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hey there Justin Christianson here from conversion fanatics and today I want to
talk about how long does it take to actually get a winner or see improvement
while you're doing a be testing well a study was done not too terribly long ago
from convert experiences on the average improvement that companies see well when
they are leveraging their internal resources and just split testing on
their own the average is about one in six are winners but if they're
leveraging an agency or a conversion rate optimization solution or partner
the average is about one in three and here our conversion fanatics that's what
about what we average about one in every three tests is a winner but how long
does it take to actually get a winner and see the improvement that you're
looking for well it really depends on the type of business that you're in
we've had our worst case scenario where we've ran the first 11 tests or so that
didn't see any marginal improvement in the twelfth tests we ran was a 52%
improvement for the store and that's the worst case scenario on the other side we
generally see a winner within that first three in often cases we see a winner
right out of the gate on the very first experiment that we are conducting for a
company but it's different for each and every company you need to be effective
in what you are deciding to test don't just go down and make a list like hey
this would be nice to have or this would be a good idea to test don't just simply
go down the list because it doesn't ever factor in that way I mean it's just like
throwing random things up and hoping something would stick instead you need
to follow a process in a plan and really ask the question why and develop those
test hypotheses that are you know answering that question you know if
rationale because variable so you understand exactly what is going on and
you're just figuring out and following the data versus just randomly
testing things so if you're following the data and testing for removing of the
friction points and testing to improve your average order values and being
strategic about some of those elements and just helping those visitors to find
that next step and step all the way through the shopping behavior and
getting to the end goal that you want to achieve you should see some marginal
improvement if you're testing the right things now on the other side of it if
you're going through and testing and you're not seeing the improvement that
you're looking for say you've conducted five or so experiments or six or seven
experiments and you're just not seeing those you know 10 plus percent
improvements then chances are you are testing the wrong elements or you're
testing the wrong things and you're not asking the right questions and you're
not really identifying with what the visitors are at so then you need to go
back and actually look at your data again and create a new experiment plan
or create a new set of ideas to understand if we get stalled on a
particular client campaign hey we've seen some improvement for a
couple months and just things aren't the few tests we immediately kind of go hey
all hands on deck we do some user testing we do some exit polling we bring
everybody in and sit it down bring it up under the big screen and understand
what's going on on the site and look at the test ideas what we've ran the
results that have come in and really just try to figure out where we need to
steer the ship and see those bigger improvements again so we always just
revisit it and so often people get stuck on just testing a bunch of random ideas
and going down a list but if you're following the data you're learning from
every test even if it's a loser maybe iterate on it and retest then
you're gonna see more improvements faster so follow your data understand
what's going on don't let too long go by without testing or revisiting your test
and understanding and asking those right questions and at the same time be
patient we live in this very instant gratification world and optimization is
a long game you're going to see X growth from conversion optimization and
split testing but you need to be patient in the process and don't get discouraged
if you get a few losers out of the gate and then just give up on it or push it
down the priority list from there so hopefully you enjoyed this video and you
got a few valuable tips be sure to LIKE share comment subscribe and we'll talk
to you again on another video thanks
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