“Getting a negative test result is the worst thing that can happen when you perform an A/B test – right?”
While many marketers probably would subscribe to the logic behind this statement, experience from almost 400 split tests tells me otherwise. A negative test result will often give you as much insight and learning as a test that generated a major lift.
Sounds weird? Read the rest of the post, look at some real world examples and find out what the deal is.
How changing one word in the call-to-action reduced conversions on a payment page by 26.55%
Here’s an example from a series of tests I conducted on a payment page for one of my clients. This page is the last step in the conversion funnel and every click means money in the bank.