Basic strategy 

and test ideas


Tai Rattigan


Partnerships EMEA

tai@optimizely.com

linkedin.com/tairattigan

Today:
Testing Strategy 101
•
Your first experiment ideas
•
Is it ready yet?

Let’s go back and
look at the basics…


3 Steps before every experiment


  1. Define your goals & start tracking them
    • CTR to event pages?
    • Tickets purchased?

  2. Come up with a hypothesis

  3. Define your test subjects / target audience
 

Order Funnel

(Small sample size / traffic,
marco conversions)


Homepage
Landing Pages

(Big sample size / traffic,
micro conversions)


  • Macro Conversions?

Revenue, Orders, Leads
 +  Bottom line metric!
 –  Often far away from where the magic is happening


  • Micro Conversions?

Clicks, pages reached (eg,  order funnel), scroll depth
 +  Higher, easier to detect uplifts
 -  Might only impact page experimented on


Ideas… keep ’em coming!

 

Do you have a list / backlog of testing ideas?

Collect centrally!!

Don't have ideas already?

Analytics 

Usability testing / hallway tests
(http://usertesting.com)

Heatmaps

Optimizely Partners



This team has data ,
not opinions.

Ryan Meerstein, Targeted Victory

Statistics

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Basic Strategy and Testing Ideas

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Basic Strategy and Testing Ideas

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