|Wednesday, 10 August 2011|
Topic: Negative Lifts: How a 24% loss produced a 141% increase in conversion
Testing and optimization can lead to impressive, triple-digit gains and far higher conversion rates for all the traffic you’re spending time and money driving to your website.
However, testing anything on your website can be a bit frightening to the average marketer. For instance, what happens when you don’t get a lift?
Well, that’s exactly what happened with a recent test we did for one of our research partners…
We ran two tests and managed to get zero lift on the first one and a 25% decrease on the second.
However, the learning we received from those two losses was incredibly valuable. When we finally applied what we learned through those losses, it ultimately led at a conversion increase on the homepage of 141%.
So how did we do it?
It all comes down to test design. If you can design your test so that you’ll get the maximum amount of learning every time, it’s always worth the investment.
In this web clinic (funded by HubSpot and originally held Wednesday, August 3, 2011) Dr. Flint McGlaughlin, Managing Director of MarketingExperiments, taught the process we used to design our test so that you could apply it to your own optimization strategy.
At the end of the clinic, we had a live Test Strategy Session where we took some of the pages our audience wanted test and told them the way we would go about testing those pages to get the maximum learning of your audience.
Here are what some of the audience members had to say about the Web clinic: