isolate Individual Elements If You Don’t Isolate Elements, DO NOT attribute the lift or loss to any single element
Multivariate Testing You’ll Get Element By Element Data Don’t Run If Less Than 100k Pageviews Per Month
TESTING HELPS GUIDE DECISIONS AND IMPROVE THE USER EXPERIENCE WHILE BOOSTING PROFITS
NOT EVERYONE CAN OR SHOULD BE SPLIT TESTING
NOT BEING ABLE TO TEST DOESN’T MEAN NOT BEING ABLE TO OPTIMIZE
THERE ARE PLENTY OF WAYS TO BOOST CONVERSIONS OUTSIDE OF SPLIT TESTING
Part 1 Can I Actually Run A Test
Testing Eligibility
• ~100 Conversion Per Variation
• Run for at least a full week
• Not run longer than 8 weeks
• Test can reach 95% confidence in this time frame
Problem: Not Enough Conversions
Solution: Run Longer
Secondarily: If Outside Of 8 Week Testing Window – Don’t Test It
VARIABLE NUMBER ISN’T THE ONLY THING THAT DICTATES TIME!
THE PERCENT LIFT IS A HUGE TIMING FACTOR
In order for this test to get statistical results, it would require a 10% lift
AND SO IS THE CONFIDENCE RATE. But we’ll talk more about that later
Does Your Page Get Enough Daily Conversions? YES / No / Can’t Test – Sorry!
Is There A Big Enough Lift Potential?* YES / No / This Is A Testable Page / Can’t Test – Sorry!
*With An Appropriate Confidence Rate/Index
Part 2 Should I Actually Run That Test
THE CONVERSION HIERARCHY
Functional: Does the page work and do what it’s supposed to?
Accessible: Can people of all skill levels on any device use the site? What are the barriers on the site?
Usable: Can people understand your site, i.e., is it user friendly?
Intuitive: Does the site have a logical flow? Does the offer match the source?
Persuasive: Is your site convincing people to buy or take an action?
“For every test you run, there are an infinite number of other tests that you could have run” – Justindamus 120 AD
Part 3 How To Optimize If I Can’t/Shouldn’t Test
You Have A Few Options
• Evaluate Your Offer
• On-Site Retargeting
• Changes Based On Qualitative Research
EVALUATE YOUR OFFER
It’s not a traffic problem, it’s an offer problem
It’s not a testing problem, it’s an offer problem
You might have to head back to the drawing board completely. Does your product/service provide real value?
You also might be going after the wrong traffic source. Identify if your ideal customer is ‘hanging out’ on the traffic medium
TRY ON SITE RETARGETING!
What is On Site Retargeting? Evaluating current interactions and providing a relevant offer based on these interactions.
PAGE CHANGES BASED ON OPTIMIZATION RESEARCH
Here are a few things to try
• Click/Scroll Tracking
• Usability Testing
• User Surveys
• Session Recordings
CLICK/SCROLL TRACKING
People who actually scroll to the bottom click
Not enough people are scrolling that far down ~15% of all clicks on this page are on the nav bar
Try a shorter variation to get people to scroll to the CTA. Add multiple CTA buttons at areas where scrolling is highest. Hide the nav bar on this page
USER SURVEYS
• Was it was easy to find what you were looking for?
• Were the words/vocab used to define categories/sub-categories clear to you?
• Do you have any suggestions to improve our website navigation?
• Does our website look credible to you?
• Is our pricing clear?
• Is there anything else you’d like to know before signing up with us?
• Will you shop with us again? Why/why not?
• Do you think the form has any confusing/unnecessary input fields? QUESTION IDEAS
SESSION RECORDINGS
Shows individual recordings of a user interacting with your site. Unlike heatmaps, this isn’t aggregated data
Really blow their mind with a real life user recording with audio
Amazon.com – 80 Million Visitors every month! Thiscould fill: 24 Malls of America and 60 Disneylands
Source: PCMag, “Infographic: Just How Big Is Amazon.com?”
WAREHOUSES: 70 MILLION SQ FEET that’s more than: 700 Madison Square Gardens and could hold more water than 10,000 Olympic Pools
Source: Business Insider, “10 Mind-Blowing Facts About Amazon.com”
PROJECTED 2015 REVENUE: $100 BILLION that's $190,132 per minute and $15,844 every 5 sec
Source: Morgan Stanley’s Scott Devitt as quoted at ZDNet
49 MIN OUTAGE (JAN 2013): $3.2 mln+ LOST
AFFILIATE PROGRAM Amazon.com Associates: The web's most popular and successful Affiliate Program Page Title Says It All:
Source: Deloitte.com
Job Description in 2008: Amazon had 2 Million affiliates, in 2013 a press released mentioned that 40% of the revenue comes from the affiliates.
Interesting Facts (2014): Amazon owns every fourth dollar spent online in the U.S. (and every third in Q4); For the first time in a decade, Wal-Mart's web sales grew faster than Amazon's (30% vs 20%); Yet, in 2015 Amazon is on track for $100 billion in revenue, predicted to eclipse Wal-Mart.
Low Payment Threshold: If you select payment by direct deposit, we will directly deposit the advertising fees you earn into the bank account you designate, but may accrue and withhold advertising fees until the total amount due to you is at least $10.
Brian Littleton, President and CEO of ShareASale, held the initial keynote at Affiliate Summit 2015. ShareASale is platform for companies to promote their affiliate program.
In his role as CEO of ShareASale, Brian has connected thousands of merchants and affiliates alike since 2000, ensuring mutual profitability while preserving the spirit and core values of the affiliate marketing industry.
ShareASale celebrates its 10th anniversary this year and currently supports over 3,600 small- to medium-sized merchants, working strategically with its clients, both on the advertising and publishing end, to maximize their individual potential.
Brian talked about four Business Justifications he is using as a guiding principle:
How to make decisions, consistently
How to deal with angry customers or problems
How to have fun in your business
How to surround yourself with the very best
He is not only considering the first 30 days of a decision (Example: „We can make money with pop ups!„), but also the last 30 days („These pop ups are spam! Who is responsible?„). Brian did not allow Adware etc. and made an ethical decision to keep such kind of programs out of their portfolio. He also made sure, once the company grew, to give back, to charity, help fundraising, …#
In addition to that, never forget where you came from – grow and strengthen the relationships between your company and its stakeholders.
In his company, he introduced the „off the wheel“ principle – for several hours a week, you are not allowed to work, but have to improve yourself (e.g. learn Excel, take dancing classes, …). If you do this on a consistent weekly basis, you will make a lot of progress!
He advocates leaving the home office and switch it out for a „regular“ office, to bounce off ideas of one another. And last but not least: Make sure to watch TV! He recommends watching „The Profit“ and „Shark Tank„, to sharpen your business sense – and also, to answer the questions asked for your own business.
Alle Jahre wieder freue ich mich auf den Affiliate Summit, wenn für ein paar Tage tausende Affiliate Marketers und illustre Personen aus dem Online Marketing sich im Herzen von New York einfinden.
Ich werde live vom Event über die Sessions berichten, viele der Präsentationen finden sich bereits bei Slideshare.
Am Vorabend des Affiliate Summit gab es dieses Jahr nicht das „obligate“ Affiliate-Networxx Treffen mit den deutschen Teilnehmern, sondern statt dessen ein Meetup mit einigen deutschen und vielen internationalen Mitgliedern des STM-Forums.
STM, www.StackThatMoney.com, ist ein kostenpflichtiges Online Marketing Forum ($99 pro Monat), das sich um Schwerpunktthemen wie Mobile, Facebook, Adwords, Adult, Media Buys, PPV etc. dreht.
Manuel, ein junger Deutscher, hatte dazu im Bierhaus geladen, und etwa zwei Dutzend Männer und eine Frau haben sich die Gelegenheit nicht nehmen lassen, sich mit Gleichgesinnten bis in alle Nacht hinein auszutauschen und Tipps und Tricks voneinander zu lernen.
2018: Es werde 73 Milliarden Inbound Calls erwartet!
„Offline Awareness turns to online intent, digital connection leads to human interaction!“
Die Industrie Verticals haben sich nicht verändert in den letzten 100 Jahren – nur die Consumer Touchpoints
„Not KISS – make the consumer work for it, inform the consumer first!“
Ein „Call Now“ Button sollte erst dann da sein, wenn die Leute informiert sind, bevor sie anrufen – und Telefonnummer anzeigen, aber nicht klickbar machen
Button sollte nicht unten in der Mitte auf dem Handyscreen sein, wo der User navigiert – statt dessen auf mobile optimierte Landingpage senden, und von dort dann anrufen lassen.
Essenziell: Mobil optimierte Seiten!
3/4 der Leute bevorzugen es, ein Formular auszufüllen anstatt anzurufen
Brian Littleton, President and CEO of 
