sascon 2015 - small changes, big results

Small changes big results.

Dave GowansSASCon 2015.

Bigger tests ≠ Better results

1. Identify a barrier

1. Identify a barrier

2. Find or create a solution

1. Identify a barrier

2. Find or create a solution

3. Present it at the right time

Was there anything that almost stopped you from buying today?

Let Us Know

1. Identify a barrier Price

2. Find or create a solution

3. Present it at the right time

1. Identify a barrier Price

2. Find or create a solution Guarantee

3. Present it at the right time

1. Identify a barrier Price

2. Find or create a solution Guarantee

3. Present it at the right time Product page

Impact

Ease

Impact

Ease

X Test 001

Impact

Ease

X Test 001

X Test 002

Impact

Ease

X Test 001

X Test 005X Test 002

X Test 003

X Test 004

X Test 006

Impact

Ease

X Test 001

X Test 005X Test 002

X Test 003

X Test 004

X Test 006

How to increase impact

1. Identify a barrier Biggest barriers

2. Find or create a solution Effective solutions

3. Present it at the right time When the issue affects the user

Simple, effective changes:

● Headlines

● Tooltips

● Callouts

How to increase ease

● Benefit bars

● Copy

Impact

Ease

1. Identify a barrier

2. Find or create a solution

3. Present it at the right time