#Searchlove @ChrisdayleyPowerful A/B Testing User Insights

dayleyconversion.com/searchlove

#Searchlove @Chrisdayley

So What?

#Searchlove @Chrisdayley

#Searchlove @Chrisdayley

What todo?

#Searchlove @Chrisdayley

2013 Non-Keyword Ranking Factors

2015 Non-Keyword Ranking Factors

#Searchlove @ChrisdayleyNot my problem, my designersjust suck

Designers

#Searchlove @ChrisdayleyOnsite metrics can no longer be considered SOMEONE ELSES PROBLEM

Bad or even mediocre design is becoming less & less tolerable.

#Searchlove @Chrisdayley

Wasting Traffic?

#Searchlove @Chrisdayley

So do you needto start doingCRO now?

#Searchlove @Chrisdayley

1Gain InsightsAbout YourAudience

2Move theNeedle

3Easy ContentTest

4TestResults

#Searchlove @Chrisdayley

Gaining InsightsAbout Your Audience

#Searchlove @Chrisdayley

Getting analytical

#Searchlove @Chrisdayley

Christopher Dayley (CD) - I don't really get this animation. Maybe we can change it for something else?

Focus groups

User recordingsessions

User testingfeedback

Eye-trackingsessions

Polls / surveys

Heatmaps

Analytics

#Searchlove @Chrisdayley

Surveys & Polls

#Searchlove @Chrisdayley

For UserExperienceIt`s a load-o-crap

#Searchlove @Chrisdayley

#Searchlove @Chrisdayley

#Searchlove @Chrisdayleyhttp://hbs.me/1QleHnI90-95% of purchasedecisions occur in the subconsciousmind

Surveys & polls get therationalization out of people

#Searchlove @Chrisdayley

Focusgroups?

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#Searchlove @Chrisdayley

http://bit.ly/1qD4oX2

#Searchlove @ChrisdayleyThe Hawthorne Effect:People behave differently because they are being observed

WASTE OFTIME!! Focus groups

Polls

Surveys

#Searchlove @Chrisdayley

#Searchlove @Chrisdayley

#Searchlove @Chrisdayley

85%15%

#Searchlove @Chrisdayley

$$ & time

#Searchlove @ChrisdayleyUser recordingsessions

User Testing Feedback

Eye-trackingsessions

Crazy eggClick taleHotjarLucky orange

Heatmaps

#Searchlove @Chrisdayley

Christopher Dayley (CD) - kolby, get these product logos instead of having text

#Searchlove @Chrisdayley

Where are people clicking?

How far are people scrolling?

#Searchlove @Chrisdayley

#Searchlove @Chrisdayley

#Searchlove @Chrisdayley

410%410%

Bookings+31%

Moving the Needle

#Searchlove @Chrisdayley

Bounce rates are only badfor certain pages.

#Searchlove @Chrisdayley

#Searchlove @Chrisdayley

Bad BounceRates

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#Searchlove @Chrisdayley

410%410%

Bounce Rates48%

Product Views410%

#Searchlove @Chrisdayley

Dont overload users with content

#Searchlove @Chrisdayley

#Searchlove @Chrisdayley

Content & UX shouldbe given equalplanning time.

#Searchlove @Chrisdayley

BigChanges=BigImpact

#Searchlove @Chrisdayley

Minor changes

#Searchlove @Chrisdayley

Christopher Dayley (CD) - Kolby, let's come up with some kind of "illustration" for big tests and smaller tests. Like "big tests are your tractors, and small tests are your ferrari's" or something, so that we can use an image

Who do you optimize for?

#Searchlove @Chrisdayley

@chrisdayley

@chrisdayley

@chrisdayley

8.1%Funnel Entrance

#Searchlove @Chrisdayley

Christopher Dayley (CD) - Kolby - i thought we were using a different image and/or GIF for fail?

Failed tests are equally as important as successful tests. You just learned what your audience doesn't like.

#Searchlove @Chrisdayley

@chrisdayley

8.1%Funnel Entrance

72%

@chrisdayley

12.3%Funnel Entrance

@chrisdayley

Content Test

#Searchlove @Chrisdayley

Christopher Dayley (CD) - Or your toilet paper tests, cause everyone needs to wipe their buttChristopher Dayley (CD) - Similar to the big/small tests, let's come up with a comparison for content tests. i.e. these are your bread and butter tests, or something everyone should do, like brushing your teeth

How much contentdoes the audiencewant from an article?

#Searchlove @Chrisdayley

Is it different on mobile & desktop?

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=?

Tools

#Searchlove @Chrisdayley

Christopher Dayley (CD) - Get the optimizely logo

3 Variations:

Short (< 500 words)Medium (500-1,000 words)Long (>1,000 words)

#Searchlove @Chrisdayley

64.9%

1750 Words1055 Words542 Words76.7%45.5%TOP1:30TOP3:49TOP4:47

#Searchlove @Chrisdayley

542 Words1055 Words1750 Words76.9%62.2%44.4%TOP3:36TOP4:37TOP2:01

#Searchlove @Chrisdayley

Mobile Winner83.1%

Desktop Winner

DONATIONS28.4%

DONATIONS

YOUVE BEEN LIED TO

Test Results

#Searchlove @Chrisdayley

Original

V1V2 V3

146.2%

-46.6%

Form CompletionV3 Winner!

#Searchlove @Chrisdayley

So What?

#Searchlove @Chrisdayley