Breaking Through: Practical Steps to Follow to Identify What and Where to Test By Ayat Shukairy
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From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Conversion Rates & The Law of Diminishing Astonishment. PRESENTATION: Breaking Through: Practical Steps to Follow to Identify What and Where to Test - Given by Ayat Shukairy, @ayat - Invesp, Co-founder at Invesp VP Marketing and FigPii. #SMX #21C
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Breaking Through: Practical Steps to Follow to Identify What and Where to Test By Ayat Shukairy
- 1. #SMX #21C @ayat Breaking Through Practical Steps to follow to identify what and where to test
- 2. #SMX #21C @ayat Breaking Through Practical Steps to follow to identify what and where to test
- 3. #SMX #21C @ayat • 3,000+ successful tests • 400+ CRO projects • 11 different countries • 65 years of combined experience THE NUMBERS
- 5. #SMX #21C @ayat 780 Tests/Year
- 7. #SMX #21C @ayat • Font/color of texts • "lowest price guarantee" vs "110% price match guarantee" • Add to cart button - different designs/sizes • a badge that shows "XXX products sold The old way
- 9. #SMX #21C @ayat Qualitative data focuses on the “Why”
- 10. #SMX #21C @ayat Qualitative data • Heuristic Evaluation • Customer voice • Polls • Surveys • 1 on 1 interviews • Customer service feedback • Usability testing • Focus group • User testing • Video Recording
- 11. #SMX #21C @ayat § Helps you determine the broken areas on the website § Helps you get a full view of what the visitor experiences, especially if you’ve done your homework and considered most the different scenarios a visitor may experience § Gives you a sense of possible testing areas (which need to vetted) § Allows you to then categorize the experience for “to testing ideas” and overall fixes that need to happen (broken areas on a website do not to be “tested”) § Should be conducted with more than one person STOP THE BLEEDING REPORT
- 12. #SMX #21C @ayat Case study 25% increase in on-site search usage Search users more likely to convert
- 13. #SMX #21C @ayat Polls and Surveys
- 14. #SMX #21C @ayat Polls and Surveys §Motivators §Barriers §Hooks §Satisfaction – Overall NPS – Page Level §Demographical information §Feedback §Scoping competitive space
- 15. #SMX #21C @ayat “What is preventing you from making a purchase?” 1. I cannot find the information I need 2. I don’t know if the item fits my phone 3. I want a different color 4. I cannot find the shipping costs 5. I am just comparing prices Result: understanding of what bothers the visitors + testing ideas
- 16. #SMX #21C @ayat “What is preventing you from making a purchase?” Result Action I cannot find the information I need Investigate further I don’t know if the item fits my phone Fix right away –Test placement I want a different color Fix right away -Test design/placement I cannot find the shipping costs Test I am just comparing prices Capture email
- 18. #SMX #21C @ayat Which design increased conversions? 2
- 20. #SMX #21C @ayat Which design increased conversions? 1 2 3
- 21. #SMX #21C @ayat The winner 23.4 % more conversions 2
- 22. #SMX #21C @ayat Why? Social proof via reviews placement Max of 4 benefits of the product displayed More options for logical persona Specific compatibility info clearly labeled 2
- 23. #SMX #21C @ayat The Essentials of Multivariate and AB Testing ĂĽ The Basics of AB Testing ĂĽ The Basics of Multivariate Testing ĂĽ What Elements Should You Test In An A/B Test? ĂĽ AB Testing Best Practices ĂĽ 14 Beginner Mistakes That Will Kill Your A/B Testing (And What You Can Do About Them) invespcro.com/ab
- 24. #SMX #21C @ayat Remember! • Qualitative data collection is not as simple as it looks. If not well-planned and executed, can lead to more questions than answers. • Design the data collection plan to uncover visitor problems and issues. • Each method of data collection uncovers different types of data. Used together, they lead to greater insight into site performance and visitor perspectives.
- 25. #SMX #21C @ayat Quantitative data focuses on the “What”
- 26. #SMX #21C @ayat Randomly selecting pages • Pages with high bounce rate • Pages with high exit rate • Pages at the bottom of the funnel • Pages with high index value • Let’s test all pages/all the time
- 27. #SMX #21C @ayat Element level testing
- 28. #SMX #21C @ayat Page level testing
- 29. #SMX #21C @ayat Checkout Checkout Visitor flow testing
- 30. #SMX #21C @ayat Different way of looking at metrics • Category to product page ratio • PPER (product page effectiveness rate) • Cart abandonment • Checkout abandonment • Lost value on a Class of Pages • (Bounces / Exits)*AOV * 10% CATEGORY PAGE UV (PDP UV – PDP ENTRANCES) *UV - unique views TOTAL “ADD TO CART” CLICKS PDP UV
- 31. #SMX #21C @ayat
- 32. #SMX #21C @ayat All visitors Direct New Returning Organic New Returning CPC New Returning Email New Returning
- 33. #SMX #21C @ayat How do you segment? • By traffic source • By visitor behavior • By outcome
- 34. #SMX #21C @ayat Remember! • Emotions create preferences which lead to buying decisions • Visitors perceive the same type of personality characteristics in websites as they do in people. So, what is your website personality? Does it lead to rich and powerful mental representation? • Your website “narrative” should communicate “why” visitors should care. • Analytics supports the why and sometimes can even uncover why visitors behave a certain way on the website as well.
- 35. #SMX #21C @ayat How can I help you? @ayat Ayat @invesp.com www.invespcro.com @ayat