How can you test with low traffic?

1. CRO
Fantasy to reality
Digital Elite Camp 2017
Pauline Marol
Head of Product @ Balinea

2. 2016
20
Tests per month
100K
Sessions/day

3. 2017
2
Tests per months
10K
Sessions/day

4. Be Honest

5. What’s your CRO profile?
Some
CRO
No
CRO
Continuous
Optimization

6. What am I short of?
Money
Skill Traffic

7. Why testing if you’re a SME?
YOU ARE
WRONG

8. Why testing if you’re a SME?
YOU OUGHT IT
TO YOUR
CUSTOMERS

9. Why testing if you’re a SME?
YOUR TEAM
NEEDS IT

10. AB testing with low traffic
and/or resources

11. Invest in training

12. Work harder on your homework
No random ideas
- Voice of customers
● Customer service
● NPS feedback
● Sales

13. Work harder on your homework
No random ideas
- Basics Analytics
● Funnel
● Exit pages
● Form analysis
● Event tracking

14. Focus on micro-conversion
Pages per visit
Exit pages
Next page path
Clicks
Traffic sources

15. Consider lower statistical significance
Statistical
significance
95% 90% 80%
Visits per variation 350k 330k 300k
# of days for the
test 70 66
60
Baseline conversion rate : 6%
Minimum Detectable effect: 3%

16. Don’t be tempted by multivariate testing

17. Test only on your top pages

18. Test radical changes

19. Test radical changes
INCONCLUSIVE

21. LOSER

22. Keep the process simple

23. If you can’t do AB testing

24. Sequential testing

25. Invest in Other (cheaper) tools
Cheaper options than
AB testing:
- Heatmap
- Session replays
- Form analysis
- Mouse tracking
- Funnel analysis
- ...

26. Invest in other (cheaper) tools

27. Invest in other (cheaper) tools

28. Use survey technology

29. User testing

30. User testing

31. Call your customers

32. No excuse

33. Skill
Training
Light process

34. Skill
Training
Light process
Traffic
Micro-conversions
Homework
Lower significance
Top pages
Radical changes
Sequential testing

35. Skill
Training
Light process
Traffic
Micro-conversions
Homework
Lower significance
Top pages
Radical changes
Sequential testing
Money
Cheaper Tool
Survey

36. Skill
Training
Light process
Traffic
Micro-conversions
Homework
Lower significance
Top pages
Radical changes
Sequential testing
Money
Cheaper Tools
Survey
User Testing
Call customers

37. Thanks!
ANY QUESTIONS?
@ pauline.marol@gmail.com
In Pauline Marol