The A/B Testing Guide to Surviving on a Deserted Island

The secluded and isolated deserted island setting has been used as the stage for many hypothetical explanations in economics and philosophy with the scarcity of things that can be developed as resources being a central feature. Scarcity and the need to…

The secluded and isolated deserted island setting has been used as the stage for many hypothetical explanations in economics and philosophy with the scarcity of things that can be developed as resources being a central feature. Scarcity and the need to keep risk low while aiming to improve one’s situation is what make it a […] Read More...

Inherent costs of A/B testing: limited risk results in limited gains

I’ve already done a detailed breakdown of costs & benefits in A/B testing as well as the risks and rewards and how A/B testing is essentially a risk management solution. In this short installment I’d like to focus on the trade-off betwe…

I’ve already done a detailed breakdown of costs & benefits in A/B testing as well as the risks and rewards and how A/B testing is essentially a risk management solution. In this short installment I’d like to focus on the trade-off between limiting the downside and restricting the upside which is present in all risk management […] Read More...

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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Representative samples and generalizability of A/B testing results

I see a nice trend in recent discussions on A/B testing: more and more people realize the need for proper statistical design and analysis which is a topic I hold dear as I’ve written dozens of articles and a few white-papers on. However, there ar…

I see a nice trend in recent discussions on A/B testing: more and more people realize the need for proper statistical design and analysis which is a topic I hold dear as I’ve written dozens of articles and a few white-papers on. However, there are cases in which statistical validity is discussed without consideration for […] Read More...

Designing successful A/B tests in Email Marketing

The process of A/B testing (a.k.a. online controlled experiments) is well-established in conversion rate optimization for all kinds of online properties and is widely used by e-commerce websites. On this blog I have already written in depth about the s…

The process of A/B testing (a.k.a. online controlled experiments) is well-established in conversion rate optimization for all kinds of online properties and is widely used by e-commerce websites. On this blog I have already written in depth about the statistics involved as well as the ROI calculations in terms of balancing risk and reward for […] Read More...

46 Conversion Rate Optimization Hacks

Conversion is the ultimate goal of a business’s online efforts. If your website has a glorious design and drives huge traffic but you’re still not getting enough leads, you need to get serious about conversion rate optimization and these 46 conversion …

Conversion is the ultimate goal of a business’s online efforts. If your website has a glorious design and drives huge traffic but you’re still not getting enough leads, you need to get serious about conversion rate optimization and these 46 conversion rate optimization hacks will help you get there. Conversion rate optimization is a systematic process...

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It’s The Little Things That Count With CRO

Big, bold, radical, redesign tests always move the needle the most. That is if you know your market, really really well.  But through the years, I’ve found that it’s the little things that count with CRO.  Even today I’m excited every time …

Big, bold, radical, redesign tests always move the needle the most. That is if you know your market, really really well.  But through the years, I’ve found that it’s the little things that count with CRO.  Even today I’m excited every time I find an interesting case study that highlights something that you wouldn’t have likely...

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Make Testimonials More Persuasive

Don’t kid yourself into thinking that your viewers believe your testimonials are real and genuine. Any website that hosts its own testimonials has the opportunity to molest and curate its own testimonials and every viewer knows it. There are thre…

Don’t kid yourself into thinking that your viewers believe your testimonials are real and genuine. Any website that hosts its own testimonials has the opportunity to molest and curate its own testimonials and every viewer knows it. There are three rules to make testimonials more persuasive that you can start using today. If everybody knows...

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How We Lowered Cost Per Acquisition from $47 to $9 in a Google Shopping Campaign (Using Audience Lists and Retargeting)

We lowered cost per acquisition from $46 to $7 using a Google Shopping Campaign for one of our clients. We also increased ROAS from 395% to 1019%. Here’s exactly how we did it.

People searching for custom Air Force badges or airplane models tend to have something very specific in mind. But just because they search for it doesn’t mean they’re ready to buy.

For example, what does it mean if someone searches “Cessna Citation model” in Google? What does this translate to in terms of a Google Shopping Campaign?

Cost Per Acquisition Google Shopping: A photo of Aviator Gear's Cessna Citation 500 model airplane

Is the person ready to buy a model right then and there? Or is the person just researching? Trying to see what’s available?

From our work with Aviator Gear and other clients, we’ve found it’s often people in the research phase of their buying journey. For that reason, those first clicks after a search don’t always represent a high buying intent.

This “research phase” audience are usually first-time visitors and usually have a high CPA and low ROAS.

In contrast, return visitors tend to convert at a higher rate.

(Note: Want help getting better results from your PPC campaigns? We can help. Contact us here.)

How to Increase ROAS with Audience Lists

Knowing that return visitors convert at higher rates than first-time visitors, we’ve developed a strategy to take advantage of this segment.

By using these strategies, we lowered the cost per acquisition for aviatorgear.com from $46 to $7. We also increased their ROAS from 395% to 1019%.

Here’s are the exact steps we took:

1. We Bid Higher on Past Site Visitors and Newsletter Subscribers

First, we keep our product-level bids low and bid more aggressively on our remarketing lists. For Aviator Gear, that includes:

  1. All site visitors: anyone who had previously visited the website
  2. All Aviator Gear email subscribers
  3. Anyone who viewed a specific category on their site

This strategy is intended to maintain visibility at a lower cost-per-click for a lower converting segment of our audience—while bidding anywhere from 1.5 to 3 times the amount on the audiences above.

By bidding lower on the average person clicking on a product, Aviator Gear isn’t paying as much for their initial interest or when they might be comparing competitor sites.

Instead, we set up their PLA campaign to bid higher on a user’s subsequent searches when they’re more likely to be ready to purchase.

2. We Built Category-Level Remarketing Lists to Target Users Based on the Products They Viewed

If a user had previously visited the site and looked at a specific category, such as aircraft models, we’d bid more aggressively to show that user a Shopping ad the next time they searched for a specific model plane on Google.

Cost Per Acquisition Google Shopping: A sample of what appears in a Google search for "Cessna Citation Model"

We are able to confidently increase bids for this segment as the user has already shown interest in those products, thereby making them a low funnel target.

Cost Per Acquisition Google Shopping: Sample of a sponsored post showing the badges that are sold by Aviation Gear

3. We Made Frequent Bid Adjustments to Accommodate the Constantly Changing Search Landscape

There is no set-it-and-forget-it strategy when it comes to PPC.

As we collect more data, it’s always important to adjust our strategy based on the results we’re generating for clients. There is an ongoing optimization element to this where we regularly adjust product level bids, as well as audience list bids as performance shifts so that we can maximize CPA and ROAS.

Looking for the Next Great Strategy

While this overall strategy is working great at the moment, we have to remember remarketing lists for search ad (RSLA) bidding strategies weren’t always around, which means we also have to keep our eyes open for the next “latest and greatest” PPC strategy to hit the market.

Spoiler: We believe it will be goal-optimized shopping campaigns… but we’ll talk about that later.

(Note: If you’re interested in developing a full PPC strategy for your eCommerce business, we can help. Contact us here.)

Instantly Establish Credibility Online

When selling anything online people almost always prefer to buy from people and companies that they trust.  In fact, many times people are willing to pay more to buy from websites they trust. It’s one of those key components that can boost your online …

When selling anything online people almost always prefer to buy from people and companies that they trust.  In fact, many times people are willing to pay more to buy from websites they trust. It’s one of those key components that can boost your online conversion rate in multiples if done right so you need to...

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