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Other Added - The Dirty Little Secret Nobody Tells You About Website Split Testing
Leadership is defined as the capacity or ability to guide others to accomplish an objective. To provide leadership, one needs to be a leader.The following is a quote that captures the essence of a great leader: The six most important words: "I admit I made a mistake." The five most important words: "You did a good job." The four most important words: "What is your opinion?" The three most important words: "If you please." The two most important words: "Thank you." The one most important word: "We." --Author UnknownWouldn’t you love to work with a
I view selecting test variables, kind of like picking stocks. You can do all of your homework, use a variable that has boosted response on every other site you tested and still not have a winner.
And the opposite can happen. You can test a variable that you are almost positive will be a dog, (or even make an error when setting up your variables) and it can boost response. I’ve often seen headlines that I hated or graphic images that were down right UGLY convert better than the more appealing versions.
So just like picki
The economy is rebuilding and employment opportunity is improving in almost all sectors both public and private. If you are in the job market either as a recent graduate or you are just ready for a career move, there is likely to be an employment opportunity out there for you. But, how do you find an employment opportunity? Where are all of the job listings for that perfect job? Or maybe you want to consider self employment. It is up to you. The employment opportunity is there, you just have to find it.The first tip is to not be concerned too much about the classifieds in the paper
Nearly all "online marketing gurus" promote the benefits of conducting split tests and multi-variable tests on your website. But, few (if any) tell you the WHOLE truth about how to test, what to test and what results to realistically expect from your testing.
The consequences? Many online markers become confused by and disappointed with their first fledgling attempts at conducting testing campaigns on their websites.
Because their results often don’t live up to the "hype", they become discourage and simply assume that "testing doesn’t work" or "it’s not worth the effort".
I hear this from my clients all the time. They will tell me, "oh... I tried testing on my site and it didn’t help."
Well... in an effort to clear up a few of the misconceptions about testing and help folks overcome some of the unrealistic expectations that simply set them up for disappointment, I’m about to tell you the "dirty little secret" that the gurus usually fail to mention.
Every variable you test will NOT automatically improve sales. In fact MOST of the variables you test will either reduce response or make no measurable difference!
In fact, after conducting over 6,000 split and multivariable tests over the past six years I’ve generated some pretty good data on what you can expect to achieve in a typical testing campaign.
In most multivariable tests only 1/4 to 1/3 of your variables will boost response. Another 1/4 to 1/3 of your test variables will actually reduce response. And 1/3 to 1/2 of your variables won’t make a measurable difference.
(Well... that’s not entirely true. If you run any test long enough a winner will usually emerge, but it is not worth the trouble to let a campaign run for months on end just for a 1/10th of a percent improvement in conversion.)
Of course, the more experience you gain in testing, the better your odds of finding a variable that will be a winner... but you still have no guarantees.
Often variables that you are sure will boost sales, wind up having no effect or worse, decrease response.
I’ve seen tests where a 1 year guarantee was tested against NO guarantee and the no guarantee version won. I’ve conducted price tests in which we tested $17 vs. $97 and $97 converted better! (Not just higher visitor value, but actually higher conversion!)
So it really is impossible to know in advance what version or variable is going to win. Experience and prior testing data can help you make an educated guess, but you still have to test it and see.
I view selecting test variables, kind of like picking stocks. You can do all of your homework, use a variable that has boosted response on every other site you tested and still not have a winner.
And the opposite can happen. You can test a variable that you are almost positive will be a dog, (or even make an error when setting up your variables) and it can boost response. I’ve often seen headlines that I hated or graphic images that were down right UGLY convert better than the more appealing versions.
So just like pickin
I do a one-man show.It goes by various names, but generally it pertains to selling, customer service, and to phone work.I suppose you could call me a Performance Artist.I perform, “live,” though I have been captured on audio and video. People pay admission to see me, to watch me as I speak about various things, sometimes using celebrity impressions and odd sounds and pantomime to vivify my points.When I succeed, my show is booked again, and occasionally the same people want to pay an additional admission to see a command performance.Call them crazy, but even I
I hear this from my clients all the time. They will tell me, "oh... I tried testing on my site and it didn’t help."
Well... in an effort to clear up a few of the misconceptions about testing and help folks overcome some of the unrealistic expectations that simply set them up for disappointment, I’m about to tell you the "dirty little secret" that the gurus usually fail to mention.
Every variable you test will NOT automatically improve sales. In fact MOST of the variables you test will either reduce response or make no measurable difference!
In fact, after conducting over 6,000 split and multivariable tests over the past six years I’ve generated some pretty good data on what you can expect to achieve in a typical testing campaign.
In most multivariable tests only 1/4 to 1/3 of your variables will boost response. Another 1/4 to 1/3 of your test variables will actually reduce response. And 1/3 to 1/2 of your variables won’t make a measurable difference.
(Well... that’s not entirely true. If you run any test long enough a winner will usually emerge, but it is not worth the trouble to let a campaign run for months on end just for a 1/10th of a percent improvement in conversion.)
Of course, the more experience you gain in testing, the better your odds of finding a variable that will be a winner... but you still have no guarantees.
Often variables that you are sure will boost sales, wind up having no effect or worse, decrease response.
I’ve seen tests where a 1 year guarantee was tested against NO guarantee and the no guarantee version won. I’ve conducted price tests in which we tested $17 vs. $97 and $97 converted better! (Not just higher visitor value, but actually higher conversion!)
So it really is impossible to know in advance what version or variable is going to win. Experience and prior testing data can help you make an educated guess, but you still have to test it and see.
I view selecting test variables, kind of like picking stocks. You can do all of your homework, use a variable that has boosted response on every other site you tested and still not have a winner.
And the opposite can happen. You can test a variable that you are almost positive will be a dog, (or even make an error when setting up your variables) and it can boost response. I’ve often seen headlines that I hated or graphic images that were down right UGLY convert better than the more appealing versions.
So just like picki
Managers who delegate regularly and delegate well create a motivating work environment for their employees. But it’s not enough to simply hand off assignments and responsibilities and walk away. The manager needs to stay involved from describing the assignment clearly, to providing ongoing feedback, and finally acknowledging the work of the employee who completed the delegated task. So delegating is not a hands-off strategy or a way to off-load unpleasant tasks.A few months ago, I had an experience as a volunteer at my daughter’s elementary school that highlighted just how motivating (or
In fact, after conducting over 6,000 split and multivariable tests over the past six years I’ve generated some pretty good data on what you can expect to achieve in a typical testing campaign.
In most multivariable tests only 1/4 to 1/3 of your variables will boost response. Another 1/4 to 1/3 of your test variables will actually reduce response. And 1/3 to 1/2 of your variables won’t make a measurable difference.
(Well... that’s not entirely true. If you run any test long enough a winner will usually emerge, but it is not worth the trouble to let a campaign run for months on end just for a 1/10th of a percent improvement in conversion.)
Of course, the more experience you gain in testing, the better your odds of finding a variable that will be a winner... but you still have no guarantees.
Often variables that you are sure will boost sales, wind up having no effect or worse, decrease response.
I’ve seen tests where a 1 year guarantee was tested against NO guarantee and the no guarantee version won. I’ve conducted price tests in which we tested $17 vs. $97 and $97 converted better! (Not just higher visitor value, but actually higher conversion!)
So it really is impossible to know in advance what version or variable is going to win. Experience and prior testing data can help you make an educated guess, but you still have to test it and see.
I view selecting test variables, kind of like picking stocks. You can do all of your homework, use a variable that has boosted response on every other site you tested and still not have a winner.
And the opposite can happen. You can test a variable that you are almost positive will be a dog, (or even make an error when setting up your variables) and it can boost response. I’ve often seen headlines that I hated or graphic images that were down right UGLY convert better than the more appealing versions.
So just like picki
Out-sourcing your Catalog Management is a big step for any organization. It sounds great in theory, but the execution is not always clear. What exactly can you expect from the service provider? How does it really work? …and most importantly: Is it the right thing to do?Often the decision to out-source your Catalog Management function can turn out to be more advantageous than you had ever imagined. Not only is your data integrity maintained, but some additional unexpected side benefits may also be realized.Catalog Management companies have dedicated staff who are constantly w
Of course, the more experience you gain in testing, the better your odds of finding a variable that will be a winner... but you still have no guarantees.
Often variables that you are sure will boost sales, wind up having no effect or worse, decrease response.
I’ve seen tests where a 1 year guarantee was tested against NO guarantee and the no guarantee version won. I’ve conducted price tests in which we tested $17 vs. $97 and $97 converted better! (Not just higher visitor value, but actually higher conversion!)
So it really is impossible to know in advance what version or variable is going to win. Experience and prior testing data can help you make an educated guess, but you still have to test it and see.
I view selecting test variables, kind of like picking stocks. You can do all of your homework, use a variable that has boosted response on every other site you tested and still not have a winner.
And the opposite can happen. You can test a variable that you are almost positive will be a dog, (or even make an error when setting up your variables) and it can boost response. I’ve often seen headlines that I hated or graphic images that were down right UGLY convert better than the more appealing versions.
So just like picki
IntroductionManagers have two powerful ways of improving the performance and productivity of their subordinates, which are counseling and on the job training.Counseling is the process of helping a subordinate define and resolve personal problems that effect performance or in order to develop a good attitude to work.On the job training is the process of explaining, demonstrating and the structured supervision of specific skills or particular tasks. It is similar to the teaching process. On the job training is often referred to as OJT.These are highly effective
I view selecting test variables, kind of like picking stocks. You can do all of your homework, use a variable that has boosted response on every other site you tested and still not have a winner.
And the opposite can happen. You can test a variable that you are almost positive will be a dog, (or even make an error when setting up your variables) and it can boost response. I’ve often seen headlines that I hated or graphic images that were down right UGLY convert better than the more appealing versions.
So just like picking a stock, past performance doesn’t guarantee future results! Every single variable you test will not be a winner. In fact when it comes to the stock market, if you can pick a winning trade just 51% of the time, you’ll become rich.
The same principle applies to test variable selection. If you’re able to consistently pick winning variables 50% or the time or more, you’re doing an outstanding job! (Or you’re simply not running enough tests...)
Now, am I telling you all of this to discourage you from testing? ABSOLUTELY NOT!
Like I said at the beginning of the article, I’m a testing fanatic.
I’ve seen small businesses transformed into "big" businesses almost overnight via proper testing.
I’ve seen a laid off, single father go from struggling to pay the bills selling an ebook to making a solid six figure income by only tweaking and testing 4 items on his sales letter.
Done right (and with proper expectations) testing can indeed change your life and transform your business.
I just want to make sure that you go into the process with the right, long term mindset and that you don’t become discouraged and quit if your first attempts at testing fail to yield earth shattering improvements in response.
The good news for testing is, because you can flush the variables that don’t boost response and only keep the "winners", even if you only pick a winner 10% of the time you’ll still make huge gains in conversion and response over the long haul.
Happy testing!
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