Perreault, "Aspects of the 70's: Directions in Realism", 1980
Rick Perreault on Testing
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Transcript of Rick Perreault on Testing
Experiment Your Way Out of Beta!Or be stuck in a perpetual cycle of ignorance & low revenue
Rick Perreault
Co-Founder & CEO Unbounce.com
Find me on twitter @rickperreault
Slide #1 of 24
What is an experiment?
"scientific procedure undertaken to make a discovery, test a hypothesis, or demonstrate a
known fact."
Important because they test your assumptions & get you closer to the truth
Iʼm going to show you 3 types of experiments that you should use to get out of beta
How do I start an experiment?
I heard about you from...
I would definitely pay if... I tell my
friends...
I love you because...
I hate you because...
Customer feedback will give you insights & help ask good questions
How do I start an experiment?
Surveys quick & easy way to get lots of customer feedback
How do I start an experiment?
www.survey.io
How do I start an experiment?
Step 1: fill out these 5 form fields
www.survey.io
How do I start an experiment?
How did you discover sample app?
How would you feel if you could no longer use sample app?
What would you likely use as an alternative if sample app were no longer available?
-> What is the primary benefit that you have received from sample app?
-> Have you recommended sample app to anyone? (If Yes, please explain how you describe it)
What type of person do you think would benefit most from sample app?
How can we improve sample app to better meet your needs?
Would it be okay if we followed up by email to request a clarification to one or more of your responses?
Step 2: email these 8 questions your customers, done!
Experiment Type #1
Experiment #1
I love surveys! Not only for discovery, test hypothesis as well
My Hypothesis:
Customers that pay us the most & stay with us the longest have a different product wish list than those who pay us the
least (but make the most noise)
My Test Method:
Survey our customers asking them to priorities feature request & segment to track responses by pricing tiers
Experiment #1
$25 per month want features A, B, C
Experiment #1
$125 + per month want features F, G, H
Customers paying...
Action Item
Use a survey to learn what your customers find most import (to get out of Beta)
If you have different customer types (Free, Paid, Paid Tiers), segment
Experiment #1
I used
Experiment Type #2
A/B Test
Experiment #2
100%
Traffic
(control)
Version B
Version A
50%
Traffic
50%
Traffic
(test group)
Running two or more variations to determine which one converts better
Experiment #2
1. Value Proposition (your headline)
2. Image/Video of product or context of use
3. Core Benefits
4. Request for data (form size)
5. Call-to-action (CTA)
6. Trust elements (Testimonials)
7. Secondary CTAs (social sharing)
Test ad copy, email (subject/body), website & landing pages elements, example:
Your conversion rate WILL improve if you test
Experiment #2
(control)Version A (Variant - new headline) (Variant - new headline + smaller page)
Conversion 10%Conversion 14% Conversion 17.5%
Action Item
Use Survey.io question #4 & #5 results to develop new ways of describing your startup and test it
against what you currently have.
Experiment #2
I used
Experiment Type #3
“Fake It” Test
Experiment #3
Developing features are expensive so you should test interest in the feature before you spend time developing it.
I Wanted to Know:
Would customers be interested in benchmarking their conversion against their industry average?
Nothing says ʻinterestedʼ like clicking a “Buy Button”
My Test Method:
Fake Landing page describing the feature with CTA tracking
Experiment #3
Experiment #3
Link from App
CTA, buy for $5/mo
Landing Page
Experiment #3
15% Clicked Buy
Landing Page
Action Item
Experiment #3
I havenʼt done many ʻfake itʼ experiments
Best advice read “The Lean Startup”
This action doesnʼt require any software or dev time
Thank You!
Any questions, find me on twitter
@rickperreault