Conversion and optimization: case studies

Convince your boss with results from actual A/B split and MVT tests.

How to find real-life examples of A/B tests.

Top 5 most frequent A/B tested sites

Amazon      ++  (according to source 1 @ 11:30, everything is analytics based, e.g. search bar size)
Microsoft

Dell 
Sears, Disney, Skype, Monster, Amazon.com, H&R block, T-Mobile, IBM, Citi, MS Live Search Maps, esurance, Disney  (here)

No. 2 online retailer Office Depot   (Forrester 2006)

Check out the clients/references/testimonials of big players on the testing market.

Qualatitive

On the other scale, compared to Amazon e.g. eBay (great filtering, but too many links on category pages, also poor product page) overdose the “listening to the user” research (source @ 19mins). The best is mid-way.

Real-life conversion case studies

http://whichtestwon.com
http://www.abtests.com/
http://visualwebsiteoptimizer.com/ideafox.php (search engine that searches http://www.avangate.com/clients/case-studies/ , and many more…) TIP
[my Rollyo/GSE search engine here]
http://visualwebsiteoptimizer.com/split-testing-blog/how-replacedirect-used-ab-testing-to-reduce-cart-abandonment-by-25/  Most important, they added a product overview and removed redundancy
http://www.youshouldtestthat.com/ http://www.pitstopmedia.com/sem/
Google: (keywords, e.g. navigation removed check-out) (case OR) found OR results converted OR conversion OR optimized OR optimization (OR “A/B” OR MVT)
http://www.goodui.org/evidence/

Optimization resources

(websites and blogs dedicated to testing and optimization):

  1. http://www.elasticpath.com/
  2. www.getelastic.com
  3. http://www.paulrouke.co.uk/
  4. http://www.marketingexperiments.com/blog/category/research-topics/landing-page-optimization-research-topics  (Marketing Experiments blog, a bit harder to find actual results) +
  5. http://www.grokdotcom.com/ +-
  6. http://www.widerfunnel.com
  7. testingblog.widemile.com/
  8. http://www.marketingsherpa.com/ have some of the best marketing data
  9. http://websiteoptimizer.blogspot.com/
  10. http://www.uxbooth.com/ +
  11. http://www.conversationrate.com/
  12. unbounce.com  (NV)
  13. http://blog.clicktale.com/
  14. http://conversionxl.com/

More @ http://www.seoptimise.com/blog/2010/07/30-multivariate-ab-split-testing-tools-tutorials-resources.html (see ‘Case studies’)

Directory of more web resources

www.conversionrateguide.com/conversion-rate-optimization-resources/

Secondary resources

…but still worth checking now and again

http://www.checkoutoptimization.com/

Best practices

http://econsultancy.com/uk/blog/tags/design ++
– http://econsultancy.com/nl/blog/63462-ecommerce-product-pages-where-to-place-30-elements-and-why

http://www.widerfunnel.com/conversion-rate-optimization/31-conversion-optimization-tips-and-counting

Surprising results

http://www.smashingmagazine.com/2010/06/24/the-ultimate-guide-to-a-b-testing/

Books

http://www.amazon.com/Landing-Page-Optimization-Definitive-Conversions/dp/0470174625/ref=pd_sim_b_7 (more about measuring and theory, rather than hands-on practical case studies)

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