cro: back to the basics 101

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Dan McGaw EffinAmazing.com - Head of Analytics CRO 101: Back to the basics

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Page 1: CRO: Back to the Basics 101

Dan McGawEffinAmazing.com - Head of Analytics

CRO 101: Back to the basics

Page 2: CRO: Back to the Basics 101

@danielmcgaw #BeAmazing

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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

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Where do You Start?

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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?

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1.The Cro Mindset

1

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Not hitting goals?

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Do more with less.

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Failing is Part of the Game

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Follow the Data

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2.Start with a Plan

2

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Don’t just test to test

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Create a backlog

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3.Collecting Data

3

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Lots of Options

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The standard

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My preference

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They are directly integratedinto most AB testing tools

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First we need to build our funnel

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KISSmetrics makes this dead simple

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Experiments show in funnel reports automagically

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Experiments show in funnel reports automagically

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Experiments show in funnel reports automagically

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Experiments show in funnel reports automagically

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Experiments show in funnel reports automagically

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4.Collecting Insights

4

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Qualitative is important

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On-page survey tools

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Ask questions at funnel drop off points

How can we help?

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Ask questions at funnel drop off points

How can we help?

Are you looking for something we don't have?

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Ask questions at funnel drop off points

How can we help?

Are you looking for something we don't have?

Do you need assistance?

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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?

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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?

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UX and Usability testing

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Heatmapping

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Look at your analytics :)

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Use these insights to improve backlog

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5.Start Testing

5

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What is an A/B Test?

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A/B Testing Tools

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Add Javascript to site

<script src="//cdn.optimizely.com/js/1488356457.js"></script>

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Use their WYSIWYG editor

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Use their WYSIWYG editor

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Use their WYSIWYG editor

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Control (A) Learn More

Variant (B) Buy Now

Use their WYSIWYG editor

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Control (A) Variant (B)

21%

Use their WYSIWYG editor

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Don’t just test to test

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Where do you test first?

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Find highest traffic pages

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Find highest traffic pages

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Test Buttons

Test A Test B

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Test Buttons

Test A Test B

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Test Images

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19%

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Test Layouts

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Look for Money Pages…

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Make Him a Hipster

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Find The Money Pages… and Test the Shit Out of Them!

49%in cart adds

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Bonus!Don’t screw your test up!

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Stay focused

Only change one element at a time

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Stick to A/B, not A/B/C testsLow Traffic?

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Stick to A/B, not A/B/C testsLow Traffic?

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Multi-Variant Testing(lots of changes)

You need lots of traffic, like lots!

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Calling tests too early

http://Getdatadriven.com

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Questions?

Dan McGawFounder

Effin Amazing@danielmcgaw

[email protected]

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THANK YOU

Dan McGawEffin Amazing