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Which Test Won? The Live Event: 16 Key Takeaways

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Content marketing strategist

On Thursday 29 and Friday 30 May 2014, three members of the Fresh Egg team headed up to London to attend Which Test Won? The Live Event – a two day conference all about A/B testing, multivariate testing and personalisation.

Digital marketing consultant (and resident @conversionperv) Duncan Heath, account director Lisa Rippon and digital marketing analyst Helen Nash were there to learn more about how to do all of the things we want our conversion optimisation (CRO) campaigns to help us achieve.

So, from two days of presentations focusing on case studies and deep dive sessions from testing peers, what did we learn?

Here are Fresh Egg’s 16 top takeaways from the Which Test Won? 2014 live event.

Andrea Warner, Which Test Won? staff: Top takeaways from TLE Europe 2014

To wrap up on Friday afternoon, Andrea Warner recapped the top themes of the entire Which Test Won? The Live Event. Her round up seems as good a place as any to start our list!

1. Validate your tests – treat with scientific standards

2. Keep track of your test history (CRO professionals move every 18 months on average – you need to keep a record of testing)

3. Prepare to fail in testing – test to learn, not to win

4. Technology no longer has to be the blocker

5. Do not copy winning tests on other sites – test for yourself

6. Run a test for at least as long as your business cycle – over two cycles is better

7. Design for users, not the business – consumers come first!

Justin Rondeau, Which Test Won? chief editor: High impact tests for 2014

In his keynote, Justin Rondeau talked us through some of the main trends he’s been picking up on through thousands of tests. Two of them made it to our key takeaways list:

8. You need to test with purpose, because when you’re wrong, you need to know why – without a methodology, you won’t learn as much from successes or failures

9. The use of mega images is growing – the use of high quality ‘mega images’ seems to convert well

Justin Rondeau discussing the mega image trend

 Justin Rondeau, chief editor of Which Test Now? discussing the mega image trend

Karl Gilis, AG Consult managing partner: Suzuki Belgium’s Funnel Revamp Tests

Suzuki Belgium recently optimised their entire sales funnel, which Karl Gilis talked the audience through. One of the most impressive results:

10. Changing long copy on a product page to bullet-pointed facts resulted in a 78% increase in clickthrough to the next step

Allen Lee, Norton senior manager ecommerce sales and marketing: Symantec’s Asia-Pacific Market Tests

Allen Lee’s Symantec case study shone light on the importance of using customer insight to shape strong hypotheses and taught us that:

11. The best optimisation test hypotheses will always come from actionable customer insights – if you understand your customers, you’ll create something they like

Mike Batko, Cleverbridge: International Cart Optimisation Tactics

In one of the favourite talks of the entire conference, Mike explained some of the key considerations when running CRO campaigns on ecommerce sites selling to more than one country. Of all the interesting learnings, our favourite was:

12. Before a visitor sees the cart, you can personalise their checkout form based on their location – for example, the currency can be corrected, country field automatically filled in, not stating that prices include tax for US customers (the majority will automatically assume this) and placing the currency symbol after the price for those in non-English speaking Europe

Mike Batko of Cleverbridge demonstrating user profiling

 Mike Batko of Cleverbridge demonstrating user profiling

Ton Wesseling, Online Dialogue chief optimisation officer: Learn How to Win 10+ Which Test Won? A/B Testing Awards

Through discussing Online Dialogue’s secrets of testing success, Ton explained:

13. Chunking can increase conversion – break long copy or lists into groups to improve readability and conversions

Mark Carlok, Clarks: Clarks’ Top A/B & MVT Tests

Mark Carlok shared some impressive results from Clarks’ ongoing testing, and helped hammer home one of the golden rules of CRO:

14. When you’re certain about something, test it – you can never be certain until you’ve tested

Karsten Lund, Atcore: NeuroWeb – Optimizing Online Content with the Brain in Mind

Karsten Lund’s presentation centred on the power of the unconscious mind and how neuroscience can help you create a better test. He explained the concept of ‘prospective memory’:

15. When we own something, we always value it more highly. When someone visualises something (for example, owning and walking in a pair of shoes) they do, in part, believe they own that product and therefore value it more. They have created a prospective memory – a ‘memory’ of a future event – of themselves owning that product. If you can encourage users to visualise themselves with a product, they will be more likely to buy

Peter Hardingham, Conversion Rate Experts: Test Prioritisation and Implementation for Large Sites

In his presentation, Peter Hardingham discussed working out and prioritising which hypotheses are worth testing when you’re dealing with too many testing ideas all at once. He also brought us our sixteenth key takeaway:

16. Embrace ‘dogfooding’ – use your product to truly understand it, and what your customers think about it, to formulate better hypotheses

Did you attend the event? Join the conversation by leaving a comment below or tweeting @FreshEgg .

Want to know more about CRO? Check out some of our other recent blog posts:

Contact us to find out more about Fresh Egg’s CRO services.



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