How to create better A/B tests based on user research

How to create better A/B tests based on user research

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  Karl Gilis -@AGConsult
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  @agconsult
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  Karl Gilis -@AGConsult Since 2001
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  Some of ourclients @agconsult
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  How to createbetter A/B tests based on user research Karl Gilis @agconsult
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  Welcome to myworld
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  The world ofAB-testing
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  @agconsult
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  It's not becauseyou own a typewriter, that you'll become the next best-selling author. @agconsult
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  @agconsult
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  1. Don't testevery idea that pops into your head
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  Because most ofthese ideas are stupid
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  2. Don't blindlyfollow so-called best practices @agconsult
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  Green  check  marks  always  work!     Really?   @agconsult
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  No matter whatthe bullets said, the green checkmark versions always won.
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  And so thegreen checkmark myth was born ü This product sucks ü Burning your money is better than buying this sh*t ü Read my lips: DO NOT BUY THIS!   @agconsult
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  Nothing. Zilch. Nada.-5,1% -5,9%
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  @agconsult
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  "AB-testing isn't aresearch tool. Use it to validate your homework." Karl Gilis - @AGConsult
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  AB-­‐tes7ng  without  user  research  =  gambling!   @agconsult
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  You have tofind out what works best for your website @agconsult
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  You have tofind out what works best for your audience @agconsult
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  You have tofind out what works best for your product or service @agconsult
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  Question Why would youvisit the website of a petrol station brand such as Shell, Total, Esso, Avia or Texaco? What is your goal?
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  Making a shittywebsite a bit less shitty: that's not our goal, is it? @agconsult
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  #greatmarketingstartswithnotsucking Avinash Kaushik
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  What's the goalof my site What's the goal of my visitors Karl Gilis - @agconsult
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  Ask  your  visitors  &  (poten7al)   clients  the  right  ques7ons     Targeted  surveys  are  one  of  my  favourite  methods.     .   @agconsult
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  Some of myfavorite questions •  On website •  What is the purpose of your visit to our website today? •  What are the most important things when buying …? •  What’s keeping you from buying this product right now? •  What’s holding you back from completing your purchase today? •  What convinced you the most to decide to ask a quote? •  Was there something that made you hesitate? •  Existing clients •  What convinced you the most to buy this product from us? •  What’s the one thing that nearly stopped you buying from us? •  What would you miss most if your X broke down / if we took away X •  What's the most important thing X helped you to achieve?
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  no destination inmind 43% time frame in mind 51% 78% no fixed dates type of vacation (sun, culture,…) 84% @agconsult
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  On  the  homepage  of  a  webshop,   do  you  push  products  or     product  categories?  
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  What is thepurpose of your visit to our website today?
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  + 188% moreclicks + 75% more sales from homepage visitors
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  Push  product  categories  instead  of   individual  products     This  depends  from  site  to  site.  But  most  of  the  7me  it  works.  Big  7me.   .   @agconsult
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  What is thepurpose of your visit to our website today?
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  23 x morepeople use the dealer locator
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  Give  people  what  they  want     As  long  as  it  helps  your  business.   .   @agconsult
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  120,4% more dealersearches
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  Top  tasks  can  be  different  from   device  to  device     Once  again:  do  your  research!   .   @agconsult
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  14,3% more searches
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  Use  the  same  words  your  users  do     Not  the  ones  you  use.   .   @agconsult
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  78% more clicksfrom this landing page to a product page.
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  Use  bullet  lists     Especially  above  the  fold  on  product  and  landing  pages.   @agconsult
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  What are themost important things when buying a used car, besides price & how it looks?
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  26% more reservations
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  Put  what's  important  for  your   visitors  on  the  leO  side  of  your  page     This  can  some7mes  make  a  difference.  Some7mes  it  doesn't  do  sh*t.   .   @agconsult
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  What convinced youthe most to decide to ask a quote? Was there something that made you hesitate? 77,1% more requests for quote
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  Know  what  your  clients  &  visitors  want     And  get  filthy  rich  J   .   @agconsult
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  What's holding youback from completing your purchase today?
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  No difference atall
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  5,9% more saleson desktop and tablets
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  61% more saleson smartphones
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  If you don'tcare about words, you're a decorator. Not a designer. Karl Gilis - @agconsult
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  Give  compliments.  Encourage  users.     Usability  is  more  than  reducing  fric7on!   .   @agconsult
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  Stop selling theway you want to sell Sell the way people want to buy Karl Gilis - @agconsult
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  Wide range oftools & methods @agconsult • User testing • Analytics • Click heatmaps • User sessions recordings • Form analysis • Screenshot testing • 5 second tests • …
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  Get insights onhow to use these tools at http://www.slideshare.net/agconsult + many cases as a source of inspiration.
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  Tools are veryhelpful @agconsult
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  But to connectthe dots … @agconsult
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  You need touse the most important tool you have @agconsult
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  One more thingabout #notsucking
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  It will probablywork on short term. But is this the kind of relationship you want? Karl Gilis - @agconsult
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  @agconsult
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  Our job? #makingvisitorshappy Karl Gilis- @agconsult
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  That's it! Thx @agconsult [email protected] www.agconsult.com
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  Get my freeebook now ü 10 conversion tips that work on every website ü 15 cases from the real world ü 6 best practices from leading websites è  www.agconsult.com/ebook.html è  www.slideshare.net/agconsult Already more than 6.865 downloads