Personal Experience

Growth by testing Review

Testing out everything is very important, but how you do it makes the big difference. There’s so many things to test, 100 of items, each takes 4 weeks, that will take 7 years, so you definitely dont have so much time and still want to do your testing. Thus how do you do it ? This article will show you the tips and tricks on how to do it the right way.

The fundamental of all of this is research and process. First get the process right, what do you want to test, how and after this test what to do and how to implement. Then to make sure you do not test unnecessary things, get your research done, find out information about it first before conducting the test and identifying exactly what you want to achieve and how will this test allow you achieve the things.

One good way is called ResearchXL. To test the best 6 data ideas only by identifying the best 6 data ideas.

Also its always a good idea to motivate people first before getting them to purchase something. Instead of just having a button to buy now but without any explanation reduced the chances of an actual person because now there is nothing that you are motivated about so why should you try so hard to purchase. However if you read something, through a funnel and you are convinced this is for you then you will do everything to make sure you get it purchased. So with a heuristic analysis you need to go through each and every picture on each site and see what is wrong with it.

One important thing when you ask for testers to try it out and give feedbacks, do not listen to their feedbacks, if can always see what are they doing, see where are they stuck. Give them 3 broad tasks for example buy a pair of jeans, or buy a product or buy something and checkout, this way you can see whether they can easily find their way through or not. To add to this, firstly always quantify your pages, if you do survey do open ended questions and ask why you stopped purchasing, what made you not purchase , then see total number of users who responded for something, then dig deeper and solve that first.

First step is research, identifying why and what. Then is the hypothesis saying that because of this we might increase this, and then lastly is where you build it.

Now one of the very important ways of optimizing is called ResearchXl a 6 step framework and has helped thousands of businesses to optimize their business. It includes :
-Heuristic Analysis to assess user experience
-Digital Analysis to identify problem areas
-Technical Analysis to identify functional problems
-Qualitative Research to draw insights

Step 1 : Heuristics Analysis
This is the first step to understand users experience on the website. Experience based analysis. We walkthrough each page and asses the 4 things below. There are 4 features to learn when considering analysing the website.
1.Clarity
2. Friction
3. Anxiety
4.Distraction

2. Technical Analysis.
This is where you check whether the website is working or not, see if it loads fast, see if got any bugs etc. Nobody wants a slow or broken website.

3. Digital Analytics
Here we measure data, can use things like google analytics, usercam etc to find out data and see the analytics from here.

4. Qualitative research.
Here we can use surveys to find out more information. For example having a pop up where there is very high drop off rate, go to cart and people drop off, so you have a pop up with open ended questions, asking things like are you concerned about security? what do you plan to do here?
Although this might push customer away but the insights you get from this will be tremendously useful.

5. User testing.
In cxl they say to get outsiders is the best, because they are fresh and got no biasness. Also you can get other to test but important is dont listen to what they tell you, see their actions, that will show you whether they know how to do something or not.

6. Mouse Tracking Analysis.
This is where you see what they tried to click, where they moved, where they went and then based on that improve your services.

Now you have all the issues and basically you want to see which has the highest priority. So you do this with a 5 point scale. 5 point is a major issue where you’re loosing alot of money. 1 point is minor usability issue not affecting too many people. After finishing this, solve it. Lastly see the success rate, how many you solving and how many made a good impact.

Heuristics Analysis
For this 4 important things to look out for.
1. Relevance.
Content personalization is important here. Evaluate your top landing pages and see the relevancy there. See the keyword people type and see if with that keyword is it relevant or not, do they see similar things to what they want or not.

2. Clarity.
The best way to identify is if you can instantly answer these questions :
Where am I? What is this page about?
What can I do here?
How is it useful to me? Why should I do it?
Can I understand what the product / service is, and how it works (in a reasonable amount of time)?
Are there supporting images and/or videos that help me understand it?
Is the product information adequate / sufficiently thorough for making a decision?
Are all important associated pieces of information clear (pricing, shipping info, warranty, return policy etc)?
Is it clear what I have to do next?

3. Friction
This is anything which slows you down. Long forms, sensitive information, asking for personal data, difficult to find some content, usability issue, typos, bad design, cheap and ugly etc.

Then you need to have motivation, consideration and conversion. You need to motivate them by showing them whats the problem, then consideration where you show the solution.
Its important to go through this process so that the chances of conversion is higher. Thus you can capture emails and slowly drip them with content.
Effective lead nurturing is all about guiding people through the consideration process. Use cases, case studies, customer success stories, product comparisons, etc.

Hope this will help with the basics first.

R@ybanz

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