SPLIT TESTING STRATEGY Optimization & Testing Is Only As Good As Your Methodology. Learn to Convert Traffic Into Sales in 5-Steps
Develop a CRO & Testing Strategy - Convert Traffic Into Sale
Jul 13, 2015
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SPLIT TESTING STRATEGY
Optimization & Testing Is Only As
Good As Your Methodology. Learn to
Convert Traffic Into Sales in 5-Steps
Your Optimization Strategy
PAGE IDENTIFICATIONIS THE
FIRST STEPTO A GREAT TEST
“NOT ALL PAGES ARE TEST WORTHY”
Low Traffic Pages
Pages With Volatile Traffic
Overly Target Segments
After Personalization
NEW TO TESTING?TRY A BOTTOM-UP
APPROACH
The Bottom-Up Approach
Start Here
Shopping Cart
Shopping Cart
36.5% LIFT IN
CHECKOUTSSource: MarketingExperiments.com
Lead Generation Form
Thank You Page
WHY YOU SHOULD START LOW
This is your most qualified
traffic…
…they jumped through your
hoops, finish the job!
The Case For Starting Low
Your Optimization Strategy
DEVELOP A PRIORITIZATION
SCALE
WHY BIG LIFTS?
Bigger Lifts Require
Lower Sample
Sizes
WHY BIG LIFTS?
These Are The Underperforming Pages
Your Lowest
Hanging Fruit
WHY BIG LIFTS?
WHY KPIS?
A Big Lift In Clicks
Doesn’t Mean A Big
Lift In Sales!
WHY KPIS?
Contextualizes The
Conversion
WHY KPIS?
Ask “Which Page
Has The Most
Earning Potential”
WHY?
Ask “Which Page
Has The Most
Earning Potential”
TWO STEPS FOR EASE
1. Ease Of Test
Implementation
TWO STEPS FOR EASE
2. Ease Of Making
Results Live
WHY EASE?
Your Lift Potential
On Main KPIs Is
Meaningless If You
Can’t Go Live
YOUR CHECKLIST
Test Name
Potential Lift
30%+ = 5
25-29% = 4
10-14% = 3
5-9 = 2
<5 = 1
KPI
Direct Sale = 3
Lead = 2
Micro Conversion
= 1
Ease
1 - 5 Scale Based
On Resources
Total
Highest Number
Gets Priority
Cart Layout Test 3 3 1 6
Landing Page
Headline Test5 2 4 11
Case Study: Local Dentist
Goal of site:
•Get inbound calls or completed
contact forms.
•Both calls & forms convert
equally to new patients.
Where’s the Form???
Case Study: Local Dentist
Found It Way Below the
Fold!
Should They Optimize This Page?
Your Optimization Strategy
CREATE A HYPOTHESIS
We believe that changing A
for visitors B will make C
happen.
We believe that changing
the call to action copy on
this landing page for new
visitors will make increase
lead form submissions.
TESTS WITHOUT HYPOTHESES
AREN’T SCALABLE
Click Here Click Here
+17% CTR
Click Here Click Here
+17% CTR
YOU SELECT YOUR TEST ELEMENT
DURING THIS STAGE
CHOOSE WISELY - USE BOTH
ANALYTICS AND UX DATA TO PICK
BIG WINNERS
Your Optimization Strategy
SCHEDULE YOUR TESTS & STICK TO IT!
BUT WHY?
No Two Days Are The Same!
Source: ConversionXL
ALWAYS COMPLETE THE
WEEK
PROTIP: TEST PERIODS SHOULD BE IN LINE WITH YOUR
BUYING CYCLE
THREE FACTORS THAT IMPACT
TEST TIME
LIFT PERCENTAGE
CONFIDENCE LEVELINDUSTRY
STANDARD IS 95%
NUMBER OF VARIATIONS
Your Optimization Strategy
ANALYZE & ARCHIVE TEST
RESULTS
DEVELOP STANDARD REPORTS - FOCUS ON DOLLARS NOT
MARKETING METRICS
IF LEARNINGS ARE SCALABLE - USE AS INSPIRATION FOR
NEW CHANGES/TESTS
FINALLY - NOTIFY INVESTED PARTIES
• Email: [email protected]
• Twitter: @jtrondeau
• Website: digitalmarketer.com
Justin RondeauOptimization Manager,
DigitalMarketer
Thank You - Let’s Keep
This Conversation Going
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