building a best in class testing program

Build a Best In Class

Testing Program - WEBINAR

Alia Formoy

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 ConsultancyWe 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

This webinar – what we are going to learn today

Testing allows us to improve and optimise all our marketing channels and, importantly, the website. By the end of this webinar, you will be able to:

• 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

•Understanding the impact of tests and the results they produce.

2. Analysis •Running further tests to validate and improve results, and incorporating findings into BAU

3. Optimisation

http://www.optimizely.com


What testing approach do you use?

The Testing Process

4. Test

• Run the test! Log into Optimizelyand click "Create New Experiment."

3. Prioritise

• Of the many things you could test, which one makes the most sense to start with?

2. Identify bottlenecks

• 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?

1. Define success

• What metrics do you use to quantify success?

• What user actions do you consider "success"?



http://www.optimizely.com/

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 target

Marketing Goals

• Convert more prospects into customers

Optimisation Goals

• Reduce drop out from payment journey

4. Test3. Prioritise2. Identify

bottlenecks1. 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

ove

me

nt

Entry to Site

Product Page

Shopping Basket

Your Information

Review Order

Order Completed



• 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



2. Identify bottlenecks: Shortcuts

Observation:

Customers are forced to go from:

Test idea:

Insert an ‘Add to Basket’ button to the products listed.



CategoryProduct

detailBasket

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





2. Identify bottlenecks: CTA

Test: Insert additional ‘Add to basket’ button at bottom of reviews section.



Observation: Clicking on Product reviews pushes you to the bottom of the Product Page where there is no CTA.

Hypothesis: Making it easy for those reading reviews to add to basket would increase conversion.



2. Identify bottlenecks: High Consideration

Test: Push Webchatfunctionality harder in navigation and as a timed pop up

Observation:

Analytics show prospects are going to FAQs section and not returning.



Hypothesis: Prospects need more interactive help during the quote process.



2. Identify bottlenecks: Mobile KPIs

Test: Add a link to the subscription page in the header of the page.

Observation: These mobile sites are media focused but Time Inc’s KPIs are subscriptions and mobile conversion is low



Hypothesis: Pushing a subscription CTA as a focus will drive mobile conversion up



2. Identify bottlenecks: Social Trust

Observation: Not being aware of product quality and seller reputation is a barrier to conversion.



Test: Build trust in the product and seller by using user generated reviews as social proof.

Hypothesis: Reinforcing ways to show quality of product and seller will increase conversion.



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.



Hypothesis: Highlighting likelihood of previous consumers of buying again would decrease the barrier to conversion.



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.



Hypothesis: Creating a sense of urgency will increase conversion.



2. Identify bottlenecks: Device Targeting

Hypothesis: Using device specific calls to action may increase conversion.

Observation: The conversation to quote rate from the iPad audience was much lower than from Desktop.



Test: Use iPad style ‘swipe button’ for the CTA



2. Identify bottlenecks: Data Capture 4. Test3. Prioritise2. Identify


Observation: Betfair’s Newsletter sign ups have slowed down on website.

Hypothesis: Driving opt ins with an incentive may increase signs ups and conversion.

Test: Push sign ups using a hero campaign and bonus code as an

incentive to bet.



3. Prioritise

TestPrioritiseIdentify

bottlenecksDefine success



3. Prioritise: Benefits of the Hypothesis Process4. Test3. Prioritise


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



Your list of potential solutions based on your hypotheses.



4. Test





4. Test: Analysis made easy

• Optimizely will make it easier for you to know when test results are

statistically significant so you can clearly see which variation wins.





The Optimisation Process

Set Goals

Gather Insights

Form Hypothesis

Test

Analyse

Implement Learnings

1. Define Success

2. Identify Bottlenecks

3. Prioritise

4. Test

5. Optimise

5. Optimise

5. Optimise4. Test3. Prioritise2. Identify




The benefits of Analysis

Original: Sell

Build Trust + Sell

Desktop

Mobile

Tablet

SellSell+ 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. Test3.

Prioritise

2. Identify bottleneck

s

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. Test3.

Prioritise

2. Identify bottleneck

s

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

• Optimizely makes testing easier

• Dig deeper for learnings

• There are plenty of insights in failed tests

More information:

www.stream20.com

www.optimizely.com/gettingstarted/

http://www.stream20.com

http://www.optimizely.com/gettingstarted/