Andy is the Director, Digital Analytics & Optimization at Red Door. He has nearly nine years of experience in the field of web analytics, having used a variety of tools including WebTrends, Google Analytics, Adobe SiteCatalyst, and for those that remember…Sawmill log file analytics. Andy’s work in digital analytics has allowed him to work across a variety of industries for numerous clients including The Denver Post, LA Daily News, CenturyLink, Seagate, Bosch/Thermador and Rubio’s Fresh Mexican Grill. Andy now manages the team of digital analysts at Red Door, developing insights and recommendations from clickstream, search, social, and qualitative data. Connect with him at @apbatten, abatten@reddoor.biz, www.reddoor.biz

1. CONVERSION TESTING: HUGE LIFTS FOR YOUR ROI
REV UP 360°
ANDY BATTEN | DIRECTOR, ANALYTICS & OPTIMIZATION
RED DOOR INTERACTIVE
@APBATTEN
@APBATTEN| #REVUPROI

2. SHOULD YOU TEST?
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3. SHOULD YOU TEST?
Sound familiar?
• You launch lots of new features, but can rarely quantify
the return.
• Underperforming campaigns, low engagement.
• High shopping cart abandonment.
• Long development cycles
• HIPPO Mentality: Highest Paid Person’s Opinion.
…YES, you should test!
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4. BEFORE YOU START
Before testing, identify (and embrace) the business
goals, and know that you can trust your results!
•
Know your KPIs
•
Solve your tracking issues
(At minimum, know how they’ll affect your tests!)
•
Mobile Factors/gotchas
– - Redirect configuration
– - Mobile vs. tablet
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5. TESTING PROCESS
Begin formal process to identify & test high-impact opportunities.
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6. DISCOVERY
The Discovery phase is all about informing your test.
Shape your discovery using multiple data sources.
• Best Practices &
Consumer research
• Testing case studies
• Competitors
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• Clickstream / Analytics
• Heatmap /Clickmap
• User surveys
• Focus groups
• Eye tracking
• Persona development

7. CONVERSION FUNNEL ANALYSIS
Start with the data
Leverage the Digital analyst!
•
•
•
Define conversion funnel
Analyze user behavior at each stage
• Ex. High Back button usage,
high bounce/exit rate
Analyze behaviors by user segment
After identifying behaviors, use other
discovery sources to begin forming
ideas and hypothesis.
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8. PLANNING THE TEST
The Planning phase involves researching and documenting potential test
opportunities and attributes.
1.
2.
3.
5.
6.
7.
Tool selection
Segment identification
Hypothesis
Recipes/variations
Success metric & expected impact
Sample size & duration (min & max)
Always keep the goal,
audience, and expected impact
top of mind.
The outcome of Planning should always be a testing roadmap.
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9. TOOL SELECTION
FREE…but variations
require DEV.
Start at $19-$49
per month.
WYSIWYG Editing
Premium features,
premium pricing.
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10. DETERMINING SUCCESS
Setting the correct success metric can help you reach significance faster.
Desired action with
highest volume
Determining Success
Lower volume = longer test
Track multiple success events
Ex: Non-bounce, element clicks,
page engagements
Measure this!
Not this!
…even better, measure both!
Make sure everyone knows how the test will be measured.
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11. TESTING ROADMAP
A testing roadmap ensures unbiased data and informed stakeholders.
Attributes
-Test description
-Test hypothesis
-Sample size
-URL
-Expected lift & LOE
-Goal(s)
-Visitors per day
-Duration
Sample Roadmap
DESCRIPTION
Page CTA color
CTA language
URL HYPOTHESIS
xx
xx
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…..
……
LIFT LOE
DURATION SAMPLE SIZE GOAL
1-10 1-10
8
1
2
500
xx
8
2
2
1000
xx
MIN. CONFIDENCE
85%
85%

12. COMMON PITFALLS IN PLANNING
Avoid common pitfalls to maintain integrity in your data.
•
Test duration / Sample size
•
Lack of consistent message – site-wide
and inbound campaigns.
•
Lack of segmentation
•
Testing too many elements
•
Concurrent, conflicting tests
•
Measuring the wrong success action
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New / Return visitors
Current vs. new customers
Mobile / Tablet / Desktop
Referring source

13. CALL TO ACTION TESTS
Common CTA tests & CTA Best Practices
Proven, quick CTA tests:
•
•
•
•
•
•
•
Increase button size
Use bold, contrasting colors
With multiple buttons, distinguish
with size, color.
Build whitespace around buttons
Remove distractions.
Create urgency (“Now”)
Descriptive, value-based text
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14. FORM TESTING
Common Form tests & Best Practices
• Reduce fields to fewest possible
• Build confidence & commitment
• Increase trust with badges, trust symbols
• Add imagery (test people vs. product)
• Value Statements: Why should users
submit?
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15. UNIVISION FORM TEST
CASE STUDY:
Test: Add indicator to show visitors they had correctly completed each form field.
Duration: Two weeks
Success Measure: Prepaid card signup
CONTROL
VARIATION 1
Winner: Variation 1; 9.97% conversion increase
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16. EXECUTING THE TEST
Execution primarily involves monitoring results for issues or unexpected impacts.
1.
Communication
2.
Monitor outside variables
3.
Ensure consistent messaging
4.
Monitor variations and heatmaps >>
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17. POST-TEST ANALYSIS
The primary elements of Analysis include:
1.
Confirm/ Disprove Hypothesis
2.
Evaluate non-goal click behaviors
3.
Answer question: “How can we use this going forward?”
4.
Announce and promote findings; quantify business impact and celebrate successes!
Every test should result in learning that contributes to strategy.
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18. GETTING STARTED
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19. GETTING STARTED
Decide to test, Promote Value Internally
Locate High-Impact Opportunities
Pick a Tool
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20. SUGGESTED READING
Suggested
Reading
“Waiting for your Cat to Bark” – Bryan Eiesenburg
“Call to Action” – Bryan Eiesenburg
“Predictably Irrational” – Dan Arielly
“Six Principles of Influence” – Robert Cialdini
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21. Thank You.
Andy Batten | Director, Digital Analytics & Optimization
abatten@reddoor.biz | @apbatten
Red Door Interactive
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22. APPENDIX
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23. RED DOOR TESTING PROCESS
DISCOVERY
 Ideation
 Website behavior
 Usability testing
 Competitive analysis
 Voice of customer
ANALYSIS
 Business impact
 Performance by user segment
 Document findings
 Incorporate learning
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PLANNING
 Targeted segments
 Key performance indicators
 Test duration
 Expected impact
 Testing roadmap
EXECUTION
 Monitor outside variables
 Consistent messaging
 Monitor variations