 How's everyone doing today good? Awesome people ask that tomorrow and everyone's gonna be like I don't know I'll sleepy and everything but the after-party's tomorrow night. So that should help for tomorrow. My name is Mike demo and As anyone see one of my talks before maybe at the last Phoenix. Yeah So I have a tendency to throw things at people. So just be aware of that My name is Mike demo. Yes, that is my real name or at least part of my real name If you really get on my good side, you might know my full name There's maybe six people here that do or can use LinkedIn But first of all, who am I? Why am I here? I'm an evangelist at bold grid bold grid is a suite of plugins for WordPress That makes WordPress easier to use you can check us out at bold grid comm and that's enough talking about bold grid But that's kind of why I'm here. They're the ones that sponsor me to be able to go out full-time and travel for this Community I spent 175 nights in a hotel room last year for WordPress. So I definitely loved Community and connecting with people and this is really what my passion is I'm also the Treasure of open source matters for those of you who saw the earlier talk, you know, don't give it away Does anyone here know what open source matters is? Couple people. Yeah, this is usually where I'm like, hey open source matters is Basically the Joomla Foundation. It's the legal entity of the Joomla project and then this is when they're like call security Call security. Why is there a Joomla guy in the building? You know, we're WordPress. We don't like those Joomla and Drupal people, you know But here's the thing guys is that I started in the Joomla community. It really got me started on my career I think it's an amazing tool set, but I don't give a shit what tools you use tools are tools in my opinion WordPress is an amazing tool. I've come to love it I have lots of freelance clients on it and it helped it's helped so many people create this web that they never thought they'd have The power to do it but for certain use cases, maybe Drupal is a benefit or Magento or Joomla or whatever the case is So I strongly encourage everyone to go out there and go into other open source communities Maybe it's JavaScript. Maybe it's PHP. You'll meet amazing people And here's the thing is they all have marketing tracks Marketing tracks are CMS agnostic So I think we're too held up in the open source community to say things like oh well I'm team WordPress and everyone else sucks because you want to be part of a winning team That my last talk here as Phoenix was basically talking about that that open source should come first That's why I do contribute to the Joomla project because it's kind of where my roots are and it's kind of a way I can give back I'm also a husband view gamer lover for me Disney cast member the closer I get to the coast the less impressive that sounds And I'm also an owner of a wonderful dog, but traveling around to get to see all sorts of very different people Anyone here from Salt Lake City? Okay, couple Salt Lake City people while I went to a conference there. It was a DIY bloggers conference It was a mommy blocks conference and I was one of three men in the entire conference It was very exciting This is a live picture. We're not live It's a picture I took at their unicorn party and those are a professional male dancers in Salt Lake City dressed as unicorns so I experienced all sorts of Things actually I'm here at the Sheridan Grand which is downtown Phoenix and there's a woman's conference going on and I had Breakfast I was literally the only guy in the entire restaurant So I kind of felt like I was you know back at the merge conference at that time I'm asked to love WordPress because it's inclusive. I love how inclusive this community is I love how we are reaching out and helping all these different people from different walks of life Some people can be who they are I a lot of say a lot of times when I give talks that you can have religious political or fundamental disagreements with people in this community, but when we come to a word camp or we go to Contribute on WordPress core. It's all about WordPress because we're here as a WordPress family first because everyone's gonna have different opinions and walks of life and religious Views and that's okay. You know our job isn't to change What people believe but I think our job is to accept people where they are and I love how WordPress does a really good job at that I'm I'm proud to be part of this community and I was happy to be welcomed You know even as a Jumla guy when I started coming to word camps years ago Because WordPress is people WordPress is just people open source is just people I promise real quick I'm gonna start talking about ducks so But WordPress to just people it's a real passion of mine go look up at the talk WordPress TV that I gave at the last Phoenix I really really really just Love the people at these communities and I've made awesome friendships that I never would have is it wouldn't be for a WordPress So I definitely owe a lot to the project for that And open source is great So open source one of the best tools out there and we're very lucky to be able to have open source and have the Software be free. I don't think people understand how lucky we are to have open source even be a philosophy And a lot of people take it for granted But these are real licenses with real legal consequences and it's pretty damn amazing that it even exists The closest analog I can think of is the polio vaccine the person who invented the polio vaccine Didn't patent it. He wanted to say that you can't patent the Sun He wanted to give it out there so that people could save lives very similar to Kind of the open source philosophy, but that was for medicine back in the day. So enough of my soapbox Let's talk about ducks Who here came because this talk had ducks in the title a couple people. Yeah, so who here Now you always laugh that they put this as a designer track. Who here's the designer in the room? Who's a designer? Okay, who's a photographer? You're gonna hate me you're gonna hate me So this talk is a talk that is very different to a B testing And I want to shake you up and get you thinking about a B testing in a much different way in ways that I guarantee You've never thought about before so with that I have lots of batshit crazy examples of A B test does that work? I've done a B test. I'm fortunate 500 companies I used to be the did in charge of a digital apartment at downtown Minneapolis agency I have also been the charge of digital departments and agencies that did hundreds of bank clients and things like that So I've definitely seen some of the crazy stuff and yes, there are trends So this isn't a talk about, you know, what tools are best this isn't a talk About how to what the perfect test to do to make you a lot of money is This is a test about what I call the magic money machine The magic money machine is the website Your website for your client is their magic money machine and I literally love a B testing because it's the only thing you can do That will make you more money month and month again And it just kind of runs on autopilot if I ask a client and I say mr. Client if I can prove to you for every dollar you stick in your magic money machine two dollars pops out and I can prove it How many dollars would you put in there? The answer to that is unlimited dollars and that's what a B testing gives us it gives us the power To show that the magic money machine is working all the work you did for the website is working It allows you to make all of this Wonderful residual income and not have to worry about, you know a new website time and time again And we're gonna talk about some different philosophies that kind of go with that and some different ideas and some real-world case studies That have to do with this so With that water Let's kind of get into it. So anyone here done any a B testing or split testing Okay, and we're willing to share your experience Okay, give me what did you what was the test? So newsletter opt in different calls to actions. Okay, was it for like your own site or a client or? Okay, cool, and was the result Was it actionable like did you get a good result at the end of it or did it kind of wash out and Right away, okay, so it's kind of like little gains, but maybe not in the mark, you know kind of in the margin of error Yeah, definitely So when you find kind of the magic settings as I call it, you know It kind of just screams and it kind of works and certain websites change anyone else want to give an example Okay, so they're advertising different headlines and things and see which one converts better And then maybe put more budget to the one that wins cool Auto-optimized cool cool cool Excellent who now who here's had an experience like this because most people I talked to you when I talked about a B testing They give me this story. Well, I changed a bunch of things on my website and sales went up Or I changed a bunch of things on my website and sales went down And I have no idea why and then I kept changing more and more stuff and then results kept happening And I have no idea why anyone here do the like shotgun approach to a B testing things like that just thinking just Making changes on the side and making more and more changes to the site And let's make some more changes to the site is going to make all the difference in the world That's that's how most people kind of work with their websites as they Throw what they throw stuff at the wall and sees what sticks most people don't actually sit down and look at a plan So with that Who here before they starts a website they write down an actionable goal on why that website exists Okay, more than normally Either your line or Phoenix is way More on top of it than everywhere else I've done this So really I write down the purpose of a purpose of why does the site exist every website has a goal and If you need to ask the client, what's the purpose of the site? How in a year from now are you gonna know if this website is success or failure and it can't be subjective How many times have you made a website for a client and the client loved it at launch? Loved it six months later. You talked to them. How's the website doing? Well It's not doing as much as we hoped Well, the design's nice, but it's not giving us the results we expected Anyone had the honeymoon phase end on them with a client? Yeah, a couple people that happens all the time because clients like new and shiny things people think they want any website because They're self prescribing What they think they need what you need to do is sit down Why does the site exist and write down what the goal is what do you need to deliver to make this project a success? And usually that answer is not a pretty website at the end Sure designs imported and all that fun stuff's great, but if your website doesn't perform It's just a waste of money and then why should you even take the client's money? So you have to make sure that you have an actionable yes or no answer to any work that you do for any client And I you know and I write it down. I write smart goals specific measurable attainable time specific We're going back to high school And it's very very easy to kind of focus on that and has to be controlled. So with this with a B testing You need to do controlled so There are lots of ways to do a B testing some plugins You can do things on production whatever the heck you want to do, but I recommend using a tool That we'll do the math for you anyone here have a doctorate in data analysis No And you guys make websites for a living Well, we should just quit right now. I just I don't know how you're gonna survive Funny story. I said that in California. That's one guy's like yep PhD 12 years, and he gave his university and everything and I'm just like Well, he can be a web designer none of you can so That was pretty funny Although he did agree with what my talk was about which made me feel a little bit validated because I don't have a PhD either in fact I was lucky enough in my career path that dropped out of school my freshman year And I never graduated and I've been happy to be able to be able to be a thought leader and talk to Thousands and thousands of people I've given this talk to over 10,000 people across the world At all of these other conferences and things I really am lucky and fortunate and But you know with that so okay data analysis Need to make sure that it's a margin of error when you do testing there's a margin of error Summing to what the gentleman down here said is that like oh it sometimes You know what it has a low traffic site a couple conversions can make all the difference in the world You know if you have a low traffic site five sales can throw it out the window. I just one client They're like oh my goodness. We did some changes and our sales went went up You know tenfold because we did this change. I'm like, okay How was that year over year there were retailer and they were comparing September to November well What happens in the fall on? Retailers usually they sell more because it's the holiday season So yeah, it's not as actionable unless you look at the data so with that it needs to be a controlled test There's a lot of things called single variant and multivariate testing all that boils down to is how many things you're gonna test on the page at once I highly highly highly highly highly recommend you do single variant testing That means change one element at a time and do multivariations of that single element don't change like five elements at a time So let's take a call to action button. You could change the color the font the drop shadow And the position that's four different elements and you can try different combinations there of unless you have a high-traffic website And I mean high traffic You are just gonna take forever to get that many results to go through So I would focus on single elements get the winners and use a tool that will tell you yes or no Is this within the margin of error? Is this test actionable or is it not is it? You know gonna give you the results that you want it's gonna their tools out there like Optimize Lee and VWO and some other ones that will tell you yes or no answers This this is a winner implement this. It's a loser kill it or not enough data That is what you need to focus on so that you have a yes or no answer now A lot of people say oh what WordPress plugin do you use for this? I personally don't use any WordPress plugins. I do everything through a third-party tool I use VWO which stands for visual website optimizer the reason I do that is very simple It does no changes on production Period unless you are an extremely good with robots files. You never want Google to index your test You just don't So you know look at some of those tools that are WordPress tools out there But most of them will create different copies of the site of the page things like that some of they can get indexed If you have one that works for you great use it But I like to use the third-party tools and it requires no development. You can have a marketing person do this Do these tests with no CSS or anything because it's that sort of VWL Optimized lead is the same thing too. I'm so controlled Needs to be statistically relevant like we talked about inside the margin of error outside the margin of error. I should say Microtesting do a single variant at a time don't do multivariate testing those tools help you do multivariate testing But they'll tell you if you have enough traffic to make sure To do multivariate testing or not what to test. Okay, shout it out. What can you change on a website? What are the different variables you can change on a website? Color I told you I throw stuff font size Images text Call to action Okay, cool. Basically you can test lots of different things So I'm gonna talk about some examples then I'm gonna go through some batch of crazy examples So buttons you can test so many things with buttons. I you know how many people tell me like oh my god There's nothing I can test on my website. I I don't have any testing ideas I'm like you literally have thousands of opportunities to test in your website You can test for years on a single landing page and never be it never go go tired Buttons call to action the font the size that the case the drop shadow I Declined national insurance company can't say the name, but they're a national insurance company and they Their thing was they wanted to have more quotes People get more quotes more people buy things like that. I tested everything. I did user group studies on There on these people to try to see how we can convert them more Well, we got them an 80% lift. I was so we were blown away by this 80% lift I didn't trust it. So I tested it again for another hundred thousand visitors 80% lift tested it again with another hundred thousand visitors not proud of this but a two-pixel drop shadow Gave an 80% difference in conversions for this two pixels I showed them to you side by side. Well, you guys as designers could probably tell but most people probably couldn't and again Throw out what you think, you know, that's the number one takeaway of my talk is Here's the secret about website design that nobody talks about We're guessing Seriously, we're guessing We're taking educated guesses based on how we know the users to interact with the site And we're making the best guess and the best product at the time But it's just that at the time before we sponsor mobile websites or even a thing and it was all fixed with displays fixed with was Was you know the best thing to do and now when responsive came in? Oh, we have to do responsive and all this other stuff, but here's the thing is we're guessing You are looking at a single point in time when you're doing your best guess And if you think you know the visitors to that website, I guarantee you you're wrong And if you think your client Knows the visitors to their website. I guarantee you they're definitely wrong Because they all have preconceived notions and every set of users are so different and the only way to take that website Which is good to great is To test it and change it. This is so much so that HubSpot now teaches us anyone here here of HubSpot Yeah, a lot of people right they now have a course that's called growth-driven design GDD and Their agencies that follow growth-driven design make 80% more revenue than their agencies that don't you know What growth-driven design is? Selling a B testing on a monthly basis and doing changes based on the results. That's all it is with a fancy name It's a great course. I highly recommend you take it. It's free It's made by my buddy Luke summerfield over at HubSpot, but it's all it is We are so apt to make a website that's a single point in time because this is what clients do I made a website four years ago and it was a lot of work and I was happy to be done with it And I haven't touched in four years That and then if another for then I'll ignore this one because this website is gonna be a whole big project and I need to focus on my business and then I will like I'll ignore that for two to four years Yeah, I'll tell you I'm gonna blog, but I'm not gonna blog, you know, that's what clients do. They look at this website cycle Why do we have this? It's better for you to keep the residual income It's better for them to have a site that's always evolving There is site two years from now should not look the same as today because things change Technology change users change devices change and if you can prove to them that then you keeping them on retainer We'll make them more money or whatever their goal is They have no reason in the world to say no because you're proving your worth with data every time That's the thing I care most about is I don't care why things happen I care about data data driven decisions. I live my life by data-driven decisions I try not to think about why users interact with those things just data-driven decisions. So text You can test between copy, you know custom content or boilerplate content or short words things like that There are times when I've seen tests of lorem ipsum perform better in testimonials and real testimonials by about four times and Yes, that might not be an example that you actually do although fun thing If you ever want a client to think you wrote their copy for them try corporate ipsum anyone here use corporate ipsum I've had five clients. Thank me for writing their copy for them And I'm like you should read it Because I'm not a copywriter Text images so many things you can do with image. I'm gonna go over some crazy examples in a little bit, too So many things you can do with images, but let's talk about the duck getting to the duck There was a study that a picture of a right-facing duck converted Like nine times nine x more than the left-facing duck. Can anyone tell me why the right-facing duck Converted more than the left-facing duck. Anyone have any ideas? Right and more positive pointing the content. Maybe that was looking at a button or something like that What Left to right reading anyone else Looking forward that's very close to what I get every fourth time I give this talk I've given it about 90 times someone always says because the duck is looking into the future Yeah, because to the right but here's the reason it doesn't matter It doesn't matter Stop trying to assign Reason web designers. They we think that we all have PhDs in psychology It doesn't matter data matters if you can prove with data that's something that you would Just cringe at because it's not the right way to do it, but it's gonna make your client five times more money You are doing a disservice to your client because you're selfish With your own biases Your client is why we're here. You're not building the website for you You're not building the website for your client. You're building it for their users and the data is What's gonna move the needle in the direction that they want because that's the only reason they hire us is To make the magic money machine work better and do sometimes Test that work today. It might not work in two years from now. Definitely things change all the time Test everything Test everything and for those of you who think that you know what? You know what mr. Demo if that is your real name This all sounds fine and good, but my clients are special. I Can't do that. I know what I'm doing and don't tell it. Don't don't make me think I don't think everyone here is a professional We have Beth we have we look at case studies. We look at how users interact. We look at the analytics We are making great websites. We're making great work But they are not out of the box doing anywhere near the performance level that they could be doing and You owe it to your clients and to yourself and to your wall It's quite frankly to make sure that your every product you put out is as best as possible And that's why AB testing is pretty cool. So here's where I start talking about the bullet of the presidential campaign So this morning morning on that So Donald Trump will talk about him first One of his most successful fundraising campaigns of people already crossing their arms. Okay, I get it I'll get to Hillary Clinton too just of the campaign was a thing You could donate and your money would be live on their Facebook page Your name would be live on their Facebook page People I get it. I might not personally choose a donate to that cause But I get it right everyone I think you'd agree that political campaigns are well old machines and they do tests to figure out how to get the best contributions I don't care if you Democrat Republican, whatever there are companies that make a lot of money doing this full-time But one of their most political Successful fundraising campaigns of the campaign a week before the election donate money own a piece of the campaign get your name on the Facebook page live I get it people can own the campaign or whatever. Maybe not my personal cup of tea, but that's okay Can anyone tell me some technical solutions if you were hired by Donald Trump? And we're asked to do that. How would you do that technically like? How would you like make a feed of the donors as they come in? No ideas? Let's assume you took the job and then There's a lot you can do API you can do some fancy video stuff You can do some scroll you can add a text document what they did and this went on for Seven hours, and I'm not making this up Based on what we know about FCC filings. It was one of the most successful fund raising campaigns the Trump campaign ever did They had a live webcam of a laser printer, and I know what you're thinking That's a nice printer that's in Trump Tower That ink is probably gold-plated But now here's my point guys. I think we can all agree that the Trump organization values the brand You know right and If they can do this you can make it work for your client Sometimes crazy stuff works, and if you think for a second this is out of touch, and they don't know any better This was not a Mistake this was 100% deliberate because they knew who they were going after for their campaign and it worked eight hours This was live raising millions and millions of dollars, and this is probably one of the ugliest things I've ever seen on the modern Internet. Oh And and and every once in a while they had a hand that came in with a hand with a sign that said drain the swamp donate up He's thank you So yeah, I really cleanse done things with like different giveaways and things like that as well So let's go into my crazy list real quick, and then I'll just kind of blow through this Really quick you can leave the video up because it's cool Professional versus unprofessional sometimes unprofessional works it doesn't always have to be the most polished thing Sometimes it works better as anyone here ever got in one of those Letter those multi page letters with like things scribbled out in the comments to give money to save unicorns or whatever It works for certain people that works photo versus illustration sometimes photos don't work Sometimes illustrations are better one color versus another color If you need some color ideas try making your clothes accessible It's a good easy test to do it's the right thing to do and you'll probably get better results because one out of every four Americans Have something that's covered under the WCAG to where no accessibility guidelines The high brightness contrast versus low brightness contrast border versus no border Clear image versus blurry image static versus animated and this just imagine that That that is animated Boring versus sex appeal Choose your discount either get 50% off or choose if you want to get 50% off the pizza or the doughnut Professional stock photos versus amateur and formal photos the photographers who here's refuses to use stock photos Who here will never use a stock photo in their life a couple of people certain people stock photos convert way more than Original photography it just does that's why it's great to test this and for those people Who only have stock photos that can't get original photography? There are stock photo companies that specialize in non-stock-looking stock photos. So there's the thing out there One layout versus another layout one called action versus another called active images versus text only Don't discount the text only thing that works way more than you think For certain types of users and I see that convert very well upright versus angled blue versus blue underline text False border and drop shadow versus no drop shadow. There's my friend the drop shadow again Familiar ad design versus something like faith, you know make it look like in elements that we kind of use By the way, I'm not saying make people think they're on Facebook. That is another word for prod so Original image versus mirror images or duck again one font size style case or is another font size style case It's standard out of shape like a rectangle or a custom ad shape like a circle or in today's web a standard ad shape Like a circle or a custom ad shape like a rectangle Positive versus negative want to fall over the spouse again or sick fighting with your spouse I had a client. They had a product that stopped stove fires. You know what worked for marketing Your mom's gonna leave the stove unattended your hat she's gonna die and it's gonna be your fault Because the most common cause of house fires is unattended stoves The following I can't get up lifeline. There's a reason that stuff exists Generic versus relevant to time period mention prices or discounts to leave it a mystery use trust logos Don't use trust logos if you use the better business Better business Bureau logo, please make sure you have the rights to use it and just because they're a memper Does not mean they have the rights to use it on the web. That's an extra fee and they do sue a lot Trust logos are funny though Like an America's Got Talent the people that make the most money on the as seen on America's Got Talent Are the losers in the first round because you know, it's a 12 year. It's the show takes 12 years and you don't remember You know who we thought you know quit on the first round and you'll go to your local comedy club Oh as seen on America's Got Talent. Well, they must be good Also trust logos can burn you Anyone here heard of my pillow Mike Lindell the pillow King late night infomercial stuff. He's somewhere I am up in Minnesota drug addict turn pillow master not making that up. Look it up. Very interesting He had a better business Bureau of an A plus went to an F his business kind of had a changes marketing overnight These are different weapons of influence. I'm not going to go through all these but liking liking scarcity authority social You know, can you replicate it other techniques to test? Fear and pain benefits not features appealed to eight universal desires. I used to sell timeshare guys I was the number one timeshare salesperson for a national company in the country I did was very good at it and I'd never talked about the features I talked about what it's gonna make him do what's gonna make him feel, you know Think about you know smell that Hawaii ocean things like that. I left because I hated my life, but you know There's that and play and have fun This is one of the best things you can do with another Clients brand you can have so much fun with your clients brand and you have no idea and for the and again I've done this on fortune 500 companies. Thank you time and time again. Please make sure Here's my caveat you approve all tests for going live. I've only not done that once It worked out okay, but it's pretty dangerous But you can make take these concepts and use your skills and design a Simple layout or no image layout for a form see if it converts better You know look at the results of the page do five tests a month make one test a batch of crazy test Because every once in a while that will be the winner That's gonna give you that so much lift you're gonna be surprised But then look at the results and say you know what I think we should do this change because of this and write a hypothesis statement I believe changing the pricing table This way will give this lift and then we believe this to be true because of this case study We did but every set of users is different. Don't think because it worked on one client's gonna work out another Real quick. I'm gonna say how to get that book where I get that list from My slides are in slideshow so we can get them on there dot com secrets labs Dot com slash free dash book when you get there you're gonna get to this page fill out the form if you'd like Opt out say no you don't want that Don't click anything on this page we bought something click no thanks at the bottom Don't click anything on this page click no thanks at the bottom What oh? dot com secrets labs Dot com secrets labs dot com slash free dash book again. It's on my slides so you can grab them that way too I'm just gonna jump through these really quick So you say no thanks say no thanks again Say no thanks again Then you can close that close that tab And then you can unsubscribe if you don't want any emails. This is done by Russell Brunson You might have seen a CNBC the prophet when he did the flex watches episodes He came out of the supplement and coaching market his stuff is heavily geared who's the direct response markets supplements coaching things like that But I think his stuff is gold and you can apply it to any industry But I recommend starting the free book before you spend thousands on his other stuff because a lot of people come to me That just talked about weight loss supplements, and I am selling scooters Well, yeah, but you can take the ideas and kind of apply to that so anyway With that I want to thank you for your time. We have time for maybe one to two more questions Otherwise, I will be around later for questions comments and death threats That is something that you are interested in but maybe one to two more questions and then We'll be done anybody Did we added two pixels? I know the designer and you hates it, right? Anyone else? Yep Yeah, again, I Personally don't use any WordPress server level tools to do my testing because it's too risky that it's going to be served up to a crawler So I use a tool like VW or optimizes Lee and I just put a JavaScript in my theme file And then that's going to say okay five percent of the traffic is going to see the test 95% is going to see production and then when you find out what the winner or loser is Then you can apply it to production because you don't want to get crawled by Google or a search engine of a test that you're doing There are WordPress tools that do it. I Found more people hurt their sites than it's worth so VW of visual website optimizer or Optimize Lee and there's other ones out there because you don't do anything on the server level You do it on their tool and use a JavaScript in the theme file did to serve it up to a percentage of your Users Now if there's a tool you guys use already that you like keep using it I know there's some good ones out there. It's just my personal preference. So cool. Thank you so much. I definitely appreciate it