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:


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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