testing for success top tips for unlocking revenue
Post on 16-Jul-2015
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Testing for Success:
Top tips for unlocking revenue
Presenters:
Mike Norland,
Sr. Marketing Strategist, AdRoll
Hudson Arnold,
Strategy Consultant, Optimizely
Speakers
Mike Norland
Sr. Marketing Strategist
AdRoll
Hudson Arnold
Strategy Consultant
Optimizely
Speakers
▶ Data driven to data informed
▶ Building a testing roadmap
▶ 6 tips for creating a testing culture
▶ Q&A
Agenda
Engaging Cold SDR Leads with Email Nurturing CampaignsThe evolution from “Data Driven” to “Data Informed”
Data Driven Data Informed
Data never lies.
Do what the data says.
This is a messy problem.
Don’t let data oversimplify it.
Engaging Cold SDR Leads with Email Nurturing CampaignsInterpreting Results
Opens, Impressions, Traffic
Clicks, sales qualified leads,
form fills
Account signups, conversions
Spend, product adoption, churn
Surface level metrics
Downstream results
Engaging Cold SDR Leads with Email Nurturing CampaignsThe right metrics to inform your decision
Subject Lines:
A: “Testing for success: Top tips for unlocking revenue”
B: “Soooo…do you like testing things?”
C: “Subject Line: Test B”
Engaging Cold SDR Leads with Email Nurturing CampaignsCustomer proof vs. simplification
Original
Test
Engaging Cold SDR Leads with Email Nurturing Campaigns
OriginalResults (19k Visitors)
- 2% “Try Us”
+22% Request a demo
(84% CL)
+8% All Conversions
✓
Customer proof vs. simplification
“Customer proof” has a strong impact on our customers and can be applied to other tactics
Customer proof vs. simplification
Engaging Cold SDR Leads with Email Nurturing CampaignsIterate to drive even better results
B. From: Matt Saydah
A. From: AdRoll
+12% Open rate
TEST 1:
B. From: Matt Saydah, AdRoll
A. From: Matt Saydah
+13% Open rate
TEST 2:
Engaging Cold SDR Leads with Email Nurturing CampaignsPoll: Which one performed better?
Original
Test
Engaging Cold SDR Leads with Email Nurturing CampaignsNot every test has a winner...
Original
Test
✓
✓
Results (56k Visitors)
No difference!
(1542 v. 1557 click try
us for free)
Insight:
Sometimes you learn
that a certain element or
positioning doesn’t have
a big impact on
conversion.
Engaging Cold SDR Leads with Email Nurturing CampaignsPutting it into practice: Goal Orientation
Revenue:$xxx
Revenue Per Visitor:
$xxx
Visitors:#m
Engaging Cold SDR Leads with Email Nurturing CampaignsPutting it into practice: Goal Orientation
Revenue:$xxx
Revenue Per Visitor:
$xxx
Average Order Value:
$xxx
Conversion Rate:xxx%
Visitors:#m
User acquisition:
#m
User retention
x%
Engaging Cold SDR Leads with Email Nurturing CampaignsGoal Orientation
Revenue:$xxx
Revenue Per Visitor:
$xxx
Average Order Value:
$xxx
Average quantity:
xxx
Average per unit price:
$xxx
Conversion Rate:xxx%
Number of Steps
Visitors:#m
User acquisition:
#m
User retention
x%
Engaging Cold SDR Leads with Email Nurturing CampaignsGoal Driven Testing Themes
AOV
Discounts
Amount of discount
Discount timing
% vs. Dollar off
Campaign coordination
Look & Feel
Banners
Framing
Related products
Search results
Cross Sells
Related Products
Recommendations
Product and Add to Cart
Conversion Rate
Number of Steps
Linking strategy
Search vs. Navigation
Cart optimization
Bounce Rate
Symmetric Messaging
Homepage Balance
Sell vs. Context
Product Searches
Search Algorithm
Filters
Default Sorts
Navigation
Add to Carts
PDP layout
Validation
Imagery
CTA optimization
Reviews
Checkouts
Cart review
Simplicity
Data Entry
Top vs. Side
Filter Titles
Order of Filters
Drop-Down vs. Check vs.
Modal
Mobile Presentation
Engaging Cold SDR Leads with Email Nurturing CampaignsBrainstorming/Hypothesis Generation
“If we move filters to a more prominent location above
search results, users will
a. Be able to review search results with less distraction
b. More easily use filters to find the right product,
leading to more product page views and purchases.”
Engaging Cold SDR Leads with Email Nurturing CampaignsStrategic brainstorming needs strategic prioritization
Effort
Impact
Engaging Cold SDR Leads with Email Nurturing CampaignsRoadmaps: Basic
A place for all of your experiment ideas.
Descriptions & hypotheses
Pages and links to screenshots
Critical test logistics
Impact & effort – essential prioritization criteria
Engaging Cold SDR Leads with Email Nurturing CampaignsRoadmaps: Advanced
Advanced resourcing
Metric and sample size estimation
Advanced prioritization methodology
Engaging Cold SDR Leads with Email Nurturing CampaignsRoadmaps: Advanced Prioritization
Does this test directly
affect KPIs?
Does this test experiment
with brand and company
messaging?
Is this test located on one
of your key flows?
Does this test add
completely new
information, or remove
existing elements?
Does this test remove
steps in a process?
=> What’s the ratio
between estimated effort
and value?
Engaging Cold SDR Leads with Email Nurturing CampaignsRoadmaps: Advanced Reporting
Reporting:
Project timelines and scoping
Load-balancing by experiment theme
Engaging Cold SDR Leads with Email Nurturing Campaigns
Source: 2014 Pulse of the Profession® In-Depth Report: Executive Sponsor Engagement — Top Driver of 2014 Pulse of the Profession® In-Depth Report: Executive Sponsor Engagement —
Top Driver of Project & Program Success, http://www.pmi.org/learning/pulse.aspx
Engaging Cold SDR Leads with Email Nurturing CampaignsGet executive sponsorship
Engaging Cold SDR Leads with Email Nurturing CampaignsEngaging Cold SDR Leads with Email Nurturing CampaignsEngaging Cold SDR Leads with Email Nurturing CampaignsBest test ideas can come from anywhere
Tactic to test:
Stakeholders:
Hypothesis:
Business Impact:
N-Size:
Engaging Cold SDR Leads with Email Nurturing CampaignsEngaging Cold SDR Leads with Email Nurturing CampaignsEngaging Cold SDR Leads with Email Nurturing CampaignsAlways be testing, but don’t test everything
Engaging Cold SDR Leads with Email Nurturing CampaignsThink outside the local maximum
Better Design
Local Maximum
Engaging Cold SDR Leads with Email Nurturing CampaignsNot everything is an optimization problem
● Strategy
● Behaviors
● Markets
● Products
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