Date post: | 14-Apr-2017 |
Category: |
Data & Analytics |
Upload: | aran-reeks |
View: | 414 times |
Download: | 4 times |
#BoostB2B
Boosting revenue through A/B testing
Don’t stop experimenting!
Presented by Aran Reekswww.evosite.co.uk
@EvositeAran
#BoostB2B
Creating exceptional digitalexperiences for 15 yearsWe have helped hundreds of organisations improve their eCommerce websites and digital products.
Established in 2001
Talented team of 30
Over 250 active clients
700+ web solutions delivered
Multi award winning agency
#BoostB2B
Who am I?
● Head of Client Strategy at Evosite● Web Developer● Developed > 50 eCommerce solutions● Passionate about optimisation
#BoostB2B
The objectives of today's talk...By the end of this session, you will be able to:
▪ Identify areas for improvement on your own websites
▪ Know how to devise your first A/B tests
▪ Be in a position to start making your website more profitable immediately
#BoostB2B
How much time do you currently spend looking at Analytics?
#BoostB2B
How much time do you
currently spend looking at Analytics?
1.Never
2.Yearly
3.Monthly
4.Weekly
5.Daily
#BoostB2B
How much time do you
currently spend looking at Analytics?
1.Never
2.Yearly
3.Monthly
4.Weekly
5.Daily
#BoostB2B
How much time do you
currently spend looking at Analytics?
1.Never
2.Yearly
3.Monthly
4.Weekly
5.Daily
#BoostB2B
How much time do you
currently spend looking at Analytics?
1.Never
2.Yearly
3.Monthly
4.Weekly
5.Daily
#BoostB2B
How much time do you
currently spend looking at Analytics?
1.Never
2.Yearly
3.Monthly
4.Weekly
5.Daily
#BoostB2B
How many people here have already conducted an A/B test?
#BoostB2B
Let’s begin!
#BoostB2B
Identify
Identify areas for improvement
1
#BoostB2B
Weaknesses can’t be found in averages
#BoostB2B
Focus on sanity metrics, not vanity metrics
#BoostB2B
Google Analytics: Content Drilldown report
#BoostB2B
Google Analytics: Content Drilldown report
#BoostB2B
1.Google Analytics: Content Drilldown
Let’s focus on what’s important here
#BoostB2B
1.Google Analytics: Content Drilldown
Breakdown by page speed
#BoostB2B
1.Google Analytics: Content Drilldown
Breakdown by device
#BoostB2B
The more you segment your weak areas, the clearer the picture
#BoostB2B
Identify Investigate
Identify areas for improvement
Look into possible causes
1 2
#BoostB2B
Now we know ‘what’ we need to know ‘why’
#BoostB2B
Heat mapping
#BoostB2B
Conduct an online survey
#BoostB2B
£30Cost of an unmoderated, remote usability test
#BoostB2B
5People needed per usability test
#BoostB2B
Create a testable hypothesis
#BoostB2B
A good example of a testable hypothesis
“By adding the dimensions of the product to the page, we believe fewer people will be unsure of the product information and will purchase the product”
#BoostB2B
A bad example of a testable hypothesis
“I’m going to make the add to cart button red.”
#BoostB2B
What about these hypotheses?
“By adding a security seal to our checkout pages, we believe visitors will feel more secure and as a
result, will be more likely to complete their purchase online.”
#BoostB2B
What about these hypotheses?
“By adding a security seal to our checkout pages, we believe visitors will feel more secure and as a
result, will be more likely to complete their purchase online.”
#BoostB2B
What about these hypotheses?
“A larger add to cart button will get more clicks”
#BoostB2B
What about these hypotheses?
“A larger add to cart button will get more clicks”
#BoostB2B
What about these hypotheses?
“Adding videos to our product detail pages will boost our conversion rates”
#BoostB2B
What about these hypotheses?
“Adding videos to our product detail pages will boost our conversion rates”
#BoostB2B
What about these hypotheses?
“Adding videos to our product detail pages will tell our visitors more about the products and will help to highlight their USPs which we believe will boost
our sales”
#BoostB2B
What about these hypotheses?
“Adding videos to our product detail pages will tell our visitors more about the products and will help to highlight their USPs which we believe will boost
our sales”
#BoostB2B
Test
Test your optimal solutions
Identify Investigate
Identify areas for improvement
Look into possible causes
1 2 3
#BoostB2B
Getting started with A/B testing
#BoostB2B
Creating your first A/B variant
#BoostB2B
#BoostB2B
5 minutes...▪ Identify high traffic
pages with a high bounce rate
#BoostB2B
30 minutes... ▪ Conduct a usability test for a key task
#BoostB2B
30 minutes... ▪ Create and launch your first A/B test using Optimizely