This presentation is from Affiliate Summit West 2016 (January 10-12, 2016 in Las Vegas, NV). Session description: CRO is about research and process, not tactics and hacks. In this session, you’ll learn the tools and what it takes to evaluate campaigns & come up with clever solutions that impact the bottom line.
16. @jtrondeau
Protip: Just because a top funnel
metric increased at x% doesn’t mean
a deep funnel metric will increase at
that rate (or increase at all).
19. BENEFITS OF
TESTING
MULTIPLE
METRICS
@jtrondeau
#1 GET THE FULL STORY
MORE USEFUL METRICS, MORE INSIGHTS
#2 CAN GET INSIGHTS ON LOW SAMPLES
IF THERE IS CONSISTENCY BETWEEN
PAGES/METRICS YOU MIGHT BE ABLE TO
CALL A TEST EARLIER
#3 BETTER ITERATIONS
TESTING IS AN ITERATIVE PROCESS, THE
MORE DATA YOU HAVE THE MORE YOU
CAN IMPROVE.
24. WHAT CAN I
LEARN?
@jtrondeau
DESPITE THE SMALLER SAMPLE SIZE FOR
THE DEEPER FUNNEL CONVERSION…
…THE CONSISTENCY IN ACTIONS OVER 3
PAGES AND 8 DAYS MADE US CONFIDENT
THAT THIS TEST WAS COMPLETE.
30. PROTIP
@jtrondeau
WE CAN SURMISE A LOT FROM
QUANTITATIVE DATA…
…WE DEVELOP HYPOTHESES WHEN WE
EVALUATE QUALITATIVE DATA.
(WE’LL TALK ABOUT THIS LATER)
32. PICK PAGES
THAT
MATTER
@jtrondeau
#1 HIGH VALUE PAGES WITH A HIGH
BOUNCE RATE
BOUNCES ARE BAD NEWS BEARS
#2 DEEP FUNNEL PAGES
PEOPLE JUMPED THROUGH YOUR HOOPS,
BRING THEM HOME
#3 FUNNEL VALLEYS
CHECK THE PREVIOUS PAGE TO FIND OUT
WHY NO ONE IS MOVING DOWN THE
FUNNEL
46. @jtrondeau
“Netflix considers 90% of what they try to be wrong” -- Mike Moran
“80% of the time you/we are wrong about what a customer wants”
-- Avinash Kaushik
Microsoft’s statistic from thousands of controlled experiments:
only 10-30% of experiments move the metrics they were
designed to improve”
— Ronny Kohavi
47. @jtrondeau
FACTORS THAT
IMPACT
TEST
TIMING
#1 LIFT PERCENTAGE
WHAT WAS THE LIFT OR LOSS
#2 CONFIDENCE RATE
95% OR BETTER
#3 NUMBER OF VARIANTS
2 OR MORE
#4 NUMBER OF VARIANTS
TESTED POPULATION PER DAY
48. @jtrondeau
WORK
BACKWARD
#1 PICK TIME PERIOD
1-6 WEEKS
#2 RECORD UNIQUE TRAFFIC
WHAT’S THE TRAFFIC FOR THE TIME
PERIOD
#3 NUMBER OF VARIANTS
DIVIDE TRAFFIC BY VARIANTS
#4 DESIRED CONFIDENCE
95%
#4 CALCULATE LIFT PERCENTAGE
CAN YOU GET X LIFT? IF YES, DO IT!
52. WE NEED
DETAILED
USER
RESEARCH
@jtrondeau
#1 HEATMAPS
SEE WHERE PEOPLE ARE
CLICKING/SCROLLING
#2 USER SURVEYS
GET INFORMATION FROM YOUR BEST
USERS
#3 SESSION RECORDINGS
WATCH EXACTLY HOW PEOPLE INTERACT
ON YOUR SITE
#4 USABILITY TESTS
GET SITE TESTERS AND ASK FOR
FEEDBACK
61. @jtrondeau
SOME
SWEET
SURVEY
TIPS
#1 ASK A SINGLE QUESTION
IF ASKING FOR MORE, THEN
SET TIME CONSTRAINTS
#2 OPEN ENDED = POWER
YOU’LL GET LESS RESPONSES,
BUT BETTER DATA
#3 KNOW IT’S A SEGMENT
THE TYPE OF PEOPLE WHO
ANSWER SURVEYS AREN’T AN
ACCURATE REPRESENTATION
OF THE WHOLE
62. @jtrondeau
• Was it was easy to find what you were looking for?
• Were the words/vocab used to define categories/sub-categories
clear to you?
• Do you have any suggestions to improve our website navigation?
• Does our website look credible to you?
• Is our pricing clear?
• Is there anything else you’d like to know before signing up with us?
• Will you shop with us again? Why/why not?
• Do you think the form has any confusing/unnecessary input fields?
65. @jtrondeau
QUICK
RECAP
#1 CLEAN YOUR DATA
MAKE SURE YOU TRUST WHAT’S IN GA
#2 GET A TESTING TECH
VWO, OPTIMIZELY, ETC…
#3 GET A QUALITATIVE SOURCE
HEATMAPS, SURVEYS, CUSTOMER DATA,
ETC…
#4 I.D. PROBLEM PAGES & WHY
#5 RUN TEST & REPORT
We will cover the circular nature of testing.
Avoid ad hoc testing
You need a measurable test that has a hypothesis
Analyze, hypothesize, test, repeat.
We will cover the circular nature of testing.
Avoid ad hoc testing
You need a measurable test that has a hypothesis
Analyze, hypothesize, test, repeat.
We will cover the circular nature of testing.
Avoid ad hoc testing
You need a measurable test that has a hypothesis
Analyze, hypothesize, test, repeat.
Testing the wrong metrics ruins your test. You need to choose the right metrics.
Measure for page goals, campaign goals, and business goals.
Low traffic? micro conversions can be used as indicators
Regular traffic? micro conversions can help with test validity and test deconstruction.
Testing the wrong metrics ruins your test. You need to choose the right metrics.
Measure for page goals, campaign goals, and business goals.
Low traffic? micro conversions can be used as indicators
Regular traffic? micro conversions can help with test validity and test deconstruction.
Testing the wrong metrics ruins your test. You need to choose the right metrics.
Measure for page goals, campaign goals, and business goals.
Low traffic? micro conversions can be used as indicators
Regular traffic? micro conversions can help with test validity and test deconstruction.
Testing the wrong metrics ruins your test. You need to choose the right metrics.
Measure for page goals, campaign goals, and business goals.
Low traffic? micro conversions can be used as indicators
Regular traffic? micro conversions can help with test validity and test deconstruction.
Testing the wrong metrics ruins your test. You need to choose the right metrics.
Measure for page goals, campaign goals, and business goals.
Low traffic? micro conversions can be used as indicators
Regular traffic? micro conversions can help with test validity and test deconstruction.
Testing the wrong metrics ruins your test. You need to choose the right metrics.
Measure for page goals, campaign goals, and business goals.
Low traffic? micro conversions can be used as indicators
Regular traffic? micro conversions can help with test validity and test deconstruction.
Testing the wrong metrics ruins your test. You need to choose the right metrics.
Measure for page goals, campaign goals, and business goals.
Low traffic? micro conversions can be used as indicators
Regular traffic? micro conversions can help with test validity and test deconstruction.
Testing the wrong metrics ruins your test. You need to choose the right metrics.
Measure for page goals, campaign goals, and business goals.
Low traffic? micro conversions can be used as indicators
Regular traffic? micro conversions can help with test validity and test deconstruction.
This would be classic confirmation bias. Finding an instance that confirms the rule does not prove the rule is true. But, finding one instance that disproves the rule shows that the rule is false.
Testing the wrong metrics ruins your test. You need to choose the right metrics.
Measure for page goals, campaign goals, and business goals.
Low traffic? micro conversions can be used as indicators
Regular traffic? micro conversions can help with test validity and test deconstruction.
This would be classic confirmation bias. Finding an instance that confirms the rule does not prove the rule is true. But, finding one instance that disproves the rule shows that the rule is false.
This would be classic confirmation bias. Finding an instance that confirms the rule does not prove the rule is true. But, finding one instance that disproves the rule shows that the rule is false.
Conversion Hierarchy
A/B Test Icon
A/B Test Icon
A/B Test Icon
Offer vs Structure
You can’t test yourself out of a bad offer…
Testing the wrong metrics ruins your test. You need to choose the right metrics.
Measure for page goals, campaign goals, and business goals.
Low traffic? micro conversions can be used as indicators
Regular traffic? micro conversions can help with test validity and test deconstruction.
Testing the wrong metrics ruins your test. You need to choose the right metrics.
Measure for page goals, campaign goals, and business goals.
Low traffic? micro conversions can be used as indicators
Regular traffic? micro conversions can help with test validity and test deconstruction.
Testing the wrong metrics ruins your test. You need to choose the right metrics.
Measure for page goals, campaign goals, and business goals.
Low traffic? micro conversions can be used as indicators
Regular traffic? micro conversions can help with test validity and test deconstruction.
Testing the wrong metrics ruins your test. You need to choose the right metrics.
Measure for page goals, campaign goals, and business goals.
Low traffic? micro conversions can be used as indicators
Regular traffic? micro conversions can help with test validity and test deconstruction.
Testing the wrong metrics ruins your test. You need to choose the right metrics.
Measure for page goals, campaign goals, and business goals.
Low traffic? micro conversions can be used as indicators
Regular traffic? micro conversions can help with test validity and test deconstruction.
Testing the wrong metrics ruins your test. You need to choose the right metrics.
Measure for page goals, campaign goals, and business goals.
Low traffic? micro conversions can be used as indicators
Regular traffic? micro conversions can help with test validity and test deconstruction.
Testing the wrong metrics ruins your test. You need to choose the right metrics.
Measure for page goals, campaign goals, and business goals.
Low traffic? micro conversions can be used as indicators
Regular traffic? micro conversions can help with test validity and test deconstruction.
Offer vs Structure
You can’t test yourself out of a bad offer…
This is qualitative data, use WTW chart show some qualitative options and benefits.
This would be classic confirmation bias. Finding an instance that confirms the rule does not prove the rule is true. But, finding one instance that disproves the rule shows that the rule is false.
People who actually scroll to the bottom click
Not enough people are scrolling that far down
~15% of all clicks on this page are on the nav bar
Our Click Tracking Revealed That 12% Of All Page Clicks Were On This Image
Our Click Tracking Revealed That 12% Of All Page Clicks Were On This Image