New partnership with Visual Website Optimizer: taking A/B testing and personalization to the next level.

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Front-end processes optimization must include A/B and multivariate testing. You should be doing A/B testing. Ducks|in|a|row makes it much easier for you now!

We are very proud to announce that we have closed a partnership with Visual Website Optimizer for Spanish-speaking regions (Spain and LATAM). This will allow Visual Website Optimizer to consolidate its presence in Spanish-speaking regions by having experienced consultants offering services in local language and local support. At the same time, this will allow Ducks|in|a|row to consolidate its services of Conversion Rate Optimization, UX, and Digital Analytics, by offering services via one of the most used tools in the world for A/B testing. Actually, is one of the best tools for Conversion Rate Optimization.

What is Visual Website Optimizer?

It’s an easy to use A/B testing tool that allows marketing professionals to create different versions of their websites and landing pages using a point-and-click editor (no HTML knowledge needed) and then see which version produces maximum conversion rate or sales. Integrating the split testing software is dead-simple: copy-paste a code snippet in your website once and you are ready to go live.
Visual Website Optimizer is also a flexible multivariate testing software (full factorial methodology) and has number of additional tools like behavioral targeting, heatmaps, usability testing, etc. With 100+ features in Visual Website Optimizer, you can be sure that all your conversion rate optimization activities are covered by our product.

Very quick: what is an A/B test?

Imagine you have detected some issues in your website. For instance, a low product-to-cart rate, that is, lots of users actually see your product descriptions, but very few add the into the cart. You can then start listing your hypothesis on why is that actually happening. A/B testing allows you to prove or disprove such hypothesis by showing several versions of the same content to different users. In this ways we can dismiss any seasonal effect that could affect your website if the changes are not tested in this way. Concretely:


By applying statistical methods we can determine which version behaves better with respect the established goals (purchase, add-to-cart, time on page, etc.).

The A/B testing cycle goes as follows:

Let’s go step by step:

1. Opportunities: what to test? It could be a section of your website that is not properly working or just another section you want to leverage. It could be a single element of the page (a button), the entire page, or an entire process. This information can come from different levels: web tracking tools, heatmaps, surveys, etc., and it’s fully linked to the knowledge of the business.

2. Expected turnover: what do you expect to have in return?

3. Priorization: with respect the technical needs and the expected turnover, you must score each possible test.

4. Objectives and segments: who is going to take part of the test? Are all users? Only new users? Only users who spent more than 1 minutes in your website? What should be considered a success? Is it a purchase? Is it viewing more than 3 pages of the website?

5. Implementation: actually inserting the tags in the website and make sure each user sees only one version of the experiment (this is a basic step in order for the math to be correctly applied).

6. Follow-up: was the test successful? Do we have a clear winner? Should we restate the terms of the test?

We will be giving more detailed information and tips for A/B testing in coming posts!

If you want to know more about the services of Ducks|in|a|row with respect A/B testing and Conversion Rate Optimization, click here.

If you want to know more about Visual Website Optimizer, click here.

We hope this partnership will bring Visual website Optimizer and Ducks|in|a|row a great value by having a great tool served by great consultants with very happy customers!

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