Lars lofgren
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Transcript of Lars lofgren
Tripling Your Conversion Rates With A/B TestingLars Lofgren
@larslofgren
2X and 3X in 9-12 months
KISSmetrics homepage conversion to signups.
Nov 2013 = 2.85% Aug 2014 = 8.71%
I Will Teach double confirmation page
July 2015 = 63% June 2016 = 82%
I Will Teach popup monthly lead counts
Aug 2015 = 1800 Aug 2016 = 7100
Win rates at KISSmetrics after 65 A/B testsN
umbe
r of T
ests
0
10
20
30
40
Confirmed Winner Marginal Confirmed Loser
52%20%28%
Win rates at I Will Teach after 96 A/B testsN
umbe
r of T
ests
0
15
30
45
60
Confirmed Winner Marginal Confirmed Loser
60%
23%17%
If most of our tests fail…we can’t depend on any
single test.
You’re in a quantity game. More tests = more wins.
We don’t use A/B tests to pick winners. We use them to avoid losers as we stack
confirmed winners.
Cycle through as many tests as possible while only
launching confirmed winners.
8 Rules of A/B Testing
1. Above all else, the control stands.
2. Get 2000+ people through the test within 30 days.
3. Wait at least 1 week before checking data.
4. Only launch variants at 99% statistical significance.
Fast forward a week…
5. If the test drops below 10%, ditch it.
6. If no new winner after a month, ditch variant.
7. Get the next test ready while you wait.
8. If you have another goal, say so before starting
Cycle through as many tests as possible while only
launching confirmed winners.
Q&ALars Lofgren
bit.ly/triple-conversions