Business development director at Promodo Paul Ryazanov giving an interview to Search Engine Journal

At the last Pubcon conference in Las Vegas Paul Ryazanov represented Promodo and gave his speech about A/B testing in the conversion optimization section. He also talked to Search Engine Journal about this useful for websites technique. Find out why A/B  testing is great for your business from interview below and check out his presentation here.

John Rampton (JR):

Hi, I’m John Rampton of Search Engine Journal here with Paul Ryazanov from Promodo, and today we are gonna be talking a lot about A/B testing. So, what are you testing?

Paul Ryazanov (PR):

Well, we are testing everything basically. We’re testing user interface, we’re testing how people perform on the site, we’re analyzing the heat mapping, we are analyzing the Google Analytics, the way and what kind of traffic you get.

JR:

Why do I need to do this? I am a business owner, why?

PR:

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Well, absolutely you have to do that because you want to optimize your spending. You want to minimize your marketing budget and get a lot more from that. So, conversions and A/B testing is a way for you to test if your user experience is good, what people think about that; and basically by comparing different results, different versions you pick up the winner, and then spend all of your budget with the best winner that you choose.

JR:

So what tool should I use? What’s an easy way? So I’m a business owner, very low budget, I want to AB test my site. What tools, really good tools, to use for this?

PR:

Ok, so the tools that I would recommend for very easy A/B testing is Optimizely, which is pretty much… you just embed the domain name, and Optimizely is doing this, you know, itself, so you just take the Javascript code, put in inside your website, and that’s it. You pick up the winner by the specific amount of traffic. If you have, you know, a very little traffic, you can still test that, but if you have more traffic…

JR:

Is there a certain amount of clicks that you recommend on both of them, let’s say this got a hundred clicks, this got a hundred clicks, but this got ten thousands impressions, this got five thousands impressions… I mean is there a certain amount that you allocate to each one to give it a good test?

PR:

Ok, so if you are testing like boss new interfaces, like boss landing pages, then we basically split out the traffic half and half to those pages, and then we, you know, dynamically pick up the winner. So, if this page performs better, then we go and send more and more traffic to this winner. It’s just to make sure that we get the results. If for some reason you already have the interface which is probably active, and people already actively use that, then I don’t recommend to switch over all of the traffic, so maybe you can test with a little bit percentage of the traffic, see how it performs, and then maybe just switch over the designs.

JR:

You know, am I testing buttons? What am I testing, you know, what should I be A/B testing on my site?

PR:

Well, the first thing I would suggest is header information, so make sure that the message is right…

JR:

So the messaging is above my fold in the header?

PR:

That’s the first rule. Another case is to show people what you guys do for them, so it’s not like a “Download” or a “Sign up now”, it could be a little more advanced like: “Sign up now to get expert vision about, say, medical treatment”, that kind of stuff. So people understand what exactly you do for them.

Another thing you got to test is the forms – how many fields you have there. I mean, if they are visible enough, I mean, all this trying to decrease and ask for as little information as possible. You can also test the buttons. So, the call-to-action button, the color, the size, and the message also.

JR:

Yep.

PR:

You can also test different images. Sometimes we have a case when we just by switching over one image with another increase the conversions, because it’s just, you know…

JR:

How often should I be testing? I mean, is this a constant thing I should be testing? What you would recommend?

PR:

Well, everybody says like “always be testing”. So, it depends on our eyes. So if you are a very little business, I guess… Because even testing that takes time.  And this is you spend on it.

JR:

Time in expertise to do it.

PR:

Yeah, that’s true. So if you are a well established brand, then I would recommend you to do like five or six tests a month at least. If you are just a new brand, maybe you can do this like once or twice, you know, just keep going with a winner for a while. And then, one you ready, when you’ve allocated more money then testing your one stuff. The only one tool that I also want to promote, as you mentioned two tools (the first one is Optimizely which is cool for A/B testing), but another thing which I really use myself for heat map analyzing, is Yandex Metrica, it’s https://metrika.yandex.com/. I know it’s not really well known here in the US, but this is a really cool thing. What is really important to know is that you can not only analyze the clicks and the heat maps and all that stuff, but you can record every single visit to your website. So, for example, if you don’t have much traffic, the heat mapping tool…

JR:

So it can give you more of a breakdown at every different aspect of your website.

PR:

Yeah, that’s right. And you can replay the visit, which is important. So, if you don’t have much traffic to your website…

JR:

So is it a kind of a heat map tool as well?

PR:

They have a heat map tool. But heat maps don’t really record the visits. So, imagine this: I go to your website, and everything I do on your site, they record and provide you as a video. So if you don’t have much traffic, the heat mapping would be a very unefficient really. So, I mean it would not be really useful. So if you don’t have much traffic, Yandex Metrica by replaying the visits you will understand the people behavior, and then you can make an assumption and test different things. So these are tools we use and… Well, of course, there’s Google Analytics where you can set up the goals etc., but typically those two tools I would really recommend.

JR:

All right, thank you very much!

PR:

Thank you!

JR:

Thank you guys!

PR:

Thank you.

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Business development director at Promodo Paul Ryazanov giving an interview to Search Engine Journal

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