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Turning Business Challenges into Testable Ideas - 29 Nov '23.pdf

VWO
VWO

CRO teams excel at identifying customer problems that collectively reflect the challenges businesses face daily. As a CRO professional, your knack for identifying, communicating, and resolving these challenges sets you apart. Max possesses the know-how to spot promising problems, translate them into viable tests, and execute them on a broad scale. Although acquiring this skillset might seem daunting, Max has formulated a method for turning business challenges into feasible tests, which he will be sharing in this webinar.

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Turning Business
Challenges into
Testable Ideas
November '23
Max Bradley
Website strategy & CRO at Wiz
Max Bradley
The4stagesofturningchallengesintotests
Ideation
Gather insights from data
Use qualitative & quantitative data to
gather critical insights into the
behavior and needs ofour visitors.
Create high level concepts
These are strategic in nature that
present a potential solution to a pain
point identified.
Ensure all ideas align with OKRs
The proposed concepts should align
with the company's vision with the goal
of driving incremental leads.
Planning Design
Estimate effort involved
Work with Design & Development
leads to estimate work involved.
Size the opportunities
Score each idea according to the
framework and consider the effort
involved.
Prioritize accordingly
Add items to the roadmap that
maximize both the opportunity and
resources.
High level mockups
Provide the design team with examples
of what we are trying to achieve along
with any other supporting details.
Lo-Fi design consultation
An opportunity to gather
stakeholders to ensure there is
alignment on the proposed design
and approach.
Design hand-off for development
Final design approval from relevant
stakeholders and hand over for
development.
Execution
Build the experience
Build the experience and set up the
experiment within Optimizely.
Pre-launch review & approval
Final QA and sign off. Schedule the
experiment launch and update
stakeholders.
Launch & Monitor
Experiment pushed live to the public
and results are closely monitored.
Creating a framework
for identifying
testable problems
Max Bradley
"I know what will and won't work"
Avoid falling into the trap of relying on what you
feel would work well or the hottest new web
design trend.
Creatingacustomscoringmodel
Custom scoring model
Look at what is impactful on your business – key
pages, actions, personas etc. Get comfortable
with underlying data and be critical.
Always think:
1. Will it matter if it is
successful?
2. Will it scale?
Max Bradley
Managingbias
Testing what you or the HIPPO wants
It's not unavoidable but seek to minimize this
mindset or approach.
Be agnostic on the solution
Focus on solutions that overall align with your
"North star" vision, accept that you will often be
wrong.
It's the hope that kills
you!
Don't get married to one
solution.
Max Bradley
Alwaysbethinkingaboutthe$$$
Frame the opportunity in
the language of the
stakeholder.
What do they care about?
"Our customers will love this"
There are hundreds, if not thousands, of things
that can be improved on your website.
Show a revenue impact of the change
Most stakeholders and leaders only care about 1
thing.
Ad

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Turning Business Challenges into Testable Ideas - 29 Nov '23.pdf

  • 1. Turning Business Challenges into Testable Ideas November '23 Max Bradley Website strategy & CRO at Wiz
  • 2. Max Bradley The4stagesofturningchallengesintotests Ideation Gather insights from data Use qualitative & quantitative data to gather critical insights into the behavior and needs ofour visitors. Create high level concepts These are strategic in nature that present a potential solution to a pain point identified. Ensure all ideas align with OKRs The proposed concepts should align with the company's vision with the goal of driving incremental leads. Planning Design Estimate effort involved Work with Design & Development leads to estimate work involved. Size the opportunities Score each idea according to the framework and consider the effort involved. Prioritize accordingly Add items to the roadmap that maximize both the opportunity and resources. High level mockups Provide the design team with examples of what we are trying to achieve along with any other supporting details. Lo-Fi design consultation An opportunity to gather stakeholders to ensure there is alignment on the proposed design and approach. Design hand-off for development Final design approval from relevant stakeholders and hand over for development. Execution Build the experience Build the experience and set up the experiment within Optimizely. Pre-launch review & approval Final QA and sign off. Schedule the experiment launch and update stakeholders. Launch & Monitor Experiment pushed live to the public and results are closely monitored.
  • 3. Creating a framework for identifying testable problems
  • 4. Max Bradley "I know what will and won't work" Avoid falling into the trap of relying on what you feel would work well or the hottest new web design trend. Creatingacustomscoringmodel Custom scoring model Look at what is impactful on your business – key pages, actions, personas etc. Get comfortable with underlying data and be critical. Always think: 1. Will it matter if it is successful? 2. Will it scale?
  • 5. Max Bradley Managingbias Testing what you or the HIPPO wants It's not unavoidable but seek to minimize this mindset or approach. Be agnostic on the solution Focus on solutions that overall align with your "North star" vision, accept that you will often be wrong. It's the hope that kills you! Don't get married to one solution.
  • 6. Max Bradley Alwaysbethinkingaboutthe$$$ Frame the opportunity in the language of the stakeholder. What do they care about? "Our customers will love this" There are hundreds, if not thousands, of things that can be improved on your website. Show a revenue impact of the change Most stakeholders and leaders only care about 1 thing.
  • 8. Max Bradley Suprises create fear & skepticism Stakeholders should not find out about experiments by seeing them live on the website. Earlyinvolvement Speak early & often Seek to involve stakeholders early in the process, make them feel heard and be open to feedback.
  • 9. Max Bradley Problemframing Telling them what you're doing Stakeholders need to feel that you are doing work that will support them for them to buy-in. Asking for their problems before Start with the problems they are facing before going straight into solutioning. Always start with the problem. The potential solutions will follow.
  • 10. Max Bradley Focusontheproblem Research/ Feedback Issue: Problem Statement Hypothesis 1 Solution 1 Solution 2 Solution 3 Issue: Problem Statement Hypothesis 2 Solution 4 Solution 5 Solution 6 Always start here to ensure you are addressing an actual problem
  • 11. Max Bradley Consistentcommunication Delivering value to stakeholders is more than just winning experiments. Sporadic & one-way communication Often stakeholders will just receive status updates, making it a one-way conversation that feels selfish. Regular & considered discussions Be open to taking their insights and feedback. They are likely closer to the problem and will often have insights that you cannot see.
  • 12. Max Bradley Longtermengagement Building trust is the most important factor. You may have to run non-ideal experiments to start to build this. "Win at all costs" There is a pressure to demonstrate your value with winning experiments but be careful in your approach. "Win the war" Consider where you want your relationship with this stakeholder to be in 12 months. People remember how you made them feel, positively & negatively.
  • 13. Max Bradley Fostertheculture Educate & seek input Promote a culture of optimization and experimentation. Seek other team's input and ideas. Transparent planning & prioritization Quarterly planning sessions thatlargely set the roadmap. Seek to mix large and small projects to maximize resources and minimize risk. Validate decisions with experiments Where possible, validate our thinking with experiments to ensure we adopt a data-driven approach to growth. Share learnings across the business Be transparent and vocal about findings, document these for future referencing across all teams. Gather the problems teams are facing, don't jump straight to solutioning
  • 15. Max Bradley Trying to do it all yourself - Silo You are likely to need other people's support to run a truly impactful experimentation program. Leveragestrengths Lean on expertise & trust them You are likely surrounded by great minds that know what they are doing. Get their support and guidance. Be open to feedback and change from peers.
  • 16. Max Bradley Re-useexistingresources Brand new, perfect designs Most of your experiments will lose, keep this in mind when setting your expectations of your variant. Efficiency to prove the concept Seek to prove your concept or solution as efficiently as possible. In Zendesk we saw over 80% of experiments "lose".
  • 17. Max Bradley Clearresponsibilities Build in some slack to give yourself the best opportunity. Scattered, reactionary requests People aren't just sitting on their hands waiting for you to pass over their work, keep this in mind. Clear expectations & timelines Work backwards from your proposed launch date to understand when you would need things to happen. Consult everyone involved on this upfront.
  • 18. Ideate & evaluate solutions that work at scale
  • 19. Max Bradley Rushing into change Seeing one concerning number in Google Analytics is not enough. Problemvalidation Validating the problem Where possible, validate with quantitative and qualitative analysis. Is it an anomaly or a persistent trend? Does it affect everyone? Be aware of sample sizes, week on week is often misleading.
  • 20. Max Bradley Problemvalidation EXPLORE Identify core customer pain points, identify opportunities & generate ideas FOCUS Dig deeper into identified pain points, opportunities & ideas VALIDATE Validate with supporting data and ensure alignment with business goals OBJECTIVE METHODS HOW OFTEN? EXAMPLE Customer surveys, usability studies, existing analytics Quarterly Quarterly roadmap development Card sorting, 1 to 1 interviews, deeper analytics analysis Monthly - Quarterly To gain a deeper understanding on the pain point or opportunity A/B Testing, Controlled roll out Weekly - Monthly Roadmap line-item delivery, individual A/B tests
  • 21. Max Bradley Re-usablesolutions Singular solution Bespoke approach for a single web page. Scalable solution Value will often come from rolling out across multiple pages and domains. Validate that it performs as before as you roll out.
  • 22. Max Bradley Howdoyouspreadrisk? ITERATIVE These are changes that build upon what exists today. SUBSTANTIAL DEPARTURE These changes introduce something new that is likely to be noticeable to the visitor. BIG BETS These are the changes thatboth excite you and make you feel nervous. TYPE OF CHANGE EXAMPLES RESOURCES NEEDED Changes to the copy, UI tweaks, imagery swap. Smallest UX overhaul, new journeys, new components. Medium Fundamental changes, new product offerings, brand new web functionality. Largest
  • 23. Max Bradley Coremetricfocus This also benefits you in stakeholder request management – ensuring they realize what is important. Scattered approach Avoid falling into the trap of trying to improve absolutely everything. Focused on a core metric Work towards an agreed core metric that you are trying to influence, for the most part.
  • 24. Max Bradley Whatwilldeemyourprogramasuccess? Core metric Purchases, Revenue, Trials, Demos etc. Indicative Metrics CTA clicks, pages viewed, video plays etc. Website performance /foundation Page load speed, information architecture, usability, accessibility etc. Get agreement on your "north star" metric • All efforts should have this as the overarching goal
  • 25. Max Bradley HowdoesCROtieintoandinfluencebusinessperformance? Business OKRs &Goals The long-term objective of the company or the problem it is trying to solve. Wins, Revenue, Product adoption etc. Key Business Metrics These metrics are directly tied from the CRO efforts to the business's performance and goals. Purchases, Subscriptions, Leads, Opportunities etc. Website Key Metrics The baseline metrics that your CRO efforts are seeking to improve. Demo sign ups, Trials, Form completions etc. Website engagement Interactions with the website that indicate performance. Bounce rate, pages visited, CTA clicks.
  • 26. Key takeaways: 1. Dive into the problem 2. Validate & validate again 3. Get stakeholders involved 4. Seek efficient & scalable solutions
  • 27. Thank you! Please connect with me on LinkedIn if you have any questions.