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Habits of advanced conversion optimisers
Stephen Pavlovich
CEO @ Conversion.com
“To test it out, we tied together this fake
trailer where we combined 25 clips from all
these movies that inspired us.”
Ma...
How most people see testing
Testing gives us a framework to
take risks and be more inventive.
@conversion_com
The changing nature of testing
“Almost any questions can be answered,
cheaply, quickly and finally, by a test campaign.
And that's the way to answer them...
“Almost any questions can be answered,
cheaply, quickly and finally, by a test campaign.
And that's the way to answer them...
Tests are important and
help us understand our
customers.
Good selling is based on
good testing.
Claude Hopkins
Scientific...
WHAT WOULD YOU DO IF
LIFE HAD AN UNDO BUTTON?
Testing can be an undo button
for our most important decisions.
@conversion_com
Habits of testing
The hypothesis
1. Find out why people
aren’t converting
2. Fix it.
1. Find out why people
aren’t converting
2. Fix it.
Use this formula
to write your test
hypotheses instead...
We know that quant and qual data.
We believe that lever by test concept on area for
audience will result in goal.
We’ll kn...
We know that quant and qual data.
We believe that lever by test concept on area for
audience will result in goal.
We’ll kn...
We know that quant and qual data.
We believe that lever by test concept on area for
audience will result in goal.
We’ll kn...
We know that quant and qual data.
asd
We know that quant and qual data.
asd
Sales data, web analytics, form
analysis, session replay, heatmapping,
onsite survey...
We know that quant and qual data.
We know that 98% of visitors to the credit card
landing page don’t apply. In usability t...
We believe that lever by test concept...
asd
We believe that lever by test concept...
asd
Core “theme” of the test
We believe that lever by test concept...
asd
Core “theme” of the test
The implementation
of that lever
We believe that lever by test concept...
We believe that emphasising the call-to-action by
adding a button to the main con...
...on area for audience will result in goal.
...on area for audience will result in goal.
The high-opportunity page
or element we’re testing
...on area for audience will result in goal.
The high-opportunity page
or element we’re testing
The high-opportunity audie...
...on area for audience will result in goal.
...on the credit card landing page for desktop
visitors will result in an inc...
We’ll know by observing KPI for duration.
We’ll know by observing KPI for duration.
How we’ll measure
the goal
We’ll know by observing KPI for duration.
How we’ll measure
the goal
The expected test duration
We’ll know by observing KPI for duration.
We’ll know by observing successful 1-2-3 credit
card applications for 2 weeks.
Test hypothesis
We know that 98% of visitors to the credit card landing page don’t
apply. In usability tests, all users st...
We know that quant and qual data.
We believe that lever by test concept on area for
audience will result in goal.
We’ll kn...
We know that quant and qual data.
We believe that lever by test concept on area for
audience will result in goal.
We’ll kn...
Habits of testing
Evolutionary testing
Lever
Lever 1
Lever 3
Lever 2
Increase test complexity
and apply to new areas
Iterate on
minimum
viable
test
Minimum
viable
test
Lever
Test
Test
Test
Te...
Increase test complexity
and apply to new areas
Iterate on
minimum
viable
test
Minimum
viable
test
Lever
Test
Test
Test
Te...
Increase test complexity
and apply to new areas
Iterate on
minimum
viable
test
Minimum
viable
test
Lever
Test
Test
Test
Te...
Increase test complexity
and apply to new areas
Iterate on
minimum
viable
test
Minimum
viable
test
Lever
Test
Test
Test
Te...
Start with the
minimum viable test
then scale in reach and impact.
@conversion_com
Habits of testing
Every change is a test
1810–1984
1998–2016
1995–2016
“If you double the number
of experiments you do per year
you’re going to
double your inventiveness.”
Jeff Bezos
Customer journey
TV
SEO
Display advertising
Social media
Outdoor advertising
PPC
Customer journey
Website
App
In-store
TV
SEO
Call centreDisplay advertising
Social media
Outdoor advertising
PPC
Customer journey
Website
App
In-store
TV
SEO
Call centreDisplay advertising
Social media
Product
Pricing
Outdoor advertisi...
Customer journey
Website
App
In-store
TV
SEO
Call centreDisplay advertising
Social media
Product
Pricing
Lifetime value
Re...
Customer journey
Website
App
In-store
TV
SEO
Call centreDisplay advertising
Social media
Product
Pricing
Lifetime value
Re...
Testing allows us to optimise
advertising, content, design,
functionality, price, product...
at scale.
@conversion_com
Before After
Sales
+100%
In a fast-changing world,
testing is our unfair advantage.
@conversion_com
@conversion_com
@pav
stephen.pavlovich@conversion.com
Thank you!
SearchLove London 2016 | Stephen Pavlovich | Habits of Advanced Conversion Optimisers
SearchLove London 2016 | Stephen Pavlovich | Habits of Advanced Conversion Optimisers
SearchLove London 2016 | Stephen Pavlovich | Habits of Advanced Conversion Optimisers
SearchLove London 2016 | Stephen Pavlovich | Habits of Advanced Conversion Optimisers
SearchLove London 2016 | Stephen Pavlovich | Habits of Advanced Conversion Optimisers
SearchLove London 2016 | Stephen Pavlovich | Habits of Advanced Conversion Optimisers
SearchLove London 2016 | Stephen Pavlovich | Habits of Advanced Conversion Optimisers
SearchLove London 2016 | Stephen Pavlovich | Habits of Advanced Conversion Optimisers
SearchLove London 2016 | Stephen Pavlovich | Habits of Advanced Conversion Optimisers
SearchLove London 2016 | Stephen Pavlovich | Habits of Advanced Conversion Optimisers
SearchLove London 2016 | Stephen Pavlovich | Habits of Advanced Conversion Optimisers
SearchLove London 2016 | Stephen Pavlovich | Habits of Advanced Conversion Optimisers
SearchLove London 2016 | Stephen Pavlovich | Habits of Advanced Conversion Optimisers
SearchLove London 2016 | Stephen Pavlovich | Habits of Advanced Conversion Optimisers
SearchLove London 2016 | Stephen Pavlovich | Habits of Advanced Conversion Optimisers
SearchLove London 2016 | Stephen Pavlovich | Habits of Advanced Conversion Optimisers
SearchLove London 2016 | Stephen Pavlovich | Habits of Advanced Conversion Optimisers
SearchLove London 2016 | Stephen Pavlovich | Habits of Advanced Conversion Optimisers
SearchLove London 2016 | Stephen Pavlovich | Habits of Advanced Conversion Optimisers
SearchLove London 2016 | Stephen Pavlovich | Habits of Advanced Conversion Optimisers
SearchLove London 2016 | Stephen Pavlovich | Habits of Advanced Conversion Optimisers
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SearchLove London 2016 | Stephen Pavlovich | Habits of Advanced Conversion Optimisers

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Discover how you can increase the performance and velocity of your testing program. Stephen will share his experience at Conversion.com, the UK’s biggest conversion optimisation agency. You’ll learn how to develop a process for personalisation (and avoid the mistakes most people make), how to accelerate your testing (with an advanced framework for prioritisation), and how to run advanced tests on product and price.

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SearchLove London 2016 | Stephen Pavlovich | Habits of Advanced Conversion Optimisers

  1. 1. Habits of advanced conversion optimisers Stephen Pavlovich CEO @ Conversion.com
  2. 2. “To test it out, we tied together this fake trailer where we combined 25 clips from all these movies that inspired us.” Matt Duffer
  3. 3. How most people see testing
  4. 4. Testing gives us a framework to take risks and be more inventive. @conversion_com
  5. 5. The changing nature of testing
  6. 6. “Almost any questions can be answered, cheaply, quickly and finally, by a test campaign. And that's the way to answer them – not by arguments around a table.”
  7. 7. “Almost any questions can be answered, cheaply, quickly and finally, by a test campaign. And that's the way to answer them – not by arguments around a table.” Claude Hopkins Scientific Advertising (1923)
  8. 8. Tests are important and help us understand our customers. Good selling is based on good testing. Claude Hopkins Scientific Advertising (1923) “
  9. 9. WHAT WOULD YOU DO IF LIFE HAD AN UNDO BUTTON?
  10. 10. Testing can be an undo button for our most important decisions. @conversion_com
  11. 11. Habits of testing The hypothesis
  12. 12. 1. Find out why people aren’t converting 2. Fix it.
  13. 13. 1. Find out why people aren’t converting 2. Fix it.
  14. 14. Use this formula to write your test hypotheses instead...
  15. 15. We know that quant and qual data. We believe that lever by test concept on area for audience will result in goal. We’ll know by observing KPI for duration. @conversion_com
  16. 16. We know that quant and qual data. We believe that lever by test concept on area for audience will result in goal. We’ll know by observing KPI for duration. @conversion_com
  17. 17. We know that quant and qual data. We believe that lever by test concept on area for audience will result in goal. We’ll know by observing KPI for duration. @conversion_com
  18. 18. We know that quant and qual data. asd
  19. 19. We know that quant and qual data. asd Sales data, web analytics, form analysis, session replay, heatmapping, onsite surveys, offsite surveys, focus groups, usability tests...
  20. 20. We know that quant and qual data. We know that 98% of visitors to the credit card landing page don’t apply. In usability tests, all users struggled to locate the call-to-action. asd
  21. 21. We believe that lever by test concept... asd
  22. 22. We believe that lever by test concept... asd Core “theme” of the test
  23. 23. We believe that lever by test concept... asd Core “theme” of the test The implementation of that lever
  24. 24. We believe that lever by test concept... We believe that emphasising the call-to-action by adding a button to the main content panel... asd
  25. 25. ...on area for audience will result in goal.
  26. 26. ...on area for audience will result in goal. The high-opportunity page or element we’re testing
  27. 27. ...on area for audience will result in goal. The high-opportunity page or element we’re testing The high-opportunity audience segment we’re targeting
  28. 28. ...on area for audience will result in goal. ...on the credit card landing page for desktop visitors will result in an increase in credit card customers.
  29. 29. We’ll know by observing KPI for duration.
  30. 30. We’ll know by observing KPI for duration. How we’ll measure the goal
  31. 31. We’ll know by observing KPI for duration. How we’ll measure the goal The expected test duration
  32. 32. We’ll know by observing KPI for duration. We’ll know by observing successful 1-2-3 credit card applications for 2 weeks.
  33. 33. Test hypothesis We know that 98% of visitors to the credit card landing page don’t apply. In usability tests, all users struggled to locate the call-to-action. We believe that emphasising the call-to-action by adding a button to the main content panel on the credit card landing page for desktop visitors will result in an increase in credit card customers. We’ll know by observing successful 1-2-3 credit card applications for 2 weeks.
  34. 34. We know that quant and qual data. We believe that lever by test concept on area for audience will result in goal. We’ll know by observing KPI for duration. @conversion_com
  35. 35. We know that quant and qual data. We believe that lever by test concept on area for audience will result in goal. We’ll know by observing KPI for duration. @conversion_com Apply toanything
  36. 36. Habits of testing Evolutionary testing
  37. 37. Lever Lever 1 Lever 3 Lever 2
  38. 38. Increase test complexity and apply to new areas Iterate on minimum viable test Minimum viable test Lever Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test TestLever 1 Lever 3 Lever 2
  39. 39. Increase test complexity and apply to new areas Iterate on minimum viable test Minimum viable test Lever Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test TestLever 1 Lever 3 Lever 2
  40. 40. Increase test complexity and apply to new areas Iterate on minimum viable test Minimum viable test Lever Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test TestLever 1 Lever 3 Lever 2
  41. 41. Increase test complexity and apply to new areas Iterate on minimum viable test Minimum viable test Lever Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test TestLever 1 Lever 3 Lever 2
  42. 42. Start with the minimum viable test then scale in reach and impact. @conversion_com
  43. 43. Habits of testing Every change is a test
  44. 44. 1810–1984
  45. 45. 1998–2016
  46. 46. 1995–2016
  47. 47. “If you double the number of experiments you do per year you’re going to double your inventiveness.” Jeff Bezos
  48. 48. Customer journey TV SEO Display advertising Social media Outdoor advertising PPC
  49. 49. Customer journey Website App In-store TV SEO Call centreDisplay advertising Social media Outdoor advertising PPC
  50. 50. Customer journey Website App In-store TV SEO Call centreDisplay advertising Social media Product Pricing Outdoor advertising PPC
  51. 51. Customer journey Website App In-store TV SEO Call centreDisplay advertising Social media Product Pricing Lifetime value Referrals Outdoor advertising PPC
  52. 52. Customer journey Website App In-store TV SEO Call centreDisplay advertising Social media Product Pricing Lifetime value Referrals Outdoor advertising PPC Why arewe onlytestinghere?
  53. 53. Testing allows us to optimise advertising, content, design, functionality, price, product... at scale. @conversion_com
  54. 54. Before After
  55. 55. Sales +100%
  56. 56. In a fast-changing world, testing is our unfair advantage. @conversion_com
  57. 57. @conversion_com @pav stephen.pavlovich@conversion.com Thank you!

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