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Posts Tagged ‘a/b testing’

5 A/B Test ideas for mobile gaming apps

October 31st, 2016

We talk a lot about A/B testing here on MarketingExperiments. What we don’t usually talk about is A/B testing for the mobile web…especially testing within mobile apps.

I thought we should change that. As I was scouring the web looking for mobile A/B tests, I found this 2-year old video by Amazon.

Apparently, Amazon Web Services (AWS) at one point had an A/B testing feature that is now closed.

When they had testing, however, one app developer used it extensively and shared their experiences in a promotional video for the feature on Amazon. The developers were behind the game Air Patriots. Russell Caroll was the Senior Producer for the game and Julio Gorge was the Game Development Engineer. The game is a kind of aerial take on the classic tower defense game genre.

air patriots screenshot

Air Patriots

Granted, this was a promotional video, but the content still speaks for itself. These guys had (and still have by the looks of it) a fairly successful mobile app and they ran some successful tests. It’s a great starting place for what you can test in your mobile app.

By the way, while Amazon has shut down its A/B testing feature, there are many other tools for testing mobile apps that will accomplish the same thing the developers talk about in the video.

Read more…

Expert Interview: How Humana uses Voice of Customer data and Creates “Super Tests” to drive customer engagement

September 6th, 2016

loveridge_title-screenMike Loveridge is the Head of Digital Conversion Optimization at Humana. In his position, he has conducted more than 300 tests, and achieved a 70%+ win rate. No matter how you slice it, he is an expert in the field of conversion rate optimization.

Back in February, Courtney Eckerle, Managing Editor, MarketingSherpa sat down with Loveridge at the MarketingSherpa Summit in Las Vegas to talk about Humana’s testing and optimization practices.

In this short interview, Loveridge discusses the benefits of Voice of Customer data, and how Humana creates “Super Tests” by testing the component parts of webpages before doing a radical redesign.

You might also like:

Humana on the power of iterative testing

Homepage Optimization: Tips to ensure site banners maximize clickthrough and conversion

Conversion Rate Optimization: Building to the Ultimate Yes

[Infographic] How to Create an Effective Testing and Optimization Plan

August 30th, 2016

Editor’s Note: This is the third step in last week’s post by Adam Lapp. Here’s Adam…

Paul Cheney
Managing Editor
MarketingExperiments

If you’re entrenched in Conversion Rate Optimization, A/B testing, or have read articles before from MarketingExperiments or MECLABS, you’re probably been inundated with the concepts of friction, anxiety, and value proposition.

But how do you take those concepts and build an effective test plan so you can start increasing your bottom line?

To help you with that, our team of amazing designers (shout out to Lauren, Charlie, Leah, James, and Chelsea) designed this infographic for you. Hope you find it useful. 🙂

MECLABS Institute - Conversion Heuristic Infographic

Share this Image On Your Site

You might also like:
The Web as a Living Laboratory
Test Plan: Build better marketing tests with the Metrics Pyramid
The Best Conversion Rate optimizers do NOT make changes to webpages…

The Best Conversion Rate optimizers do NOT make changes to webpages…

August 23rd, 2016

Editor’s Note: For anyone new to this blog, Adam Lapp has been MarketingExperiments’ head of optimization for around three years. He’s been optimizing web paths for much longer, though – somewhere in the ballpark of 10 years. I’ve personally worked with Adam for five years now, and he has, hands down, the most brilliant optimization mind I’ve ever seen.

So naturally, I was thrilled when he sent me a draft of this post for the blog. It’s been a while since Adam took some time out of his busy schedule to write for our blog, but his posts are full of real-world optimization wisdom that many of our readers have found invaluable in the past.

The casual tone of this post may be a little different from what you might be used to on this blog. That’s because I’ve left Adam’s personal writing style, for the most part, intact. This post is written by a true expert and I wanted it to be as directly from the source as possible.

I hope you enjoy. Here’s Adam…

Best,

Paul Cheney

Managing Editor

 

Best Conversion Rate optimizers_Adam

 

I remember I once I designed and ran four tests in a row — two product page tests and two homepage tests — for a Fortune 500 industrial supply company, and lost every time. The designs were solid – better navigation, easier to find buttons, improved copy and value proposition – but they all lost.

When I look back at it, these four tests lost because I was trying to optimize webpages.

So, what the heck am I talking about?

Well fortunately and unfortunately, the probability of a prospect converting begins increasing or decreasing long before they get your website.

Read more…

Writing an Email Like a Human “Absolutely Crushed” A Traditional Marketing Send [2 Min Video]

August 1st, 2016

“If you write an email like a human being would write an email, you’re going to get a better response.”

So says Nathaniel Ward, Associate Director, Online Membership Programs, The Heritage Foundation. The Heritage Foundation is a non profit conservative think tank focused on conservative policy formation and promotion.

I realize quoting a political organization of any kind is just asking for an incendiary response in today’s political environment, but bear with me on this one.

Partisan or not, they have a very sophisticated email marketing department, especially for a non profit. And Ward’s approach to email testing and messaging is critical for any organization to study and learn from.

Time Stamps:
0:27 – How the test was set up

1:17 – The results of the test

1:26 – Interpretation of the test results

1:43 – Ward’s takeaway for other marketers

You might also like…

Consumer Reports Value Proposition Test: What you can learn from a 29% drop in clickthrough

Online Testing: How a B2B SaaS nonprofit increased clickthrough on landing page by 291%

Email Marketing: Nonprofit achieves 12.5 times higher donation revenue per email than industry average

Earn a Graduate Certificate in Communicating Value and Web Conversion

Email Marketing: Test ideas for five types of email

July 1st, 2016

Testing your email marketing can help power some pretty impressive results – like a 100% increase in clickthrough or a 114% boost in revenue.

But … let’s be real … it is harder to test your email than to just send a single version of the email idea you come up with.

One challenge with email marketing – to keep your customers clicking and coming back for more, you need to endlessly come up with new messages and ideas for every email you send or set in an automation platform.

However, when you test your email marketing, you don’t get to create just one email for each campaign, you now need an A and a B (and a C and a D … etc. … etc. … depending on how many treatments you have and your list size can support).

To give you some new hypothesis ideas for your next email test, I interviewed Mike Nelson, Co-founder and Head of Marketing, ReallyGoodEmails.com, in the MarketingSherpa Media Center (MarketingSherpa is the sister publishing brand to MarketingExperiments).

He brought examples of five key types of marketing email from his site, which is described as a “modern-day museum” full of emails.

Read more…