• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
You're testing what?! Four Types of Tests You Should be Running. Matt Lacey, Head of Optimisation at PRWD
 

You're testing what?! Four Types of Tests You Should be Running. Matt Lacey, Head of Optimisation at PRWD

on

  • 390 views

Matt Lacey Head of Optimisation at PRWD

Matt Lacey Head of Optimisation at PRWD

Statistics

Views

Total Views
390
Views on SlideShare
313
Embed Views
77

Actions

Likes
0
Downloads
1
Comments
0

2 Embeds 77

http://www.prwd.co.uk 74
http://cloud.feedly.com 3

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    You're testing what?! Four Types of Tests You Should be Running. Matt Lacey, Head of Optimisation at PRWD You're testing what?! Four Types of Tests You Should be Running. Matt Lacey, Head of Optimisation at PRWD Presentation Transcript

    • YOU’RE TESTING WHAT?! FOUR TYPES OF TESTS YOU SHOULD BE RUNNING MATT LACEY Head of Optimisation @matt_lacey12 17TH SEPTEMBER 2013 PRWD Reveal MANCHESTER
    • TALK OVERVIEW What should you be testing? Pricing & Price Framing Proposition Testing Optimising for Engagement Optimising for Conversion @PRWD #PRWDREVEAL
    • WHAT SHOULD YOU BE TESTING? @PRWD #PRWDREVEAL
    • WHAT’S WRONG WITH TESTING BUTTON COLOURS Disclosure: We test buttons. Size, Prominence, Copy, Positioning and yes, Colour. But: There are likely to be constraints that limit the number of tests that you can run based on design & developer resource In most situations we find that there are tests that can be run that will deliver more interesting results and more value @PRWD #PRWDREVEAL
    • HOW TO CHOOSE WHAT TO TEST What is the data telling me about visitor behaviour? - Top landing pages - Pages with high traffic - Key leak or conversion points What are users telling me about their experiences? What can we observe about their behaviour? - Usability errors - Influential proposition messaging What does the business know about customer struggles or business challenges? - Customer service insights - Merchandising team @PRWD #PRWDREVEAL
    • HOW TO PRIORITISE YOUR TESTS Triage - Just Do It – JDI Single Feature Test Batch Testing Radical Redesign Testing Larger Redesign projects Triangulation - Multiple research methods confirm or strengthen the same issues Potential Impact vs Effort Required - Likelihood to impact key metrics vs - Design/Development effort - Build time - Development schedule @PRWD #PRWDREVEAL
    • 1. PRICE & PRICE FRAMING TESTS @PRWD #PRWDREVEAL
    • WHY TEST PRICING? Through moderating or observing hundreds of user testing sessions we have often asked: “If you could buy the same product from two different websites, what factors would be important in helping you choose which to buy from?” User consistently respond with: 1. Price 2. Delivery ( price and timescales) @PRWD #PRWDREVEAL
    • SEVEN PRINCIPLES OF PRICING 1. Pricing should be based on value, not cost 2. Prices should be tangible 3. Prices should be comparable 4. To change your prices, you must reframe 5. Price differentiation is the key enabler of profit 6. Pricing communication shapes the customers perception of value 7. You must be prepared to lose some sales. S o u rce: L ei g h Cal dwel l : T h e P s y ch o l o g y o f P ri ce: H o w t o u s e p ri ce t o i n creas e deman d, p ro f i t an d cu s t o mer s at i s f act i o n @PRWD #PRWDREVEAL
    • TECHNIQUE: Three Principles of Anchoring PRICE ANCHORING 1. The perception of price is often based on the context. 2. Decision making and the power of suggestion 3. Avoiding extremes S o u rce: P ri ce In t el l i g en t l y http://blog.priceintelligently.com/blog/bid/181199/PriceAnchoring-to-Optimize-Your-Pricing-Strategy @PRWD #PRWDREVEAL
    • WHICH TEST WON? Four Options: 1. Control 2. Variation A – (SAVE £22) 3. Variation B – (SAVE 38%) 4. Variation C – remove ‘(cancel anytime)’ from monthly 12.5% overall increase in subscriptions for Variation A (SAVE £22) @PRWD #PRWDREVEAL
    • PRICE & PRICE FRAMING TAKEAWAYS Consider the range of price options available and test. • This could apply to product or service costs, delivery costs, etc Run tests to make price more transparent • What do people get for their money • Test messaging that explains what people are paying for. Control comparisons • Test using competitor prices for comparisons @PRWD #PRWDREVEAL
    • 2. PROPOSITION TESTING @PRWD #PRWDREVEAL
    • The second a visitor comes to you they have in mind: “Why should I buy from you versus all your competitors?” You need to display clear unique value propositions or unique campaign propositions. Bryan Eisenberg, Godfather of CRO Everyone who is successful in online conversion is doing this. If you’re not, you’re wasting your time. Watch clip: http://www.youtube.com/watch?feature =player_embedded&v =ps7bB9-ksMY @PRWD #PRWDREVEAL
    • BEFORE AFTER 4.35% increase in CR This equated to a six-figure increase in revenue. @PRWD #PRWDREVEAL
    • GET REVISING SIGN-UP TABLE Price doesn’t put me off, although the basic package is more than enough for me. I think the site has already got everything I need. Moderated User testing participants @PRWD #PRWDREVEAL
    • @PRWD #PRWDREVEAL
    • GET REVISING SIGN-UP TABLE 185% increase in premium subscriptions with a small drop in free subscription. This was seen to be a good trade-off. You have more features held back to encourage people to subscribe at a later date. @PRWD #PRWDREVEAL
    • PROPOSITION TESTING TAKEAWAYS Test what features/functionality is given for free and what is paid for Test how your proposition is displayed/framed on your site Test offering different thresholds for free delivery Test introducing urgency to the process @PRWD #PRWDREVEAL
    • 3 RADICAL REDESIGNS OPTIMISING FOR ENGAGEMENT @PRWD #PRWDREVEAL
    • OPTIMISING FOR ENGAGEMENT This opens up the top of the conversion funnel. This is likely to be the point where you have the largest number of potential test participants. Search for landing or key site pages with high bounce rates or those that rarely lead to conversions Key Areas to Test Homepage Top landing pages @PRWD #PRWDREVEAL
    • BEFORE AFTER 10.2% performance improvement in booking conversion rate @PRWD #PRWDREVEAL
    • BEFORE AFTER 10% improvement in CR @PRWD #PRWDREVEAL
    • BEFORE AFTER 6.8% improvement in CR @PRWD #PRWDREVEAL
    • ENGAGEMENT OPTIMISATION TAKEAWAYS Let users know that they have landed in the right place Make sure that pages have a clear focus and visual hierarchy. Users need to know where to begin. Test both simplifying the experience and adding in more detail A smaller amount of highly qualified visitors can trump large amounts of unqualified visitors and convert better @PRWD #PRWDREVEAL
    • 4 RADICAL REDESIGNS OPTIMISING FOR CONVERSION @PRWD #PRWDREVEAL
    • OPTIMISING FOR CONVERSIONS Testing towards the end of your funnel helps to convert users who are closest to converting and tend to have higher intent. Improvements here opens up the bottom of the conversion funnel. Simplifying and removing issues that slow momentum is crucial. Key Areas to Test Checkout (login, delivery, payment) Contact/Sign-up forms @PRWD #PRWDREVEAL
    • BEFORE AFTER 72% improvement in Registrations from the homepage @PRWD #PRWDREVEAL
    • BEFORE AFTER 7.4% CR improvement from sign-up page @PRWD #PRWDREVEAL
    • CONVERSION OPTIMISATION TAKEAWAYS Don’t be afraid to offer visitors an opportunity to convert at an early stage Use persuasive techniques to pull users through (not push!) Simplify forms to the bare minimum fields required Reduce errors. There’s a huge correlation between users getting an error and abandoning the funnel Provide key supporting proposition messaging throughout the process Re-enforce positive messages (e.g. security in checkout) @PRWD #PRWDREVEAL
    • FINAL TAKEAWAY With the right kind of research and preparation the odds are stacked in your favour. Therefore: Be data driven. Be bold. High risk, high reward. @PRWD #PRWDREVEAL
    • THANKS FOR LISTENING Are there any questions? MATT LACEY 17TH SEPTEMBER 2013 Head of Optimisation @matt_lacey12 @PRWD #PRWDREVEAL PRWD Reveal MANCHESTER