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

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


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THUE MADSEN SIDDHARTH DESWAL Marketing Operations Manager, Kissmetrics Senior Marketer, Visual Website Optimizer @ThueLMadsen @SiddharthDeswal 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. 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.


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@SiddharthDeswal @NEILPATEL #KissWebinar @Kissmetrics #KissWebinar


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TABLE OF CONTENTS 1 Find your top optimization opportunities 2 Ask some questions 3 Easy usability testing 4 Visual analysis 5 Build your hypotheses 5 Putting it all together


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WATCH WEBINAR RECORDING NOW


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Step 1 - Find Your Top Optimization Opportunities


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LANDING PAGES WITH HIGH BOUNCE


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FUNNEL PAGES WITH HIGH EXIT Image source


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ANALYTICS - TOP TRAFFIC SOURCE Start with your most valuable traffic sources


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ANALYTICS - MOST VALUABLE ENTRY POINTS Landing pages with high bounce and high entries are optimization gold


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ANALYTICS - MOST VALUABLE ENTRY POINTS Landing pages with high bounce and high entries are optimization gold


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ANALYTICS - FUNNEL DROP OFF Funnel pages with high exit are the holes in the leaking bucket


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ANALYTICS - FUNNEL DROP OFF


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Start Your Free Kissmetrics Trial LOG IN WITH GOOGLE


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Segment Your Traffic For Accurate Analysis


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USEFUL SEGMENTS - NEW VISITORS WHO DIDN’T BOUNCE


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USEFUL SEGMENTS - BEHAVIOR SIMILAR TO CONVERTERS Create a segment about your goal converters (in our case, Free Trial signups)


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USEFUL SEGMENTS - BEHAVIOR SIMILAR TO CONVERTERS Map their key metrics


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USEFUL SEGMENTS - BEHAVIOR SIMILAR TO CONVERTERS Create a segment to see those who behaved like goal converters but did not convert


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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


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Step 2 - Ask Some Questions


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ON-SITE SURVEYS


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ON-SITE SURVEYS - SAAS Page Question Insights drawn Pricing / Features / TrialSignup What’s stopping you from signing up with us? Common concerns, objections, anxieties Top exit pages Is there something you were Reasons that users leave, looking for that you couldn’t Information that they find on the website? 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


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ON-SITE SURVEYS - SAAS


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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 Reasons that users leave, looking for that you couldn’t Information that they needed find on the website? 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


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Step 3 - Easy Usability Testing


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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.


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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?”


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USABILITY TESTING - ASKING THE RIGHT QUESTIONS “You received a damaged product, try and return it” 1) User searches for ‘Returns Policy’ page and then proceeds to follow the steps listed vs. “You received a damaged product, what do you do now?”


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USABILITY TESTING - ASKING THE RIGHT QUESTIONS “You received a damaged product, try and return it” 1) User searches for ‘Returns Policy’ page and then proceeds to follow the steps listed vs. “You received a damaged product, what do you do now?” 1) 2) 3) 4) User opens ‘Live Chat’ and asks rep what to do, or Takes to Twitter to complain to the brand, or Looks for the ‘Returns’ page, or Something that none of us were able to anticipate


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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?


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Step 4 - Visual Analysis


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HEATMAPS Heatmaps can reveal some surprising insights


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HEATMAPS More people clicked on the top-right “Free Trial” CTA instead of the primary, middle-of-page CTA


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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.


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By now, problems on your pages should have ‘bubbled’ out.


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Step 5 - Hypothesis


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HOW TO CREATE GREAT HYPOTHESIS Research Hypothesis


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HOW TO CREATE GREAT HYPOTHESIS Image source: MarketingExperiments.com


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HOW TO CREATE GREAT HYPOTHESIS Image source: MarketingExperiments.com The Change: Effect model depends on 1. Presumed problem 2. Proposed solution 3. Anticipated result


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Putting It Together


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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!


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Questions? THUE MADSEN SIDDHARTH DESWAL Marketing Operations Manager, Kissmetrics Senior Marketer, Visual Website Optimizer @ThueLMadsen @SiddharthDeswal tmadsen@kissmetrics.com deswal@vwo.com


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