CROI hypothesis workshop
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This document provides guidance on developing strong hypotheses for conversion testing. It emphasizes that a hypothesis should propose a specific solution and anticipate measurable results, with a stated reason for the expected outcome. The document then lists various factors to consider when formulating hypotheses, such as customer behavior insights, testing different page elements like headlines, calls to action, and pricing options. It stresses that hypotheses should be bold enough to potentially change behavior but grounded in evidence from analytics and prior research. Interpreting test results requires examining both numbers and the human behavior behind them to learn lessons.
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CROI hypothesis workshop
- 1. CRO HYPOTHESIS BUILDING & SOME EXTRA TIPS
- 2. A CONVERSION TEST CAN BE ONLY AS GOOD AS ITS HYPOTHESIS!
- 3. WHAT IT LOOKS LIKE • Definition: “A tentative assumption made in order to draw out and test its logical or empirical consequences.” • “I think that changing this into this will have this impact.”
- 5. BEFORE YOU TEST • Identify A Problem You’re Solving - State The Issue • Define The Goal Of Your Test: Primary & Secondary, Maybe Tertiary
- 7. TWO MAIN PARTS • A Proposed Solution (“Change Headline to Reflect Benefit XYZ”) • The Anticipated Results (“25% More Signups”) • The “Reason Why” You Expect A Certain Result (“Feedback Shows People Care About Benefit XYZ”)
- 9. • 1. Micro Conversions - Serialize Tests • 2. Macro Conversions - Bold One-Offs
- 10. IMPORTANT FACTORS IN FORMULATING YOUR HYPOTHESIS
- 11. THE FUNDAMENTALS • Look to change customer behaviour - must be bold enough to make an effect! • Look to learn about existing customer behaviour - not every test will be a winner but • Get ideas from actual evidence (GA, customer feedback, surveys, previous tests, competitive intelligence, heat map data… etc.)
- 12. GET IDEAS… THEN BUILD IT OUT • 1. Different main page headline: benefit vs. core desire/fear resolved • 2. Written vs. graphic main headline • 3. Email sender name: topic vs. personal name • 4. Email subject line: short and personal vs. descriptive and official • 5. Email opening: link in the first 2 paragraphs vs. at the very end • 6. Email sender name: company vs. personal name • 7. “Busy” home page vs. simplified and plain • 8. Inline opt-in form vs. popup opt-in form • 9. Video autoplay vs. no autoplay • 10. Opt-in gift: newsletter vs. free report • 11. Price presentation: price comparison to alternatives vs. none • 12. Instalment pricing: 2-pay vs. 3-pay • 13. Instalment pricing: 6-pay vs. 12-pay • 14. Call to action button vs. Call to action text link • 15. Call to action text link vs. graphic text link • 16. Call to action text: “Continue” vs. “Buy Now” (low barrier vs. desire fulfilment) • 17. Sexy graphics vs. “ascetic”, text-only landing page • 18. Opt-in form placement: upper right corner vs. up top • 19. Long-form sales letter vs. short & effective • 20. Long-form sales letter vs. long-form video sales letter
- 14. ACTUALLY USE THESE… • Test Duration Calculator - http://bit.ly/1BGBy60 • Test Significance Calculator - http://bit.ly/19v35AQ • Mobile App Too: http://apple.co/1Dn7NhS
- 15. INTERPRETING THE RESULTS • You Win Some, You Lose Some… • But You ALWAYS Learn Something! About Customer Behaviour, Mostly • Don’t Look At Just The Numbers… Look At ALL The Numbers, Your Hypothesis, Behaviour Changes, Human Side of It…