When it comes to marketing…we should assume nothing, and test everything. There are hundreds of variables affecting your website and campaign performance. How do you know which elements are working and which ones are holding you back? You test.
Conversion conference london nov 2011 - multi channel testing - craig sullivanCraig Sullivan
Cross channel testing tips including how to optimise your call tracking, call centres, contact methods, contact flows. Also how to deflect, manage or remove cost from contact handling.
This set of slides also covers our optimisation process, results and shows some case studies.
If you're a serious marketer, cross channel is going to be vital for you in 2012.
Good to Great: Achieving Product Excellence in Web 2.0 by Dan OlsenDan Olsen
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Conversion conference london nov 2011 - multi channel testing - craig sullivanCraig Sullivan
Cross channel testing tips including how to optimise your call tracking, call centres, contact methods, contact flows. Also how to deflect, manage or remove cost from contact handling.
This set of slides also covers our optimisation process, results and shows some case studies.
If you're a serious marketer, cross channel is going to be vital for you in 2012.
Good to Great: Achieving Product Excellence in Web 2.0 by Dan OlsenDan Olsen
Best practices in product management, UI design, product development, metrics, and optimization by Dan Olsen from Web 2.0 Expo NYC on September 18, 2008.
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This webinar aims to show you how to avoid the common pitfalls that can affect your conversion rate optimization strategy. At the end of this webinar you will be able to:
1) Use A/B Testing best practices to get the most out of it
2) Identify the common mistakes preemptively
3) Appreciate how A/B Testing fits your whole conversion rate optimization strategy (based on real cases, such as Swedoffice and Spotify)
hosted by Simon Dahla from Conversionista Sweden and Martijn Janssen, Partner Manager Optimizely
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User research is often a side-lined activity within the experimentation space, but it’s crucial for keeping your testing velocity up and your win rates high.
Many experimentation and optimization teams fail to make this connection due to a lack of time, resources, knowledge or the siloed structure of their organization.
In this talk, Chris will take you through some practical examples of how user research can drive the quantity of ideas, their quality, and originality, which in turn leads to a much more successful overall experimentation program.
WAC2011: Presentatie Neil Patel Web Analytics congres 2011Webanalisten .nl
Neil Patel was 1 van de keynote sprekers op het 5e web analytics congres in Amsterdam op 17 maart 2011. Dit zijn de slides van zijn presentatie die middag.
Accurate A/B tests can make a huge difference to the performance of your website. These slides will teach you how you can test ideas, copy, and designs without major investment in infrastructure. Optimizely partners with the Pantheon team to explain why A/B testing is essential to the success of your and your clients’ websites.
• 1. Techniques to Increase ConversionsFor Your SaaS BusinessHiten ShahKISSmetrics Webinar • February 22nd, 2011
• 2. Twitter Hash Tag #measure
• 3. SaaS: Software as a Service
• 4. SaaS Sales Models• Customer Self Service (sign up and pay online) • Examples: 37signals, Zoho, Dropbox• Transactional Sales (inside sales)
• 5. SaaS Pricing Models• Paid Sign Up (no free trial or free plan) • Examples: CrazyEgg, Mozy• Free Trials (timed trials) • Examples: 37signals, Backupify• Freemium (free forever → upgrades) • Examples: YouSendIt, LogMeIn, Evernote
• 6. CrazyEgg Pricing BeforeFreemium (free forever → upgrades) Visited Site Free Sign Up Upgraded
• 7. CrazyEgg Pricing AfterPaid Sign Up (no free trial or free plan) Visited Site Sign Up Pay
• 8. CrazyEgg Results• Sign ups decrease by 10x• Doubled revenue in the first month• 2 years later, 25% of the revenue is from free customers• There is a free plan in CrazyEgg’s future =)
• 9. Funnel Testing & Optimization
• 10. Macro Conversions“ It’s important not to get distracted by intermediate metrics like the click-through rate of the button itself...we only care about the customer behaviors that lead to something useful” Eric Ries, The Lean Startup
• 11. Activation• Web analytics application • Install javascript code and start tracking data• Project management application • Create first project and invite a person• Customer relationship management application • Add their first contact and follow up with them• Customer support application • Receive and respond to a customer support request
• 12. SaaS Macro Conversion Funnels
• 13. 5 Step Process for Funnel Optimization
• 14. Baseline your macro conversions
• 15. Identify optimization opportunities• Which step has the highest drop off?
• 16. Gather qualitative data• Identify conversion barriers• Surveying • Survey.io, KISSinsights, Wufoo, SurveyMonkey, etc...• Usability Testing • In-person, UserTesting.com, FiveSecondTest, etc...• Example • Task completion survey http://kiss.ly/biUD9L • SaaS plans page survey http://kiss.ly/f9ZlAb
• 17. Create and implement A/B tests• Many ways to improve funnels• Modify your steps • Combine, remove or change the order of steps. • Add UI elements to guide users• Test your designs • Headlines, images, buttons, microcopy, etc... • Try radical variations
• 18. Measure against your baseline, rinse & repeat
• 19. Segmenting Your Customers
• 20. Account type segmentation http://rowfeeder.com/plans
• 21. Company size segmentation http://box.net/pricing
• 22. Custom segmentation
• 23. Custom segmentation data
• 24. Testing Your Call to Actions
• 25. Funnel A/B Testing Rules!
• 26. Survey, segment, analyze & then create tests 27. Segment and analyze
• 28. Don’t copy “best practices” blindly
• 29. Learn what works best for your customers
• 30. 3 Techniques for Increasing SaaS Conversions
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4. Introduction
• About BusinessOnLine: • Services:
The key to giving your customers a better • Search Engine Optimization
web experience? It starts by understanding (PPC, SEO, International SEO)
how they experience the web.
• User-Experience
This is what we focus on at BusinessOnline. • Social Media
Creating stronger connections between the • Web Design & Development
online elements and your customers, so • Analytics
everything works better together, and you
get the results you want.
We’re the interactive company that makes
sure everything is interacting the way it
should.
10. Persuasion Funnel
• Nonlinear and multichannel nature of
customer’s actual experience – and all the
touchpoints
Conversion Funnel Persuasion “Funnel”
Home page
Department Department
Category
Product
Cart
12. Why Test?
“We can't solve problems
by using the same kind of
thinking we used when we
created them.”
- Albert Einstein
It’s not about “What,” but “Why”
13. How Do You Decide On Site Design
“We should add these 10
bullets and this 2x2 matrix
to the page”
“We should remove all
those bullets and table and
just leave the flash movie.”
17. A/B testing vs. Multivariate
• Requires less traffic • Requires more traffic
• Tests fewer variations • Can test more
• Apples and oranges combinations
tests • Variations of fixed
• Dependent elements elements
okay • Need independent
• Easy to visualize test elements
• No risk of bad • Harder to visualize tests
combinations • Risks of bad combinations
18. How Do You Test?
Randomly select users to be in test, compare the outcomes
for each alternative, and act.
Control
(Version A)
$
50/50
Randomized
Split Winner
Treatment
(Version B)
$
Improve Conversion
19. Google Website Optimizer
Benefits Features
• Free Experimentation Tool • A/B split testing
• Easy to use • Multivariate testing
• Does not impact SEO • Follow up testing
• Backed by Google • Works with all traffic
• Increases in conversion • Statistical analysis
>25% not uncommon • Platform independent
• Discussions groups,
tutorials, consultant
network
20. It’s a Process
Test Identification
and prioritization
Experimental test
Execute and design, wire
launch framing and
analytics planning
22. Experiment - Background
Background: An E-commerce was experiencing a high shopping
cart abandonment rate on a regular basis.
Goal: To increase total number of submitted orders and reduce
user frustration throughout the checkout process.
Primary Business Question: Which checkout path will have the
highest conversion rate?
Approach: Conduct A/B split testing with reduced amount of
steps in the sales funnel process.
23. Test Design
Checkout Path
Landing Page
Landing page Control Checkout Path
(A) (A)
Traffic
Landing page Control Checkout Path
(B) (B)
For this test, we have chosen to affect the funnel checkout process while the
landing page itself remained unchanged
25. Alternate Checkout Process
Checkout Billing, Shipping, Order Review
Landing Page Payment Information Confirmation
We made the following changes to the original test:
• Reduced the number of pages prior to the order confirm page
• Eliminated the number of unnecessary fields the user had to fill out to complete
the checkout funnel
26. Experiment Results
Conversion Rate % Lift
Control 3%
Treatment
Treatement 3.30% 10%
By Reducing the number of pages prior to the order confirm page and by
eliminating the number of unnecessary fields the user had to fill out to complete
the checkout funnel, we were able to increase conversion by 10%
28. Examples- PPC Ads
The first ad does a better job of
Example A using specific details and
quantitative statement that more
clearly communicate the value of
their offers.
The Second ad is weakly
communicating the value of their
offers. They use vague language to
describe their services and
Example B unsupported qualitative statements.
29. Examples – Product Page
The visitor’s eye path is
being directed to the image
which doesn’t add any
value
Bonus Offer and extensive
navigation are competing
for attention
The product options are
not clearly available for
selection
No Help options are
available
30. Examples – Product Page
The visitor’s eye path is
being directed by the
images and the layout of
the pages
No additional ads and
navigation are competing
for attention
The product options are
clearly available
Help options are
available
31. Example – Home Page
www.adorama.com
• 146 clickable items on this
page
• Price range : $24.95 to
$799.95
• Bright graphical banner ads
across the top and right side
of the page
• Rotating banner ads
32. Homepage Awareness
www.bhphotovideo.com
• Helps users to find
something easily
• Emphasizes category as
opposed to individual
products
35. • Define a process and establish a testing team
• Start from the bottom of the funnel
• Lay out a clear testing strategy and calendar
Test Identification
and prioritization
Experimental test
Execute and design, wire
launch framing and
analytics planning
36. • Define “Success” and “Failure”
• Don’t rush – wait for statistical significance
Test Identification
and prioritization
Experimental test
Execute and design, wire
launch framing and
analytics planning
37. • Conduct head-to-head test
• Utilize audience segmentation
• Repeat the process frequently
Test Identification
and prioritization
Experimental test
Execute and design, wire
launch framing and
analytics planning