Date post: | 21-Oct-2014 |
Category: |
Business |
View: | 995 times |
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Don’t Settle For Average
Testing & Optimization
why test & optimize?
meat
tips
case studies
we optimize our daily lives..
emailscommute
morning routines
work environment
my kids
analytics lesson: that’s a lot of kids
two sets of twins
a lot of moving pieceshectic!!!optimizing each = key to successAPPLAUSE!!!
we optimize our daily lives..
emailscommute
morning routines
we often fail to translate to online campaigns
work environment
*Omniture Conversion Optimization Benchmark Survey, July 2009
WOW!!!
$4,946
$54
retail clothing store scenario$5,000 marketing budget
why don’t we test & optimize?
1. don’t know how2. complacent3. red tape4. can’t sell the value
1. don’t know how
start testing
if you don’t miss, you’re not pushing the envelope.
be bold
2. complacent
he’s coming
get optimizing
“a/b testing”
3. red tape
• IT. puts the “it” in “sit”
• creative resources
• budget
Outsource, allocate, or try new tools.
speak the language
persuasive
bottom line
most underrated skill: 4. ability to sell
Traffic
Time
Team
Trust
Technology
5 Ts of Testing
5 Ts of Testing
rate of optimization
• traffic
• conversion rate
• # of tests
• % lift/depression
reach statistical significance
faster
red or blue?
A
B
traffic
a/b
traffic• more experts prefer?
• holistic
• big wins/losses
• good start
• more combinations
• synergy in elements
• smaller wins/losses
• good after a/b
conversion factors: good > bad
>motivation
relevance
value proposition
offer
anxiety
friction
technology
exciting!!!
little testing
slow
basic use
under utilized
http://www.mroptimization.com/multivariate-testing-targeting-related-numbers/the-secret-multivariate-testing-vendors-dont-want-you-to-know
unfortunate landscape
it’s the people. not as much the technology.
testing: use common sense
• define goal
• assess current situation
• segment
• impact factor
• type of test
I did not take this picture.This is all hypothetical.To tell a story.I am happily married.
goal: pick up ladies
current situation: no ladies
segment
impact factor: my ride
run through scenario
or
which makes more sense?
leave ego at door
when testing
results will often surprise you
goal >> about page
hypothesis: handsomeness too much
goal >> bounce rate
not enough traffic & conversions
takeaways
• test what you can• VWSO – easy• results sting sometimes• stings… but still fun
X 3.5
Publish Your Book For Free
• 3 simple steps
• Global marketplace
• No risk
• Make money
goal >> consumers to publish book
ppc
assess current situation
takeaways
• sold it• no technology needed• even ugly works• a/b first. mvt next• bottom line
obviously better… or are they?
above the fold
big & bold
shiny button
wrapping it up
• people more than technology.
• learn to sell.
• common sense.
• test & learn.
• have fun.
www.brooksbell.com
www.naoshiyamauchi.com
@yamalytics (analytics)
@nyamauchi (kids)
Thanks!