Category : Testing & Optimization

Conversion Rate Optimization Landing Page Optimization Testing & Optimization

How to calculate the ROI of your CRO program

CRO is an investment. Make sure it grows.

The objective of a conversion rate optimization (CRO) program is simple – get more value out of your existing audience.

For any business that invests resources in getting people to their website, this should be a critical piece of the strategy. Search engine marketing, social media marketing, email marketing, blogging, SEO, and many other promotional efforts are intended to drive people to the same destination hub – your website.

Website is your destination hub

Because your website is the critical path for customer acquisition, a small increase in conversion rate has great scale, and therefore, great impact.

Unfortunately, I’ve noticed that when it comes time invest in CRO versus other marketing expenditures, like putting more money into PPC, we tend to lack an objective way to evaluate the decision. This lack of objectivity leads us to justify CRO without a clear or compelling KPI to back it up, and can lead to under-investment.

Let’s solve that problem.

In this post, I’m going to review how digital advertisers evaluate and justify their media budgets, show you a way to similarly calculate your return on CRO, and review some reasons why a CRO program may not always provide you with a positive return.

Ready? Let’s go.

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Testing & Optimization

A/B Testing – When To Implement And What To Expect?

A/B Testing

One of the best ways to figure out appropriate content, design and marketing strategies for your online business is through A/B testing. You can use controlled tests and sound empirical data to determine which tactics work for your company and your product. A/B testing is a method that is used to compare two versions of web pages or apps against each other to ascertain which one performs better. Basically, it is an experiment wherein a couple of web page variations are shown to a user and statistical information is used to evaluate the better-performing alternative for a set conversion goal.

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Testing & Optimization

Educational Universities – What kind of tests you can run on the Degree Pages?

Lately, we have been getting a lot of enquiries from the Universities based out of North America regarding a gradual decline in the engagement numbers on their Degree Pages since the beginning of the year 2013.

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Testing & Optimization

Homepage Testing – For how long should it go?

Homepage Testing

designer drawing website development wireframeThat’s the most popular question we have faced during our Testing and Optimization efforts with our clients. This simple sounding but very important question asks a lot of itself. And the answer is that the duration depends upon the achievement of goals of the test and also upon the confidence level attained so far.

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Mobile App Testing Testing & Optimization

Why is it difficult to conduct an A/B test on a Mobile App?

As the gap between desktop and mobile devices is narrowing down and usages of these different devices are overlapping, optimization of efforts by methods such as A/B Testing is also becoming severely important for the mobile platform.

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Testing & Optimization

What should we do if our Multivariate Test (MVT test) doesn’t result in statistically significant results?

Multivariate Testing

In the previous post, What Factors Impact The Duration Of Your Multivariate Test?, I had mentioned about two elemental factors that impact it — the Traffic Volume and Test Combinations. I had illustrated the effect of volume due to the number of combinations to get a better idea of its impact on the Test. However, there are situations when an MVT fails to provide a definite winner. Reason – Results are not statistically significant. Does it seem like doors to a happy ending are suddenly closed?

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Testing & Optimization

What factors impact the duration of your Multivariate Test?

Multi Variate Testing

 

Testing for optimization has been an essential scientific method, but it has its own requisites that have to be taken care of. Testing two variations can solve many confusions in the form of A/B Testing. But there is also the need of testing website properties by varying more than two components at a time, which is referred to as Multivariate Testing or MVT. It is also worth noting that it is simpler to run an A/B Test compared to run an MVT. The ease of setting up an A/B Test makes it a better choice to test major variation changes which can be limited to the variation of two types. In fact, testing of more than two largely disparate variations is also generally referred to as A/B Tests, though they happen to be A/B/“n” Tests. These would be applicable if all the variations are significantly different from each other.

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Testing & Optimization

Understanding the Difference between A/B & Multivariate Testing and Usability Testing

Testing & Optimization

 

What is the difference between A/B & Multivariate Testing and Usability Testing?

Remember the last time you were involved in making a critical decision about your site? You may have faced an internal struggle to find the optimum balance between functional requirements and the business goals. You want your site to be the go-to destination for your customers and prospects. You also want your site to meet the business targets you have set and generate ROI.

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