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Mark Halvorson Head of Interac2ve Marke2ng, Atlassian
@halv0012
Charlo=e Weiski=el
Sr Director, Product DonorsChoose.org @noDornaught
Jeremy Yoches Sr Product Manager,
Stella & Dot
Customer Showcase
Photo and tagline (mul0variate test)
• Female teacher performed best with 3 of 4 taglines • “Join 3,500 people…” did slightly be=er than the original, but it wasn’t significant.
1. A teacher spends $40 each month on classroom essen2als. (original) 2. Make giving a monthly habit. 3. Join the 3,500 people who support a classroom every month. 4. Help a classroom every month.
Charge your card now or in a month?
• Made the change to wait a month before we had Op2mizely
• Removing men2on of the next month increased conversion +217%.
$50, $25 or no incen0ve
• Conversion rate – $50 incen2ve: 1.8% – No incen2ve: 1.6% – $25 incen2ve: 1.3%
• The no incen0ve group was the least likely to cancel a`er two months (8%)
• The no incen2ve group had the highest average monthly signup amount of $26.
Tips from a lean non-‐profit
• Just start tes2ng • Clear the path for the tester • Be a broken record • Look at the results holis2cally, not just A vs. B • Don’t overfill tes2ng road map
About Atlassian
We help great teams build be=er so`ware, together. • Products include: JIRA, Confluence, Bitbucket, HipChat… • Founded in 2002 • Over 35,000 Customers • Over 700 employees globally • No sales people
A/B Tes0ng at Atlassian is cross func0onal
Central Growth Hacking Team to support: • Email • Product Management • Customer PlaDorm • Customer Advocates • Internal Systems
• Leads • Product Marke2ng • Support • Bitbucket • HipChat
Lather, rinse, repeat
Our Process • Collect great ideas • Triage based on poten2al impact • Build-‐out good candidates • Schedule to avoid conflicts • Run experiments & analyze results.
Our Test Philosophy
• Ideas are everywhere • Everything affec2ng conversion is tested • No traffic wasted • Be aggressive • Regular cadence • Never run a test that you wouldn’t want to win
Types of tests
• Pebbles – Change in copy or CTA presenta2on
• Rocks – New page (e.g. no Dev Tools family page)
• Boulders – Simplified order form.
About Stella & Dot
• Stella & Dot helps women become successful entrepreneurs with a thriving business selling bou2que-‐style jewelry and bags through in-‐ home trunk shows, online and person-‐to-‐person. • Today there are over 17,000 Independent Stylists who sell the accessories in the US, Canada, Puerto Rico, UK, France and Germany. • In 2009, retail sales were $33 million. In 2010, $103 million. In 2011, over $175 million. In 2012, sales hit $200 million. And in 2013 sales were $220 million.
The Stella & Dot Tes0ng Team
Jeremy Yoches – Full 0me product manager, and also full 0me conversion op0mizer • Own the test plan/roadmap • Develop and set up tests • Analyze, compile, share and evangelize results • Collaborate with teams as needed – Crea2ve to create new assets – Dev help for more complicated javascript/CSS
The Stella & Dot Collabora0on Model
Share the plan, the status, and the history Make it easy for anyone in the company to: • see what tests are live where • inves0gate live and past tests in more detail • Propose new test ideas
The Stella & Dot Tes0ng Success Story
Many small successes and important insights, A few big wins: The Super Nav Tests -‐ Op0mize our “triple funnel” by tes0ng the primary CTAs in our header
Super Nav Test Results
3 CTA’s = 3 compe0ng goals Increased clicks on all 3 by more than 30% And we are just gejng started… • Color, size, shape, etc…
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