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The Best A/B Test Idea You Haven’t Thought Of

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The best A/B test idea you haven’t thought of PHIL SHARP


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@ThueLMadsen @Kissmetrics @NEILPATEL #KissWebinar


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THUE MADSEN PHIL SHARP Marketing Operations Manager, Kissmetrics VP of Marketing, UserTesting @ThueLMadsen @iamphilsharp 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. Phil leads the UserTesting marketing team in helping companies discover the importance of user experience and usability testing.


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@IAmPhilSharp @Kissmetrics @NEILPATEL #KissWebinar


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WATCH WEBINAR RECORDING NOW


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The problem


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Not so much Not so much Not so much Not so much Not so much Not so much Not so much Not so much Not so much Winner!


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The real problem


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One month Two months Three months Four months Five months Six months Seven months Eight months Nine months Winner!


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1 winner per year


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QUOTE FROM ELON MUSK BIOGRAPHY “ He would place this urgency that he expected the revenue in ten years to be ten million dollars a day and that every day we were slower to achieve our goals was a day of missing out on that money.


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$10,000,000 days


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We’re missing out on this


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But…why?


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We’re smart


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And hard working


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And nice :)


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And know our products


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Why?


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TOO MANY IDEAS!


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170 ideas in 3 minutes


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Try new CTA Try new CTA location Test multiple CTAs Test different button colors Add an “About” section Try a different headline Add an image to the homepage Shorten my form Auto play the video Try modals for forms Test a free trial Try annual billing Try a high anchor price


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Try new CTA Try new CTA location Test multiple CTAs Test different button colors Add an “About” section Try a different headline Add an image to the homepage Shorten my form Auto play the video Try modals for forms Test a free trial Try annual billing Try a high anchor price


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Try new CTA Try new CTA location Test multiple CTAs Test different button colors Add an “About” section Try a different headline Add an image to the homepage Shorten my form Auto play the video Try modals for forms Test a free trial Try annual billing Try a high anchor price


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Er.


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We need a process


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Process = Sleepy time


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Process = More revenue


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Process = More experiments


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The core of our process…


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Find out what’s stopping folks from converting…


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…fix it.


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Thanks


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I’ll be here all night


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Three Steps


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Step 1: Take these ideas…


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Try new CTA Try new CTA location Test multiple CTAs Test different button colors Add an “About” section Try a different headline Add an image to the homepage Shorten my form Auto play the video Try modals for forms Test a free trial Try annual billing Try a high anchor price


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…and throw them away.


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Step 2: Listen to your customers and prospects


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Find out what’s stopping folks from converting…


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…fix it.


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Step 2: Listen to your customers and prospects


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Try new CTA Try new CTA location Test multiple CTAs Test different button colors Add an “About” section Try a different headline Add an image to the homepage Shorten my form Auto play the video Try modals for forms Test a free trial Try annual billing Try a high anchor price These ideas are good. They just might not be for you.


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Gut Your gut is good. It just knows too much.


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Curse of knowledge HTTPS://HBR.ORG/2006/12/THE-CURSE-OF-KNOWLEDGE


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How to listen


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QUALAROO


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QUALAROO - USERTESTING EXAMPLE


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QUALAROO Is anything preventing you from signing up?


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QUALAROO “Trying to work out a password that meets your criteria — it’s taking me a while.”


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QUALAROO “A 10 character minimum for a password! Seriously? That’s insane.”


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QUALAROO “10 characters for the password? That’s way too many. This isn’t a bank site or something…”


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CHAT TRANSCRIPTS


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SALES PEOPLE AND SUPPORT


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USER TESTING


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Send 3 users through your funnel


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USER TESTING


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USER TESTING


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Send 3 users to your competition


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Send 3 users to a HUGE company in your space


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PEEK


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Step 3: Use a framework to make decisions


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Test summary Test objective Hypothesis Opportunity size Time to test Likely scenarios Next steps What worked? What didn’t work? HTTP://BIT.LY/ABTEST-FRAMEWORK


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Test Objective In 1-2 sentences, why are we running this test?


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Hypothesis If X, then Y because Z


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Opportunity Size If this test works, what’s the total impact we could expect to see over a year?


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Time to Test How long will it take to run this test?


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Likely Scenarios Write out your assumptions and 3 of the most likely scenarios.


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Next Steps Now that you know the results, what will you do? If the campaign worked, how can you expand it? What can you test that is similar?


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What worked? What didn’t? What did you learn?


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The problem


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Not so much Not so much Not so much Not so much Not so much Not so much Not so much Not so much Not so much Winner!


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The problem opportunity


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Not so much Not so much Not so much Not so much Not so much Not so much Not so much Not so much Not so much Winner!


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Not so much Not so much Not so much Not so much Winner! Not so much Not so much Not so much Not so much Winner!


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Not so much Not so much Winner! Winner! Not so much Not so much Not so much Not so much Winner! Not so much


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Start Your Free KISSmetrics Trial LOG IN WITH GOOGLE


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Questions? THUE MADSEN PHIL SHARP Marketing Operations Manager, Kissmetrics VP of Marketing, UserTesting @ThueLMadsen @iamphilsharp tmadsen@kissmetrics.com phil@usertesting.com


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