Anthony Wallace’s Post

As easy as it may seem, building a new CRO department in an established agency is hard. One of my bigger hurdles currently is coming up with a way to A/B test with merchants that has what I call “mid-level” traffic. I define mid-level traffic to be 7k to 15k weekly sessions on top performing pages. These websites take a lot longer to reach statistical significance. This means that the merchant can get frustrated with the amount of time it takes just to see if they can make more money with the change we’re testing. In e-commerce, timing is everything. There are a lot of marketing initiatives, seasonality, different sources of traffic, and a slew of other moving parts that makes anyone managing it very anxious. They don't have time to wait 6 weeks for an inconclusive or lost test. But I've reached out to a few colleagues (thanks Ben Labay, Florent Buisson, Erin Weigel, Kelly Wortham and others from the great Test & Learn Community (TLC) 🙏🏿) and came up with a plan to combat this problem. The plan is essentially this… 1. Conduct as much research as possible to unpack ways we can convert more visitors into buyers. The more research the better. 2. Utilize call-to-action button clicks as the primary metric, instead of conversion rate, transactions, or revenue. You can get more data from these metrics, but the downside is that button clicks don't always lead to a conversion. 3. Lower the significance level to 80-85% instead of 95%. 80% is as low as I'm willing to go. 4. Run big-swing tests. No button color or headline tests here. Only full-page or above the fold tests can be conducted. 5. Conduct a series of individual, underpowered tests that result in larger confidence intervals (-5%; +15%). Bundle the tests that show promise into 1 mega test. Run the mega test long enough to reach significant results. This is a high-level version of the plan, as there's more to it than this, but I feel good about it. What I like most about it is that we can still tell a story for this merchant that surrounds A/B testing and incremental growth through experimentation. What do you guys think? Is the plan solid or am I crazy?

🏆 🏆 🏆 The one and only Linda Bustos has done it again folks! She is our first 3x World Champion! Take a look at the people she had to go through on her road to fame... Amanda Heady Haley Carpenter Slobodan Manić Joshua Vizzacco Jonny Longden Alun Lucas These people are seasoned vets yet Linda has been on cruise control with 3 victories under her belt. ► Did you miss this past episode??? Check it out via the link below in the comments 👇🏿 ► Do you want to be a contestant on the next episode of Can You Guess The Test??? Reach out to Deborah O'Malley or myself directly and we'll set that up.

The 3-peat is a hard record to attain. Only the best of the best have done it. Linda Bustos has the opportunity to 3-peat in our CRO game show “Can You Guess The Test?” hosted by yours truly and the great Deborah O'Malley BUT Amanda Heady and Haley Carpenter will have a chance to dethrone Linda. Will one of them do it? There's only☝️🏿way to find out! Join us today at 11 am ET as these 3 battle it out. The best part is as the audience you can chime in and be a part of the show too. Sign up via the link in the comments below.

This Thursday will be LEGENDARY! We have 3 female greats going head-to-head in a battle of CRO wits. This Thursday April 18th watch Haley Carpenter and Amanda Heady try to snatch the crown away from Linda Bustos 👑 Can You Guess The Test is now a game show where CRO and marketing folk battle it out to see if they can choose the correct variation of an A/B test. It’s THE most fun you could ever have on a webinar because YOU get to be a part of the show. Click the link below to join and help the contestants make the right choice… Just be prepared…it ain't as easy as it looks! Join in on the fun 👉🏿 https://lnkd.in/gNCY3GfD

Button color tests!? We're talking about button color tests? Button color tests? Button color tests? It's 2024, and we're talking about... Button color tests??? Oh, we're definitely talking about button color tests. Why? Because when done right a button color test can give us an indication of what color works best for your target audience. Now I can give you a very long-winded LinkedIn speech about why button color tests are relevant but Deborah already does a great job of it in the video below 👇🏿 If you'd like to be a part of our live audience for the next show please join us April 18th at 11 am EST: https://lnkd.in/gNCY3GfD

As I’m in the process of adding CRO as a new service offering, I’m realizing 1 essential truth… CRO MUST BE EMBEDDED IN EVERYTHING WE DO! From the design team To the dev team To the sales team To the account managers To our merchant success team To the co-founders… CRO must be a part of our entire organization. It cannot be an add-on or a simple upsell. That’s not what we want. We want to help our merchants grow and innovate, and we do that with the process of CRO. Which is why we can’t just layer it on top of what we do. It has to be ingrained in what we do. And it’s my job to let, not only our merchants know this, but our entire organization. It starts and ends with us and this is why I signed on to work with praella.