0
Brendan O’Rourke, Optimizely
Dan McGaw, KISSmetrics
A/B Tests for 6 Stages of Your
Company’s Growth
May 1, 2014
Dan McGaw - KISSmetrics - @danielmcgaw
!
Dan is the Director of Marketing at KISSmetrics, where he
get’s the opportunity t...
@optimizely #KISSwebinar
Join us on Twi er
@danielmcgaw #KISSwebinar
Follow-me and join the conversation
Why A/B Tests
Ma er for Growth
… it’s all about
the customers
1 Product Development
2 Early Revenue
3 Online Expansion
Six Stages
4 First Overhaul
5 Defining Audiences
6 Optimizing for ...
WATCH WEBINAR RECORDING NOW
Product Development
1
“Just run an experiment.”
Stage 1: Testing Through Product Development
• Experimental mindset
• Quantitative > Qualitative
• Start with what won’t s...
Early Customers
2
Stage 2: Optimizing for Early Customers
• Where is your most
important conversion?
• Pricing page
• Checkout experience
• ...
Stage 2: Optimizing for Early Customers
An Optimizely experiment:
Pricing page circa 2012
Stage 2: Optimizing for Early Customers
Variation
An Optimizely experiment:
Stage 2: Optimizing for Early Customers
• High-impact test
• Understand audience
triggers
• Social proof
• Recommendations...
Online Expansion
3
Where are my customers?
Stage 3: Click Paths and Online Expansion
Analytics can help to determine where visitors are
clicking and when they are dr...
Stage 3: Click Paths and Online Expansion
• Why do visitors come to
my site?
• What content is being
added to my site? At ...
Stage 3: Click Paths and Online Expansion
Original
An Optimizely Experiment:
Stage 3: Click Paths and Online Expansion
An Optimizely Experiment:
Variation
Stage 3: Click Paths and Online Expansion
Variation =
+20% traffic to blog
+25% traffic to help center
3X increase in demo req...
Pivotal Redesign
4
Stage 4: A Pivotal Redesign
Stage 4: A Pivotal Redesign
Optimizely website circa 2012
An Optimizely Experiment:
Stage 4: A Pivotal Redesign
Original Redesign
An Optimizely Experiment:
Stage 4: A Pivotal Redesign
Redesign =
+28.3% engagement with editor
+4.6% accounts created
• Choose key metrics before
re...
Segmenting Audiences
5
Stage 5: Segmenting Audiences
• Do you have a marketing
program with many channels?
• What types of traffic does your
site r...
Stage 5: Segmenting Audiences
Example: Li opia
Original SEM Landing Page
Breadcrumb
navigation
Search fields
Suggestions fo...
Stage 5: Segmenting Audiences
Example: Li opia
Variation SEM Landing Page
No breadcrumb
navigation
Removed
search fields
No...
Stage 5: Segmenting Audiences
Example: Li opia
Variation =
+23.7% Li ticket purchases
• Match your visitor’s
expectation a...
New Markets
5
Stage 5: New Markets
• What big initiatives are you
tackling this year?
• New marketing campaigns
• Product launch
• Mobil...
Step 6: New Markets
Step 6: New Markets
Product page Cart page
Example: Veggie Tales
Step 6: New Markets
Product page Cart page
Example: Veggie Tales
Step 6: New Markets
Variation =
+28.1% Revenue per visitor
• Use information from previous
tests to inform your next
initi...
1 Product Development
2 Early Revenue
3 Online Expansion
Today, we’ve covered:
4 First Overhaul
5 Defining Audiences
6 Opti...
But Wait, There Is More!
Measure All The Results
Of Your Test
KISSmetrics A/B Test Report
Measuring the first conversion is just part of the equation
KISSmetrics Funnel Report
Make sure to evaluate the entire funnel
when running and A/B Test
KISSmetrics Cohort Report
All A/B tests affect your retention rates
LOG IN WITH GOOGLE
Start Your Free KISSmetrics Trial
Optimize for your
customers
… and always be testing
Questions?
Brendan O’Rourke
Enterprise Solutions Engineer
Optimizely
@optimizely
Dan McGaw
Director of Marketing
KISSmetri...
THANK YOU
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A/B Tests for 6 Stages of Your Company's Growth

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Dan McGaw - KISSmetrics - @danielmcgaw ! Dan is the Director of Marketing at KISSmetrics, where he get’s the opportunity to help the best marketers in the world measures their marketing and business efforts. Prior to KISSmetrics, Dan was VP of growth at Code School, where he helped the company grow to over 500k users and $400k+ in monthly revenue. Brendan O’Rourke - Optimizely - @optimizely ! Brendan is an Enterprise Solutions Engineer at Optimizely. He joined Optimizely two years ago, after realizing his dream of becoming an actuary was very... dry. He now spends his time helping enterprises like Microsoft, NBC Universal, and Yelp turn data into action through testing and conversion rate optimization.
Why A/B Tests Matter for Growth
… it’s all about the customers
“Just run an experiment.”
Stage 1: Testing Through Product
Early Customers 2
An Optimizely experiment: Pricing page circa 2012
Variation An Optimizely experiment:
Stage 2: Optimizing for Early Customers
Online Expansion 3
Where are my customers?
Analytics can help to determine where visitors are clicking and when they are dropping off What is my bounce rate?
Why do visitors come to my site? • What content is being added to my site? At what rate? • How do you expect visitors will navigate to the final conversion? Website Navigation:
Stage 3: Click Paths and Online Expansion Original An Optimizely Experiment:
An Optimizely Experiment: Variation
Variation = +20% traffic to blog +25% traffic to help center
Optimizely website circa 2012 An Optimizely Experiment:
Original Redesign An Optimizely Experiment:
Stage 4: A Pivotal Redesign Redesign = +28.3%
Segmenting Audiences 5
• Do you have a marketing program with many channels?
Example: Littopia Original SEM Landing Page Breadcrumb navigation Search fields Suggestions for similar resorts
Example: Littopia Variation SEM Landing Page No breadcrumb navigation Removed search fields No recommended resorts
Stage 5: Segmenting Audiences Example: Littopia Variation = +23.7%
New Markets 5
Stage 5: New Markets • What big initiatives are you tackling this year? • New marketing campaigns • Product launch • Mobile experience • Personalization • Internationalization • What role does your online marketing play? Optimization and Expansion
Product page Cart page Example: Veggie Tales
Product page Cart page Example: Veggie Tales
Step 6: New Markets Variation = +28.1%
1 Product Development 2 Early Revenue 3 Online Expansion Today, we’ve covered: 4 First Overhaul 5 Defining Audiences 6 Optimizing for Market Changes
But Wait, There Is More!
Measure All The Results Of Your Test
KISSmetrics A/B Test Report Measuring the first conversion is just part of the equation
KISSmetrics Funnel Report Make sure to evaluate the entire funnel when running and A/B Test
KISSmetrics Cohort Report All A/B tests affect your retention rates
Optimize for your customers … and always be testing

Published in: Marketing, Business, Technology

Transcript of "A/B Tests for 6 Stages of Your Company's Growth"

  1. 1. Brendan O’Rourke, Optimizely Dan McGaw, KISSmetrics A/B Tests for 6 Stages of Your Company’s Growth May 1, 2014
  2. 2. Dan McGaw - KISSmetrics - @danielmcgaw ! Dan is the Director of Marketing at KISSmetrics, where he get’s the opportunity to help the best marketers in the world measure their marketing and business efforts. Prior to KISSmetrics, Dan was VP of growth at Code School, where he helped the company grow to over 500k users and $400k+ in monthly revenue. Brendan O’Rourke - Optimizely - @optimizely ! Brendan is an Enterprise Solutions Engineer at Optimizely. He joined Optimizely two years ago, a er realizing his dream of becoming an actuary was very... dry. He now spends his time helping enterprises like Microso , NBC Universal, and Yelp turn data into action through testing and conversion rate optimization.
  3. 3. @optimizely #KISSwebinar Join us on Twi er
  4. 4. @danielmcgaw #KISSwebinar Follow-me and join the conversation
  5. 5. Why A/B Tests Ma er for Growth
  6. 6. … it’s all about the customers
  7. 7. 1 Product Development 2 Early Revenue 3 Online Expansion Six Stages 4 First Overhaul 5 Defining Audiences 6 Optimizing for Market Changes
  8. 8. WATCH WEBINAR RECORDING NOW
  9. 9. Product Development 1
  10. 10. “Just run an experiment.”
  11. 11. Stage 1: Testing Through Product Development • Experimental mindset • Quantitative > Qualitative • Start with what won’t scale • User testing • Customer interviews • Always create variations • Practice documenting hypotheses Wireframing Optimizely.com Early Stages:
  12. 12. Early Customers 2
  13. 13. Stage 2: Optimizing for Early Customers • Where is your most important conversion? • Pricing page • Checkout experience • Product pages • What keeps your soon-to-be customer from converting? • Prime area for impactful A/B tests What does your pricing page look like? Where do you acquire users/customers?
  14. 14. Stage 2: Optimizing for Early Customers An Optimizely experiment: Pricing page circa 2012
  15. 15. Stage 2: Optimizing for Early Customers Variation An Optimizely experiment:
  16. 16. Stage 2: Optimizing for Early Customers • High-impact test • Understand audience triggers • Social proof • Recommendations • Promotional offers • Increase visibility of the page Variation = 40% increase in Gold subscriptions An Optimizely experiment:
  17. 17. Online Expansion 3
  18. 18. Where are my customers?
  19. 19. Stage 3: Click Paths and Online Expansion Analytics can help to determine where visitors are clicking and when they are dropping off What is my bounce rate?
  20. 20. Stage 3: Click Paths and Online Expansion • Why do visitors come to my site? • What content is being added to my site? At what rate? • How do you expect visitors will navigate to the final conversion? Website Navigation:
  21. 21. Stage 3: Click Paths and Online Expansion Original An Optimizely Experiment:
  22. 22. Stage 3: Click Paths and Online Expansion An Optimizely Experiment: Variation
  23. 23. Stage 3: Click Paths and Online Expansion Variation = +20% traffic to blog +25% traffic to help center 3X increase in demo requests An Optimizely Experiment: • Maximize inbound traffic and interest on your site • Choose your conversion goals based on business objectives: • Educate and inform • Solicit signups or orders • Engage and socialize • Keep funnels and click paths short
  24. 24. Pivotal Redesign 4
  25. 25. Stage 4: A Pivotal Redesign
  26. 26. Stage 4: A Pivotal Redesign Optimizely website circa 2012 An Optimizely Experiment:
  27. 27. Stage 4: A Pivotal Redesign Original Redesign An Optimizely Experiment:
  28. 28. Stage 4: A Pivotal Redesign Redesign = +28.3% engagement with editor +4.6% accounts created • Choose key metrics before redesign process starts • Measure new design against the current one • Validates a major investment • Even a draw can be a win An Optimizely Experiment:
  29. 29. Segmenting Audiences 5
  30. 30. Stage 5: Segmenting Audiences • Do you have a marketing program with many channels? • What types of traffic does your site receive? • New vs. Returning • Customers vs. Non-Customers • Paid vs. Organic • How do you communicate with your audiences at scale? Engaging Audiences
  31. 31. Stage 5: Segmenting Audiences Example: Li opia Original SEM Landing Page Breadcrumb navigation Search fields Suggestions for similar resorts
  32. 32. Stage 5: Segmenting Audiences Example: Li opia Variation SEM Landing Page No breadcrumb navigation Removed search fields No recommended resorts
  33. 33. Stage 5: Segmenting Audiences Example: Li opia Variation = +23.7% Li ticket purchases • Match your visitor’s expectation and intent • Use analytics tools to follow a click path and identify meaningful audiences • Use A/B testing to determine your strategy for engaging different audiences • Messaging and imagery • Custom landing page experience
  34. 34. New Markets 5
  35. 35. Stage 5: New Markets • What big initiatives are you tackling this year? • New marketing campaigns • Product launch • Mobile experience • Personalization • Internationalization • What role does your online marketing play? Optimization and Expansion
  36. 36. Step 6: New Markets
  37. 37. Step 6: New Markets Product page Cart page Example: Veggie Tales
  38. 38. Step 6: New Markets Product page Cart page Example: Veggie Tales
  39. 39. Step 6: New Markets Variation = +28.1% Revenue per visitor • Use information from previous tests to inform your next initiative • Create strong hypotheses • Use qualitative information to determine what to test and optimize • User testing • Survey feedback • Reapply Explore-Refine strategy Optimization and Expansion
  40. 40. 1 Product Development 2 Early Revenue 3 Online Expansion Today, we’ve covered: 4 First Overhaul 5 Defining Audiences 6 Optimizing for Market Changes
  41. 41. But Wait, There Is More!
  42. 42. Measure All The Results Of Your Test
  43. 43. KISSmetrics A/B Test Report Measuring the first conversion is just part of the equation
  44. 44. KISSmetrics Funnel Report Make sure to evaluate the entire funnel when running and A/B Test
  45. 45. KISSmetrics Cohort Report All A/B tests affect your retention rates
  46. 46. LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
  47. 47. Optimize for your customers … and always be testing
  48. 48. Questions? Brendan O’Rourke Enterprise Solutions Engineer Optimizely @optimizely Dan McGaw Director of Marketing KISSmetrics @danielmcgaw
  49. 49. THANK YOU
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