Fuel Hotel Marketing Podcast: Episode 9 – The ABCs of A/B Testing
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We get testy with each other this week, as we talk about how to effectively run tests on your website in order to increase conversion and revenue. The episode also features a super-secret special guest from a galaxy far, far away.
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Download the FREE guide to The A/B/Cs of Testing: How Smart Hotels Test and Grow
In this episode:
News:
- New Trump hotel not to carry the Trump name
- Arizona Legalizes AirBNB Investment Properties
- AirBNB Local Guide Program
What should you be testing?
- Offer
- Layout
- Navigation
- Urgency
- Email Capture
Tips for A/B testing your website:
- You must unlearn what you have learned – If you want to feel really dumb, check out: Which Test Won
- Experimentation – no idea is a bad idea
- KPIs – Understand exactly what metrics will be measured
- High Volume Pages – test pages that get a lot of traffic before pages that get little traffic
- Iterative Testing – change one element at a time on a page, and then build upon the results
- Multivariate Testing – Common misunderstanding of what MVT is and isn’t. Keep number of variations to a minimum, as the more variations, the more traffic needed to get statistically significant results. Explain differences in testing software in how MVT is served. Device Type – Segment results based on device type and/or run different versions of test for different types
- Failure – a test that results in a negative result is not a failed test
- Questionable Outcome – indicates variations were not different enough, or that element doesn’t have an impact on conversion
- Patience – wait for the full test results
What testing software is right for you?
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@_travelboom
@stuartbutler
@marketingmeisha
@pdimaio
@makavanagh
Submit your questions and topic ideas on Twitter to @_travelboom. Download our leisure travel study at www.fueltravel.com/study/.