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2 | CIE Score for Variation | |||||||||||||||
3 | URL | Observation | Hypothesis | Element to be tested | Variation to be tested | Confidence | Importance | Ease | CIE Score | KPI | Baseline Weekly KPI | Weekly Visitors | Test Duration | KPI (on test conclusion) | Test Result | |
4 | vwo.com/ab-testing | The number of content downloads are lower than industry average. | CTA is not distinctive enough | CTA | Change CTA color from Green to Red | 9 | 10 | 9 | 9.3 | Content Downloads | 150 | 4500 | 3 weeks | 220 | Successful | |
5 | vwo.com/product | Bounce rate is higher than the average for the website. | Catching attention of visitors while exiting can be useful | Pop-up | Implement exit-intent popup | 7 | 10 | 8 | 8.3 | Conversion Rate | 1.50% | 5000 | 3 weeks | 1.70% | Successful | |
6 | vwo.com/plans | Headline does not contain the right keyword. | Headline is not convincing enough | Headline | New headline: Find a Plan That Best Suits Your Needs | 8 | 9 | 10 | 9 | Time Spent | 130 seconds | 6700 | 3 weeks | 130 seconds | Inconclusive | |
7 | vwo.com/case-studies | Headline does not contain the right keyword. | Headline is not convincing enough | Headline | New headline: Find a Case Study That Works for You | 8 | 9 | 10 | 9 | Time Spent | 320 seconds | 12500 | 4 weeks | 250 seconds | Failed | |
8 | vwo.com | Scrollmap shows visitors don't scroll till the testimonial section. | Testimonial can increase trust factor for improving conversion rates | Layout | New Layout: Move testimonial section just below the masthead banner | 7 | 7 | 9 | 7.6 | Conversion Rate | 3.10% | 9000 | 3 weeks | Test Underway | NA | |
9 | Clickarea in heatmap reveals that people don't interact with the CTA | CTA doesn't focus on taking action now | CTA | New CTA text: Watch Now | 9 | 10 | 9 | 9.3 | Video Views | 150 | 200 | 2 weeks | Test Underway | NA | ||
10 | vwo.com/request-demo | Conversion rates did not change after adding testimonials | Video testimonials can work better than image testimonials | Layout | New Layout: Add video testimonial above the fold | 8 | 9 | 6 | 7.6 | Demo requests | 450 | 20000 | 2 weeks | Test Yet to Begin | NA | |
11 | vwo.com/blog | Lower number of subscribers as compared to last quarter. | Emphasis of strong social proof can help improve perceived benefits | Headline | New headline: Join 50,000 other marketers who read VWO blog | 7 | 8 | 9 | 8 | Bounce Rate | 75% | 2000 | 2 weeks | Test Yet to Begin | NA | |
| A | B | C | D | E | F | G | H | I | J | K | L | M | N | O | ||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
1 | Week | |||||||||||||||
2 | URL | Element to be tested | Variation to be tested | Jan-Week 1 | Jan-Week 2 | Jan-Week 3 | Jan-Week 4 | Feb-Week 1 | Feb-Week 2 | Feb-Week 3 | Feb-Week 4 | Mar-Week 1 | Mar-Week 2 | Mar-Week 3 | Mar-Week 4 | |
3 | vwo.com/ab-testing | CTA | Change CTA color from Green to Red | Test Concluded | ||||||||||||
4 | vwo.com/product | Pop-up | Implement exit-intent popup | Test Concluded | ||||||||||||
5 | vwo.com/plans | Headline | New headline: Find a Plan That Best Suits Your Needs | Test Concluded | ||||||||||||
6 | vwo.com/case-studies | Headline | New headline: Find a Case Study That Works for You | Test Concluded | ||||||||||||
7 | vwo.com | Layout | New Layout: Move testimonial section just below the masthead banner | Test Underway | ||||||||||||
8 | vwo.com/resources/webinars/scaling-testing-program/ | CTA | New CTA text: Watch Now | Test Underway | ||||||||||||
9 | vwo.com/request-demo | Layout | New Layout: Add video testimonial above the fold | Test Yet to Begin | ||||||||||||
10 | vwo.com/blog | Headline | New headline: Join 50,000 other marketers who read VWO blog | Test Yet to Begin | ||||||||||||