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You're testing what?! Four Types of Tests You Should be Running. Matt Lacey, Head of Optimisation at...
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Transcript of You're testing what?! Four Types of Tests You Should be Running. Matt Lacey, Head of Optimisation at...
YOU’RE TESTING
WHAT?!
FOUR TYPES OF TESTS
YOU SHOULD BE
RUNNING
MATT LACEY
Head of Optimisation
@matt_lacey12
17TH SEPTEMBER 2013
PRWD Reveal
MANCHESTER
@PRWD #PRWDREVEAL
What should you be testing?
Pricing & Price Framing
Proposition Testing
Optimising for Engagement
Optimising for Conversion
TALK OVERVIEW
@PRWD #PRWDREVEAL
WHAT SHOULD YOU BE TESTING?
@PRWD #PRWDREVEAL
WHAT’S
WRONG WITH
TESTING
BUTTON
COLOURS
Disclosure: We test buttons. Size, Prominence, Copy, Positioning and yes, Colour.
But:
There are likely to be constraints that limit the number of tests that you can run based on design & developer resource
In most situations we find that there are tests that can be run that will deliver more interesting results and more value
@PRWD #PRWDREVEAL
What is the data telling me about visitor behaviour?
- Top landing pages- Pages with high traffic- Key leak or conversion points
What are users telling me about their experiences? What can we observe about their behaviour?
- Usability errors- Influential proposition messaging
What does the business know about customer struggles or business challenges?
- Customer service insights- Merchandising team
HOW TO
CHOOSE WHAT
TO TEST
@PRWD #PRWDREVEAL
Triage- Just Do It – JDI- Single Feature Test- Batch Testing- Radical Redesign Testing- Larger Redesign projects
Triangulation- Multiple research methods confirm or strengthen the same issues
Potential Impact vs Effort Required- Likelihood to impact key metrics
vs
- Design/Development effort- Build time- Development schedule
HOW TO
PRIORITISE
YOUR TESTS
@PRWD #PRWDREVEAL
1. PRICE & PRICE FRAMING
TESTS
@PRWD #PRWDREVEAL
Through moderating or observing hundreds of user testing sessions we have often asked:
WHY TEST
PRICING?“If you could buy the same product from two different websites, what factors would be important in helping you choose which to buy from?”
User consistently respond with:
1. Price
2. Delivery ( price and timescales)
@PRWD #PRWDREVEAL
1. Pricing should be based on value, not cost
2. Prices should be tangible
3. Prices should be comparable
4. To change your prices, you must reframe
5. Price differentiation is the key enabler of profit
6. Pricing communication shapes the customers perception of value
7. You must be prepared to lose some sales.
S o u rce: L ei g h Cal d wel l : T h e P s y ch o l o g y o f P ri ce: H o w t o u s e p ri ce t o i n creas e d em an d , p ro f i t an d cu s t o m er s at i s f act i o n
SEVEN
PRINCIPLES OF
PRICING
@PRWD #PRWDREVEAL
Three Principles of Anchoring
1. The perception of price is often based on the context.
2. Decision making and the power of suggestion
3. Avoiding extremes
S o u rce: P ri ce In t el l i g en t l yhttp://blog.priceintelligently.com/blog/bid/181199/Price-Anchoring-to-Optimize-Your-Pricing-Strategy
TECHN IQUE:
PRICE
ANCHORING
@PRWD #PRWDREVEAL
Four Options:
1. Control
2. Variation A – (SAVE £22)
3. Variation B – (SAVE 38%)
4. Variation C – remove ‘(cancel anytime)’ from monthly
WHICH TEST
WON?
12.5% overall increase in
subscriptions for Variation A (SAVE £22)
@PRWD #PRWDREVEAL
Consider the range of price options available and test.
• This could apply to product or service costs, delivery costs, etc
Run tests to make price more transparent
• What do people get for their money• Test messaging that explains what
people are paying for.
Control comparisons
• Test using competitor prices for comparisons
PRICE & PRICE
FRAMING
TAKEAWAYS
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2. PROPOSITION TESTING
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Watch clip: http://www.youtube.com/watch?feature =p layer_embedded&v =ps7bB9-ksMY
The second a visitor comes to you they have in mind: “Why should I buy from you versus all your competitors?”
You need to display clear unique value propositions or unique campaign propositions.
Everyone who is successful in online conversion is doing this. If you’re not, you’re wasting your time.
Bryan Eisenberg, Godfather of CRO
@PRWD #PRWDREVEAL
BEFORE
AFTER
4.35% increase in CR
This equated to a six-figure increase in revenue.
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GET REVISING
SIGN-UP TABLE
Price doesn’t put me off, although the basic package is more than enough for me.
I think the site has already got everything I need.
Moderated User testing participants
@PRWD #PRWDREVEAL
@PRWD #PRWDREVEAL
GET REVISING
SIGN-UP TABLE
185% increase in premium subscriptions
with a small drop in free subscription. This was seen to be a good trade-off.
You have more features held back to encourage people to subscribe at a later date.
@PRWD #PRWDREVEAL
Test what features/functionality is given for free and what is paid for
Test how your proposition is displayed/framed on your site
Test offering different thresholds for free delivery
Test introducing urgency to the process
PROPOSITION
TESTING
TAKEAWAYS
@PRWD #PRWDREVEAL
3 RADICAL REDESIGNS
OPTIMISING FOR ENGAGEMENT
@PRWD #PRWDREVEAL
This opens up the top of the conversion funnel.
This is likely to be the point where you have the largest number of potential test participants.
Search for landing or key site pages with high bounce rates or those that rarely lead to conversions
Key Areas to Test
Homepage
Top landing pages
OPTIMISING FOR
ENGAGEMENT
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BEFORE AFTER
10.2% performance
improvement in booking conversion rate
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BEFORE AFTER
10% improvement in CR
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BEFORE AFTER
6.8% improvement in CR
@PRWD #PRWDREVEAL
Let users know that they have landed in the right place
Make sure that pages have a clear focus and visual hierarchy. Users need to know where to begin.
Test both simplifying the experience and adding in more detail
A smaller amount of highly qualified visitors can trump large amounts of un-qualified visitors and convert better
ENGAGEMENT
OPTIMISATION
TAKEAWAYS
@PRWD #PRWDREVEAL
4 RADICAL REDESIGNS
OPTIMISING FOR CONVERSION
@PRWD #PRWDREVEAL
Testing towards the end of your funnel helps to convert users who are closest to converting and tend to have higher intent.
Improvements here opens up the bottom of the conversion funnel.
Simplifying and removing issues that slow momentum is crucial.
Key Areas to Test
Checkout (login, delivery, payment)
Contact/Sign-up forms
OPTIMISING FOR
CONVERSIONS
@PRWD #PRWDREVEAL
BEFORE AFTER
72% improvement in
Registrations from the homepage
@PRWD #PRWDREVEAL
BEFORE AFTER
7.4% CR improvement from
sign-up page
@PRWD #PRWDREVEAL
Don’t be afraid to offer visitors an opportunity to convert at an early stage
Use persuasive techniques to pull users through (not push!)
Simplify forms to the bare minimum fields required
Reduce errors. There’s a huge correlation between users getting an error and abandoning the funnel
Provide key supporting proposition messaging throughout the process
Re-enforce positive messages (e.g. security in checkout)
CONVERSION
OPTIMISATION
TAKEAWAYS
@PRWD #PRWDREVEAL
With the right kind of research and preparation the odds are stacked in your favour.
Therefore:
Be data driven. Be bold. High risk, high reward.
FINAL
TAKEAWAY
@PRWD #PRWDREVEAL
Are there any questions?
THANKS FOR
LISTENING
MATT LACEY
Head of Optimisation
@matt_lacey12
17TH SEPTEMBER 2013
PRWD Reveal
MANCHESTER