cro: back to the basics 101
Post on 17-Aug-2015
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@danielmcgaw #BeAmazing
1 Section One - The Cro Mindset
2 Section Two - Start with a Plan
3 Section Three - Collecting Data
Table of Contents
4 Section Four - Collecting Insights
5 Section Five - Start Testing
Where do You Start?
Where to begin? How do I track the data?How do I setup an A/B test?When do I know if the test is conclusive?
1.The Cro Mindset
1
Not hitting goals?
Do more with less.
Failing is Part of the Game
Follow the Data
2.Start with a Plan
2
Don’t just test to test
Create a backlog
3.Collecting Data
3
Lots of Options
The standard
My preference
They are directly integratedinto most AB testing tools
First we need to build our funnel
KISSmetrics makes this dead simple
Experiments show in funnel reports automagically
Experiments show in funnel reports automagically
Experiments show in funnel reports automagically
Experiments show in funnel reports automagically
Experiments show in funnel reports automagically
4.Collecting Insights
4
Qualitative is important
On-page survey tools
Ask questions at funnel drop off points
How can we help?
Ask questions at funnel drop off points
How can we help?
Are you looking for something we don't have?
Ask questions at funnel drop off points
How can we help?
Are you looking for something we don't have?
Do you need assistance?
Ask questions at funnel drop off points
How can we help?
Are you looking for something we don't have?
Do you need assistance?
How can we improve?
Ask questions at funnel drop off points
How can we help?
Are you looking for something we don't have?
Do you need assistance?
How can we improve?
What is preventing you from purchasing?
UX and Usability testing
Heatmapping
Look at your analytics :)
Use these insights to improve backlog
5.Start Testing
5
What is an A/B Test?
A/B Testing Tools
Add Javascript to site
<script src="//cdn.optimizely.com/js/1488356457.js"></script>
Use their WYSIWYG editor
Use their WYSIWYG editor
Use their WYSIWYG editor
Control (A) Learn More
Variant (B) Buy Now
Use their WYSIWYG editor
Control (A) Variant (B)
21%
Use their WYSIWYG editor
Don’t just test to test
Where do you test first?
Find highest traffic pages
Find highest traffic pages
Test Buttons
Test A Test B
Test Buttons
Test A Test B
Test Images
19%
Test Layouts
Look for Money Pages…
Make Him a Hipster
Find The Money Pages… and Test the Shit Out of Them!
49%in cart adds
Bonus!Don’t screw your test up!
Stay focused
Only change one element at a time
Stick to A/B, not A/B/C testsLow Traffic?
Stick to A/B, not A/B/C testsLow Traffic?
Multi-Variant Testing(lots of changes)
You need lots of traffic, like lots!
Questions?
Dan McGawFounder
Effin Amazing@danielmcgaw
dan@amazingcorps.com
THANK YOU
Dan McGawEffin Amazing
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