Tag Archives: split testing


What’s In Store For The Future Of Split Testing?

I started writing this post on October 21st (2015), also known as Back To The Future Day. For those not in the know, this is the day that Marty McFly and Doc Brown travel through time to—at the time of filming—the distant future. This seemed like a nice time to start thinking about the future […]

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What’s In Store For The Future Of Split Testing?

How’s Your A/B Testing Going… Post-Mobilegeddon?

Before I get into this post, I want to reinforce something that’s common knowledge and expand on why it’s important in the context of everything I’m about to write. People act differently on mobile compared to how they act on a laptop or desktop computer. I don’t think there’s anyone out there who would react to […]

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How’s Your A/B Testing Going… Post-Mobilegeddon?

Surprising CRO Lessons from a Workout Routine

A few days ago I decided to relieve some stress in the gym after a particularly long day of work, but I’d been thinking about CRO for so many hours that it just wouldn’t get out of my head. As I got to work under the barbell, my head still swimming with split testing terminology, […]

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Surprising CRO Lessons from a Workout Routine


100+ Essential CRO Terms to Help You Conquer Conversion

Keeping abreast of conversion optimization trends and technologies can be tiring. Even more so when the terms/keywords used by conversion experts are going over your head.

This post aims to help you by bringing all popular CRO terms — basic as well as advanced — at one place.

To make the list comprehensive, the terms have been compiled from a wide range of conversion optimization disciplines such as A/B testing, Website Design, Online Ads, SEO, and more.

(Note: The following terms have been defined in context of CRO)

You can click one of the letters below to directly reach the letter you want.

A    B    C    D    E    F    G    H    I    L    M    N    O    P    R    S    T    U    V    W


A/B TESTING (SPLIT TESTING): It is an experiment where two versions of a web page are compared to see which one produces more conversions.

A/B testing
Graphical representation of an A/B test.

Here is a complete guide that tells you all about ‘Why to A/B test?’ and ‘What to A/B test?’

ABOVE THE FOLD: It is the portion of a web page that is visible without scrolling.

It is advisable to display a website’s offering and differentiators above the fold.

Related Post: This is how a website leveraged above-the-fold space to boost customer engagement.

AFFILIATE: It is a website that promotes another company’s products or services on its space, and earns commission from it.

This practice is known as Affiliate Marketing.

ALT TEXT: It is an HTML tag, where description of an image can be inserted.

When a visitor chooses ‘don’t display images’ for a website, the alt-text of an image is shown in place of the image.

ANCHOR TEXT: It is the clickable text on a hyperlink.

Best practices for SEO advise that anchor text should be closely related to the web page it links to.

AUTHORITY SITE: The websites that search engines consider to be of high-quality, are called authority sites.

AOV: It is an acronym for Average Order Value. As the name suggests, it is the average value (typically in dollars) of all orders processed by an eCommerce store.


BACKLINK: It is also known as an inbound link. Suppose website A contains a hyperlink that directs to website B. For website B, that hyperlink is a backlink.

A website having backlinks from authority sites will rank better in search engine results.

Tweet: Glossary of 100 Conversion Optimization terms. Find at https://vwo.com/blog/100-conversion-optimization-terms

BANNERS: They are rectangular segments (of various dimensions) on a website that are generally used to display ads.

These are some of the typical banner sizes used across the web:

web banner sizes

BANNER BLINDNESS: It is a phenomenon where website visitors consciously or subconsciously ignore banner ads or any other banner-like graphic on a website.

BASELINE: Baseline conversion rate is the existing conversion rate of a website, which an A/B test attempts to improve.

BAYESIAN: Bayesian is a probability concept which interprets probability as a degree of belief.

In A/B testing, bayesian probability offers an absolute level of a test result’s validity.

BEHAVIORAL TARGETING: It is an advertising strategy where websites present their visitors with ads that are specifically related to their interests and preferences.

Websites do this by tracking a visitor’s shopping and browsing history.

BELOW THE FOLD: It is the portion of a website that is not above the fold.

BOUNCE: When a visitor arrives on a website and leaves without viewing other pages on the website, it is called a bounce.

BOUNCE RATE: It is the percentage of visitors that end up bouncing from a website.

It is often used as a measure to check a website’s effectiveness.

A website’s higher bounce rate reflects its lack of ability to engage visitors. Tweet: Glossary of 100 Conversion Optimization terms. Find at https://vwo.com/blog/100-conversion-optimization-terms

BREADCRUMB NAVIGATION: It is a set of navigation links on a web page that tells the exact location of the web page in a website.

This is how Flipkart, an eCommerce store, uses breadcrumb navigation on its website.

breadcrumb navigation


CALL TO ACTION (CTA): A Call to Action is an instruction given to website visitors that provokes an immediate response.

Any action that a website wants its visitors to perform is carried out using a CTA button.

A CTA button is the doorway to conversions. Tweet: Glossary of 100 Conversion Optimization terms. Find at https://vwo.com/blog/100-conversion-optimization-terms

And hence, it is one of the hottest website elements that is A/B tested.

Related Post: Read this interesting case study about an A/B test involving CTA variations.

CANONICAL URL: If there are multiple URLs through which a web page can be reached (like https://example.com/ and http://www.example.com/index.html), search engine picks up the preferred URL defined by the webmaster.

This preferred URL is know as a canonical URL.

Want to read more on it? You can start with this fine article on canonicalization from Moz.

CART ABANDONMENT: Cart abandonment occurs when eCommerce website visitors initiate the purchase process of a product but don’t buy it at the end.

It is one of the biggest pain areas for eCommerce players.

However, cart abandonment can be alleviated using certain onsite practices.

One of those practices is ‘Website Checkout Optimization’. This infographic illustrates how to do it.

CHURN RATE (ATTRITION RATE): It is the percentage of customers of a service that discontinue to use the service in a specific interval of time.

A high churn rate often indicates that a company’s services are not satisfactory.

CLICKBAIT: It refers to the sensationalized low-quality content on the internet, whose main purpose is to attract visitors and generate revenue from ad clicks.

Below is an example of clickbait content.

clickbait example

CLICK TO CALL: It is a CTA button on a mobile website/application that allows visitors to directly call a phone number.

CLICKMAP: Clickmap shows the number of clicks for each link on a website.

CLICKSTREAM: It is the list of links that a visitor clicked on, during their stay on a website.

Clickstream is used to determine the interests and site preferences of a visitor.

CLICKTHROUGH RATE (CTR): It is the percentage of clicks on a button or a link, out of the total number of visitors who saw it.

CTR is used to determine the success rate of a campaign or a web page.

CLICKTHROUGH PAGE: It is a web page that is placed before a website’s main action-page (like a shopping cart page for an eCommerce website).

Its purpose is to prepare visitors for a conversion on the next page.

CLOAKING: Content cloaking is the act of showing different content to search engine bots and actual human visitors.

CONFIDENCE LEVEL: It is the probability that a variation in an A/B test won not because of chance.

CONFIDENCE INTERVAL: The range in which the result of an A/B test lies is known as confidence level.

CONTENT MANAGEMENT SYSTEM: It is a web-based application that allows people to easily (without any coding involved) add/update text and multimedia content on a website.

CONTENT MARKETING: It’s the practice of creating and popularizing text and multimedia content for a business to attract and retain customers.

CONTROL PAGE: It is the website’s existing page that is pitted against its variation(s) in an A/B test.

CONVERSION: It is the action that marketers want a website visitor to take.

Newsletter signups, account registrations, and product enquiries are generally considered as micro-conversions.

A monetary transaction is generally considered as a macro-conversion.

CONVERSION RATE: It is the percentage of visitors who have completed a conversion.

CONVERSION RATE OPTIMIZATION (CRO): It is the practice of continually improving a website’s ability to effect conversions.

21 CRO Best Practices for eCommerce

COOKIES: Cookies are small files that are stored within a web browser of a computer. Cookies have information related to a user’s visit to specific websites.

Cookies are used to track users’ browsing history and site preferences.

Website cookies funny image

COST PER ACQUISITION: It is the total cost of converting a website visitor into a paying customer.

COST PER CLICK (CPC): It is a payment model for online ad campaigns.

CPC is the amount that an ad owner pays every time when a visitor clicks on their ad.

CPM: It can be extended to Cost per Thousand Impressions. CPM is the amount that an ad owner pays when the ad is displayed for a thousand times.

CRAWLERS (SPIDERS): A web crawler is an internet bot that browses the entire world wide web and indexes websites into a directory.

CRM System: CRM is an acronym for Customer Relationship Management.

A CRM System is an enterprise software that contains the history of company’s interaction with all its customers via multiple channels.

CROSS-SELL: It is the act of selling complementary products to existing customers.

Cross-sell example

It is a popular practice among marketers because selling to an existing customer is a lot easier than selling to a new prospect.

Related Post: Learn how Upselling and Cross-selling can boost eCommerce revenue.


DIRECTIONAL CUES: Visual elements of a website that are used to direct visitors’ attention to a specific area on the website (a CTA or an information box) are known as directional cues.

Related Post: By optimizing directional cues towards its CTA button, a company achieved 8% increase in conversions.

DYNAMIC CONTENT: When a website serves distinct content to different visitors (based on their demographic attributes), the content is referred to as dynamic content.


EMAIL MARKETING: It is a practice where businesses use email as a medium to nurture their leads and retain their customers.

Sending personalized and value-packed emails help push conversions.

EXIT POPUP: It is a popup that well, pops up on the screens of website visitors as soon as they show an intent to leave the website.

Exit popups generally carry some sort of incentive for visitors, encouraging them to engage more with the website.

This is an exit popup that VWO used for one of its campaign:

Exit popup
(Click on the image if you want learn these principles.)

EXIT SURVEY: It is a small set of questions that ask visitors about their website experience, when they try to leave the website.

EYE FLOW: It is the study of visitors’ eye movement while browsing a website.

Eye flow helps to track areas that visitors view or discard the most.


FORM TESTING: When forms on a website are A/B tested, it is referred to as form testing.

FRICTION: Friction is caused by elements of a website that confuse or distract visitors, resulting in a loss of conversions.

Friction-causing website elements can be complex navigation links, cluttered boxes, CTAs with lack of visual contrast, etc.

FUNNEL: Conversion funnel is a marketing model that illustrates all steps taken by a customer towards purchasing a product from a website.

FUNNEL TESTING: Funnel testing involves executing A/B tests across all web pages of a website funnel.

Related Resource: Find out how VWO lets you do funnel testing with ease.


GAMIFICATION: It is the practice of introducing game-style offers to potential/existent customers.

The idea is to encourage them to complete more transactions — in a fun and engaging way.

Loyalty programs are examples of gamification strategies.

GEO-FENCING: It is the practice of targeting users based on their location.

It involves using GPS/map technology to create a virtual boundary around a physical location, and sending targeted messages to users when they enter the area.

GROWTH HACKING: It is the use of low-cost and innovative marketing techniques combined with search engine optimization, website analytics, content marketing, and A/B testing to increase a business’ popularity and conversions.


HEATMAP: Heatmap is a graphical representation of most-clicked areas of a website.

A typical heatmap looks like this:

Heatmap example

Related Resource: Create your own website’s heatmap, using VWO’s heatmap tool.

HERO IMAGE: It is the most prominent banner or image present on a website.

Hero image is usually the first visual of a website that visitors encounter.

7 Secrets of Hero Shot Images That Drive Epic Conversions - Webinar Recording


IMPRESSIONS: The number of times an ad is displayed to online visitors is counted as impressions.

INTERRUPTION: It is a practice of providing attention-grabbing content to website visitors that purposely breaks their usual website navigation experience.

Exit popups can be considered as a form of interruption.


LANDING PAGE: It is the web page that visitors are directed to when they click on an ad (or a link from a campaign).

A landing page can be a lead generation page or a clickthrough page.

The possibility of a conversion depends heavily on the quality of a landing page.Tweet: Glossary of 100 Conversion Optimization terms. Find at https://vwo.com/blog/100-conversion-optimization-terms

Related Resource: Use this free tool by VWO to test the effectiveness of your landing page.

LATENT CONVERSION: When visitors complete a conversion on their follow-up visit to a webpage (and not on the first visit itself), it is known as a latent conversion.

LEADS: They are potential customers for a business who have already shown interest by providing their contact information — permitting the company to contact them.

LIFETIME VALUE: It is the total profit that a business is expected to earn from a customer over their entire future relationship with the company.

LINK BUILDING: It the process of earning more backlinks to a website.

LIVE CHAT: It is a real-time chat-based customer support service that websites provide to their visitors.

LONG TAIL KEYWORDS: These are search phrases that usually include more than three words. Long tail keywords describe a search query comprehensively.


META TAG: It is an HTML tag that allows webmasters to insert text description of a web page.
The meta description for web pages appear with their links in search engine results.

The image below illustrates how meta description of a link is included in search engine results:

meta description on SERP

MICROSITE: It is a small website — usually different from a company’s main website — that has succinct content and is related to a specific campaign.

MULTIVARIATE TESTING: When multiple variations of a webpage are tested — for more than one element — to determine the version offering the highest conversions, it is known as multivariate testing.

Related Post: This case study demonstrates how multivariate testing can result in higher conversions.


NULL HYPOTHESIS: The hypothesis that an A/B test tries to disprove is called null hypothesis.

The null hypothesis states that the conversion rates of control and variation(s) are the same.


ORGANIC: The traffic coming to a website through non-paid search engines results is called organic traffic.

OUTBOUND LINKS: The hyperlinks that a website uses to direct visitors to other websites, are called outbound links.


PERSONALIZATION: It is the practice of customizing web pages (or any other digital content) to individual visitors’ interests or preferences.

PROXIMITY: It is a web designing practice that directs a webmaster to group similar or related website elements together, and place unrelated or dissimilar elements apart.


RESPONSIVE WEBSITE DESIGN (RWD): A website with responsive design adapts its layout to that of the viewing environment (mobile, desktop or tablet) to provide an optimum viewing experience to visitors.

Below is a basic graphical representation of a responsive website.

Responsive website design

RETARGETING: When website visitors are shown ads/banners about the things they earlier browsed but didn’t convert, it is known as retargeting.

Retargeting is used to push those visitors for a conversion who have already shown some interest in the website.

REVENUE PER VISITOR (RPV): It is the average revenue that a website earns from each of its visitors.

RPV is considered as the most appropriate metric that is used to measure an eCommerce store’s performance. Find out why.


SAMPLE SIZE: Sample size in A/B testing is the set of visitors that determine the conversion rate of different variations of a website.

SCARCITY: It is a psychological tactic that marketers use to push visitors towards a conversion. Scarcity takes advantage of the human fear of ‘shortage’.

“Only 5 items left” and “Sale only till 8 PM” are some instances where scarcity marketing is used.

SERPs: It is an acronym for Search engine Result Pages.

The ultimate goal of SEO strategies is to make websites appear on the top of a SERP.

Below is an SERP example:

SERP - Search Engine Results Page

SITEMAP: It is a list of all web pages within a website, displayed in a hierarchical manner.

SOCIAL PROOF: Customer testimonials, product reviews and trust badges make up the social proof of a website.

A few social proof elements have been highlighted in the screenshot below:

Landing Page Image Outperforms Video, Increases Monthly Revenue by $106000 2015-08-03 16-17-00

Visitors trust a website more when they are presented with social proof. Tweet: Glossary of 100 Conversion Optimization terms. Find at https://vwo.com/blog/100-conversion-optimization-terms

Related Post: Find out how a website performed better with social proof elements.

SPLIT TESTING: It is an umbrella term that covers both A/B testing and Split URL testing.

Related Resource: Know how Split testing improves your website’s performance.

SPLIT-URL TESTING: It involves testing multiple versions of a webpage that are hosted on different URLs.

Split URL testing is best suited when there are major design changes on the web page.

STANDARD ERROR: The degree to which the result of an A/B test can be apart from the actual figure is called standard error.

STATISTICAL SIGNIFICANCE: Statistical significance determines the validity of an A/B test.

Related Resource: Find out the significance of your A/B test results, using VWO’s free statistical significance calculator.


TEST HYPOTHESIS: It is a tentative assumption that changing a specific element(s) of a website will lead to higher number of conversions.

Establishing a test hypothesis is the first step towards executing an A/B test.

How to Create WInning A/B Tests through Stronger Research

TITLE TAG: It is an HTML tag — a part of meta tags — that defines the title of a web page.

A web page’s title tag is displayed above its meta description in SERPs.

TRUST BADGES: Trust badges are small logos or icons that convince visitors about the safety and credibility of the website.

These are a few popular trust badges across the internet:

Trust badges

Related Post: Check out how adding trust badges improved conversions for a website.

TEST DURATION: It is the specific time period over which an A/B test is run.

It is imperative to determine the minimum test duration of an A/B test for reaching a conclusive result.

Related Resource: Unsure about how long to run your A/B test? Use this free tool by VWO.


UNIQUE VISITORS:  It is the number of distinct visitors of a website out of its total traffic.

Unique visitors are tracked using cookies.

UPSELL: It is a practice of offering a higher value (and usually more expensive) product/service to an existing customer.


USABILITY:  It refers to the ease of use of a website.

The usability of a website can be tested by hired experts, who thoroughly analyze the website and provide suggestions for improvement.

Related Post: Check out the detailed usability review of CharmingCharlie.com.

USER GENERATED CONTENT (UGC): It is content in the form of text, images and videos that is submitted by users to a website as a part of some campaign.

This was one of the UGC campaigns run by Universal:

ugc campaign

Here is an interesting post on 10 effective UGC campaigns by Hubspot.

USER INTENT: It is the end goal that a user wants to fulfill through submitting queries on search engines.

Understanding the user intent is imperative for ranking well in search engines.

This is how the focus in SEO is changing from keywords to user intent.

USER TESTING: When the usability of a website is tested with the help of real people, it is called user testing.

User testing can be done in the following ways:

  1. By inviting potential users to use your website, and observing the problem areas in usability.
  2. By evaluating a website based on the behavior of real visitors — using tools like clickmaps and heatmaps. (The users are not aware that their website usage is being tracked for analysis.)


VARIABLE (VARIATION): In A/B testing, variable is the challenger web page that is pitted against the control.


WEBMASTER: The person who is responsible for maintaining a website is called a webmaster.

WHITESPACE: It is a design strategy which involves using blank spaces for directing attention towards a valuable website element such as a CTA.

What can be a better example of the use of whitespace design than this:

Google 2015-07-31 18-38-06

WIDGETS: They are small application boxes that typically fit in one of the side banner areas of a website.

The use of widgets vary in a range of functions like providing navigation links, submission of forms, and more.

In fact, you can see widgets on the right side of your desktop screen right now.

Use this glossary to move one step closer towards becoming a CRO expert. If you have any other terms to add to the list, please post it on the comments section below.

PS. If you liked this piece, you will probably love our other posts. Subscribe to the blog to get research-driven original content delivered right to your inbox, fresh and warm.

Of course, we will never spam you.

The post 100+ Essential CRO Terms to Help You Conquer Conversion appeared first on VWO Blog.

Original post:  100+ Essential CRO Terms to Help You Conquer Conversion

Split Testing 101: A Crash Course in Optimization

Growing up, I always wanted to be a professional split tester. Although, I thought this meant I’d be eating banana splits all day. Split tests in the business world involve a lot less ice cream, but a lot more profit. I’d say they about even out. If you’re looking to improve your profits per lead […]

The post Split Testing 101: A Crash Course in Optimization appeared first on The Daily Egg.


Split Testing 101: A Crash Course in Optimization

Your Step-by-Step Guide to A/B Testing with Google Analytics

A/B testing can be as simple as reciting the alphabet… You design two versions of a web page (A & B), divide the traffic between the two, and choose the one that gives you the maximum conversions. Simple, right? Wrong. Most newbies to A/B testing struggle with which tools to use, how to set up […]

The post Your Step-by-Step Guide to A/B Testing with Google Analytics appeared first on The Daily Egg.

Read the article – 

Your Step-by-Step Guide to A/B Testing with Google Analytics


7 Pro Tips to Make Your Landing Page Profitable


Running paid traffic to a landing page can be hard. You need to know how to keep your bounce rates low and subscriber numbers high, in order to keep things profitable.

If you’re someone who has trouble making landing pages work with the use of paid traffic, don’t worry. I’ll show you what changes need to be made so that your landing page performs the way it should.

7 Tips to Make Your Landing Page Profitable
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We’re going to cover a few of the big wins that you need to focus on. These elements are critical if you want to improve your numbers:

  • Ad Targeting
  • Headline
  • Images
  • Giveaway
  • Landing Page Copy
  • Subscriber Box
  • Split Testing

Ad Targeting

Facebook Targeting

What you would might see when setting your Facebook targeting options. My default is country is the UK

Before we do anything to a landing page, we must first take a look at where your traffic is coming from. Though it is rare, it may just be the case that your landing page is fine, but your ad targeting is not.

If there is a mismatch between who you’re advertising to and who your landing page speaks to, it can look as though your landing page is performing badly. What might actually be happening is that you’re targeting the wrong people in your advertising campaigns.

When the landing page and ad targeting don’t align, you’re going to attract the wrong kind of people. They’ll take one look at your landing page, realize it’s not relevant for them and then click the back button.

When setting up an advertising campaign, go through everything with a fine tooth comb. Ensure that there is a sufficient level of coherency between who you’re advertising to and who your landing page speaks to. In doing so you’ll avoid the rabbit hole of forever changing your landing page only to get consistently poor results.


You need to make sure that your landing page headline is the best that it can be. The headline is the thing that most people often look at first. It tends to determine what action people might take next.

If you use paid traffic, you need to make sure that your headline matches the information that was found in the ad that you placed.

Ensure that the benefit promise does not change and that you use the same kind of language. For instance, don’t advertise, ‘lose a six kilos in six days,’ and then have a headline that says, ‘learn this new gym technique.’

In my experience, I have found that as long as you keep some consistency between the ad and the headline, you can avoid some of the problems related to your ad targeting. You can use your ad to prequalify people, avoiding clicks that don’t come from your ideal customer. The consistent headline will then reaffirm to the person who clicked that they’re in the right place.

If you’re having some trouble creating a great headline, read this article.

From what I’ve found, headlines don’t need to be complicated. Be specific and include a benefit. If you see a headline you like, emulate it. Keep a swipe file in an Evernote account and borrow from the best.


Most of the people who operate a landing page have something that they’re giving away in order to build their email list. If you find that your landing page is not performing well, it could just be that your giveaway sucks.

This might be a hard thing to hear, as you might have worked forever on that 50-page ebook. I’ve been in this position before and it can sometimes be tiresome to know that you’ve got to work on something else to give away.

I have found that when this problem happens, it generally occurs because I don’t know my target market well enough.

You need to know what your target market has a burning desire for. If I was marketing to freelancers and had a giveaway called, ‘how to make your website look awesome,’ it probably wouldn’t get that many downloads. However, if I had a giveaway called ‘how to consistently generate clients and avoid quiet months,’ that would have a much better response.

Admittedly, those names suck, but I hope you understand the point I’m trying to make. Freelancers worry about winning their next client. Once their existing contract ends, they might have to put up with a month or two without income. This is a much more pressing problem than having a website that doesn’t look awesome.

Your giveaway does not need to be complicated and should just aim to solve one pressing problem. Search the relevant forums and speak one-on-one with your potential clients. Find out what is going on in their heads and how you can help them.

This concept applies to ebooks, webinars, audio recordings and everything else that might exist as a giveaway.


Basecamp landing page

Check out this fella from Basecamp, pointing to the form. The pointed finger automatically draws your attention.

There’s some debate as to what’s more important, the headline or the image. For me the use of an image generally depends on what your landing page looks like.

Some formats allow for a big image and some do not. The more space an image takes, the more attention it draws, and hence, the more importance it gains.

The image tends to vary depending on what you’re promoting. If there’s a live webinar taking place, you might have a picture of yourself. You might boost the credibility in the photo by having a picture of yourself when you were speaking at an event.

If the image is promoting an ebook, you could just have the cover of the ebook present. This will emphasize that you can help share some insight on a burning problem that they have.

You could just be running a very simple landing page, with a big background image. If the background image includes a person, try to select an image that has the person looking at the optin box. (This tends to direct visitors’ eyes to the box.)

Remember your goal is to get people to sign up. You don’t want to have an image that is so dazzling that it distracts them from their original intention. Keep your image simple and ensure that it’s relevant and serves a purpose. The image should contribute to the overall goal of making a visitor take an action—in this case signing up.

Though not always the case, you might also want to make the ad image match the landing page image. This coherency may lead to a higher number of signups.

Landing Page Copy


Taken from a Hubspot landing page. See how the copy promotes the benefits.

If you don’t have much of an image on your landing page, the copy should save the day.

The text on your landing page needs to be relevant to who you’re advertising to and what you’re giving away.

You don’t want to have a big bunch of text that is hard to read and irrelevant. What you need to do is ensure that everything is to-the-point and easy to read quickly.

Most landing pages use a small paragraph and then some bullet points. The paragraph can be used to qualify people further. Though this will not always do anything to reduce your ad spend, it will help you reach people who are more suited to your business.

The bullet points need to be benefits-rich and scannable.

Bullet points are almost like mini headlines. The golden rule when creating bullet points and headlines is to convey benefits, not features.

Don’t tell them what it is—tell them what it can do.

A hypothetical example: ‘Learn about this fat burning machine that automatically contracts muscle fibres.’ A benefit headline/bullet point would be, ‘Finally a way to burn fat without leaving the couch.’ A curious statement, but hopefully you get the point!

It is also a good idea to make sure the copy stands out from the background. Make sure your text color contrasts the background. If it’s hard to read, the overall quality of your landing page goes down along with its readability. Though aesthetic doesn’t always matter, readability is important. If they can’t read it they won’t know why they should opt in.

And remember, at the end of your copy include a call to action. You need to keep in mind that you have to direct people and let them know what to do next. Tell them to enter their email address and get the giveaway.

Subscriber Box

Aweber Sign-Up

This is a button that can be found on an Aweber landing page. Notice how it is tailored to their specific offer. It also changes color when hovered over.

You’ve seen the stories and I’ve seen them too. They tend to go a little like this: local man changes sign-up button color and gets 500% opt in increase.

Whilst that’s not impossible, it’s not something you should be devoting your entire energy towards when improving your subscriber box. There are a few other things that you can do in order to get great results that lend themselves to a better sign-up rate.

Firstly, think about including a note that tells visitors their email addresses won’t be shared or abused. It doesn’t have to be a long message and can simply say something like, ‘We never spam.’

Next, you could experiment with the number of details you’re requesting. Some people have found that when they just ask for an email address, sign-up rates dramatically rise. This depends on your business and what you’re looking to do. Even as small a change as asking only for their first name and email can raise subscriber numbers.

After that you might want to experiment with what the actual sign up button says. Different calls to action can give you varying response rates. Try a few and see which one works. Of course, at this point, you could also experiment with the colors of your button. Just remember, this is often a lower priority than the points we reviewed above.

Split Testing

You need to make sure you’re split testing your landing page. Failure to do so could mean you’re leaving tons of money on the table.

Many times, we think we know what works best on a landing page. As marketers, however, we have to get into the habit of testing our assumptions. A small tweak to your headline can potentially yield some massive results. You’ll never know if you don’t split test. If you can afford it- try things that you think are absurd and let the numbers do the talking.

For me the best tool when it comes to split testing a landing page is Visual Website Optimizer. You don’t need to be a tech whiz kid to get good results, and making changes with their help is really easy. (By the way, I am in no way affiliated with them. I’ve just used their products and like them.)

When split testing, change only one thing at a time. This will let you know what is actually contributing to a change in the numbers. You can then make an accurate comparison to the old original version.

It’s okay to test some crazy changes. You might just stumble upon something that actually works well. The more a/b testing you do, the more you’ll know what works best.

When you’re split testing, remember to give everything a little bit of time. Don’t assume a landing page change doesn’t work after a few visits. Let it run for a day or two (or a month or two) and then see what the numbers say. You need to reach statistical relevance before you can evaluate the results of your test.

Try working on the headline first. Then make some changes to the bullet points or the image. As mentioned before, the headline is a major component of your landing page. Split testing it will help you focus on big wins when improving your numbers.

Other ideas to experiment with


Before we say anything about scarcity, I want to emphasize one point: You should be ethical. Don’t say something that is not true and don’t pretend you’re going to run out of digital ebooks.

However, if scarcity is something that applies to what you’re doing, whether it be webinar seats or product giveaways, consider it. It often works well for businesses that deal with tangible goods, or those who are looking to build anticipation for a release of some sort.

Figure out a way that you might be able to work it into your funnel. But remember—don’t lie.

Social Proof

Wordstream Landing Page

This Wordstream landing page includes a lot of the elements mentioned. There are also some company logos. These count as social proof too. The video tends to make up for the lack of copy.

Social proof comes in many forms and can boost the credibility of your page massively. If you have the means to do so, the option of including testimonials can help. We don’t want to overcomplicate things, so keep it brief. If you have a testimonial that speaks directly to the people you’re trying to reach, consider using it.

Watch Someone Use Your Website

This tends to work better when testing websites as a whole, though it can still work well with a landing page.

Find someone nearby and ask them to take an action on your landing page. Watch them and see how they interact with your page. Where do they click, even though there is no clickable element? What do they spend the most time doing? What is their opinion?

Crazy Egg heatmaps can help you do some of this. The collated data can provide valuable insight on the actions that people are taking on your website.

With landing pages, you only want someone to do one specific thing. Watching someone (or gathering data on people using your landing page) will let you know if they know what that one specific thing is.

Different Forms of Media

If your landing page only includes an image, try swapping it out with a video. A video will need to be created so that it conveys the right message. Those who use a video on their landing page sometimes set the video to autoplay. Experiment with different video styles and see if it helps.

Long Copy

Though it was mentioned before that bullet points can be helpful, you might want to include some longer copy too.

This would most likely be placed on the bottom of the landing page, and would allow for people to learn more about what you’re offering. If you’re using long copy make sure you’re regularly placing signup buttons throughout the page.

Taking Things to the Next Level

Improving your landing page can give you a chance to take things to the next level. Once you know where to focus your attention, making the changes should be a walk in the park.

The job of improving a landing page is never done. You’ll always want to do some split testing to see if you can drive your numbers even higher. You can experiment with different headlines, images and bullet points. You can even make a radical change to the overall layout. As long as you’re constantly trying new things you should be good.

You don’t always have to be original when making these changes. If you see an idea you like, you can emulate it. Keep your own swipe file and synthesize various landing pages to produce one that is going to be a top performer.

Put some of the tips mentioned into action and see how they work out for you. If you’ve got any questions or suggestions, leave a comment below. Good Luck!

Read Other Crazy Egg Posts by Rakesh Kumar

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7 Pro Tips to Make Your Landing Page Profitable


A Google Decision That Could Be Great News for A/B Testers

On the surface, Google doesn’t appear to have a particularly close relationship with split testing.

They offer a split testing feature built into Google Analytics (that many marketers are oblivious to), but it’s not the fanciest thing in the world. It allows you to direct visitors to two different variations and measure a range of objectives but doesn’t, for example, allow you to create a truly custom split—you can only direct a preset percentage of traffic to each variation.

split testing with google analytics content experiment

It relies mainly on using separate landing pages, which you might find fiddly if your URL structure is already a bit of a tangled web and requires taking the possibility of being penalized for duplicate content into account if you’re only making minor changes.

In short? Their content experiments aren’t perfect.

Beyond that, Google hasn’t taken much of a foray into the realm of A/B testing. Given the current popularity of split testing, offering only a limited tool to capture some of the market might seem short-sighted. But is Google really ignoring the CRO space or have they just been biding their time?

To answer that question, I want to look at a recent change to AdWords that might signify a change in Google’s attitude towards split testing.

The problem with PPC advertising and split testing

When it comes to PPC advertising, lots of small business owners ‘set it and forget it.’

Of course, they put some work into figuring out keywords they want to bid on, setting an appropriate maximum bid and so on. But, once all that’s done, it’s not unusual for business owners to just leave AdWords running… maybe with an occasional check on the budget from time to time.

One result of this is that ads that have been in place for a while have a wealth of information (tracking history, quality scores, etc.) associated with them. And, until recently, any attempt to adjust something like tracking criteria has resulted in that information being lost.

Even worse, changes used to result in ads being sent back to Google to be approved again. This is clunky and inconvenient, and it has been a sore spot for AdWords users for years!

Understandably, for many users, it has also resulted in an unwillingness to tinker with long-running PPC ads or even let their PPC account managers make adjustments to them… something no doubt hugely frustrating for account management execs!

Here’s the good news: All of this is changing.

Goodbye Destination URL, Hello Final URL

What used to be known as the ‘Destination URL’ is to be split into two parts:

  1. ‘Final URL’
  2. Tracking information

Soon, if it hasn’t done so in your account already, the option to use a Destination URL will disappear and only Final URL will remain.

split testing - google adwords final url new

In itself, this isn’t a huge change. It’s unlikely that anyone was ever frustrated by being unable to adjust their tracking information on a daily basis.

However, it represents a nice move on Google’s part, in that it allows advertisers to adjust successful ads without losing all of the information associated with them.

In that respect, this sounds like one step of a program to encourage users to experiment more with their PPC ads.

And that can only be a good thing for Google—once advertisers have figured out which ads are getting the most clicks and have the highest ROI, they’ll be more willing to pump money into those ads. In turn, that means more money for Google.

Removing the need for ads to be reapproved also demonstrates some willingness to trust advertisers more.

True, it’s a baby step, and it’s not one that’s associated with any dangerous consequences on Google’s end. Still, more freedom promotes creativity and is likely to keep advertisers sweet enough to stop them looking somewhere else.

So what does this have to do with split testing?

On the surface, not much. However, I believe the move demonstrates Google’s understanding that their customers increasingly value the ability to make swift changes, run tests, change tracking information and so on.

I think it’s one step towards an approach that embraces split testing more than they currently do.

While many marketers have embraced CRO, to the extent that ‘growth hacker’ has become a legitimate job title, it’s still fairly common to hand off all aspects of PPC management to an account manager or set up a few basic campaigns and just leave them running.

If that’s true for you, improvements to AdWords (like this one) that make it easier to tweak ads without the need to send them back for review might be just the nudge you need to get your sleeves rolled up  and start split testing your PPC ads with the same enthusiasm that you do your website.

The future of Google and split testing

More and more emphasis is being placed on conversion rate optimization, particularly through A/B testing and growth hacking in both startups and larger organizations.

Compared to tools like Optimizely and Visual Web Optimiser, Google’s internal split testing tool in Analytics looks extremely basic… something that VWO isn’t afraid to point out on their Free Trial page:

vwo vs google split testing

While it is possible to integrate Google Analytics with Optimizely, and thus use metrics as experiment goals, a Google-made tool that could bypass the need to set up integrations or fiddle around with APIs would definitely appeal to marketers.

Although the changes detailed above don’t have a direct impact on split testing per se, they’re important because the retention of data gathered about individual ads has been prioritized. This doesn’t mean anything for certain, but it means that Google is acting in way that shows they accept the importance of data-driven marketing and testing. 

With apps like Gmail, Docs, and Chrome already in place and competing very effectively in their respective spaces, it’s very likely that Google is either building or planning to acquire a more comprehensive split testing tool in the future. (I need to have that sentence in writing so I can say “called it!” when the news does leak.)

With other recent acquisitions relating to everything from home automation to artificial intelligence, is it really likely that CRO is at the top of Google’s list? Given that so many of their other tools are designed for enterprise use, it would make sense for them to get a couple of quick wins with apps relating to split testing and email marketing, then focus on their bigger ambitions in the long run.

Give it a couple of years, and I think we’ll see something like Google Split emerge. Let’s just hope they can come up with a better name than that.

giphy banana split

A possible mascot? Um. Maybe not. ;)

What do you think? Let us know in the comments if you think Google will be venturing further into the split testing space.

Read other Crazy Egg articles by Art.

The post A Google Decision That Could Be Great News for A/B Testers appeared first on The Daily Egg.

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A Google Decision That Could Be Great News for A/B Testers


A/B test proves that women find bearded men more attractive

Yes, you heard that right. The age old debate has finally been put to rest. For many years now, researchers have presented us with conflicting studies about whether women find bearded men more attractive or the clean-shaven ones. For every research that claims the smooth clean-cut look is more desirable among women, there are two counter studies claiming face fuzz is the way to go. But now, a US-based eCommerce website has finally A/B tested their way to the truth. Read on..

The Company

AdonisClothing is a US-based eCommerce store exclusively dealing in men’s fashion. However, what sets them apart from other e-shops is that they don’t sell directly to men. Their target audience is women who shop for their boyfriends and spouses. Their website encourages women to shop for a ‘complete makeover of the guy’ and that’s one of the reasons their average order value is on a higher side at $90. Also, according to the company’s CEO Jason Johansson, 80% of their repeat customers are women.

The Problem

Like many eCommerce websites, AdonisClothing had a lot of visitors coming to their product pages, but very few were adding products to cart. So JJ (he insists on being called that – says the two letters add to his personality), started his conversion optimization strategy from the product pages.

Here’s how the product page originally looked.

clean shaven

The Test

JJ came up with a curious test idea very few would have imagined, forget even testing it out. He tested out the photos of the models on the product pages — clean-shaved against bearded ones! When asked what made him test out chin carpet when the whole CRO world is perfectly busy testing out the optimum UX and design, JJ had a quaint answer. He explains how his fiancee kept pestering him to grow his stubble, much to his disdain.

“She always said that I looked better in a beard, but I never agreed. So one night, I had this epiphany that why not ask a larger set of people. And what better way to do that than my website — which is mostly visited by women,” he said.

Here’s how the variation looked:

bearded look

The Results

The test was run for 15 days on over 36,000 visitors (of which 70% can be safely assumed to be women). The goal being tracked was clicks on ‘Add to Shopping Bag’ button. Well, what do you guess. The Variation outperformed the Control by a stubbly 49.73%, resulting in a 33% increase in sale orders. The variation had a staggering 98% statistical significance.


 Woah! What happened here?

JJ is understandably stoked. He came up with one of the strangest testing ideas and managed to achieve remarkable results which will not only be helpful for other eCommerce stores in the coming future but also the research community.

“I think this piece of data will be used even years from now by researchers and marketers to support their views. I feel exceptionally proud of having come up with this test idea,” said JJ.

Why the Variation won?

1. Bearded men are perceived as healthier, more attractive

According to a study by scientific journal Evolution and Human Behavior, women find men with heavy stubble as healthier.


The 10-day mighty crop of facial hair is supposed to be the optimum growth.

2. Beards are epic

John Lennon

Peace was not the only cool message proclaimed by John Lennon.

3. Ryan Gosling is internet’s darling for a reason

Ryan Gosling

The man has tutorials dedicated to replicate his 5 o’clock shadow.

The future looks bright

After the success of this one test, JJ has decided to replace all the clean-shaved models on his product pages with ones sporting a scraggly beard. Check out AdonisClothing’s website here.

The post A/B test proves that women find bearded men more attractive appeared first on VWO Blog.


A/B test proves that women find bearded men more attractive


Test Your Call to Action to Boost Conversions by 13%

I came across an article recently called, “71 Things to A/B Test.”

While this article is an amazing resource—stuffed with great ideas for what to test—it’s a little overwhelming…

71 things?! Eck!

Where do you start?

Especially if you’re a small business, operating without a full-time conversion optimization team, or an independent blogger?

Where do you find the time and energy to set up, analyze, and implement the results of so many tests?

call to action testing can be overwhelming

The good news is, you don’ t have to do all 71 things today—or even this year—to greatly improve your conversion rates and put more profit in your pocket.

In fact, you can do just one thing this week to see a big difference.

Hubspot did it by testing their call to action. But, before I explain what they did—and how you can do it too—let’s make sure we’re all on the same page…

What is a Call to Action?

Simply put, a call to action is a phrase that asks or “calls” the audience/reader to take action right now.

I did a few searches and also found this longer definition:

call to action definition

Did you notice that the definition above says, “A commercial without a call-to-action is considered incomplete and ineffective”?

That’s just one reason I recommend implementing a call to action now… if you haven’t already.

Let’s look at a few examples of calls to action:

call to action example

This call-to-action example is calling the viewer to enter their email address and click, “continue.” This is commonly called, “Opting-in” or lead generation.

Here’s another call-to-action example from AAA Motor Club, where they aim to generate leads for a “free planning session”:


Finally, here’s a call-to-action example as a pop-up:

call to action examples

Want more? See 21 Call to Action Examples here.

Now that we all know what a call to action looks like, let’s move on.

Hubspot’s Call to Action Test

As mentioned above, Hubspot tested their call to action and saw a 13% increase in conversions. Here’s their test:

call to action example

“HubSpot tested the shape and style of our demo CTA to see which performed better. The CTA shaped like a button (on the right) rather than the CTA that included a sprocket image (left) performed significantly better, giving us a 13% increase in conversions.”

The Effect of 13% on Your Business

To better understand the effect of a 13% increase in conversions, let’s turn to our friends at WiderFunnel.com. Get their ROI Calculator here—it’s free.

Here’s what it looks like:


I encourage you to fill this out for your own business so you can see exactly what impact a 13% increase in conversion rate will have on your business.

Here is the same worksheet filled in with numbers from an example company:


After you input your numbers, the worksheet advises us to go to Tab #2 to see our results. On Tab #2, we’re asked to enter our “Potential lift in customer conversion rate.” For this example, I used “13%”:


Here are the results:


See the potential of conversion optimization?

In this sample business, a 13% increase in conversion rate would add 10 sales transactions per month or $12,355.20 to their first year’s annual revenue! (Plus, the cost per sale is reduced!)

So, how can you boost your conversions by as much as 13%?

4 Steps to Running an A/B Test on Your Call to Action

After seeing the results Hubspot got, and then seeing how the numbers could work in your own business, you’re probably eager to start testing.

Here are the 4 steps to running your own “call to action A/B test.”

1. Research and analyze the data.

Before you guess what might work in a test, gather some data.

If you’re currently using a call to action, what is the conversion rate? Have you tested it in the past? Why did you choose it? Do you have any feedback or opinions on your current call to action?

If you don’t have a current call to action, why not use this opportunity to create two versions to compete for your first call to action?

To gather research without a current call to action, look at your target market profile, any analytics you do have, and even heatmaps. You could also check out industry forums, your support tickets, or interview customers to “get inside their head.”

The point of step one is to know your customer well enough that you can make “an educated guess” about what call to action may or may not work well…

2. Use your data to make a prediction.

This step could also be called, “Brainstorm.”

Basically, look at your data, think about your customer, and make a prediction about what elements might be better than what you currently have…

If you already have a call to action, your brainstorming might go something like:

You: “Our green button doesn’t seem to be working …”
Co-Owner: “I know Company ABC tested green buttons and saw a huge increase in conversions… why isn’t it working for us?”
You: Maybe because our dominant company color is green…
Co-Owner: Yeah, the button just doesn’t stand out…
You: Let’s try orange instead!”

Or, “Our customers are very concerned about their security online… maybe we should test adding a security seal to our form?”

If you don’t have a current call to action, you’ll need to create two versions. Just remember to stick to testing one element at a time. As Hubspot points out:

“You want your A/B test to be conclusive—you’re investing time in it, so you want a clear and actionable answer! The problem with testing multiple variables at once is you aren’t able to accurately determine which of the variables made the difference. So while you can say one page performed better than the other, if there are three or four variables on each, you can’t be certain as to why or if one of those variables is actually a detriment to the page, nor can you replicate the good elements on other pages. Our advice? Do a series of basic one-variable tests to iterate your way to a page you know is more effective.”

Beyond the few examples above, there are thousands of things you could test in your call to action…

  • The actual words. Just one idea: “click here” against “yes!”
  • The color. A showdown between your company color and a contrasting color could be interesting
  • The layout or location of the call to action. For instance, top right vs. top left
  • The style: “flat” graphics against “Web 2.0”
  • Even the shape of the call to action can be tested: round, square, rounded rectangle
  • The options are endless

But, we can’t test everything. So, after you spend a few minutes brainstorming, predict which SINGLE change you think has the greatest chance of increasing your conversion rate.


3. Construct your experiment.

This step will vary depending on the tools you use and the test you’re running.

At a minimum, you’ll need your A/B testing tool of choice (to run the test and read the results) and two variations of the element you’re testing.

Review this article to make sure you have the basics in place for your test.

4. Run your experiment.

Next, you’ll want to let your experiment run.

Remember, to get accurate results, you must wait until your test is complete to determine a winner. I recommend using a sample size calculator just to be sure your test results are as accurate as possible.

5. Analyze.

After your test is complete, it’s time to review the data…

Like last time, you’ll use the new data to make a new prediction to test. Hopefully your last test gave you something to work with and your next prediction is better.

If not, no worries. Conversion optimization is a never-ending game. Some would say that’s part of the fun.

Over time—as winners of your tests emerge—you’ll better understand your target customer and be able to make more refined predictions.

So what about you? Have you been testing your call to action? Any results you’d like to share?

Let’s talk about it in the comments below.

Read more Crazy Egg posts by Christina Gillick.

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Test Your Call to Action to Boost Conversions by 13%