{"id":1266,"date":"2011-02-15T16:32:09","date_gmt":"2011-02-15T11:02:09","guid":{"rendered":"https:\/\/vwo.com\/blog\/?p=1266"},"modified":"2026-04-14T18:36:34","modified_gmt":"2026-04-14T13:06:34","slug":"appsumo-ab-testing-secret","status":"publish","type":"post","link":"https:\/\/vwo.com\/blog\/appsumo-ab-testing-secret\/","title":{"rendered":"Appsumo Reveals its A\/B Testing Secret: Only 1 Out of 8 Tests Produce Results"},"content":{"rendered":"\n

This is the 2nd article in the series of interviews and guest posts we are doing on this blog regarding A\/B testing<\/a> and <\/em>conversion rate optimization<\/em><\/a>. In the first article, we interviewed Oli from Unbounce on Landing Pages Best Practices.<\/em><\/p>\n\n\n\n

Editor\u2019s note<\/strong>: This guest post is written by Noah Kagan, founder of web app deals website Appsumo<\/a>. I have known Noah for quite some time and he is the go-to person for any kind of marketing or product management challenges. You can follow him on Twitter @noahkagan<\/a>. In the article below Noah shares some of the A\/B testing secrets and realities that he discovered after doing hundreds of tests on Appsumo.<\/p>\n\n\n\n

Download Free: A\/B Testing Guide<\/strong><\/span><\/a><\/em><\/p>\n\n\n

Only 1 out of 8 A\/B tests have driven significant change<\/strong><\/b><\/h2>\n\n\n

AppSumo.com reaches around 5,000 visitors a day. A\/B testing has given us some dramatic gains such as increasing our email conversion<\/a> over 5x and doubling our purchase conversion rate<\/a>.<\/p>\n\n\n\n

However, I wanted to share some harsh realities about our testing experiences. I hope sharing this helps encourage you not to give up on testing and get the most out of it. Here\u2019s a data point that will most likely surprise you:<\/p>\n\n\n\n

\n

Only 1 out of 8 A\/B tests have driven significant change.<\/i><\/p>\n<\/blockquote>\n\n\n\n

That\u2019s preposterous. Not just a great vocabulary word but a harsh reality. Here are a few tests from us that I was SURE would produce amazing results only to disappoint us later.<\/p>\n\n\n

A\/B test #FAIL 1<\/strong><\/b><\/h2>\n\n\n

Hypothesis<\/em>: Title testing. We get a lot of traffic to our landing page and having a more clear message will significantly increase conversions.<\/p>\n\n\n

\n
\"first<\/figure>\n<\/div>\n\n
\n
\"second<\/figure>\n<\/div>\n\n
\n
\"third<\/figure>\n<\/div>\n\n\n

Result<\/em>: Not-conclusive. We\u2019ve tried over 8 versions and so far not one has produced any significant improvement.<\/p>\n\n\n\n

Why it failed<\/em>: People don\u2019t read. (Note: the real answer here is \u201cI don\u2019t know why it didn\u2019t work out, that\u2019s why I\u2019m doing AB testing\u201d)<\/p>\n\n\n\n

Suggestion<\/em>: We need more drastic changes to our page like showing more info about our deals or pictures to encourage a better conversion rate.<\/p>\n\n\n

A\/B test #FAIL 2<\/strong><\/b><\/h2>\n\n\n

Hypothesis<\/em>: Having a tweet for a discount pop up in a light-box vs someone having to click a button to tweet. Assumed reducing a click and putting it (annoyingly) in front of someone\u2019s face would encourage more tweets.<\/p>\n\n\n

\n
\"an<\/figure>\n<\/div>\n\n\n

Result<\/em>: 10% decrease with light-box version.<\/p>\n\n\n\n

Why it failed<\/em>: ANNOYING. Totally agree. Also, it was premature as people had no idea about it nor were interested in tweeting at that moment.<\/p>\n\n\n\n

Suggestion<\/em>: Better integrate people\u2019s desire to share into our site design.<\/p>\n\n\n

A\/B test #FAIL 3<\/strong><\/b><\/h2>\n\n\n

Hypothesis<\/em>: A discount would encourage more people to give us their email on our landing page.<\/p>\n\n\n

\n
\"a\/b<\/figure>\n<\/div>\n\n\n

Result<\/em>: Fail. Decreased conversion to email on our landing page.<\/p>\n\n\n\n

Why it failed<\/em>: An email is a precious resource and we are dealing with sophisticated users. Unless you are familiar with our brand which is a small audience then you aren\u2019t super excited to trade your email for % off.<\/p>\n\n\n\n

Suggestion<\/em>: Give away $ instead of % off. Also, offer the % off with examples of deals so they can see what they could use it for.<\/p>\n\n\n\n

Explore: A\/B Testing Tools<\/strong><\/a><\/span><\/em><\/p>\n\n\n

Thoughts on failed A\/B tests<\/strong><\/b><\/h2>\n\n\n

All of these were a huge surprise and a disappointment for me.<\/p>\n\n\n\n

How many times have you said, \u201cThis experience is 100x better, I can\u2019t wait to see how much it beats the original version?\u201d<\/p>\n\n\n\n

A few days later you check your testing dashboard<\/a> to see it actually LOSING.<\/p>\n\n\n\n

Word of caution. Be aware of premature e-finalization. Don\u2019t end tests before data is finalized (aka statistically significant<\/a>).<\/p>\n\n\n\n

I learned the majority of my testing philosophy at SpeedDate where literally every change is tested and measured. SO MANY times my tests initially blew the original version away only to find out a few days later that a) the improvement wasn\u2019t as amazing after all or b) it actually lost.<\/p>\n\n\n

How can you get the most out of your tests?<\/strong><\/b><\/h2>\n\n\n

Some A\/B testing tips based on my experience:<\/p>\n\n\n\n

    \n
  • Weekly iterations<\/strong>. This is the most effective way I\u2019ve found to do A\/B testing.\n
      \n
    • Pick only 1 thing you want to improve. Let\u2019s say it\u2019s conversion rate to buying on the first-time visitors<\/li>\n\n\n\n
    • Get a benchmark of what that conversion rate is<\/li>\n\n\n\n
    • Do 1-3 tests per week to increase that<\/li>\n\n\n\n
    • Do it every week until you hit some internal goal you\u2019ve set for yourself<\/li>\n<\/ul>\n<\/li>\n\n\n\n
    • Most people test 80 different things instead of 1 priority over and over. It simplifies your life.<\/li>\n\n\n\n
    • Patience<\/strong>. Realize to get results it may take a few thousand visits or 2 weeks. Pick bigger changes to test so you aren\u2019t waiting around for small improvements.<\/li>\n\n\n\n
    • Persistence<\/strong>. Knowing that 7 out of 8 of your tests will produce insignificant improvements should comfort you that you aren\u2019t doing it wrong. That\u2019s just how it is. How badly do you want those improvements? Stick with it.<\/li>\n\n\n\n
    • Focus on the big<\/strong>. I say this way too much but you still won\u2019t listen. Some will and they\u2019ll see big results from this. If you have to wait 3-14 days for your A\/B tests to finish then you\u2019d rather have dramatic changes like -50% or 200% than a 1-2% change. This may depend on where you are in your business but likely you aren\u2019t Amazon so 1% improvements won\u2019t make you a few million dollars more.<\/li>\n<\/ul>\n\n\n\n

      If you like this article follow @appsumo for more details and check out Appsumo.com for fun deals.<\/p>\n\n\n\n

      Editor\u2019s note<\/strong>: Hope you liked the guest post. It is true that many A\/B tests produce insignificant results and that\u2019s precisely the reason that you should be doing A\/B testing all the time. For the next articles in this series, if you know someone whom I can interview or want to contribute a guest post yourself, please get in touch with me (paras@wingify.com).<\/p>\n","protected":false},"excerpt":{"rendered":"

      This is the 2nd article in the series of interviews and guest posts we are doing on this blog regarding A\/B testing and conversion rate optimization. In the first article, we interviewed Oli from Unbounce on Landing Pages Best Practices. Editor\u2019s note: This guest post is written by Noah Kagan, founder of web app deals…<\/p>\n","protected":false},"author":14,"featured_media":55810,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_read_time":5,"footnotes":""},"categories":[1850],"tags":[],"feature":[1852,10526],"industry-type":[],"product":[10626],"role":[10632],"region":[],"class_list":["post-1266","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-conversion-rate-optimization","feature-ab-testing","feature-experimentation-platform"],"acf":[],"yoast_head":"\nLearn The A\/B Testing Secret Revealed by Appsumo | VWO<\/title>\n<meta name=\"description\" content=\"In this post, learn more about Appsumo's A\/B Testing Secret and some harsh reality about its testing experiences.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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I have a background in machine learning and am a gold medalist from Delhi College of Engineering. I have been featured twice in the Forbes 30 under 30 list - India and Asia. I'm an entrepreneur by profession and my curiosity is wide-ranging. Follow me at @paraschopra on Twitter. You can email me at paras@wingify.com","sameAs":["https:\/\/invertedpassion.com\/","https:\/\/in.linkedin.com\/in\/paraschopra","https:\/\/x.com\/paraschopra"],"url":"https:\/\/vwo.com\/blog\/author\/paraschopra\/"}]}},"_links":{"self":[{"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/posts\/1266","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/users\/14"}],"replies":[{"embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/comments?post=1266"}],"version-history":[{"count":33,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/posts\/1266\/revisions"}],"predecessor-version":[{"id":107848,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/posts\/1266\/revisions\/107848"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/media\/55810"}],"wp:attachment":[{"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/media?parent=1266"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/categories?post=1266"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/tags?post=1266"},{"taxonomy":"feature","embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/feature?post=1266"},{"taxonomy":"industry-type","embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/industry-type?post=1266"},{"taxonomy":"product","embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/product?post=1266"},{"taxonomy":"role","embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/role?post=1266"},{"taxonomy":"region","embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/region?post=1266"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}