4. And how do we improve on what is already there? TOTAL QUALITY MANAGEMENT SIX SIGMA KAIZEN PLAN-DO-CHECK-ACT LEAN We are fine planning and, to a certain extent, measuring. But what about optimizing?
5. To Optimize means… Makingchangesthatlead to anincrease of yourwebsite’sconversion ratio(s)
6. Continuous Improvement for your website (Drive Traffic) Measuring & analyze visitor data Implement changes, test(=measure) & choose winners Repeat until Conversion rate=100%
7. Why use Testing for optimization? Before and after analysis is flawed Full control over elements that need to be tested Even expert opinions, best practices & intuition can be wrong Content that worked last month may not work this month Testing focuses on maximizing conversion
8. Pre-requisites for testing Quantifyable Objectives Translated into one or more goals that can be achieved by your website’s visitors Measure and monitor goal conversion Analists You need people to gain insights from the data
9. Get Started Select Test Solution Put together a test team Create Test Plan Define success/failure Test Test (QA) Communicate results to stakeholders
10. Test Design and Planning Process The Hypothetis Define Goal Which test is best Test Measure & Analyze
13. A/B Tests Test layout or element from a web page against one or more variations Visitors Version A Version B
14. Multi-variate tests Discover best combination of page elements Maximize conversions Find out hot zones Title Image Copy CTA
15. Split path tests Find winning series of pages Optimize experience, not only pages Test conversions beyond single page Goal Scenario 1 Scenario 2 Start