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Chris Dayley Searchlove Boston - Powerful A/B Testing User Insights

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Here is the presentation I gave today at Searchlove Boston

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Chris Dayley Searchlove Boston - Powerful A/B Testing User Insights

  1. 1. #Searchlove @Chrisdayley Powerful A/B Testing User Insights
  2. 2. dayleyconversion.com /searchlove
  3. 3. #Searchlove @Chrisdayley So What?
  4. 4. #Searchlove @Chrisdayley
  5. 5. #Searchlove @Chrisdayley What to do?
  6. 6. #Searchlove @Chrisdayley
  7. 7. 2013 Non-Keyword Ranking Factors
  8. 8. 2015 Non-Keyword Ranking Factors
  9. 9. #Searchlove @Chrisdayley “Not my problem, my designers just suck” Designers
  10. 10. #Searchlove @Chrisdayley Onsite metrics can no longer be considered “SOMEONE ELSE’S PROBLEM”
  11. 11. Bad or even mediocre design is becoming less & less tolerable. #Searchlove @Chrisdayley
  12. 12. Wasting Traffic? #Searchlove @Chrisdayley
  13. 13. So do you need to start doing CRO now? #Searchlove @Chrisdayley
  14. 14. 1 Gain Insights About Your Audience 2 Move the Needle 3 Easy Content Test 4 Test Results #Searchlove @Chrisdayley
  15. 15. Gaining Insights About Your Audience #Searchlove @Chrisdayley
  16. 16. Getting analytical #Searchlove @Chrisdayley
  17. 17. Focus groups User recording sessions User testing feedback Eye-tracking sessions Polls / surveys Heatmaps Analytics #Searchlove @Chrisdayley
  18. 18. Surveys & Polls #Searchlove @Chrisdayley
  19. 19. For User Experience It`s a load-o-crap #Searchlove @Chrisdayley
  20. 20. #Searchlove @Chrisdayley
  21. 21. #Searchlove @Chrisdayley http://hbs.me/1QleHnI 90-95% of purchase decisions occur in the subconscious mind
  22. 22. Surveys & polls get the rationalization out of people #Searchlove @Chrisdayley
  23. 23. Focus groups? #Searchlove @Chrisdayley
  24. 24. #Searchlove @Chrisdayley
  25. 25. http://bit.ly/1qD4oX2 #Searchlove @Chrisdayley The Hawthorne Effect: People behave differently because they are being observed
  26. 26. WASTE OF TIME!! Focus groups Polls Surveys #Searchlove @Chrisdayley
  27. 27. #Searchlove @Chrisdayley
  28. 28. #Searchlove @Chrisdayley 85%15%
  29. 29. #Searchlove @Chrisdayley
  30. 30. $$ & time #Searchlove @Chrisdayley User recording sessions User Testing Feedback Eye-tracking sessions
  31. 31. Heatmaps #Searchlove @Chrisdayley
  32. 32. #Searchlove @Chrisdayley
  33. 33. Where are people clicking? How far are people scrolling?
  34. 34. #Searchlove @Chrisdayley
  35. 35. #Searchlove @Chrisdayley
  36. 36. #Searchlove @Chrisdayley Bookings +31%
  37. 37. Moving the Needle #Searchlove @Chrisdayley
  38. 38. Bounce rates are only bad for certain pages. #Searchlove @Chrisdayley
  39. 39. #Searchlove @Chrisdayley Bad Bounce Rates
  40. 40. #Searchlove @Chrisdayley
  41. 41. #Searchlove @Chrisdayley Bounce Rates 48% Product Views 410%
  42. 42. #Searchlove @Chrisdayley
  43. 43. Don’t overload users with content #Searchlove @Chrisdayley
  44. 44. #Searchlove @Chrisdayley
  45. 45. Content & UX should be given equal planning time. #Searchlove @Chrisdayley
  46. 46. Big Changes = Big Impact #Searchlove @Chrisdayley
  47. 47. Minor changes #Searchlove @Chrisdayley
  48. 48. Who do you optimize for? #Searchlove @Chrisdayley
  49. 49. @chrisdayley
  50. 50. @chrisdayley
  51. 51. @chrisdayley 8.1% Funnel Entrance
  52. 52. #Searchlove @Chrisdayley
  53. 53. Failed tests are equally as important as successful tests. You just learned what your audience doesn't like. #Searchlove @Chrisdayley
  54. 54. @chrisdayley 8.1% Funnel Entrance 72%
  55. 55. @chrisdayley
  56. 56. 12.3% Funnel Entrance @chrisdayley
  57. 57. Content Test #Searchlove @Chrisdayley
  58. 58. How much content does the audience want from an article? #Searchlove @Chrisdayley
  59. 59. Is it different on mobile & desktop? #Searchlove @Chrisdayley = ?
  60. 60. Tools #Searchlove @Chrisdayley
  61. 61. 3 Variations: Short (< 500 words) Medium (500-1,000 words) Long (>1,000 words)
  62. 62. #Searchlove @Chrisdayley 64.9% 1750 Words1055 Words542 Words 76.7%45.5% TOP 1:30 TOP 3:49 TOP 4:47
  63. 63. #Searchlove @Chrisdayley 542 Words 1055 Words 1750 Words 76.9% 62.2% 44.4% TOP 3:36 TOP 4:37 TOP 2:01
  64. 64. #Searchlove @Chrisdayley Mobile Winner 83.1% Desktop Winner DONATIONS 28.4% DONATIONS
  65. 65. Test Results #Searchlove @Chrisdayley
  66. 66. Original V1 V2 V3
  67. 67. 146.2% -46.6% Form Completion V3 – Winner!
  68. 68. #Searchlove @Chrisdayley So What?
  69. 69. #Searchlove @Chrisdayley

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