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The Best A/B Test Idea You Haven’t Thought Of

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The Best A/B Test Idea You Haven’t Thought Of

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The problem
Not so much Winner! Not so much Not so much Not so much Not so much Not so much Not so much Not so much Not so much
The real problem
One month Winner! Two months Three months Four months Five months Six months Seven months Eight months Nine months
1 winner per year
QUOTE FROM ELON MUSK BIOGRAPHY “ He would place this urgency that he expected the revenue in ten years to be ten million dollars a day and that every day we were slower to achieve our goals was a day of missing out on that money.
We’re missing out on this
But…why?
TOO MANY IDEAS!
170 ideas in 3 minutes
Try new CTA Try new CTA location Test multiple CTAs Test different button colors Add an “About” section Try a different headline Add an image to the homepage Shorten my form Auto play the video Try modals for forms Test a free trial Try annual billing Try a high anchor price
Er.
We need a process
Find out what’s stopping folks from converting…
…fix it.
Thanks
I’ll be here all night
Step 1: Take these ideas…
Try new CTA Try new CTA location Test multiple CTAs Test different button colors Add an “About” section Try a different headline Add an image to the homepage Shorten my form Auto play the video Try modals for forms Test a free trial Try annual billing Try a high anchor price
…and throw them away.
Step 2: Listen to your customers and prospects
Try new CTA Try new CTA location Test multiple CTAs Test different button colors Add an “About” section Try a different headline Add an image to the homepage Shorten my form Auto play the video Try modals for forms Test a free trial Try annual billing Try a high anchor price These ideas are good. They just might not be for you.
Gut Your gut is good. It just knows too much.
Curse of knowledge
USER TESTING
Send 3 users through your funnel
Send 3 users to your competition
Send 3 users to a HUGE company in your space
PEEK
QUALAROO
CHAT TRANSCRIPTS
SALES PEOPLE AND SUPPORT
Step 3: Use a framework to make decisions
Test summary Test objective Hypothesis Opportunity size Time to test Likely scenarios Next steps What worked? What didn’t work? HTTP://BIT.LY/ABTEST-FRAMEWORK
The problem
Not so much Winner! Not so much Not so much Not so much Not so much Not so much Not so much Not so much Not so much
The problem opportunity
Not so much Winner! Not so much Not so much Not so much Not so much Not so much Not so much Not so much Not so much
Not so much Winner! Not so much Not so much Not so much Winner! Not so much Not so much Not so much Not so much
Not so much Not so much Not so much Winner! Not so much Not so much Winner! Not so much Not so much Winner!

The problem
Not so much Winner! Not so much Not so much Not so much Not so much Not so much Not so much Not so much Not so much
The real problem
One month Winner! Two months Three months Four months Five months Six months Seven months Eight months Nine months
1 winner per year
QUOTE FROM ELON MUSK BIOGRAPHY “ He would place this urgency that he expected the revenue in ten years to be ten million dollars a day and that every day we were slower to achieve our goals was a day of missing out on that money.
We’re missing out on this
But…why?
TOO MANY IDEAS!
170 ideas in 3 minutes
Try new CTA Try new CTA location Test multiple CTAs Test different button colors Add an “About” section Try a different headline Add an image to the homepage Shorten my form Auto play the video Try modals for forms Test a free trial Try annual billing Try a high anchor price
Er.
We need a process
Find out what’s stopping folks from converting…
…fix it.
Thanks
I’ll be here all night
Step 1: Take these ideas…
Try new CTA Try new CTA location Test multiple CTAs Test different button colors Add an “About” section Try a different headline Add an image to the homepage Shorten my form Auto play the video Try modals for forms Test a free trial Try annual billing Try a high anchor price
…and throw them away.
Step 2: Listen to your customers and prospects
Try new CTA Try new CTA location Test multiple CTAs Test different button colors Add an “About” section Try a different headline Add an image to the homepage Shorten my form Auto play the video Try modals for forms Test a free trial Try annual billing Try a high anchor price These ideas are good. They just might not be for you.
Gut Your gut is good. It just knows too much.
Curse of knowledge
USER TESTING
Send 3 users through your funnel
Send 3 users to your competition
Send 3 users to a HUGE company in your space
PEEK
QUALAROO
CHAT TRANSCRIPTS
SALES PEOPLE AND SUPPORT
Step 3: Use a framework to make decisions
Test summary Test objective Hypothesis Opportunity size Time to test Likely scenarios Next steps What worked? What didn’t work? HTTP://BIT.LY/ABTEST-FRAMEWORK
The problem
Not so much Winner! Not so much Not so much Not so much Not so much Not so much Not so much Not so much Not so much
The problem opportunity
Not so much Winner! Not so much Not so much Not so much Not so much Not so much Not so much Not so much Not so much
Not so much Winner! Not so much Not so much Not so much Winner! Not so much Not so much Not so much Not so much
Not so much Not so much Not so much Winner! Not so much Not so much Winner! Not so much Not so much Winner!

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The Best A/B Test Idea You Haven’t Thought Of

  1. The best A/B test idea you haven’t thought of PHIL SHARP
  2. @NEILPATEL @Kissmetrics #KissWebinar @ThueLMadsen
  3. Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Phil leads the UserTesting marketing team in helping companies discover the importance of user experience and usability testing. PHIL SHARP VP of Marketing, UserTesting @iamphilsharp
  4. @NEILPATEL @Kissmetrics #KissWebinar @IAmPhilSharp
  5. WATCH WEBINAR RECORDING NOW
  6. The problem
  7. Not so much Winner! Not so much Not so much Not so much Not so much Not so much Not so much Not so much Not so much
  8. The real problem
  9. One month Winner! Two months Three months Four months Five months Six months Seven months Eight months Nine months
  10. 1 winner per year
  11. QUOTE FROM ELON MUSK BIOGRAPHY “ He would place this urgency that he expected the revenue in ten years to be ten million dollars a day and that every day we were slower to achieve our goals was a day of missing out on that money.
  12. $10,000,000 days
  13. We’re missing out on this
  14. But…why?
  15. We’re smart
  16. And hard working
  17. And nice :)
  18. And know our products
  19. Why?
  20. TOO MANY IDEAS!
  21. 170 ideas in 3 minutes
  22. Try new CTA Try new CTA location Test multiple CTAs Test different button colors Add an “About” section Try a different headline Add an image to the homepage Shorten my form Auto play the video Try modals for forms Test a free trial Try annual billing Try a high anchor price
  23. Try new CTA Try new CTA location Test multiple CTAs Test different button colors Add an “About” section Try a different headline Add an image to the homepage Shorten my form Auto play the video Try modals for forms Test a free trial Try annual billing Try a high anchor price
  24. Try new CTA Try new CTA location Test multiple CTAs Test different button colors Add an “About” section Try a different headline Add an image to the homepage Shorten my form Auto play the video Try modals for forms Test a free trial Try annual billing Try a high anchor price
  25. Er.
  26. We need a process
  27. Process = Sleepy time
  28. Process = More revenue
  29. Process = More experiments
  30. The core of our process…
  31. Find out what’s stopping folks from converting…
  32. …fix it.
  33. Thanks
  34. I’ll be here all night
  35. Three Steps
  36. Step 1: Take these ideas…
  37. Try new CTA Try new CTA location Test multiple CTAs Test different button colors Add an “About” section Try a different headline Add an image to the homepage Shorten my form Auto play the video Try modals for forms Test a free trial Try annual billing Try a high anchor price
  38. …and throw them away.
  39. Step 2: Listen to your customers and prospects
  40. Find out what’s stopping folks from converting…
  41. …fix it.
  42. Step 2: Listen to your customers and prospects
  43. Try new CTA Try new CTA location Test multiple CTAs Test different button colors Add an “About” section Try a different headline Add an image to the homepage Shorten my form Auto play the video Try modals for forms Test a free trial Try annual billing Try a high anchor price These ideas are good. They just might not be for you.
  44. Gut Your gut is good. It just knows too much.
  45. Curse of knowledge HTTPS://HBR.ORG/2006/12/THE-CURSE-OF-KNOWLEDGE
  46. How to listen
  47. QUALAROO
  48. QUALAROO - USERTESTING EXAMPLE
  49. QUALAROO Is anything preventing you from signing up?
  50. QUALAROO “Trying to work out a password that meets your criteria — it’s taking me a while.”
  51. QUALAROO “A 10 character minimum for a password! Seriously? That’s insane.”
  52. QUALAROO “10 characters for the password? That’s way too many. This isn’t a bank site or something…”
  53. CHAT TRANSCRIPTS
  54. SALES PEOPLE AND SUPPORT
  55. USER TESTING
  56. Send 3 users through your funnel
  57. USER TESTING
  58. USER TESTING
  59. Send 3 users to your competition
  60. Send 3 users to a HUGE company in your space
  61. PEEK
  62. Step 3: Use a framework to make decisions
  63. Test summary Test objective Hypothesis Opportunity size Time to test Likely scenarios Next steps What worked? What didn’t work? HTTP://BIT.LY/ABTEST-FRAMEWORK
  64. Test Objective In 1-2 sentences, why are we running this test?
  65. Hypothesis If X, then Y because Z
  66. Opportunity Size If this test works, what’s the total impact we could expect to see over a year?
  67. Time to Test How long will it take to run this test?
  68. Likely Scenarios Write out your assumptions and 3 of the most likely scenarios.
  69. Next Steps Now that you know the results, what will you do? If the campaign worked, how can you expand it? What can you test that is similar?
  70. What worked? What didn’t? What did you learn?
  71. The problem
  72. Not so much Winner! Not so much Not so much Not so much Not so much Not so much Not so much Not so much Not so much
  73. The problem opportunity
  74. Not so much Winner! Not so much Not so much Not so much Not so much Not so much Not so much Not so much Not so much
  75. Not so much Winner! Not so much Not so much Not so much Winner! Not so much Not so much Not so much Not so much
  76. Not so much Not so much Not so much Winner! Not so much Not so much Winner! Not so much Not so much Winner!
  77. LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
  78. PHIL SHARP VP of Marketing, UserTesting @iamphilsharp phil@usertesting.com THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions?

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