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Minimize Your Marketing Budget With A/B Testing: Interview With Paul Ryanzanov

As part of our SEJ interview series, Paul Ryanzanov of Promodo joins us to discuss how you can minimize your marketing budget with the help of A/B testing.

A/B testing is a way to determine whether or not your website is providing a good user experience. By learning more about how users interact with your site, and comparing the data, you’ll know exactly where to spend the majority of your marketing budget.

Hear Paul explain more about how business owners can A/B test their site in the video below:

Here are some key takeaways from the video:

  • For business owners working with a slim budget, Paul recommends the tool Optimizely. Optimizely provides you with a javascript code which you can embed in your site and then let Optimizely do all the measuring for you.
  • Specific things Paul recommends testing on your site are the header, forms, buttons, and images.
  • With the header you should test and compare various messaging to make sure you get it right. Immediately following the header should be a message about what you do for your customers.
  • With forms you can test various placements as well as try limiting the amount of fields that need to be filled out in order to maximize conversions. When testing the call-to-action buttons you should try various colors, sizes and messages.
  • When it comes to testing images, Paul says something as simple as swapping one image for another can help increase conversions. You can find which image works best through testing the impact of each image.
  • Another tool Paul suggests is Yandex Metrica which can be used for heat mapping. This helps you understand exactly how users behave when they land on your site. From there you can make assumptions about the kinds of things you should be testing next.

Please visit SEJ’s YouTube page for more video interviews.

Category PPC
John Rampton Founder at

John Rampton is an entrepreneur, full-time computer nerd, and PPC expert. Founder at payments company I enjoy helping people ...

Minimize Your Marketing Budget With A/B Testing: Interview With Paul Ryanzanov

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