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No more excuses Create a testing plan with no traffic, time, or budget #12NTCNoExcuses Steve Daignaeult Kira Marchenese Porter Mason

No More Excuses: Create a testing plan with no traffic, time, or budget

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Page 1: No More Excuses: Create a testing plan with no traffic, time, or budget

No more excuses Create a testing plan with no traffic, time, or budget #12NTCNoExcuses

Steve Daignaeult Kira Marchenese Porter Mason

Page 2: No More Excuses: Create a testing plan with no traffic, time, or budget

Evaluate This Session! Each entry is a chance to win an NTEN engraved iPad!

or Online using #12NTCNoExcuses

@ www.nten.org/ntc/eval

Page 3: No More Excuses: Create a testing plan with no traffic, time, or budget

Who are these people?

Porter Mason

• Deputy Director, Social Media – US Fund for UNICEF

• @portermason

Steve Daignaeult

• Vice President, eCampaigns – M+R Strategic Services

• @Daigneault

Kira Marchenese

• Director, Internet Communications – Environmental Defense Fund

• @kiramarch

Slide 2 No more excuses

Page 4: No More Excuses: Create a testing plan with no traffic, time, or budget

What are they going to say?

Porter Mason

• Obstacles to testing

• Where to start

Steve Daignaeult

• Prioritizing tests

• Choosing metrics

Kira Marchenese

• Making sense of your results

• Showing off sketches made with her fancy iPad

Slide 3 No more excuses

Page 5: No More Excuses: Create a testing plan with no traffic, time, or budget
Page 6: No More Excuses: Create a testing plan with no traffic, time, or budget

You think you don’t have the time/resources/money to test?

Yeah, you know, you, uh, I mean I don’t you, personally, or your individual situation, but, uh… honestly, and just speaking from my perspective really... You, uh... you know, you probably do.

Page 7: No More Excuses: Create a testing plan with no traffic, time, or budget

Why aren’t you testing?

• I don’t have time.

• I don’t have money.

• I don’t have resources.

• I won’t learn anything.

• Yes, you do.

• You don’t need any.

• You don’t need any.

• Yes, you will.

Page 8: No More Excuses: Create a testing plan with no traffic, time, or budget

Where to start?

ABT – “Always Be Tracking”

tracking

Page 9: No More Excuses: Create a testing plan with no traffic, time, or budget

Where to start?

Finding opportunities for testing

• Email

• Paid search

• Website

• Social

Page 10: No More Excuses: Create a testing plan with no traffic, time, or budget

Making it part of your workflow

Coding links must become normal practice.

Page 11: No More Excuses: Create a testing plan with no traffic, time, or budget

Making it part of your workflow

Gather ideas collaboratively.

Page 12: No More Excuses: Create a testing plan with no traffic, time, or budget

Making it part of your workflow

Take the edge off of creating variations.

Page 13: No More Excuses: Create a testing plan with no traffic, time, or budget

TAG! STEVE IS IT!

Page 14: No More Excuses: Create a testing plan with no traffic, time, or budget

Prioritizing which test to run

• What goal will this help you meet?

• Can you expect a big lift?

• How long will it take to get results?

• How much time will it take to implement?

• Will it be applicable to future results?

Page 15: No More Excuses: Create a testing plan with no traffic, time, or budget

Picking which metrics to use

• Email actions - Open, click, response, unsub

• Donate forms - Completion, avg. gift, monthly

• Advocacy/signup forms - Completion, opt-in rate, add’l data rate

• Social - Click, share, conversation, applause

• Surveys

Page 16: No More Excuses: Create a testing plan with no traffic, time, or budget

Metrics of mixed value

• Emails Sent (but not delivered)

• Open Rates

• Clicks / Opens

• Total Opens (not unique)

• Total Clicks (not unique individuals)

• Total File Size

• Social followers (not engaged)

Page 17: No More Excuses: Create a testing plan with no traffic, time, or budget

Setting benchmarks

• M+R and NTEN - benchmark study

• Convio

• Target analysis

• Your own benchmarks!

– Save your results

– Repeat!

Page 18: No More Excuses: Create a testing plan with no traffic, time, or budget

TAG! KIRA IS IT!

Page 19: No More Excuses: Create a testing plan with no traffic, time, or budget

Idea #1

More data

better decisions

Page 20: No More Excuses: Create a testing plan with no traffic, time, or budget
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Page 27: No More Excuses: Create a testing plan with no traffic, time, or budget

Idea #2

Choose your sample

thoughtfully

Page 28: No More Excuses: Create a testing plan with no traffic, time, or budget
Page 29: No More Excuses: Create a testing plan with no traffic, time, or budget

Idea #3

Bigger differences

are easier to see

Page 30: No More Excuses: Create a testing plan with no traffic, time, or budget
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Page 35: No More Excuses: Create a testing plan with no traffic, time, or budget

Idea #4

Yes/no questions

are easier than

amounts

Page 36: No More Excuses: Create a testing plan with no traffic, time, or budget
Page 37: No More Excuses: Create a testing plan with no traffic, time, or budget
Page 38: No More Excuses: Create a testing plan with no traffic, time, or budget

TAG! PORTER IS IT!

Page 39: No More Excuses: Create a testing plan with no traffic, time, or budget

So what now?

Tools

• Google Analytics

• Google Website Optimizer

• UTM code builder

• bit.ly, tiny.ly

• WhichTestWon.com

• Website Optimizer Duration Calculator

• Sample size calculator

• Chi-squared test

Page 40: No More Excuses: Create a testing plan with no traffic, time, or budget

So what now?

Step 1. Things you can do right now

• Open a Google Analytics account (or at least bookmark it)

• Open a Google Website Optimizer account (or at least bookmark it)

• Bookmark the UTM tracking code page

• Open a url shortener account

• Rate this session highly

Page 41: No More Excuses: Create a testing plan with no traffic, time, or budget

So what now?

Step 2. Things to do when you get back

•Add Analytics code to your site

•Decide UTM code standard, start using it

•Start adding/soliciting ideas for that testing doc

•Look at Analytics data, determine “traffic centers”

•Look into tracking/source code info of your CRM (Convio, etc.)

•Set up an initial sample test in GWO, get a feel for how it works

Page 42: No More Excuses: Create a testing plan with no traffic, time, or budget

So what now?

Step 3. Things to do in a few weeks

•Pick at least one test and start it (let us know!)

•Create a calendar (shareable) for testing and add a few more (be realistic)

•Add to calendar when you’ll check data (don’t do it constantly!)

•Add to calendar when you’ll update the calendar

•Make a testing results doc (shareable)

Page 43: No More Excuses: Create a testing plan with no traffic, time, or budget

So what now?

Step 4. PROFIT

• Gain fame

• Attain fortune

• Brag to co-workers and friends

Page 44: No More Excuses: Create a testing plan with no traffic, time, or budget

Questions? #12NTCNoExcuses

Porter Mason

• @portermason

Steve Daignaeult

• @Daigneault

Kira Marchenese

• @kiramarch

Slide 43 No more excuses

Page 45: No More Excuses: Create a testing plan with no traffic, time, or budget

Keep in touch!

Porter Mason

• @portermason

Steve Daignaeult

• @Daigneault

Kira Marchenese

• @kiramarch

Slide 44 No more excuses

Page 46: No More Excuses: Create a testing plan with no traffic, time, or budget

Evaluate This Session! Each entry is a chance to win an NTEN engraved iPad!

or Online using #12NTCNoExcuses

@ www.nten.org/ntc/eval