A/B testing applications – Performable review

URL: http://www.performable.com/

A/B testing and landing pages are one of Performable’s service offerings, and bring a number of useful features to the table. As with Unbounce, they have a predefined tried and tested series of templates for your product or service that can be customised, and they also allow you to pull in one of your own webpages, so the design and look and feel can be created outside of the platform. They have taken care to ensure that the existing scripts etc. that run on your page will continue to run, regardless, and all you have to worry about is the actual changes that you want to make.

Parts of your page can then be identified for A/B tests, and changed on the fly all within the interface.  Multiple variations can be created on both custom and hosted domains, and the ability is there to upload your work to your own domain when running the tests. Google Analytics integration is also available, so you can measure and track on both platforms how your pages are performing. Multiple tests can easily be created by cloning your work, making the amendments, and saving – making the product extremely fast and intuitive to use.

Performable not only offer marketeers an A/B testing platform, but also have two other extremely interesting product offerings. Firstly they have what they term ‘Multi-channel’ analytics, a way of keeping track of users not only on your website, but across all channels. This includes collation of data from web, social media, mobile, and email marketing to provide statistics on the full customer and visitor experience of your brand, rather than the traditional viewpoint of just looking at your website. This allows you to work out exactly what actions you’ve taken end up as conversions, without studying reports for hours on end.  This ’lifecycle analytics’ approach lets you see the full experience, sometimes across years, between first click and most recent conversion (on and off your site). Their lifecycle product also allow you to define trackable ‘events’ such as ‘Visited URL’, ‘Clicked Event’, ‘Submitted Form’ or ‘Custom Event’ based on jQuery selectors so you can easily track micro conversions on your site as well, catering for both techy nerds or the technically challenged alike.

Their email automation is a pretty clever piece of kit too. Due to the fact that email is directly tied to your analytics, Performable are able to automate emails based on behaviour of your visitors. For example, Lets say someone signs up for your free trial, but never uses it.  You can automate an email that will send only to the subset that hasn’t used it by the end of the trial period, if they respond and view the trial website again — you can send them a special offer. Without having to think about it.

Here’s another.  Say someone signs up for your service (if you’re a Saas company) and then goes and advocates for you on twitter… you can send them a thank you, auto magically. The video below explores more in depth walkthrough’s of their engage platform.

All in all Performable offers a new way of looking at your marketing efforts. The simplicity of setup, and data collation will be sure to to make a difference to many online businesses bottom line, and focus teams on monitoring micro and macro conversions easily.

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Filed in: Reviews
Tagged with: A/B testing • A/B tests • performable • slider • unbounce