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Use Passive User Tests To Improve Your Conversion Rates

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This presentation is from Affiliate Summit West 2017 (January 15-17, 2017 in Las Vegas, Nevada). Session description: Passive user testing is the best way to get info about users in the wild. You’ll learn what makes this type of test powerful, how to get this valuable info, & exactly how it can improve conversions.

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Use Passive User Tests To Improve Your Conversion Rates

  1. 1. Passive User Tests To Improve Conversion Rates Justin Rondeau
 Director of Optimization
  2. 2. What do you think of when I say 
 ‘User Testing’?
  3. 3. THAT’S JUST HALF OF IT!
  4. 4. ACTIVE USER TESTING PASSIVE USER TESTING
  5. 5. Active User Tests: A user test where they user is aware they are in a testing environemnt.
  6. 6. SURVEYS WHAT YOUR CUSTOMERS ARE THINKING
  7. 7. Survey Pros 1. Quick Detailed Responses 2. Easy To Segment Data To Find Trends 3. Know Exactly What Your Customer Thinks
  8. 8. Survey Cons 1. Only a Subset of Audience 2. Inaccuracies Due to Question Construction 3. Lots of External Variables
  9. 9. Tech To Use
  10. 10. Protip:
 Trigger QUICK surveys at key times, e.g., abandonment, after purchase! …and…
  11. 11. Use These Types Of Questions • Was it was easy to find what you were looking for? • Were the words/vocab used to define categories/sub-categories clear to you? • Do you have any suggestions to improve our website navigation? • Does our website look credible to you? • Is our pricing clear? • Is there anything else you’d like to know before signing up with us? • Will you shop with us again? Why/why not? • Do you think the form has any confusing/unnecessary input fields?
  12. 12. USABILITY TESTS LITERALLY SIT DOWN AND WATCH THEM USE YOUR SITE
  13. 13. UsabilityTests Pros 1. Individual & Detailed Responses 2. Relatively Easy To Recruit
  14. 14. UsabilityTests Cons 1. Expensive (If True Lab) 2. Small Sample Size (if on Budget) 3. Time Consuming
  15. 15. Tech To Use
  16. 16. Tech To Use
  17. 17. Problems With Active User Tests 1. Hawthorne Effect 2. Survey Bias 3. Researcher’s Bias 4. Non Response Bias
  18. 18. “Act as you normally would…”
  19. 19. Problems With Active User Tests 1. Hawthorne Effect 2. Survey Bias 3. Researcher’s Bias 4. Non Response Bias
  20. 20. Problems With Active User Tests 1. Hawthorne Effect 2. Survey Bias 3. Researcher’s Bias 4. Non Response Bias
  21. 21. Research Question: “How Much Do You Love Star Wars?”
  22. 22. Problems With Active User Tests 1. Hawthorne Effect 2. Survey Bias 3. Researcher’s Bias 4. Non Response Bias
  23. 23. Target Market
  24. 24. Target Market
  25. 25. Biggest Problem With Active User Tests:
 BIG DIFFERENCE BETWEEN WHAT YOU SAY & WHAT YOU DO
  26. 26. Passive User Tests: A user test where they user is unaware they are in a testing environment.
  27. 27. HEATMAPS WHERE YOUR USERS ARE CLICKING (ON AVERAGE)
  28. 28. What you can learn 1. Where your visitors are clicking. (Aggregate) 2. Where your visitors are scrolling. …or more importantly where they aren’t clicking or scrolling.
  29. 29. Example 40.9% Increase In Sales When We Actually Made The Link Clickable… …Go Figure.
  30. 30. Tough Realization Only 6% of traffic made it this far…
  31. 31. RECORDINGS WHAT YOUR VISITORS ARE ACTUALLY DOING
  32. 32. What you can learn 1. How individuals are using your site. 2. Points of frustration on your page. 3. Your visitors page journey.
  33. 33. What you can learn 1. We noticed visitors consistently scrolled first instead of filling out the form. 2. Realized they were looking for price. 3. Came up with better designs that addressed this issue.
  34. 34. FORM ANALYTICS WHICH FIELDS ARE PROBLEMATIC
  35. 35. What you can learn 1. Which fields are causing form drop off. 2. Which fields are confusing. 3. Which fields aren’t causing problems. 4. Oh Yeah! Form Conversion Rate :)
  36. 36. FUNNEL VISUALIZATION SEE WHERE VISITORS DROP OFF
  37. 37. What you can learn 1. Easily identify holes in funnel 2. Pick your next page to update, run a more in depth test, or split test a new hypothesis.
  38. 38. CUSTOMER SERVICE QUESTIONS WHAT THEY REALLY THINK
  39. 39. Top Customer Service Questions 1. What are the top 3 questions you get from potential customers? 2. What do you answer to these questions? 3. Are there any particular aspects of X that people don’t understand? 4. What aspects of X do people like the most/least? 5. Have we missed anything important? Got something to add?
  40. 40. Protip:
 ASK CUSTOMER SERVICE EACH WEEK THE TOP 5 ISSUES
  41. 41. SALES QUESTIONS WHAT WILL CONVINCE YOUR CUSTOMER TO BUY
  42. 42. Top Sales Question 1. What are the top 3 questions you get from potential customers? 2. What do you answer to these questions? 3. What is the biggest barrier keeping people from buying your product? 4. Are there any specific selling points that work particularly well? If so, which ones? 5. Have we missed anything important? Got something to add?
  43. 43. Passive User Tests Why? 1. An example of what your customer actually does vs. what they say. 2. Only limitation is traffic 3. Identifies structural issues that bypass test periods.
  44. 44. QUESTIONS? CONTACT INFO EMAIL: JUSTIN.RONDEAU@DIGITALMARKETER.COM TWITTER: @JTRONDEAU LINKEDIN: linkedin.com/in/jtrondeau

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