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Mastering the A/B Testing Idea Engine

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In this webinar - brought to you by WiderFunnel and Optimizely - Chris Goward discusses proven methods that successful optimization programs use to generate and prioritize an endless stream of great test ideas.

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Mastering the A/B Testing Idea Engine

  1. 1. Delivering profitable ‘A-ha!’ moments everyday.™
  2. 2. Mastering the A/B testing idea engine
  3. 3. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome Chris Goward, Founder & CEO !  Developed WiderFunnel’s LIFT Model™ and Infinity Optimization Process™ !  Advises clients on B2B, B2C, Lead Gen, E-commerce, and Affiliate marketing !  In demand as a keynote speaker globally !  Author of the book: “You Should Test That!” Get a free chapter at: YouShouldTestThat.com
  4. 4. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome One of you will win a free copy today.
  5. 5. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
  6. 6. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
  7. 7. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
  8. 8. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome This is called a HiPPO problem.
  9. 9. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
  10. 10. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome The future’s so bright...
  11. 11. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome But there’s a problem...
  12. 12. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
  13. 13. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome Optimization requires humility
  14. 14. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome Optimization champions are zen marketing masters They combine the yin & yang of marketing
  15. 15. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome Proven Quantitative Logical Solid Intuitive Qualitative Inspired Fuzzy
  16. 16. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome The best optimization process maximizes both creative and analytical thinking
  17. 17. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome Infinity Optimization Process
  18. 18. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome Explore Combines diverse information through the lens of the customer experience. Generates surprising customer insights to be validated.
  19. 19. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome TM LIFT Model (Note: For more info, google WiderFunnel Lift )
  20. 20. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
  21. 21. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome Eye tracking heatmap
  22. 22. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome !  Screencasting and video editing software !  Conversion rate lift of 26% over 6 months !  $2 Million revenue increase from optimization
  23. 23. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome Distraction: Tiled images create a “false bottom,” blocking visitors from reaching feature copy Distraction: Competing CTA’s with no price clarity
  24. 24. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome " 11.5% " 4.5%
  25. 25. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome “ Tangible products must be intangibilized to add customer-getting appeal, and intangible products must be tangibilized.” – Theodore Levitt
  26. 26. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome " 26% sales lift ?
  27. 27. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
  28. 28. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome Clarity: Shoppers want to refine their results by color. ..but, inconsistent use of “color” and “palette” plus long list of color options creates cognitive load.
  29. 29. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome Infinity Optimization Process
  30. 30. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
  31. 31. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome Validate Confirms the efficacy of creative insights through rigorous A/B testing. Generates new insights based on surprising customer behaviour.
  32. 32. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome ?
  33. 33. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome ? A B C
  34. 34. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
  35. 35. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome ? A B C 15.6% Lift 9.8% Lift23.6% Lift
  36. 36. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome Optimization is much more powerful than just website tweaks.
  37. 37. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome !  Cel phone signal booster hardware !  Full service Infinity Optimization Process !  36% revenue lift after four months
  38. 38. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome TheControl Homepage
  39. 39. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome TheControl CLARITY: Based on scroll and heuristic analysis, the first block of content created a false bottom. CLARITY: White/black text on dark purple hard to quickly read. Homepage VALUE PROPOSITION: Very crisp, clear value proposition messaging. Visitors faced an extremely long page with clarity issues.
  40. 40. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome “Cognitive strain makes people wary of their actions.” – Daniel Kahneman
  41. 41. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome source: NNGroup
  42. 42. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome BJ Fogg Behavior Model
  43. 43. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome Control Variation A Focused segmentation redesign v1
  44. 44. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome Easy segmentation module. Homepage VariationA Best-selling products as secondary module to give idea of products available. Will a more focused homepage reduce interaction costs and help visitors find the right product faster?
  45. 45. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome Variation A Variation B Focused segmentation redesign v2Focused segmentation redesign v1
  46. 46. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome Homepage VariationB Tabs provide more info for those who need it and provides data on engagement. A more comprehensive redesign to test against Control. Additional segmenting in top banner to at least differentiate between home shoppers and businesses.
  47. 47. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome Variation A Variation B Focused segmentation redesign v2Focused segmentation redesign v1 Control ...... Product Sales: +15.8% +41.4%
  48. 48. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome What does a happy client look like?
  49. 49. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
  50. 50. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome And that’s just the beginning
  51. 51. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome Category Page Test # 1 +18.8% Lift
  52. 52. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome Category Page Test #2 +17.4% Lift
  53. 53. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
  54. 54. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome A/B testing can also reveal persuasional triggers
  55. 55. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome •  Monthly mystery box of toys •  E-commerce subscription model •  Huge social fan base Goals •  Lift subscribers and profit •  Understand their customer
  56. 56. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome Intrigue? Quality? Fun? Value? Social Inclusion?
  57. 57. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome You Should Test That!
  58. 58. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome A B C # 7.7% " 0.6%
  59. 59. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome A B C
  60. 60. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome A B C " 14.1% " 8.9% ?
  61. 61. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome Growth + Insights = Awesome
  62. 62. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome Social Proof works For this audience and context!
  63. 63. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome Prospects’ Desires Your Features Competitors’ Features Your%% Points%of%Difference%% (PODs)%Your%% Points%of%Parity%% (POPs)% Your%Points%of%Irrelevance% (POIs)%
  64. 64. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome Your Customer?
  65. 65. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome Infinity Optimization Process
  66. 66. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome How does it look over time?
  67. 67. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
  68. 68. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
  69. 69. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
  70. 70. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
  71. 71. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
  72. 72. Profitable ‘A-ha!’ moments everyday.™
  73. 73. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome We partner with high performance brands to deliver profitable ‘A-ha!’ moments everyday.
  74. 74. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
  75. 75. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome Download a free chapter at: www.YouShouldTestThat.com Email your questions to: iwant@WiderFunnel.com How to become an optimization champion?
  76. 76. Q&A $ Or email: iwant@widerfunnel.com
  77. 77. Thank You! You will receive a recording of the webinar in the next few days.

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