How to Increase Your Testing Success by Combining Qualitative and Quantitative Data

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  1. 1. HowtoIncreaseYourTes0ngSuccessby CombiningQualita0veandQualita0veData HitenShah,KISSmetrics
  2. 2. HitenShah Co-Founder KISSmetrics @hnhshah
  3. 3. HitenShah Co-Founder KISSmetrics @hnhshah
  4. 4. TheresabigproblemwithA/Btes5ng!
  5. 5. Youvetestedthecolorofyourbu?ons
  6. 6. Youvewatchedyourcompe5tors
  7. 7. Youvetriedtes5ngeveryonesopinion
  8. 8. Youvehitthelimitsofyourcurrentdesign
  9. 9. Youverunexperimentsinspiredbyblogposts
  10. 10. But
  11. 11. Only1outof5testswin. 4outof5tests costyoumoney. $
  12. 12. Therearenomagicbulletsorpixiedust
  13. 13. Youneedtodoubleyourwinrate.
  14. 14. Tools
  15. 15. UsabilityTes5ng hEp://usertes0ng.com
  16. 16. MouseTracking hEp://crazyegg.com
  17. 17. On-PageSurveying hEp://qualaroo.com
  18. 18. LiveChat hEp://olark.com
  19. 19. LongFormSurveying hEp://surveymonkey.com
  20. 20. 5tac5cal5pstodoubleyourwinrate
  21. 21. 1.Findoutwhypeopledontconvert 2.Usetheexactwordscustomersdo 3.Startwithahypothesisthenpriori5ze 4.Createexperimentsthataresmall 5.Con5nuouslyexperiment
  22. 22. Discoverwhatinforma5onismissing
  23. 23. Askpeoplewhentheytrytoleave
  24. 24. Emailasurvey
  25. 25. Askpeoplewhytheycancelled
  26. 26. Getfeedbackrightwhenpeoplecancel
  27. 27. 1.Findoutwhypeopledontconvert 2.Usetheexactwordscustomersdo 3.Startwithahypothesisthenpriori5ze 4.Createexperimentsthataresmall 5.Con5nuouslyexperiment
  28. 28. Learnwhatfrustratesthem
  29. 29. Findouthowtheydescribeyourproduct
  30. 30. Testveryspeciccalltoac5ons(CTAs)
  31. 31. 1.Findoutwhypeopledontconvert 2.Usetheexactwordscustomersdo 3.Startwithahypothesisthenpriori5ze 4.Createexperimentsthataresmall 5.Con5nuouslyexperiment
  32. 32. A solid test hypothesis is an informed solution to a real problem not an arbitrary guess. The more research and data you have to base your hypothesis on, the be er it will be. ! Michael Aagaard, h p://kiss.ly/abthypo
  33. 33. Answerkeyques5onsforeachexperiment 1.Whichtopmetricarewetryingtoimprove? 2.Whatcanyouanchoryourmetricagainst? 3.Whatisyourhypothesisaboutwhythismetricisatx%? 4.Whatdoweexpectfromthisexperiment? 5.Whatwastheresultandwhatdidwelearnfromit? hEp://kiss.ly/6qsab
  34. 34. Priori5zeyourexperiments hEp://kiss.ly/abpie
  35. 35. 1.Findoutwhypeopledontconvert 2.Usetheexactwordscustomersdo 3.Startwithahypothesisthenpriori5ze 4.Createexperimentsthataresmall 5.Con5nuouslyexperiment
  36. 36. Wastelesscode ! Smallexperimentshelpyou focusonlearninginsteadof wri0ngcode.
  37. 37. Knowwhatworks ! Smallexperimentshelpyou isolateandunderstandwhat impactsconversions.
  38. 38. Validateyourideas ! Smallexperimentshelpyou validateassump0onsabout yourproduct.
  39. 39. 1.Findoutwhypeopledontconvert 2.Usetheexactwordscustomersdo 3.Startwithahypothesisthenpriori5ze 4.Createexperimentsthataresmall 5.Con5nuouslyexperiment
  40. 40. Con5nuousExperimenta5on Small,measurablechanges. Keepsushonest. Preventsusfrombreakingthings. hEp://kiss.ly/etsycont DanMcKinley @mcfunley @etsy
  41. 41. Onemorething... LearnmorehEp://grow.kissmetrics.com/op0con NEW!KISSmetricsCustomizableA/BTes5ngReport
  42. 42. THANKYOU HitenShah @hnshah
  43. 43. HitenShah Co-Founder KISSmetrics @hnhshah