Chris Dayley Searchlove Boston - Powerful A/B Testing User Insights
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This document discusses the importance of A/B testing and continuous optimization (CRO) for websites. It provides tips for gaining insights into audiences through analytics and user testing methods like heatmaps and recordings. Various testing methods are presented, like testing different content lengths and form placement. The results of tests show how minor changes can significantly impact metrics like conversions and bounce rates. The key message is that testing is crucial to move the needle on important metrics and understand user preferences that aren't always evident from surveys.
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Chris Dayley Searchlove Boston - Powerful A/B Testing User Insights
- 1. #Searchlove @Chrisdayley Powerful A/B Testing User Insights
- 7. 2013 Non-Keyword Ranking Factors
- 8. 2015 Non-Keyword Ranking Factors
- 10. #Searchlove @Chrisdayley “Not my problem, my designers just suck” Designers
- 11. #Searchlove @Chrisdayley Onsite metrics can no longer be considered “SOMEONE ELSE’S PROBLEM”
- 12. Bad or even mediocre design is becoming less & less tolerable. #Searchlove @Chrisdayley
- 14. So do you need to start doing CRO now? #Searchlove @Chrisdayley
- 15. 1 Gain Insights About Your Audience 2 Move the Needle 3 Easy Content Test 4 Test Results #Searchlove @Chrisdayley
- 16. Gaining Insights About Your Audience #Searchlove @Chrisdayley
- 18. Focus groups User recording sessions User testing feedback Eye-tracking sessions Polls / surveys Heatmaps Analytics #Searchlove @Chrisdayley
- 19. Surveys & Polls #Searchlove @Chrisdayley
- 20. For User Experience It`s a load-o-crap #Searchlove @Chrisdayley
- 22. #Searchlove @Chrisdayley http://hbs.me/1QleHnI 90-95% of purchase decisions occur in the subconscious mind
- 23. Surveys & polls get the rationalization out of people #Searchlove @Chrisdayley
- 26. http://bit.ly/1qD4oX2 #Searchlove @Chrisdayley The Hawthorne Effect: People behave differently because they are being observed
- 27. WASTE OF TIME!! Focus groups Polls Surveys #Searchlove @Chrisdayley
- 31. $$ & time #Searchlove @Chrisdayley User recording sessions User Testing Feedback Eye-tracking sessions
- 34. Where are people clicking? How far are people scrolling?
- 39. Bounce rates are only bad for certain pages. #Searchlove @Chrisdayley
- 42. #Searchlove @Chrisdayley Bounce Rates 48% Product Views 410%
- 44. Don’t overload users with content #Searchlove @Chrisdayley
- 46. Content & UX should be given equal planning time. #Searchlove @Chrisdayley
- 49. Who do you optimize for? #Searchlove @Chrisdayley
- 50. @chrisdayley
- 51. @chrisdayley
- 54. Failed tests are equally as important as successful tests. You just learned what your audience doesn't like. #Searchlove @Chrisdayley
- 56. @chrisdayley
- 59. How much content does the audience want from an article? #Searchlove @Chrisdayley
- 60. Is it different on mobile & desktop? #Searchlove @Chrisdayley = ?
- 62. 3 Variations: Short (< 500 words) Medium (500-1,000 words) Long (>1,000 words)
- 63. #Searchlove @Chrisdayley 64.9% 1750 Words1055 Words542 Words 76.7%45.5% TOP 1:30 TOP 3:49 TOP 4:47
- 64. #Searchlove @Chrisdayley 542 Words 1055 Words 1750 Words 76.9% 62.2% 44.4% TOP 3:36 TOP 4:37 TOP 2:01
- 65. #Searchlove @Chrisdayley Mobile Winner 83.1% Desktop Winner DONATIONS 28.4% DONATIONS
- 68. 146.2% -46.6% Form Completion V3 – Winner!