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Po’ Man’s Guide to Outrageous Testing & Optimization By Ryan Hutchings

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From the SMX Advanced Conference in Seattle, Washington, June 2-3, 2015. SESSION: Conversion Rate Rockstars. PRESENTATION: Po’ Man’s Guide to Outrageous Testing & Optimization - Given by Ryan Hutchings, @hutchseo - Glamping.com, General Manager / Overlord. #SMX #22B

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Po’ Man’s Guide to Outrageous Testing & Optimization By Ryan Hutchings

  1. 1. #SMX #22b @hutchseo $500k of consulting in 30 slides Po’ Man’s Guide to Outrageous Testing & Optimization
  2. 2. #SMX #22b @hutchseo Ryan Hutchings, Glamping.com Overlord "Statistics are like a bikini. What they reveal is suggestive, but what they conceal is vital." –Aaron Levenstein
  3. 3. #SMX #22b @hutchseo It’s math – not marketing… ….math and educated guessing CUT TO THE CHASE
  4. 4. #SMX #22b @hutchseo CURRENT STATUS §  Create a “test version” §  Run for a couple of weeks §  Compare to original version in analytics §  Look at basic stats & conversion rates (if possible)
  5. 5. #SMX #22b @hutchseo WHY DOESN’T THAT WORK
  6. 6. #SMX #22b @hutchseo METHODOLOGY A/B Split Test •  Internal system with server- side splitting, custom variables •  Full manual reporting – spreadsheets and database reports Largetest Search Results Cart Product Testing Landing Page Optimization •  Third-party software •  Internal analysis determine what to test. Smalltest PPC and SEO landing pages Headlines/CTA Images
  7. 7. #SMX #22b @hutchseo Step #1: DATA PREP Landing Pages Search Results Property Cart Billing Purchase 3.5% 1.7% “rising tide” A/B (Large test) Single page LPO (Small test) 40% 1.7% Purchase Know your conversions! Site Conversion: 1.5%
  8. 8. #SMX #22b @hutchseo Step #1: DATA PREP Landing Pages Search Results Property Lead Sale Purchase 4.5% 1.7% “rising tide” A/B (Large test) Single page LPO (Small test) 25% 3.0% Site Conversion: 2.0%
  9. 9. #SMX #22b @hutchseo STEP 2: METHODOLOGY A/B Split Test •  Internal system with server- side splitting, custom variables •  Full manual reporting – spreadsheets and database reports Largetest Search Results Cart Product Testing Landing Page Optimization •  Third-party software •  Internal analysis determine what to test. Smalltest PPC and SEO landing pages Headlines/CTA Images
  10. 10. #SMX #22b @hutchseo Landing Pages Search Results Property Cart Billing Purchase A/B (Large test) Single page LPO (Small test) Purchase STEP 2: METHODOLOGY
  11. 11. #SMX #22b @hutchseo www.meclabs.com STEP 2: METHODOLOGY
  12. 12. #SMX #22b @hutchseo STEP 3: LARGE & SMALL A/B Split Test •  Internal system with server- side splitting, custom variables •  Full manual reporting – spreadsheets and database reports Largetest Search Results Cart Product Testing Landing Page Optimization •  Third-party software •  Internal analysis determine what to test. Smalltest PPC and SEO landing pages Headlines/CTA Images
  13. 13. #SMX #22b @hutchseo SMALL TEST: MATH 47% Bounce •  53% stay •  5,300 (visitors) •  50% CTR •  2,650 (proceed) •  2% conversion •  53 (conversions) 42% Bounce •  58% stay •  +500 (visitors) •  50% CTR •  +350 (proceed) •  2% conversion •  +7 7 more conversion •  $150 / conv. •  $1,050 sales •  Small enough to fall into a margin of error 10,000 Visitors
  14. 14. #SMX #22b @hutchseo 1.  You optimize a bunch of pages and get wins everywhere 2.  Then 3 months later your overall metrics haven’t really changed – bosses start to think “They told me we should be seeing a 30% lift. I don’t see 30% more sales.” 3.  Update LinkedIn profile and subscribe to daily emails from TheLadders and Glassdoor….that you never unsubscribe to…ever. SMALL TEST: LIKELY OUTCOME
  15. 15. #SMX #22b @hutchseo §  Tools: Optimizely (unbounce & visualwebsiteoptimizer) §  Priority: Traffic + Performance (CTR then Bounce) §  List all your pages, prioritize the list, always have 1-3 running §  SMALL BEANS – in aggregate it’s good SMALL TEST: DOWN AND DIRTY
  16. 16. #SMX #22b @hutchseo SMALL TEST: PPC LPO
  17. 17. #SMX #22b @hutchseo SMALL TEST: PPC LPO 427% Increase in CTR
  18. 18. #SMX #22b @hutchseo SMALL TEST: PPC LPO
  19. 19. #SMX #22b @hutchseo SMALL TEST: PPC LPO 58% Increase
  20. 20. #SMX #22b @hutchseo LARGE TEST A/B Split Test •  Internal system with server- side splitting, custom variables •  Full manual reporting – spreadsheets and database reports Largetest Search Results Cart Product Testing Landing Page Optimization •  Third-party software •  Internal analysis determine what to test. Smalltest PPC and SEO landing pages Headlines/CTA Images
  21. 21. #SMX #22b @hutchseo q A/B testing platform q  ROI template q  Pre & post test calculator LARGE TEST: Checklist
  22. 22. #SMX #22b @hutchseo LARGE TEST: PLATFORM Conditions Segment your users and/or their visits to single or multi-visit conditions. inlineLeadForm1 mrSearchPage1 Notest simpleModalLeadForm simpleModalLeadForm4 control test
  23. 23. #SMX #22b @hutchseo LARGE TEST: ROI TEMPLATE
  24. 24. #SMX #22b @hutchseo §  http://www.kaushik.net/avinash/excellent-analytics-tip1- statistical-significance/ §  Download the template §  Insert a “duration estimation” calculator to the template §  Add 2 more tabs – daily tracking graph & screenshots LARGE TEST: VALIDATION SHEET
  25. 25. #SMX #22b @hutchseo LARGE TEST: VALIDATION SHEET
  26. 26. #SMX #22b @hutchseo LARGE TEST: VALIDATION SHEET
  27. 27. #SMX #22b @hutchseo LARGE TEST: VALIDATION SHEET
  28. 28. #SMX #22b @hutchseo
  29. 29. #SMX #22b @hutchseo 24% Increase
  30. 30. #SMX #22b @hutchseo
  31. 31. #SMX #22b @hutchseo 32% Increase
  32. 32. #SMX #22b @hutchseo §  Just find someone purely organized (almost anal) and analytical §  Skip the UI/UX experts (unless they meet the above requirements) §  Take the time to create your templates right §  Define “conversions” in reporting TIPS
  33. 33. #SMX #22b @hutchseo TIPS 50%  + 40-­‐50% 30-­‐40% >30% 60% 50-­‐60% 30-­‐50% >30% Bounce Rates CTR Rates
  34. 34. #SMX #22b @hutchseo TIPS Website Section Expected Improvement Checkout/Payment Pages (Purchase) 15% - 25% Product Pages (CTR) 10% - 20% Search Results (CTR) 5% - 7% Landing Page (Bounce or CTR) 20% Lead Form Submissions 15% - 25%
  35. 35. #SMX #22b @hutchseo THANK YOU! ryan.hutchings@gmail.com

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