UX (USER EXPERIENCE) & A/B TESTING January 2019

A B

in conversion rate

B

15%

1. What is UX/UX DESIGN?

2. Understanding your customers

3. Customer insights and using website data to develop an A/B testing strategy

4. How to start A/B testing on your website

5. Questions

What is UX(User Experience)

User experience design (UX, UXD, UED or XD) is the process of enhancing

user satisfaction by improving the usability, accessibility, and pleasure

provided in the interaction with a product (in this case, websites).

DEFINITION

UX (USER EXPERIENCE/UX DESIGN)

Emphasis on price Product variety

Persistent about value

Defined customer profiles/personas Sales & Promotions focussed

Understanding of different browsing styles (filters) Detailed product photos and information

Understanding Your Customers

Quantitative Research

• How many?• How often?• How much?

Qualitative Research

What questions it addresses:

• Why?

What questions it addresses:

QUANTITATIVE RESEARCH - How many, how often, how much?

Google AnalyticsTraffic, bounce rates, time on site, site search

Heat, Scroll & Click MapsInteraction and user focus

Session RecordingsIdentify friction points and user navigation

Live SurveysFind out why people are leaving

Traffic Insights

Heatmaps Scrollmaps

Session recordings

QUANTITATIVE RESEARCH

QUALITATIVE RESEARCH - Why?

Customer InterviewsDiscover what your customers actually think about your website

Usability TestingGet users to perform specific website tasks and ask questions along the way

Competitor AnalysisTake the time to analyse what competitors are doing

QUALITATIVE RESEARCH

QUALITATIVE RESEARCH

A/B Testing?

A/B TESTING

DEFINITION

A/B testing is a method of comparing two versions of a web page design, or layout against each other to determine which version performs better.

*A/B testing is not limited to just design changes, but also content, imagery and functionality/feature changes

One in every THREEA/B tests is a winning test

A/B TESTING

DATA DRIVENWITHOUT DATA

One in every SEVENA/B tests is a winning test

Live chat logsTechnical questions on high end products

Analytics2x more conversions when starting live chat

HeatmapsUsers not clicking on live chat

Customer Survey“Ted’s are the experts”

A/B TESTING EXAMPLE

A/B TEST

Version A (Original) Version B (Test)

92% increase in live chats

228% increase in revenue

+$8,500 in 4 weeks

TEST OUTCOME

Version A (Original) Version B (Test)

26% improvement in conversion rate for online purchases ~$12,500in additional revenue in less than one week

6.83% Conversion Rate 8.61% Conversion Rate

A/B TESTING EXAMPLES

33% improvement in conversion rate

(Test ran for 1 week)

~$4,000 in additional revenue in less than one

week

A/B TESTING EXAMPLES

Version A (Original) Version B (Test)

How to Start Your A/B Testing

Strategy Today

1. Site search review - identify top searched products and categories and improve visibility (i.e. homepage tiles, menu items, banners etc.)

2. Identify and analyse high traffic pages but low conversion rates, low page value or high bounce rates

3. Install Enhanced eCommerce tracking for additional insights

GOOGLE ANALYTICS REVIEW

1. List out a series of questions to ask your most recent customers (past 3 months)

a. Demographic & Psychographic questions for personasb. Purchase motivationsc. Purchase frictionsd. Which competitors did they compare you againste. What issues did they have with your website and processes

2. Ask open ended questions for better results

3. Aim for at least 200 responses

CUSTOMER SURVEY

1. Setup Crazy Egg & Hotjar to monitor click engagement and scroll activity on key pages (homepage, category and product pages)

2. Compare click activity vs. scroll distance

3. Identify if and what engaging information is being missed by most users

HEAT & SCROLL MAPPING

1. List out your key findings

2. Develop hypothesis for 3-4 a/b tests

3. Wireframe and design each test variation

4. Setup A/B testing tool - VWO (Visual Website Optimiser), Optimizely or A/B Tasty

5. Run your tests one at a time until results are statistically significant

HYPOTHESIS & TEST CREATION

Questions?

Thank You!

Any questions about today’s presentation, user behaviour research, data or getting started with your own A/B Testing plan, please feel free to send me an email or give

me a call on:

E: raimundo@yoghurtdigital.com.au

M: 0432 059 932

Raimundo CampbellHead of Strategy

Phone: 1300 22 99 01

Email: raimundo@yoghurtdigital.com.au

Web: www.yoghurtdigital.com.au

Level 2, Suite 2.0480 Cooper StSurry Hills, NSW 2010ABN: 39 169 144 530

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