An inconclusive test might mean the numbers are less than a percent off, or neither variation got any traffic at all. When your tests don’t have enough data or if the numbers are too close, they are considered inconclusive or statistically insignificant.

How Do You Know If You Have a Losing or Inconclusive A/B Test?

Try Something Really DifferentInconclusive test results could mean your variations are too close. A/B testing can help you see if a small change impacts conversions, but sometimes those tiny tweaks don’t have much impact at all.Analyze Different Traffic Segments<ul><li>new versus returning customers</li><li>buyers versus prospects</li><li>specific pages visited</li><li>devices used</li><li>demographic variations</li><li>locations or languages</li></ul>

6 Ways to Leverage Data From Losing or Inconclusive A/B Testing #1-#2

Look Beyond Your Core MetricsYou might have hidden data in your losing test results.E.g. Look at your “losing” ad to see if it drove less traffic but had higher conversions. If you’d only been looking at traffic &amp; revenue, you might not have noticed this ad works better statistically, if not in rough numbers.Dig into that data to find out why it drove less traffic &amp; use that to improve your next set.Remove Junk DataTest results can be skewed by junk data. Remove that to see trends more clearly &amp; drill down to find crucial trends. Remove:<ul><li>bot traffic.</li><li>your traffic.</li><li>competitor traffic.</li></ul>

#3-#4

Look for Biases &amp; Get Rid of ThemLook for factors that could have impacted your test.<ul><li dir = "auto">Did you run a promotion?</li><li dir = "auto">Was it during a traditionally busy/slow season in your industry?</li><li dir = "auto">Did a competitor’s launch impact your tests?</li></ul>Try to separate your results from those impacts. If you can’t, try rerunning the test.Look at how your test was run. Did you randomize who saw which versions? Were both versions mobile-optimized?Run Your A/B Tests AgainThe goal is to continuously improve performance. Once you’ve completed a test &amp; determined a winner (or determined there was none), test again.

#5-#6

Not sure what to do with losing or inconclusive A/B test results? Here's how to use that data to drive your marketing strategy forward.

Discover the most interesting and off-beat ideas in marketing and advertising! 

Marketing & Advertising

How to Get Useful Data From Losing and Inconclusive A/B Tests

Visual search uses artificial intelligence technology to help people search through the use of real-world imagery, rather than through text search.&nbsp;So, when a person takes a photograph of an object, using Google Lens, for instance, the software identifies the object within the picture and provides information and search results to the user.

What is visual search?

Visual search falls under the umbrella of what is known as “sensory search”, which includes searching via text, voice, and vision.Although both visual and image search is based around imagery, the crucial difference lies in the fact people use words to conduct an image search, whereas, with visual search, a user uses an image to conduct the search.

Why Visual Search Differs From Image Search

Visual search works through a combination of computer vision &amp; machine learning.<ul><li dir = "auto">Computer vision allows the machines to see, &amp; helps them interpret what they see, before coming to a decision about what to do with the information. It has been around for a long-time, but it wasn’t until the advancement of machine learning that it could be used for visual search.</li><li dir = "auto">Machine learning provides information that computer vision needs to understand what is presented within an image.</li></ul>The technology cross-references information with what is known in the knowledge base to provide results.

How Visual Search Works

<ul><li>Pinterest Lens</li><li>Bing Visual Search</li><li>Snapchat Camera Search</li><li>Amazon StyleSnap</li><li>Google Lens</li></ul>

The Main Players in Visual Search

Get Discovered by the Next Generation&nbsp;~ 60% of GenZ now discover brands solely through social apps &amp; 69% of them look to purchase directly off the back of the platforms.Create a Connection with New CustomersPotential customers look to make any kind of personal connection with a site. Visual discovery allows that to happen, which translates into less price sensitivity.

How Sites Can Benefit From Visual Search

Sell to Customers That Have Already Made a DecisionWith properly optimized content through visual search, you can find your site interacting with people that have already made their minds up about whether they want to make a purchase.Increase Your RevenueAfter some investment, sites can look forward to the opportunity of vastly increased revenues.

How Sites Can Benefit From Visual Search (contd.)

Use Structured DataWhen adding any kind of content to a website, it is important to provide search engines with as much information as possible. One way to do this is through structured data for images, which will also help your site appear in rich snippets in Google.Add Alternative Text Alternative text appears in place of the image in case it fails to load on the screen. Alternative text is also read by search engines to help them understand the context and meaning of a picture. People who use screen readers also need alt text so that they too understand the context of an image.

Visual Search Best Practices

Use Descriptive Filenames Again, context is everything, especially when you are trying to get your images to the widest audience. Although it is quite common for image files to be named something similar to “IMG_23423.jpg”, it is best to provide as much information as you can.&nbsp;&nbsp;As well as being honest, clear, &amp; concise, you must also ensure that the filename is unique to that image.Have an Image Sitemap This will increase the likelihood of your images being discovered by search engines. It is useful to have an image sitemap to help Google identify, crawl, &amp; index your images.

Visual Search Best Practices (contd.)

Use Appropriate Image Sizes and File Types To ensure that your content is as optimized as possible, it is also important to think about the file size of your image, as this could affect how quickly your site loads to users. As you are probably aware, a site with a slow loading speed can quickly dispel any potential customers that you might have otherwise had.Other Elements to Consider<ul><li>Your site’s accessibility</li><li>Its overall site speed</li><li>The freshness of its content</li><li>The originality of images provided</li><li>Overall site performance</li><li>Clarity and quality of the images</li></ul>

Visual search will impact the way we do SEO in the coming years. Learn how to use it, see how businesses can benefit, get optimization tips and best practices, and learn the major companies and apps using it.

Visual Search Guide: Who Uses It, Benefits, and Optimization Tips

Plan<ul><li>Big launch at TechCrunch50</li><li>Hire marketing specialists</li><li>Buy AdWords and optimize landing pages</li><li>Set up affiliate marketing programs</li></ul>Results<ul><li>Economic failure. They were acquiring users for $233-$388 and selling them a $99 product.</li><li>This strategy failed because people weren't actively looking for what they were building. Search is a way to harvest demand, not create it.</li></ul>

1st Marketing plan: Paid search

Plan<ul><li dir = "auto">Give users better tools to spread the love &amp; Encourage sharing</li><li dir = "auto">Referral program where both parties get benefits (Inspired by PayPal $5 signup bonus)</li><li dir = "auto">Surveys, split tests, landing page/signup flow optimizations</li><li dir = "auto">Big investment in analytics</li></ul>Results<ul><li>35% of daily singups from referral program</li><li>20% of daily signups from shared folders</li><li>15% month-over-month growth</li></ul>

2nd Marketing plan: Word-of-mouth

<ul><li>Understand how your product fits into your user's life</li><li>Know where your target audience hangs out and speak to them in an authentic way</li><li>Put something in users hands and get real feedback ASAP</li><li>Keep the main thing the main thing. Always focus on improving the product</li></ul>

Takeaways

Startup Lessons Learned Drew Houston @drewhouston 

Workgroup

Early Marketing at Dropbox (2010)

SEO is a method of optimizing the effectiveness of your content for the search engines, in order to help it rank higher than content from other sites that target the same search terms.Google displays web pages in their search results based on the authority and relevance of the page to enhance the user experience.&nbsp;<ul><li>Google determines the relevance of your page by analyzing its content based on several factors, including where and how often you use certain words in that piece of content.</li><li>Google measures authority by the number of links pointing to that page and how trustworthy those links are.</li></ul>

What Is SEO?

Copywriting is the art and science of creating content that prompts the reader/end-user to either buy a product, subscribe to a list, take a test drive, or take some other action that will improve your appeal to the end-user (customers, clients, prospects, readers, etc.).A copywriter is a skilled professional who writes copy for advertisements, promotions, and customer engagement. In the marketing world, they’re often referred to as “creatives.” An SEO copywriter tailors this to online content.

Understanding Copywriting

SEO copywriting is all about creating useful, compelling, and valuable content that targets specific keywords so that other people will gladly promote it on social media platforms.This increases the authority and relevance of your content and improves its ranking in Google for the selected keywords. So when you highly recommend something, Google sees it relevant and you will achieve greater SEO content results.SEO copywriting helps you target your customers and solve their specific problems with well-crafted content.

What is SEO Copywriting?

<ul><li>Site Speed: 40% of people will abandon a web page if it takes more than 3 seconds to fully load. 47% of end-users expect a web page to load in two seconds or less.</li><li>Headline: If your headline is mediocre, your CTR will be low. Headlines that convey a specific message/idea work best with search users. If you want your whole title to be visible in SERP, keep it under 72 characters - this will also increase your CTR.</li></ul>

Elements of SEO Copywriting (#1-#2)

<ul><li>Content: Target keyword phrases. Avoid stuffing keywords &amp; over-optimization. Put the keyword in your headline, &amp; make sure that it reads smoothly. Write a compelling introduction. Understand the reader, then niche down &amp; focus on a particular problem that they are struggling with.&nbsp;</li><li>Meta description: It helps search engines &amp; searchers understand the topic &amp; why your targeted keywords &amp; phrases keep appearing in the content. Google uses it on your page as a snippet when people search for keywords that are relevant to your page. This will determine your CTR, no matter your rank on the SERP.</li></ul>

<ul><li>Keyword Frequency: Keyword frequency means how many times your chosen keywords appear on the web page. It is an important part of SEO content. Avoid on-page optimization mistakes, like keyword stuffing, excessive keyword insertion, &amp; header tag stuffing.</li><li>Page Links: Link to relevant pages within and outside your site in your introduction. Link to more in-depth guides or content on your page or other sites. Link with appropriate anchor text, which flows naturally with the content</li></ul>

Writing for both search engines & people can be tough. In this post, you'll learn how to effectively do SEO copywriting.

SEO Copywriting: How to Write Content For People and Optimize For Google

You have multiple options for identifying the people you want to connect with on LinkedIn. It could be your CRM, maybe using the search function on LinkedIn or setting up alerts on Google.&nbsp;With some of this you’ll have a company name rather than an individual, if that is the case, then search that company on LinkedIn and find the person you need.You might store these names in a notes tool, in a spreadsheet, or maybe a CRM.

Finding Your Targets

You have two avenues to understand your possible connections— their profile and their activity.<ul><li>Take the time to read their profile, look for the things they talk about, the problems they solve and the things that interest them. This information will be critical in starting up a conversation.</li><li>If you look on anyone’s profile, you’ll see the activity section. Focus on the articles and posts tabs. If you can find articles they are the best place to start. This shows the person has put time and effort into this subject, so they will really appreciate anyone that comments on them.</li></ul>

Learn About Your Targets

Start going through their activity and find appropriate posts to comment on. Your comments need to be good. No ‘awesome!’ or ‘thanks’ or ‘interesting’. You need to express an opinion and give them a chance to respond.&nbsp;The goal of commenting is for the person to become aware of you and it needs to be for a good reason. Try and be different but not weird.

Engage With Them

<ol><li>DON’T send them a generic sales message as soon as you connect. It doesn’t work, it prevents long-term engagement and gets you a bad reputation.</li><li>Talk to them.. Ask how they are. Comment on something you have seen that would be relevant to them.</li><li>Offer to help. Don’t sell, offer free advice or value-added content.&nbsp;</li><li>Drip feed in what you do, learn about their success and pains and as you understand the areas you can help them with, start talking about them. Focus on the customer pains. No one cares about what your product does or what you offer, they care about themselves.&nbsp;</li></ol>

Build Rapport With Them

Over the last 6 months on LinkedIn, I’ve quadrupled the views of my profiles, trebled the views of my posts but most importantly, built over 2,000 connections that have led to new clients and some…