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Small changes big results. Dave Gowans SASCon 2015.

SASCon 2015 - Small Changes, Big Results

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Page 1: SASCon 2015 - Small Changes, Big Results

Small changes big results.

Dave GowansSASCon 2015.

Page 2: SASCon 2015 - Small Changes, Big Results

Bigger tests ≠ Better results

Page 3: SASCon 2015 - Small Changes, Big Results

1. Identify a barrier

Page 4: SASCon 2015 - Small Changes, Big Results

1. Identify a barrier

2. Find or create a solution

Page 5: SASCon 2015 - Small Changes, Big Results

1. Identify a barrier

2. Find or create a solution

3. Present it at the right time

Page 6: SASCon 2015 - Small Changes, Big Results

Was there anything that almost stopped you from buying today?

Let Us Know

Page 7: SASCon 2015 - Small Changes, Big Results
Page 8: SASCon 2015 - Small Changes, Big Results

1. Identify a barrier Price

2. Find or create a solution

3. Present it at the right time

Page 9: SASCon 2015 - Small Changes, Big Results

1. Identify a barrier Price

2. Find or create a solution Guarantee

3. Present it at the right time

Page 10: SASCon 2015 - Small Changes, Big Results

1. Identify a barrier Price

2. Find or create a solution Guarantee

3. Present it at the right time Product page

Page 11: SASCon 2015 - Small Changes, Big Results

Impact

Ease

Page 12: SASCon 2015 - Small Changes, Big Results

Impact

Ease

X Test 001

Page 13: SASCon 2015 - Small Changes, Big Results

Impact

Ease

X Test 001

X Test 002

Page 14: SASCon 2015 - Small Changes, Big Results

Impact

Ease

X Test 001

X Test 005X Test 002

X Test 003

X Test 004

X Test 006

Page 15: SASCon 2015 - Small Changes, Big Results

Impact

Ease

X Test 001

X Test 005X Test 002

X Test 003

X Test 004

X Test 006

Page 16: SASCon 2015 - Small Changes, Big Results

How to increase impact

1. Identify a barrier Biggest barriers

2. Find or create a solution Effective solutions

3. Present it at the right time When the issue affects the user

Page 17: SASCon 2015 - Small Changes, Big Results

Simple, effective changes:

● Headlines

● Tooltips

● Callouts

How to increase ease

● Benefit bars

● Copy

Page 18: SASCon 2015 - Small Changes, Big Results

Impact

Ease

1. Identify a barrier

2. Find or create a solution

3. Present it at the right time

Page 19: SASCon 2015 - Small Changes, Big Results