Page 533 - Value Proposition Design: How to Create Products and Services Customers Want - PDFDrive.com

Split testing the title of this book

For this book we performed several split tests. For example, we redirected traffic
from businessmodelgeneration.com to test three different book titles. We tested
the titles with more than 120,000 people over a period of 5 weeks.

There were several CTAs. The first one was to simply click on a button
labeled “learn more.” Then people could sign up with their e-mail for the launch
of the book. In the last CTA, we asked them to fill out a survey to learn more
about their jobs, pains, and gains. As a small reward we showed people a video
explaining the Value Proposition Canvas.

Tips

Test a single variation in the challenging option if you want to clearly
identify what leads to a better performance.
Use so-called multivariate testing to test several combined elements to
figure out which combination creates the highest impact.
Use Google AdWords or other options to attract test subjects.
Make sure you reach a statistical significance of greater than 95 percent