conversion optimization done right workshop

PRODUCED BY RED DOOR INTERACTIVE | SEPTEMBER 24, 2013

CONVERSION OPTIMIZATION DONE RIGHT!

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

…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!

A TALE OF TWO MARKETING DEPARTMENTS

A TALE OF TWO MARKETING DEPARTMENTS

BLUE ROAR REACTIVE

BLUE ROAR STRATEGY

Meet Michael, CEO of Blue Roar.

BLUE ROAR DECISION: Redesign the homepage

HIPPO Mentality: Decisions based on Highest Paid Person’s Opinion.

Michael is smart.He’s successful.He’s driven.He’s creative. …but he’s a hippo.

AVOID HIPPO MENTALITY

Blue Roar begins tech and design process to redesign the homepage.

RED DOOR TESTING PROCESS

Red Door Decision: 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

DEFINE CONVERSION FUNNEL AND ANALYZE DATA

Start with the dataLeverage 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 selection2. Segment identification3. Hypothesis5. Recipes/variations6. Success metric & expected

impact7. Sample size & duration (min &

max)Always keep the goal, audience, and expected impact top of mind!

The outcome of Planning should always be a testing roadmap.

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

LEVERAGE TECHNOLOGY

FREE…but variations require DEV.

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

Premium features, premium pricing.

BLUE ROAR

...they’re in the web dev process

building the “best new homepage

you’ve ever seen”.

Meanwhile, at Blue Roar…

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 volumeLower volume = longer test

Make sure everyone knows how the test will be measured.

Track multiple success eventsEx: Non-bounce, element clicks, page engagements

Confidential Information & Ideation Owned by Red Door Interactive

TESTING ROADMAP

DESCRIPTION URL HYPOTHESIS LIFT LOE DURATION SAMPLE SIZE GOAL MIN. CONFIDENCE1-10 1-10Page 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 visitorsCurrent vs. new customersMobile / Tablet / DesktopReferring source

Avoid common pitfalls to maintain integrity in your data.

RED DOOR DISCOVERY & PLANNING

• 80% of traffic enters on the homepage, but bounces just 12% of the time.

• Site engagement continues to trend up, however…

• …just 10% of homepage entrances click to the Contact form.

• Competitors are using a variety of different CTAs for the same button.

In Discovery, Red Door found:

Red Door Decision:

After Discovery & Planning, Red Door determines that increasing form traffic will be the most impactful first test.

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

RDI Result: 5% lift in form clicks.LOE: 1 week.

EXECUTING THE TEST

1. Communication2. Monitor outside variables3. Ensure consistent messaging4. Monitor variations and

heatmaps >>

Execution primarily involves monitoring results for issues or unexpected impacts.

RED DOOR FORM TESTING

• Reduce fields to fewest possible

• Build confidence & commitment

• Increase trust with locks, trust symbols

• Add imagery (test people vs. product)

• Value Statements: Why should they submit?

RDI Result: Additional 5% lift in conversions.LOE: 1 week

Up next in their roadmap, Red Door proceeds with a Form Optimization test.

UNIVISION FORM TEST

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

CASE STUDY:

Winner: Variation 1; 9.97% conversion increase

CONTROL VARIATION 1

BLUE ROAR HOMEPAGE LAUNCH!

BLUE ROAR NEW HOMEPAGE

BLUE ROAR OLD HOMEPAGE

POST-TEST ANALYSIS

1. Confirm/ Disprove Hypothesis2. Evaluate non-goal click behaviors3. Answer question: “How can we use this going

forward?”4. Distribute 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.

Proprietary, Confidential Information & Ideation Owned by Red Door Interactive

TESTING YOUR BUTTONS: CASE STUDY

RESULT [unexpected]: 73% more clicks on View Menu buttonDespite less-prominent color, users prefer the lower perceived commitment to start the process

CONTROL VARIATION

Colors and language updated

Client: Rubio’sObjective: Push more users through preferred order flow.Hypothesis: More users exit funnel when they do not select

location first. Pushing users to select location 1st will convert more sales.

RED DOOR VS. BLUE ROAR

Con

vers

ion

sMonths

1 2 3 4

reactive

By Month Four…

• Finally launches new homepage.

• Conversions up 10% from start.

• Incremental testing.• 5% increase in conversions each

month• Up 21.6% from start

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

QUESTIONS?Thank You.

APPENDIX

RED DOOR TESTING PROCESS

DISCOVERY PLANNING

EXECUTIONANALYSIS

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