Watching Mice

a blog about website optimization

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Beginner’s Guide to A/B Testing

A/B Testing is employed to determine the best website layout, messaging, or both to be deployed with the sole purpose of improving conversion rates. The testing could be applied to search ads, website copy, sales emails and more. Here, we’re going to focus on A/B testing as it relates to websites.

First a word on terminology. When we say A/B testing, we mean split testing, or multivariate testing, almost interchangeably, but in reality most of the tests we perform are A/B variety. You can and should change lots of elements, but it is best to change those in one direction. More on that in a future post.

If planned and executed well, A/B Testing can instrumental in website optimization. If done poorly, it can be detrimental at best and downright harmful at worst.

Planning for your A/B test

The first step of implementing A/B tests is to determine what exactly you want to test and...

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Use conversion funnels to ID on-page opportunities

Everyone knows what a conversion is, right? Just checking.

A conversion funnel is simply a series of steps that you want a user to complete.

One of the most common ways people use funnels is to visualize a signup process or multi-step form that users have to fill out, and see where people are dropping off in a process.

I love that use of conversion funnels and use it every day. But there is also another way to use a funnel that I’d like to talk about a little today. Let’s look at a very simple example of a generic test funnel to start. Just to get an idea.


Now this is from Concurra’s goal tracking, but honestly, this advice will work with any analytics platform.

Define the steps of your funnel as your desired user path.

I want users to go from my homepage to my product page, then I want them to visit the pricing page, before finally going to the order form. That’s a process and...

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What is Concurra?

Good question!

First let me introduce myself. My name is Dan Ushman and I am the founder of Concurra, and I’m super excited to show you what we’ve built over the last 2.5 years. When we wrote our first line of code in March of 2014, we had big dreams, but had no idea if we could pull this off. Concurra is a truly amazing, one-of-a-kind website optimization platform.

It’s like a DVR for your website visitors on-page behavior.

It sits in the background and monitors everything that everyone does on your website.

I mean that literally.

Big data web design?

Concurra watches everything so that it can analyze it. Here’s how the website usage data is put to use:

  • Visualize aggregate interactions. Concurra allows you to see where your visitors are clicking by cohort. You can segment by any vector you want and it will redraw the interaction maps. There are four types of interaction...

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