How to get going with a conversion optimization process on a budget. A/B test case and framework Swedish Unicef, delivered by consultancy company Outfox Intelligence Slides with presenters notes Originally held in Swedish at Outfox your competition conference in Stockholm march 12th 2015

1. How to build an effective testing program on a budget
with case from Swedish Unicef

2. 7000 h conversion optimization so far
presenters notes
Trend: In the last three years Outfox clients have gone
from asking for single A/B-tests to ask for the process.

3. How you need to initiate your testing program

4. presenters notes
At Unicef we know what conversions are worth
ordered from most to least valuable. Helps prioritise
time spent on analysis and what tests to run.

5. Will you be able to run tests?
• Current
conversion rate
• Traffic volume
presenters notes
Testwinners can not be called by chance.You have to know for how long tests need to run on every page in your funnels. The hard part is to estimate test lift. If
original conversion rate is low like this example, not under 10% lift as a rule of thumb.Tests should run for at least one conversion cycle and preferably not longer
than 30-45 days.

6. How you find out as much as you can
about your target audience

7. presenters notes
Ask what the users want to do.

8. 77%
23%
Make a donation
Research and maybe donate
Become a Global parent
presenters notes
Connect on-site survey answers with Google Analytics. Now you can
analyze only the users with a mindset to convert, never mind those who
research for a school paper or want your phone number.

9. How you learn to become the audience

10. Break up with your
website /app
presenters notes
Get rid off your biases.There is nothing to love about
your web site. It is merely a way of your business to
reach the goal. Don´t love it, don´t hate it. Be neutral.

11. presenters notes
Analyze user behaviour with Google Analytics, then create a user test scenario for yourself and go through the funnel. De data at hand
and the user test scenario will probably give you better insights and provide hints on where and hoe the funnel can be improved

12. presenters notes
Then analyse the behaviour again, now segmented per device category.And then give
your self new scenarios suited for different device categories and try the funnel again.

13. presenters notes
The data will show you what happened but never why. If you can´t figure out by user
test yourself, you have to ask the users why.There are a lot of ways to to this. On page
survey, email survey, user testing, user recordings, ask your mom. My recommendation is
to do it easy and fast. Speed has a value.As long as you find hints on how to improve the
conversion funnel, you are successful.

14. To create the test program

15. Testing area:
global parent
Test page/-s problem test hypothesis current CR expected lift
how long to
run a test
Test 1 sign up page
Test 2
cpc - landning
page
Test 3 start page

16. Test 3: Headline & CTA on start page
Original

17. Testing area:
global parent
Test page/-s problem test hypothesis current CR expected lift
how long to
run a test
Test 3 startsida
Världsförälder är inte
ett vedertaget
begrepp och Anmäl
dig nu är för pushig
call tio action
Byt ut rubrik till …. och
Call to action till …
kommer att öka CR för
världsförälder
3,9% +20% 25-30 dagar

18. Test 3: Rubrik & CTA på startsidan
Original Challenger

19. Test 3: Rubrik & CTA på startsidan
Original +43 %
Challenger

20. Test 5: Opt-out i gåvoshop
Original
Challenger

21. Test 5: Opt-out i gåvoshop
Original
Challenger
35 % färre
optar ut

22. Test 8: Christmas campaign headline & CTA
Original Challenger

23. Test 8: Julkampanj copytest på startsidans rubrik & CTA
Original Challenger +7,3 %

24. Testområde:
Bli
Världsförälder
Sida/-or för
test
problem testhypotes nuvarande CR potentiellt lyft
Hur länge
ska testet
köras
Test 1 formulärsida
Test 2
cpc -
landningssida
Test 3 startsida

25. How to best take care of the result
presenters notes
Segmented analysis and discussed in groups.As many as possible within the company
should learn from test take aways.

26. Prioritize speed - keep it simple

27. Create a testingplan for 4-6 month
then add to it

28. You will not make it without web analytic skills

29. Become (or learn everything about) your target audience

30. Let as many as possible in on the findings