breaking through: practical steps to follow to identify what and where to test by ayat shukairy
TRANSCRIPT
#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
#SMX #21C @ayat
#SMX #21C @ayat
780 Tests/Year
#SMX #21C @ayat
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
#SMX #21C @ayat
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
#SMX #21C @ayat
§ 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
#SMX #21C @ayat
“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
#SMX #21C @ayat
“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
#SMX #21C @ayat
Which design increased conversions?
1
#SMX #21C @ayat
Which design increased conversions?
2
#SMX #21C @ayat
Which design increased conversions?
3
#SMX #21C @ayat
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
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