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

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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
Funnel pages with high exit are the holes in the leaking bucket ANALYTICS - FUNNEL DROP OFF
ANALYTICS - FUNNEL DROP OFF
Segment Your Traffic For Accurate Analysis
USEFUL SEGMENTS - NEW VISITORS WHO DIDN’T BOUNCE
BEHAVIOR SIMILAR TO CONVERTERS Create a segment about your goal converters (in our case, Free Trial signups)
Map their key metrics
Create a segment to see those who behaved like goal converters but did not convert
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
SAAS Page Question Insights drawn Pricing / Features / Trial- Signup What’s stopping you from signing up with us?
ECOMMERCE Page Question Insights drawn Product page What’s stopping you from adding this product to cart? 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.
1) User searches for ‘Returns Policy’ page and then proceeds to follow the steps listed
ASKING THE RIGHT QUESTIONS
Step 4 - Visual Analysis
HEATMAPS Heatmaps can reveal some surprising insights
More people clicked on the top-right “Free Trial” CTA instead of the primary, middle-of-page CTA
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
Image source: MarketingExperiments.com
The Change: Effect model depends on 1. Presumed problem 2. Proposed solution 3. Anticipated result Image source: MarketingExperiments.com

Publié dans : Marketing, Données & analyses
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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
  3. @NEILPATEL #KissWebinar @Kissmetrics #KissWebinar @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
  5. WATCH WEBINAR RECORDING NOW
  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
  22. ON-SITE SURVEYS
  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
  24. ON-SITE SURVEYS - SAAS
  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
  41. Putting It Together
  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?

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