1.
WHEN, WHY & HOW TO DO
INNOVATIVE TESTING

2.
3 STRATEGIES
FOR BETTER DESIGN
BETTER CR, MORE SALES

3.
ITERATIVE TESTING

4.
ITERATIVE TESTING
‣ BUTTON COLOR CHANGE
‣ COPY CHANGE
‣ DIFFERENT HERO IMAGE
‣ REMOVING/ADDING A PIECE OF CONTENT

5.
ITERATIVE TESTING
‣ BUTTON COLOR CHANGE
‣ COPY CHANGE
‣ DIFFERENT HERO IMAGE
‣ REMOVING/ADDING A PIECE OF CONTENT
ADD, CHANGE OR REMOVE ONE ELEMENT

6.
“THERE'S NO REASON TO LIMIT
YOURSELF TO A SINGLE STRATEGY,
BECAUSE THE 3 APPROACHES
COMPLEMENT EACH OTHER WELL.”

7.
INNOVATIVE TESTING

8.
INNOVATIVE TESTING
‣ NAVIGATION CHANGES
‣ RADICAL REDESIGN
‣ NEW FUNCTIONALITIES, FEATURES
‣ COMBINATION OF MULTIPLE CHANGES

9.
INNOVATIVE TESTING
‣ NAVIGATION CHANGES
‣ RADICAL REDESIGN
‣ NEW FUNCTIONALITIES, FEATURES
‣ COMBINATION OF MULTIPLE CHANGES
ADD, CHANGE OR REMOVE MULTIPLE ELEMENTS

10.
“INNOVATION IS CHANGE THAT UNLOCKS
NEW VALUE”
JAMIE NOTTER

11.
WHEN, WHY & HOW IS
INNOVATIVE TESTING A
GOOD IDEA?

12.
#1 WHENAN ITERATION WON’T SUFFICE
#2 WHEN YOU’RE TESTING POTENTIAL IS SMALL
#3 WHEN YOU DON’T HAVE MUCH TRAFFIC

13.
‣ BASICS ARE OFF: New
customers don’t
understand what the site
is about, who is it for and
what’s the first thing they
should do there.
‣ MESSY NAVIGATION:
Visitors are unable to find
the product/service they
need
‣ etc

14.
Original CXL Variation

15.
CR UPLIFT OF 22.33%
Original CXL Variation

16.
#1 WHEN AN ITERATION WON’T SUFFICE
#2 WHENYOU’RE TESTING POTENTIAL IS SMALL
#3 WHEN YOU DON’T HAVE MUCH TRAFFIC

17.
YOU’VE TESTED EVERY ELEMENT ON THE SITE ALREADY
Time spent testing
CR increase
detected
CR DIFFERENCE <5%

18.
STATISTICAL SIGNIFICANCE <1%
~100 000 VISITORS REMAINING
TEST DURATION: 6 WEEKS
+1.2%

19.
VERY SMALL UPLIFTS (1-5%)
ARE ALMOST IMPOSSIBLE TO
MEASURE !

20.
#1 WHEN AN ITERATION WON’T SUFFICE
#2 WHEN YOU’RE TESTING POTENTIAL IS SMALL
#3 WHENYOU DON’T HAVE MUCH TRAFFIC

21.
+14.1%
STATISTICAL SIGNIFICANCE 36%
~81 481 VISITORS REMAINING
TEST DURATION: 6 WEEKS

22.
WITH LOW TRAFFIC EVEN 10-30%
UPLIFTS ARE IMPOSSIBLE TO
MEASURE!

23.
WHY
#2 IT’S STILL A SAFER CHOICE OVER A RADICAL REDESIGN
#1TO UNCOVER GROWTH POTENTIALS / BIGGER GAINS
#3 IT’S MORE FUN

24.
#1 TO UNCOVER GROWTH POTENTIALS / BIGGER GAINS

25.
TRANSFORM AND GROW YOUR
BUSINESS BY FIRST TESTING OUT
NEW IDEAS ONLINE

26.
WHY
#2IT’S STILL A SAFER CHOICE OVER A RADICAL REDESIGN
#1 TO UNCOVER GROWTH POTENTIALS / BIGGER GAINS
#3 IT’S MORE FUN

27.
#2 IT’S STILL A SAFER CHOICE OVER A RADICAL REDESIGN
Original CXL Variation

28.
#2 IT’S STILL A SAFER CHOICE OVER A RADICAL REDESIGN
Original CXL Variation
CR UPLIFT = 61%

29.
CXL Variation CXL Variation 2

30.
CXL Variation CXL Variation 2
CR DECREASE = -7%

31.
WHY
#2 IT’S STILL A SAFER CHOICE OVER A RADICAL REDESIGN
#1 TO UNCOVER GROWTH POTENTIALS / BIGGER GAINS
#3IT’S MORE FUN

32.
#3 IT’S MORE FUN
HYPOTHESIS LIVE TEST RESULT

33.
YOU’LL GET THE WHOLE TEAM
EXCITED AND ON BOARD

34.
HOW
#1MAKE SURE YOUR TESTING PROCESS IS SOLID
#2 KEEP DOING QUALITATIVE RESEARCH

35.
4 QUESTIONS

36.
1. Is the test based on a data driven hypothesis?

37.
1. Is the test based on a data driven hypothesis?
2. Does the test design exactly match the
hypothesis?

38.
1. Is the test based on a data driven hypothesis?
2. Does the test design exactly match the
hypothesis?
3. Has the test been setup correctly with all
goals attached?
HINT: use event tracking and universal integration both

39.
1. Is the test based on a data driven hypothesis?
2. Does the test design exactly match the
hypothesis?
3. Has the test been setup correctly with all
goals attached?
HINT: use event tracking and universal integration both
4. Did you perform a proper Q&A check?

40.
Original CXL Variation

41.
Original CXL Variation

42.
Original CXL Variation

43.
HOW
#1 MAKE SURE YOUR TESTING PROCESS IS SOLID
#2KEEP DOING QUALITATIVE RESEARCH

44.
#2 KEEP DOING QUALITATIVE RESEARCH
What’s holding you back from completing
your purchase today?
YOU’LL HAVE REAL TIME FEEDBACK
IF SOMETHING IS WRONG!

45.
TESTING STRATEGIES
ITERATIVE INNOVATIVE
COST
RISK
POTENTIAL BENEFIT
SAMPLE SIZE
LOW
LOW
LESS < ~10%
BIGGER
HIGH (UNLESS LUCKY)
HIGH
~10% < MORE
SMALLER

46.
People who don’t take risks
generally make about two big mistakes a year.
People who do take risks
generally make about two big mistakes a year.
Peter F. Drucker

47.
Super profitable conversion advice FREE
every week!
Marie Polli
Twitter: @MariePolli
http://conversionxl.com/
Questions?