Our VP of Web Strategy, David Vogelpohl recently presented at WordCamp Toronto. Check out his full presentation on Online Marketing for WordPress here!
12. Lesson 2: Use failure to find success
Launching statistically significant A/B tests
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13. Testing delivers more value to you *and* your clients
Typical professional services project
60-80% chance of making your
customers’ businesses worse
14. Testing delivers more value to you *and* your clients
100% chance of increased sales
16. A/B platforms are like a staging area for WordPress
Original Product
Page (A)
Challenger
Product Page (B)$$ $ Challenger
Product Page (C) $$$
17. Deploy winners to production within WordPress
Challenger
Product Page (B)$$$ $ Challenger
Product Page (C) $$$
Challenger
Product Page
(New A)
Original
Product Page
(Old A)
24. Lesson 4: Some goals are failures
The art of un-conversion rate optimization
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25. What is the purpose of this page?
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UX = 100
uCRO = 0
26. What is un-conversion rate optimization?
The practice of optimizing your site to
encourage visitors to not take actions
which decrease profitability
27. Alibaba gets some things right on their cancel page
What you lose
Why you’re leaving
28. Alibaba misses some opportunities
Make bigger and
more intimidating
Randomize reasons
Provide counter
arguments
Give downgrade
options