Experiments using Google Optimize: How to make the best experience for your online retail customers

Experiments using Google Optimize
How to make the best experience for
your online retail customers
by AJ Davis, founder of Sitleo

▪ Learn how to identify impactful changes for your
ecommerce site
▪ Demo how to set these changes as A/B tests using
Google Optimize
▪ Discuss ways you can leverage this for your business
Goal: Make data-driven decisions to improve your
customer experiences.
Agenda
What we’ll do today
aj@sitleo.com | @AJDavis_ | AJ Davis on LinkedIn

“ Our success at Amazon is a function of
how many experiments we do per year,
per month, per week, per day.
— Jeff Bezos, CEO at Amazon

Expertise in customer data, including:
● Clearhead: Senior Optimization
Director across IR 500 and Fortune
10 brands
● Google: UX Researcher on Google
Optimize and other products
Background

Runs Sitleo, an experience optimization
company. We help companies solve their
biggest, boldest, toughest customer
problems … using highly focused “this not
that” testing.
Today

Customer data
A few definitions
CRO: Conversion rate optimization.
Process of increasing the % of visitors who take a desired action (such
as ordering, filling out a form, etc).
A/B Testing.
Comparing 2 or more versions of a website or app experience to
understand which is better. Experiences are shown at random to users.
UX: User experience.
All interactions with a company, services, and products.

Test what matters
Business goals
Goals are the objectives that help
your business grow.
Ask yourself: What do you need
customers to do to achieve your goals?
This could be signing up for your
newsletter, purchasing from your
e-comm store, among others.

Test what matters
Identify opportunities
Opportunities are either problems
standing in the way of achieving your
goals - or an unrealized chance to get
closer to your goals.
Ask yourself: (1) What do your
customers need from you that doesn’t
currently exist? (2) What do my
customers struggle to understand or do
with my product/app/website?

Test what matters
Lastly, Ideas
Ideas are specifically defined
solutions to the opportunities
we just identified.
For optimization, they need to
be specific, measureable, and
actionable.

(1) Goals.
Who are your customers? What do you want them to do?
(2) Opportunities.
What keeps your customers from [your goal] today? Be specific!
(3) Ideas.
What can we do about it on your website? Be specific!
Test what matters
Example 1: Elizabeth Rupp from Kawaii Craft Kits

Test what matters
Example 2: Ben Franklin from Square Flower
(1) Goals.
Who are your customers? What do you want them to do?
(2) Opportunities.
What keeps your customers from [your goal] today? Be specific!
(3) Ideas.
What can we do about it on your website? Be specific!

Do these:
▪ Focus on solving problems
your customers have
▪ Start with simpler tests with
specific, focused changes
▪ Test for at least 2 weeks and
until you reach statistical
significance
A/B testing
Pro-tips
Avoid these:
▪ Running a test “just because”
▪ Cutting a test short or acting on
incomplete data
▪ Testing really complicated ideas
(break them down instead!)

A/B Testing
Steps for testing
Step 2
Build your test & QA it to
make sure it works as
expected. Launch it!
Step 1
Form a specific idea &
write out what you
expect to happen.
Write a test plan.
Step 3
Monitor the data
regularly, but don’t end
too early! Analyze data
for new problems /ideas.

We should change X because of Y.
Example: We should have one clear CTA on the landing page of
Kawaii Craft Kits.com.
Why? Visitors have several choices on the homepage and may have
their attention diverted from actions that matter most.
Test what matters
Example 1: Kawaii Craft Kits

Test what matters
Example 2: Square Flower
Example: We should change the header text from “30-night trial to
call it your own & free returns” to “Guaranteed that you’ll love it - or
your money back!”
Why? We believe this streamlines the value prop from “30 day trial”
and “free returns” to a more common “Guaranteed you’ll love it!”

Test what matters
Example 3: Square Flower
Example: We should move up the brand value prop on the homepage
to below the hero.
Why? We believe the value prop sets apart Square Flower, and by
having it higher up on the homepage, visitors will be more likely to
purchase.

▪ Learn how to identify impactful changes for your
ecommerce site
▪ Demo how to set these changes as A/B tests using
Google Optimize
▪ Discuss ways you can leverage this for your business
Goal: Make data-driven decisions to improve your customer
experiences.
Agenda
What we’ll do today

An exercise
(1) Partner up!
(2) Intro yourself.
Name, company, your favorite relaxing weekend activity.
(3) Turn back up here

Discuss It #1
What have you done with testing your
customer experience?
▪ If you haven’t done any testing before, talk about why
this might be and what you can do about it.

Discuss It #2
What are your top 2-3 goals?
▪ What do you want your website/app/product to do
for customers?

Research methods
Additional tools for CRO
Who are my customers?
▪ Surveys
▪ Interviews
▪ Analytics*
▪ Ethnography
What are they doing
today for this problem?
▪ Analytics
▪ Surveys
▪ Observation
▪ Interviews
Is my solution making things
better / easier?
▪ Interviews*
▪ Prototype Test
▪ Usability research
▪ A/B testing

▪ Get your whole team involved
▪ Recruit from outside your
friends and family circle
Act on some insights other than your
own.
Research tools
Additional tools for sprints

Discuss It #2
What problems does your
product/app/website have?
▪ Are these the biggest / boldest / best problems to
work on?
▪ How do you know?

Discuss It #3
What idea(s) do you have for solving?
▪ Challenge yourself to frame these ideas:
▫ We should do {a specific change} on {a page or section}.
▫ If we do this, users will do {something measurable} and {our goal will
be achieved}

Thank you!

▪ Do you need help with experimenting on your site?
We’d be happy to work with you!
Connect with AJ & Sitleo in any of these ways:
▫ aj@sitleo.com or info@sitleo.com
▫ Twitter: @AJDavis_
▫ AJ Davis on LinkedIn | Sitleo on LinkedIn
▫ www.sitleo.com
Contacting AJ
Need CRO or UX help?

Experiments using Google Optimize: How to make the best experience for your online retail customers

Experiments using Google Optimize: How to make the best experience for your online retail customers

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Experiments using Google Optimize: How to make the best experience for your online retail customers