Don't settle for average testing and optimization

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Don't Settle for Average - Testing and Optimization
By: Naoshi Yamauchi, Director, Analytics Brooks Bell interactive

Published in: Business
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Don't settle for average testing and optimization

  1. 1. Don’t Settle For Average Testing & Optimization
  2. 2. why test & optimize? meat tips case studies
  3. 3. we optimize our daily lives.. emails commute morning routines work environment
  4. 4. my kids analytics lesson: that’s a lot of kids two sets of twins
  5. 5. a lot of moving pieceshectic!!!optimizing each = key to successAPPLAUSE!!!
  6. 6. we optimize our daily lives.. emails commute morning routines we often fail to translate to online campaigns work environment
  7. 7. *Omniture Conversion Optimization Benchmark Survey, July 2009 WOW!!! $4,946 $54 retail clothing store scenario$5,000 marketing budget
  8. 8. why don’t we test & optimize? 1. don’t know how 2. complacent 3. red tape 4. can’t sell the value
  9. 9. 1. don’t know how start testing
  10. 10. if you don’t miss, you’re not pushing the envelope. be bold
  11. 11. 2. complacent he’s coming get optimizing “a/b testing”
  12. 12. 3. red tape • IT. puts the “it” in “sit” • creative resources • budget Outsource, allocate, or try new tools.
  13. 13. speak the language persuasive bottom line most underrated skill: 4. ability to sell
  14. 14. Traffic Time Team Trust Technology 5 Ts of Testing 5 Ts of Testing
  15. 15. rate of optimization • traffic • conversion rate • # of tests • % lift/depression reach statistical significance faster
  16. 16. 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
  17. 17. conversion factors: good > bad > motivation relevance value proposition offer anxiety friction
  18. 18. technology exciting!!!
  19. 19. 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
  20. 20. it’s the people. not as much the technology.
  21. 21. testing: use common sense • define goal • assess current situation • segment • impact factor • type of test
  22. 22. 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
  23. 23. or which makes more sense?
  24. 24. leave ego at door when testing results will often surprise you
  25. 25. goal >> about page hypothesis: handsomeness too much goal >> bounce rate not enough traffic & conversions
  26. 26. takeaways • test what you can • VWSO – easy • results sting sometimes • stings… but still fun
  27. 27. 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
  28. 28. takeaways • sold it • no technology needed • even ugly works • a/b first. mvt next • bottom line
  29. 29. obviously better… or are they? above the fold big & bold shiny button
  30. 30. wrapping it up • people more than technology. • learn to sell. • common sense. • test & learn. • have fun.
  31. 31. naoshi@brooksbell.com www.brooksbell.com www.naoshiyamauchi.com @yamalytics (analytics) @nyamauchi (kids) Thanks!

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