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CC 066: A/B Split Testing For Content Marketers With Nick Disabato

On today’s show, I’m delighted to welcome Nick Disabato, the writer, designer and A/B testing expert - and author of The A/B Testing Manual. A/B testing is the scientific method applied to making conversion changes on your website, and Nick’s 'Draft' Design Consultancy has a proven track record of using research driven A/B testing to increase revenue for his e-commerce clients.

In this episode, we tap into Nick’s specialist knowledge so we can make meaningful conversion decisions on our own business websites - and I found the whole conversation to be fascinating.

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Nick's Backstory

Nick got into A/B testing somewhat by accident. He was thinking about services he could offer on a retainer basis, and things that could involve design activity in some capacity. For Nick, A/B testing seemed like a really good fit, so he started Draft Revise, which is a now quarterly A/B testing service - and it’s fair to say he hasn’t looked back since.

Nick is a great interviewee and shared a ton of value in this episode - so let's dive in to the show...

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Nick Disabato Cartoon

[Podcast] A/B Split Testing For Content Marketers With Nick Disabato #contentmarketing

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Show Notes

  • Hear about Nick’s background and how he fell into A/B testing by accident
  • Learn some of the common mistakes made when doing A/B testing
  • Understand the fundamentals and goals of A/B testing for your website
  • Find out how Google Analytics can work for your website and how to properly use it
  • Discover Nick’s top affordable tools for small businesses to use for A/B testing
  • Learn why behaviour recordings can be a powerful tool for understanding real world behaviour
  • Understand how to use heuristic evaluations for your website
  • Find out how to effectively find candidates and schedule user interviews
  • Discover Nick’s tips on putting together an effective qualitative user survey

  • Plus! The PS Question! Nick shares an advanced A/B testing tactic you can use right after the show!

Resources Mentioned In This Episode

> Nick Disabato’s website — https://draft.nu/

> Nick’s Twitter — https://twitter.com/nickd

> Visual Website Optimizer — https://vwo.com/

> Optimizely — https://www.optimizely.com/

> Hot Jar — https://www.hotjar.com/

> Mouseflow — https://mouseflow.com/

> Crazy Egg — https://www.crazyegg.com/

> User Testing — https://www.usertesting.com/

> ConversionXL — https://conversionxl.com/

> Copy Hackers — https://copyhackers.com/

> Ethnio — https://ethn.io/

> Calendly — https://calendly.com/

> Typeform — https://www.typeform.com/

> Wufoo — https://www.wufoo.com/

> The AB Testing Manual — https://draft.nu/manual/ or abtestingmanual.com

> Weekly Newsletter — https://draft.nu/letters

The 6 Brain Audit questions:


1. What was the obstacle that would’ve prevented you from buying this product or service?


2. As a result of buying the product or service, what did you find?


3. Which specific feature do you like most about the product or service?


4. What are three other benefits about this product or service?


5. Would you recommend this product or service? If so, why?


6. Is there anything else you’d like to add?

Click here to view the full transcript

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