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Testing Techniques

An Essential Primer on Full and Fractional Factorial Test Design

What are full and fractional factorial test designs? How do they relate to optimization and what about interactions?
Once you get down and dirty with testing, these questions matter. Whether selecting an optimization platform or trying to thoroughly understand the tests you are building, grasping these concepts will put you in greater control and allow you [...]

How to do efficient optimization

A beginner’s mistake is to test every idea with every test. This is the most obvious way of being efficient. If I can test 50 things in a week, why not?
In my experience, efficiency has more to do with careful test design and doing things right the first time, than trying to test [...]

3 difficult optimization results and what you can learn from them (3 of 3)

Note: This is the third post of a 3 part series, each focusing on one type of test result that is tough to deal with. Read the other 2 articles on highly mixed data and the original page beating the new variations.

Ready for the toughest of all test results? I brought in Widemile’s Chief [...]

3 difficult optimization results and what you can learn from them (2 of 3)

Note: This is the second post of a 3 part series, each focusing on one type of test result that is tough to deal with. Read the first article on highly mixed data.
As an optimization analyst, this is probably the hardest result to bring to a client. Oddly enough, it actually is favorable [...]

Find success in every test: Looking beyond conversion rates

Every test teaches something. Almost every campaign test has the goal of raising conversion rates, but really the power of testing is in answering questions. It is just a happy coincidence that it raises your conversions at the same time.
Here are a few of the questions that can be answered with testing:

Is giving [...]

3 ways to maximize PPC and Landing Page Optimization

Quality PPC and LPO campaigns are key to great conversion rates. If either of them are optimized, you might get good results, but with both of them optimized, your gains are exponential. There are a few pitfalls in optimizing them both though, even with good intentions you may end up confusing your results [...]

Doubling conversion rates: MarketingSherpa case study

MarketingSherpa is giving us a lot of love recently with The Weather Channel case study and now one on Smartsheet. If you were too shy to sign up for our case study on the Widemile website, then please check out the one at MarketingSherpa.
I especially like the last 4 points in the story:

#1. Don’t [...]

Test nothing and get results

Now this is a blog about testing right? So why test nothing? Because nothing is powerful.
I don’t mean don’t test at all, I mean test having less on your page. Those awesome sub headlines your copywriter created? Or those testimonials? Your audience might not care or even look at them.
Best practices [...]

How multivariate testing can change your whole business

My boss, Frans Keylard, taught me one lesson that exponentially increased my respect for the power of multivariate testing.
While on the outside multivariate testing is about finding the best version of a page, once you know how to test, it can do a whole lot more than that. The information you glean from multivariate [...]