Applying Optimization Fundamentals For Major Gains
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Transcript of Applying Optimization Fundamentals For Major Gains
Results:No Statistical DifferenceConfidence:N/ATakeaway:The extra field increased lead quality - so keep it!
@jtrondeau
Top Funnel
Mid Funnel
Bottom Funnel
Engagement metrics, not directlyconnected with business goals.
Robust metrics, directly connected to business goals.
Generally associated with lead generation or ‘relationship’ changing metrics.
@jtrondeau
Protip: Just because a top funnel metric increased at x% doesn’t mean a deep funnel metric will increase at that rate (or increase at all).
BENEFITS OFTESTING MULTIPLEMETRICS
@jtrondeau
#1 GET THE FULL STORYMORE USEFUL METRICS, MORE INSIGHTS
#2 CAN GET INSIGHTS ON LOW SAMPLESIF THERE IS CONSISTENCY BETWEEN PAGES/METRICS YOU MIGHT BE ABLE TO CALL A TEST EARLIER
#3 BETTER ITERATIONSTESTING IS AN ITERATIVE PROCESS, THE MORE DATA YOU HAVE THE MORE YOU CAN IMPROVE.
WHAT CAN ILEARN?
@jtrondeau
DESPITE THE SMALLER SAMPLE SIZE FOR THE DEEPER FUNNEL CONVERSION……THE CONSISTENCY IN ACTIONS OVER 3 PAGES AND 8 DAYS MADE US CONFIDENT THAT THIS TEST WAS COMPLETE.
HOME CATEGORY PRODUCT CART THANK YOU
EVALUATING YOUR FUNNEL WILL
HIGHLIGHT YOUR PROBLEM AREAS
DETAILED FUNNEL ANALYSIS IS YOUR
TEST’S BACKBONE
PROTIP
@jtrondeau
WE CAN SURMISE A LOT FROM QUANTITATIVE DATA……WE DEVELOP HYPOTHESES WHEN WE EVALUATE QUALITATIVE DATA.(WE’LL TALK ABOUT THIS LATER)
PICK PAGESTHAT MATTER
@jtrondeau
#1 HIGH VALUE PAGES WITH A HIGH BOUNCE RATE BOUNCES ARE BAD NEWS BEARS
#2 DEEP FUNNEL PAGESPEOPLE JUMPED THROUGH YOUR HOOPS, BRING THEM HOME
#3 FUNNEL VALLEYSCHECK THE PREVIOUS PAGE TO FIND OUT WHY NO ONE IS MOVING DOWN THE FUNNEL
@jtrondeau
“Netflix considers 90% of what they try to be wrong” -- Mike Moran
“80% of the time you/we are wrong about what a customer wants” -- Avinash Kaushik
Microsoft’s statistic from thousands of controlled experiments: only 10-30% of experiments move the metrics they were
designed to improve”— Ronny Kohavi
@jtrondeau
FACTORS THATIMPACT TEST TIMING
#1 LIFT PERCENTAGEWHAT WAS THE LIFT OR LOSS
#2 CONFIDENCE RATE95% OR BETTER
#3 NUMBER OF VARIANTS2 OR MORE
#4 NUMBER OF VARIANTSTESTED POPULATION PER DAY
@jtrondeau
WORK BACKWARD
#1 PICK TIME PERIOD1-6 WEEKS
#2 RECORD UNIQUE TRAFFICWHAT’S THE TRAFFIC FOR THE TIME PERIOD
#3 NUMBER OF VARIANTSDIVIDE TRAFFIC BY VARIANTS
#4 DESIRED CONFIDENCE95%
#4 CALCULATE LIFT PERCENTAGECAN YOU GET X LIFT? IF YES, DO IT!
CONVERSION RATE OPTIMIZATION ISN’T ABOUTINCREASING CONVERSION
IT’S ABOUT CREATING MEETING USER EXPECTATIONS
WE NEEDDETAILEDUSERRESEARCH
@jtrondeau
#1 HEATMAPSSEE WHERE PEOPLE ARE CLICKING/SCROLLING
#2 USER SURVEYSGET INFORMATION FROM YOUR BEST USERS
#3 SESSION RECORDINGSWATCH EXACTLY HOW PEOPLE INTERACT ON YOUR SITE
#4 USABILITY TESTSGET SITE TESTERS AND ASK FOR FEEDBACK
@jtrondeau
SOME SWEETSURVEYTIPS
#1 ASK A SINGLE QUESTIONIF ASKING FOR MORE, THEN SET TIME CONSTRAINTS
#2 OPEN ENDED = POWERYOU’LL GET LESS RESPONSES, BUT BETTER DATA
#3 KNOW IT’S A SEGMENTTHE TYPE OF PEOPLE WHO ANSWER SURVEYS AREN’T AN ACCURATE REPRESENTATION OF THE WHOLE
@jtrondeau
• Was it was easy to find what you were looking for?• Were the words/vocab used to define categories/sub-categories clear to you?• Do you have any suggestions to improve our website navigation?• Does our website look credible to you?• Is our pricing clear?• Is there anything else you’d like to know before signing up with us?• Will you shop with us again? Why/why not?• Do you think the form has any confusing/unnecessary input fields?
@jtrondeau
QUICKRECAP
#1 CLEAN YOUR DATAMAKE SURE YOU TRUST WHAT’S IN GA
#2 GET A TESTING TECHVWO, OPTIMIZELY, ETC…
#3 GET A QUALITATIVE SOURCEHEATMAPS, SURVEYS, CUSTOMER DATA, ETC…
#4 I.D. PROBLEM PAGES & WHY
#5 RUN TEST & REPORT
@jtrondeau
• Email: [email protected]• Twitter: @jtrondeau• Website: digitalmarketer.com
Justin RondeauDirector of Optimization,
Digital Marketer
THANKS! QUESTIONS?