Many are talking about growth and product analytics, but how many well established companies are leaving behind their old ways of design by committee? In this post I want to highlight a common scenario and promote the modern approach to product development.
Once upon a time…
I received a heads-up from a UX team about an AB test they wanted to run for a new page they had designed. My first reaction was “great, you don’t want to just roll out a new page, you want to make sure it has the desired outcome.”
So what was the desired outcome? By digging a bit deeper, I discovered that…erm, there wasn’t one. The “KPIs” had been plucked out of thin air and they were not relevant to the page in question.
For example, one of the success metrics for the test was bounce rate. This suggests there was a high bounce rate to begin with, which in-turn prompted the redesign. But this page is rarely an entry page, so why were the team redesigning a page to reduce bounce rate?
It occurred to me that the team had no idea why they had created this new page and had no clear objectives for the redesign. They were trying to solve a problem that didn’t exist…or did it?
The page in question, was the top of a funnel. By digging into the data, we discovered that the drop off rate from the top of the funnel to the bottom was significant.
Ok, so now we have a problem to solve. And what a great place to start optimising — at the top!
So why were certain decisions made for the redesign?
Continue reading → Product Development: Experimentation is Where it Begins
Implementing a testing tool is easy. The challenge is building a testing culture. Below is an infographic to help you apply some process to your experimentation.
For more detailed information about the below steps, please see AB Testing – A Quick Guide For Getting Started
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Implementing an ab testing tool is the painless step in embracing Conversion Rate Optimisation (CRO). Perhaps you have a new shiny ab testing tool implemented on your site and you don’t know where to start. Or maybe you’ve heard everyone else is doing it (not to mention the awesome benefits), and you want to kick off the conversation with your team/boss.
Whatever tool you have chosen or you are exploring, it is important to understand that it is just an enabler. Without people and process, the tool is useless. So here is a quick guide to Conversion Rate Optimisation (CRO).
Continue reading → AB Testing – A Quick Guide for Getting Started
Creating a testing culture in an organisation that is unfamiliar with the concept is not easy, especially in large companies. However, when you do eventually make an impact, which can be extremely rewarding, it can begin to snowball. And by this I mean lots of people getting wind of the benefits of testing and wanting a piece of the pie. It is fantastic to reach this point, but it can come with its own problems.
Depending on how you’re structured, very quickly you can have a queue of business owners wanting to run tests on their areas of the product. If you and your team are in charge of testing, then it is your responsibility to maintain law and order. It’s all well and good implementing a shiny new testing tool, but your job should not just be about becoming the gatekeeper for this tool — it is so much more than that.
It is very easy to get carried away and just launch a test when another one has finished, because you have a Business Owner bugging you, asking “when will my test be prioritised”. Before you know it, you have run a multitude of tests without any time to breath before or afterwards. This may not be the most effective way for you to run your testing program. Here is a few points to be aware of:
Continue reading → Testing Culture – How to Maintain It