Drastically Improve Your Users' Online Experience With A/B Testing
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Transcript of Drastically Improve Your Users' Online Experience With A/B Testing
Drastically Improve Your Users’ Online Experiences With A/B Testing
HOSTED BY: &
Your Presenters
▸ Samantha Kerr• CRO Manager at
Hanapin Marketing
• PPC Hero Blogger
• @samantha__kerr
▸ Kate Wilcox• CRO Coordinator
at Hanapin Marketing
• PPC Hero Blogger• @katewilcoxppc
▸ Duane Brown• Performance
Marketer at Unbounce
• Hero Conf Speaker• @duanebrown
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Join the conversation
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Include the hashtag #thinkppc in your Twitter tweets.
Or use the webinar question box to send us questions.
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Who is Hanapin?• Run the world’s most popular PPC
blog and conference.• We manage and optimize global paid
search, paid social, and display programs.
• Within 12 months, brands can expect a 250% increase in their growth trajectory.
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Our Clients
Live Poll question #1
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How long have you been in PPC?#thinkppc
A.Less than 1 yearB.1-3 yearsC.3-5 yearsD.5+ years
Live Poll question #1
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How long have you been doing CRO?#thinkppc
A.Less than 1 yearB.1-3 yearsC.3-5 yearsD.5+ years
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Our job is to make the customer experience better. An increased CR is a by product in the end.
Why Do We Test…
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Why You Would Do Testing➔ Increase performance
➔ Customer insights
➔ Rotate offers (remove banner blindness)
There is always room for improvement…. If you’ve enough traffic to run tests.
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Why You Would Not Do Any Testing
➔ Risk: You don’t know if you’ll do better or worse.
➔ You don’t have enough traffic
There is no reward if you don’t take any kind of risk.
A/B Testing
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What to A/B Test?How do you capitalize on that –Hypothesis:
• In science, a hypothesis is an idea or explanation that you then test through study and experimentation.
• What do you think will happen?• …okay to be wrong.
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Define SuccessKnow what the end looks like:
• Once a test is live. Netflix starts tracking success metrics:
Streaming hours AND Retention
• Increased sales• Increased VOV• More downloads• Better Lead
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Let data lead the way. Don’t let a HIPPO dictate the path to success.
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Opportunity• Sample Size
• Size of Opportunity
• Confidence level: 95%?• Margin of error• Run test for 2-3 weeks at
least
• Control vs. Treatment group
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A/B Tests 201• Changing a button or colours
• Can you? Sure. Should you?
• Small changes vs. large changes
• Radical different designs helps drive faster change as you can see what works
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Better Experiences• Create better experiences for
your customers
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Old Design
New Design
Conversion Rate2.3 % VS 8.7%
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New Design
Using Eisenberg
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Eisenberg Hierarchy of Optimization
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Does it work?• Elements with no action
• Goal accomplishment
Fix it, don’t test it.
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Can everyone reach the site?
• 404 errors
• Age
• Device
16% CR lift
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Can users understand how to use the site?
• Navigation
• Stereotype elements
57.09% lift in element engagement
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Does it flow?• Narrative
• Language
• “Keep it simple stupid”
• Answer questions
• Build confidence
92.78% CR lift120.32% lift in call
rate
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Is the site motivating?• Motivation
• Psychology
• Messaging & imagery 76% lift page engagement
120% lift in download rate
Tips & Tricks
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Best Practices Are Guidelines.• And “hacks” should be tested. Always.
• 17.82% drop in call rate• 5.05% drop in form submission
rate
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Hotjar + Customer Form• Finding bugs
• Filling out forms
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Never forget your users.• Conversions don’t exist without human
beings.
• Data can lead you in the right direction, but you have to remember that the data was created by people.
• “But, why?”
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Keep it simple.• When A/B testing – only change one thing
>1 change = no validity or causationBad juju
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But sometime complex is fun.• Multivariate tests can combine your efforts.• Hello efficiency!• Need traffic…
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A/B Testing Tips• Be data informed; not gut or
personal opinion.• Netflix = hours of play &
retention• Unbounce = customer signups
• Don’t test too much at once. Dirty Data.
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HomeworkNetflix: https://channels.theinnovationenterprise.com/presentations/quasi-experimentation-at-netflix-beyond-a-b-testing
www.slideshare.net/xamat/netflix-recommendations-beyond-the-5-stars
Would you like an offer?
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A. Yes! I'd like a copy of Unbounce's new e-book “The 7 Principles of Conversion-Centered Design"
B. Get an account analysis by the experts at Hanapin (For accounts spending 15k+/month)
C. No Thanks!
Live Q&A Time!
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Contact us Directly:
Hanapin Feedback: [email protected]
Unbounce Feedback: [email protected]
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Thank you for attending our webinar!