A/B Mythbusters: Common Optimization Objections Debunked

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Post on 11-Aug-2014

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For every $92 marketers spend to drive traffic to their website, only $1 is spent on optimizing the experiences visitors encounter when they get there. But with the proven benefits of testing, why arent more companies spending on optimization? Weve compiled a list of common objections to testing and asked digital marketers what they have to say about them.

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  • A/B MYTHBUSTERS Common Optimization Objections: Debunked!
  • For every $92 marketers spend to drive trac to their website, only $1is spent on optimizing the experiences visitors encounter when they get there With the proven benets of testing, why arent more companies spending on optimization?
  • For every $92 marketers spend to drive trac to their website, only $1is spent on optimizing the experiences visitors encounter when they get there With the proven benets of testing, why arent more companies spending on optimization? Weve compiled a list of common objections to testing and asked our customers what they have to say about them. (Source: Econsultancy)
  • Your website already rocks
  • Your website already rocks MYTH BUSTED or does it?
  • Today, internet users expect MORE THAN EVER BEFORE.
  • Today, internet users expect MORE THAN EVER BEFORE. Figuring out the right experience to deliver customers is one of the most valuable questions online businesses like yours can answer.
  • Were maybe as good as a coin-ip at guessing whats going to be best for our users. We rely on testing to just make better decisions. Peter Koechley Co-founder
  • You dont have time for testing
  • You dont have time for testing MYTH BUSTED Its quicker than you think
  • You can get a test up and running
  • You can get a test up and running in a matter of MINUTES
  • Optimizely made building the experiment quick and painless. Within two weeks wed gured out how to boost trial sign-ups by 24%. Paul Godfrey Senior Developer
  • You have a lot of other priorities. Maybe youll bring on A/B testing next quarter
  • You have a lot of other priorities. Maybe youll bring on A/B testing next quarter MYTH BUSTED The time to start testing is YESTERDAY
  • The average conversion rate 3%FOR AN E-COMMERCE WEBSITE IS ONLY
  • The average conversion rate 3%FOR AN E-COMMERCE WEBSITE IS ONLY For a SaaS site, its 7% and for media, its 10%. A/B testing is the most used method for improving conversion rates. (Source: Search Marketing Standard)
  • My only regret is that we didnt start optimizing from day one. One of our early experiments generated a $40k return in monthly marketing ROI. My advice? If you care enough to install Google Analytics, you should be A/B testing as well. Steve Cannon
  • Your internal testing platform works just ne
  • Your internal testing platform works just ne MYTH BUSTED Optimizely supports your business more quickly and exibly than homegrown solutions
  • We were initially using a testing platform built and operated in-house, but found out quickly it was dicult to develop and lacked the functionality needed to test frequently. Optimizely has vastly improved our process by facilitating better exibility, analysis, and reporting. Eric Hanser, Lead Strategist
  • Youre doing a site redesign and dont have time to focus on testing until after that
  • Youre doing a site redesign and dont have time to focus on testing until after that MYTH BUSTED A redesign without testing is a waste of time and resources
  • Testing before and during a redesign helps you understand WHATS WORKING WHAT ISNT before you spend time designing and implementing changes.
  • Testing before and during a redesign helps you understand WHATS WORKING WHAT ISNT before you spend time designing and implementing changes. That way, your team can focus on building things that are proven to drive results.
  • A/B testing was extremely important in our website redesign process. Instead of launching the new site and analyzing the results later, we could try dierent variations and see what worked during the design process. Do Kil Creative Director
  • Testing inuences the product and design teams to build things in a certain way. We can measure things like how much money we saved because we stopped a certain design from going out - its very powerful. Brian Ashbaugh Senior User Researcher
  • You want to do more advanced testing, but dont have the development resources to set it up
  • You want to do more advanced testing, but dont have the development resources to set it up MYTH BUSTED You can do a whole lot without any development resources at all
  • With Optimizelys visual editor, BUILD and launchANYONE EXPERIMENTS IN MOMENTS. CAN
  • Optimizelys a visual editor, BUILD and launchANYONE EXPERIMENTS IN MOMENTS. CAN Even without technical know-how, users can track clicks and pageviews, build audiences for custom targeting, and QA experiment interactions for any given user.
  • Optimizely was a superb platform for the task, saving many hours of engineering time and making the testing process easy for team members with less technical skills (but other priceless qualities). Shai Alon Front End Engineer
  • You dont have the budget
  • You dont have the budget MYTH BUSTED The ROI speaks for itself
  • Successful brands and companies have seen HUGE WINS President Obama raised an additional $60 m using website optimization.
  • Successful brands and companies have seen HUGE WINS President Obama raised an additional $60 m using website optimization. SmartWool boosted revenue per visitor by 17%. The Guardian increased subscriptions by 46%.
  • We tested using dierent images on the homepage of our site. The result - a 14% lift in conversions, which had a sales value of 2 million USD per year. Martin Vinter Online Business Development
  • Testing with Optimizely pays for itself. With all the gains in conversions, in addition to how fast I can get a test turned around - literally the man hours Im saving by not having to leverage the tech team as much - those are huge impacts to our business. David Yeom VP of Marketing
  • You only need to run 1 or 2 tests to learn all you need to know about your site
  • You only need to run 1 or 2 tests to learn all you need to know about your site MYTH BUSTED Youll be surprised by what you can learn from proper and continuous testing
  • There are 100 ideas we want to test in the near future. Optimizely adds to our ability to move quickly and build on our site - test early, test often, launch early, launch often. Peter Koechley Co-founder
  • You dont know how to get started
  • You dont know how to get started MYTH BUSTED Dont worry, weve got your back!
  • Ready to learn what optimization can do for you? to learn more & get started today! proudly brought to you by Request a demo