Today’s question is at the heart of AB testing. “How do you decide what elements of a site to test?” We call the test “hypotheses.”
But, a better question is, “How do you determine what NOT to test.”
It’s relatively easy to come up with ideas that might increase your conversion rate. We typically come up with fifty, seventy-five, one-hundred or more ideas for each of our client sites. Filtering through this list is the hard part.
The Five Steps
In this week’s podcast, I take you through the five steps we use to determine what to test on a website.
- Step One: Look for Evidence
- Step Two: Rate the Traffic
- Step Three: How Hard is it to Test?
- Step Four: What does experience tell you?
- Step Five: Bucket the Winners
We’re pretty good at picking low-hanging fruit. Last year 97% of our clients continued working with us after our initial six-month Conversion Catalyst program that uses this approach.
Each of our hypotheses gets an ROI score using the following formula:
ROI = Evidence + Traffic Value + History – Level of Effort
Once we’ve ranked all of our hypotheses, we classify them into buckets.
Bucketing Your Hypotheses
I also talk about how we classify hypotheses into buckets.
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- How a Marketing Podcast Gives Brands a Human Voice - February 26, 2020