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Let David Hoos from over at The Good take you to CRO church with this no BS, no sugar-coating A/B testing walk through.
Wow, that's a massive article! Interesting read, you have my upvote @davidhoos!
I hope you don't mind, I noticed that the readability of the article wasn't that great. Part of that is that the quotes take up lots of room and break the flow when reading, and the other thing is that the article could use more images/visuals. It's _a lot of text_ now.
I'd be curious to learn more about the challenges of A/B testing. For example, how do you prevent short-term wins that could cripple long-term gains?
Your question highlights why data must be approached holistically and in the context of a process, not a series of random one-off tests. That's also a reason why I think there are far too many marketing agencies purporting to "do CRO" who are actually hurting their clients more than they're helping.
For example, I know many folks who swear by pop-ups when trying to build their list, yet the only data I've been able to find on their effectiveness only looks at the quantitative (we got more signups) data. It doesn't look at the long-term (did they enjoy their first impression of the site, did they become a customer?). In almost all of our qualitative data (user testing, surveys) the behavior is almost exactly the opposite. Visitors are either annoyed with the pop-ups or they are just used to closing it immediately upon arrival. At the moment, I don't see a lot of folks asking the question, "Am I damaging my long-term brand reputation with new visitors by asking for their email first thing?"
I'm curious to learn about exit-intent pop-ups + click-trigger pop-ups that don't use dark patterns (e.g. "No, I don't want to sign up because I hate my life").
Exit-intent seems like it may be helpful if the user is leaving, but has not signed up. That said, it seems best using a fade-in, fade-out approach.
I'm curious also about using sign-up boxes vs a button using click-triggers. The latter isn't intrusive since they are opting in with a click (though this can be abused too).
Hey David. I'm trying to put together a more objective look at popup usage - as every piece currently ranking comes from businesses with a vested interest in getting people to use their popup tool/list builder plugin.
Could I get my hands on some of that data you're talking about? I'd happily link and recommend you to all my friends!
Thanks so much for the opportunity @tracewall!
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