9 - The ABCs of AB Testing - a podcast by Fuel Travel. The hotel industrys best podcast for practical marketing advice. The Fueligans are as entertaining as they are informative. A must listen for any hotelier!
from 2016-06-10T17:26:25
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.
Download the FREE guide to The A/B/Cs of Testing:
How Smart Hotels Test and Grow at www.fueltravel.com/abc
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Show Notes:
In the news:
New Trump hotel not to carry the Trump name - https://skift.com/2016/06/07/trump-hotels-will-avoid-the-trump-name-with-new-lifestyle-brand/
Arizona Legalizes AirBNB Investment Properties - http://www.hotel-online.com/press_releases/release/arizona-legalizes-airbnb-investment-properties
AirBNB Local Guide Program - http://techcrunch.com/2016/06/03/airbnb-begins-testing-city-hosts-program-to-give-guests-guided-one-of-a-kind-experiences/
Popular Testing Ideas:
Offer
Layout
Navigation
Urgency
Email Capture
Fundamentals:
Yoda - You must unlearn what you have learned
Check out https://www.whichtestwon.com/
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?
VWO - https://vwo.com/
Optimizely - https://www.optimizely.com/
Unbounce - http://unbounce.com/
Follow us on Twitter:
@fueltravel
@stuartbutler
@marketingmeisha
@pdimaio
@makavanagh
Learn more at www.fueltravel.com
Further episodes of Hotel Marketing Podcast
Further podcasts by Fuel Travel. The hotel industry's best podcast for practical marketing advice. The Fueligans are as entertaining as they are informative. A must listen for any hotelier!