Post on 22-Jan-2015
description
PRODUCED BY RED DOOR INTERACTIVE | SEPTEMBER 24, 2013
CONVERSION OPTIMIZATION DONE RIGHT!
SHOULD YOU TEST?
SHOULD YOU TEST?
Sound familiar?
• You launch lots of new features, but can rarely quantify the return.
• Underperforming campaigns, low
engagement.
• High shopping cart abandonment.
• Long development cycles
…YES, you should test!
BEFORE YOU START
• Know your KPIs
• Solve your tracking issues (At minimum, know how they’ll affect your tests!)
• Mobile Factors/gotchas- Redirect configuration- Mobile vs. tablet
Before testing, identify (and embrace) the business goals and know that you can trust your results!
A TALE OF TWO MARKETING DEPARTMENTS
A TALE OF TWO MARKETING DEPARTMENTS
BLUE ROAR REACTIVE
BLUE ROAR STRATEGY
Meet Michael, CEO of Blue Roar.
BLUE ROAR DECISION: Redesign the homepage
HIPPO Mentality: Decisions based on Highest Paid Person’s Opinion.
Michael is smart.He’s successful.He’s driven.He’s creative. …but he’s a hippo.
AVOID HIPPO MENTALITY
Blue Roar begins tech and design process to redesign the homepage.
RED DOOR TESTING PROCESS
Red Door Decision: Begin formal process to identify & test high-impact opportunities.
DISCOVERY
The Discovery phase is all about informing your test. Shape your discovery using multiple data sources.
• Best Practices & Consumer research
• Testing case studies• Competitors
• Clickstream / Analytics
• Heatmap /Clickmap• User surveys
• Focus groups• Eye tracking• Persona
development
DEFINE CONVERSION FUNNEL AND ANALYZE DATA
Start with the dataLeverage the Digital analyst!
• Define conversion funnel • Analyze user behavior at each
stage • Ex. High Back button usage,
high bounce/exit rate• Analyze behaviors by user
segment
After identifying behaviors, use other discovery sources to begin forming ideas and hypothesis.
PLANNING THE TEST
1. Tool selection2. Segment identification3. Hypothesis5. Recipes/variations6. Success metric & expected
impact7. Sample size & duration (min &
max)Always keep the goal, audience, and expected impact top of mind!
The outcome of Planning should always be a testing roadmap.
The Planning phase involves researching and documenting potential test opportunities and attributes.
LEVERAGE TECHNOLOGY
FREE…but variations require DEV.
Start at $19-$49 per month.WYSIWYG Editing
Premium features, premium pricing.
BLUE ROAR
...they’re in the web dev process
building the “best new homepage
you’ve ever seen”.
Meanwhile, at Blue Roar…
DETERMINING SUCCESS
Determining Success
Measure
this!Not
this!…even better, measure
both!
Setting the correct success metric can help you reach significance faster.
Desired action with highest volumeLower volume = longer test
Make sure everyone knows how the test will be measured.
Track multiple success eventsEx: Non-bounce, element clicks, page engagements
Confidential Information & Ideation Owned by Red Door Interactive
TESTING ROADMAP
DESCRIPTION URL HYPOTHESIS LIFT LOE DURATION SAMPLE SIZE GOAL MIN. CONFIDENCE1-10 1-10Page CTA color xx ….. 8 1 2 500 xx 85%CTA language xx …… 8 2 2 1000 xx 85%
A testing roadmap ensures unbiased data and informed stakeholders.
Sample Roadmap
Attributes-Test description -URL -Visitors per day-Test hypothesis -Expected lift & LOE -Duration-Sample size -Goal(s)
COMMON PITFALLS IN PLANNING
• Test duration / Sample size
• Lack of consistent message – site-wide and inbound campaigns.
• Lack of segmentation
• Testing too many elements
• Concurrent, conflicting tests
• Measuring the wrong success action
New / Return visitorsCurrent vs. new customersMobile / Tablet / DesktopReferring source
Avoid common pitfalls to maintain integrity in your data.
RED DOOR DISCOVERY & PLANNING
• 80% of traffic enters on the homepage, but bounces just 12% of the time.
• Site engagement continues to trend up, however…
• …just 10% of homepage entrances click to the Contact form.
• Competitors are using a variety of different CTAs for the same button.
In Discovery, Red Door found:
Red Door Decision:
After Discovery & Planning, Red Door determines that increasing form traffic will be the most impactful first test.
CALL TO ACTION TESTS
Proven, quick CTA tests:
• Increase button size• Use bold, contrasting colors• With multiple buttons,
distinguish with size, color.• Build whitespace around
buttons• Remove distractions.• Create urgency (“Now”)• Descriptive, value-based text
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Common CTA tests & CTA Best Practices
RDI Result: 5% lift in form clicks.LOE: 1 week.
EXECUTING THE TEST
1. Communication2. Monitor outside variables3. Ensure consistent messaging4. Monitor variations and
heatmaps >>
Execution primarily involves monitoring results for issues or unexpected impacts.
RED DOOR FORM TESTING
• Reduce fields to fewest possible
• Build confidence & commitment
• Increase trust with locks, trust symbols
• Add imagery (test people vs. product)
• Value Statements: Why should they submit?
RDI Result: Additional 5% lift in conversions.LOE: 1 week
Up next in their roadmap, Red Door proceeds with a Form Optimization test.
UNIVISION FORM TEST
Test: Add indicator to show visitors they had correctly completed each form field.Duration: Two weeksSuccess Measure: Prepaid card signup
CASE STUDY:
Winner: Variation 1; 9.97% conversion increase
CONTROL VARIATION 1
BLUE ROAR HOMEPAGE LAUNCH!
BLUE ROAR NEW HOMEPAGE
BLUE ROAR OLD HOMEPAGE
POST-TEST ANALYSIS
1. Confirm/ Disprove Hypothesis2. Evaluate non-goal click behaviors3. Answer question: “How can we use this going
forward?”4. Distribute and promote findings; quantify business
impact and celebrate successes!
The primary elements of Analysis include:
Every test should result in learning that contributes to strategy.
Proprietary, Confidential Information & Ideation Owned by Red Door Interactive
TESTING YOUR BUTTONS: CASE STUDY
RESULT [unexpected]: 73% more clicks on View Menu buttonDespite less-prominent color, users prefer the lower perceived commitment to start the process
CONTROL VARIATION
Colors and language updated
Client: Rubio’sObjective: Push more users through preferred order flow.Hypothesis: More users exit funnel when they do not select
location first. Pushing users to select location 1st will convert more sales.
RED DOOR VS. BLUE ROAR
Con
vers
ion
sMonths
1 2 3 4
reactive
By Month Four…
• Finally launches new homepage.
• Conversions up 10% from start.
• Incremental testing.• 5% increase in conversions each
month• Up 21.6% from start
GETTING STARTED
Decide to test, Promote Value Internally
Locate High-Impact Opportunities
Pick a Tool
GETTING STARTED
SUGGESTED READING
Suggested
Reading“Waiting for your Cat to Bark” – Bryan Eiesenburg
“Predictably Irrational” – Dan Arielly
“Call to Action” – Bryan Eiesenburg
“Six Principles of Influence” – Robert Cialdini
QUESTIONS?Thank You.
APPENDIX
RED DOOR TESTING PROCESS
DISCOVERY PLANNING
EXECUTIONANALYSIS
Ideation Website behavior Usability testing Competitive analysis Voice of customer
Targeted segments Key performance indicators
Test duration Expected impact Testing roadmap
Business impact Performance by user segment Document findings Incorporate learning
Monitor outside variables Consistent messaging
Monitor variations