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WHEN, WHY & HOW TO DO INNOVATIVE TESTING
3 STRATEGIES FOR BETTER DESIGN
BETTER CR, MORE SALES
ITERATIVE TESTING
ITERATIVE TESTING
BUTTON COLOR CHANGE COPY CHANGE DIFFERENT HERO IMAGE REMOVING/ADDING A PIECE OF CONTENT
ITERATIVE TESTING
BUTTON COLOR CHANGE COPY CHANGE DIFFERENT HERO IMAGE REMOVING/ADDING A PIECE OF CONTENT
ADD, CHANGE OR REMOVE ONE ELEMENT
THERE'S NO REASON TO LIMIT YOURSELF TO A SINGLE STRATEGY,
BECAUSE THE 3 APPROACHES COMPLEMENT EACH OTHER WELL.
INNOVATIVE TESTING
INNOVATIVE TESTING
NAVIGATION CHANGES RADICAL REDESIGN NEW FUNCTIONALITIES, FEATURES COMBINATION OF MULTIPLE CHANGES
INNOVATIVE TESTING
NAVIGATION CHANGES RADICAL REDESIGN NEW FUNCTIONALITIES, FEATURES COMBINATION OF MULTIPLE CHANGES
ADD, CHANGE OR REMOVE MULTIPLE ELEMENTS
INNOVATION IS CHANGE THAT UNLOCKS NEW VALUE
JAMIE NOTTER
WHEN, WHY & HOW IS INNOVATIVE TESTING A
GOOD IDEA?
#1 WHEN AN ITERATION WONT SUFFICE#2 WHEN YOURE TESTING POTENTIAL IS SMALL
#3 WHEN YOU DONT HAVE MUCH TRAFFIC
BASICS ARE OFF: New customers dont understand what the site is about, who is it for and whats the first thing they should do there.
MESSY NAVIGATION: Visitors are unable to find the product/service they need
etc
Original CXL Variation
CR UPLIFT OF 22.33%
Original CXL Variation
#1 WHEN AN ITERATION WONT SUFFICE
#2 WHEN YOURE TESTING POTENTIAL IS SMALL#3 WHEN YOU DONT HAVE MUCH TRAFFIC
YOUVE TESTED EVERY ELEMENT ON THE SITE ALREADY
Time spent testing
CR increase detected
CR DIFFERENCE
VERY SMALL UPLIFTS (1-5%) ARE ALMOST IMPOSSIBLE TO
MEASURE !
#1 WHEN AN ITERATION WONT SUFFICE
#2 WHEN YOURE TESTING POTENTIAL IS SMALL
#3 WHEN YOU DONT HAVE MUCH TRAFFIC
+14.1%STATISTICAL SIGNIFICANCE 36%
~81 481 VISITORS REMAINING
TEST DURATION: 6 WEEKS
WITH LOW TRAFFIC EVEN 10-30% UPLIFTS ARE IMPOSSIBLE TO
MEASURE!
WHY#2 ITS STILL A SAFER CHOICE OVER A RADICAL REDESIGN
#1 TO UNCOVER GROWTH POTENTIALS / BIGGER GAINS
#3 ITS MORE FUN
#1 TO UNCOVER GROWTH POTENTIALS / BIGGER GAINS
TRANSFORM AND GROW YOUR BUSINESS BY FIRST TESTING OUT
NEW IDEAS ONLINE
WHY#2 ITS STILL A SAFER CHOICE OVER A RADICAL REDESIGN
#1 TO UNCOVER GROWTH POTENTIALS / BIGGER GAINS
#3 ITS MORE FUN
#2 ITS STILL A SAFER CHOICE OVER A RADICAL REDESIGN
Original CXL Variation
#2 ITS STILL A SAFER CHOICE OVER A RADICAL REDESIGN
Original CXL Variation
CR UPLIFT = 61%
CXL Variation CXL Variation 2
CXL Variation CXL Variation 2
CR DECREASE = -7%
WHY#2 ITS STILL A SAFER CHOICE OVER A RADICAL REDESIGN
#1 TO UNCOVER GROWTH POTENTIALS / BIGGER GAINS
#3 ITS MORE FUN
#3 ITS MORE FUN
HYPOTHESIS LIVE TEST RESULT
YOULL GET THE WHOLE TEAM EXCITED AND ON BOARD
HOW#1 MAKE SURE YOUR TESTING PROCESS IS SOLID#2 KEEP DOING QUALITATIVE RESEARCH
4 QUESTIONS
1. Is the test based on a data driven hypothesis?
1. Is the test based on a data driven hypothesis? 2. Does the test design exactly match the
hypothesis?
1. Is the test based on a data driven hypothesis? 2. Does the test design exactly match the
hypothesis? 3. Has the test been setup correctly with all
goals attached? HINT: use event tracking and universal integration both
1. Is the test based on a data driven hypothesis? 2. Does the test design exactly match the
hypothesis? 3. Has the test been setup correctly with all
goals attached? HINT: use event tracking and universal integration both
4. Did you perform a proper Q&A check?
Original CXL Variation
Original CXL Variation
Original CXL Variation
HOW#1 MAKE SURE YOUR TESTING PROCESS IS SOLID
#2 KEEP DOING QUALITATIVE RESEARCH
#2 KEEP DOING QUALITATIVE RESEARCH
Whats holding you back from completing your purchase today?
YOULL HAVE REAL TIME FEEDBACK IF SOMETHING IS WRONG!
TESTING STRATEGIESITERATIVE INNOVATIVE
COST
RISK
POTENTIAL BENEFIT
SAMPLE SIZE
LOW
LOW
LESS < ~10%
BIGGER
HIGH (UNLESS LUCKY)
HIGH
~10% < MORE
SMALLER
People who dont take risks
generally make about two big mistakes a year.
People who do take risks
generally make about two big mistakes a year. Peter F. Drucker
Super profitable conversion advice FREE every week!
Marie Polli Twitter: @MariePolli http://conversionxl.com/
Questions?