Fail and Win: Why a Failed Test Isn’t a Bad Thing

Fail  and  Win:  Why  a  Failed  Test  Isn’  

Caleb  Whitmore  Founder  &  CEO  Analy<cs  Pros  

@CalebWhitmore  

Hi,  I’m  @CalebWhitmore  

I  climbed  a  mountain…  once.  

I  work  @Analy=csPros  

And  get  to  work  with  some  awesome  clients!  

Why  Test?  

Why  Test?  

TESTING…    •  Should  focus  on  improving  an  outcome  •  Is  the  shortest  distance  between  you  and  improvements  •  Is  done  best  with  rapid  itera<on  and  lots  of  data  

Some  things  may  seem  obvious  to  test…  

Bad  Form  

Good  Form  

But  you  should  s=ll  test  them!  

Tes=ng  depends  on  data  

Op=mizely  Data  

Google  Analy=cs  Data  

Not  all  tests  are  created  equally  

Some  tests  will  win  

Some  tests  will  fail  

Is  winning  a  success?  

Is  failing  a  loss?  

Tes=ng  is  a  Success  When:  

•  A  process  is  followed  

•  An  outcome  is  measured  

•  A  complete  picture  is  seen  

When  Things  Shake,  What  Moves?  

When  Things  Shake,  What  Moves?  

Crea=ng  a  360  Degree  View  

•  A  test  will  impact  more  than  what  you  intended  

•  You  must  measure  the  impact  across  your  spectrum  of  user  interac<on  

• Measure  your  test  with  your  exis<ng  infrastructure  

Crea=ng  a  360  Degree  View  

What  happens  to…  •  The  “key”  conversion  point  •  Engagement  on  the  test  page  •  Length  of  the  en<re  visit  •  Total  pageviews/interac<ons  in  the  visit  •  Secondary  conversion  goals  –  view  product,  view  content,  start  checkout,  download  a  file,  etc…  

Here’s  an  example  

Example  Experiment  

ASSUMPTIONS  •  Auto-­‐play  repels  visitors  – Audio  without  warning  

•  Thus,  bounce  rates  are  high  and  more  people  leave  •  Turn  off  auto  play  &  more  people  will  stay  and  engage  

Op=mizely  Shows  a  Winner  

Bounce  Rate  Improved  

Purchase  Rate  Tanked!  

DO  THIS  

Setup  a  360  Degree  View  of  Tests  

•  Tip:  your  Digital  Analy<cs  plaXorm  has  this  view  already!  

Op=mizely  Automated  Integra=ons  

Pipes  data  straight  into  GA  

Is  this  a  good  outcome?  

What  about  this?  

See  the  full  picture  

Capture  Experiment  Data  

•  Tie  experiment  data  into  your  Tag  Management  and  Digital  Data  frameworks  

Leverage  Built-­‐in  Repor=ng  

•  Create  lots  of  Goals  in  Op<mizely  –  pages,  clicks,  revenue,  etc…  

QUESTIONS?  

@CalebWhitmore  of    @Analy<csPros  

Fail  and  Win:  Why  a  Failed  Test  Isn’t  a  Bad  Thing  

Caleb  Whitmore  Founder  &  CEO  Analy<cs  Pros  

@CalebWhitmore