[cxl live 16] when, why and how to do innovative testing by marie polli
TRANSCRIPT
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WHEN, WHY & HOW TO DO INNOVATIVE TESTING
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3 STRATEGIES FOR BETTER DESIGN
BETTER CR, MORE SALES
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ITERATIVE TESTING
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ITERATIVE TESTING
BUTTON COLOR CHANGE COPY CHANGE DIFFERENT HERO IMAGE REMOVING/ADDING A PIECE OF CONTENT
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ITERATIVE TESTING
BUTTON COLOR CHANGE COPY CHANGE DIFFERENT HERO IMAGE REMOVING/ADDING A PIECE OF CONTENT
ADD, CHANGE OR REMOVE ONE ELEMENT
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THERE'S NO REASON TO LIMIT YOURSELF TO A SINGLE STRATEGY,
BECAUSE THE 3 APPROACHES COMPLEMENT EACH OTHER WELL.
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INNOVATIVE TESTING
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INNOVATIVE TESTING
NAVIGATION CHANGES RADICAL REDESIGN NEW FUNCTIONALITIES, FEATURES COMBINATION OF MULTIPLE CHANGES
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INNOVATIVE TESTING
NAVIGATION CHANGES RADICAL REDESIGN NEW FUNCTIONALITIES, FEATURES COMBINATION OF MULTIPLE CHANGES
ADD, CHANGE OR REMOVE MULTIPLE ELEMENTS
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INNOVATION IS CHANGE THAT UNLOCKS NEW VALUE
JAMIE NOTTER
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WHEN, WHY & HOW IS INNOVATIVE TESTING A
GOOD IDEA?
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#1 WHEN AN ITERATION WONT SUFFICE#2 WHEN YOURE TESTING POTENTIAL IS SMALL
#3 WHEN YOU DONT HAVE MUCH TRAFFIC
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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
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Original CXL Variation
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CR UPLIFT OF 22.33%
Original CXL Variation
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#1 WHEN AN ITERATION WONT SUFFICE
#2 WHEN YOURE TESTING POTENTIAL IS SMALL#3 WHEN YOU DONT HAVE MUCH TRAFFIC
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YOUVE TESTED EVERY ELEMENT ON THE SITE ALREADY
Time spent testing
CR increase detected
CR DIFFERENCE
- STATISTICAL SIGNIFICANCE
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VERY SMALL UPLIFTS (1-5%) ARE ALMOST IMPOSSIBLE TO
MEASURE !
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#1 WHEN AN ITERATION WONT SUFFICE
#2 WHEN YOURE TESTING POTENTIAL IS SMALL
#3 WHEN YOU DONT HAVE MUCH TRAFFIC
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+14.1%STATISTICAL SIGNIFICANCE 36%
~81 481 VISITORS REMAINING
TEST DURATION: 6 WEEKS
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WITH LOW TRAFFIC EVEN 10-30% UPLIFTS ARE IMPOSSIBLE TO
MEASURE!
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WHY#2 ITS STILL A SAFER CHOICE OVER A RADICAL REDESIGN
#1 TO UNCOVER GROWTH POTENTIALS / BIGGER GAINS
#3 ITS MORE FUN
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#1 TO UNCOVER GROWTH POTENTIALS / BIGGER GAINS
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TRANSFORM AND GROW YOUR BUSINESS BY FIRST TESTING OUT
NEW IDEAS ONLINE
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WHY#2 ITS STILL A SAFER CHOICE OVER A RADICAL REDESIGN
#1 TO UNCOVER GROWTH POTENTIALS / BIGGER GAINS
#3 ITS MORE FUN
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#2 ITS STILL A SAFER CHOICE OVER A RADICAL REDESIGN
Original CXL Variation
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#2 ITS STILL A SAFER CHOICE OVER A RADICAL REDESIGN
Original CXL Variation
CR UPLIFT = 61%
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CXL Variation CXL Variation 2
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CXL Variation CXL Variation 2
CR DECREASE = -7%
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WHY#2 ITS STILL A SAFER CHOICE OVER A RADICAL REDESIGN
#1 TO UNCOVER GROWTH POTENTIALS / BIGGER GAINS
#3 ITS MORE FUN
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#3 ITS MORE FUN
HYPOTHESIS LIVE TEST RESULT
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YOULL GET THE WHOLE TEAM EXCITED AND ON BOARD
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HOW#1 MAKE SURE YOUR TESTING PROCESS IS SOLID#2 KEEP DOING QUALITATIVE RESEARCH
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4 QUESTIONS
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1. Is the test based on a data driven hypothesis?
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1. Is the test based on a data driven hypothesis? 2. Does the test design exactly match the
hypothesis?
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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
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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?
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Original CXL Variation
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Original CXL Variation
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Original CXL Variation
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HOW#1 MAKE SURE YOUR TESTING PROCESS IS SOLID
#2 KEEP DOING QUALITATIVE RESEARCH
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#2 KEEP DOING QUALITATIVE RESEARCH
Whats holding you back from completing your purchase today?
YOULL HAVE REAL TIME FEEDBACK IF SOMETHING IS WRONG!
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TESTING STRATEGIESITERATIVE INNOVATIVE
COST
RISK
POTENTIAL BENEFIT
SAMPLE SIZE
LOW
LOW
LESS < ~10%
BIGGER
HIGH (UNLESS LUCKY)
HIGH
~10% < MORE
SMALLER
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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
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Super profitable conversion advice FREE every week!
Marie Polli Twitter: @MariePolli http://conversionxl.com/
Questions?