Visual Website Optimizer

Hyundai, the Korean giant, not just makes well-engineered cars, they have well-engineered online strategy as well. In the Dutch market, they hired one our certified partners, Traffic4U to optimize conversion rate on their lead-generation pages. Traffic4u is an experienced, international online marketing agency, specializing in Result Driven Online Marketing and since they are our partners, they chose Visual Website optimizer for testing and optimization on Hyundai.nl

In this case study, we catch up with Janco Klijnstra from Traffic4U who talks about how they used Visual Website Optimizer for increasing conversion rate by 62% for Hyundai.

Case Study: using multivariate testing to increase conversions

Hyundai has landing pages for all of their car models where people can request for a test drive or download a brochure. These landing pages mainly get traffic from paid advertising campaigns (but get some direct and SEO traffic too). They wanted to make most from this traffic hence partnered with Traffic4U for conducting a multivariate test on all car model pages.

There were several goals for this test that they wanted to optimize:

• Primary goal was a brochure request and/or request for a test drive
• Secondary Goal was a clickthrough from the car page to the first step of the funnel
• As a check engagement (inverse of bounce rate) was also measured

Why Multivariate Testing?

The main difference between A/B testing and multivariate testing is that in A/B testing variety of changes are done in a single variation while in multivariate testing, every change you make creates a new variation to be tested. So, multivariate testing is useful if you have multiple ideas to test on a page as it tells you exactly which changes impact your conversion rates and which don’t.

Hyundai’s car landing pages have a lot of different elements (car headline, car visuals, description, testimonials, etc.) so it was essential to setup a multivariate test in order to understand which elements influence a visitor’s decision to ask for a test drive or download a brochure.

What was tested?

Traffic4U setup a multivariate test and decided to create variations of following sections of the page:

• New (SEO friendly) text versus control text: hypothesis was that if they change their normal text to SEO friendly text and it doesn’t impact conversion rate, they can permanently implement it for SEO benefits
• Extra Call to action buttons versus no extra buttons: hypothesis was that extra call to action highlighted desired action
• Large photo of the car versus thumbnails: hypothesis was that larger photo entices the visitor and also confirms the visitors initial goal that he/she is on the right page

A total of 8 combinations (3 sections, 2 variations each = 2*2*2) were generated for this multivariate test. Here’s screenshot of the original page:

- Original page -

Results – which variation worked best?

The results of this multivariate test were phenomenal. One of those variations increased conversion rate (request for test drive or brochure) by 62%. And there was a staggering 208% increase in clickthrough rate (step 1 to step 2). Out of the total 8 combinations, can you guess which one increased conversions?

Well, the combination with SEO text, extra buttons and larger images did the wonder. It’s amazing how Traffic4U was spot on for all three changes. Here’s how the variation looked like:

- Winning variation (62% increase in leads) -

The results of this multivariate test are so phenomenal that it won a silver award in annual WhichTestWon awards!

Lessons learnt and value of Visual Website Optimizer

Traffic4U used lot of heuristics and best practices experience for coming up with variations for this test (larger pictures, clear call to action buttons, etc.). This test demonstrates that doing a proper multivariate test can validate those best practices. It may have been certainly possible that adding SEO text decreased conversions at the expense of extra traffic, however setting up a multivariate or A/B test can settle that dilemma easily.

When we asked Traffic4U about their comments on Visual Website Optimizer, here’s what they had to say:

Visual Website Optimizer was very valuable it made it possible for us as an agency to build our own variations, test on a group of pages and measures different goals at once. Also the Analytics plug-in was very helpful in the analysis for segmentation purposes.

This case study is an excellent example of how a large company (such as Hyundai) works with a specialized conversion rate optimization agency like Traffic4U to use multivariate testing for increasing business metrics such as test drive requests and brochure requests. If it worked for Hyundai, it can work for you too!

Signup for a free 30 day trial account of Visual Website Optimizer to easily setup multivariate tests on your website to increase sales and conversions.

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Many people seem to get confused about the terms A/B testing, split testing and multivariate testing. Essentially, A/B testing and split testing are the same concepts but multivariate testing is different. So for all practical concepts, consider A/B Testing = Split Testing. The following table will illustrate difference between A/B testing (or split testing) and Multivariate Testing:

	A/B Testing	Multivariate Testing
What is it?	In A/B testing you split traffic amongst two or more completely different versions of a webpage (landing page, home page, etc.) The variations of your original page can differ in any manner. You can either just change the headline; or you can even change entire design, layout, offer and what not in the variations. What you change in A/B test is only limited by your creativity. For example, if you are A/B testing on your landing page you may want to create one version with 15% discount, the other with free shipping and one with the same offer but different page design.	In multivariate test, you identify a few key areas/sections of a page and then create variations for those sections specifically (as opposed to creating variations of whole page in an A/B split test). So for example, in multivariate test you can choose to create different variations for 2 different sections: headline and image. A multivariate testing software will combine all these section specific variations to generate unique versions of page to be tested and then simply split traffic amongst those versions. That is, you will get these variations of the page: Headline1_Image1, Headline1_Image2, Headline2_Image1, Headline2_Image2.
How it works?
Traffic Required	Relatively Less	Huge
Best used for	Testing radically different ideas for conversion rate optimization	Optimizing and refining an existing landing page or homepage without doing significant investment in redesign
Example Case Study	Signups increased by 60% after actually removing the signup form	PDFProducer Multivariate Test Case Study

I hope that was a good comparison between A/B testing and multivariate testing. If you think I left any point, please let me know. I will update the comparison table accordingly.

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Last year, at the dawn of 2010 I wrote four reasons why 2010 is going to be a year of A/B split testing. Now that 2010 is coming to a close, I thought it will be great to revisit what happened in our tiny little (yet growing) industry of split testing and conversion rate optimization. Undoubtedly, the year saw explosive growth in the industry (and also for our A/B testing tool – Visual Website Optimizer). It was incredibly hard to pick 10 best A/B testing resources (not because there weren’t any, but rather there were simply too many great tools, websites, forums, tutorials, etc.). Anyhow, I managed to compile following is the list of top 10 resources (in no particular order):

WhichTestWon.com

WhichTestWon.com is an interesting website which features a new A/B split test every week. You can vote and discuss about which variation won in the test. It is a fun way to keep learning what usually works for increasing conversion rate on website.

ABTests.com

ABTests.com is an open forum where anyone can share and discuss their A/B test results. ABTests.com and WhichTestWon.com are two great websites when it comes to reading real-life A/B testing case studies. You simply can’t get enough of them!

Ultimate Guide to A/B Testing

The Ultimate Guide To A/B Testing is a guest post I wrote for Smashing Magazine. I had tried to make this post as the definite resource for anyone who wants to get started with A/B testing. Judging from #2 position on Google for ‘A/B testing’ (#1 is Wikipedia), I think I have achieved my goal with that guest post.

#crochat (hashtag for Twitter)

#crochat is a hashtag used by a group of conversion rate optimization enthusiasts to chat on this topic every Thursday. I have seen everyone from experts to vendors to beginners participating in the chat and discussing interesting topics related to A/B testing.

MarketingExperiments.com

MarketingExperiments.com is an organization that does numerous split and multivariate tests every week and have been doing so for years now. They have built an impressive research library which details how they improved website conversions and sales on different kinds of websites: eCommerce, publishers, lead-gen landing pages, etc.

Conversion Conference

Conversion Conference is the first and only conference dedicated to the art of conversion rate optimization. The next edition will be held in San Francisco in March, 2011.

WhichMVT.com

WhichMVT.com is a site where you can compare different multivariate testing tools (including Visual Website Optimizer). You can also read or leave review of different tools. (Just in case you happen to use VWO and love it, please take 5 minutes out to leave a review here).

Online Behavior

Online Behavior is a new magazine by industry experts which features columns on behavioral targeting, web analytics and testing & optimization. All articles are of top-notch quality. If you are interested in conversion rate optimization, subscribing to their feed is a must.

Get Elastic

GetElastic.com exclusively focuses on conversion rate optimization and a/b split testing for eCommerce websites. It’s a must read blog for anyone even remotely related to an eCommerce business.

Visual Website Optimizer Blog

You knew this was coming, didn’t you? I am very happy that Visual Website Optimizer Blog has seen explosive growth in readership and reach in last couple of months. This blog is not just about product/feature announcements only. Rather majority of posts relate to A/B testing case studies and conversion rate optimization how-tos. All time hits include: landing page optimization tips, impact of SEO on A/B testing, top 10 eCommerce sites (by conversion rate), etc.

Are there any other A/B testing resources that I missed? Please leave a comment below!

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I just published a guest post on Smashing Magazine titled Multivariate Testing in Action: Five Simple Steps to Increase Conversion Rates.

Essentially, there are five steps to increasing conversion rate:

• Identify a challenge
• Define your test hypothesis
• Decide whether to do A/B testing or multivariate testing
• Run the test and analyze results
• Derive lessons from it

If these steps sound complicated to you, I recommend you to read the extensive tutorial which has numerous examples.

My article explains multivariate testing by means of a case study where I tested following variations on a software download page (notice color and text changes):

Can you guess which variation produced maximum downloads? Well, the end result of this test was that #10 combination (in the screenshot above, one with ‘Download for Free’ in red) had 60% improvement in conversion rate. That’s the power of multivariate testing.

Read the full case study and tutorial: Multivariate Testing in Action: Five Simple Steps to Increase Conversion Rates. I hope you like it!

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Let’s admit it: getting ideas for A/B and multivariate tests is a hard job! It becomes even harder because of your familiarity with your website or landing page. Since you breathe-and-eat your website every day and know all its intricacies, it becomes incredibly hard to think of improvements. This phenomenon even has a medical name: Blind Spot.

To get ideas on what you can test in your next A/B or multivariate test, we have a A/B testing case study search engine called Ideafox. Also, earlier on this blog I talked about a service called Feedback Army which lets you have feedback from 10 people for $10 (I see the price is $15 now). Feedback Army is great service and we had received lots of relevant feedback from that site (in addition to some actionable ideas for A/B testing). As also noted in original post, the only drawback of this service is that people who give feedback are hired from Mechanical Turk, so feedback length is short and doesn’t go into too much depth (since those people are only paid 50 cents per feedback). Inspite of this, Feedback Army has a great ROI for an investment of $15.

What if you need feedback on your website from a professional?

Enter Concept Feedback, the website to get expert website evaluations and feedback. It is a community of design, usability and conversion lovers who comment and give feedback on your website and landing page. They have experts for three categories of feedback:

• Design
• Usability
• Startegy

Experts have years of experience in their respective fields along with professional degrees in design. So, you can be guaranteed to get top-notch feedback on your website from Concept Feedback. Of course, all this comes at a price. You need to shell out $100 per expert feedback. So if you want feedback from 5 experts, that is going to cost you $500. It’s a little expensive but as you will read below, the quality and amount of feedback that you get from an expert has way more value than $100.

Evaluation of Visual Website Optimizer website on Concept Feedback

To try out the service, I evaluated Concept Feedback to get feedback on Visual Website Optimizer website design. Oh boy, I was pleasantly surprised with the quality of feedback on as many five different pages of our site: homepage, signup page, features page, case study page and blog. Here is some of the feedback produced verbatim:

• “I would do something to visually separate this section of the site from the rest. Perhaps make the background blue and reverse the text in white, make the call to action orange?”
• “I would reduce the # of statistics in the call to action area. While these are great to display and to the point, 4 might be a bit much. Consider showing 1-3. Perhaps in a slider form.”
• “I would make your headlines sans-serif to help readers visually distinguish and scan your content easily. This goes for h1′s, h2′s, h3′s etc. Making them a different color (besides black) will also help.”

All these comments come with a screenshot of your page so you can see where exactly the expert is referring to when he says “make your headlines sans-serif” (in this case, he was talking about our blog).

What’s more? The expert even quickly created a mockup of what according to him our site should look like. Here is the version he redesigned:

I think this redesign is definitely an improvement over existing design. What do you think?

Conclusion

For getting ideas for A/B and multivariate tests, nothing works better than feedback and evaluation services such as Feedback Army and Concept Feedback. The ‘strategy’ feedback type in Concept Feedback is especially relevant to A/B tests because there you have access to experts who have experience and knowledge in conversion rate optimization.

So, next time you are stuck and can’t think of anything to improve on your site, you know where to get feedback from.

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Visual Website Optimizer has a feature that allows running of same A/B or multivariate test on multiple pages at once. For example, if your site has several product categories and you would like to run a test only on one category, all you need to do is to enter a URL pattern like http://example.com/shoes/* in Visual Website Optimizer.

The URL pattern above will make the test run on all pages in the shoes directory. This feature is very handy because you can test common call-to-actions, headers, footers, sidebars, etc. consistently on multiple pages at one go. What’s more, a consistent variation is shown on all the pages in a test. So if a user sees red variation on one shoes page, he will always see the same red variation on all other shoes pages.

Sometimes (primarily due to SEO reasons) there is no clear pattern in the URLs. That is, it may be possible that there are several independent URLs for category or product pages without any apparent pattern. For example, if there are URLs such as http://example.com/adidas/, http://example.com/reebok/, http://example.com/microsoft/, http://example.com/adobe/, etc. and you wish to run the test on only on shoes pages (the first two URLs), how are you going to do that? Until now it wasn’t possible to setup such a test, but with our new feature Custom URLs it is very simple to setup such tests.

How do I setup a custom URL test?

Actually, there are three easy steps if you want to use custom URLs:

• Come up with an imaginary custom URL for all pages that need to be tested: note that the actual custom URL may not exist as we just want to come up with an identifier. For example, custom URL can be http://example.com/my_shoes_pages
• Use that URL in VWO: while creating a test in VWO, enter that custom URL in the field where it asks whether test is to be run on multiple pages (URL pattern field)
• Output that custom URL on your page in _vis_opt_url JavaScript variable: since the custom URL is imaginary, you need to output it in a _vis_opt_url variable on all pages you need that page to run the test.You also need to modify (common) VWO code snippet a little to accommodate custom URLs.

Example Code (Asynchronous):

On all pages where you need to run a specific test, output _vis_opt_url variable and modify VWO code as following (bold parts are extra modifications):

// Only on pages where this test is to be run
var _vis_opt_url = 'http://example.com/my_shoes_pages';
var _vwo_code=(function(){
var account_id= ACCOUNT_ID, // your Visual Website Optimizer Account ID
_vis_opt_url = window._vis_opt_url || document.URL,
settings_tolerance=2000,
library_tolerance=1500,
use_existing_jquery=false,
...
...
...
this.load('//dev.visualwebsiteoptimizer.com/j.php?
a='+account_id+'&u='+encodeURIComponent(_vis_opt_url)+'&r='+Math.random());
...
...

Example Code (Synchronous):

On all pages where you need to run a specific test, output _vis_opt_url variable and modify VWO code as following (bold parts are extra modifications):

<head>
...
// Only on pages where this test is to be run
var _vis_opt_url = 'http://example.com/my_shoes_pages';
...
...
...
// Common VWO Code
var _vis_opt_url = typeof(_vis_opt_url)=="undefined" ? document.URL : _vis_opt_url;
....
'&url='+encodeURIComponent(_vis_opt_url)
+'&random='+Math.random()
...
</head>

Sounds Complicated? We’ll help you implement

We do realize that the implementation is bit complex but we wanted to roll out the feature to all customers (many enterprise customers have been using it already). We are here to help you implement VWO code for custom URLs. Simply contact support@wingify.com if you need our help and assistance.

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Update: there is even an official confirmation from Google’s Matt Cutts that split testing does not impact search rankings.

A lot of our potential customers are concerned whether A/B or multivariate testing will have an effect on their search engine rankings. They (obviously) aren’t looking to improve their rankings by using A/B testing, rather their concerns relate to the myth that testing may negatively impact search engine optimization efforts.

Broadly, there mainly two major concerns:

• Content Cloaking: the act of showing different content to search engine bots and actual human visitors. A/B testing software (such as Visual Website Optimizer) swap content on the page using JavaScript, so some users see different content (of variations) and bots see original page only.
• Duplicate Content: the act of copying content from elsewhere and hosting it on your site. Search engines penalize for such stealing of content because you cannot expect to rank on keywords for the content that isn’t yours. Again, many A/B and multivariate testing software (including VWO) have an option where you can redirect site traffic to different variations of a page which raises this concern.

Why A/B testing is not content cloaking

Cloaking content was all rage back in the early days of search engines (think 1990s). In those days, SEO was all about keyword stuffing. So, smart SEO geeks used to display a page full of keywords when a search engine bot visited to crawl / index the page. While if a user visited the same page, they displayed the default (normal) version. This strategy of keyword stuffing used to work like wonders so naturally search engines started devising clever ways to detect and penalize such cloaking and it may appear that pages where A/B testing is on will also get penalized because it is kind of cloaking.

Good news is that thanks to Google’s PageRank algorithm, keyword stuffing no longer works. So, there is little incentive for search engines to penalize content cloaking. Moreover, unlike yesteryears’ static HTML sites, today’s search engines have come to expect highly dynamic AJAX driven sites. So, they no longer consider swapping content dynamically as cloaking. If you use a multivariate testing software to swap different parts of your page, it is not cloaking! Also, all the major search engines (Google, Yahoo, Bing, etc.) are well versed with concept of A/B split testing and they do many such tests on their own sites every single day. You wouldn’t expect search engines to penalize others for doing the same activity that they themselves do regularly, would you?

Key lesson: Doing A/B testing by dynamically swapping elements on page (using JavaScript) is NOT content cloaking. It is absolutely safe and should not have any negative impact on Search Engine Optimization efforts.

Split URL testing (redirecting traffic to multiple versions) and the issue of content duplication

As I mentioned above, this is another issue that worries many prospective customers. While one approach for split testing is to dynamically swap page elements (such as headlines, images, text, etc.), another approach is to host different variations of page on your website. So, if you want to split test product.html, you will create variation pages and host them as product1.html, product2.html, etc. A split testing software will redirect all traffic coming to product.html to the variation pages. Since product1.html and product2.html will have similar content as product.html, it worries some people that search engines will consider them duplicate content and penalize rankings.

An important point to note here is that search engines only penalize if you steal or host content from a different domain; here all variations pages host on your own site and you OWN that content and are free to do with it whatever you want to. Many dynamic websites (shopping carts, directories, etc.) today host the same content in different formats. Search engines don’t penalize them because that unique content is only found on their domain and no where else. Same is the case with your split testing URLs. You don’t get negatively impacted by it because you haven’t stolen that content — it is all yours!

A more important point is answer to this question: how will search engines come to know that there are different variations of your main page? Your variation pages can only be reached if there is a link pointing to it. Since you don’t link to your variation pages from anywhere from the site or else-where, search engines won’t know that those pages even exist. For the truly paranoid, you can instruct search engines not to index you variations pages. You can do it either using no-index meta attribute or by using robots.txt

Lesson: A/B split testing has absolutely NO negative impact on your SEO efforts!

Rest assured, you can use Visual Website Optimizer without worrying about its impact on search engine rankings. If you have a specific SEO and A/B testing related question, let me know in comments below.

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I recently got interviewed on Unbounce blog as a conversion hero. In the interview, I shared few rules-of-thumb related to A/B and multivariate testing which you may find helpful. I developed these heuristics while observing and advising hundreds of tests created by Visual Website Optimizer users. So, in this post I will paraphrase and expand on some of the things I shared in the interview.

A/B or Multivariate, which test methodology to choose?

Three main criteria will help you in choosing the right methodology between A/B testing or Multivariate testing:

• Traffic on test page: MVT requires lots of traffic to get any significant results
• Design resources available: MVT requires less number of design resources
• Objectives of the test: MVT is used for optimizing existing design and A/B test is used for optimizing conversions by testing a completely new design

Quoting from the interview, here is an elaboration on these three factors:

The eligibility criteria for each method is traffic of course. You should not attempt to do MVT if you don’t have enough traffic on the site. But assuming traffic isn’t a constraint, MVT works best when you are hyper-optimizing. That is, when your aim is to squeeze the last drop of conversion rate juice from your existing design. On the other hand, A/B testing should be used if you want to test completely different designs and ideas. Ideally, an organization should do lots of MVT tests followed by a few large A/B tests.

MVT typically requires less design resources as compared to large scale A/B test changes. Moreover, as I said, if the objective is to optimizing existing design MVT (or single element change) is way to go. But if you want to do radical changes on the page (say layout change, theme change, etc.) you will go with A/B testing.

Best methodology to start with?

Undoubtedly, if you are just getting started with testing and conversion rate optimization, you should go ahead with a simple A/B test. Multivariate testing is a complex methodology and it is easy to draw erroneous conclusions. From the interview:

For the starters, I always recommend to start with small-step changes in order to truly appreciate the value of testing. Ideally, they should pick a sweet spot on their page (ideal candidates: call-to-action, headline and image) and optimize that by a simple A/B test. Only once they get the hang of the whole process, they should attempt MVT or large-scale A/B test.

What to test and what not to?

Of course, what you test on a page depends on the specific site and objectives of the test. But if you are looking for some rules-of-thumb on what are the most common elements on a page that can be tested, here are they:

• The King: Call-to-Action (your main button)
• The Queen: Headline
• Others: text copy, images, number of form fields, number of steps in funnel, required vs. optional steps, number of elements on page, amount of text on page, layout (left vs. right kind of tests)

As far as what not to test is concerned, it is best to avoid testing:

• Pricing: very risky, and potentially illegal. You shouldn’t offer the exact same service/product at different price-points.
• Trivial elements on site: every element being tested on a page should have a hypothesis on why you are including in the test. For example, without a specific reason, you shouldn’t add page elements (say a footer or header) in the test and expect conversion rate to improve magically! You need to be convinced that a particular site element has high chances of impacting conversion rate.

What kind of surprises can you expect while doing A/B testing?

Technically no winning variation in a test should be seen as a surprise because there had to be a specific hypothesis on why you included it in the test. Nevertheless sometimes one finds that the test results are contrary to what was expected. That is, a variation won hands-down when one such expected it to lose significantly (or vice versa). Here are a few (real-world) examples of such surprises:

A recent test was very surprising – in this test it was found out that removing a secure icon from the page actually increased conversions by 400%. Another surprising result was that by simply adding a human photo on a homepage, conversion rate can be potentially doubled.

One of the test results on our homepage goes really against the standard advice of having a ‘Signup’ button prominently features on homepage. We found that a ‘Signup’ button actually decreased eventual sign-up’s and ‘Watch a short video’ worked much better because after watching the video, visitors were sure of what they are signing up for. (We had a ‘Signup’ button on the video page, by the way).

I hope you liked the interview snippets. If you want to read the full interview, head over to Conversion Heroes Part 3: Split Testing – An Interview with Paras Chopra.

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Today we’ve released a change in Visual Website Optimizer code snippet that will make the process of integrating VWO to your website a lot easier! As you will see, the change is a significant improvement over the previous code snippet and we recommend you to update it on your website as soon as possible to enjoy all its benefits (of course, it is backward compatible; So your existing VWO code will also work — but the new one is much faster).

The new code is cleaner and much easier to implement

The old snippet required you to insert code at two places: one in header and one in footer. The new code requires only one small snippet to be inserted into the website header. Yes, that’s it! No more you are required to add separate code snippets in header and footer.

Now, all the code required to run VWO, create and run unlimited number of A/B and multivariate tests, measure conversion rates, track heatmaps and clickmaps, etc. is contained in one snippet at a single location. This is what we call as single-tag integration! See, the screenshot below on which code snippet you need to add to integrate VWO with your website:

The new code is faster

The old code downloaded the static JavaScript file (required to run VWO) on all pages irrespective of whether a test is running on the page or not. It meant that the static file was downloaded for all your site visitors even if you are not running any test or test is only running on certain parts of your website.

The new code downloads the static JavaScript file only if and when it is needed. That is, the file is downloaded if a test is to be run on a particular page. Otherwise, it is simply skipped. What this means is a much faster experience for visitors to your website who aren’t included in the test.

We strongly recommend you to update to the new code! You can find the updated code in your test reports (under section Add code to website section)

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We are proud to announce the integration of Visual Website Optimizer (VWO) with Unbounce, which is a tool for creating landing pages. If you are a VWO user and want to create a new landing page, you now know the tool we’d recommend.

The integration of the two tools is dead-simple and Unbounce has put together a post announcing why they recommend Visual Website Optimizer for multivariate testing.

Benefits of Integration

The main benefit, of course, is that using Unbounce you can effortlessly create new landing pages. So, if you want to start a new PPC campaign, for example, you won’t have to wait for your IT team to help you with that. Simply fire up Unbounce, create a new landing page, integrate it with Visual Website Optimizer and start optimizing it.

The main benefits of using Visual Website Optimizer with Unbounce is that you would be able to do the following for your landing pages created in Unbounce:

• Multivariate testing
• Advanced A/B testing
• Heatmaps and Clickmaps

Read more about Visual Website Optimizer + Unbounce and watch an instructional video.

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