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Interesting, although heatmaps for A/B testing is not a new concept. They don't appear to have put much thought in to the actions taken after the findings thoug

Interesting, although heatmaps for A/B testing is not a new concept. They don't appear to have put much thought in to the actions taken after the findings though. Being surprised that more people go to "Pricing" than "Sign up" is a little odd. People generally will look to maximise information and minimise commitment in this context, "Sign Up" promises some potential kind of work/commitment/lock in. Replacing that with a link to a video seems to miss the point - people are clearly interested in a specific kind of information (pricing, commitment costs - the main potential deal breaker) and by making this change - you're still not giving it to them. Now maybe you want to try and hook people in the belief that if it looks cool enough, that'll override what would have been a problematic price point - that, of course, would be a much more interesting A/B test - up front pricing or concealed...

paraschopra 16y ago
What you describe is exactly what we have come to believe. Based on their earlier experience with online tools, people probably have a "threshold" on what they are willing to spend. No matter how cool the tool is or what value it brings to the table, they want to first make sure that they can afford it (before deep diving into learning if they really want it). Replacing 'Sign up' with 'Video' makes sense because the pricing link is still there. So visitors who want to see pricing can go there directly. What we observed was that the homepage doesn't convey full potential of the tool so putting up a video link probably helps those visitors who aren't that price conscious.
- kolektiv 16y ago
  Yes, I can see that as a valid approach. The differentiated test I might try though is to put pricing directly on the home page. It doesn't need to be the main item, but as a test it might be interesting. As you say, some percentage of people need to know price first of all - there's no point expending energy evaluating and understanding a tool only to find out that you can't afford it anyway. Of course, this then gets in to price differentiation - there may be an argument to say that you could have two sites, one more "enterprise" focused, where features and capability are primary, and the price is high, and one more focused around lower level users, making the price a key selling point.

paraschopra 16y ago

What you describe is exactly what we have come to believe. Based on their earlier experience with online tools, people probably have a "threshold" on what they are willing to spend. No matter how cool the tool is or what value it brings to the table, they want to first make sure that they can afford it (before deep diving into learning if they really want it). Replacing 'Sign up' with 'Video' makes sense because the pricing link is still there. So visitors who want to see pricing can go there directly. What we observed was that the homepage doesn't convey full potential of the tool so putting up a video link probably helps those visitors who aren't that price conscious.

kolektiv 16y ago
Yes, I can see that as a valid approach. The differentiated test I might try though is to put pricing directly on the home page. It doesn't need to be the main item, but as a test it might be interesting. As you say, some percentage of people need to know price first of all - there's no point expending energy evaluating and understanding a tool only to find out that you can't afford it anyway. Of course, this then gets in to price differentiation - there may be an argument to say that you could have two sites, one more "enterprise" focused, where features and capability are primary, and the price is high, and one more focused around lower level users, making the price a key selling point.