research and testing
TRANSCRIPT
CONVERSION RESEARCH & TESTING
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¿ A/B ?
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Step 1Research
Step 2Define Action
Step 4Fix
Step 3Prioritize
Reference: Peep Laja, Conversion XL
CONVERSION FRAMEWORK
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STEP 1: RESEARCH
FIND WHAT REALLY MATTERS
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RESEARCH: WHERE IS THE PROBLEM?
Technical analysis
- Cross Browser- Cross Device
- Screen resolutions
- Speed
Tools: GA, Viewport Resizer, Browser Stack
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RESEARCH: WHERE IS THE PROBLEM?
Technical analysis
- Cross Browser- Cross Device
- Screen resolutions
- Speed
Tools: GA, Viewport Resizer, Browser Stack
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RESEARCH: WHERE IS THE PROBLEM?
Technical analysis
- Cross Browser- Cross Device
- Screen resolutions
- Speed
- Click maps, scroll maps- User session video replay
- Form analytics
Web Analytics
- What are people doing?- How is each
feature performing?
- Identify leaks
Tools: GA, Viewport Resizer, Browser Stack
Tools: GA, Klipfolio oe any other tool to plot data
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RESEARCH: WHERE IS THE PROBLEM?
Technical analysis
- Cross Browser- Cross Device
- Screen resolutions
- Speed
- Click maps, scroll maps- User session video replay
- Form analytics
Web Analytics
- What are people doing?- How is each
feature performing?
- Identify leaks
Tools: GA, Viewport Resizer, Browser Stack
Tools: GA, Klipfolio oe any other tool to plot data
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RESEARCH: WHERE IS THE PROBLEM?
Technical analysis
- Cross Browser- Cross Device
- Screen resolutions
- Speed
Mouse tracking analysis
- Click maps, scroll maps
- User session video replay
- Form analytics
Web analysis
- What are people doing?- How is each
feature performing?
- Identify leaks
Tools: GA, Viewport Resizer, Browser Stack
Tools: GA, Klipfolio Tools: HotJar, Inspectlet, SessionCam
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RESEARCH: WHERE IS THE PROBLEM?
Technical analysis
- Cross Browser- Cross Device
- Screen resolutions
- Speed
Mouse tracking analysis
- Click maps, scroll maps
- User session video replay
- Form analytics
Web analysis
- What are people doing?- How is each
feature performing?
- Identify leaks
Tools: GA, Viewport Resizer, Browser Stack
Tools: GA, Klipfolio Tools: HotJar, Inspectlet, SessionCam
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RESEARCH: WHY IS THERE A PROBLEM?
Qualitative research
- On-page surveys- Email surveys
- Interviews
Tools: HotJar, Qualarroo
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RESEARCH: WHY IS THERE A PROBLEM?
Qualitative research
- On-page surveys- Email surveys
- Interviews
User testing
- Identify usability &
clarity issues
Tools: HotJar, Qualarroo Tools: In person! Or…Invision, Usabilityhub, Lookback
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RESEARCH: WHY IS THERE A PROBLEM?
Qualitative research
- On-page surveys- Email surveys
- Interviews
User testing
- Identify usability &
clarity issues
Tools: HotJar, Qualarroo Tools: In person! Or…Invision, Usabilityhub, Lookback
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RESEARCH: WHY IS THERE A PROBLEM?
Qualitative research
- Email surveys
- On-page surveys
- Interviews
User testing
- Identify usability &
clarity issues
Heuristic analysis
- Experts’ assessment- Relevancy,
clarity, value, friction,
distraction
Tools: HotJar, Qualarroo Tools: In person! Or…Invision, Usabilityhub, Lookback
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STEP 2: DEFINE ACTION
Only these two “require” A/B TestAuthor: Craig Sullivan, Conversion XL
Instrumentation
- Needs to set up more
analytics to understand
Investigate
- More info needed
Just do it (JFDI)
- Low brainer,
low effort
Test
- “Obvious” Simpler solution
Hypothesize
- No clear singe
solution, test plans
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STEP 3: PRIORITIZE
- How easy is it to fix it? - Opportunity score
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STEP 4: FIX
FIX &
RESTART ALL OVER AGAIN
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BE HUMBLE <3
• Your personal opinion does not matter – you are not the giver
• You don’t know what will work – if you did, you would have already made more money
• There are no magical templates– what works for one website does not work for another
