WHEN, WHY & HOW TO DO INNOVATIVE TESTING

3 STRATEGIES FOR BETTER DESIGN

BETTER CR, MORE SALES

ITERATIVE TESTING

ITERATIVE TESTING

BUTTON COLOR CHANGE COPY CHANGE DIFFERENT HERO IMAGE REMOVING/ADDING A PIECE OF CONTENT

ITERATIVE TESTING

BUTTON COLOR CHANGE COPY CHANGE DIFFERENT HERO IMAGE REMOVING/ADDING A PIECE OF CONTENT

ADD, CHANGE OR REMOVE ONE ELEMENT

THERE'S NO REASON TO LIMIT YOURSELF TO A SINGLE STRATEGY,

BECAUSE THE 3 APPROACHES COMPLEMENT EACH OTHER WELL.

INNOVATIVE TESTING

INNOVATIVE TESTING

NAVIGATION CHANGES RADICAL REDESIGN NEW FUNCTIONALITIES, FEATURES COMBINATION OF MULTIPLE CHANGES

INNOVATIVE TESTING

NAVIGATION CHANGES RADICAL REDESIGN NEW FUNCTIONALITIES, FEATURES COMBINATION OF MULTIPLE CHANGES

ADD, CHANGE OR REMOVE MULTIPLE ELEMENTS

INNOVATION IS CHANGE THAT UNLOCKS NEW VALUE

JAMIE NOTTER

WHEN, WHY & HOW IS INNOVATIVE TESTING A

GOOD IDEA?

#1 WHEN AN ITERATION WONT SUFFICE#2 WHEN YOURE TESTING POTENTIAL IS SMALL

#3 WHEN YOU DONT HAVE MUCH TRAFFIC

BASICS ARE OFF: New customers dont understand what the site is about, who is it for and whats the first thing they should do there.

MESSY NAVIGATION: Visitors are unable to find the product/service they need

etc

Original CXL Variation

CR UPLIFT OF 22.33%

Original CXL Variation

#1 WHEN AN ITERATION WONT SUFFICE

#2 WHEN YOURE TESTING POTENTIAL IS SMALL#3 WHEN YOU DONT HAVE MUCH TRAFFIC

YOUVE TESTED EVERY ELEMENT ON THE SITE ALREADY

Time spent testing

CR increase detected

CR DIFFERENCE

STATISTICAL SIGNIFICANCE

VERY SMALL UPLIFTS (1-5%) ARE ALMOST IMPOSSIBLE TO

MEASURE !

#1 WHEN AN ITERATION WONT SUFFICE

#2 WHEN YOURE TESTING POTENTIAL IS SMALL

#3 WHEN YOU DONT HAVE MUCH TRAFFIC

+14.1%STATISTICAL SIGNIFICANCE 36%

~81 481 VISITORS REMAINING

TEST DURATION: 6 WEEKS

WITH LOW TRAFFIC EVEN 10-30% UPLIFTS ARE IMPOSSIBLE TO

MEASURE!

WHY#2 ITS STILL A SAFER CHOICE OVER A RADICAL REDESIGN

#1 TO UNCOVER GROWTH POTENTIALS / BIGGER GAINS

#3 ITS MORE FUN

#1 TO UNCOVER GROWTH POTENTIALS / BIGGER GAINS

TRANSFORM AND GROW YOUR BUSINESS BY FIRST TESTING OUT

NEW IDEAS ONLINE

WHY#2 ITS STILL A SAFER CHOICE OVER A RADICAL REDESIGN

#1 TO UNCOVER GROWTH POTENTIALS / BIGGER GAINS

#3 ITS MORE FUN

#2 ITS STILL A SAFER CHOICE OVER A RADICAL REDESIGN

Original CXL Variation

#2 ITS STILL A SAFER CHOICE OVER A RADICAL REDESIGN

Original CXL Variation

CR UPLIFT = 61%

CXL Variation CXL Variation 2

CXL Variation CXL Variation 2

CR DECREASE = -7%

WHY#2 ITS STILL A SAFER CHOICE OVER A RADICAL REDESIGN

#1 TO UNCOVER GROWTH POTENTIALS / BIGGER GAINS

#3 ITS MORE FUN

#3 ITS MORE FUN

HYPOTHESIS LIVE TEST RESULT

YOULL GET THE WHOLE TEAM EXCITED AND ON BOARD

HOW#1 MAKE SURE YOUR TESTING PROCESS IS SOLID#2 KEEP DOING QUALITATIVE RESEARCH

4 QUESTIONS

1. Is the test based on a data driven hypothesis?

1. Is the test based on a data driven hypothesis? 2. Does the test design exactly match the

hypothesis?

1. Is the test based on a data driven hypothesis? 2. Does the test design exactly match the

hypothesis? 3. Has the test been setup correctly with all

goals attached? HINT: use event tracking and universal integration both

1. Is the test based on a data driven hypothesis? 2. Does the test design exactly match the

hypothesis? 3. Has the test been setup correctly with all

goals attached? HINT: use event tracking and universal integration both

4. Did you perform a proper Q&A check?

Original CXL Variation

Original CXL Variation

Original CXL Variation

HOW#1 MAKE SURE YOUR TESTING PROCESS IS SOLID

#2 KEEP DOING QUALITATIVE RESEARCH

#2 KEEP DOING QUALITATIVE RESEARCH

Whats holding you back from completing your purchase today?

YOULL HAVE REAL TIME FEEDBACK IF SOMETHING IS WRONG!

TESTING STRATEGIESITERATIVE INNOVATIVE

COST

RISK

POTENTIAL BENEFIT

SAMPLE SIZE

LOW

LOW

LESS < ~10%

BIGGER

HIGH (UNLESS LUCKY)

HIGH

~10% < MORE

SMALLER

People who dont take risks

generally make about two big mistakes a year.

People who do take risks

generally make about two big mistakes a year. Peter F. Drucker

Super profitable conversion advice FREE every week!

Marie Polli Twitter: @MariePolli http://conversionxl.com/

Questions?