Marketers have cracked the code on understanding how critical data is to their campaigns. However, managing the data and making sense of how it should be used to reach...
Every day I scour the web and brainstorm with clients and colleagues to develop new ideas to test. When I find something interesting or novel, I log it into my bank of test ideas. With this repository, plus my bank of proven experiments, I then face the question: “Which idea should I test next?”
Ultimately we experiment to “move the needle,” and I like to test ideas that have a chance to make the greatest impact. I consider 9 different criteria when evaluating tests, and assign a point for each. I then rank the test from highest to lowest within each area of the site that the test will impact: home page, category, product, cart, checkout, etc.
The criteria I use for ranking are:
- Proven winner from other sites – If a test has won in A/B testing on other sites, then assign it a point.
- Supports a primary measure – If the test supports a top metric, such as order conversion or revenue, then assign a point. Points are not earned for less important metrics like bounce rate.
- Mobile – If the test idea helps optimize the mobile experience, then give a point.
- Above the fold – Tests that impact elements above the fold are more likely to have a significant impact, and thus, earn a point.
- Multiple conversion veins – Conversion veins are themes that impact the customer experience and ultimately conversion. They include (with examples):
- Display of pricing – % Off, Cross thru Prices
- Urgency – Order by 3 pm for same day shipping
- Navigation – Roll over top nav, back to top button
- Reduce friction – guest login, social login
- Trust – Secure shopping icons
- Layout – Simplifying the page, adding space to help eye flow
- Social proof – Reviews, Facebook likes, testimonials
- Visual presentation – Alternative product images, dynamic zoom
If your test includes more than one of these themes, then give it a point.
- Checkout – Assign a point to any test that impacts the checkout process.
- New content – If a tests adds or removes elements or content from a page, then give it a point. Points are not earned if only existing content is changed.
- Supports a strategic company initiative – If a test helps promote a strategic business initiative, then give it a point.
- Audience – If the test targets all of the site traffic, then give it a point.
Once I have my rankings complete, I sort them by the area of the site to which they apply, e.g., Product Page, Category Page, Cart, etc. I like to have multiple tests running across the site concurrently, but want to avoid more than one test running within a particular area of the site. Sometimes I’ll prioritize easier-to-implement tests ahead of more difficult ones in order to continue running tests during the engineering process. The goal is to always be testing!
With a strong A/B testing program, you should see at least 15% improvement in your site performance annually. If you need help putting a website optimization program in place, don’t hesitate to reach out. We can work directly with your team to apply the appropriate software and testing tools.
