Tag Archives: kingdom

Introducing Mavo: Create Web Apps Entirely By Writing HTML!

Have you ever wanted to make a website that non-technical folks can edit right in the browser? Or have you ever wanted to make a website that presents an editable collection of items (e.g. your portfolio)? Or simply upload images to a website you made, right from the browser?

Introducing Mavo: Create Web Apps Entirely By Writing HTML!

Well, what if I told you, that you can do these things (and more!), just with HTML and CSS? No programming code to write, no servers to manage. You can make any element editable and saveable just by adding one HTML attribute to it. In fact, you can store your data locally in the browser, on Github, on Dropbox, or any other service just by changing an HTML attribute.

The post Introducing Mavo: Create Web Apps Entirely By Writing HTML! appeared first on Smashing Magazine.

Original post – 

Introducing Mavo: Create Web Apps Entirely By Writing HTML!

How Fiverr Conquered Conversion with 400 A/B Tests and Counting

Meet madmoo. She lives in the United Kingdom. She will find a unique way of visually presenting your copy, be it with coffee, rocks, blocks, magnets or even alphabet-shaped pasta.

madmoo
Just a few of the creative typography options offered by madmoo.

In a lesser world, finding someone to execute such a niche project could be a herculean task. Thankfully, we do not live in a lesser world. We live in a greater world, where you can hire madmoo — along with thousands of other freelancers specializing in any discipline you can imagine — for just $5.

It’s all thanks to Fiverr, a marketplace that connects freelancers with clients in an ingenious way.

And they’ve optimized their inbound marketing with the same kind of ingenuity: in less than a year, they’ve gone from 0 to over 400 A/B tests, and have some incredible results to show for it.

Read on to find out how one man was able to increase the conversion rate of Fiverr’s landing pages by 457% in just ten months.

Okay, but can you tell me more about Fiverr first?

Bootstrapped in 2009 by entrepreneurs Shai Wininger and Micha Kaufman, Fiverr was envisioned as a new way to approach buying and selling freelance work.

Anyone with a service to sell — referred to as “Gigs” in Fiverr parlance — can set up their own virtual storefront among thousands of other writers, graphic designers and decorative letter arrangers. Each gig starts at $5, but as sellers build their reputation, they’re permitted to add extras to their Gigs that can bring the total price closer to what you might expect of a typical freelancer.

FiverrInterface
Illustration is one of the hottest service categories on Fiverr.

But much like other hot technology services like Uber and Airbnb, the value in Fiverr is not the services being offered as much as it is the ease of procuring them. Fiverr lets you navigate contractors the way you would navigate birdhouses on Etsy, and ordering your gig takes just a few clicks.

Initially launched without any funding, Fiverr is now home to over 3 million Gigs and raised a Series C round that brought their total funding to $50 million.

While Fiverr was already growing at an incredible pace, there’s always room for improvement. And in 2014, Fiverr decided it was time to turn their attention to their underdeveloped A/B testing strategy.

Enter Yoav Aziz.

Yoav was hired in 2014 as a Growth Specialist and started off by working with Fiverr’s design team on small tests like altering the number of sample Gigs on shown on each landing page. But Yoav wanted to iterate more rapidly.

I started learning design and analytics so I could become a ‘one-stop-shop’ for landing page optimization. Analyzing my own data and designing my own pages has allowed me to perform a lot of tests in a very short time.

How many tests? In under a year, Yoav and Fiverr have run over 400 A/B tests, and the results speak for themselves: a 457% increase in landing page registrations in just ten months.

6 A/B tests conducted by Fiverr

Before showing off Yoav’s work, it’s necessary to mention just how seriously he takes his testing regimen. All of his tests have achieved a 99% confidence level, and with over 500,000 unique visitors across those 400 A/B tests, the results are pretty ironclad.

Fiverr uses their landing pages as a destination point for their Google and Facebook pay-per-click ads. They use the same basic template across all of their landing pages; however, they create and test each variant in Unbounce, and make small tweaks to each page on a per-campaign basis.

OldFiverrPage
Fiverr’s landing page design before Yoav arrived.

When Yoav first arrived at Fiverr, he had a laundry list of problems with their existing landing pages:

  • The background was dark and too busy
  • The call to action was beneath the fold — not necessarily bad, but not ideal for such a short page
  • The links to subcategories damaged the page’s attention ratio (the ratio of interactive elements vs. the number of campaign goals on the page, which is ideally 1) and served solely as a distraction from converting
  • The logo, which linked to to Fiverr’s homepage, was too prominent

Logo design is one of the hottest types of Gigs on Fiverr; Yoav decided to take advantage of the massive traffic to the logo design landing page by testing his ideas there first, and then moving on to test the changes on other pages.

Below are just a few of the A/B tests that Yoav ran on the logo design page using Unbounce, that ultimately contributed to Fiverr’s 457% increase in landing page registrations.

1. The Page Layout Test

FiverrTest1
Click image to enlarge.

The changes made in this test were so subtle, you might not notice them. But the winning variation resulted in a 23.5% lift in registrations, all from giving the primary content of the page a little more space to breathe. But why?

It’s impossible to know precisely, but the obvious impact of adding whitespace around the header, subhead, form, and call to action is that the example Gigs — which were previously the focal point of the page — are pushed down, leaving the reader’s eye to land instead on the unique value proposition: a vintage logo from a professional designer, starting at $5.

2. The CTA Position Test

FiverrTest2

Prominent CTAs are another basic recipe in the optimization cookbook, but it’s hard to argue with results: just by moving the button to its own line, centering it, and widening it, Fiverr increased registrations by 27.3%.


Fiverr saw a 27% leap in conversions by giving their CTA space to breathe.
Click To Tweet


3. The Actionable Copy Test

FiverrTest3

While the value of whitespace can be a bit nebulous, no one can argue against the strength of great copy. Design can set the mood, instill trust, and guide a user along the path to conversion — but the weight of making a clear and compelling offer rests on a page’s copy.

The original headline and subhead were limp, and didn’t speak to the user’s needs. What if this user doesn’t need a “vintage” logo design?

The new one is almost like a conversation with the reader.

“Need a new logo?”

“Hell yeah!”

“Get it now on Fiverr.”

“Cool! But—”

“On time, under budget, easy!”

“Awesome! (Although “easy” is a bit vague, don’t you think?)”

The new copy lead to a 29.81% increase in registrations.


Write your copy with the cadence of conversation, and eliminate doubts as they arise.
Click To Tweet


4. The Ultra-Specific Copy Test

FiverrTest4

When a test produces a positive result, it can be tempting to pat yourself on the back and move on to the next challenge.

Yoav must have thought the word “easy” was a bit vague, too; “your custom designed logo is just 3 clicks away” is a much more enticing and specific value proposition, and adheres to copywriting pro Marc Aarons’ 4U formula: it’s useful, urgent, unique, and ultra-specific.

The increase in specificity and urgency lead to a 15.41% increase in registrations.


Make your copy useful, urgent, unique and ultra-specific. Otherwise, why should anyone read it?
Click To Tweet


5. The Ultimate Validation Test

FiverrTest5

With all of the knowledge gleaned from previous tests, Yoav and co. opted to just rip the whole thing out and make some big changes. Notably, they added an entire content block explaining how Fiverr works, and freshened up the page with a new, brighter look and more dominating human imagery.

Making such sweeping changes to a variant in an A/B test is something that’s typically ill-advised. A good test begins with a good test hypothesis: “By changing ____ into ____, I can get more prospects to ____ and thus increase ____.”

ab-testing-hypothesis-template

That positive result usually means an increase in your conversion rate, but you can aim to impact any metric that would result in a win for your business.

When you make multiple changes at a time, you are also testing multiple hypotheses at once and it can be difficult to find out which of your hypotheses turned out to be correct.

But the goal of this test was to validate the results of three individual, smaller tests that had already been run:

  • Yoav was hoping to decrease the bounce rate on the page, and hypothesized that giving the user more information in the form of a “How it Works” section would keep them on the page
  • He was less concerned with them reaching the “end of the funnel” — booking a gig — than he was with getting them signed up in the first place, so he pushed the Gigs further down the page
  • His tests and research showed this photo of a woman, with calming background colors and a gaze fixed directly on CTA, would produce a lift on conversions

Yoav collected the results of these smaller tests into a single page, and it was a big change that paid off: the new design resulted in a 57.74% increase in registrations, and serves as the foundation for Fiverr’s landing page designs to this day.

6. The “Learn More” Test

learn-more

None of Fiverr’s landing pages have seemed to prioritize attention ratio, the number of interactive elements versus the number of campaign goals on the page (which should always be 1).

The goal of making the call to action the sole interactive element on a page, and thereby eliminating any other links, is to increase the likelihood of that user converting. A landing page is ideally focused on that single goal, which is what makes them a better option than simply dumping traffic on your landing page.

But Fiverr’s landing pages have never had a 1:1 attention ratio, and this A/B test threw in yet another “distracting” element: a “learn more” button. The last thing you want someone to do is leave the page by clicking on a link, right?

Well, maybe not. After all, there’s more to optimization than just getting more raw conversions. There’s also optimizing for the most valuable conversions. In this case, having more information available resulted in higher-quality leads, contributing to a 22% increase in orders.

The icing on the cake was that this new variation also resulted in a 17% decrease in the page’s bounce rate, which increased their Quality Score and consequently lowered their cost-per-click in their PPC campaigns. Hard to argue with making more money for less money.

Best practices are a framework designed for reproducible, somewhat-predictable outcomes. But every rule has its exceptions, and those exceptions could be very lucrative — so make sure you test all of your ideas, even if they seem counter-intuitive.


Best practices are best guesses. Test your counter-intuitive ideas — they might lead to big wins.
Click To Tweet


A philosophy for relentless iteration

What Yoav has accomplished at Fiverr is remarkable. It’s also remarkably achievable for pretty much anyone. A year ago, Yoav knew less about conversion optimization than you do right now.

But he absorbed as much knowledge as he could, and developed a philosophy for running successful tests that produce real results:

  1. Run as many tests as you can, and never put up a page without testing it. It’s a waste of traffic.
  2. Test everything. If someone requests that a change that you’re unsure of, don’t say no; test it and show the data.
  3. Only tests with 99.9% statistical significance are valid. Review each test two weeks after it is implemented to see if the variant is actually moving the needle.
  4. You need to perform separate tests across different acquisition channels, because users within each behave differently.

Your philosophy doesn’t have to be the same as Yoav’s, and his success in testing is certainly enabled by the huge amount of traffic that Fiverr receives.

But there’s no reason why you can’t apply the spirit of rapidly iterating and testing new ideas — even ones that run counter to “best practices” — to your work.

Taken from – 

How Fiverr Conquered Conversion with 400 A/B Tests and Counting

Thumbnail

5 Expert Tips That Will Get You On the Road to Conversion

Conversion road trip tips
Who doesn’t love road trips? Image source.

If you’ve ever been on a road trip, you know that it can be the best time ever with bits of the worst time ever thrown in for good measure).

Kind of like being a marketer, isn’t it? I’ll refrain from using a “marketing is a journey, not a destination” analogy here but regardless of the cliché, it’s not so far from the truth.

We’re taking off on the Conversion Road Trip in July, holding events in New York, Toronto, Chicago, and Boston with the world’s leading optimization experts.

We asked five of them to share some lessons from their own marketing journey (fine, it’s a journey) to help keep you on the road to marketing mastery. Read on to learn how to speak to specific segments of your audience, how to outpace your PPC competition, how creating hubs around one topic can increase your traffic and more.

Angie Schottmuller learns to speak her customers’ language

When Angie Schottmuller was just out of high school, she took a road trip from Wisconsin to South Carolina with some friends. They were in need of some cash so they started asking residents for the location of a bank machine – which at the time, was referred to in Wisconsin as a TYME Machine.

landing-page-localization
Seriously. TYME machines. Who knew?

Now, imagine going to a place where people have no idea about TYME machines and asking them for directions to one. Needless to say, they got quite a few odd looks from the locals before running into someone from Wisconsin who told them to ask for an ATM.

Fast forward a few years and Angie has been named by Forbes as one of the top marketers of 2015 – so she understands the value of learning about your customers and how best to speak to them.

When we spoke to Angie a couple of weeks ago, she recommended starting by assessing the different needs within the segments of your customer base, and then writing copy that speaks to those groups.

For example, how would customers in the 18-24 age range who live in Mobile, Alabama who work in dentistry describe what you’re selling?

Establish a content baseline by adding copy from the different variants you’ve fleshed out that speak to those different segments of your audience. From there, you can start to discover the different areas that you need to target.

Angie said that marketers should not be afraid to speak to regional audiences in their own language. Some people drink pop, others drink soda. Some people say “you guys,” others say “y’all.” Some people say tomato, others… you get the idea. Those subtle dialect differences can be used by geoIP address targeting in ads and on landing pages dynamically.

These very simple, and very small changes can make all the difference in gaining the trust of your audience and can elevate engagement and drive conversions.

Kyle Rush on landing page change you can believe in

Kyle Rush is no stranger to the road and neither is his dapper dog, Tito, who keeps him company in the car. Kyle is as vigilant about making sure his dog looks good as he is about making sure that his campaigns are optimized.

tito-road-trip
Proficient in chemistry, advanced physics and being a good boy.

Kyle is perhaps best known for his involvement in the 2012 Obama campaign. As he said in a Growthhackers AMA earlier this year, his most successful test turned out to be a “false positive in disguise.”

There’s a psychological trick used on high-end restaurant menus. Dollar signs are removed from the prices and patrons end up spending more money. The idea is that the patrons are focusing on the food rather than the prices. Inspired by this concept, Kyle decided to remove dollar signs on the donation forms for the Obama fundraising campaign.

His first experiment showed an amazing 40% increase in revenue. But Kyle found out it was too good to be true.

As elated as we were, that’s an extremely hard number to believe. So we tested it two more times and only one of the three tests was significant. Turns out the visitors we sampled in the first test were somehow heavily biased towards the variation.

From there, Kyle and his team were a lot more careful about their sampling. This was a really important lesson that helped them be a lot more successful in the long run.

It’s easy to get carried away when seeing great results from a test. Any positive numbers, especially ones that are overwhelmingly positive, can be tempting for marketers to claim as fact. But it’s not until further testing against other sample groups that you find where the truth lies in any group of statistics.


Don’t be fooled by early results. A/B testing takes time and patience.
Click To Tweet


Sampling requires an investment in time. Like any good road trip, testing is all about being in it for the long haul.

Larry Kim on getting there first

If you’ve traveled out of town on a long weekend, you know that you have to leave early. You don’t want to get stuck in traffic for hours on highways that look like the “leaving Atlanta” side of the highway on the Walking Dead poster.

ppc first adopter
Only get there first if you are certain there are no zombie hordes. Image source.

As the proud papa of son Jules (#ppckid), Larry Kim is well aware of the importance of leaving early. And with a car full of toys, a playpen, a diaper bag, bottles and more, road tripping is a whole new adventure.

In a conversation we had with Larry, he recommended employing this “get going” strategy in the PPC game as well.

My best advice for PPC advertisers today is to be a first-mover. Spend time reading up on the new features and options in AdWords, new targeting features in Facebook Ads, etc. Do whatever it takes to learn about and try out those new technologies and tactics your competitors haven’t caught on to yet.

Advancements in PPC come fast and furious. There’s always something new going on. But the only way to find the true winners is to stay up to date and test new features.

Something as simple as adding new extensions to ads can help you stand out in search results, garner more clicks, raise Quality Score and, in turn, lower costs.

If you’re looking for a resource to help you stay on top of your PPC game, check out this exhaustive list of great PPC blogs.

You know what they say: The early bird gets the click from the search term.

Andy Crestodina on niche destinations

Andy Crestodina, Co-Founder and Strategic Director at Orbit Media Studios, wants you to create a niche destination for your traffic.

A niche destination for a road trip might be somewhere like Orlando, Florida, where you’ll find SeaWorld Orlando, Universal Orlando, Disney’s Hollywood Studios, the Magic Kingdom and many more family-friendly attractions.

People go to Orlando because they know they’re going to get a specific type of entertainment.

content hub marketing
You can do anything in Orlando! Image via OrlandoWeekly

Andy explained that you can get more traffic on your site by making it into a niche destination with something called a content hub.

Anyone can publish an endless stream of loosely related posts. But a pro knows that a great blog is built around sets of tightly related topics.

Start by picking a topic that is relevant to your audience. Dig deep into the problems/questions people have around the subject, as well as what your company does to answer/solve them.

Then start making friends with influencers around that topic. Like Andy says:

Follow them, share their content, comment and do anything else that slowly wins their attention in a positive way.

Now you’re ready for your “central hub.” Your central hub will be one piece of content on your site that is the strongest and most useful piece of content you have on this particular topic.

Next, publish “supporting content” in the form of webinars, blog posts, infographics and anything you can use to support your position on the original topic.

If you’ve made relationships with influencers as suggested above, then at this point you can start asking them to share your content. See if you can get a guest post exchange with your new contacts.

You’ve now built a content hub that will give you an advantage in search rankings, social sharing and lead generation. By dominating a specific topic, your traffic to your niche destination will increase, and your influence with regards to the topic will rise right along with it.

Oli Gardner on focusing attention on landing pages

Unbounce Co-Founder Oli Gardner travels so much, we often wonder if he remembers where he lives. And he never takes off without his trusty camera.

Oli’s not just a landing page expert, he’s a professional photographer who will go so far as to take a solo road trip into the desert to take pictures.

In Oli’s blog post, Designing for Conversion — 8 Visual Design Techniques to Focus Attention on Your Landing Pages, he unpacks some visual techniques from the world of photography that can help guide landing page visitors through your page to the conversion area.

Oli breaks the techniques up into two categories:

  1. Suggestive directional cues: Abstract techniques that guide attention in a more subtle way.
  2. Explicit directional cues: The use of arrows and real-world indicators already familiar to us.

There are eight techniques covered here, but one of the most fascinating is broken down in a section titled, “The Suggestive Power of the Eye.”

Imagine yourself sitting in a restaurant across the table from someone. The other person is talking to you, looking at you, and then suddenly turns their head slightly to the right and looks over your left shoulder.

Chances are good that you, too, will pause and turn around to see what’s going on.

The same principle applies in photography and, as it turns out, on landing pages.

Take this picture that Oli took of a monkey. The monkeys eyes and tilted head force you to stare at the banana.

In the landing page example below, the woman’s gaze is focused on the headline, which prompts us to focus there, as well.

Unfortunately, the headline doesn’t tell us much, but at least they managed to get us to look there!

You can make use of this suggestive directional cue on your landing page to help draw your visitors’ gaze to a section of your page that requires special attention. It is especially useful as a directional cue to get visitors to look at that all-important call to action.

The journey begins

Since marketing is all about the journey, you should come join us for one of the stops on the Conversion Road Trip to hear one of these wicked smart optimization experts break down some of the most valuable marketing insights you’ll hear all year.

Whether you make it or not, we hope these tips help you find your way on your great marketing adventure and point you in the direction of the marketer’s favorite destination: the conversion.

– Mark John Hiemstra


Jump to original: 

5 Expert Tips That Will Get You On the Road to Conversion