Guest: Chris Dayley, VP of Testing and Site Optimization at Disruptive Advertising

Topic: A/B Testing for E-commerce Businesses

Chris Dayley, a digital marketing entrepreneur and neuromarketer, discusses the importance and intricacies of A/B testing for e-commerce businesses. He explains how this method can significantly enhance conversion rates by using psychology-based testing and analytics. Chris shares his journey from starting his own Conversion Optimization agency, Dayley Conversion, in 2014, to merging with Disruptive Advertising, where he now leads site testing and optimization.

Key Takeaways:

• Introduction to A/B Testing (00:05:00 – 00:10:00)
  • A/B testing is the process of comparing two versions of a webpage to determine which one performs better.
  • It helps identify what changes affect conversion rates by splitting traffic between the original and the modified versions of a webpage.
• The Importance of Constant Testing (00:15:00 – 00:20:00)
  • Testing should be an ongoing process to continually learn and refine user experiences.
  • Even sites with low traffic should test, though results may take longer.
• Mobile Optimization (00:25:00 – 00:30:00)
  • Mobile traffic is crucial for e-commerce, often accounting for the majority of site visits.
  • Testing mobile-specific experiences can significantly impact conversions, as mobile users have different needs and behaviors compared to desktop users.
• Understanding Your Audience (00:35:00 – 00:40:00)
  • Different demographics, such as seniors versus millennials, interact differently with e-commerce sites.
  • Testing should consider these differences to optimize site elements that cater to various user behaviors.
• Quick Wins for E-commerce Sites (00:45:00 – 00:50:00)
  • Remove unnecessary products from the homepage.
  • Test different hero banners on the homepage.
  • Implement scrolling call-to-action buttons or banners on mobile sites to enhance user experience.
• Demographic Insights (00:55:00 – 01:00:00)
  • Seniors may get easily distracted or frustrated by certain site elements.
  • Millennials, being more tech-savvy, may ignore traditional marketing tactics but appreciate a streamlined, straightforward experience.

Guest Info and Resources:

Chris Dayley is the VP of Testing and Site Optimization at Disruptive Advertising. He helps businesses understand their users’ behaviors through psychology-based testing and analytics. For a starter guide on A/B testing, including tools and test ideas, visit disruptiveadvertising.com/guide.

You can connect with Chris Dayley and learn more about his work at Disruptive Advertising on their website.