Don't settle for average testing and optimization
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Don't Settle for Average - Testing and Optimization By: Naoshi Yamauchi, Director, Analytics Brooks Bell interactive
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Don't settle for average testing and optimization
- 1. Don’t Settle For Average Testing & Optimization
- 2. why test & optimize? meat tips case studies
- 3. we optimize our daily lives.. emails commute morning routines work environment
- 4. my kids analytics lesson: that’s a lot of kids two sets of twins
- 5. a lot of moving pieceshectic!!!optimizing each = key to successAPPLAUSE!!!
- 6. we optimize our daily lives.. emails commute morning routines we often fail to translate to online campaigns work environment
- 7. *Omniture Conversion Optimization Benchmark Survey, July 2009 WOW!!! $4,946 $54 retail clothing store scenario$5,000 marketing budget
- 8. why don’t we test & optimize? 1. don’t know how 2. complacent 3. red tape 4. can’t sell the value
- 9. 1. don’t know how start testing
- 10. if you don’t miss, you’re not pushing the envelope. be bold
- 11. 2. complacent he’s coming get optimizing “a/b testing”
- 12. 3. red tape • IT. puts the “it” in “sit” • creative resources • budget Outsource, allocate, or try new tools.
- 13. speak the language persuasive bottom line most underrated skill: 4. ability to sell
- 14. Traffic Time Team Trust Technology 5 Ts of Testing 5 Ts of Testing
- 15. rate of optimization • traffic • conversion rate • # of tests • % lift/depression reach statistical significance faster
- 16. red or blue? A B traffic a/b traffic • more experts prefer? • holistic • big wins/losses • good start • more combinations • synergy in elements • smaller wins/losses • good after a/b
- 17. conversion factors: good > bad > motivation relevance value proposition offer anxiety friction
- 19. little testing slow basic use under utilized http://www.mroptimization.com/multivariate-testing-targeting-related-numbers/the-secret- multivariate-testing-vendors-dont-want-you-to-know unfortunate landscape
- 20. it’s the people. not as much the technology.
- 21. testing: use common sense • define goal • assess current situation • segment • impact factor • type of test
- 22. I did not take this picture. This is all hypothetical. To tell a story. I am happily married. goal: pick up ladies current situation: no ladies segment impact factor: my ride run through scenario
- 23. or which makes more sense?
- 24. leave ego at door when testing results will often surprise you
- 25. goal >> about page hypothesis: handsomeness too much goal >> bounce rate not enough traffic & conversions
- 26. takeaways • test what you can • VWSO – easy • results sting sometimes • stings… but still fun
- 27. X 3.5 Publish Your Book For Free • 3 simple steps • Global marketplace • No risk • Make money goal >> consumers to publish book ppc assess current situation
- 28. takeaways • sold it • no technology needed • even ugly works • a/b first. mvt next • bottom line
- 29. obviously better… or are they? above the fold big & bold shiny button
- 30. wrapping it up • people more than technology. • learn to sell. • common sense. • test & learn. • have fun.