A/B testing: more proof you should always be testing.

Last month I performed a simple A/B test on another (Dutch) website of me ( using Visual Website Optimizer (VWO). It was a simple A/B test looking to improve newsletter and RSS subscribtion rates by adding ‘persuasion’ (three reasons to sign up) to excising subscription links. The results were somewhat surprising to me and apparently also to the people behind VWO because they liked to use my test as a case study on their blog. Read on to learn what I learned by using split testing: A/B testing with competing goals: newsletter CTR increased by 190%, but clicks on RSS feed….

[disclaimer] I’m a happy customer of VWO, It’s one of the systems I use to analyze and test websites. I like to see myself as an objective person in talking and advising you about that. If I recommend bad software you won’t come back here and you won’t tell anyone about me so there’s really no use for me to misinform so I never will. I do however signed up for the partner program of VWO which means that if you click the links to VWO in this blogpost I get a 15% commission if you buy anything from them within sixty days. This of course will make me huge amounts of money and I will have even more incentive to blog great things for you. If you don’t like that just click this plain link to without the referral code. Thanks! [/disclaimer]

Conversion testresults: the ‘about’ menu

Last week I’ve run a test on my website measuring the click through rate to the ‘Guido Jansen’ menu item you see at the top of this page. My assumption was that new visitors to my site don’t know who I am and when they look for more information about the person behind the website it should be easy to find. So I created a test to find out what made people click the menu item.

I created four test variants and the only thing I changed was the text of the menu item. Since I think this page is most relevant for new visitors I tested this only on new visitors to my site. As test variants I used ‘Who’s Guido’ (the original), ‘Guido Jansen’ ‘About’ and ‘About Guido’. All other aspects of the menu were left untouched. And although the variants might seem trivial, the results were quite clear on a winner!


As you can see, the ‘Guido Jansen’ variant performed best – much better than the original – and I changed the menu item accordingly. Of course testing is a continues process so you’ll be hearing back from me soon with more test results!