Beyond the Primary KPI: Leveraging Bad Test Results | Masters of Co...

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Insights Beyond the Primary KPI:
Leveraging “Bad” Test Results
Christopher Nolan
Head of Growth

Presenter - Chris Nolan (not the director)
About me: I’m a data-driven, hyper-focused
growth strategist with expertise in
...

Presentation Overview
1) Building a foundation for tracking + reporting on A/B test results using a
basic testing “Track-S...

What this presentation does NOT include
● Tool set up beyond installation
● Hypothesis creation and testing program strate...

Goals for the listener
● Be inspired to test without fear of failure and be able to communicate your
results with conﬁdenc...

Step 1: Building your “Track-Stack”

Test Measurement: Tools
● Required: A/B Testing Tool
○ Main Purpose: Change on-page/in-app
experiences for a set allocatio...

Test Measurement: Testing Tools Only
● Pros:
○ Easy to deﬁne and replicate
primary and secondary goals /
KPIs across tests...

Test Measurement: Testing Tool + Web Analytics
Tool & Tag Management Tool
● Pros:
○ All pros of testing tools plus...
○ Ac...

Test Measurement: Setup and Installation
● Testing Tool (No Recommendation): Recommended installation in the
<head> of you...

Integrating testing tools with Google Analytics
Most testing tools will have speciﬁc directions on how to integrate with G...

Step 2: Digging deeper into your results

B2B Saas/Lead Gen:
● Navigation summaries
○ Valuable for tests on core-site
pages and information
architecture
● Element/L...

Example 1: BigCommerce Pricing Page
Hypotheses: Based on B2B SaaS
best-practices, we should:
● Bring our pricing plans clo...

BigCommerce Pricing Page - Main KPIs and Results
KPIs:
● Main KPI: Trial Conversion Rate
● Secondary KPI: Demo Conversion
...

BigCommerce Pricing Page - “Beyond the KPIs”
Within Google Analytics, three pieces of data allowed us to turn this
“failed...

BigCommerce Pricing Page - Insight
● Insights (Scroll Depth and Element Engagement):
○ No change in how many users scrolle...

BigCommerce Pricing Page - Insight
● Insights (Navigation Summaries):
○ Saw that payments link (bottom right corner) was g...

BigCommerce Pricing Page - Insight
● Insights (Device Category):
○ Always check results across
devices.
○ Aggregate result...

BigCommerce Pricing Page - Next Steps
● What drove desired behavior or wasn’t measurable in changing behavior:
○ Original ...

Example 2: ShipBob Pricing Page - Control
● ShipBob offers two main avenues for conversion:
○ Free Account Creation - “Get...

ShipBob Pricing Page - Navigation
● 11.5% of all users who engaged
with the page clicked on that
link to ﬁll out a quote f...

ShipBob Pricing Page - Hypothesis
● Hypothesis: With the knowledge that
users who click on the quote link
convert at such ...

ShipBob Pricing Page - Results
Results:
● 104% Increase in Quote
Requests
● 33% reduction in Accounts
Created
● 31% aggreg...

ShipBob Pricing Page - Beyond the KPI
● link tracking (native to Google Tag Manager) set
up across the entire site.
● Push...

Step 3: Communicate Results and Other
Uses for GTM/GA

Communicating Results: Advice from a seasoned “loser”
● Link to your data: Especially to begin with. Always include a (sou...

Leveraging GTM to it’s full potential for web analytics
Here are some of the things I currently use GTM for in my role at ...

Basic Recommendations for Google Analytics
If you are the type who loves a good virtual training, Google Analytics has
ful...

Q/A
(P.S. I love answering questions, regardless of how
“simple” or complex they may be)

Watch all sessions at:
https://vwo.com/webcast/

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