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[CXL Live 16] When, Why and How to Do Innovative Testing by Marie Polli

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Innovative testing is risky. If not addressed carefully it can destroy your optimization strategy by creating loopholes that make it impossible to know what exactly in the change caused the uplift or drop in your conversion rate. At the same time disruptive methods are needed to break out of the ordinary and to take your business to the next level.

The session is a break down and an overview of the worst and the best of innovative testing so that when you take a jump into the unknown you know what to expect.

Published in: Marketing
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[CXL Live 16] When, Why and How to Do Innovative Testing by Marie Polli

  1. 1. WHEN, WHY & HOW TO DO INNOVATIVE TESTING
  2. 2. 3 STRATEGIES FOR BETTER DESIGN BETTER CR, MORE SALES
  3. 3. ITERATIVE TESTING
  4. 4. ITERATIVE TESTING ‣ BUTTON COLOR CHANGE ‣ COPY CHANGE ‣ DIFFERENT HERO IMAGE ‣ REMOVING/ADDING A PIECE OF CONTENT
  5. 5. ITERATIVE TESTING ‣ BUTTON COLOR CHANGE ‣ COPY CHANGE ‣ DIFFERENT HERO IMAGE ‣ REMOVING/ADDING A PIECE OF CONTENT ADD, CHANGE OR REMOVE ONE ELEMENT
  6. 6. “THERE'S NO REASON TO LIMIT YOURSELF TO A SINGLE STRATEGY, BECAUSE THE 3 APPROACHES COMPLEMENT EACH OTHER WELL.”
  7. 7. INNOVATIVE TESTING
  8. 8. INNOVATIVE TESTING ‣ NAVIGATION CHANGES ‣ RADICAL REDESIGN ‣ NEW FUNCTIONALITIES, FEATURES ‣ COMBINATION OF MULTIPLE CHANGES
  9. 9. INNOVATIVE TESTING ‣ NAVIGATION CHANGES ‣ RADICAL REDESIGN ‣ NEW FUNCTIONALITIES, FEATURES ‣ COMBINATION OF MULTIPLE CHANGES ADD, CHANGE OR REMOVE MULTIPLE ELEMENTS
  10. 10. “INNOVATION IS CHANGE THAT UNLOCKS NEW VALUE” JAMIE NOTTER
  11. 11. WHEN, WHY & HOW IS INNOVATIVE TESTING A GOOD IDEA?
  12. 12. #1 WHENAN ITERATION WON’T SUFFICE #2 WHEN YOU’RE TESTING POTENTIAL IS SMALL #3 WHEN YOU DON’T HAVE MUCH TRAFFIC
  13. 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. 14. Original CXL Variation
  15. 15. CR UPLIFT OF 22.33% Original CXL Variation
  16. 16. #1 WHEN AN ITERATION WON’T SUFFICE #2 WHENYOU’RE TESTING POTENTIAL IS SMALL #3 WHEN YOU DON’T HAVE MUCH TRAFFIC
  17. 17. YOU’VE TESTED EVERY ELEMENT ON THE SITE ALREADY Time spent testing CR increase detected CR DIFFERENCE <5%
  18. 18. STATISTICAL SIGNIFICANCE <1% ~100 000 VISITORS REMAINING TEST DURATION: 6 WEEKS +1.2%
  19. 19. VERY SMALL UPLIFTS (1-5%) ARE ALMOST IMPOSSIBLE TO MEASURE !
  20. 20. #1 WHEN AN ITERATION WON’T SUFFICE #2 WHEN YOU’RE TESTING POTENTIAL IS SMALL #3 WHENYOU DON’T HAVE MUCH TRAFFIC
  21. 21. +14.1% STATISTICAL SIGNIFICANCE 36% ~81 481 VISITORS REMAINING TEST DURATION: 6 WEEKS
  22. 22. WITH LOW TRAFFIC EVEN 10-30% UPLIFTS ARE IMPOSSIBLE TO MEASURE!
  23. 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. 24. #1 TO UNCOVER GROWTH POTENTIALS / BIGGER GAINS
  25. 25. TRANSFORM AND GROW YOUR BUSINESS BY FIRST TESTING OUT NEW IDEAS ONLINE
  26. 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. 27. #2 IT’S STILL A SAFER CHOICE OVER A RADICAL REDESIGN Original CXL Variation
  28. 28. #2 IT’S STILL A SAFER CHOICE OVER A RADICAL REDESIGN Original CXL Variation CR UPLIFT = 61%
  29. 29. CXL Variation CXL Variation 2
  30. 30. CXL Variation CXL Variation 2 CR DECREASE = -7%
  31. 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. 32. #3 IT’S MORE FUN HYPOTHESIS LIVE TEST RESULT
  33. 33. YOU’LL GET THE WHOLE TEAM EXCITED AND ON BOARD
  34. 34. HOW #1MAKE SURE YOUR TESTING PROCESS IS SOLID #2 KEEP DOING QUALITATIVE RESEARCH
  35. 35. 4 QUESTIONS
  36. 36. 1. Is the test based on a data driven hypothesis?
  37. 37. 1. Is the test based on a data driven hypothesis? 2. Does the test design exactly match the hypothesis?
  38. 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. 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. 40. Original CXL Variation
  41. 41. Original CXL Variation
  42. 42. Original CXL Variation
  43. 43. HOW #1 MAKE SURE YOUR TESTING PROCESS IS SOLID #2KEEP DOING QUALITATIVE RESEARCH
  44. 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. 45. TESTING STRATEGIES ITERATIVE INNOVATIVE COST RISK POTENTIAL BENEFIT SAMPLE SIZE LOW LOW LESS < ~10% BIGGER HIGH (UNLESS LUCKY) HIGH ~10% < MORE SMALLER
  46. 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. 47. Super profitable conversion advice FREE every week! Marie Polli Twitter: @MariePolli http://conversionxl.com/ Questions?

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