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Multivariate Testing & Conversion Tweaking - PubCon 2009

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Presentation given my Jason Cooper, Director of Value Added Services for Efficient Frontier at PubCon in Las Vegas on November 11, 2009. This was presented as part of the Multivariate Testing and Conversion Tweaking panel.

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Multivariate Testing & Conversion Tweaking - PubCon 2009

  1. Multivariate Testing & Conversion Tweaking Jason Cooper Director, Value Added Services jason_cooper November 11, 2009
  2. Performance-Based Design We can no longer assume that what we think as designers is best for users. Nov. 1996 Oct. 1997 Nov. 1999 Oct. 2000 Nov. 2002 Nov. 2003 Nov. 2004 Nov. 2006 Today
  3. <ul><li>Technology on the web is maturing </li></ul><ul><li>Broadband penetration </li></ul><ul><li>Down economy has made getting “more for less” a top goal </li></ul><ul><li>Availability of free technology </li></ul>How Did We Get Here?
  4. <ul><li>Growing awareness of and interest in testing </li></ul><ul><li>Greater ROI through post-click optimization </li></ul><ul><li>Hunger for more data </li></ul>What Does It Mean? +
  5. <ul><li>To find the granular synergies that persuade visitors you need complex statistical analysis </li></ul><ul><li>Available tools remove the complexity so you can focus on what to test not how to test </li></ul><ul><li>Variety of options and costs </li></ul>The Technology
  6. <ul><li>Simple Answer = EVERYTHING </li></ul><ul><li>Challenge is knowing where to start </li></ul>What Should You Test? <ul><li>First impressions </li></ul><ul><li>User-experience </li></ul><ul><li>General layouts </li></ul><ul><li>Radical redesigns </li></ul><ul><li>Better for A/B </li></ul>When we think like designers <ul><li>Specific messaging </li></ul><ul><li>User-experience </li></ul><ul><li>Individual elements </li></ul><ul><li>Variable alternatives </li></ul><ul><li>Better for multivariate </li></ul>When we think like marketers What’s sticky? What resonates?
  7. Specific Tweaks Call to Action Headline Brand Presentation Hero Shot / Main Image Product Image Buttons Incentives “ The Process”
  8. Test What Matters Worst +15% +30%
  9. The Data Inputs
  10. <ul><li>“ Plans based on average assumptions are wrong on average. ” </li></ul><ul><li>-from The Flaw of Averages by Sam Savage </li></ul>Interpreting the Data
  11. <ul><li>It depends on your business and the tools you have available </li></ul>How Should You Segment Your Data? Age Gender Language Country Connection Speed Paid Search Natural Search Social Media Affiliates Keywords Research Mode Consideration Motivated Repeat Visitor Loyal Customer
  12. <ul><li>Qualitative data can provide flavor, texture, and nuance to quantitative data </li></ul><ul><li>Typically quantitative data can’t tell you “why” </li></ul>Combining Data Types + = Meaningful Segments + = Understand The “Why”
  13. <ul><li>Slice, dice, and compare data any way you can to find relevant relationships </li></ul><ul><li>Look for cause and effect </li></ul><ul><li>Data on your competitors can provide the missing piece of the puzzle </li></ul><ul><li>Utilize 3 rd party tools to add more “color” to your data </li></ul>Find the Relationships
  14. Twitter Spectrum
  15. Facebook Lexicon
  16. <ul><li>Google’s “41 shades of blue” </li></ul><ul><li>Involve all of your business units </li></ul><ul><li>Set aside a portion of your budget for testing </li></ul><ul><li>Data can breed creativity—allows you to take risks </li></ul>Build a Culture of Testing
  17. <ul><li>Doubling your conversion rate is far easier (and cheaper) than doubling your traffic </li></ul><ul><li>Get to know your data (all of it) intimately so you can uncover relationships </li></ul><ul><li>Segment and combine your data for more meaningful interpretation </li></ul><ul><li>Test everything until you know what matters </li></ul><ul><li>Develop a culture of testing </li></ul><ul><li>Evolve through continuous testing and improvement cycles—become data-driven </li></ul>Take Aways
  18. Thank You. [email_address] Jason Cooper Director, Value Added Services jason_cooper November 11, 2009

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