Don’t Settle For Average

Testing & Optimization

why test & optimize?

meat

tips

case studies

we optimize our daily lives..

emailscommute

morning routines

work environment

my kids

analytics lesson: that’s a lot of kids

two sets of twins

a lot of moving pieceshectic!!!optimizing each = key to successAPPLAUSE!!!

we optimize our daily lives..

emailscommute

morning routines

we often fail to translate to online campaigns

work environment

*Omniture Conversion Optimization Benchmark Survey, July 2009

WOW!!!

$4,946

$54

retail clothing store scenario$5,000 marketing budget

why don’t we test & optimize?

1. don’t know how2. complacent3. red tape4. can’t sell the value

1. don’t know how

start testing

if you don’t miss, you’re not pushing the envelope.

be bold

2. complacent

he’s coming

get optimizing

“a/b testing”

3. red tape

• IT. puts the “it” in “sit”

• creative resources

• budget

Outsource, allocate, or try new tools.

speak the language

persuasive

bottom line

most underrated skill: 4. ability to sell

Traffic

Time

Team

Trust

Technology

5 Ts of Testing

5 Ts of Testing

rate of optimization

• traffic

• conversion rate

• # of tests

• % lift/depression

reach statistical significance

faster

red or blue?

A

B

traffic

a/b

traffic• more experts prefer?

• holistic

• big wins/losses

• good start

• more combinations

• synergy in elements

• smaller wins/losses

• good after a/b

conversion factors: good > bad

>motivation

relevance

value proposition

offer

anxiety

friction

technology

exciting!!!

little testing

slow

basic use

under utilized

http://www.mroptimization.com/multivariate-testing-targeting-related-numbers/the-secret-multivariate-testing-vendors-dont-want-you-to-know

unfortunate landscape

it’s the people. not as much the technology.

testing: use common sense

• define goal

• assess current situation

• segment

• impact factor

• type of test

I did not take this picture.This is all hypothetical.To tell a story.I am happily married.

goal: pick up ladies

current situation: no ladies

segment

impact factor: my ride

run through scenario

or

which makes more sense?

leave ego at door

when testing

results will often surprise you

goal >> about page

hypothesis: handsomeness too much

goal >> bounce rate

not enough traffic & conversions

takeaways

• test what you can• VWSO – easy• results sting sometimes• stings… but still fun

X 3.5

Publish Your Book For Free

• 3 simple steps

• Global marketplace

• No risk

• Make money

goal >> consumers to publish book

ppc

assess current situation

takeaways

• sold it• no technology needed• even ugly works• a/b first. mvt next• bottom line

obviously better… or are they?

above the fold

big & bold

shiny button

wrapping it up

• people more than technology.

• learn to sell.

• common sense.

• test & learn.

• have fun.

naoshi@brooksbell.com

www.brooksbell.com

www.naoshiyamauchi.com

@yamalytics (analytics)

@nyamauchi (kids)

Thanks!