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Doug Nebeker ("Doug")
Ok, I know what A/B testing is. But what is the proper way to go about it? People always say just do it but how do you actually go about it in a high level way. I know it will differ between your sales methods and site technologies.
If you have an external processor do you set up multiple payment pages depending on the price you're testing? How do you control it so a person doesn't visit multiple times and see different prices? Or do I have the A/B price testing all wrong?
Wednesday, May 14, 2014
VisualWebsiteOptimizer is a great tool for A/B testing.
The key to A/B testing is conversion optimization. Knowing what to change/test to improve conversions/sales.
A lot of this is knowledge/experience of what works/doesn't work and appealing to the audience of your product/service.
Regarding A/B price testing I would recommend adjusting your price for a period of time and test it's affect on sales vs. trying to A/B test your pricing.
You could setup different pricing pages and A/B testing services can track who sees what pricing so it presents uniform pricing based on a cookie used to track segments.
However, since users thinking about purchasing your product or service most likely will be viewing your site/pricing on multiple devices/IPs while they are making the decision this would most likely lead to confusion as they would be presented different pricing on different devices.
So I would recommend going with a price change for say 30 days and see if there is any change in sales.
Typically prices are too low and raising prices doesn't result in a loss of sales only an increase in revenue.
But there are also lots of small things that can be done to streamline your checkout process, calls to action, expressing the value of your product/service that can increase sales.
Patrick McKenzie has a great book you should read.
Feel free to email me and I'll review your website and email you a list of my thoughts/recommendations to improve conversions.
Sunday, June 08, 2014
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