Slides to go with a talk on rapid, lightweight research you can do before tackling a landing page, funnel step or lead-gen form. Comes complete with all the Google Analytics reports you'll need to mine useful data to share! Less bullshit, more truth in meetings!
4. 1 Tool Installed
2 Stupid testing
3
4
Peak of Stupidity
5 ROI questioned
6 Statistics debunked
7 Faith crisis
8
The Trough of Testing
Scaled up
Stupidity
9 Where, How, Why
10 Data science
11
Testing to learn
12
Innovation
Testing
@OptimiseOrDie
5. @OptimiseOrDie
• Do some Analytics modelling
• Understand the shedding of
layers
• Narrow your focus and scope
• Bank better gains earlier in time
1
Test in the Right Places
6. Is there anything holding you from
doing conversion research?
1. Time
2. Client/Company Buy-In
3. Budget
4. Don’t know where to start
8. @OptimiseOrDie
1 Hour Page Analytics
Influence Pages
Entry Points
Landing Pages
Device Mix
Customer Mix
Traffic Mix
Flow
Intent
Marketing -> Site
flow
Page or Process
Next Steps
Abandonment
Exits
Mix of abandonment
Flow
10. @OptimiseOrDie
1 Hour Landing Page Analytics
• How old are the visitors?
https://www.google.com/analytics/web/template?uid=hab8Ta93SCCffUpjefjtNQ
• What are the key metrics like (e.g. bounce rate, conversion)?
https://www.google.com/analytics/web/template?uid=hab8Ta93SCCffUpjefjtNQ
• What is the goal or ecommerce conversion through this page?
https://www.google.com/analytics/web/template?uid=hab8Ta93SCCffUpjefjtNQ
• What channel traffic comes to the page?
https://www.google.com/analytics/web/template?uid=Kjb9q8M4QN-fsPe8dOGaig
• What is the mix of tablet / mobile / desktop to the page?
https://www.google.com/analytics/web/template?uid=wLMUWs8eTIa3_mmQHOtPkw
• What are the resolutions of devices?
https://www.google.com/analytics/web/template?uid=wLMUWs8eTIa3_mmQHOtPkw
• How slow are the landing pages?
https://www.google.com/analytics/web/template?uid=AavFsgMoRkucYYKnxlB76Q
• What are the pages right after the landing page?
(Use a landing page report and choose the ‘Entrance Paths’ to show next pages.)
• What is the flow like from this page?
(Use the Behaviour Flow Report)
• What does it look like on the top devices?
(Use real devices + Appthwack.com, Crossbrowsertesting.com or Deviceanywhere.com)
19. @OptimiseOrDie
1 Hour Landing Page Analytics
• How old are the visitors?
https://www.google.com/analytics/web/template?uid=hab8Ta93SCCffUpjefjtNQ
• What are the key metrics like (e.g. bounce rate, conversion)?
https://www.google.com/analytics/web/template?uid=hab8Ta93SCCffUpjefjtNQ
• What is the goal or ecommerce conversion through this page?
https://www.google.com/analytics/web/template?uid=hab8Ta93SCCffUpjefjtNQ
• What channel traffic comes to the page?
https://www.google.com/analytics/web/template?uid=Kjb9q8M4QN-fsPe8dOGaig
• What is the mix of tablet / mobile / desktop to the page?
https://www.google.com/analytics/web/template?uid=wLMUWs8eTIa3_mmQHOtPkw
• What are the resolutions of devices?
https://www.google.com/analytics/web/template?uid=wLMUWs8eTIa3_mmQHOtPkw
• How slow are the landing pages?
https://www.google.com/analytics/web/template?uid=AavFsgMoRkucYYKnxlB76Q
• What are the pages right after the landing page?
(Use a landing page report and choose the ‘Entrance Paths’ to show next pages.)
• What is the flow like from this page?
(Use the Behaviour Flow Report)
• What does it look like on the top devices?
(Use real devices + Appthwack.com, Crossbrowsertesting.com or Deviceanywhere.com)
20. @OptimiseOrDie
2 Hour Plan!
• Form Analytics data
• Scroll or Click Maps
• Make a horizontal funnel from the landing page
• Check the:
– Marketing Creatives / SERP fully
– Look at Landing page ZERO!
25. @OptimiseOrDie
4. If you have 4 hours
• Set up a poll or survey (See my tools slides)
• Set up an exit (bail) survey
• Friends, Family, New Employee user testing
• Guerrilla user testing
• Snap interviews (Sales, Customer Services)
• 5 Second Test
27. - Session Recordings
- Reviews / Social
- Exit Surveys
- Interview Customers
- Interview Sales Team
What Else?
28. Thank You!
Email me sullivac@gmail.com
Slides bit.ly/googfintech
Linkedin linkd.in/pvrg14
Notes de l'éditeur
So – a boring intro bit about me – don’t worry – it’ll be over quickly.
You can have a look at your phones for a couple of minutes or just watch David Lynch’s finger instead.
I’ve been working on this presentation and thinking about it for over two months now. And this is one of the first graphs I wanted to include, because it represents the hype cycle in AB testing.
This is what a lot of companies go through with new technology adoption, so I wanted to show you what the AB testing hype cycle would look like [CLICK]
I hope you enjoyed my talk as much I did writing it.
All my details are here including the slides, for you to download.
Go forth and Optimise!