Class 2: How to create solid hypotheses and set up powerful A/B Tests
Class 2 of the Optimizely Summer School 2015: How to create solid hypotheses and set up powerful A/B Tests For the recording, go here: http://pages.optimizely.com/summer-school-class2-rec.html Create hypotheses, set up A/B tests & increase conversions Online optimization without a clear and sound hypothesis is not a good idea. In class 2 of our Optimizely Summer School, we will show you why this is important, how to formulate a bulletproof hypothesis and how to use it to optimize results on your website. A good hypotheses helps you do better test and will always give you insights into your users; wether the test is positive or negative. In this class Annemarie de Jong, Optimization Consultant at Optimizely, will share techniques and examples to create powerful hypotheses. She will explain the Problem, Solution, Result pattern and the If..then..due to... structure of writing your hypothesis. After this class you will be able to become more effective at experimentation on your website and allows you to build on top of previous test to get better results. Should you have any questions after seeing this webinar, feel free to reach out to the presenter personally at annemarie@optimizey.com
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Class 2: How to create solid hypotheses and set up powerful A/B Tests
- 3. What is Summer School? Optimizely Summer School – Class 1 #OptimizelySchoolwww.summerschool2015.eu
- 4. Annemarie de Jong Optimization Consultant annemarie@optimizely.com @annemariedejong
- 6. Class 2 How to create solid hypotheses and set up powerful A/B tests #OptimizelySchoolwww.summerschool2015.eu
- 9. Improve annual profit by being a reliable go to store for outdoor Company Goal Reduce shipping & handling costs from returns Business Unit Increase UX of the order process Optimization Goals Relation size calculator and UX Experiment Goals #OptimizelySchool
- 10. Success metrics differ per industry Ecommerce/ Travel Media Lead Gen/ B2B Product page views Pages per visit Key content page views Add to cart rate Ad impressions Content engagement Checkout completion rate Ad viewability AD unit CTR Funnel entrance rate Average order value CPM CPC Entry field completion Conversion rate Subscription rate Conversion rate #OptimizelySchoolwww.summerschool2015.eu
- 11. There is not enough motivating imagery Page is overly focused on price Call to Action is too far down the page Problem Solution Result How to find testing ideas Add product visuals Balance price with discount Duplicate Call to Action at top of page Increased conversion rate Increased conversion rate Increased Pageviews on Checkout Page
- 12. The goal of the Hypothesis Gathering insights on your users A good hypothesis enables you to: 1. Focus on the right goals & KPIs 2. Focus on the right elements 3. Collect data to make data-driven decisions #OptimizelySchool
- 13. If______ Then______ Due to______ change result (quantifiable) rationale
- 14. If______ Then______ Due to______ change result (quantifiable) rationale IF we add a size calculator to every product page
- 15. If______ Then______ Due to______ change result (quantifiable) rationale IF we add a size calculator to every product page THEN the conversion rate will increase
- 16. If______ Then______ Due to______ change result (quantifiable) rationale IF we add a size calculator to every product page THEN the conversion rate will increase DUE TO the increased trust of buying the right size product.
- 18. Hypothesis: removing elements will allow for more product copy and less clutter on the page. Good hypothesis: if we divide the homepage in a 80-20 ratio between product related and non product related items then we will see an increase in article page views, due to the reduction of distracting elements on the page customers can better focus on article content.
- 19. Make sure you learn from every test A bad hypothesis = No actionable insights
- 22. Hypothesis: If we show text suggestive of the range of products we offer then we can increase the product page views and conversions. Due to users arriving at their preferred products easier.
- 23. Hypothesis: If we integrate weather information from Skymosity into the predictive text in the search bar then we can increase the product page views and conversions. Due to users arriving at their preferred products easier.
- 25. Hypothesis: If we hide the coupon code field behind a link then we can increase the conversions and reduce the drop off rate due to users not leaving site to go find a coupon code
- 27. Hypothesis: If we add a tab to search for vacation packages then we can increase the average order value due to the fact that users will engage with a feature they could not previously considered.
- 29. Hypothesis: If we mention all shows on the homepage then we will increase the overall engagement. Due to the better visibility of all shows.
- 31. • is easy to find if you follow the Problem, Solution, Result pattern • Consists of 3 fundamental building block: IF… THEN…DUE TO • Shows a change in a quantifiable metric • Gives actionable insights (no matter the outcome) So a good hypothesis…
- 32. Annemarie de Jong Optimization Consultant annemarie@optimizely.com @annemariedejong
- 33. Sign Up for the next Class!
- 34. Until Class 3!
Hinweis der Redaktion
- Give examples for each element: 1) What can be the variable
- Give examples for each element: 1) What can be the variable
- Give examples for each element: What can be the variable Some potential (quantifiable) results
- Give examples for each element: What can be the variable Some potential (quantifiable) results Some potential explanations