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Build a Best In Class Testing Program
Who are Stream:20?
Digital Sales Planning
DigitalOrganisation
Digital SalesToolkit
Digital Sales Delivery
Optimising your business structure and skillsets for digital success
Ensuring the correct toolkits are implemented for success
Providing innovative strategic support and analysis to drive your digital sales function
Driving incremental revenue across Desktop/ Mobile/Tablet
The Performance-Driven Digital Marketing Consultancy We push up KPIs by rolling out good practice & best practice
on the client side
London Munich San Francisco
Who we work with
Retail Finance
Gaming
Telecoms
Travel Entertainment
Publishing
Technology
Utilities
Contents
Testing allows us to improve and optimise all our marketing channels and, importantly, the website. This session concentrates on landing page optimizatonBy the end of this session:
• Build an effective Test Plan• Roll out and refine• Hit your targets for success
• Carrying out tests in a planned and strategic way.
1. Testing
The Typical Testing Approach
The Testing Process
• Run the test!
4. Test
• Of the many things you could test, which one makes the most sense to start with?
3. Prioritise
• How do users get from landing on your site to a "success" state?
• Where do users drop out or stop moving along the success path?
2. Identify bottlenecks
• What user actions do you consider "success"?
• What metrics do you use to quantify success?
1. Define success
1. Define success: Objectives
• First step should be the easiest: What do you want to improve?• What are some of the possible objectives for testing?• Align with overall business objectives
Business Goals • Hit Sales targetMarketing
Goals•Convert more prospects into customers
Optimisation Goals
4. Test
3. Prioriti
se
2. Identify bottlene
cks
1. Define success
2. Identify bottlenecks
4. Test3. Prioritise2. Identify bottlenecks
1. Define success
You should begin your planning with looking at where to test.
Use your analytics to uncover the following: Exit
Exit
Exit
Exit
2. Identify bottlenecks: Where do you test?
Exit
Cu
sto
me
r m
ov
eme
nt Entry
to Site
Product Page
Shopping
Basket
Your Information
Review Order
Order Comple
ted
4. Test
3. Prioriti
se
2. Identify bottlenec
ks
1. Define success
• Top landing pages• Top exit pages• Top highest bounce rate pages• Top abandonment points in your
funnel• Top most valuable pages to your
business• Top converting pages• Lowest converting pages
2. Identify bottlenecks: Test Structure
• Observation: This is the problem you are having which keeps you from success.
• Hypothesis: A way to overcome the problem and get to success.
• One of the keys to effective testing is to test a hypothesis – to help us achieve an objective
• Using data and your experience / best-practice knowledge to determine what aspects might make a difference in achieving the objectives
4. Test
3. Prioritis
e
2. Identify bottlenec
ks
1. Define success
2. Identify bottlenecks: Shortcuts
Observation:
Customers are forced to go from:
Test idea:
Insert an ‘Add to Basket’ button to the products listed.
4. Test
3. Prioritis
e
2. Identify bottlenec
ks
1. Define success
Category
Product detail Basket
Hypothesis: Allowing customers to skip the middle step would increase conversion to sale
2. Identify bottlenecks: Guidance
Observation: There is a lack of clarity of which fields are mandatory and what each field means.
Hypothesis: Guiding people through the form process will help increase conversion.
Test idea: Use ‘tooltip’ image and hover text to provide guidance as you fill out the form, rather than error messages after each submission
4. Test
3. Prioritis
e
2. Identify bottlenec
ks
1. Define success
2. Identify bottlenecks: High Consideration
Test: Push Webchat functionality harder in navigation and as a timed pop up
Observation:
Analytics show prospects are going to FAQs section and not returning.
4. Test
3. Prioritise
2. Identify bottlenec
ks
1. Define success
Hypothesis: Prospects need more interactive help during the quote process.
2. Identify bottlenecks: Social Satisfaction
Observation: Buying wine online has a barrier of not knowing whether it will be good quality.
Test: Influence buying behaviour by using customer satisfaction as social proof.
4. Test
3. Prioritise
2. Identify bottlenec
ks
1. Define success
Hypothesis: Highlighting other customers buying behaviour will increase conversions
2. Identify bottlenecks: Social Urgency
Observation: Conversion from searching for flights to sale can be quite low.
Test: Influence buying behaviour with urgency using live data from the website.
4. Test
3. Prioritise
2. Identify bottlenec
ks
1. Define success
Hypothesis: Creating a sense of urgency will increase conversion.
TestPrioritiseIdentify
bottlenecks
Define success
3. Prioritise: Benefits of the Hypothesis Process4.
Test
3. Prioritis
e
2. Identify bottlenec
ks
1. Define success
A good hypothesis is crucial to CRO,
otherwise you just test random stuff blindly.
The hypotheses you generate from insight
and research will result in a list of possible
solutions.
The solutions will form the basis of your test
plan.
3. Prioritise: Building the Testing plan
Map out testing priorities based on:• Business impact – how hard is it
to run this test?• Performance impact – how much
could this test improve performance?
Commit to what your measure of success will be
Commit to when you measure performance
Repeat tests to exclude any false results and plan when results will be rolled out and become BAU
Work out what assets are needed to run this test
4. Test
3. Prioritise
2. Identify bottlenec
ks
1. Define success
Your list of potential solutions based on your hypotheses.
4. Test
4. Test3. Prioritise2. Identify bottlenecks
1. Define success
4. Test: Analysis made easy
• Tools like Optimizely will make it easier for you to know when test results are statistically significant so you can clearly see which variation wins.
4. Test
3. Prioritis
e
2. Identify bottlenec
ks
1. Define success
5. Optimise
5. Optimise4. Test3.
Prioritise
2. Identify
bottlenecks
1. Define success
The benefits of Analysis
Original: Sell
Build Trust + Sell
Desktop
Mobile
Tablet
Sell
Sell + Build Trust Email
CR: 2%
Even if a test doesn’t give you an immediate win, if it’s planned and analysed right, you’ll learn something that can be fed into the next test round.
CR: 6%CR: 7%
CR: 3%
CR: 5%
CR: 2%
CR: 3%
5. Optimise
4. Test
3. Priorit
ise
2. Identify bottlen
ecks
1. Define success
A winning A/B test result is often just the beginning of the test’s value. There’s much more to gain from a smart analysis of the results.
How the plan builds 5. Optimise
4. Test
3. Priorit
ise
2. Identify bottlen
ecks
1. Define success
Best Testing Approach
=
What to take away
• Exploration is a better test approach than refinement
• Align your tests to your business goals
• Identifying your barriers is vitally important
• Observe, hypothesise and form ideas
• Ideas can have many sources
• Write a plan and expect it to change
• Testing partners make testing easier
• Dig deeper for learnings
• There are plenty of insights in failed tests
