Monday, July 25, 2016

A/B testing and the presidential campaign




 A/B testing and the presidential campaign

Why what works so well for an online form won't work when it

comes to choosing a president?



A/B testing is a great thing.  It lets you compare alternatives and make better decisions.  In this short post we want to demonstrate the benefits of a/b testing by comparing testing for online forms with using a/b testing for choosing the best candidate in a political campaign.   As you can imagine, it won’t be so simple for the latter.


A/B testing background
A/B testing is a simple way to compare two things in order to find out which one of them works better.  In most scenarios, once you figure out which one is your “winner” you stick with it, and get rid of the other.  The treatment for the winner as well as the loser is probably where the similarity between running an a/b test for an online page and a presidential candidate starts and unfortunately ends.


Making only one change
When running an a/b test for an online form, it's important to make one change at a time.  Do not change both your key message and your background image,  otherwise you will not know which change made the difference.  If you are using a tool that supports multi variant testing (a/b/c/d test)  you can test more versions in one run.  But still you need to make sure that you understand what variants you are testing. e.g. if you want to test two variants such as message and background, four versions will cover all the options you need to test.    In a presidential campaign it's very different.   Imagine running a test for “version” Trump vs. “version” Clinton…  However, even if you could run such a test, you would be testing two completely different versions. You won’t have the luxury of controlling internal variants such as candidate’s recklessness, smartness, loudness, maturity, record, experience, etc.   


Concurrency, running the test simultaneously
One of the important elements in an a/b test is that you should try to minimize and control all aspects of the test. I.e.    You don’t want to test version A for one month and version B in the next month since there may be some other factors (like seasonality) which would impact the results.  So ideally, when testing an online form you want to serve one version of your form to one user, and another version of the form to the next user and so on.   Now think about presidency:  Can you imagine trying out Trump for one day, Clinton the next day, back to Trump and so on?  Obviously that would not work well.


How to measure success and conversion rates
Measuring success for online forms is easy:  their goal is to convert, so all you need is to count the number of visitors who submit version A out of all visitors to that form.  Do the same for version B, compare the rates and you have your winner.   Its also very easy to present the results of such a test in a graph or a dashboard.  Many times, a short glimpse is all you’ll need in order to see if you have a clear winner.    But what about candidates for presidency?  How do you measure success?  E.g. a president who acts to enforce gun controls would be considered ‘success’ for some and ‘failure’ for others.  Same for a president who passes a health care reform or who sends US troop overseas.   So even if you could run an a/b test among presidents, it would be much more difficult to decide on a winner.


To sum up,  while a/b testing is a great practice for testing landing pages and online forms it does not land itself to use for selecting your candidate for presidency.   More seriously, if you have a decision making situation in which you have several options or “versions”, check yourself :
  • Do you need only one winner and should get rid of other less effective options
  • Can you set a clear goal to help you compare and decide on a winner
  • Can you run a short-time test to compare the options while controlling all external influences

If you answered yes to the above questions, you should consider trying out a/b testing!

A/B testing and the presidential campaign



A/B testing and the presidential campaign

Why what works so well for an online form won't work when it

comes to choosing a president?



A/B testing is a great thing.  It lets you compare alternatives and make better decisions.  In this short post we want to demonstrate the benefits of a/b testing by comparing testing for online forms with using a/b testing for choosing the best candidate in a political campaign.   As you can imagine, it won’t be so simple for the latter.


A/B testing background
A/B testing is a simple way to compare two things in order to find out which one of them works better.  In most scenarios, once you figure out which one is your “winner” you stick with it, and get rid of the other.  The treatment for the winner as well as the loser is probably where the similarity between running an a/b test for an online page and a presidential candidate starts and unfortunately ends.


Making only one change
When running an a/b test for an online form, it's important to make one change at a time.  Do not change both your key message and your background image,  otherwise you will not know which change made the difference.  If you are using a tool that supports multi variant testing (a/b/c/d test)  you can test more versions in one run.  But still you need to make sure that you understand what variants you are testing. e.g. if you want to test two variants such as message and background, four versions will cover all the options you need to test.    In a presidential campaign it's very different.   Imagine running a test for “version” Trump vs. “version” Clinton…  However, even if you could run such a test, you would be testing two completely different versions. You won’t have the luxury of controlling internal variants such as candidate’s recklessness, smartness, loudness, maturity, record, experience, etc.   


Concurrency, running the test simultaneously
One of the important elements in an a/b test is that you should try to minimize and control all aspects of the test. I.e.    You don’t want to test version A for one month and version B in the next month since there may be some other factors (like seasonality) which would impact the results.  So ideally, when testing an online form you want to serve one version of your form to one user, and another version of the form to the next user and so on.   Now think about presidency:  Can you imagine trying out Trump for one day, Clinton the next day, back to Trump and so on?  Obviously that would not work well.


How to measure success and conversion rates
Measuring success for online forms is easy:  their goal is to convert, so all you need is to count the number of visitors who submit version A out of all visitors to that form.  Do the same for version B, compare the rates and you have your winner.   Its also very easy to present the results of such a test in a graph or a dashboard.  Many times, a short glimpse is all you’ll need in order to see if you have a clear winner.    But what about candidates for presidency?  How do you measure success?  E.g. a president who acts to enforce gun controls would be considered ‘success’ for some and ‘failure’ for others.  Same for a president who passes a health care reform or who sends US troop overseas.   So even if you could run an a/b test among presidents, it would be much more difficult to decide on a winner.


To sum up,  while a/b testing is a great practice for testing landing pages and online forms it does not land itself to use for selecting your candidate for presidency.   More seriously, if you have a decision making situation in which you have several options or “versions”, check yourself :
  • Do you need only one winner and should get rid of other less effective options
  • Can you set a clear goal to help you compare and decide on a winner
  • Can you run a short-time test to compare the options while controlling all external influences

If you answered yes to the above questions, you should consider trying out a/b testing!

A/B testing and the presidential campaign



A/B testing and the presidential campaign

Why what works so well for an online form won't work when it

comes to choosing a president?



A/B testing is a great thing.  It lets you compare alternatives and make better decisions.  In this short post we want to demonstrate the benefits of a/b testing by comparing testing for online forms with using a/b testing for choosing the best candidate in a political campaign.   As you can imagine, it won’t be so simple for the latter.


A/B testing background
A/B testing is a simple way to compare two things in order to find out which one of them works better.  In most scenarios, once you figure out which one is your “winner” you stick with it, and get rid of the other.  The treatment for the winner as well as the loser is probably where the similarity between running an a/b test for an online page and a presidential candidate starts and unfortunately ends.


Making only one change
When running an a/b test for an online form, it's important to make one change at a time.  Do not change both your key message and your background image,  otherwise you will not know which change made the difference.  If you are using a tool that supports multi variant testing (a/b/c/d test)  you can test more versions in one run.  But still you need to make sure that you understand what variants you are testing. e.g. if you want to test two variants such as message and background, four versions will cover all the options you need to test.    In a presidential campaign it's very different.   Imagine running a test for “version” Trump vs. “version” Clinton…  However, even if you could run such a test, you would be testing two completely different versions. You won’t have the luxury of controlling internal variants such as candidate’s recklessness, smartness, loudness, maturity, record, experience, etc.   


Concurrency, running the test simultaneously
One of the important elements in an a/b test is that you should try to minimize and control all aspects of the test. I.e.    You don’t want to test version A for one month and version B in the next month since there may be some other factors (like seasonality) which would impact the results.  So ideally, when testing an online form you want to serve one version of your form to one user, and another version of the form to the next user and so on.   Now think about presidency:  Can you imagine trying out Trump for one day, Clinton the next day, back to Trump and so on?  Obviously that would not work well.


How to measure success and conversion rates
Measuring success for online forms is easy:  their goal is to convert, so all you need is to count the number of visitors who submit version A out of all visitors to that form.  Do the same for version B, compare the rates and you have your winner.   Its also very easy to present the results of such a test in a graph or a dashboard.  Many times, a short glimpse is all you’ll need in order to see if you have a clear winner.    But what about candidates for presidency?  How do you measure success?  E.g. a president who acts to enforce gun controls would be considered ‘success’ for some and ‘failure’ for others.  Same for a president who passes a health care reform or who sends US troop overseas.   So even if you could run an a/b test among presidents, it would be much more difficult to decide on a winner.


To sum up,  while a/b testing is a great practice for testing landing pages and online forms it does not land itself to use for selecting your candidate for presidency.   More seriously, if you have a decision making situation in which you have several options or “versions”, check yourself :
  • Do you need only one winner and should get rid of other less effective options
  • Can you set a clear goal to help you compare and decide on a winner
  • Can you run a short-time test to compare the options while controlling all external influences

If you answered yes to the above questions, you should consider trying out a/b testing!

Saturday, July 23, 2016

Optimize your landing page and pay less for PPC adwords

pay less for PPC

Many marketers are seeking web traffic by using a mix of search engine optimization (SEO) techniques, content marketing and paid campaigns. Businesses have grown to learn the importance of using experts to help them with SEO, PPC and social media advertising. Most marketers also understand the importance of using landing pages and instead of driving traffic to a general purpose website, use a campaign-specific landing page. Unfortunately, many marketers still neglect to acknowledge the role which the quality of their landing page plays in their overall campaign.
Read more about how to pay less for your PPC adwords campaigns with an optimized landing page

Sunday, July 17, 2016

Build a landing page with an online form builder


Why is a landing page different from any other page on your web site? It differs because it has a very specific purpose: it's your first point of interaction with visitors. Its design will determine if visitors stay “on ground” or bounce away within seconds from landing. Landing pages are so important, that you’ll find platforms dedicated only for their creation. In this post we’ll address the needs from such a platform and how (if at all) it differs from general purpose online form builders.
Read more on how to create a landing page with formtitan form builder

Tuesday, July 12, 2016

Conversion rate optimization turns Online forms visitors to leads


Do you know your goals?

From an online form perspective the answer is simple: to get the best conversion rate you can.
Conversion rate is simply the ratio between those visitors who submit a form to everyone who was exposed to it. So ideally you want every visitor to fill your form and submit it, translating into a 100% conversion rate. Unfortunately in most cases conversion rate would be a single digit number or low two digits. Most people just abandon the form within seconds after being exposed to it. This post is about the visitors who abandon, and what can you do to change their minds.
Read more about Online forms optimization

Saturday, July 9, 2016

Manage your data more efficiently - push to Google Documents

Every form submission is emailed to you, However you may also want to record it in a file.
With our Google Document integration, you can automatically push all your submission data into a single google doc. The file is updated in real time and can serve you for sharing and collaboration. We recommend you set it using a dedicated google account which is solely associated with your form. If you choose so, you will still get an email for each new submission, but it will also be automatically inserted into the google doc you set. Learn more on how to Manage your data using our Google Documents

Wednesday, July 6, 2016

Top 20 DIY expert secrets to optimize online forms

optimization top 20 secrets

Did you ever get help from a conversion rate expert? Look it up in google, there are quite a few of them and for a good reason: Improving conversion rates is one of the most important tasks for anyone with web presence. In this short post we will share with you some of their secrets and show you how you can improve online form conversions on your own.
Read all 20 conversion rate optimization expert secrets that you can do yourself

Tuesday, July 5, 2016

online forms' integration with Google Sheets

Google Sheets integration
With this integration you can easily send data directly from your form submissions into a spreadsheet of your choice within your google account. Collect data from your form and use it in real time as you use your other google Sheets. Like with any other google document or sheet you can also share it and collaborate in real time. You can set it this integration using a dedicated google account which is solely dedicated to data associated with your form. You will still get an email from us for each new submission (unless you opt not) , but the data will also be automatically inserted into your google sheets.
Learn more about Enabling online forms with Google Sheets integration



Integrate your online form with Google Contacts


If you use a form to capture valuable contact information You may want to push the contact information directly into your google contacts. Create new contacts directly from your form and use them as you use your other google contacts. You can set it using a dedicated google account which is solely dedicated to contacts associated with your form. You will still get an email for each new submission, but it will also be automatically inserted into your google contacts.
Read more about how to Enable online forms with Google Contacts integration