Always Be Testing - Learn from Every A/B Test (Hiten Shah)

Future Insights
Future InsightsFuture Insights
Always Be Testing
Learn from every thing you do!
Hiten Shah
hnshah@gmail.com
@hnshah #FILIVE
Product, Design, Engineering, Marketing, Growth, Sales
What do you do?
 
Always Be Testing - Learn from Every A/B Test (Hiten Shah)
How do you make
all the things
be er?!
Figuring this out is your job.
A/b testing
Only	
  1	
  out	
  of	
  5	
  tests	
  win.
4	
  out	
  of	
  5	
  tests	
  cost	
  
you	
  money.
So, why experiment if so many tests fail?
Go Where Customers Are!
Long, slow, SaaS ramp of death from 2006…
Go Where Customers Are!
Now…
Go Where Customers Are!
Growth can be sped up!
Increase Hello Bar’s installation rate
Improve the KISSmetrics features page
Increase signups from Crazy Egg’s homepage
Grow Crazy Egg’s revenue
Results from 3 months of focused growth effort
Results: KISSmetrics signups over time
Simple 4-step experimentation process
Data
Figure out what to improve
Hypothesis
Make an educated guess
Experiment
Test your guess
Act
Decide what’s next
Data
Figure out what to improve
Data doesn’t make decisions for you.
Data informs your decision making.
Data helps you identify the most
painful problems people have.
(not the ones that bother you the most)
Find problems worth solving by
starting with quantitative data.
When in doubt, look at your top pages. Usually the homepage.
A simple framework for choosing what to improve
Find pages with high traffic and high bounce rate
HTTP://GOOGLE.COM/ANALYTICS
Find pages with high traffic and low conversion rate
HTTP://UNBOUNCE.COM
Find sources with high traffic and low conversion rate
HTTP://HUBSPOT.COM
Find opportunities based on user paths
HTTP://KISS.LY/KMPATH
Increase Conversions
By A/B Testing
Do a Happy Dance
But Watch it Closely
Get More Traffic
So You Can Start A/B Testing
Get More Traffic
So You Can Do a Happy Dance
High Traffic
Low Traffic
High ConversionsLow Conversions
How To Figure Out What To Improve
What percentage of your
customers or users have
adopted each feature?
Intercom on Product Management
When you’ve already got usage, analyze it.
Where do you have the most
visitors, users, customers,
emails, or notifications?
More volume helps you test faster.
๏ Website Traffic / App Installs
๏ Welcome Emails
๏ Web / Mobile Onboarding
๏ Email Digests
๏ Triggered Notifications
๏ Cart / Funnel Abandonment
๏ Dormant / Churned users
Common areas with large volume and high impact potential
Find out why by ge ing
qualitative data.
A few qualitative tools
HTTP://USERTESTING.COM HTTP://SURVEYMONKEY.COM
A few more qualitative tools
HTTP://QUALAROO.COM HTTP://OLARK.COM
Use exit surveys to learn why people bounce
HTTP://QUALAROO.COM
Use post-conversion surveys to understand why
HTTP://QUALAROO.COM
Discover if your web pages are effective at their goal
HTTP://QUALAROO.COM
What frustrates people?
EMAIL
Find people who don’t do things and email them
EMAIL + SURVEYMONKEY
User Research gives you a headstart
Hypothesis
Make an educated guess
Ideas
Designs
Solutions
Assumptions
(A guess about the best way to solve a problem)}
Everything can start with a
testable hypothesis.
Before you create anything, make an educated guess.
Use simple equations to assess potential impact of each idea
DAN MCKINLEY HTTP://KISS.LY/DANETSY
visits	
  x	
  conversion	
  rate	
  x	
  order	
  value	
  x	
  li4	
  =	
  ?
users	
  x	
  order	
  value	
  x	
  resurrec7on	
  rate	
  =	
  ?
ESTIMATED
ESTIMATED
MODELED
MODELED
Assess the potential impact,
difficulty and priority of
each test idea you have.
Prioritize your tests
Experiment
Test your guess
Test your hypothesis by starting
an experiment.
Not bu on colors…
Don’t copy “best practices” blindly
Test specific bu on copy
Sensitivity tests help you
learn what your visitors care
about and what they don’t.
Run sensitivity tests on your web pages
Remove graphical elements and see what happens
Does social proof and logos ma er for your visitors?
Remove social proof and learn what happens
Act
Decide what’s next
You’ve probably seen an A/B testing report before
1. Your starting hypothesis.
2. Dates for when you ran the test.
3. Screenshots of control and all variations used during the test.
4. Expected change in conversion.
5. Probability of change.
6. Screenshot of the raw data used in your analysis.
7. A screenshot to the A/B Test Report in KISSmetrics.
8. The decision you've made from the test.
9. What you learned from the test.
Document every A/B test and create a playbook
What learnings do we want to
carry over from the past?
Helps you avoid unknowingly
decreasing your conversions.
✓ Keep the footer links
✓ Autofocus on the first form field
✓ Do not include social proof
✓ Link to the features page
✓ Use “Log in” copy on the bu on
Create experiment checklists based on learnings
If you’re not testing,
you’re not learning.
☀
Always have tests running,
no ma er how small.
⌾
If you don't have a process,
you won't continuously improve.
∞
Work on things that ma er.
Make those things be er.
Be happier ☺
Thank Y0u =)
Got questions? Need help?
Contact me any time!
Hiten Shah
hnshah@gmail.com
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