ContentVerve - ConversionXL
Your Test is Only as Good as Your Hypothesis How to Cra! Solid, Data-Driven Hypotheses ConversionXL Live 2015 @ContentVerve If we get a responsive website, we’ll make more money… @ContentVerve @ContentVerve $$$ Cost of responsive redesign $$$ $$$ Serious loss of revenue $$$ $$$ Cost of “damage control” $$$ $$$ Cost of double work $$$ @ContentVerve @ContentVerve I’m a split test junkie!!! @ContentVerve Dumbass… @ContentVerve A solid test hypothesis is an informed solu"on to a real problem - not an arbitrary guess. @ContentVerve It’s the star"ng point for further research. @ContentVerve 1. The change you want to make 2. How this change will affect your prospects 3. The impact you expect to see as a result @ContentVerve 1. The change you want to make 2. How this change will affect your prospects 3. The impact you expect to see as a result @ContentVerve X into, ______ X I can get more By changing ______ X and thus increase ______. X prospects to ______ @ContentVerve Hardwire Your Brain to Think in Hypotheses @ContentVerve Think in terms of “op"miza"on hypotheses” not “test hypotheses” @ContentVerve And now….. A Really Stupid A/B Test! @ContentVerve @ContentVerve @ContentVerve @ContentVerve Control: Treatment: 2 months data & 490 downloads @ContentVerve Control: Treatment: 2 months data & 490 downloads No Real Difference @ContentVerve @ContentVerve @ContentVerve 40% Check prices 37% Learn more 23% Book @ContentVerve 40% Tjek prices 37% Learn more 23% Book @ContentVerve By adding a pricing page, I can bridge a serious gap in the decision-making process, mo"vate more prospects to say yes and thus increase the number of leads. @ContentVerve @ContentVerve X into, ______ X I can get more By changing ______ X and thus increase ______. X prospects to ______ @ContentVerve Total number of days to run the test: 314 days @ContentVerve If I can get a li# of 33% Total number of days to run the test: 35 days @ContentVerve @ContentVerve @ContentVerve @ContentVerve By adding a privacy policy, I can reduce fric"on, get more prospects to give me their info, and thus increase sign-ups. @ContentVerve Control: Treatment: 100% privacy - we will never spam you! @ContentVerve Control: Treatment: 18.70% drop in sign-‐ups Sta$s$cal Confidence Level 96% @ContentVerve By removing the word “spam” and adding a guarantee, I can reduce fric"on, get more prospects to give me their info, and thus increase sign-ups. @ContentVerve Control: Treatment: We guarantee 100% privacy. Your information will not be shared @ContentVerve Control: Treatment: 19.47% increase in sign-ups Sta$s$cal Confidence Level 96% @ContentVerve By removing the guarantee, and adding the word “spam” I can increase fric"on, get less prospects to give me their informa"on, and thus decrease sign-ups. @ContentVerve @ContentVerve 24% drop in downloads Sta$s$cal Confidence Level 99% 1 month of data / 349 conversions @ContentVerve 1. Conduct Research 2. Hypothesize 3. Create Treatment 4. Test Treatment 5. Analyze 6. Run Follow-Up Experiment @ContentVerve 1. Conduct Research 2. Hypothesize 3. Create Treatment 4. Test Treatment 5. Analyze 6. Run Follow-Up Experiment @ContentVerve 1. Conduct Research 2. Hypothesize 3. Create Treatment 4. Test Treatment 5. Analyze 6. Run Follow-Up Experiment @ContentVerve Conversion Research @ContentVerve Device Category Image Removed @ContentVerve Browser Image Removed @ContentVerve Browser - Desktop Sessions Image Removed @ContentVerve Other reports: Top landing pages Site Search New vs. returning Nav overview Site Speed Unbounced sessions Unbounced pr. device New vs. returning pr. device Learn to use advanced segments! @ContentVerve Slides Removed Home Page Category Page Product Page Cart Checkout Confirma"on @ContentVerve Home Page Category Page Product Page Cart Checkout Confirma"on @ContentVerve By reorganizing the product page content, I can create a more logical user expereince, reduce cogni"ve fric"on, get more prospects to configure a product and thus increase purchases. @ContentVerve @ContentVerve Top-Selling Product Categories @ContentVerve Top-Selling Products @ContentVerve @ContentVerve Slide Removed 1. 2. 80% drop off 3. 54% drop off 4. 14% drop off 5. 66% drop off 6. 4% drop off @ContentVerve How to Build Funnels Manually Go to “All Pages” in GA Type URL Structure Write Down Unique Pageviews @ContentVerve @ContentVerve @ContentVerve @ContentVerve “In the economy of ac"on, effort is a cost… Laziness is built deep into our system.” - Daniel Kahneman @ContentVerve @ContentVerve @ContentVerve @ContentVerve @ContentVerve @ContentVerve @ContentVerve Al? @ContentVerve Michael [email protected] Al? Al? Daddy? @ContentVerve @ContentVerve @ContentVerve @ContentVerve Run Clean Tests, So You Are Acutally Ge$ng Insight! @ContentVerve @ContentVerve @ContentVerve Slide Removed Qualita"ve Research @ContentVerve Interviews with: - Customers / Poten"al customers - Sales - Customer service / support @ContentVerve Interviews with: - Customers / Poten"al customers - Sales - Customer service / support @ContentVerve Sales 1. What are the top 3 ques"ons you get from poten"al customers? 2. What do you answer to these ques"ons? 3. What is the biggest barrier keeping people from buying your product? 4. Are there any specfic selling points that work par"cularly well? If so, which ones? 5. Have we missed anything important? Got something to add? @ContentVerve Customer service / Support 1. What are the top 3 ques"ons you get from poten"al customers? 2. What do you answer to these ques"ons? 3. Are there any par"cular aspects of X that people don’t understand? 4. What aspects of X do people like the most/least? 5. Have we missed anything important? Got something to add? @ContentVerve Does A/B Tes"ng Make Sense on Your Website? @ContentVerve Your Test is Only as Good as Your Hypothesis The be%er the research, the be%er the insight The be%er the insight, the be%er the hypothesis The be%er the hypothesis, the be%er the test The be%er the test, the be%er the learning @ContentVerve Don’t be the Split Test Junkie Be The Conversion Plumber @ContentVerve Thank You For Listening! ConversionXL Live 2015
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