Prusak.com

Serving up my thoughts since 2004

Month: December 2009

The #1 Split Testing Mistake

I was reading a simple case study today.
They were testing two different versions of a banner that was advertising a webinar.
One of the banners had an image of the presenter, while the other did not.
The banner without the image of the presenter won (by over 50%).

One of the comments was something along the lines of:
I guess this audience prefers banners without an image of a person.

*sigh*

If you don’t immediately realize the mistake the commenter made, don’t feel bad. It’s a very common mistake.

Beyond the fact that a specific banner (which did have have an image of the presenter) won over a different specific banner (which did not have an image of the presenter) you really can’t be sure of anything.

The loosing banner might have won with:

  • An image of a different person
  • A different image of the same person
  • The same image of the same person in a different position or size on the banner.
  • The same image of the same person in the same position and size but with different elements on the banner changed.

The point is:

Don’t jump to generalized conclusions based on the outcome of a specific experiment.

-Ophir

Good Post on Call to Action Buttons

I just found this post from a couple of months ago that has a plethora of great examples of call to action buttons.

Changing the call to action button is one of easiest ways to improve your conversion rate.

Check it out:

http://www.smashingmagazine.com/2009/10/13/call-to-action-buttons-examples-and-best-practices/

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