UX (USER EXPERIENCE) & A/B TESTING. January 2019

Transcription

1 UX (USER EXPERIENCE) & A/B TESTING January 2019

2 A B

3 B 15 % in conversion rate

4 1. What is UX/UX DESIGN? 2. Understanding your customers 3. Customer insights and using website data to develop an A/B testing strategy 4. How to start A/B testing on your website 5. Questions

5 What is UX (User Experience)

6 UX (USER EXPERIENCE/UX DESIGN) DEFINITION User experience design (UX, UXD, UED or XD) is the process of enhancing user satisfaction by improving the usability, accessibility, and pleasure provided in the interaction with a product (in this case, websites).

7 Emphasis on price Persistent about value Product variety

8 Defined customer profiles/personas Sales & Promotions focussed Understanding of different browsing styles (filters) Detailed product photos and information

9 Understanding Your Customers

10 Quantitative Research Qualitative Research What questions it addresses: What questions it addresses: How many? How often? How much? Why?

11 QUANTITATIVE RESEARCH - How many, how often, how much? Google Analytics Traffic, bounce rates, time on site, site search Traffic Insights Heat, Scroll & Click Maps Interaction and user focus Session recordings Session Recordings Identify friction points and user navigation Live Surveys Find out why people are leaving Heatmaps Scrollmaps

12 QUANTITATIVE RESEARCH

13 QUALITATIVE RESEARCH - Why? Customer Interviews Discover what your customers actually think about your website Usability Testing Get users to perform specific website tasks and ask questions along the way Competitor Analysis Take the time to analyse what competitors are doing

14 QUALITATIVE RESEARCH

15 QUALITATIVE RESEARCH

16 A/B Testing?

17 A/B TESTING DEFINITION A/B testing is a method of comparing two versions of a web page design, or layout against each other to determine which version performs better. *A/B testing is not limited to just design changes, but also content, imagery and functionality/feature changes

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19 A/B TESTING WITHOUT DATA DATA DRIVEN One in every SEVEN A/B tests is a winning test One in every THREE A/B tests is a winning test

20 A/B TESTING EXAMPLE Live chat logs Technical questions on high end products Analytics 2x more conversions when starting live chat Heatmaps Users not clicking on live chat Customer Survey Ted s are the experts

21 A/B TEST Version A (Original) Version B (Test)

22 TEST OUTCOME 92% increase in live chats 228% increase in revenue +$8,500 in 4 weeks

23 A/B TESTING EXAMPLES 26% improvement in conversion rate for online purchases ~$12,500 in additional revenue in less than one week Version A (Original) Version B (Test) 6.83% Conversion Rate 8.61% Conversion Rate

24 A/B TESTING EXAMPLES Version A (Original) Version B (Test) 33% improvement in conversion rate (Test ran for 1 week) ~$4,000 in additional revenue in less than one week

25 How to Start Your A/B Testing Strategy Today

26 GOOGLE ANALYTICS REVIEW 1. Site search review - identify top searched products and categories and improve visibility (i.e. homepage tiles, menu items, banners etc.) 2. Identify and analyse high traffic pages but low conversion rates, low page value or high bounce rates 3. Install Enhanced ecommerce tracking for additional insights

27 CUSTOMER SURVEY 1. List out a series of questions to ask your most recent customers (past 3 months) a. Demographic & Psychographic questions for personas b. Purchase motivations c. Purchase frictions d. Which competitors did they compare you against e. What issues did they have with your website and processes 2. Ask open ended questions for better results 3. Aim for at least 200 responses

28 HEAT & SCROLL MAPPING 1. Setup Crazy Egg & Hotjar to monitor click engagement and scroll activity on key pages (homepage, category and product pages) 2. Compare click activity vs. scroll distance 3. Identify if and what engaging information is being missed by most users

29 HYPOTHESIS & TEST CREATION 1. List out your key findings 2. Develop hypothesis for 3-4 a/b tests 3. Wireframe and design each test variation 4. Setup A/B testing tool - VWO (Visual Website Optimiser), Optimizely or A/B Tasty 5. Run your tests one at a time until results are statistically significant

30 Questions?

31 Thank You! Any questions about today s presentation, user behaviour research, data or getting started with your own A/B Testing plan, please feel free to send me an or give me a call on: E: raimundo@yoghurtdigital.com.au M: Raimundo Campbell Head of Strategy

32 Digital Strategy Organic Search Yoghurt Digital It s rare to find a group of people who understand numbers and still have the charm and charisma of old-school marketers. We believe that brilliant digital work happens when cutting edge analysis and full flavoured personality are brought together. Biddable Media & SEM Big agency experience. Small agency care. Small agency hustle. Some call this synergy. We call it Yoghurt. Phone: raimundo@yoghurtdigital.com.au Web: CRO / UX Level 2, Suite Cooper St Surry Hills, NSW 2010 ABN: Accounts & Client Services