#2 CXL review- Running Growth Experiments
Running Growth Experiments
In this lesson, i learnt how to run growth test through Research & Testing
When it comes to optimization, there are 3 things we need to measure
- We need to Test: more effective changes to our website, to our landing pages whatever, wherever the traffic is landing on. That means we need to test the right things to make a good business impact.
- Reduce the cost/duration of Optimization: We cannot be brainstorming five months about one test hypothesis. We need to be fast. We need to generate good test ideas really, really fast to reduce the cost.
- Improve the speed of experimentation: As Sean would say, the more tests we run, the faster pace we have when it comes to experimentation, the faster we reap the benefits.
So when your target audience, somebody from your target audience lands on your website, do you know what is their number one purchasing criteria? Number 2, number 3, number 17. Well, if you don’t know that, how are you able to sell them successfully anything? You have to know exactly what matters to them
The discovery of what matters is the centerpiece of any optimization work.
You don’t need every data, you need data that answer business questions.
Data is passive, if you torture data long enough it would confess.
There are 6 types of test, to consider in running a research test, which is the research XL
#1 Technical analysis
Does your site work flawlessly with every single browser and device, browser and device combination?Easy way to figure it out is you goto your web analytics tool and you compare your key metric revenue per visitor or conversion rate,whatever it might be per a browser device comeback.So you see in an Explorer 10 converts at 5%,in an Explorer 11 converts at 2%.That’s almost two times difference, what’s going on?So probably you need to do some cross browser testing there.
So spend time identifying underperforming browser device segments.
#2 Heuristic Analysis
So we should go through our website, mobile, and desktop separately, page by page with a team of people, and we critique every single screen that we see based on fixed criteria. This is called heuristic analysis.
It’s just a quick way to figure out possible problems that you will now go and gather data for.
Relevance- If I search for black shoes, does it send me directly to a black shoe landing page.
Clarity — — Improve the clarity of your value proposition with what’s on the website.
Motivation — Does it motivate me to sign-up(Take action), how many websites did the user search before buying on this website.
If you want me to take action, increase my motivation.
Friction — — reduce the friction to take action on the site: if you use a form analytics tool, like for Messima.
which fields are they filling out or not, which fields give you error messages, which fields are when they go in and delete and write something new. If you don’t know this stuff, how can you make your forum better?
In heuristic analysis, you need to figure out what is wrong with the picture in every page you visit.
#3 Digital analytics
So in digital analytics, for our purposes,conversion optimization and growth purposes,we are mainly interested in these four things.Number one, where are the leaks?So if you look at the shopper’s journey on your website,so if you’re ecommerce,the journey is category per product,cart, checkout, and however many steps you have there.If your size, it might be in a landing page features to pricing, onboarding step one, two, three.So whatever your funnel is, where are the biggest leaks between these layers of your website?So we need to know that.Second are, well, let’s look at the data based on across different segments.So of course, mobile, desktop, tablets,your key traffic channels,whatever segments are important in your particular business.And then we need to understand what is it that the users are doing on this website.And this is a massive problem for most websites because they’re not measuring every single thing user can do.
Saas, : Landing page>Features>pricing > onboarding step123
And then we need to understand what it is that the users are doing on this website.And this is a massive problem for most websites because they’re not measuring.
Every interaction on the website has to be recorded.
We are doing this tracking to understand leaks,
Because we need to understand which actions correlate with higher conversion rates,and then we want to get more people to take that action that correlates.
Sean was talking a lot about Twitter.In Twitter they found out that if users,when they first create the Twitter account,follow 30 people during their onboarding,they’re much more likely to become an active Twitter user.So if you don’t measure how many people they’re following,how can you optimize that?So you need to measure every single thing.
Google Tag Manager is your friend or Tealium with your enterprise or there are tools like Heap Analytics, that all measure every single thing that happens in your browser and on
And then how do we do that? Wow, well on is like, let’s make that thing orange, it stands out better. So, maybe more people will see it then and use it. Run an AB test and we’re actually losing money.
ow, well on is like, let’s make that thing orange, it stands out better. So, maybe more people will see it then and use it. Run an AB test and we’re actually losing money. It’s like, what, how’s that possible? And then we started to dig in the data and what we found was that the number of people using this feature did not change. Still 10%
We optimized the check-out page. Ways of improving the check-out page is to highlight how secured the page is.
#4 Mouse tracking and form analytics
- Where do they click
- How far do they scroll on a given page
- Difference between devices
- Session replays
So, by far the easiest way to get people to scroll down all the way, I mean nobody scrolls all the way but you increase the number of people who scroll further down to maintain single background color.
Session replay tools
And session replays. So tools like hot chars, session cam, the Sybil insight, and so on. They record videos of people using your site.
#5 Qualitative surveys
So qualitative research is all about the why and also it’s all about our target audience, how they behave, what do they want, what are they don’t want, what’s their turnoff, what’s their turn on?
-Which problem are they solving
-How are they deciding?
-What’s holding them back?
-What else do they want to know
So we need to understand, of course, their problems that we’re solving, what do they want to buy, how do they want to buy it, all that stuff
So open-ended questions and I like to always focus on uncovering the friction. What kind of doubts and hesitations did you have before buying? What is the one thing that nearly kept you from buying? What kind of questions did you have about the product? What, you know, all that stuff. And also you want to ask about who they are. I like to ask a question, tell me something about yourself. And it is interesting to pay attention to what people volunteer to say about themselves and you’ll start seeing patterns very quickly ther
N/B: Note shipping cost on a check-out page.
#6 User Testing
You guys probably familiar with user testing but we recruit people from who represent our target audience and we can recruit them through tools like usertesting.com or TryMuUIor if you’re a general market like you sell average people,it’s you can recruit from Craigslist, we’ve done that very successfully