SlideShare ist ein Scribd-Unternehmen logo
1 von 43
Downloaden Sie, um offline zu lesen
A Step-By-Step Guide to
A/B Testing Research
SIDDHARTH DESWAL
Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager.
Before joining forces with Kissmetrics, he was a Lyft driver in SF,
which is also how he ended up as a KISSmetrics marketer. Whenever
Thue is not trying to automate everything around him, you can find him
hiking in the Sierras.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Siddharth runs demand generation at VWO. In addition to being
interested in all things CRO, he’s also passionate about B2B SaaS
marketing, Sales, growth hacking and human resource management.
SIDDHARTH DESWAL
Senior Marketer, Visual Website Optimizer
@SiddharthDeswal
@NEILPATEL #KissWebinar @Kissmetrics
#KissWebinar
@SiddharthDeswal
1 Find your top optimization opportunities
2 Ask some questions
3 Easy usability testing
TABLE OF CONTENTS
4 Visual analysis
5 Build your hypotheses
5 Putting it all together
WATCH WEBINAR RECORDING NOW
Step 1 - Find Your Top
Optimization Opportunities
LANDING PAGES WITH HIGH BOUNCE
FUNNEL PAGES WITH HIGH EXIT
Image source
Start with your most valuable traffic sources
ANALYTICS - TOP TRAFFIC SOURCE
Landing pages with high bounce and high entries are optimization gold
ANALYTICS - MOST VALUABLE ENTRY POINTS
Landing pages with high bounce and high entries are optimization gold
ANALYTICS - MOST VALUABLE ENTRY POINTS
Funnel pages with high exit are the holes in the leaking bucket
ANALYTICS - FUNNEL DROP OFF
ANALYTICS - FUNNEL DROP OFF
LOG IN WITH
GOOGLE
Start Your Free Kissmetrics Trial
Segment Your Traffic For
Accurate Analysis
USEFUL SEGMENTS - NEW VISITORS WHO DIDN’T BOUNCE
USEFUL SEGMENTS - BEHAVIOR SIMILAR TO CONVERTERS
Create a segment about your goal converters (in our case, Free Trial
signups)
USEFUL SEGMENTS - BEHAVIOR SIMILAR TO CONVERTERS
Map their key metrics
USEFUL SEGMENTS - BEHAVIOR SIMILAR TO CONVERTERS
Create a segment to see those who behaved like goal converters but did not
convert
USEFUL SEGMENTS - BEHAVIOR SIMILAR TO CONVERTERS
You can use this segment in multiple ways
1. Retarget them with a discount or promotional offer
2. Give them higher lead scores in your marketing automation system
3. Show them a right hand side pop-up
4. If you have their email, trigger a specific message if they don’t convert
and leave the website
5. If they’ve opted in to browser push-notifications, trigger a message
Step 2 - Ask Some
Questions
ON-SITE SURVEYS
ON-SITE SURVEYS - SAAS
Page Question Insights drawn
Pricing / Features / Trial-
Signup
What’s stopping you from
signing up with us?
Common concerns,
objections, anxieties
Top exit pages Is there something you were
looking for that you couldn’t
find on the website?
Reasons that users leave,
Information that they
needed to make a decision
but couldn’t find
Top landing pages /
Homepage
How familiar are you with
[business offering]?
Understand how much
convincing/explaining do
your visitors need
Top landing pages /
Homepage
Where did you come to
know of us?
Top marketing channels
ON-SITE SURVEYS - SAAS
ON-SITE SURVEYS - ECOMMERCE
Page Question Insights drawn
Product page What’s stopping you from
adding this product to cart?
Common concerns,
objections, anxieties or ‘just
looking’
Top exit pages (product or
category)
Is there something you were
looking for that you couldn’t
find on the website?
Reasons that users leave,
Information that they needed
to make a decision but
couldn’t find
Top landing pages /
Homepage
Where did you come to
know of us?
Top marketing channels
Checkout / Cart What’s stopping you from
buying this product?
Why are visitors not
completing purchases in
spite of adding to cart
Step 3 - Easy Usability
Testing
EASY USABILITY TESTING
Putting 5 to 10 users in front of your website or landing pages and
observing them (or hearing them vocalize their thoughts) can teach you far
more than most other forms of research.
Caveat: these users have to be representative of your target customers.
USABILITY TESTING - ASKING THE RIGHT QUESTIONS
“You received a damaged product, try and return it”
vs.
“You received a damaged product, what do you do now?”
USABILITY TESTING - ASKING THE RIGHT QUESTIONS
“You received a damaged product, try and return it”
vs.
“You received a damaged product, what do you do now?”
1) User searches for ‘Returns Policy’ page and then proceeds to follow
the steps listed
USABILITY TESTING - ASKING THE RIGHT QUESTIONS
“You received a damaged product, try and return it”
vs.
“You received a damaged product, what do you do now?”
1) User searches for ‘Returns Policy’ page and then proceeds to follow
the steps listed
1) User opens ‘Live Chat’ and asks rep what to do, or
2) Takes to Twitter to complain to the brand, or
3) Looks for the ‘Returns’ page, or
4) Something that none of us were able to anticipate
EASY USABILITY TESTING
Choose your usability tasks/problems based on these parameters:
1. Do you want to understand problems in a specific, goal driven process,
or
2. Do you want to understand how users approach a problem they are
looking to solve?
Step 4 - Visual Analysis
HEATMAPS
Heatmaps can reveal some surprising insights
HEATMAPS
More people clicked on the top-right “Free Trial” CTA instead of the primary,
middle-of-page CTA
HEATMAPS
What is it that we want our visitors to do, versus what are they doing
instead?
The goal should be to align our interests and theirs’ to a common outcome.
Heatmaps quickly show you the difference.
By now, problems on your pages should have
‘bubbled’ out.
Step 5 - Hypothesis
HOW TO CREATE GREAT HYPOTHESIS
Research
Hypothesis
HOW TO CREATE GREAT HYPOTHESIS
Image source: MarketingExperiments.com
HOW TO CREATE GREAT HYPOTHESIS
The Change: Effect model depends on
1. Presumed problem
2. Proposed solution
3. Anticipated result
Image source: MarketingExperiments.com
Putting It Together
PUTTING IT ALL TOGETHER
1. Start by analyzing your top traffic source
2. Look at the landing pages that have high traffic and relatively higher
bounce
3. Look at pages that have the highest exit rates in a funnel
4. Segment your traffic to get more accurate insights (goal converters
vs. non converters, new visitors who didn’t bounce)
5. Run on-site surveys on your important landing or funnel pages
6. Ask live users to complete tasks or solve problems that involve these
pages
7. Run visual analysis on your most important pages
8. At the end of this process, issues with the pages should bubble
out, i.e. they will become obvious
9. Create hypotheses and start testing!
SIDDHARTH DESWAL
Senior Marketer, Visual Website Optimizer
@SiddharthDeswal
deswal@vwo.com
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?

Más contenido relacionado

Andere mochten auch

Privacy is an Illusion and you’re all losers! - Cryptocow - Infosecurity 2013
Privacy is an Illusion and you’re all losers! - Cryptocow - Infosecurity 2013Privacy is an Illusion and you’re all losers! - Cryptocow - Infosecurity 2013
Privacy is an Illusion and you’re all losers! - Cryptocow - Infosecurity 2013Cain Ransbottyn
 
Top Rumors About Apple March 21 Big Event
Top Rumors About Apple March 21 Big EventTop Rumors About Apple March 21 Big Event
Top Rumors About Apple March 21 Big EventChromeInfo Technologies
 
The Physical Interface
The Physical InterfaceThe Physical Interface
The Physical InterfaceJosh Clark
 
[Infographic] How will Internet of Things (IoT) change the world as we know it?
[Infographic] How will Internet of Things (IoT) change the world as we know it?[Infographic] How will Internet of Things (IoT) change the world as we know it?
[Infographic] How will Internet of Things (IoT) change the world as we know it?InterQuest Group
 
Mobile-First SEO - The Marketers Edition #3XEDigital
Mobile-First SEO - The Marketers Edition #3XEDigitalMobile-First SEO - The Marketers Edition #3XEDigital
Mobile-First SEO - The Marketers Edition #3XEDigitalAleyda Solís
 
Hype vs. Reality: The AI Explainer
Hype vs. Reality: The AI ExplainerHype vs. Reality: The AI Explainer
Hype vs. Reality: The AI ExplainerLuminary Labs
 
Designing Teams for Emerging Challenges
Designing Teams for Emerging ChallengesDesigning Teams for Emerging Challenges
Designing Teams for Emerging ChallengesAaron Irizarry
 
TEDx Manchester: AI & The Future of Work
TEDx Manchester: AI & The Future of WorkTEDx Manchester: AI & The Future of Work
TEDx Manchester: AI & The Future of WorkVolker Hirsch
 
How To Get More From SlideShare - Super-Simple Tips For Content Marketing
How To Get More From SlideShare - Super-Simple Tips For Content MarketingHow To Get More From SlideShare - Super-Simple Tips For Content Marketing
How To Get More From SlideShare - Super-Simple Tips For Content MarketingContent Marketing Institute
 
How to Become a Thought Leader in Your Niche
How to Become a Thought Leader in Your NicheHow to Become a Thought Leader in Your Niche
How to Become a Thought Leader in Your NicheLeslie Samuel
 
What to Upload to SlideShare
What to Upload to SlideShareWhat to Upload to SlideShare
What to Upload to SlideShareSlideShare
 
How to Make Awesome SlideShares: Tips & Tricks
How to Make Awesome SlideShares: Tips & TricksHow to Make Awesome SlideShares: Tips & Tricks
How to Make Awesome SlideShares: Tips & TricksSlideShare
 
Being a Data Driven Business
Being a Data Driven Business Being a Data Driven Business
Being a Data Driven Business Ali Sarrafi
 

Andere mochten auch (14)

Privacy is an Illusion and you’re all losers! - Cryptocow - Infosecurity 2013
Privacy is an Illusion and you’re all losers! - Cryptocow - Infosecurity 2013Privacy is an Illusion and you’re all losers! - Cryptocow - Infosecurity 2013
Privacy is an Illusion and you’re all losers! - Cryptocow - Infosecurity 2013
 
Top Rumors About Apple March 21 Big Event
Top Rumors About Apple March 21 Big EventTop Rumors About Apple March 21 Big Event
Top Rumors About Apple March 21 Big Event
 
The Physical Interface
The Physical InterfaceThe Physical Interface
The Physical Interface
 
[Infographic] How will Internet of Things (IoT) change the world as we know it?
[Infographic] How will Internet of Things (IoT) change the world as we know it?[Infographic] How will Internet of Things (IoT) change the world as we know it?
[Infographic] How will Internet of Things (IoT) change the world as we know it?
 
Mobile-First SEO - The Marketers Edition #3XEDigital
Mobile-First SEO - The Marketers Edition #3XEDigitalMobile-First SEO - The Marketers Edition #3XEDigital
Mobile-First SEO - The Marketers Edition #3XEDigital
 
Hype vs. Reality: The AI Explainer
Hype vs. Reality: The AI ExplainerHype vs. Reality: The AI Explainer
Hype vs. Reality: The AI Explainer
 
Designing Teams for Emerging Challenges
Designing Teams for Emerging ChallengesDesigning Teams for Emerging Challenges
Designing Teams for Emerging Challenges
 
TEDx Manchester: AI & The Future of Work
TEDx Manchester: AI & The Future of WorkTEDx Manchester: AI & The Future of Work
TEDx Manchester: AI & The Future of Work
 
How To Get More From SlideShare - Super-Simple Tips For Content Marketing
How To Get More From SlideShare - Super-Simple Tips For Content MarketingHow To Get More From SlideShare - Super-Simple Tips For Content Marketing
How To Get More From SlideShare - Super-Simple Tips For Content Marketing
 
How to Become a Thought Leader in Your Niche
How to Become a Thought Leader in Your NicheHow to Become a Thought Leader in Your Niche
How to Become a Thought Leader in Your Niche
 
What to Upload to SlideShare
What to Upload to SlideShareWhat to Upload to SlideShare
What to Upload to SlideShare
 
How to Make Awesome SlideShares: Tips & Tricks
How to Make Awesome SlideShares: Tips & TricksHow to Make Awesome SlideShares: Tips & Tricks
How to Make Awesome SlideShares: Tips & Tricks
 
Being a Data Driven Business
Being a Data Driven Business Being a Data Driven Business
Being a Data Driven Business
 
Analytics for startups
Analytics for startupsAnalytics for startups
Analytics for startups
 

Mehr von Kissmetrics on SlideShare

How to Turn First Time Buyers into High Value All Star Customers
How to Turn First Time Buyers into High Value All Star CustomersHow to Turn First Time Buyers into High Value All Star Customers
How to Turn First Time Buyers into High Value All Star CustomersKissmetrics on SlideShare
 
32 Ways to Boost Engagement and Sales on Your eCommerce Site
32 Ways to Boost Engagement and Sales on Your eCommerce Site32 Ways to Boost Engagement and Sales on Your eCommerce Site
32 Ways to Boost Engagement and Sales on Your eCommerce SiteKissmetrics on SlideShare
 
The Perfect Email Remarketing Strategy for eCommerce
The Perfect Email Remarketing Strategy for eCommerceThe Perfect Email Remarketing Strategy for eCommerce
The Perfect Email Remarketing Strategy for eCommerceKissmetrics on SlideShare
 
Achieve high growth by keeping customers coming back to your ecommerce website
Achieve high growth by keeping customers coming back to your ecommerce websiteAchieve high growth by keeping customers coming back to your ecommerce website
Achieve high growth by keeping customers coming back to your ecommerce websiteKissmetrics on SlideShare
 
Understanding your customer psychographics without surveys or spending a lot ...
Understanding your customer psychographics without surveys or spending a lot ...Understanding your customer psychographics without surveys or spending a lot ...
Understanding your customer psychographics without surveys or spending a lot ...Kissmetrics on SlideShare
 
Messenger Marketing & Chatbots: How To 10x Sales & Leads Before Your Competitors
Messenger Marketing & Chatbots: How To 10x Sales & Leads Before Your CompetitorsMessenger Marketing & Chatbots: How To 10x Sales & Leads Before Your Competitors
Messenger Marketing & Chatbots: How To 10x Sales & Leads Before Your CompetitorsKissmetrics on SlideShare
 
Data-Driven Storytelling: How To Use Qualitative and Quantitative Insights To...
Data-Driven Storytelling: How To Use Qualitative and Quantitative Insights To...Data-Driven Storytelling: How To Use Qualitative and Quantitative Insights To...
Data-Driven Storytelling: How To Use Qualitative and Quantitative Insights To...Kissmetrics on SlideShare
 
Facebook News Feed Armageddon Survival Guide: 10 Hacks To Stay Alive This Year
Facebook News Feed Armageddon Survival Guide: 10 Hacks To Stay Alive This YearFacebook News Feed Armageddon Survival Guide: 10 Hacks To Stay Alive This Year
Facebook News Feed Armageddon Survival Guide: 10 Hacks To Stay Alive This YearKissmetrics on SlideShare
 
How to build a framework for customer empathy: Learning from a company that d...
How to build a framework for customer empathy: Learning from a company that d...How to build a framework for customer empathy: Learning from a company that d...
How to build a framework for customer empathy: Learning from a company that d...Kissmetrics on SlideShare
 
Making Data Meaningful with Kissmetrics' Populations
Making Data Meaningful with Kissmetrics' PopulationsMaking Data Meaningful with Kissmetrics' Populations
Making Data Meaningful with Kissmetrics' PopulationsKissmetrics on SlideShare
 
Kissmetrics Webinar - Email in a Social World
Kissmetrics Webinar - Email in a Social WorldKissmetrics Webinar - Email in a Social World
Kissmetrics Webinar - Email in a Social WorldKissmetrics on SlideShare
 
How to Kick-Start Your Customer Lifecycle with Email Marketing
How to Kick-Start Your Customer Lifecycle with Email MarketingHow to Kick-Start Your Customer Lifecycle with Email Marketing
How to Kick-Start Your Customer Lifecycle with Email MarketingKissmetrics on SlideShare
 
Get on the bus with your prospects and join their journey to become your cust...
Get on the bus with your prospects and join their journey to become your cust...Get on the bus with your prospects and join their journey to become your cust...
Get on the bus with your prospects and join their journey to become your cust...Kissmetrics on SlideShare
 
The top 3 ingredients to drive more sales through video marketing
The top 3 ingredients to drive more sales through video marketingThe top 3 ingredients to drive more sales through video marketing
The top 3 ingredients to drive more sales through video marketingKissmetrics on SlideShare
 
How to identify your highest impact growth opportunities
How to identify your highest impact growth opportunitiesHow to identify your highest impact growth opportunities
How to identify your highest impact growth opportunitiesKissmetrics on SlideShare
 
E-Commerce Promotion 101: How to Use Non-Intrusive Popups to Generate More Sa...
E-Commerce Promotion 101: How to Use Non-Intrusive Popups to Generate More Sa...E-Commerce Promotion 101: How to Use Non-Intrusive Popups to Generate More Sa...
E-Commerce Promotion 101: How to Use Non-Intrusive Popups to Generate More Sa...Kissmetrics on SlideShare
 
Advanced Content Marketing and SEO: Higher Rankings and More Traffic in Less ...
Advanced Content Marketing and SEO: Higher Rankings and More Traffic in Less ...Advanced Content Marketing and SEO: Higher Rankings and More Traffic in Less ...
Advanced Content Marketing and SEO: Higher Rankings and More Traffic in Less ...Kissmetrics on SlideShare
 
7 Pitfalls That Will Ruin Your Analytics Data and Prevent You from Getting An...
7 Pitfalls That Will Ruin Your Analytics Data and Prevent You from Getting An...7 Pitfalls That Will Ruin Your Analytics Data and Prevent You from Getting An...
7 Pitfalls That Will Ruin Your Analytics Data and Prevent You from Getting An...Kissmetrics on SlideShare
 

Mehr von Kissmetrics on SlideShare (20)

How to Turn First Time Buyers into High Value All Star Customers
How to Turn First Time Buyers into High Value All Star CustomersHow to Turn First Time Buyers into High Value All Star Customers
How to Turn First Time Buyers into High Value All Star Customers
 
32 Ways to Boost Engagement and Sales on Your eCommerce Site
32 Ways to Boost Engagement and Sales on Your eCommerce Site32 Ways to Boost Engagement and Sales on Your eCommerce Site
32 Ways to Boost Engagement and Sales on Your eCommerce Site
 
The Perfect Email Remarketing Strategy for eCommerce
The Perfect Email Remarketing Strategy for eCommerceThe Perfect Email Remarketing Strategy for eCommerce
The Perfect Email Remarketing Strategy for eCommerce
 
Achieve high growth by keeping customers coming back to your ecommerce website
Achieve high growth by keeping customers coming back to your ecommerce websiteAchieve high growth by keeping customers coming back to your ecommerce website
Achieve high growth by keeping customers coming back to your ecommerce website
 
Understanding your customer psychographics without surveys or spending a lot ...
Understanding your customer psychographics without surveys or spending a lot ...Understanding your customer psychographics without surveys or spending a lot ...
Understanding your customer psychographics without surveys or spending a lot ...
 
How to Smarten Up Your Email Onboarding
How to Smarten Up Your Email OnboardingHow to Smarten Up Your Email Onboarding
How to Smarten Up Your Email Onboarding
 
Messenger Marketing & Chatbots: How To 10x Sales & Leads Before Your Competitors
Messenger Marketing & Chatbots: How To 10x Sales & Leads Before Your CompetitorsMessenger Marketing & Chatbots: How To 10x Sales & Leads Before Your Competitors
Messenger Marketing & Chatbots: How To 10x Sales & Leads Before Your Competitors
 
Data-Driven Storytelling: How To Use Qualitative and Quantitative Insights To...
Data-Driven Storytelling: How To Use Qualitative and Quantitative Insights To...Data-Driven Storytelling: How To Use Qualitative and Quantitative Insights To...
Data-Driven Storytelling: How To Use Qualitative and Quantitative Insights To...
 
Facebook News Feed Armageddon Survival Guide: 10 Hacks To Stay Alive This Year
Facebook News Feed Armageddon Survival Guide: 10 Hacks To Stay Alive This YearFacebook News Feed Armageddon Survival Guide: 10 Hacks To Stay Alive This Year
Facebook News Feed Armageddon Survival Guide: 10 Hacks To Stay Alive This Year
 
How to build a framework for customer empathy: Learning from a company that d...
How to build a framework for customer empathy: Learning from a company that d...How to build a framework for customer empathy: Learning from a company that d...
How to build a framework for customer empathy: Learning from a company that d...
 
Making Data Meaningful with Kissmetrics' Populations
Making Data Meaningful with Kissmetrics' PopulationsMaking Data Meaningful with Kissmetrics' Populations
Making Data Meaningful with Kissmetrics' Populations
 
Kissmetrics Webinar - Email in a Social World
Kissmetrics Webinar - Email in a Social WorldKissmetrics Webinar - Email in a Social World
Kissmetrics Webinar - Email in a Social World
 
How to Kick-Start Your Customer Lifecycle with Email Marketing
How to Kick-Start Your Customer Lifecycle with Email MarketingHow to Kick-Start Your Customer Lifecycle with Email Marketing
How to Kick-Start Your Customer Lifecycle with Email Marketing
 
Get on the bus with your prospects and join their journey to become your cust...
Get on the bus with your prospects and join their journey to become your cust...Get on the bus with your prospects and join their journey to become your cust...
Get on the bus with your prospects and join their journey to become your cust...
 
The Ultimate Growth Marketing Stack
The Ultimate Growth Marketing StackThe Ultimate Growth Marketing Stack
The Ultimate Growth Marketing Stack
 
The top 3 ingredients to drive more sales through video marketing
The top 3 ingredients to drive more sales through video marketingThe top 3 ingredients to drive more sales through video marketing
The top 3 ingredients to drive more sales through video marketing
 
How to identify your highest impact growth opportunities
How to identify your highest impact growth opportunitiesHow to identify your highest impact growth opportunities
How to identify your highest impact growth opportunities
 
E-Commerce Promotion 101: How to Use Non-Intrusive Popups to Generate More Sa...
E-Commerce Promotion 101: How to Use Non-Intrusive Popups to Generate More Sa...E-Commerce Promotion 101: How to Use Non-Intrusive Popups to Generate More Sa...
E-Commerce Promotion 101: How to Use Non-Intrusive Popups to Generate More Sa...
 
Advanced Content Marketing and SEO: Higher Rankings and More Traffic in Less ...
Advanced Content Marketing and SEO: Higher Rankings and More Traffic in Less ...Advanced Content Marketing and SEO: Higher Rankings and More Traffic in Less ...
Advanced Content Marketing and SEO: Higher Rankings and More Traffic in Less ...
 
7 Pitfalls That Will Ruin Your Analytics Data and Prevent You from Getting An...
7 Pitfalls That Will Ruin Your Analytics Data and Prevent You from Getting An...7 Pitfalls That Will Ruin Your Analytics Data and Prevent You from Getting An...
7 Pitfalls That Will Ruin Your Analytics Data and Prevent You from Getting An...
 

Último

TAM AdEx report - Print Advertising 2023
TAM AdEx report - Print Advertising 2023TAM AdEx report - Print Advertising 2023
TAM AdEx report - Print Advertising 2023Social Samosa
 
Tailoring-Retail-Strategies-for-Gen-X-and-Gen-Y
Tailoring-Retail-Strategies-for-Gen-X-and-Gen-YTailoring-Retail-Strategies-for-Gen-X-and-Gen-Y
Tailoring-Retail-Strategies-for-Gen-X-and-Gen-Yabhishekb63
 
Make your seo optimization game us to see the level of professionals with sof...
Make your seo optimization game us to see the level of professionals with sof...Make your seo optimization game us to see the level of professionals with sof...
Make your seo optimization game us to see the level of professionals with sof...SoftrickSolutions
 
How Sales Team Use AI to Close More Deals
How Sales Team Use AI to Close More DealsHow Sales Team Use AI to Close More Deals
How Sales Team Use AI to Close More DealsVbout.com
 
WHY E-COMMERCE BRANDS MUST PAY MORE ATTENTION TO THE GOOGLE KNOWLEDGE GRAPH
WHY E-COMMERCE BRANDS MUST PAY MORE ATTENTION TO THE GOOGLE KNOWLEDGE GRAPHWHY E-COMMERCE BRANDS MUST PAY MORE ATTENTION TO THE GOOGLE KNOWLEDGE GRAPH
WHY E-COMMERCE BRANDS MUST PAY MORE ATTENTION TO THE GOOGLE KNOWLEDGE GRAPHSara Moccand-Sayegh
 
Key Trends and Insights for Content Marketing in 2024
Key Trends and Insights for Content Marketing in 2024Key Trends and Insights for Content Marketing in 2024
Key Trends and Insights for Content Marketing in 2024Jomer Gregorio
 
Verified Wise Account Buy Verified Wise Account
Verified Wise Account Buy Verified Wise AccountVerified Wise Account Buy Verified Wise Account
Verified Wise Account Buy Verified Wise Accountcashapp
 
Unlocking Rich Snippets : Elevating your Content In Search Results
Unlocking Rich Snippets : Elevating your Content In Search ResultsUnlocking Rich Snippets : Elevating your Content In Search Results
Unlocking Rich Snippets : Elevating your Content In Search Resultspratikpriyadarshi222
 
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!""TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"Theoda Metcalf
 
Human vs AI Quality Raters for Search Engines.pdf
Human vs AI Quality Raters for Search Engines.pdfHuman vs AI Quality Raters for Search Engines.pdf
Human vs AI Quality Raters for Search Engines.pdfDawn Anderson MSc DigM
 
BLOOM_February2024. Balmer Lawrie Online Monthly Bulletin
BLOOM_February2024. Balmer Lawrie Online Monthly BulletinBLOOM_February2024. Balmer Lawrie Online Monthly Bulletin
BLOOM_February2024. Balmer Lawrie Online Monthly BulletinBalmerLawrie
 
"The Ultimate Guide: Creating TikTok Content That Captures Millions"
"The Ultimate Guide: Creating TikTok Content That Captures Millions""The Ultimate Guide: Creating TikTok Content That Captures Millions"
"The Ultimate Guide: Creating TikTok Content That Captures Millions"Theoda Metcalf
 
Best Digital Marketing Training Institute in Bangalore
Best Digital Marketing Training Institute in BangaloreBest Digital Marketing Training Institute in Bangalore
Best Digital Marketing Training Institute in Bangalorekapsesrishti
 
Understanding Fasting in Islam Rules, Reason, and Types.pptx
Understanding Fasting in Islam Rules, Reason, and Types.pptxUnderstanding Fasting in Islam Rules, Reason, and Types.pptx
Understanding Fasting in Islam Rules, Reason, and Types.pptxelizabethella096
 
Christopher Stjean MarketSummary.pdf MMB
Christopher Stjean MarketSummary.pdf MMBChristopher Stjean MarketSummary.pdf MMB
Christopher Stjean MarketSummary.pdf MMBchristopherstjean94
 
Promotion of business Online .ppt
Promotion of business Online        .pptPromotion of business Online        .ppt
Promotion of business Online .pptbharathithangavelu
 
Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...
Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...
Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...ivypcsoseo
 
TOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAE
TOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAETOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAE
TOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAEasiyahanif9977
 
How to Use AI & Make for Self-Reported Attribution in HubSpot
How to Use AI & Make for Self-Reported Attribution in HubSpotHow to Use AI & Make for Self-Reported Attribution in HubSpot
How to Use AI & Make for Self-Reported Attribution in HubSpotDimosMichailidis1
 

Último (20)

TAM AdEx report - Print Advertising 2023
TAM AdEx report - Print Advertising 2023TAM AdEx report - Print Advertising 2023
TAM AdEx report - Print Advertising 2023
 
Tailoring-Retail-Strategies-for-Gen-X-and-Gen-Y
Tailoring-Retail-Strategies-for-Gen-X-and-Gen-YTailoring-Retail-Strategies-for-Gen-X-and-Gen-Y
Tailoring-Retail-Strategies-for-Gen-X-and-Gen-Y
 
Make your seo optimization game us to see the level of professionals with sof...
Make your seo optimization game us to see the level of professionals with sof...Make your seo optimization game us to see the level of professionals with sof...
Make your seo optimization game us to see the level of professionals with sof...
 
How Sales Team Use AI to Close More Deals
How Sales Team Use AI to Close More DealsHow Sales Team Use AI to Close More Deals
How Sales Team Use AI to Close More Deals
 
WHY E-COMMERCE BRANDS MUST PAY MORE ATTENTION TO THE GOOGLE KNOWLEDGE GRAPH
WHY E-COMMERCE BRANDS MUST PAY MORE ATTENTION TO THE GOOGLE KNOWLEDGE GRAPHWHY E-COMMERCE BRANDS MUST PAY MORE ATTENTION TO THE GOOGLE KNOWLEDGE GRAPH
WHY E-COMMERCE BRANDS MUST PAY MORE ATTENTION TO THE GOOGLE KNOWLEDGE GRAPH
 
Key Trends and Insights for Content Marketing in 2024
Key Trends and Insights for Content Marketing in 2024Key Trends and Insights for Content Marketing in 2024
Key Trends and Insights for Content Marketing in 2024
 
Verified Wise Account Buy Verified Wise Account
Verified Wise Account Buy Verified Wise AccountVerified Wise Account Buy Verified Wise Account
Verified Wise Account Buy Verified Wise Account
 
Unlocking Rich Snippets : Elevating your Content In Search Results
Unlocking Rich Snippets : Elevating your Content In Search ResultsUnlocking Rich Snippets : Elevating your Content In Search Results
Unlocking Rich Snippets : Elevating your Content In Search Results
 
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!""TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"
 
Human vs AI Quality Raters for Search Engines.pdf
Human vs AI Quality Raters for Search Engines.pdfHuman vs AI Quality Raters for Search Engines.pdf
Human vs AI Quality Raters for Search Engines.pdf
 
BLOOM_February2024. Balmer Lawrie Online Monthly Bulletin
BLOOM_February2024. Balmer Lawrie Online Monthly BulletinBLOOM_February2024. Balmer Lawrie Online Monthly Bulletin
BLOOM_February2024. Balmer Lawrie Online Monthly Bulletin
 
"The Ultimate Guide: Creating TikTok Content That Captures Millions"
"The Ultimate Guide: Creating TikTok Content That Captures Millions""The Ultimate Guide: Creating TikTok Content That Captures Millions"
"The Ultimate Guide: Creating TikTok Content That Captures Millions"
 
Best Digital Marketing Training Institute in Bangalore
Best Digital Marketing Training Institute in BangaloreBest Digital Marketing Training Institute in Bangalore
Best Digital Marketing Training Institute in Bangalore
 
Understanding Fasting in Islam Rules, Reason, and Types.pptx
Understanding Fasting in Islam Rules, Reason, and Types.pptxUnderstanding Fasting in Islam Rules, Reason, and Types.pptx
Understanding Fasting in Islam Rules, Reason, and Types.pptx
 
Christopher Stjean MarketSummary.pdf MMB
Christopher Stjean MarketSummary.pdf MMBChristopher Stjean MarketSummary.pdf MMB
Christopher Stjean MarketSummary.pdf MMB
 
Promotion of business Online .ppt
Promotion of business Online        .pptPromotion of business Online        .ppt
Promotion of business Online .ppt
 
Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...
Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...
Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...
 
TOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAE
TOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAETOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAE
TOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAE
 
Reliv Opportunity Slides US
Reliv Opportunity Slides USReliv Opportunity Slides US
Reliv Opportunity Slides US
 
How to Use AI & Make for Self-Reported Attribution in HubSpot
How to Use AI & Make for Self-Reported Attribution in HubSpotHow to Use AI & Make for Self-Reported Attribution in HubSpot
How to Use AI & Make for Self-Reported Attribution in HubSpot
 

A Step-By-Step Guide to A/B Testing Research

  • 1. A Step-By-Step Guide to A/B Testing Research SIDDHARTH DESWAL
  • 2. Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Siddharth runs demand generation at VWO. In addition to being interested in all things CRO, he’s also passionate about B2B SaaS marketing, Sales, growth hacking and human resource management. SIDDHARTH DESWAL Senior Marketer, Visual Website Optimizer @SiddharthDeswal
  • 4. 1 Find your top optimization opportunities 2 Ask some questions 3 Easy usability testing TABLE OF CONTENTS 4 Visual analysis 5 Build your hypotheses 5 Putting it all together
  • 6. Step 1 - Find Your Top Optimization Opportunities
  • 7. LANDING PAGES WITH HIGH BOUNCE
  • 8. FUNNEL PAGES WITH HIGH EXIT Image source
  • 9. Start with your most valuable traffic sources ANALYTICS - TOP TRAFFIC SOURCE
  • 10. Landing pages with high bounce and high entries are optimization gold ANALYTICS - MOST VALUABLE ENTRY POINTS
  • 11. Landing pages with high bounce and high entries are optimization gold ANALYTICS - MOST VALUABLE ENTRY POINTS
  • 12. Funnel pages with high exit are the holes in the leaking bucket ANALYTICS - FUNNEL DROP OFF
  • 13. ANALYTICS - FUNNEL DROP OFF
  • 14. LOG IN WITH GOOGLE Start Your Free Kissmetrics Trial
  • 15. Segment Your Traffic For Accurate Analysis
  • 16. USEFUL SEGMENTS - NEW VISITORS WHO DIDN’T BOUNCE
  • 17. USEFUL SEGMENTS - BEHAVIOR SIMILAR TO CONVERTERS Create a segment about your goal converters (in our case, Free Trial signups)
  • 18. USEFUL SEGMENTS - BEHAVIOR SIMILAR TO CONVERTERS Map their key metrics
  • 19. USEFUL SEGMENTS - BEHAVIOR SIMILAR TO CONVERTERS Create a segment to see those who behaved like goal converters but did not convert
  • 20. USEFUL SEGMENTS - BEHAVIOR SIMILAR TO CONVERTERS You can use this segment in multiple ways 1. Retarget them with a discount or promotional offer 2. Give them higher lead scores in your marketing automation system 3. Show them a right hand side pop-up 4. If you have their email, trigger a specific message if they don’t convert and leave the website 5. If they’ve opted in to browser push-notifications, trigger a message
  • 21. Step 2 - Ask Some Questions
  • 23. ON-SITE SURVEYS - SAAS Page Question Insights drawn Pricing / Features / Trial- Signup What’s stopping you from signing up with us? Common concerns, objections, anxieties Top exit pages Is there something you were looking for that you couldn’t find on the website? Reasons that users leave, Information that they needed to make a decision but couldn’t find Top landing pages / Homepage How familiar are you with [business offering]? Understand how much convincing/explaining do your visitors need Top landing pages / Homepage Where did you come to know of us? Top marketing channels
  • 25. ON-SITE SURVEYS - ECOMMERCE Page Question Insights drawn Product page What’s stopping you from adding this product to cart? Common concerns, objections, anxieties or ‘just looking’ Top exit pages (product or category) Is there something you were looking for that you couldn’t find on the website? Reasons that users leave, Information that they needed to make a decision but couldn’t find Top landing pages / Homepage Where did you come to know of us? Top marketing channels Checkout / Cart What’s stopping you from buying this product? Why are visitors not completing purchases in spite of adding to cart
  • 26. Step 3 - Easy Usability Testing
  • 27. EASY USABILITY TESTING Putting 5 to 10 users in front of your website or landing pages and observing them (or hearing them vocalize their thoughts) can teach you far more than most other forms of research. Caveat: these users have to be representative of your target customers.
  • 28. USABILITY TESTING - ASKING THE RIGHT QUESTIONS “You received a damaged product, try and return it” vs. “You received a damaged product, what do you do now?”
  • 29. USABILITY TESTING - ASKING THE RIGHT QUESTIONS “You received a damaged product, try and return it” vs. “You received a damaged product, what do you do now?” 1) User searches for ‘Returns Policy’ page and then proceeds to follow the steps listed
  • 30. USABILITY TESTING - ASKING THE RIGHT QUESTIONS “You received a damaged product, try and return it” vs. “You received a damaged product, what do you do now?” 1) User searches for ‘Returns Policy’ page and then proceeds to follow the steps listed 1) User opens ‘Live Chat’ and asks rep what to do, or 2) Takes to Twitter to complain to the brand, or 3) Looks for the ‘Returns’ page, or 4) Something that none of us were able to anticipate
  • 31. EASY USABILITY TESTING Choose your usability tasks/problems based on these parameters: 1. Do you want to understand problems in a specific, goal driven process, or 2. Do you want to understand how users approach a problem they are looking to solve?
  • 32. Step 4 - Visual Analysis
  • 33. HEATMAPS Heatmaps can reveal some surprising insights
  • 34. HEATMAPS More people clicked on the top-right “Free Trial” CTA instead of the primary, middle-of-page CTA
  • 35. HEATMAPS What is it that we want our visitors to do, versus what are they doing instead? The goal should be to align our interests and theirs’ to a common outcome. Heatmaps quickly show you the difference.
  • 36. By now, problems on your pages should have ‘bubbled’ out.
  • 37. Step 5 - Hypothesis
  • 38. HOW TO CREATE GREAT HYPOTHESIS Research Hypothesis
  • 39. HOW TO CREATE GREAT HYPOTHESIS Image source: MarketingExperiments.com
  • 40. HOW TO CREATE GREAT HYPOTHESIS The Change: Effect model depends on 1. Presumed problem 2. Proposed solution 3. Anticipated result Image source: MarketingExperiments.com
  • 42. PUTTING IT ALL TOGETHER 1. Start by analyzing your top traffic source 2. Look at the landing pages that have high traffic and relatively higher bounce 3. Look at pages that have the highest exit rates in a funnel 4. Segment your traffic to get more accurate insights (goal converters vs. non converters, new visitors who didn’t bounce) 5. Run on-site surveys on your important landing or funnel pages 6. Ask live users to complete tasks or solve problems that involve these pages 7. Run visual analysis on your most important pages 8. At the end of this process, issues with the pages should bubble out, i.e. they will become obvious 9. Create hypotheses and start testing!
  • 43. SIDDHARTH DESWAL Senior Marketer, Visual Website Optimizer @SiddharthDeswal deswal@vwo.com THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions?