Chris Dayley Searchlove Boston - Powerful A/B Testing User Insights

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Chris Dayley

Here is the presentation I gave today at Searchlove Boston

Marketing

#Searchlove @Chrisdayley
Powerful A/B
Testing User
Insights

#Searchlove @Chrisdayley
“Not my problem,
my designers
just suck”
Designers

#Searchlove @Chrisdayley
Onsite metrics can no
longer be considered
“SOMEONE ELSE’S
PROBLEM”

Bad or even mediocre design
is becoming less & less tolerable.
#Searchlove @Chrisdayley

Wasting Traffic?
#Searchlove @Chrisdayley

So do you need
to start doing
CRO now?
#Searchlove @Chrisdayley

1
Gain Insights
About Your
Audience
2
Move the
Needle
3
Easy Content
Test
4
Test
Results
#Searchlove @Chrisdayley

Gaining Insights
About Your
Audience
#Searchlove @Chrisdayley

Getting analytical
#Searchlove @Chrisdayley

Focus groups
User recording
sessions
User testing
feedback
Eye-tracking
sessions
Polls / surveys
Heatmaps
Analytics
#Searchlove @Chrisdayley

Surveys & Polls
#Searchlove @Chrisdayley

For User
Experience
It`s a load-o-crap
#Searchlove @Chrisdayley

#Searchlove @Chrisdayley
http://hbs.me/1QleHnI
90-95% of purchase
decisions occur in
the subconscious
mind

Surveys & polls
get the
rationalization
out of people
#Searchlove @Chrisdayley

http://bit.ly/1qD4oX2
#Searchlove @Chrisdayley
The Hawthorne Effect:
People behave
differently because
they are
being observed

WASTE OF
TIME!!
Focus groups
Polls
Surveys
#Searchlove @Chrisdayley

$$ & time
#Searchlove @Chrisdayley
User recording
sessions
User Testing
Feedback
Eye-tracking
sessions

Where are
people clicking?
How far are
people scrolling?

Moving the
Needle
#Searchlove @Chrisdayley

Bounce rates are only bad
for certain pages.
#Searchlove @Chrisdayley

#Searchlove @Chrisdayley
Bad Bounce
Rates

#Searchlove @Chrisdayley
Bounce Rates
48%
Product Views
410%

Don’t overload users with content
#Searchlove @Chrisdayley

Content & UX should
be given equal
planning time.
#Searchlove @Chrisdayley

Big
Changes
=
Big
Impact
#Searchlove @Chrisdayley

Who do you optimize for?
#Searchlove @Chrisdayley

Failed tests are equally as
important as successful tests.
You just learned what your
audience doesn't like.
#Searchlove @Chrisdayley

How much content
does the audience
want from an article?
#Searchlove @Chrisdayley

Is it different on mobile & desktop?
#Searchlove @Chrisdayley
=
?

3 Variations:
Short (< 500 words)
Medium (500-1,000 words)
Long (>1,000 words)

#Searchlove @Chrisdayley
64.9%
1750 Words1055 Words542 Words
76.7%45.5%
TOP
1:30
TOP
3:49
TOP
4:47

#Searchlove @Chrisdayley
542 Words 1055 Words 1750 Words
76.9% 62.2% 44.4%
TOP
3:36
TOP
4:37
TOP
2:01

#Searchlove @Chrisdayley
Mobile Winner
83.1%
Desktop Winner
DONATIONS
28.4%
DONATIONS

146.2%
-46.6%
Form Completion
V3 – Winner!

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

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In her talk, Natalia will introduce the absolute essentials of the International SEO Strategy, Process and Execution. Through the 5 essential International SEO tools we will also learn about the international SEO mindset, which is no less important than the toolset itself. From troubleshooting, data analysis, rank tracking and improvement implementation, we will cover the must-haves between the tools, that at the same time, don't break the bank. Without going too far away from Google, we will touch base on tools that are also relevant to Baidu and Yandex SEO tasks. Never done any International SEO before? Perfect! This talk will equip you with actionable steps to go and try the international SEO approach yourself, for the very first time! A seasoned SEO expert who has done International in the past? Make sure your tools and approaches are up to date. As with any SEO area, International SEO is never boring.

Five Essential Tools for International SEO - Natalia Witczyk - SearchNorwich 15

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Join Raquel Serrano, Senior Web Analyst & CRO at LYNX, as she uncovers the secrets hidden within GA4 reports like Funnel Exploration, Path Exploration, and User Explorer to uncover bottlenecks and opportunities in user journeys, particularly for non-e-commerce websites. Discover Where Users Encounter Hurdles: Learn how to leverage GA4 to pinpoint where users face challenges on your website, such as during sign-ups or form submissions. Gain insights to enhance these areas and streamline the user experience. Identify Optimal Paths: Utilize GA4 to analyze user pathways on your site, distinguishing effective routes from less successful ones. Enhance successful paths and optimize or eliminate ineffective ones for improved user engagement.

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The Future of Brands on LinkedIn - Alison Kaltman

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

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Chris Dayley Searchlove Boston - Powerful A/B Testing User Insights

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