This is the slide deck for the presentation I gave at Mozcon 2015. The presentation was titled "Rocking Your CRO Efforts with Radical Redesigns".

2. Why Radical
Redesign Test?
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3. Put a new chain on your
chainsaw
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4. #MozCon@chrisdayley
Control Winner
64%

5. When should I test
radical redesigns?
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6. …If you’re going to
redesign anyway.
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7. …If conversion rates
are stagnant.
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8. …At the start of
a new test cycle
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9. Test Cycle
Review
Iterative
Testing
Test
Analysis
Radical
Redesign
Testing
Research &
Strategy
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6
Months

10. 4 Radical Rules to
create an effective
redesign test
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11. Test Multiple Hypotheses
Radical Rule #1
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12. Test Multiple Hypotheses
Control Variants
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13. #MozCon@chrisdayley
Test Multiple Hypotheses
Control Winner
104%

14. Separate desktop
and mobile
Radical Rule #2
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15. #MozCon@chrisdayley
198%
Form
Call-ins
300%
Separate Desktop & Mobile
Control
Desktop
Responsive
Winner
Custom
Mobile

16. Use your tools,
break the rules.
Radical Rule #3
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17. #MozCon@chrisdayley
Use Your Tools, Break the Rules
Control Winner
63%
Form
530%

18. Run your test for
AT LEAST 2 weeks.
Radical Rule #4
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19. #MozCon@chrisdayley
Run your test for at least 2 weeks
1 week
2 weeks 3 weeks

20. Follow up with
iterative testing
(sharpen the chains on the saw)
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21. • Headlines
• Call to Action
• Images
• Layout
• Content
• Colors
• Backgrounds
• Credibility
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