breaking through: practical steps to follow to identify what and where to test by ayat shukairy

#SMX #21C @ayat

Breaking Through

Practical Steps to follow to identify what and where to test

#SMX #21C @ayat

Breaking Through

Practical Steps to follow to identify what and where to test

#SMX #21C @ayat

• 3,000+ successful tests

• 400+ CRO projects

• 11 different countries

• 65 years of combined experience

THE NUMBERS

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#SMX #21C @ayat

780 Tests/Year

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Why?

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• Font/color of texts• "lowest price guarantee" vs

"110% price match guarantee"

• Add to cart button - different designs/sizes

• a badge that shows "XXX products sold

The old way

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Conversion Optimization System

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Qualitative data focuses on the “Why”

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Qualitative data• Heuristic Evaluation• Customer voice

• Polls• Surveys• 1 on 1 interviews• Customer service feedback

• Usability testing• Focus group• User testing• Video Recording

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§ Helps you determine the broken areas on the website§ Helps you get a full view of what the visitor experiences, especially if

you’ve done your homework and considered most the different scenarios a visitor may experience

§ Gives you a sense of possible testing areas (which need to vetted)§ Allows you to then categorize the experience for “to testing ideas” and

overall fixes that need to happen (broken areas on a website do not to be “tested”)

§ Should be conducted with more than one person

STOP THE BLEEDING REPORT

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Case study

25% increase in on-site search usageSearch users more likely to convert

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Polls and Surveys

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Polls and Surveys§Motivators §Barriers §Hooks §Satisfaction

– Overall NPS– Page Level

§Demographical information§Feedback§Scoping competitive space

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“What is preventing you from making a purchase?”

1. I cannot find the information I need2. I don’t know if the item fits my phone3. I want a different color4. I cannot find the shipping costs5. I am just comparing prices

Result: understanding of what bothers the visitors + testing ideas

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“What is preventing you from making a purchase?”

Result Action

I cannot find the information I need Investigate further

I don’t know if the item fits my phone Fix right away – Test placement

I want a different color Fix right away - Test design/placement

I cannot find the shipping costs Test

I am just comparing prices Capture email

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Which design increased conversions?

1

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Which design increased conversions?

2

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Which design increased conversions?

3

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Which design increased conversions?

1

2 3

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The winner

23.4 %moreconversions

2

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Why?Social proof via reviews

placement

Max of 4 benefits of the product displayed

More options for logical persona

Specific compatibility info clearly labeled

2

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The Essentials of Multivariate and AB Testing

ü The Basics of AB Testing

ü The Basics of Multivariate Testing

ü What Elements Should You Test In An A/B

Test?

ü AB Testing Best Practices

ü 14 Beginner Mistakes That Will Kill Your A/B

Testing (And What You Can Do About

Them)

invespcro.com/ab

#SMX #21C @ayat

Remember!• Qualitative data collection is not as simple as it looks.

If not well-planned and executed, can lead to more questions than answers.

• Design the data collection plan to uncover visitor problems and issues.

• Each method of data collection uncovers different types of data. Used together, they lead to greater insight into site performance and visitor perspectives.

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Quantitative data focuses on the “What”

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Randomly selecting pages• Pages with high bounce rate• Pages with high exit rate• Pages at the bottom of the funnel• Pages with high index value• Let’s test all pages/all the time

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Element level testing

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Page level testing

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Checkout Checkout

Visitor flow testing

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Different way of looking at metrics• Category to product page ratio• PPER (product page

effectiveness rate)• Cart abandonment• Checkout abandonment• Lost value on a Class of Pages

• (Bounces / Exits)*AOV * 10%

CATEGORY PAGE UV

(PDP UV – PDP ENTRANCES)

*UV - unique views

TOTAL “ADD TO CART” CLICKS

PDP UV

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#SMX #21C @ayat

All visitors

Direct

New Returning

Organic

New Returning

CPC

New Returning

Email

New Returning

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How do you segment?• By traffic source• By visitor behavior• By outcome

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Remember!• Emotions create preferences which lead to buying decisions• Visitors perceive the same type of personality characteristics in

websites as they do in people. So, what is your website personality? Does it lead to rich and powerful mental representation?

• Your website “narrative” should communicate “why” visitors should care.

• Analytics supports the why and sometimes can even uncover why visitors behave a certain way on the website as well.

#SMX #21C @ayat

How can I help you?

@ayatAyat @invesp.comwww.invespcro.com

@ayat