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No more excuses Create a testing plan with no traffic, time, or budget #12NTCNoExcuses
Steve Daignaeult Kira Marchenese Porter Mason
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Evaluate This Session! Each entry is a chance to win an NTEN engraved iPad!
or Online using #12NTCNoExcuses
@ www.nten.org/ntc/eval
![Page 3: No More Excuses: Create a testing plan with no traffic, time, or budget](https://reader033.vdocuments.site/reader033/viewer/2022052823/5556efced8b42ac60c8b4fb2/html5/thumbnails/3.jpg)
Who are these people?
Porter Mason
• Deputy Director, Social Media – US Fund for UNICEF
• @portermason
Steve Daignaeult
• Vice President, eCampaigns – M+R Strategic Services
• @Daigneault
Kira Marchenese
• Director, Internet Communications – Environmental Defense Fund
• @kiramarch
Slide 2 No more excuses
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What are they going to say?
Porter Mason
• Obstacles to testing
• Where to start
Steve Daignaeult
• Prioritizing tests
• Choosing metrics
Kira Marchenese
• Making sense of your results
• Showing off sketches made with her fancy iPad
Slide 3 No more excuses
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You think you don’t have the time/resources/money to test?
Yeah, you know, you, uh, I mean I don’t you, personally, or your individual situation, but, uh… honestly, and just speaking from my perspective really... You, uh... you know, you probably do.
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Why aren’t you testing?
• I don’t have time.
• I don’t have money.
• I don’t have resources.
• I won’t learn anything.
• Yes, you do.
• You don’t need any.
• You don’t need any.
• Yes, you will.
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Where to start?
ABT – “Always Be Tracking”
tracking
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Where to start?
Finding opportunities for testing
• Paid search
• Website
• Social
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Making it part of your workflow
Coding links must become normal practice.
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Making it part of your workflow
Gather ideas collaboratively.
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Making it part of your workflow
Take the edge off of creating variations.
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TAG! STEVE IS IT!
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Prioritizing which test to run
• What goal will this help you meet?
• Can you expect a big lift?
• How long will it take to get results?
• How much time will it take to implement?
• Will it be applicable to future results?
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Picking which metrics to use
• Email actions - Open, click, response, unsub
• Donate forms - Completion, avg. gift, monthly
• Advocacy/signup forms - Completion, opt-in rate, add’l data rate
• Social - Click, share, conversation, applause
• Surveys
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Metrics of mixed value
• Emails Sent (but not delivered)
• Open Rates
• Clicks / Opens
• Total Opens (not unique)
• Total Clicks (not unique individuals)
• Total File Size
• Social followers (not engaged)
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Setting benchmarks
• M+R and NTEN - benchmark study
• Convio
• Target analysis
• Your own benchmarks!
– Save your results
– Repeat!
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TAG! KIRA IS IT!
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Idea #1
More data
better decisions
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Idea #2
Choose your sample
thoughtfully
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Idea #3
Bigger differences
are easier to see
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Idea #4
Yes/no questions
are easier than
amounts
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TAG! PORTER IS IT!
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So what now?
Tools
• Google Analytics
• Google Website Optimizer
• UTM code builder
• bit.ly, tiny.ly
• WhichTestWon.com
• Website Optimizer Duration Calculator
• Sample size calculator
• Chi-squared test
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So what now?
Step 1. Things you can do right now
• Open a Google Analytics account (or at least bookmark it)
• Open a Google Website Optimizer account (or at least bookmark it)
• Bookmark the UTM tracking code page
• Open a url shortener account
• Rate this session highly
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So what now?
Step 2. Things to do when you get back
•Add Analytics code to your site
•Decide UTM code standard, start using it
•Start adding/soliciting ideas for that testing doc
•Look at Analytics data, determine “traffic centers”
•Look into tracking/source code info of your CRM (Convio, etc.)
•Set up an initial sample test in GWO, get a feel for how it works
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So what now?
Step 3. Things to do in a few weeks
•Pick at least one test and start it (let us know!)
•Create a calendar (shareable) for testing and add a few more (be realistic)
•Add to calendar when you’ll check data (don’t do it constantly!)
•Add to calendar when you’ll update the calendar
•Make a testing results doc (shareable)
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So what now?
Step 4. PROFIT
• Gain fame
• Attain fortune
• Brag to co-workers and friends
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Questions? #12NTCNoExcuses
Porter Mason
• @portermason
Steve Daignaeult
• @Daigneault
Kira Marchenese
• @kiramarch
Slide 43 No more excuses
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Keep in touch!
Porter Mason
• @portermason
Steve Daignaeult
• @Daigneault
Kira Marchenese
• @kiramarch
Slide 44 No more excuses
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Evaluate This Session! Each entry is a chance to win an NTEN engraved iPad!
or Online using #12NTCNoExcuses
@ www.nten.org/ntc/eval