Post on 29-Nov-2014
description
How to Create Winning A/B Tests through Stronger
Research
View the video of this webinar here
About Siddharth Deswal
● Senior Marketer at VWO
● Passionate about analytics, optimization and storytelling
● Connect on Twitter @SiddharthDeswal
Research - The Scientific Method
Problems are usually well defined: Increase sales, signups, leads generated, etc.
Neglected part of conversion rate optimization (or just lip-service paid)
HiPPOs rule over here (Highest Paid Person’s Opinion)
Most users focus on these steps
1. Only one in seven tests results in a winner
2. Many people don’t know what to test after the initial experiments
3. Tests with results that don’t move the needle
Why research
Analytics
Analytics - Top sources
Analytics - Understand entry points
Analytics - Mapping exit pages
Analytics - Key pages
Segment for better insights
1) New visitors who don’t bounce
Segment for better insights
1) New visitors who don’t bounce (continued)
Segment for better insights
2) Visitors who behave similar to those who convert
Segment for better insights
2) Visitors who behave similar to those who convert (continued)
Segment for better insights
3) Finally, analyze the visitors who behaved like converters but did not convert by looking at their top sources, entry points and exit pages
Usability Testing
Usability Testing
Putting 5 to 10 users in front of your website or landing pages and observing them can teach you far more than most other forms of research.
Caveat: these users have to be representative of your target customers.
“You received a damaged product, try and return it”
vs.
“You received a damaged product, what do you do now?”
Usability Testing - Asking questions
1) User searches for ‘Returns Policy’ page and then proceeds to follow the steps listed
1) User opens ‘Live Chat’ and asks rep what to do, or2) Takes to Twitter to complain to the brand, or3) Looks for the ‘Returns’ page, or4) Something that none of us were able to anticipate
Usability Testing - Asking questions
“You received a damaged product, try and return it”
vs.
“You received a damaged product, what do you do now?”
Useful when trying to understand roadblocks in a specific process but the question has biased the user towards a particular action
Better when you want to understand how users react to problems without any bias
Usability Testing - Measurement
Quantitative measurement1. Number of clicks to solve the problem
2. Time taken to solve the problem
3. Number of page loads to solve the problem
4. Errors while attempting to solve the problem
5. Number of goals completed while solving the problem
Usability Testing - Measurement
Qualitative insights1. What catches the participant’s attention in the first 5/10/15 seconds after the landing page has
loaded
2. How quickly is the headline able to communicate the business’s primary offering
3. How does the participant search for information
4. How convinced is the user with and without trust signs/badges
5. Questions that the user generates while attempting to solve the problem
6. How pleasant the user finds the website
7. Distractions that make participants leave the conversion funnel
8. Points where participants fumble, are confused or have to turn to you for further direction
User Testing - Attensee.com
On-site surveys
On-site surveys
On-site surveys - SaaS
Page Question Insights drawn
Pricing / Features / Trial-Signup What’s stopping you from signing up with us?
Common concerns, objections, anxieties
Top exit pages Is there something you were looking for that you couldn’t find on the website?
Reasons that users leave, Information that they needed to make a decision but couldn’t find
Top landing pages / Homepage How familiar are you with [business offering]?
Understand how much convincing/explaining do your visitors need
Top landing pages / Homepage Where did you come to know of us?
Top marketing channels
On-site surveys - SaaS
On-site surveys - eCommerce
Page Question Insights drawn
Product page What’s stopping you from adding this product to cart?
Common concerns, objections, anxieties or ‘just looking’
Top exit pages (product or category)
Is there something you were looking for that you couldn’t find on the website?
Reasons that users leave, Information that they needed to make a decision but couldn’t find
Top landing pages / Homepage Where did you come to know of us?
Top marketing channels
Checkout / Cart What’s stopping you from buying this product?
Why are visitors not completing purchases in spite of adding to cart
On-site surveys - Exit intent
On-site surveys - Exit intent
WAITTell Us Why You’re Leaving And Get A 10% Discount Coupon On Your Next
Purchase
I’m leaving because● I don’t want to create an account before buying● I found a better price elsewhere● I can’t find a coupon code● I don’t see free-shipping● I was just browsing● Other
Visual Analysis
Visual Analysis - Heatmaps
Heatmaps case study - original
Heatmaps case study - Heatmap
Heatmaps case study
Heatmaps case study - Result
25% increase in clicks on app store buttons!
Visual Analysis - Scrollmaps
Hypothesis
Hypothesis
Research
Hypothesis
Image credithttp://www.pasosadelantepv.com/evaluation-treatment.html
Hypothesis Framework
The Change:Effect model
Image credit http://www.marketingexperiments.com/blog/analytics-testing/creating-good-hypothesis.html
Hypothesis Framework
The Change: Effect model depends on
1. Presumed problem
2. Proposed solution
3. Anticipated result
Hypothesis Framework
The Change: Effect model
Image credit http://www.marketingexperiments.com/blog/analytics-testing/creating-good-hypothesis.html
Putting it all together1. Start by creating a segment that shows only those visitors who came from your largest or most
important traffic source
2. Get a list of the top landing and exit pages for this traffic source
3. Run user tests where representative participants are asked to solve a problem that takes them
through these pages
4. Make note of the key concerns, objections and difficulties expressed by test participants
5. Run on-site surveys on the key pages
Putting it all together6. Again, make a note of the concerns, objections and reasons given by respondents
7. Run heatmaps and scrollmaps on your key pages to understand visitor behavior in their natural
environment
8. In our experience, once you’ve completed the analysis of all the previous steps, the problems on
your landing pages and websites automatically jump out, i.e. they become so obvious that
everyone is easily able to identify them
9. Create hypotheses that attempt to fix these problems
10. Run your A/B tests!
Thank You!