Slcsem testing-jan2014
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Slcsem testing-jan2014

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Ryan Hutchings of Vacation Roost talks testing and optimization for websites in 2014

Ryan Hutchings of Vacation Roost talks testing and optimization for websites in 2014

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Slcsem testing-jan2014 Slcsem testing-jan2014 Presentation Transcript

  • A Crazy Culture of Testing 1
  • Plethora of Piñatas Useful 1. Webinars: Marketing Experiments & Site Tuners Tools 2. Landing Page Optimization: Optimizely 3. User Testing: Usertesting.com 4. Browser Extensions: Cookies tab in Firebug & Responsive design view in Web developers 5. Tag management – Brighttag.com, Google Tag Manager Shiny Objects Landing Page vs. Conversion optimization 2
  • Getting in the game: some webinars, look into crazyegg and Google Experiments Get me some tools: Usertesting, Optimiz ely, more webinars, analytics based projects 3 Fuel on the Fire: statistical significance, full A/B, adopted methodology
  • Phase I & II Landing Page optimization Optimizely/Google Experiments Version testing – compare time periods Gut based w/ mix of some research (webinars or competition • Seasonality, external factors (economy, news, weather), time of day, marketing & advertising efforts • STATISTICAL SIGNIFICANCE • MATHMATICAL METHODOLOGY 4
  • The “Next Level” Phase III Methodology Realistic mathematical understanding of site funnel metrics Full A/B testing platform Mix of large scale A/B & LPO – dual track Full tracking system & statistical baselines 5
  • Methodology - Conversion Heuristic C = probability of conversion m = motivation of user (when) v = clarity of the value proposition (why) i = incentive to take action f = friction elements of process = anxiety about entering information/taking action 6
  • 427% Lift 7
  • Math & the Funnel 1,000 * 40% bounce = 600 1,000 * 30% bounce = 700 3.5% conversion = 21 vs. 25 WIN? 1,000 * 40% bounce * 45% funnel entries@ 4% & 55%@1% = 13 1,000 * 30% bounce * 45% funnel entries@ 4% & 55%@1% = 15 8
  • The Basic Funnel Single page LPO Landing Pages 1.7% Search Results 3.5% Property “rising tide” A/B Cart Billing Purchase 9 40%
  • A/B & LPO – The Dual Track PPC/SE O Search Results Cart Produc t A/B Tests LPO Internal system with server-side splitting, custom vars Optimizley Full manual reporting toolset Software determines 10 Headline s/CTA Lead Forms Image s
  • Determining the Priority & Process Single page LPO Optimizel y Landing Pages Search Results Book Now or Web Lead Property “rising tide” A/B Checkou t Cart Billing Purchase 11 Boo k
  • Cart 1 Results • 32% Conversion rate increase • 96% Level of confidence • $800,000 Additional annual online sales Cart 2
  • Rigorous Testing 29.8% Lift 18.7% Lift 54% Total Lift
  • Rigorous Testing – Sample of current tests Site / Page Lift Beaver Creek Lodging 29.8% Breckenridge Lodging 427.4% Park City Resort 128.9% Vail Destination 69.1% Mexico Destination 8.7% Mexico Lodging Ideas 5.8% Mexico Travel Ideas 5.6% And many more…
  • Tidbits from Testing • Orange buttons for main CTA • One main CTA button vs. multiple options • People on pages • Security/value icons work every time • Consistent value propositions • Fold doesn’t matter much • Typically the vertical layout works • Smaller “hero” images 17
  • PowerPack Punch of Death 1. 2. 3. 4. 5. 6. Marketing Experiments • Webinars, research library, methodology A/B Split Testing Capabilities • Split testing across the whole site, server side traffic splitting, custom vars Full Tracking based on vars • Online & Offline conversions based on split Optimizely • Ability to deploy on the fly, integrate w/GA & crazyegg GA Reporting • Custom reports & custom segments Statistical Tracking & “Funnel Math” • Excel report and/or online tool (visualwebsiteoptimizer.com/absplit-significance-calculator/ – based on 5% p-value, or 95% confidence level) 18