How De Nieuwe Zaak Improved Productivity Using The VWO API

About De Nieuwe Zaak De Nieuwe Zaak is a leading full-service digital agency based in Zwolle, Netherlands. With a team of over 90 experts, they provide innovative, high-quality digital commerce solutions for retailers, wholesalers, and brands alike. They have been using VWO since 2012 to conduct A/B tests and optimize websites for many of their […]

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About De Nieuwe Zaak

De Nieuwe Zaak is a leading full-service digital agency based in Zwolle, Netherlands. With a team of over 90 experts, they provide innovative, high-quality digital commerce solutions for retailers, wholesalers, and brands alike.

They have been using VWO since 2012 to conduct A/B tests and optimize websites for many of their clients. Being such an extensive VWO user, they are constantly investigating how they can make use of the platform to make their processes more efficient and produce faster results.

De Nieuwe Zaak recently started using the VWO Application Programming Interface (API), which has drastically improved the productivity of their development teams with regard to building A/B test campaigns by using VWO. They recently published a blog post sharing their experience using VWO and the API; you can read it here.

Challenges Before Using VWO API

De Nieuwe Zaak has more than 12 years of experience in implementing and creating web applications. In these years, they have standardized their development process.

For them, setting up A/B tests is a collaboration between CRO & UX consultants and developers. The CRO & UX consultant analyzes the user research data and comes up with a hypothesis for an A/B test, and developers write the code for it.

Front-end developers work in their own Integrated Development Environment (IDE), such as Visual Studio, Sublime, or Webstorm, as these editors provide excellent support for writing code in HTML, SCSS, and JavaScript. After a piece of code is complete, it is stored in a version management system such as GIT and Bitbucket so that it is never lost.

Before the front-end developers at De Nieuwe Zaak started using the VWO API, they used to write the code for the test variations on the VWO code editor. However, they wanted to be able to write code in the IDE familiar to them for improved efficiency.

How VWO API Helped Improve Productivity

Developers at De Nieuwe Zaak used the VWO API to visualize tests in dashboards, analyze test results, and implement code changes in their campaigns. Here is how the process worked:

For any API to work, 2 applications are required. With one being VWO, developers at De Nieuwe Zaak wrote a small NodeJS application that now runs on their computers with the help of extensive documentation provided by VWO.

The NodeJS application communicates with VWO by using an automated task runner called GruntJS and an asynchronous request initiated by the browser, also known as an Ajax call.

With the first version of the VWO API, front-end developers at De Nieuwe Zaak were able to retrieve the JavaScript and CSS code pieces from their version management system, and then push the changes to VWO. Further, they could accommodate using SCSS instead of CSS, which is easier to manage and write code in. Below is a schematic representation of the process:

Summary of Benefits

De Nieuwe Zaak is one of the first VWO customers worldwide that started using the VWO API. In addition to improving their efficiency and reducing the overall time spent from scratch till the end for implementing a test, the development team at De Nieuwe Zaak has been able to:

  • Improve code quality by using SCSS, instead of plain CSS.
  • Write code in an environment familiar to them.
  • Ensure safety of their code by using version management.
  • Create and extend the API link to further accommodate their use cases.
  • Follow their existing processes and frameworks to develop websites.
The VWO API is very extensive and is very well documented. At De Nieuwe Zaak, we use the API for visualizing reports in dashboards and implementing test. Particularly, the process of implementing tests with the API made the implementation more sustainable.
– Pascal Alferink, Developer at De Nieuwe Zaak

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Results From Our Latest A/B Test: Here’s The New VWO Logo!

Over the past 8 years, we’ve made some key (and some minor) changes to the look and feel of our brand. Around this time last year, we revamped our website for the launch of VWO Conversion Optimization Platform™. As an organization that thrives on a culture of experimentation, we are always looking into data to […]

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Over the past 8 years, we’ve made some key (and some minor) changes to the look and feel of our brand. Around this time last year, we revamped our website for the launch of VWO Conversion Optimization Platform™.

As an organization that thrives on a culture of experimentation, we are always looking into data to discover insights for optimization. By turning our opinions into hypotheses, we test changes for almost everything which could have a significant impact on the business, and then derive the next logical step. Based on this simple framework, we recently made a minor change to the VWO logo. Before we delve further into the hypothesis behind this change, look at the logo in its full glory:

The Hypothesis: Making The Letters V, W, and O Prominent Will Improve Readability

In the beginning, our product was called Visual Website Optimizer. However, over the years, people (including us) fondly started abbreviating it to VWO. This is what the VWO logo looked like during this gradual change:

More recently, we dropped the accompanying text “Visual Website Optimizer” completely, and also started referring to our product as just “VWO.”

With this change, we realized that it would be hard for someone unfamiliar with our brand to read or understand our logo. We hypothesized that if the letters “V,” “W,” and “O” were made distinguishable, the brand name VWO would stand out more clearly.

The Test: Conducting an A/B/C Test to Choose a Winner

After the hypothesis was finalized, our design team created a new variation of the logo, per the new specification. Next, we decided to test the hypothesis by conducting extensive user testing through 5-second tests on UsabilityHub.

Five-second tests are a method of usability testing, where the participants are shown a visual for only 5 seconds, and then asked questions corresponding to it.

For our tests, we selected a sample of participants from across the globe, with varying demographics, location, and other attributes. They were showed the 3 variations of the logo—the existing one, the proposed one, and the one with VWO written as well-spaced plain text. Next, we asked the participants the question “What do you read?” to which they had to type in a response.

For the proposed logo, we got 90% of them answering “VWO”, as opposed to only 66% for the existing one. For the variation with VWO written as well-spaced text, the response was around 96%.

The Result: Reinforced Belief in the Potential of Testing

As an obvious next step, we decided to make this minor update to our logo which can now be seen to be live across all our digital properties. We’re proud of the fact that the basic tenets of experimentation continue to give direction to our efforts.

If it wasn’t for validating our initial, seemingly insignificant hypothesis, VWO wouldn’t have got a brand new identity. We strive to uphold this culture in our organization for the years to come.

What do you think of our new logo? Feel free to share your thoughts in the comments below.

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6 Easy Ways To Learn A/B Testing (Number 6 Is Our Favorite)

Have you always wanted to introduce A/B testing into your marketing skill set but are unsure of where to begin? Do you think A/B testing is for more technical marketers? If so, you might be worried about nothing. A/B testing, also known as split-testing, is a common feature of almost every marketing tool these days. […]

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Have you always wanted to introduce A/B testing into your marketing skill set but are unsure of where to begin?

Do you think A/B testing is for more technical marketers?

If so, you might be worried about nothing. A/B testing, also known as split-testing, is a common feature of almost every marketing tool these days.

Thankfully, many software products with built-in A/B testing functionality have made implementing A/B tests so easy that laypeople can learn to improve their marketing skills by using A/B tests.

To help you get up and running with your first A/B test campaign, here are 6 tools with built-in A/B testing features that are easy to implement for the average nontechnical person.

Let’s take a quick look at what A/B testing is.

What Is A/B Testing?

In this guide to A/B testing from VWO, it is defined as “comparing two versions of a webpage to see which one performs better.”

The reason why you would want to run an A/B test on your website is to improve conversions. For example, you can A/B test the product photos on your e-commerce website to see if models with beards increase conversions compared to models without beards.

As you can see, with A/B testing, you can follow a process to slowly increase the number of website visitors that convert into customers. If done properly, you can be confident that you’ll always get the same results.

So now that you understand what A/B testing is and the potential benefits of doing A/B tests in your marketing, let’s look at 6 tools that make it easy to run your first A/B test.

  1. Google AdWords

Google AdWords may have been the first tool with built-in A/B testing, so it’s likely where most marketers launched their first A/B testing campaign.

As Google gets paid each time someone clicks one of its ads, it’s in Google’s best interests to help improve the quality of its ads. And to help you figure out which ads are the best, you can A/B test your ads by rotating them evenly to see which has a higher click-through rate (CTR).

To get started on A/B testing in AdWords, go to your campaign settings, click to expand the Ad rotation settings, and then select Do not optimize: Rotate ads indefinitely.

If you want Google to pick the winning ad, select the Optimize: Prefer best performing ads radio button. It’s a good idea to have Google rotate the ads indefinitely and then you can manually pick a winner. This would help you make observations about why some ads perform better than others.

top A/B testing tools

Next, make sure that you have at least 2 ads in each ad group, and then start collecting data.

top A/B testing tools

Unfortunately, AdWords won’t tell you if your data is statistically significant, so you’ll need to enter the impressions and clicks each ad received into a tool like VWO’s A/B split test significance calculator to figure out which ad won.

2. Sumo

If you’re not yet collecting email addresses on your website, you should be.

Adding a pop-up to your website is a great way to grow your email list. One of the easiest ways to install a pop-up is with Sumo.com’s suite of free tools.

Its “List Builder” tool makes it easy to strategically add pop-ups to your website to collect email addresses. But what if your pop-ups aren’t converting well?

Fortunately, you can easily A/B test your pop-ups.

To gradually increase the number of email addresses, you can create variations with different text, colors, or calls to action.

Within Sumo, under List Builder,  click the Tests tab, and then create a new form:

top A/B testing tools

top A/B testing tools

Select the form of which you need to create a variation:

After creating the variation, Sumo rotates both versions of the pop-up and collects conversion data, which will be displayed in your dashboard:

top A/B testing tools

Give your A/B test enough time to collect statistically significant data. After getting a clear winner, you can delete the losing pop-up and create a new pop-up to compete against the winner.

3. Drip

Drip.com is marketing automation software that helps you send personalized emails at exactly the right time.

For example, if you want to send an abandoned cart email 30 minutes after your website visitor added a product to the cart but didn’t complete the purchase, you can create an Abandoned Cart campaign within Drip to send the email automatically.

But what happens if your recipient doesn’t open the email? That’s another missed opportunity.

So, to recover such customers, you want to make sure your abandoned cart email stands out in their inbox and gets opened. Fortunately, you can increase the likelihood of that with Drip’s built-in split test feature.

Within Drip, you have the ability to easily split test the subject line, “From” name, and/or delivery time of the emails in your campaign.

In the example below, you can see how easy it is to set up an A/B test of a subject line:

top A/B testing tools

Next, enter an alternate subject line, and then Drip automatically rotates the subject lines in your abandoned cart email campaign:

top A/B testing tools

Drip also tracks how many times the emails associated with each subject line were opened. After gathering a statistically significant amount of data, you can see in your dashboard the confidence level at which you would get the same results if you let the A/B test running.

top A/B testing tools

After you’ve reached a 95% confidence level or higher, you can stop the losing variation and continue with the winning variation, or create a new A/B test to try and beat the winner.

4. Intercom

Next, we’ll look at the ways you can A/B test chat messages. Fortunately, Intercom makes it easy for you to do this.

Chat messages are a great way to engage your website visitors to increase your conversion rate or just get their email address so that you can market to them in the future.

You can think of a chat message the same way as greeting people when they walk into your brick-and-mortar store. It’s their first impression of you and your brand, so the quality of your greeting can be the difference whether they make a purchase or not.

With most chat tools, you can send “proactive messages” to engage your website visitors. Examples of proactive messages are:

  • “Hello, I’m here to answer any questions you may have.”
  • “Can I help you find a product?”
  • “Do you have any questions about shipping?”

If your proactive message isn’t warm or engaging enough, the visitor may not reply and you may lose a chance to convert them into a customer.

With Intercom, you can A/B test your proactive messages to see which ones have a high open rate. Just create your greeting:

top A/B testing toolsThen use the built-in A/B test feature to create a different greeting for your proactive message:

top A/B testing toolsIntercom will then show each greeting 50% of the time and display the results of the A/B test in your message dashboard so that you can see which greeting has the best open rate:

top A/B testing tools

5. Title Experiments

Did you know that 80% of people who read a headline copy won’t read the rest of the blog post? This is why it’s so important to write great blog post titles.

But how do you know what’s considered a good title? Well, you can split-test your blog post titles to find out.

With a WordPress plug-in called Title Experiments, it’s easy to create 2 versions of titles for each of your blog posts.

Every time you publish a new blog post, just click Add New Title, and then you can write a second variation of your blog post title:

top A/B testing tools

Title Experiments automatically A/B tests both variations, and then you can see how well each one is performing until you eventually pick a winner:

top A/B testing tools

6. VWO

So far, I’ve shown you how to run A/B tests within third-party tools, but what about doing actual A/B tests on your website itself?

Increasing conversions by changing your website’s copy, colors, and layout are where the fun begins when it comes to A/B testing.

With VWO, you can create a hypothesis about how to improve website conversions, and then easily create a variant of your webpage by using its WYSIWYG editor to test against your current page (also known as the control.)

The great thing about A/B testing with VWO is that you don’t have to be technical so that you can do it yourself without the need to hire a developer.

Get started by clicking the Create on the A/B Tests page:

top A/B testing tools

Edit the page you want to A/B test by using its WYSIWYG editor to create a variation to test against the control page:

top A/B testing toolsFrom your VWO dashboard, you can view the results of the A/B test. You can see which variation resulted in more conversions and whether the data is statistically significant so that you can be confident of the results.

top A/B testing tools

Just like the other tools mentioned above, VWO tells you when you’ve collected enough data to make a statistically significant decision about the results.

Conclusion

A/B testing isn’t as hard as it seems. It’s pretty easy to give A/B testing a try, thanks to the built-in features found in marketing software these days.

So if you’re ready to take the leap and want to run your first split test campaign, give one of the above-mentioned tools a try. I think you’ll find that it’s easier than you expected!

Over to You

Have you ran A/B tests by using the tools I just shared? Are there other tools with built-in A/B testing features that you think we can talk about?

It would be awesome to hear from you in the comments!

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