A/B Testing Download Landing Pages in WordPress

Recently I've published my first eBook about reducing time to market in software development. This was a good chance to start some A/B testing. With A/B testing you have one (or several) alternatives of a landing page and measure which one performs better.

Changes can be small, but have huge results, as the recent 37signals A/B testing has shown:

The winner: 30% better conversion than the original

I've chosen to switch the image of my eBook, with one 2d and one 3d cover you see a lot today on eBook download pages. The author of boxshot 3d was kind enough to supply a copy for the test. I was lucky because boxshot 3d produces stunning results.

After I couldn't get Google Website Optimzer working, I developed my own A/B test and relearned a litte PHP. Not very hard so you can also do this on your own (no magic!), but it's easier to follow this video on A/B testing in wordpress.

Now for the results:

The Page had three download links:

  1. One behind the image
  2. One right after the image
  3. One at the end of the article

I've stopped after 500 downloads and only supplied the winner thereafter. The results of the test were astonishing, as you can see. The main link had nearly 43% more downloads with the 3D image version! The second link didn't work quite as well, perhaps because the 3D image was out of sight when people scrolled down. This would suggest that as soon as the image is out of sight, people are no longer influenced by the 3d image.

The astonishing results are consistent with findings by others:

I have been doing Website AB Multivariate Testing for over 7 years. The consistent result is that small design changes make the biggest difference to improve your ecommerce and lead generation conversion rates

So when you provide eBook downloads, go with a 3D version of your eBook! I'm curious what you would have tried, what changes to a download pages you think would increase conversion? Please leave a comment.

Hope this article helps, you can now download my eBook and see for yourself, enjoy.

Releasing eBook: 12 Things to Reduce Your Lead Time and Time to Market

I've finished the final version of my "12 Things You can do to Shorten Your Lead Time in Software Development" eBook. Woooha! Thanks to all who gave feedback after reading the final draft (several thousand downloads!).

This Book is about shortening the time to market of your software development - the time from having an idea to the idea generating money.

Long lead times will cost you money and the first mover avantage. A long time to market will make your external and internal customers unhappy.

This eBook gives you 12 actions you can take to shorten your lead time substantially. I’m sure you’ll find it useful. Time is money, reducing lead times is a main concern in startups and software companies, I’m sure you’d agree. This ebook will solve help you reduce your time to market.

You should download the ebook here. Enjoy.

Finished draft for my first free eBook: 12 Things to Shorten Your Lead Time

Update: Released the final version.

Yesterday night I've finished the first draft of my first eBook (hurray!). The book is about reducing the lead time of your software development. "12 Things to Shorten Your Lead Time" helps with concrete actions you can take to shorten the time it takes from the first idea to the idea generating money on your website. The BETA early access version is free and available for download here. Go download it and give me feedback in the comments below or via email.

Writing the book was a lot of fun, I've learned a lot - about cadence and a steady pace when writing. The design is a first draft also, what do you think of it? For various reasons I used Word instead of Pages and it worked suprisingly good. I would wish for Keynote to be able to flow text boxes from page to page so I could use it for eBook writing. I had the feeling a blog post would be to long for the topic, so I decided to try an eBook. Good idea? The title is also a work in progress, I'm not really satisfied yet. Enjoy it.

Update: Cover inspired 😉 by some great presentations by Joe Walker