Growing Your Business Through Experimentation

Понравилась презентация – покажи это...

Слайд 0

Growing Your Business Through Experimentation Hiten Shah hnshah@gmail.com

Слайд 1

What do you do?  Product, Design, Engineering, Marketing, Growth, Sales

Слайд 2

Слайд 3

How do you make all the things better?! Figuring this out is your job.

Слайд 4

A/b testing

Слайд 5

Only  1  out  of  5  tests  win. 4  out  of  5  tests  cost   you  money.

Слайд 6

So, why experiment if so many tests fail?

Слайд 7

Go Where Customers Are! Long, slow, SaaS ramp of death from 2006…

Слайд 8

Go Where Customers Are! Now…

Слайд 9

Go Where Customers Are! Growth can be sped up!

Слайд 10

Increase Hello Bar’s installation rate

Слайд 11

Improve the KISSmetrics features page

Слайд 12

Increase signups from Crazy Egg’s homepage

Слайд 13

Grow Crazy Egg’s revenue

Слайд 14

Results from 3 months of focused growth effort

Слайд 15

Results: KISSmetrics signups over time

Слайд 16

Simple 4-step experimentation process Data Figure out what to improve Hypothesis Make an educated guess Experiment Test your guess Act Decide what’s next

Слайд 17

Data Figure out what to improve

Слайд 18

Data doesn’t make decisions for you.

Слайд 19

Data informs your decision making.

Слайд 20

Data helps you identify the most painful problems people have. (not the ones that bother you the most)

Слайд 21

Find problems worth solving by starting with quantitative data.

Слайд 22

When in doubt, look at your top pages. Usually the homepage.

Слайд 23

A simple framework for choosing what to improve

Слайд 24

Find pages with high traffic and high bounce rate HTTP://GOOGLE.COM/ANALYTICS

Слайд 25

Find pages with high traffic and low conversion rate HTTP://UNBOUNCE.COM

Слайд 26

Find sources with high traffic and low conversion rate HTTP://HUBSPOT.COM

Слайд 27

Find opportunities based on user paths HTTP://KISS.LY/KMPATH

Слайд 28

How To Figure Out What To Improve High Traffic Increase Conversions Do a Happy Dance By A/B Testing But Watch it Closely Low Conversions High Conversions Get More Traffic Get More Traffic So You Can Start A/B Testing So You Can Do a Happy Dance Low Traffic

Слайд 29

Where do you have the most visitors, users, customers, emails, or notifications? More volume helps you test faster.

Слайд 30

Common areas with large volume and high impact potential ๏ Website Traffic / App Installs ๏ Welcome Emails ๏ Web / Mobile Onboarding ๏ Email Digests ๏ Triggered Notifications ๏ Cart / Funnel Abandonment ๏ Dormant / Churned users

Слайд 31

When you’ve already got usage, analyze it. What percentage of your customers or users have adopted each feature? Intercom on Product Management

Слайд 32

Find out why by getting qualitative data.

Слайд 33


Слайд 34

A few more qualitative tools HTTP://QUALAROO.COM HTTP://OLARK.COM

Слайд 35

Use exit surveys to learn why people bounce HTTP://QUALAROO.COM

Слайд 36

Use post-conversion surveys to understand why HTTP://QUALAROO.COM

Слайд 37

Discover if your web pages are effective at their goal HTTP://QUALAROO.COM

Слайд 38

What frustrates people? EMAIL

Слайд 39

Find people who don’t do things and email them EMAIL + SURVEYMONKEY

Слайд 40

User Research gives you a headstart

Слайд 41

Hypothesis Make an educated guess

Слайд 42

Ideas Designs Solutions } Assumptions (A guess about the best way to solve a problem)

Слайд 43

Everything can start with a testable hypothesis.

Слайд 44

Before you create anything, make an educated guess.

Слайд 45

Use simple equations to assess potential impact of each idea visits  x  conversion  rate  x  order  value  x  li4  =  ? ESTIMATED MODELED users  x  order  value  x  resurrec7on  rate  =  ? ESTIMATED MODELED DAN MCKINLEY HTTP://KISS.LY/DANETSY

Слайд 46

Prioritize your tests Assess the potential impact, difficulty and priority of each test idea you have.

Слайд 47

Experiment Test your guess

Слайд 48

Test your hypothesis by starting an experiment.

Слайд 49

Not button colors…

Слайд 50

Don’t copy “best practices” blindly

Слайд 51

Test specific button copy

Слайд 52

Run sensitivity tests on your web pages Sensitivity tests help you learn what your visitors care about and what they don’t.

Слайд 53

Remove graphical elements and see what happens

Слайд 54

Does social proof and logos matter for your visitors?

Слайд 55

Remove social proof and learn what happens

Слайд 56

Act Decide what’s next

Слайд 57

You’ve probably seen an A/B testing report before

Слайд 58

Document every A/B test and create a playbook 1. Your starting hypothesis. 2. Dates for when you ran the test. 3. Screenshots of control and all variations used during the test. 4. Expected change in conversion. 5. Probability of change. 6. Screenshot of the raw data used in your analysis. 7. A screenshot to the A/B Test Report in KISSmetrics. 8. The decision you've made from the test. 9. What you learned from the test.

Слайд 59

What learnings do we want to carry over from the past? Helps you avoid unknowingly decreasing your conversions.

Слайд 60

Create experiment checklists based on learnings ✓ Keep the footer links ✓ Autofocus on the first form field ✓ Do not include social proof ✓ Link to the features page ✓ Use “Log in” copy on the button

Слайд 61

☀ If you’re not testing, you’re not learning.

Слайд 62

⌾ Always have tests running, no matter how small.

Слайд 63

∞ If you don't have a process, you won't continuously improve.

Слайд 64

Work on things that matter. Make those things better. Be happier ☺

Слайд 65

Thank Y0u =) Got questions? Need help? Contact me any time! Hiten Shah hnshah@gmail.com

Слайд 66