When your online business is running at full capacity, it is important to know where the site is losing money and what are the points you can optimize in order to increase your return.
At this stage, the A/B test is usually launched with the purpose of optimizing a specific email marketing strategy, making our landing pages more effective or just optimizing our website to improve its profitability.
So far so good, but the real problem lies in the results, usually confusing and inconclusive, obtained when we do testing.
According to Optimizely, only 19% of the A/B tests generate a real benefit or a palpable learning that improves companies' income. Very little, isn't it?
If the tests are not previously developed following a methodology that can point you in the right direction, it will be like using a sledgehammer to crack a nut. You will go crazy while testing and you will never get clear enough percentages to decide for a winning option.
To solve this issue, in Improving Metrics we use a methodology widely tested by industry experts that give us very high success rates. A methodology focused on improving not only the conversion but also the final income generated by the users.
The process always starts with a state-of-business analysis, together with the objectives definition and the formulation of different hypotheses that will evolve upon reaching the final conclusions.
Here it is the Conversion Rate Optimization process in 7 steps:
1. HEURISTIC ANALYSIS OF USER EXPERIENCE:
In this first step, you must perform a web analysis from your experience as a user.
Browse the site and identify in which points it does or doesn't meet the user expectations, the clarity in their messages, whether it adds value, the points of doubt or uncertainty and the distractions that the page can cause.
Classify the elements according to the generated interest, the distraction or the friction that can make a user to leave the site.
You'll be amazed how many "broken things" you'll find just by browsing the web without looking at any more data.
2. TECHNICAL ASPECTS ANALYSIS:
In this step, you will measure the most technical points of your site.
You will analyse factors such as page load speed or adaptability to different devices and browsers. This way, you will discover possible differences between them, and this will allow you to increase the income through quick changes.
3. DATA ANALYSIS:
At this point, and once again, Google Analytics (or the tool you implemented) will be your best detective, as it will offer you the most hidden keys of the site.
You need to know what is happening on your website and how different marketing actions are making an impact on it. Which data is being stored, whether it is correct or not, and whether you may be interested in extracting different data or improving the current collection.
4. MOUSE TRACKING VISUALISATION:
Knowing the user's browsing flow and site hot spots will help you improve the profitability of your online business.
The user click rate in the different areas of the website, the scrolling rate, as well as the tracking of sessions to check how the user interacts with the site or to verify if your forms are fully working are some of the aspects to be considered.
5. QUALITATIVE SURVEYS:
How unfair is the bad reputation of the surveys. Of course, they are slightly bothersome, but, although it may not seem like it, they are filled up more frequently than we think and offer much more information than we could imagine.
To implement surveys is not just asking the users things that "we want to know". It is necessary to launch them in defined places and with concrete objectives, otherwise, it will be impossible to get conclusions from them.
We may implement exit surveys, impacting the user when leaving the site; or page surveys, where they are asked to fill out a simple form related to a specific page.
6. TESTING WITH USERS:
Corroborate your user experience by creating a group of people who can test your web by browsing it and asking for their thoughts is the last step before doing the tests.
You will only have to guide them through the concrete actions they will take inside the site and observe their navigation flow to identify once again their points of friction, confusion, distraction, etc., but from multiple points of view.
7. ACTION PLAN:
After completing the six previous steps, you will be able to draw up a flow for what will be your action plan to prepare the A/B tests.
At this point you have identified each one of your problems, now you only have to organize the actions to carry out and establish a priority list.
It is necessary that the way to prioritize these tests is based on three parameters:
1. Implementation speed and cost: It's quite different changing a text or completely redesign a landing page.
2. Business impact: It is necessary to internally understand who is responsible for each environment to be tested. It is difficult to test on home pages if there are many people "interested" in maintaining their niche.
3. Possible gain: It is necessary to analyse at which point of the conversion funnel the test is happening since the impact can vary depending on how close the user is to the final purchase.
This way we ensure not only a greater number of successful tests but also a greater impact in the final business thanks to the making of an optimization plan made with a widely tested methodology.
Do not hesitate to contact us if you want to know more.