REV UP 360: Rev up your ROI with Conversion Testing - Andy Batten

@APBATTEN| #REVUPROI

REV UP 360°

ANDY BATTEN | DIRECTOR, ANALYTICS & OPTIMIZATION

RED DOOR INTERACTIVE @APBATTEN

CONVERSION TESTING: HUGE LIFTS FOR YOUR ROI


SHOULD YOU TEST?


SHOULD YOU TEST?

Sound familiar?

• You launch lots of new features, but can rarely quantify the return.

• Underperforming campaigns, low engagement.

• High shopping cart abandonment.

• Long development cycles

• HIPPO Mentality: Highest Paid Person’s Opinion.

…YES, you should test!


BEFORE YOU START

• Know your KPIs

• Solve your tracking issues (At minimum, know how they’ll affect your tests!)

• Mobile Factors/gotchas

– - Redirect configuration – - Mobile vs. tablet

Before testing, identify (and embrace) the business goals, and know that you can trust your results!


TESTING PROCESS

Begin formal process to identify & test high-impact opportunities.


DISCOVERY

The Discovery phase is all about informing your test. Shape your discovery using multiple data sources.

• Best Practices & Consumer research

• Testing case studies • Competitors

• Clickstream / Analytics • Heatmap /Clickmap • User surveys

• Focus groups • Eye tracking • Persona development


CONVERSION FUNNEL ANALYSIS

Start with the data Leverage the Digital analyst!

• Define conversion funnel • Analyze user behavior at each stage

• Ex. High Back button usage, high bounce/exit rate

• Analyze behaviors by user segment

After identifying behaviors, use other discovery sources to begin forming ideas and hypothesis.


PLANNING THE TEST

1. Tool selection 2. Segment identification 3. Hypothesis 5. Recipes/variations 6. Success metric & expected impact 7. Sample size & duration (min & max)

Always keep the goal, audience, and expected impact

top of mind.

The Planning phase involves researching and documenting potential test opportunities and attributes.

The outcome of Planning should always be a testing roadmap.


TOOL SELECTION

FREE…but variations require DEV.

Start at $19-$49 per month. WYSIWYG Editing

Premium features, premium pricing.


DETERMINING SUCCESS

Determining Success

Measure this! Not this!

…even better, measure both!

Setting the correct success metric can help you reach significance faster.

Desired action with highest volume Lower volume = longer test

Make sure everyone knows how the test will be measured.

Track multiple success events

Ex: Non-bounce, element clicks, page engagements


TESTING ROADMAP

DESCRIPTION URL HYPOTHESIS LIFT LOE DURATION SAMPLE SIZE GOAL MIN. CONFIDENCE 1-10 1-10 Page CTA color xx ….. 8 1 2 500 xx 85% CTA language xx …… 8 2 2 1000 xx 85%

A testing roadmap ensures unbiased data and informed stakeholders.

Sample Roadmap

Attributes -Test description -URL -Visitors per day -Test hypothesis -Expected lift & LOE -Duration -Sample size -Goal(s)


COMMON PITFALLS IN PLANNING

• Test duration / Sample size

• Lack of consistent message – site-wide and inbound campaigns.

• Lack of segmentation

• Testing too many elements

• Concurrent, conflicting tests

• Measuring the wrong success action

New / Return visitors Current vs. new customers Mobile / Tablet / Desktop Referring source

Avoid common pitfalls to maintain integrity in your data.


CALL TO ACTION TESTS

Proven, quick CTA tests: • Increase button size • Use bold, contrasting colors • With multiple buttons, distinguish

with size, color. • Build whitespace around buttons • Remove distractions. • Create urgency (“Now”) • Descriptive, value-based text

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Common CTA tests & CTA Best Practices


FORM TESTING

• Reduce fields to fewest possible

• Build confidence & commitment

• Increase trust with badges, trust symbols

• Add imagery (test people vs. product)

• Value Statements: Why should users submit?

Common Form tests & Best Practices


UNIVISION FORM TEST

Test: Add indicator to show visitors they had correctly completed each form field. Duration: Two weeks Success Measure: Prepaid card signup

CASE STUDY:

Winner: Variation 1; 9.97% conversion increase

CONTROL VARIATION 1


EXECUTING THE TEST

1. Communication

2. Monitor outside variables

3. Ensure consistent messaging

4. Monitor variations and heatmaps >>

Execution primarily involves monitoring results for issues or unexpected impacts.


POST-TEST ANALYSIS

1. Confirm/ Disprove Hypothesis

2. Evaluate non-goal click behaviors

3. Answer question: “How can we use this going forward?”

4. Announce and promote findings; quantify business impact and celebrate successes!

The primary elements of Analysis include:

Every test should result in learning that contributes to strategy.


GETTING STARTED


Decide to test, Promote Value Internally

Locate High-Impact Opportunities

Pick a Tool

GETTING STARTED


SUGGESTED READING

Suggested Reading “Waiting for your Cat to Bark” – Bryan Eiesenburg

“Predictably Irrational” – Dan Arielly

“Call to Action” – Bryan Eiesenburg

“Six Principles of Influence” – Robert Cialdini


Thank You. Andy Batten | Director, Digital Analytics & Optimization

[email protected] | @apbatten Red Door Interactive


APPENDIX


RED DOOR TESTING PROCESS

DISCOVERY PLANNING

EXECUTION ANALYSIS

Ideation Website behavior Usability testing Competitive analysis Voice of customer

Targeted segments Key performance indicators

Test duration Expected impact Testing roadmap

Business impact Performance by user segment Document findings Incorporate learning

Monitor outside variables Consistent messaging Monitor variations

Marketing

REV UP 360: Rev up your ROI with Conversion Testing - Andy Batten