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CONVERSION TESTING: HUGE LIFTS FOR YOUR ROI
REV UP 360°

ANDY BATTEN | DIRECTOR, ANALYTICS & OPTIMIZATION
RED DOOR INTERAC...
SHOULD YOU TEST?

@APBATTEN| #REVUPROI
SHOULD YOU TEST?
Sound familiar?
• You launch lots of new features, but can rarely quantify
the return.
• Underperforming ...
BEFORE YOU START
Before testing, identify (and embrace) the business
goals, and know that you can trust your results!
•

K...
TESTING PROCESS
Begin formal process to identify & test high-impact opportunities.

@APBATTEN| #REVUPROI
DISCOVERY

The Discovery phase is all about informing your test.
Shape your discovery using multiple data sources.

• Best...
CONVERSION FUNNEL ANALYSIS
Start with the data

Leverage the Digital analyst!
•
•

•

Define conversion funnel
Analyze use...
PLANNING THE TEST

The Planning phase involves researching and documenting potential test
opportunities and attributes.
1....
TOOL SELECTION
FREE…but variations
require DEV.

Start at $19-$49
per month.
WYSIWYG Editing

Premium features,
premium pr...
DETERMINING SUCCESS
Setting the correct success metric can help you reach significance faster.

Desired action with
highes...
TESTING ROADMAP
A testing roadmap ensures unbiased data and informed stakeholders.
Attributes
-Test description
-Test hypo...
COMMON PITFALLS IN PLANNING
Avoid common pitfalls to maintain integrity in your data.
•

Test duration / Sample size

•

L...
CALL TO ACTION TESTS
Common CTA tests & CTA Best Practices
Proven, quick CTA tests:
•
•
•
•
•
•
•

Increase button size
Us...
FORM TESTING
Common Form tests & Best Practices
• Reduce fields to fewest possible
• Build confidence & commitment
• Incre...
UNIVISION FORM TEST
CASE STUDY:
Test: Add indicator to show visitors they had correctly completed each form field.
Duratio...
EXECUTING THE TEST

Execution primarily involves monitoring results for issues or unexpected impacts.
1.

Communication

2...
POST-TEST ANALYSIS

The primary elements of Analysis include:
1.

Confirm/ Disprove Hypothesis

2.

Evaluate non-goal clic...
GETTING STARTED

@APBATTEN| #REVUPROI
GETTING STARTED

Decide to test, Promote Value Internally

Locate High-Impact Opportunities

Pick a Tool
@APBATTEN| #REVUP...
SUGGESTED READING
Suggested
Reading

“Waiting for your Cat to Bark” – Bryan Eiesenburg
“Call to Action” – Bryan Eiesenburg...
Thank You.
Andy Batten | Director, Digital Analytics & Optimization
abatten@reddoor.biz | @apbatten

Red Door Interactive
...
APPENDIX

@APBATTEN| #REVUPROI
RED DOOR TESTING PROCESS
DISCOVERY
 Ideation
 Website behavior
 Usability testing
 Competitive analysis
 Voice of cus...
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REV UP 360: Rev up your ROI with Conversion Testing - Andy Batten

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Andy is the Director, Digital Analytics & Optimization at Red Door. He has nearly nine years of experience in the field of web analytics, having used a variety of tools including WebTrends, Google Analytics, Adobe SiteCatalyst, and for those that remember…Sawmill log file analytics. Andy’s work in digital analytics has allowed him to work across a variety of industries for numerous clients including The Denver Post, LA Daily News, CenturyLink, Seagate, Bosch/Thermador and Rubio’s Fresh Mexican Grill. Andy now manages the team of digital analysts at Red Door, developing insights and recommendations from clickstream, search, social, and qualitative data.

Connect with him at @apbatten, abatten@reddoor.biz, www.reddoor.biz

Published in: Marketing
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REV UP 360: Rev up your ROI with Conversion Testing - Andy Batten

  1. 1. CONVERSION TESTING: HUGE LIFTS FOR YOUR ROI REV UP 360° ANDY BATTEN | DIRECTOR, ANALYTICS & OPTIMIZATION RED DOOR INTERACTIVE @APBATTEN @APBATTEN| #REVUPROI
  2. 2. SHOULD YOU TEST? @APBATTEN| #REVUPROI
  3. 3. SHOULD YOU TEST? Sound familiar? • You launch lots of new features, but can rarely quantify the return. • Underperforming campaigns, low engagement. • High shopping cart abandonment. • Long development cycles • HIPPO Mentality: Highest Paid Person’s Opinion. …YES, you should test! @APBATTEN| #REVUPROI
  4. 4. BEFORE YOU START Before testing, identify (and embrace) the business goals, and know that you can trust your results! • Know your KPIs • Solve your tracking issues (At minimum, know how they’ll affect your tests!) • Mobile Factors/gotchas – - Redirect configuration – - Mobile vs. tablet @APBATTEN| #REVUPROI
  5. 5. TESTING PROCESS Begin formal process to identify & test high-impact opportunities. @APBATTEN| #REVUPROI
  6. 6. DISCOVERY The Discovery phase is all about informing your test. Shape your discovery using multiple data sources. • Best Practices & Consumer research • Testing case studies • Competitors @APBATTEN| #REVUPROI • Clickstream / Analytics • Heatmap /Clickmap • User surveys • Focus groups • Eye tracking • Persona development
  7. 7. CONVERSION FUNNEL ANALYSIS Start with the data Leverage the Digital analyst! • • • Define conversion funnel Analyze user behavior at each stage • Ex. High Back button usage, high bounce/exit rate Analyze behaviors by user segment After identifying behaviors, use other discovery sources to begin forming ideas and hypothesis. @APBATTEN| #REVUPROI
  8. 8. PLANNING THE TEST The Planning phase involves researching and documenting potential test opportunities and attributes. 1. 2. 3. 5. 6. 7. Tool selection Segment identification Hypothesis Recipes/variations Success metric & expected impact Sample size & duration (min & max) Always keep the goal, audience, and expected impact top of mind. The outcome of Planning should always be a testing roadmap. @APBATTEN| #REVUPROI
  9. 9. TOOL SELECTION FREE…but variations require DEV. Start at $19-$49 per month. WYSIWYG Editing Premium features, premium pricing. @APBATTEN| #REVUPROI
  10. 10. DETERMINING SUCCESS Setting the correct success metric can help you reach significance faster. Desired action with highest volume Determining Success Lower volume = longer test Track multiple success events Ex: Non-bounce, element clicks, page engagements Measure this! Not this! …even better, measure both! Make sure everyone knows how the test will be measured. @APBATTEN| #REVUPROI
  11. 11. TESTING ROADMAP A testing roadmap ensures unbiased data and informed stakeholders. Attributes -Test description -Test hypothesis -Sample size -URL -Expected lift & LOE -Goal(s) -Visitors per day -Duration Sample Roadmap DESCRIPTION Page CTA color CTA language URL HYPOTHESIS xx xx @APBATTEN| #REVUPROI ….. …… LIFT LOE DURATION SAMPLE SIZE GOAL 1-10 1-10 8 1 2 500 xx 8 2 2 1000 xx MIN. CONFIDENCE 85% 85%
  12. 12. COMMON PITFALLS IN PLANNING Avoid common pitfalls to maintain integrity in your data. • Test duration / Sample size • Lack of consistent message – site-wide and inbound campaigns. • Lack of segmentation • Testing too many elements • Concurrent, conflicting tests • Measuring the wrong success action @APBATTEN| #REVUPROI New / Return visitors Current vs. new customers Mobile / Tablet / Desktop Referring source
  13. 13. CALL TO ACTION TESTS Common CTA tests & CTA Best Practices Proven, quick CTA tests: • • • • • • • Increase button size Use bold, contrasting colors With multiple buttons, distinguish with size, color. Build whitespace around buttons Remove distractions. Create urgency (“Now”) Descriptive, value-based text @APBATTEN| #REVUPROI GET PRICING NOW! Sign Up for our Newsletter
  14. 14. FORM TESTING Common Form tests & Best Practices • Reduce fields to fewest possible • Build confidence & commitment • Increase trust with badges, trust symbols • Add imagery (test people vs. product) • Value Statements: Why should users submit? @APBATTEN| #REVUPROI
  15. 15. UNIVISION FORM TEST CASE STUDY: Test: Add indicator to show visitors they had correctly completed each form field. Duration: Two weeks Success Measure: Prepaid card signup CONTROL VARIATION 1 Winner: Variation 1; 9.97% conversion increase @APBATTEN| #REVUPROI
  16. 16. EXECUTING THE TEST Execution primarily involves monitoring results for issues or unexpected impacts. 1. Communication 2. Monitor outside variables 3. Ensure consistent messaging 4. Monitor variations and heatmaps >> @APBATTEN| #REVUPROI
  17. 17. POST-TEST ANALYSIS The primary elements of Analysis include: 1. Confirm/ Disprove Hypothesis 2. Evaluate non-goal click behaviors 3. Answer question: “How can we use this going forward?” 4. Announce and promote findings; quantify business impact and celebrate successes! Every test should result in learning that contributes to strategy. @APBATTEN| #REVUPROI
  18. 18. GETTING STARTED @APBATTEN| #REVUPROI
  19. 19. GETTING STARTED Decide to test, Promote Value Internally Locate High-Impact Opportunities Pick a Tool @APBATTEN| #REVUPROI
  20. 20. SUGGESTED READING Suggested Reading “Waiting for your Cat to Bark” – Bryan Eiesenburg “Call to Action” – Bryan Eiesenburg “Predictably Irrational” – Dan Arielly “Six Principles of Influence” – Robert Cialdini @APBATTEN| #REVUPROI
  21. 21. Thank You. Andy Batten | Director, Digital Analytics & Optimization abatten@reddoor.biz | @apbatten Red Door Interactive @APBATTEN| #REVUPROI
  22. 22. APPENDIX @APBATTEN| #REVUPROI
  23. 23. RED DOOR TESTING PROCESS DISCOVERY  Ideation  Website behavior  Usability testing  Competitive analysis  Voice of customer ANALYSIS  Business impact  Performance by user segment  Document findings  Incorporate learning @APBATTEN| #REVUPROI PLANNING  Targeted segments  Key performance indicators  Test duration  Expected impact  Testing roadmap EXECUTION  Monitor outside variables  Consistent messaging  Monitor variations

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