Before starting Crowdvert I was the CTO at Suite101.com. In my time there we shifted from a gut-feel based organization to a company making data-driven decisions. There were a lot of great tests performed at Suite101 and over the coming months I’ll highlight a few of them.
This first one is a multivariate test we ran with AdSense in early 2011 attempting to find a color and font combination that maximized our revenue.
Suite101 had 2 major hypotheses:
In order to test these hypotheses we set up a multivariate test with 2 independent variables: AdSense title color and AdSense font. For our color variable we decided to test 4 variations:
For fonts we tested two variations:
The plan called for 50% of our traffic to be distributed equally across the 8 combinations until a statistically significant winner was found.
Here are screenshots of the 8 variations:
After a few days Suite101 began to find some very interesting results!
One of our hypothesis held true, the other was in fact false. Both the AdSense title color and font choice had a statistically significant impact on AdSense click-through-rates. By varying the shade of blue used we could generate a variance in click through rates of 4.7% (our baseline color was the second most performant shade tested). Furthermore using a different font generated an average increase in click-through-rates of 4.2%.
Breaking it down into specific combinations we found the Google Blue combined with the Courier font generated the best overall lift with a 4.4% lift in click-through-rates over baseline.
Crowdvert gives you a team of optimization experts who create A/B experiments to test on your site using our software. All the work is done on a pay for performance basis so there are no fees unless your conversion rate improves.
Find out more at crowdvert.com