Step1: Audit your Analytics
Split testing necessitates reliable and accurate data in order to generate useful and actionable insight.
Ensuring the data being tracked in your analytics package (for example, Google Analytics) is accurate entails more than just making sure the implementation is correct in the first place. It is also necessary to track the appropriate goals and events. Only by fully comprehending what is important to a business can we begin to consider developing hypotheses that will aid in achieving that goal.
Step2: Quantitative Site Performance Analysis
While CRO experiments can be run on a website’s homepage or a single page in the checkout process, the changes that have the greatest impact are often spread across multiple pages – category pages, for example.
This emphasizes the importance of considering the entire user journey rather than individual pages. After categorizing pages into page types or templates, you can begin to examine the site’s ‘leakage.’ Step three should not be limited to the sections highlighted by the quantitative analysis at this stage; if time is limited, it can help prioritize. It helps you focus on where to look for problems.
Step3: Qualitative Site Performance Analysis
Data can tell you a lot, but it can’t always tell you everything. To conduct truly effective CRO, you must have a solid understanding of the various journeys users may take throughout your site, which is what we mean by ‘qualitative analysis.’
We gain a better understanding of the user journey from first touch point to conversion by employing techniques such as heat-mapping, user testing, visitor surveys, and competitor analysis.
Step4: Creation of Hypothesis Log and Prioritization of Experiments
You can prioritize which experiments to run first by creating a hypothesis log that takes into account the ease of testing, ease of implementation, and predicted impact of each hypothesis.
If the test requires few resources but has the potential to increase revenue significantly, it will be near the top of the list. If the test will cost a fortune to implement and is unlikely to make a significant difference, it will be prioritized much lower.
Step5: Live Testing
To conduct a test, the proposed variations will require wire framing and construction before directing a percentage of your site traffic to that variation. Experiments should be completed only when the results are statistically significant.
When determining the minimum amount of time a test must run for, the length of the buying cycle and any relevant buying trends are also taken into account.
Step6: Implementation of Winning Variations and Feeding Back Learnings
If the experiment you designed resulted in a statistically significant increase in conversion, it stands to reason that you will want to implement that variation on your site as soon as possible. This could mean having your development team hard code the change on your site, or going with the ‘soft’ implementation option and making the changes through your A/B testing software.
As previously stated, much of CRO and testing is about accumulated learning. Whatever you discovered during your test can be fed back into the testing plan to guide future experiments.
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About the Author- Gaurav. digital is a digital marketing trainer and writer with many years of experience in the field. He often writes guest posts for DelhiCourses.in, an institute known for its affordable digital marketing training course in Delhi.