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Nutzerforschung als Grundlage für A/B Tests, die bessere Ergebnisse bringen

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Viele A/B-Tests zeigen keine nennenswerten Ergebnisse, da ihnen valide Hypothesen fehlen. Zuverlässige Hypothesen helfen dabei, nur die wertvollsten Experimente durchzuführen und so mit einer größeren Wahrscheinlichkeit eine ansehnliche Steigerung der Conversion zu erzielen.

In diesem Webinar mit unserem Solutions-Partner Mindberry zeigen wir Ihnen:

- Wie Sie mit Nutzerforschung herausfinden, wo Ihr größtes Optimierungspotenzial liegt

- Beispiele aus unseren Projekten, wie wir gewinnbringende Test-Hypothesen aufgestellt haben

- Wertvolle Tools und Techniken, um Einblicke über Ihre Zielgruppe zu gewinnen, die Sie unmittelbar danach selbst anwenden können

Mehr Informationen über Optimizely finden Sie hier:

https://www.optimizely.de/
https://blog.optimizely.de/

Mehr Informationen zu unserem Solutions-Partner Mindberry gibt es hier:

http://www.mindberry.com/

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Nutzerforschung als Grundlage für A/B Tests, die bessere Ergebnisse bringen

  1. 1. Erster  zertifizierter                                                              Optimiz -­‐Partner  in  Österreich Nutzerforschung  als  Grundlage  für  A/B   Tests,  die  bessere  Ergebnisse  bringen
  2. 2. Nutzerforschung  als  Grundlage  für   A/B  Tests,  die  bessere  Ergebnisse  bringen Lotte  Larsen  &  Nina  Bordet, Gründerinnen  &  geschäftsführende  Gesellschafterinnen lottelarsen@mindberry.com ninabordet@mindberry.com Fabian  Liebig, Marketing  Manager  DACH fabian@optimizely.com & Zielgerichteter  Testen:   wie  Sie  smarte  Test-­‐Hypothesen  entwickeln,  um  von  Anfang  an  die  richtigen  Dinge  zu  testen
  3. 3. mindberry  hilft  Webseiten  benutzer-­‐ freundlicher  &  profitabler  zu  machen Schwerpunkte: • Nutzerforschung • Conversion Optimierung ü Mehr  als  1000  Split-­‐Tests ü Nutzerforschung  auf  5  Kontinenten  in  20   unterschiedlichen  Industrien ü Tausende  Stunden  Beobachtung  und  Analyse   von  Online  Nutzerverhalten ü Erster,  zertifizierter  Optimizely-­‐Partner  in   Österreich ü Mitorganisator  UX  Camp  Vienna ü Vorträge  auf  Universitäten  und  Konferenzen
  4. 4. Magische  Formel  für   • Buttons • Layouts • Copy • etc
  5. 5. Was  auf  einer  Seite  funktioniert,  bringt  auf   einer  anderen  nicht  automatisch  Resultate
  6. 6. Was  auf  einer  Seite  funktioniert,  bringt  auf   einer  anderen  nicht  automatisch  Resultate
  7. 7. Magische  Formel: • Eigene  Besucher  verstehen   • mit  gewonnen  Erkenntnissen   Test-­‐Hypothesen  bilden  
  8. 8. 3  Beispiele,  wie  wir  mit  Nutzerforschung   smarte  Test-­‐Hypothesen  entwickelt  haben Designer-­‐Kleider-­‐Verleih Reiseportal Bettwäsche-­‐Spezialist
  9. 9. Nutzerforschungserkenntnisse  als   Bestandteil  einer  guten  Hypothese Basierend auf der Nutzerforschungs-Erkenntnis ____________________________________________________ nehmen wir an, dass, eine Veränderung von _________________________ zu _____________________ zu __________________________ führt. (Erkenntnis  aus  der  Analyse) (Vorschlag zur  Lösung  des  Problems)(Ist-­‐Zustand  von  Element,  das  getestet  werden  soll) (erwarteter  Effekt  auf  den  gewünschten  KPI)
  10. 10. Beipiel #1:  Ein  Reiseportal  für  Gruppenreisen
  11. 11. Heat map (Produktseite)   à Viele  Klicks  auf  „What‘s included“  
  12. 12. Remote  User-­‐Tests  (Produktseite)   à Nicht  klar,  was  im  Preis  inkludiert  ist „Does  it  include  the   flights?  Or  does  it  not   include  the  flights?  Does   it  include  the  hotels?  It  tells   you  the  meals  are  included.  I   think  this  website  is  definitely   lacking  a  full  breakdown  of  the   price...because  it  is  not   100%  clear.“ „Does  this  include  the   flight?  I  am  guessing   not...that  would  be  more   expensive.“ „From  what  I  have  initially  seen  here   it  is  not  clear  what  is  included   in  the  price  and  I  think  that  is   slightly  frustrating  because  you  need   to  know  what  to  book.“ „I  am  looking   for  something  where   food  &  launching  is  included,  I  am   not  exactly  sure what's  going  on   here,  but  I  am  kind  of  guessing.“
  13. 13. Analyse  Anfragen  von  Buchungsabspringern à Häufige  Nachfragen:  „What‘s included“   „Would you please tell me if the overnight accommodations are included for the $409.   price on  the five day Hebridean Hopper?....   There is also  no mention of food costs.   Please inform.  Thank you!“ „I  am    not  sure I  understand completely but  are only five breakfast  meals included and accommodation for every night?“ „Does this tour  include any food or accommodation?“ „Hello -­‐ what is included in   this tour?“
  14. 14. Entwicklung  von  Hypothese  basierend  auf   Erkenntnissen  aus  der  Nutzerforschung Basierend auf der Nutzerforschungs-Erkenntnis ____________________________________________________ nehmen wir an, dass, eine Veränderung von _________________________ zu _____________________ zu __________________________ führt. dass  Nutzern  nicht  klar  ist,  was  im  Buchungspreis  inkludiert  ist einer  wesentlich  prominenteren,  schnell   ersichtlichen  Info  mit  Details,  was  inkludiert  ist der  Information  auf  der  Produktdetailseite  zum   Thema „was  ist  inkludiert“ einer  Steigerung  der  Buchungsabschlüsse
  15. 15. Beispiel  #2:  Ein  Designer  Kleiderverleih
  16. 16. Analyse  der  Chat-­‐Dialoge
  17. 17. Hi,  was  mache  ich,   wenn  ich  feststelle,  dass  das   Kleid  nicht  passt?... Kann  ich  ein  Kleid  auch  in   mehreren  Größen  bestellen? Analyse  der  Chat-­‐Dialoge à Sorge, dass  das  Kleid  nicht  passt
  18. 18. Interview  mit  Kundenservice-­‐Team
  19. 19. Interview  mit  Kundenservice-­‐Team à Sorge, dass  das  Kleid  nicht  passt
  20. 20. Onsite-­‐Exit-­‐Umfrage
  21. 21. Onsite-­‐Exit-­‐Umfrage à Sorge, dass  das  Kleid  nicht  passt
  22. 22. Entwicklung  von  Hypothese  basierend  auf   Erkenntnissen  aus  der  Nutzerforschung Basierend auf der Nutzerforschungs-Erkenntnis ____________________________________________________ nehmen wir an, dass, eine Veränderung von _________________________ zu _____________________ zu __________________________ führt. dass  Besucherinnen  besorgt  sind,  dass  das  Kleid  nicht  passen  wird einem  deutlichen  Hinweis,  dass  mehrere   Kleider  vorab  zur  Anprobe  bestellt  werden   können den  Informationen  auf  der  Produktseite  zu   Zusatz-­‐Services einer  Steigerung  der  Bestellungen
  23. 23. Und  so  wurde  es  umgesetzt...
  24. 24. Und  so  wurde  es  umgesetzt... Mehr Details zu Tests mit Laremia: http://www.mindberry.com/de/post/wie-wir-mehr-frauen- verfuehrten-sich-besser-anzuziehen-und-conversions-um-250- steigerten http://www.mindberry.com/de/post/uxcamp-vienna-2015- beitrag-schnell-durch-nutzerforschung-die-user-experience- verbessern
  25. 25. Beipiel #3:  Ein  Bettwäsche-­‐Spezialist
  26. 26. Session  Replays à Filter  werden  bei  der  Auswahl  häufig  genutzt
  27. 27. User  Tests à Filter  sind  bei  Produktauswahl  hilfreich „Ich  suche  gerne  mit  der  Filter-­‐ Funktion,   damit  ich  ausgrenzen   kann,  was  mich  nicht   interessiert.“ „Sortier-­‐Funktion   gefällt  mir   sehr  gut.“ Mehrere  User  Tester  nutzen  sehr   intensiv  Filter  um  die  richtigen   Produkte  zu  finden.   belsonno Mitbewerber Mitbewerber
  28. 28. Entwicklung  von  Hypothese  basierend  auf   Erkenntnissen  aus  der  Nutzerforschung Basierend auf der Nutzerforschungs-Erkenntnis ____________________________________________________ nehmen wir an, dass, eine Veränderung von _________________________ zu _____________________ zu __________________________ führt. dass  Nutzer  sehr  häufig  die  Filter-­‐Optionen  bei  der  Produktauswahl  nutzen   einem  breiteren  Angebot  an  Filtermöglichkeiteneiner  geringen  Anzahl  an  Filteroptionen einer  Steigerung  der  Aufträge
  29. 29. Und  so  wurde  es  umgesetzt... Anzeige  von  8  Filter-­‐ Möglichkeiten   statt  4  
  30. 30. FAZIT  #1 Unterschiedlicher  Kontext  – unterschiedliche  Bedürfnisse
  31. 31. 3  Shops à 3  unterschiedliche  Nutzerbedürfnisse „What‘s included?“„Was,  wenn  Kleid  nicht   passt“ „Es  ist  schwer  richtiges   Produkt  zu  finden“ Designer-­‐Kleider-­‐Verleih Reiseportal Bettwäsche-­‐Spezialist
  32. 32. FAZIT  #2 Nutzerforschung  -­‐ der  Mix   macht  es  aus
  33. 33. GEDANKENVERHALTEN Wie bewegen  sich   Besucher  auf  der   Seite? Wo verlassen  sie  die   Seite  (den   Verkaufstrichter)? Wo klicken  sie,   was  interessiert   sie  besonders? ? Warum  (nicht)?
  34. 34. Der  MIX  macht  es  aus...
  35. 35. FAZIT  #3 Smarte  Hypothesen  basieren   auf  Erkenntnis  aus   Nutzerforschung
  36. 36. Nutzerforschungserkenntnisse  als   Bestandteil  einer  guten  Hypothese Basierend auf der Nutzerforschungs-Erkenntnis ____________________________________________________ nehmen wir an, dass, eine Veränderung von _________________________ zu _____________________ zu __________________________ führt. (Erkenntnis  aus  der  Analyse) (Vorschlag zur  Lösung  des  Problems)(Ist-­‐Zustand  von  Element,  das  getestet  werden  soll) (erwarteter  Effekt  auf  den  gewünschten  KPI)
  37. 37. FAZIT  #4 Bessere  Hypothese  à größeren  Wahrscheinlichkeit   eine  ansehnliche  Steigerung   der  Conversion zu  erzielen
  38. 38. www.mindberry.com @mindberryCRO www.mindberry.com/de/ newsletter VIELEN DANK! Lotte  Larsen Nina  Bordet

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