Actually quite an exaggerated ca

[hasan018542]

My name is Will Critchlow. I'm the founder and CEO at SearchPilot. We run tons of SEO tests, and if you've ever seen me speak on one of these before or on a bigger stage, you have probably heard me talk about a lot of winning tests, those nice situations where you run an A/B test and you get an uplift and you get to celebrate. Today, we're going to be talking about losing tests. So these can be the negative ones or the ineffective changes, the ones where you just couldn't prove an impact in either direction.


So this is fundamentally that situation where you find an insight. It usa business email list might be keyword research. It might be from technical auditing of the site, whatever it might be. You have a theory. You have a hypothesis or something that is going to benefit your website. You implement the change as a result, and you fall flat on your face. You fail spectacularly, and your test result data looks a little bit like this.



Now, this is ase. A lot of the failures that we see are -2%, -3%, or just flat line, and those -2% and -3% type ones can be really hard to pick up without scientifically controlled testing, which is what we focus a lot of our time on, on really big websites. They can really add up. If you are continuously rolling out those little negative changes through the course of the year, it can really be a drag on your SEO program as a whole.