This document discusses how to use A/B testing to increase sales and conversions on a website. It explains that A/B testing involves creating variations of web pages and splitting traffic between the original and variation pages to determine which performs better based on predefined goals like conversions or sales. The document provides examples of elements that can be tested, such as headlines, buttons, and social proof elements. It also introduces Visual Website Optimizer as an A/B testing tool and includes a live demo.

1. Increase Sales and Conversions
with A/B Testing
Paras Chopra Bryan House
Founder, Wingify VP Marketing, Acquia
@paraschopra @bryanhouse

2. Upcoming Webinars
! Thursday June 30th 1pm ET / 5pm UTC
– Building Communities with Commons
! Wednesday July 13th 1pm ET / 5pm UTC
- Drupal and Microsoft Dynamics CRM Integration
! Thursday July 28th 1pm ET / 5pm UTC
- The Value of Building an Online Community
Register Today - http://acquia.com/webinars
© 2011 Acquia, Inc. All rights reserved.

3. Upcoming Training Events – June & July 2011
http://training.acquia.com/events
June 24th, 25th – Seattle WA
Courses include:
June 25th – Cambridge MA
! Drupal in a Day
June 29th – Minneapolis MN
! Site Building with Drupal
June 28-29th – Victoria BC
! Drupal Module Development
June 29th – London ON
! Drupal Theming
June 29th – Tel Aviv Israel
! The Views & CCK Modules
June 29th – Geneve Switzerland
! Panels for Site Builders
July 4th, 5th – London England
! Development Best Practices
July 5-8th – Paris France
July 5th, 6th – Dallas TX
July 11-12 – Corvallis, OR
Register for Drupal Training in your area
© 2011 Acquia, Inc. All rights reserved.

4. A broad array of
Software + Services
to create and maintain
killer web experiences
built on Drupal
© 2011 Acquia, Inc. All rights reserved.

5. Answers you Need Tools you can Use Support
! Access to knowledge, ! Extend and manage when you need it
tips & tricks, how-tos your Drupal site. ! 24x7 ticket-based
! 500 + articles ! Site health and support
! 130 + videos performance ! Active advice & help
! Acquia Search forums
! 50 + podcasts and
webinars ! Mobify ! Remote consulting
included
! Mollom
! New Relic
! Visual Website
Optimizer
© 2011 Acquia, Inc. All rights reserved.

6. A/B
tes(ng
on
Drupal
How
to
increase
your
sales
and
conversions

7. Tradi(onal
web
design
Step
1

8. Google
Analy(cs:
my
first
love
Step
2
Step
3
Happiness
:)

9. Sorry,
that’s
not
okay!
You
are
leaving
money
on
the
table!

10. What
if
I
told
you?
• Changing
link
color
increased
conversions
by
53%
• Adding
leM
menu
naviga(on
bar
increased
cart
addi(ons
by
34%
• Removing
signup
form
increased
signups
by
60%
Note:
all
are
REAL
case
studies!

11. Your
website
is
not
op(mal
So,
what
do
you
do?

12. A/B
Tes/ng
to
the
rescue

13. What
is
A/B
tes(ng?
A
B
Remember
your
high
school
science
project?

14. On
the
web,
what
is
A/B
tes(ng?

15. In
simple
words,
A/B
tes(ng
is:
• Step
1:
change
something
on
your
landing
page
to
create
a
varia(on
• Step
2:
define
goals
to
be
measured
• Step
3:
split
traffic
between
original
and
varia(on
page
• Step
4:
measure
if
varia(on
page
is
conver(ng
than
the
original
(note
sta(s(cal
confidence)

16. Let’s
play
a
guessing
game
Real
life
A/B
tes(ng
case
studies

17. Which
version
had
10%
higher
conversions?
A
B

18. Which
version
had
85%
more
downloads?
A
B

19. Which
version
doubled
conversions?
A
B

20. What
to
A/B
test?

21. Test
Headlines
• Have
a
headline
• Have
a
concrete
headline
• Headline
should
be
the
first
thing
a
visitor
looks
at

22. Test
Bu[ons
• Don’t
have
too
many
call
to
ac(on
bu[ons
• Have
an
ac(onable
call
to
ac(on
bu[on
• Have
a
big,
prominent,
visible
call
to
ac(on

23. Include
Social
Proof
• Tes(monials
• Case
Studies
• Logos
of
Customers
• Sta(s(cs,
Pageviews,
etc.

24. Visual
Website
Op(mizer
World’s
easiest
A/B
tes(ng
tool

25. Used
by
thousands
of
businesses

26. “WOW”
features
• Visually
create
varia(ons
(knowledge
of
HTML,
JavaScript
not
required)
• One
(me
integra(on.
No
dependence
on
IT
department
• Heatmaps,
behavioral
targe(ng,
revenue
tracking,
Google
Analy(cs
integra(on

27. Live
Demo
Free
subscrip.on
for
starter
plan
available
for
Acquia
members

28. Image
Credits
• Slide
2:
h[p://theoatmeal.com/img/comics/design_hell/9.jpg
• h[p://www.schoonzie.com/files/GoogleAnaly(cs-­‐
GraphByMonth.jpg
• h[p://www.marshu.com/ar(cles/images-­‐website/ar(cles/
presidents-­‐on-­‐us-­‐paper-­‐money/one-­‐hundred-­‐100-­‐dollar-­‐
bill.jpg
• h[p://degoodstuff.com/images/uploads/logos/superman
%20logo.jpg
• Slide
5:
h[p://bioprotec(on.org.nz/system/files/images/CoRE-­‐
Theme-­‐Pic-­‐-­‐-­‐mini-­‐galls.jpg
• Slide
3:
Self

29. Thank
You!
paras@wingify.com

30. ! Do you love working with Drupal?
! If so, Acquia is hiring in North America & Europe:
– Engineering & design
– Client advisors and consulting
– Inside sales
Check out openings at
http://acquia.com/careers
© 2011 Acquia, Inc. All rights reserved.

31. Questions
! For more information, visit:
– http://acquia.com
– http://twitter.com/acquia
– http://acquia.com/facebook
! Contact us: Recording of today’s event and slides
will be posted at:
– sales@acquia.com
http://acquia.com/resources/
– 888.9.ACQUIA recorded_webinars
! Get $50 off an Acquia Network Basic subscription
– Coupon code: ANWebinar50
! Sign up for a free 30-day Acquia Network Trial
– http://acquia.com/trial
© 2011 Acquia, Inc. All rights reserved.