Showing posts in “Case Studies

Unconventional Places to Find Ideas for Your Next A/B Test

Investigator searching for data with magnifying glass

Before you can come up with meaningful A/B tests for your e-commerce store, you need to understand what your customers value when making purchases and what turns them away. The traditional method of collecting customer feedback via surveys has drawbacks.

Other, more unconventional, sources of information exist that can be extremely helpful in generating ideas for A/B tests. They are your customer service records, public forums, competitor data, and internal search keywords.

How HubSpot Personalizes Every Customer Touchpoint

Customer Concept

At HubSpot, optimization is something we focus on every single day. It helps us deliver more engaging experiences to our customers and see greater returns on the content we push across our marketing channels.

We test and personalize just about everything. Here are a few examples of experiments we’ve run that have measurably improved our marketing programs.

The Impact of Symmetry in Online Marketing

symmetry

You may have heard that keeping your ad consistent with your landing page is good. But is that a myth? And if it isn’t, how can you quantify the impact of this symmetry? In early 2013, we performed an experiment on our Pay Per Click landing page aimed at answering these questions.

Our goal was more to answer an interesting question than to find a conversion lift, but we were pleasantly surprised to discover that making our landing page mirror our ads led to a tremendous lift in conversions.

2 Controversial Site Redesigns That Should Inspire You to A/B Test

Original version of Netflix page.

When it comes to making better data-driven decisions, the sooner the better. Often the temptation is to wait until after the redesign is done or the feature is rolled out. “Oh, we’re doing a redesign; we’ll do the A/B testing afterwards.” The fact is you actually want to A/B test the redesign. One story from Digg and another from Netflix show why.

Around 2010, Optimizely co-founders Dan Siroker and Pete Koomen were introduced to the folks at Digg by their new VP of Product Keval Desai to talk about using Optimizely. Their response was, “We are busy working on a complete overhaul of our site. After we do that, then we’ll do A/B testing.”