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A.B.T. (Always Be Testing)
How UX testing can help you meet and exceed program goals
Why Test UX?
1
You might be thinking…
• It takes time and expertise to collect & analyze information…
• Testing might expose a need for more extensive work...
• This all impacts the cost and schedule of my project…
…So why should I do it?
4
You’re losing money if you aren’t testing.
Testing helps identify problems before time and money
are spent creating something that doesn’t work well.
6
7
8
Testing will help
you meet and
exceed your
goals.
User Experience User Engagement
User Satisfaction
Conversions / Meeting Goals
10
Testing will validate
or invalidate your
assumptions.
Challenging Your Expectations
• Did you see what you expected to see?
• How are users defying your expectations?
• What is working well?
• What isn’t working well?
12
Testing will help
you think like
your users.
Thinking Like Your Users
• See your content from the viewpoint of someone who isn’t you (your
organization, your BOD, etc.)
• Learn things you didn’t even know you should be thinking about
The Testing Blueprint
2
When?
The time is
always…
Testing Blueprint: When to Test – Now
Start testing right now, focusing on these areas:
1. High traffic pages
2. Conversion pages
3. Email campaigns
Testing Blueprint: When to Test – Optimal Times
Optimal testing times:
1. Before a redesign
2. Before EOY campaigns
3. Before large fundraising pushes (awareness or action months)
4. Don’t test during your largest and most critical campaigns, test before.
Testing Toolkit
Testing Toolkit: Tools for the Job
• Native Platform Analytics
• Google Analytics
• Crazy Egg
• Google Experiments
• Optimizely
• Moveable Ink (Email Campaigns)
Testing Toolkit: Native Platform Analytics
• Purpose: Data Collection
• Cost: Free/Included with Platform
• Learning Curve: Easy
• Examples:
– Jetpack for Wordpress
– Luminate Online Reporting
Jetpack for Wordpress
Testing Toolkit: Google Analytics
• Purpose: Data Collection
• Cost: Free
• Learning Curve: Medium
• Setup: Include JavaScript snippet
on every page of your website (or
any page you need tracking)
Google Analytics Dashboard
Testing Toolkit: Crazy Egg
• Purpose: Data Collection
• Cost: Low
• Learning Curve: Easy
• Use: View user clicks, hover and
scroll tendencies to determine effect
UX design with heat mapping.
Crazy Egg Heat
Map
Testing Toolkit: Google Experiments
• Purpose: Variation Testing (A/B/C)
• Cost: Free
• Learning Curve: Hard
• Setup: Use JavaScript to change
elements, Google
Analytics/Experiments handles
testing parameters and reporting
Google Analytics Dashboard
Testing Toolkit: Optimizely
• Purpose:
– Variation Testing (A/B/C)
– Data Collection
• Cost: Enterprise
• Learning Curve: Easy
• Setup: Insert JavaScript snippet
and run experiments using
Optimizely’s platform
Optimizely Experiment
Testing Toolkit: Movable Ink
• Purpose: Email Engagement
• Cost: Low (based on email sends)
• Learning Curve: Easy
• Use: Engage users with dynamic
images based on location,
constituent information or date/time.
Movable Ink Dashboard
Realistic Goals
To-Do List:
1. Wait for Tonight
2. Try and Take Over the World
Brainstorm Goals: The “How Can We?” Question
What are your goals? Start broad with a brainstorming session and generalized
language:
“How can we…”
– increase donations?
– get more email sign-ups?
– increase engagement with email campaigns?
Refine Goals: The “What Are We Measuring?” Question
Next, include a clear measurable you can monitor with data:
“How can we increase donation…”
– click throughs?
– conversions?
– average amounts?
Define Goals: The “Would This Work?” Question
Now refined, it’s time to define your goals with an action:
“Would this work?”
– A donation lightbox on high-traffic pages to increase donation click-throughs.
– A geo-targeted banner on the homepage to increase event registrations.
– Stronger language in our email campaigns to increase our CTR.
Measure Twice…
Test Once
Measuring Success: The First Measure
Before you test, answer these questions:
1. What is your current performance on these pages/campaigns?
2. What is the industry and internal organization average performance?
3. How long will we run the test to ensure statistically significant data?
4. What is a realistic expectation for success?
Measuring Success: The Test
While you test, here are your new mantras:
1. Be patient! Stick to the timeline and see it to the end.
2. Monitor consistently
1. Set up reports daily/weekly
2. Perform real-life tests periodically
3. Tweak if results show dramatic winner half-way through
Measuring Success: The Second Measure
After your test, debrief and decide:
1. Were the results statistically significant?
2. Did the test run long enough to ensure a large enough sample size for
scaling?
3. Were our expectations met?
4. What did we learn?
Testing for a Website
3
Google Analytics Content Experiment:
Donation Intercept Test
GOAL:
Determine the best CTA option
to increase traffic to the
donation form
35
TOOL:
Google Analytics (GA)
• No additional investment
required
• GA already set-up to track
the donation funnel
Control
36
Lightbox Test
Donation Intercept Test: Measures/Outcome
• Control:
– Donation button in header
– Donation array in footer
• Lightbox Version A:
– Lightbox appears after 15 seconds
• Lightbox Version B:
– Lightbox appears after 75% scroll
Measures
• Version A resulted in highest traffic
generation
• The control and Version A delivered
similar numbers of completed
donations
• Version B proved not to be a valid
option to drive either traffic or
donations
Outcome
37
If you have 1,000 donations per year, imagine what a 10% increase would do to your
bottom line!
Optimizely: Donation Array Test
38
GOAL:
• Determine the most valuable
offering for donation array
• Determine if there is any
variance based on entry
point to the donation form
TOOL:
Optimizely
• GA didn’t track donation funnel
• Easy to replicate and host multiple
forms
• Minimal disruption for their internal
web & IT teams
• Ability to segment audiences and
select traffic sources to determine
differences
Donation Array Test
39
Three Versions:
CONTROL VERSION A
(Lower)
VERSION B
(Higher)
$50 $35 $55
$100 $50 $100
$250 $100 $250
$500 $250 $500
$1,000 $500 $1,500
Donation Array Test: Measures/Outcome
40
Test Group
Home Page
Click-through Rate
High Traffic Internal Page
Click-through Rate
Donation Form
Completion Rate
Avg.
Donation
Variation 1 - Control 2.1% 0.014% 10.4% $99
Variation 2 - Lower 1.9% 0.020% 12.8% $106
Variation 3 - Higher 2.2% 0.022% 13.4% $144
Imagine if all of their donations from the first half of the year had come in at $144 vs. $99 avg.
gift ?
Optimizely : Geo-Targeted Event Recruitment Banners
41
GOAL:
• Determine if we could
convert Home Page visitors
to Walk participants
TOOL:
Optimizely
• Easy to modify pages without diving
deep into code
• Minimal disruption for their internal
web & IT teams
• Easy to serve specific creative to
different audiences (geo-targeted)
• Ability to set up timed experiments
based on event date
Geo-Targeted Event Registration Banners
42
Desktop Mobile
Geo-Targeted Recruitment Banners: Measures/Outcome
• Not a traditional test
• No versions to test against
• 6 pilot locations
• Each banner was coded to display to a
unique visitor within a specified geographic
catchment area
• Banners shut-off automatically the day
before the event
Measures
• Banners resulted in 2.5 – 6%
engagement rate, depending on locations
(vs. 0.08% for a traditional paid display
ad)
• No change in bounce rates or drop off
rates
• Registrations ranged from .5% – 1%
Outcome
43
What would a 1% increase in event registrations mean for your event?
Crazy Egg: Heat Mapping to Inform UX Design
44
GOAL:
• Re-design or Re-fresh
• Prove that the investment in
the current website design
still sound
TOOL:
Crazy Egg Heat-Mapping
• Site already used best practices for
successful event sites
• No obvious challenge areas
• Observe user behavior to identify
opportunities and gaps
• Connects to GA account via simple
code inserted into page
• Low monthly fee – very affordable
testing option
Heat Mapping to Inform UX Design
The Site Heatmap Overlay
Are site visitors doing what you want them to do?
Long Scroll Pages
Where are they
spending their
time?
Are they getting
to the most
valuable
information?
What
information are
they missing ?
Heat-mapping: Measures/Outcome
• Understanding how your site visitors are
interacting with your content to inform
possible updates or future testing
• Provides navigation cues to streamline
content to ensure focus is on your main
CTAs: register, donate, log in
• Identifies content placement priorities for
long-scrolling pages
Measures
• Proved that the overall structure of the
site is good
• Prioritize content on long-scrolling
pages
• Optimal placement for social sharing
tools
Outcome
47
Age old question: Website re-design or website re-fresh? Let your site visitors tell you what
they need.
Testing for an
Email Campaign4
Why email testing?
The channel where you are consistently reaching out to
communicate directly with your most dedicated supporters.
Really learn about your constituents and include those lessons in your
ongoing campaign strategies…
• What inspires them?
• What drives them?
• What might fall flat?
49
A/B Testing
What is it?
It’s split testing! Comparing two versions of a web page or email to see
which one performs better. You do this by splitting your audience and
serving up a different variant to find which creative results in a better
conversion rate.
Most email marketing tools have built-in, user-friendly
A/B testing features.
50
A/B Testing: General vs Hard-Hitting Language
51
GOAL:
• Prove theory to internal
review teams: hard-hitting
facts and statements would
result in better performance
• Statistically significant results
• Lift KPIs, including amount
raised
TOOL:
Built in A/B Testing Functionality
• Ability to easily split segments and
serve up A/B creative
• Manageable resource lift to create test
build from control email build
• Easy reporting to identify winners early
in campaign for later sends and,
ultimately, determine statistically
significant results
52
General Language Version Hard-Hitting Language Version
A/B Testing: General vs Hard-Hitting Language
• Developed Marquee Testing strategy over
3 largest campaigns through first half of
year for 6 months of data on ONE test
• Followed Engagement KPIs: Open Rates,
CTR, Conversion Rate, # of Gifts, Amount
Raised, Avg Gift
Measures
• Hard-hitting copy had a direct impact not only on
the decision to give but the amount of which the
donor decided to give
– Amount raised and average gift KPIs for
launch up 100% or more compared to
control
• Confidence in a global brand refresh that heads in
bold direction
• All teams on the same page to focus on new
learnings
Outcome
53
If hard-hitting language was right for your organization and raised a
$30K campaign by 30-40%, you could make an additional $9,000 to
$12,000!
Movable Ink
What is it?
Contextual email marketing software that allows you to dynamically
change the content of an email upon the moment of open to tailor
messaging in real-time.
54
Movable Ink
What you can do with Movable Ink:
• Image Personalization
• Geo-Targeted Personalization
• Weather Personalization
• Device-Targeted Personalization
• Data Automation, Image Swaps
• Live Polling
• Live Social Feeds
• Real-Time Optimization
55
56
Example: Humane Society CTA Button Testing
Example: Humane Society Average Gift Suggestion Test
57
ABT: Always Be Testing
58
• There is no wrong time to start testing
• Testing is way worth the investment
• Start by testing your assumptions
• Test in increments, one element at a
time
59
WELCOME
TO THE FUTURE.
Coming soon…
Questions?

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UX Webinar: Always Be Testing

  • 1. A.B.T. (Always Be Testing) How UX testing can help you meet and exceed program goals
  • 3. You might be thinking… • It takes time and expertise to collect & analyze information… • Testing might expose a need for more extensive work... • This all impacts the cost and schedule of my project… …So why should I do it?
  • 4. 4 You’re losing money if you aren’t testing. Testing helps identify problems before time and money are spent creating something that doesn’t work well.
  • 5.
  • 6. 6
  • 7. 7
  • 8. 8 Testing will help you meet and exceed your goals.
  • 9. User Experience User Engagement User Satisfaction Conversions / Meeting Goals
  • 10. 10 Testing will validate or invalidate your assumptions.
  • 11. Challenging Your Expectations • Did you see what you expected to see? • How are users defying your expectations? • What is working well? • What isn’t working well?
  • 12. 12 Testing will help you think like your users.
  • 13. Thinking Like Your Users • See your content from the viewpoint of someone who isn’t you (your organization, your BOD, etc.) • Learn things you didn’t even know you should be thinking about
  • 16. Testing Blueprint: When to Test – Now Start testing right now, focusing on these areas: 1. High traffic pages 2. Conversion pages 3. Email campaigns
  • 17. Testing Blueprint: When to Test – Optimal Times Optimal testing times: 1. Before a redesign 2. Before EOY campaigns 3. Before large fundraising pushes (awareness or action months) 4. Don’t test during your largest and most critical campaigns, test before.
  • 19. Testing Toolkit: Tools for the Job • Native Platform Analytics • Google Analytics • Crazy Egg • Google Experiments • Optimizely • Moveable Ink (Email Campaigns)
  • 20. Testing Toolkit: Native Platform Analytics • Purpose: Data Collection • Cost: Free/Included with Platform • Learning Curve: Easy • Examples: – Jetpack for Wordpress – Luminate Online Reporting Jetpack for Wordpress
  • 21. Testing Toolkit: Google Analytics • Purpose: Data Collection • Cost: Free • Learning Curve: Medium • Setup: Include JavaScript snippet on every page of your website (or any page you need tracking) Google Analytics Dashboard
  • 22. Testing Toolkit: Crazy Egg • Purpose: Data Collection • Cost: Low • Learning Curve: Easy • Use: View user clicks, hover and scroll tendencies to determine effect UX design with heat mapping. Crazy Egg Heat Map
  • 23. Testing Toolkit: Google Experiments • Purpose: Variation Testing (A/B/C) • Cost: Free • Learning Curve: Hard • Setup: Use JavaScript to change elements, Google Analytics/Experiments handles testing parameters and reporting Google Analytics Dashboard
  • 24. Testing Toolkit: Optimizely • Purpose: – Variation Testing (A/B/C) – Data Collection • Cost: Enterprise • Learning Curve: Easy • Setup: Insert JavaScript snippet and run experiments using Optimizely’s platform Optimizely Experiment
  • 25. Testing Toolkit: Movable Ink • Purpose: Email Engagement • Cost: Low (based on email sends) • Learning Curve: Easy • Use: Engage users with dynamic images based on location, constituent information or date/time. Movable Ink Dashboard
  • 26. Realistic Goals To-Do List: 1. Wait for Tonight 2. Try and Take Over the World
  • 27. Brainstorm Goals: The “How Can We?” Question What are your goals? Start broad with a brainstorming session and generalized language: “How can we…” – increase donations? – get more email sign-ups? – increase engagement with email campaigns?
  • 28. Refine Goals: The “What Are We Measuring?” Question Next, include a clear measurable you can monitor with data: “How can we increase donation…” – click throughs? – conversions? – average amounts?
  • 29. Define Goals: The “Would This Work?” Question Now refined, it’s time to define your goals with an action: “Would this work?” – A donation lightbox on high-traffic pages to increase donation click-throughs. – A geo-targeted banner on the homepage to increase event registrations. – Stronger language in our email campaigns to increase our CTR.
  • 31. Measuring Success: The First Measure Before you test, answer these questions: 1. What is your current performance on these pages/campaigns? 2. What is the industry and internal organization average performance? 3. How long will we run the test to ensure statistically significant data? 4. What is a realistic expectation for success?
  • 32. Measuring Success: The Test While you test, here are your new mantras: 1. Be patient! Stick to the timeline and see it to the end. 2. Monitor consistently 1. Set up reports daily/weekly 2. Perform real-life tests periodically 3. Tweak if results show dramatic winner half-way through
  • 33. Measuring Success: The Second Measure After your test, debrief and decide: 1. Were the results statistically significant? 2. Did the test run long enough to ensure a large enough sample size for scaling? 3. Were our expectations met? 4. What did we learn?
  • 34. Testing for a Website 3
  • 35. Google Analytics Content Experiment: Donation Intercept Test GOAL: Determine the best CTA option to increase traffic to the donation form 35 TOOL: Google Analytics (GA) • No additional investment required • GA already set-up to track the donation funnel
  • 37. Donation Intercept Test: Measures/Outcome • Control: – Donation button in header – Donation array in footer • Lightbox Version A: – Lightbox appears after 15 seconds • Lightbox Version B: – Lightbox appears after 75% scroll Measures • Version A resulted in highest traffic generation • The control and Version A delivered similar numbers of completed donations • Version B proved not to be a valid option to drive either traffic or donations Outcome 37 If you have 1,000 donations per year, imagine what a 10% increase would do to your bottom line!
  • 38. Optimizely: Donation Array Test 38 GOAL: • Determine the most valuable offering for donation array • Determine if there is any variance based on entry point to the donation form TOOL: Optimizely • GA didn’t track donation funnel • Easy to replicate and host multiple forms • Minimal disruption for their internal web & IT teams • Ability to segment audiences and select traffic sources to determine differences
  • 39. Donation Array Test 39 Three Versions: CONTROL VERSION A (Lower) VERSION B (Higher) $50 $35 $55 $100 $50 $100 $250 $100 $250 $500 $250 $500 $1,000 $500 $1,500
  • 40. Donation Array Test: Measures/Outcome 40 Test Group Home Page Click-through Rate High Traffic Internal Page Click-through Rate Donation Form Completion Rate Avg. Donation Variation 1 - Control 2.1% 0.014% 10.4% $99 Variation 2 - Lower 1.9% 0.020% 12.8% $106 Variation 3 - Higher 2.2% 0.022% 13.4% $144 Imagine if all of their donations from the first half of the year had come in at $144 vs. $99 avg. gift ?
  • 41. Optimizely : Geo-Targeted Event Recruitment Banners 41 GOAL: • Determine if we could convert Home Page visitors to Walk participants TOOL: Optimizely • Easy to modify pages without diving deep into code • Minimal disruption for their internal web & IT teams • Easy to serve specific creative to different audiences (geo-targeted) • Ability to set up timed experiments based on event date
  • 42. Geo-Targeted Event Registration Banners 42 Desktop Mobile
  • 43. Geo-Targeted Recruitment Banners: Measures/Outcome • Not a traditional test • No versions to test against • 6 pilot locations • Each banner was coded to display to a unique visitor within a specified geographic catchment area • Banners shut-off automatically the day before the event Measures • Banners resulted in 2.5 – 6% engagement rate, depending on locations (vs. 0.08% for a traditional paid display ad) • No change in bounce rates or drop off rates • Registrations ranged from .5% – 1% Outcome 43 What would a 1% increase in event registrations mean for your event?
  • 44. Crazy Egg: Heat Mapping to Inform UX Design 44 GOAL: • Re-design or Re-fresh • Prove that the investment in the current website design still sound TOOL: Crazy Egg Heat-Mapping • Site already used best practices for successful event sites • No obvious challenge areas • Observe user behavior to identify opportunities and gaps • Connects to GA account via simple code inserted into page • Low monthly fee – very affordable testing option
  • 45. Heat Mapping to Inform UX Design The Site Heatmap Overlay Are site visitors doing what you want them to do?
  • 46. Long Scroll Pages Where are they spending their time? Are they getting to the most valuable information? What information are they missing ?
  • 47. Heat-mapping: Measures/Outcome • Understanding how your site visitors are interacting with your content to inform possible updates or future testing • Provides navigation cues to streamline content to ensure focus is on your main CTAs: register, donate, log in • Identifies content placement priorities for long-scrolling pages Measures • Proved that the overall structure of the site is good • Prioritize content on long-scrolling pages • Optimal placement for social sharing tools Outcome 47 Age old question: Website re-design or website re-fresh? Let your site visitors tell you what they need.
  • 48. Testing for an Email Campaign4
  • 49. Why email testing? The channel where you are consistently reaching out to communicate directly with your most dedicated supporters. Really learn about your constituents and include those lessons in your ongoing campaign strategies… • What inspires them? • What drives them? • What might fall flat? 49
  • 50. A/B Testing What is it? It’s split testing! Comparing two versions of a web page or email to see which one performs better. You do this by splitting your audience and serving up a different variant to find which creative results in a better conversion rate. Most email marketing tools have built-in, user-friendly A/B testing features. 50
  • 51. A/B Testing: General vs Hard-Hitting Language 51 GOAL: • Prove theory to internal review teams: hard-hitting facts and statements would result in better performance • Statistically significant results • Lift KPIs, including amount raised TOOL: Built in A/B Testing Functionality • Ability to easily split segments and serve up A/B creative • Manageable resource lift to create test build from control email build • Easy reporting to identify winners early in campaign for later sends and, ultimately, determine statistically significant results
  • 52. 52 General Language Version Hard-Hitting Language Version
  • 53. A/B Testing: General vs Hard-Hitting Language • Developed Marquee Testing strategy over 3 largest campaigns through first half of year for 6 months of data on ONE test • Followed Engagement KPIs: Open Rates, CTR, Conversion Rate, # of Gifts, Amount Raised, Avg Gift Measures • Hard-hitting copy had a direct impact not only on the decision to give but the amount of which the donor decided to give – Amount raised and average gift KPIs for launch up 100% or more compared to control • Confidence in a global brand refresh that heads in bold direction • All teams on the same page to focus on new learnings Outcome 53 If hard-hitting language was right for your organization and raised a $30K campaign by 30-40%, you could make an additional $9,000 to $12,000!
  • 54. Movable Ink What is it? Contextual email marketing software that allows you to dynamically change the content of an email upon the moment of open to tailor messaging in real-time. 54
  • 55. Movable Ink What you can do with Movable Ink: • Image Personalization • Geo-Targeted Personalization • Weather Personalization • Device-Targeted Personalization • Data Automation, Image Swaps • Live Polling • Live Social Feeds • Real-Time Optimization 55
  • 56. 56 Example: Humane Society CTA Button Testing
  • 57. Example: Humane Society Average Gift Suggestion Test 57
  • 58. ABT: Always Be Testing 58 • There is no wrong time to start testing • Testing is way worth the investment • Start by testing your assumptions • Test in increments, one element at a time

Editor's Notes

  1. Can we make the call-out at the bottom a bit more visually attractive?
  2. Can we make this look better?
  3. Can we punch up the visuals to make it easier to see them or put in a close-up of a banner?