9 - The ABCs of AB Testing

We get testy with each other this week, as we talk about how to effectively run tests on your website in order to increase conversion and revenue. The episode also features a super-secret special guest from a galaxy far, far away. Download the FREE guide to The A/B/Cs of Testing: How Smart Hotels Test and Grow at www.fueltravel.com/abc Please leave a review if you're enjoying our podcast! Show Notes: In the news: New Trump hotel not to carry the Trump name - https://skift.com/2016/06/07/trump-hotels-will-avoid-the-trump-name-with-new-lifestyle-brand/ Arizona Legalizes AirBNB Investment Properties - http://www.hotel-online.com/press_releases/release/arizona-legalizes-airbnb-investment-properties AirBNB Local Guide Program - http://techcrunch.com/2016/06/03/airbnb-begins-testing-city-hosts-program-to-give-guests-guided-one-of-a-kind-experiences/ Popular Testing Ideas: Offer Layout Navigation Urgency Email Capture Fundamentals: Yoda - You must unlearn what you have learned Check out https://www.whichtestwon.com/ Experimentation - no idea is a bad idea KPIs - Understand exactly what metrics will be measured High Volume Pages - test pages that get a lot of traffic before pages that get little traffic Iterative Testing - change one element at a time on a page, and then build upon the results Multivariate Testing - Common misunderstanding of what MVT is and isn’t. Keep number of variations to a minimum, as the more variations, the more traffic needed to get statistically significant results. Explain differences in testing software in how MVT is served. Device Type - Segment results based on device type and/or run different versions of test for different types Failure - a test that results in a negative result is not a failed test Questionable Outcome - indicates variations were not different enough, or that element doesn’t have an impact on conversion Patience - wait for the full test results What testing software is right for you? VWO - https://vwo.com/ Optimizely - https://www.optimizely.com/ Unbounce - http://unbounce.com/ Follow us on Twitter: @fueltravel @stuartbutler @marketingmeisha @pdimaio @makavanagh Learn more at www.fueltravel.com