7 Ways to Deliver Value Before Running a Single A/B Test
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The document outlines seven strategies to demonstrate measurable value in conversion rate optimization (CRO) before conducting tests. These strategies include conducting landing page audits, improving tag management, validating website information architecture, performing heuristic evaluations, creating customer journey maps, offering workshops/webinars, and championing user feedback. Each activity aims to establish credibility, generate testing ideas, and identify next steps, thereby improving conversion rates and client relationships.
7 Ways to Deliver Value Before Running a Single A/B Test
- 1. 7 Ways to deliver measurable value before running a single test. CONVERSION RATE OPTIMIZATION
- 2. James Valentine Sr. Strategist, Conversion Rate Optimization Masters, Strategic Communication B.S., Communication (PR/Visual media) 2015,Westminster College 2012,BYU—Idaho 7+ years of experience working on websites from across the gambit: academic, enterprise, non-profit, and business.
- 3. Overview A/B and Multivariate tests are the basic building blocks of CRO, but there’s often some ground work that can be done before the client catches the vision of the value that comes from using iterative testing to solve problems and improve conversion.
- 4. USER JOURNEY MAPS VOICE OF CUSTOMER USABILITY/ HEURSTICS WORKSHOPS & WEBINARS INFORMATION ARCHTECTURE IMPROVE TAG MANAGEMENT 7 ways to deliver value before running a single test. AUDIT LANDING PAGES
- 5. Activity #1 CONDUCT A LANDING PAGE AUDIT.
- 7. CONVERSION RATE OPTIMIZATION Design/Layout Site Performance Audience Awareness Compare site against ‘best’ practices in areas such as: Rhetorical Analysis
- 8. DESCRIPTION VALUE ADD Offer potential client a review of prominent landing page; evaluate against best practices, generate three to five hypotheses with example test ideas as recommended next steps. • Establish credibility • Generate testing ideas • Articulate next steps
- 12. DESCRIPTION VALUE ADD Effective tag management speeds implementation by reducing dependency on development resources. Help define requirements as appropriate. • Develop more strategic relationship with client • Potential partnership/ referral kickbacks • Improve speed and efficiency (process) • Improve site performance
- 15. DESCRIPTION VALUE ADD Information architecture activities help clients understand how well the site organization makes sense to their customers. • Establish credibility • Customer insights • Generate keyword recommendations • Generate test ideas • Identify next steps
- 17. DESCRIPTION VALUE ADD Website usability is the prerequisite to effective CRO. Help clients catch glaring usability issues so customers don’t have to voice them. • Establish credibility • Present improvement opportunities/proposed next steps that testing can help solve
- 19. Discovery Center Visitor Journey Map DIGITAL MEASUREMENT STRATEGY AWARENESS SUBMIT NAME TO THE TEMPLE SCHEDULE CONFIRMATION EMAIL WALK-IN VISIT SUMMARY EMAIL Discovery Center Website Visit the Discovery Center VISITFS.ORGPROMOTE WORD-OF- MOUTH ADD/UPDATE INDIVIDUAL VIEW TREE SHARE DC CONTENT SHARE DC EXPERIENCE CONSIDER EXPERIENCE RETAIN/LOYALTY Key Indicators/Blindspots
- 20. DESCRIPTION VALUE ADD Create a visual flow of the customer lifecycle that document touchpoints available to the customer as thoughts/actions. • Creates shared vision of customer path • Identify potential pain points in the journey • Generate test ideas/next steps
- 23. DESCRIPTION VALUE ADD Articulate how CRO can be incorporated into client processes and the potential ROI. Give practical tips to get started. • Establish credibility • Generate test ideas • Identify next steps
- 25. DESCRIPTION VALUE ADD User feedback is an excellent source of improvement opportunities and testing ideas. Help develop/inform requirements for feedback tracking. • Focus on customer • Generate test ideas/next steps • Develop more strategic relationship with client • Potential partnership/ referral kickbacks
- 26. OTHER IDEAS INCLUDE • Conversion funnel analysis • Web analytics implementation audit • A/B testing tool acquisition support