Bradley: Yeah, I mean that’s a big problem for a lot of people at the moment. If your page is taking like more than five seconds to load, you could be losing a lot in terms of conversion.
So one of the elements in that module I just talked about is running some tests on your site, like going to Pingdom, checking your load speed, and just fixing any errors in your code that are causing your page to load slowly.
So that’s not necessarily something around the split testing, but it’s kind of you know, you’ve got to get this stuff fixed because it’s a complete no-brainer.
5-step process to get actual results
John: Yeah I was just going to add that guys that really one of the first things that we sort of educate people on doing is really to understand their sales process and mapping out the funnel throughout that site.
Going from the landing page all the way through to order confirmation page and sort of highlighting where they should really focus their attention first because there’s no point just going out there and guessing and putting together split tests and going from there you really do want to sort of grab the problem areas first and the areas that you can get big wins from quickly.
So I think it may be important if Bradley could go through a simple five-step process as part of how we educate our students and our clients on how to implement things quickly so as that they are not wasting their time and effort on things that take longer time to produce the actual results.
Bradley: Yeah, good point, John. So yeah, like you said, one of the first steps is mapping out the conversion funnel, which really is just a case of taking a quick dive into your analytics and seeing where your big drop-offs are, which basically highlights where you’re leaking cash, and where the opportunities are for split testing.
Because there’s no point running a split test on your homepage if your biggest problem is on your add to cart page. So that exercise quickly laser-focuses you in on what’s going to get you the biggest results most quickly.
And the third step is just sitting down, analyzing all the feedback you’ve got, and then brainstorming test ideas and coming up with hypotheses.
And then crucially, the next step is scoring and ranking those ideas based on what we call testing magnitude, so there’s no point steaming in your first test and completely redesigning your entire checkout funnel, because a) it’s going to be a massive time suck in terms of resources, and b) you might not want to be doing that as you first test.
You might want to cherry-pick the ideas that are going to get you the big bang for your buck, but not be a huge time suck. So it’s important to sit down and balance out workload versus the predictive results. And then obviously the final step is split testing them.
James: Perfect. So that’s a really nice little outline.
John: I think the other important thing is once you’ve got that information, we’ve been lucky enough to work essentially across roughly 26 different industries and work with some of the big players and we’ve been able to capture the data and we’ve come up with what we believe to be 75 proven split test ideas which allow us to take proven different tests that we can plug in quite quickly.
So Brad maybe you can give some examples of some of the tests and the kind of results that we’ve been able to get.
Bradley: Yeah, so, just a quick example was we had a site that was selling spare parts for a home appliance store. And their conversion rate was pretty awful, was less than one percent.
But they’re still doing a good amount of business per year, because they’re in a good niche, and they basically ran some Qualaroo surveys, and they found out that their biggest objections were people wanted their parts in a hurry, because obviously their machine had broken down or whatever, and that was kind of like, “When am I going to get my part?” was a big question that came up.
And the other thing was they really worried about ordering the wrong part because there was like a million different choices, because there was so many products that they were supplying parts for.
So all we did was simply introduce a bold guarantee, which was one of the ideas in our 75 proven ideas, which was just come out with a really strong guarantee, to kind of overcome those objections.
So once we knew what they were, all we did was introduce what we called, “Get the right part the first time and on time” guarantee. And alongside that, we also highlighted the fact that most of their parts are available from stock and that it was same-day shipping, to kind of counter all those objections.
And when we ran that test, the outcome was a 217% improvement in conversion. That’s not to say that every test is going to get that kind of triple-digit improvement, but the point being is, once you handle your objections head-on, that is when you get the big results.
And even if you’re running a series of tests, of like, say, maybe a 20%, 30%, 40% improvement, the compound effect of those can end up just having a massive difference on your bottom line.
James: And everyone wants a difference on their bottom line.
John: For sure.
James: Yeah, have you found any markets that respond better than others, or is this market-agnostic?
Bradley: The B2B market can often be a little bit difficult, but we still get great results in it. The trick is, like I say, we harp on about this a lot, but it really is about finding out what your visitors think, because that’s how you come up with the test ideas in the first place. So it becomes a no-brainer when you do that.
More tips and techniques
James: Aside from Qualaroo, what else can you do to find out? I know, for example, one of my products I had a survey question upon purchase which said, “Why did you buy?” And I used to put that back into my sales letter. Are there other techniques you could use?
Bradley: Yeah, we use email surveys, so like something like FluidSurveys or PopSurveys, to just send out to your most recent customers. It’s often a good kind of segment to email because things are kind of fresh in their mind.
So maybe you send out to your last couple of thousand customers, hoping to get back at least 200, 250 responses to get a kind of meaningful data set. And you can ask them: “What are the top three things that persuaded you to buy from us or what are the top three things that nearly put you off?”
Because when you find those out, it’s exactly as you say James, you just inject that back into your sales copy and it can have a really nice lift for you.
James: Very nice. Well, you guys have given us some great tips today. Tradition on this show is we usually finish with an action step that a listener could take, as a result of listening to this, to get a maximum return on investment.
Obviously, if someone has an e-commerce store, or any sort of website that sells something, that’s getting several thousand visitors a month then they might want to go and check out your Conversion Rate Academy.
So that’s a given. That being the case, what’s an action step our listener could take right now, on their sales website, that could get them a really good return on investment?
Your action step to start split testing
Bradley: Sure. Well, the obvious thing to do is just start split testing because a big mistake is just not running tests. You have to these days. To survive in the next few years, you’re going to be having to run split tests.
So the first thing I would do is just go out, sign up for a free trial on Qualaroo and stick the survey on your cart page, your product page and your checkout page and on your thank you page as well.
So, on your thank you page you can ask: “What persuaded you to buy?” exactly as you said and on the other pages you can trigger it so that if they go to exit, you can ask them: “What stopped you from buying from us today?”
You start gathering data and then while that’s gathering, you can run a warm up test. So, go and do something like a headline test, a strapline test, some of those other easy tests we’ve talked about, just something simple that’s not going to involve loads of development time or design time.
And the beauty is with testing tools, like Optimizely for example, they’ve got what’s called a WYSIWYG editor in them. So you can go in and make changes to your site within the WYSIWYG editor, set it live and you never have to talk to a designer or a developer.
The only thing you need to do is install a snippet of code to install the split testing software. So you can actually start testing with virtually zero technical skills.
So the point is just go out there and do this stuff because it works and as soon as you start getting results, it gets addictive. So, just make a start.
John: It gets very addictive. I’d like just to add to that James, I believe one of the first things people should do is understand their sales or conversion funnel and they can get a lot of insights from Google analytics and there’s a free tool that you can sign up for and the name escapes me… what’s the name of that tool Bradley?
Bradley: It’s PadiTrack. Yeah
John: Paditrack. yeah. And you can use that tool to at least get quick analytics to see where your visitors are dropping off and from that information you can look to maybe plug those holes quickly by using some of the things that Bradley has just shared.
James: Fantastic. Well, very generous. Bradley and John, lovely to have you on the show, and I’m sure you’re going to go really well with your Conversion Rate Academy, because you’ve got some serious experience there, especially in the e-commerce market.
So even the tips you’ve shared today for free will help a listener get a return on investment, and I’m sure that they know where to go and get some help, if they need to take it to the next stage. So thanks so much for being on the show today.
Bradley: Our pleasure. Thanks, James.
John: Been a pleasure, thank you James.
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