We get testy with each other this week, as we talk about how to effectively run tests on your website in order to increase conversion and revenue. The episode also features a super-secret special guest from a galaxy far, far away.
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How Smart Hotels Test and Grow at www.fueltravel.com/abc
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Show Notes:
In the news:
New Trump hotel not to carry the Trump name - https://skift.com/2016/06/07/trump-hotels-will-avoid-the-trump-name-with-new-lifestyle-brand/
Arizona Legalizes AirBNB Investment Properties - http://www.hotel-online.com/press_releases/release/arizona-legalizes-airbnb-investment-properties
AirBNB Local Guide Program - http://techcrunch.com/2016/06/03/airbnb-begins-testing-city-hosts-program-to-give-guests-guided-one-of-a-kind-experiences/
Popular Testing Ideas:
Offer
Layout
Navigation
Urgency
Email Capture
Fundamentals:
Yoda - You must unlearn what you have learned
Check out https://www.whichtestwon.com/
Experimentation - no idea is a bad idea
KPIs - Understand exactly what metrics will be measured
High Volume Pages - test pages that get a lot of traffic before pages that get little traffic
Iterative Testing - change one element at a time on a page, and then build upon the results
Multivariate Testing - Common misunderstanding of what MVT is and isn’t. Keep number of variations to a minimum, as the more variations, the more traffic needed to get statistically significant results. Explain differences in testing software in how MVT is served. Device Type - Segment results based on device type and/or run different versions of test for different types
Failure - a test that results in a negative result is not a failed test
Questionable Outcome - indicates variations were not different enough, or that element doesn’t have an impact on conversion
Patience - wait for the full test results
What testing software is right for you?
VWO - https://vwo.com/
Optimizely - https://www.optimizely.com/
Unbounce - http://unbounce.com/
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