qualaroo & optimizely webinar - 5 steps to your first a/b testing win
TRANSCRIPT
5 Steps to Your First A/B Testing Win
Sean Ellis, CEO, Qualaroo (@seanellis)Sean Ellis is the CEO of Qualaroo and founder of GrowthHackers.com. Prior to Qualaroo, Sean held marketing leadership roles with breakout companies including Dropbox, LogMeIn (IPO), Uproar (IPO), Eventbrite and Lookout.
Ryan Lillis, Strategic Optimization Consultant, Optimizely
(@Optimizely)Ryan Lillis is a web conversion optimization specialist who helps Optimizely clients get the most out of their A/B, multivariate testing and targeting campaigns. He has worked in the website optimization space for eight years and has worked with companies as small as 5 people all the way up to Fortune 100 companies.
#winningtests
Why Spend Time on A/B Testing?
$92 dollars spent on acquisition for every $1 on optimization
87% of companies (currently testing) run 1-5 tests per month
Best companies in the world run hundreds per month
Source: Econsultancy & Redeye Conversion Rate Optimization Report 2014
#winningtests
Optimization is a Process
QuantitativeInsights
QualitativeInsightsTesting
#winningtests
Understanding Conversion Optimization Goals
image via: http://www.shayhowe.com/web-design/defining-multivariate-testing/
Brainstorm Test Ideas Make a Small Change See Mixed
or No Results
Typical Testing Process
#winningtests
Ideal Testing Process
User Research Lots of Testing Ideas
QuantitativeInsights
QualitativeInsightsTesting
Continuous Process of Learning
#winningtests
Guessing is Expensive
Top 5 highest bounce rate pages
Top 5 abandonment points in your funnel
Top 5 most valuable pages to your business
#1: Find Your Best Opportunities
#winningtests
1. Look at top landing pages
2. Identify those with high bounce rates
3. Conduct research on those pages
4. Develop tests to improve page performance
Image via: SmartInsights.com
Example: High Bounce Rates
#winningtests
#2: Understand Visitor Needs
Ask and Answer Four Key Questions:!
Why did they come to your website?
What stopped them from converting?
Did they find what they were looking for?
If they did convert, what almost stopped them?
#winningtests
Example: Post Conversion Surveys
#winningtests
Use Data & Insights to Drive Testing
Start small to get a win and validation for process
Test for impact, avoid ‘Meek Tweaking’
Use test result data to inform the next test
#3: Use Data & Insights to Inform Testing
#winningtests
Image via Conversion Rate Experts
Meek Tweaking
#winningtests
Running Your First Tests
Testing Ideas to Start:!
4 Message Tests
4 "Aha Moment" Tests
2 Large Scale Design Tests
#4: Where to Start?
#winningtests
Measure impact through the entire funnel, not just at the page level.
Bigger changes yield faster results.
Different levels of statistical significance will speed up or slow down decision making.
#5: Measuring Success
#winningtests
Putting It All Together
QuantitativeInsights
QualitativeInsightsTesting
Optimization is a Process
#winningtests
1. Plan and run your first five to ten tests.
2. Get your first win.
3. Start the cycle of continuous improvement.
Next Steps
#winningtests
qualaroo.com/beginners-guide-to-cro/
Resources
optimize.ly/datadna
#winningtests
Q & A
#winningtests