The Best ROI-Producing Test Ideas
So the Test&Target code is in place and you are ready to test! Your program needs to prove its value and show positive impact to the business QUICKLY. How can you come up with a list of tests that have the best likelihood for success? How can you continue to identify test ideas as your program matures?
The hypotheses that you test need to have the best chances of producing ROI and solid learnings. These tests will most certainly come from one of three sources.
- Understand your visitors’ user flows. Look at entry and exit points to identify pages with the best opportunities for testing. Pull the Fallout Report to show you which pages to start focusing on in your funnel. Use the Next Page Report to understand where visitors go when they do abandon to another page. This can indicate what information has been missing thus far in the user flow. Pull the Exit and Bounce Reports and identify pages that have the highest leakage. These pages are your best opportunity to simplify or add new content in order to push visitors to continue their journey. The more you can understand your visitors, their user flow and their frictions points, the better you can understand how to augment your site to meet their needs.
- Keywords are key. Pull the Paid and Natural Keywords Reports. These can reveal visitors’ intent and product/category affinity per session. Pull the Internal Search Keyword Report. These can reveal what information/pathing is missing or hidden within your page content, specifically view keywords from entry pages. Responding to high volume keywords is a great opportunity to add critical content and target relevant messaging.
- FAQs page interaction reveals uncertainty. Are visitors reaching the FAQ page at all? Is there event tracking on individual questions? Which questions are the most frequently clicked? Consider adding FAQ content to pages within the typical user flow.
- Regularly connect with your Customer Service department. Address frequent questions to the call center to reduce call volume. Invest resources in correcting pain points commonly mentioned. If your callers are asking the same kinds of questions, confirm this requested information is present and clear on the pages. Test to better display that information. If your callers are complaining about site functionality, confirm browser and location of callers. There may be technical adjustments required such as fixing a bug in one particular browser.
- Does your site have a site survey or area for feedback? Review these opinion reports to understand which parts of the site are performing well and replicate this in other areas of the site. Make adjustments based on negative feedback. Close the loop by reaching out to these visitors.
Your Business Questions
- Understand what aspects of your digital program maintain high costs. For example, test to understand if reducing the number of frames in a banner ad from 4 to 2 will not negatively impact click-through or conversion. This could shrink the cost of the creation of banners as well as lead time.
- Test high-level ideas rather than specific implementations. For example, will removing “Sale” from the top-level navigation reduce conversion rate but increase average order value? Does the increase in average order value offset the decrease in conversion rate? Shy away from testing too specific scenarios such as an image of this pretty model vs that pretty model. It’s better to test an idea such as lifestyle vs product so that the learnings will apply as the images are refreshed. The learnings from these tests may not only cut costs but also dictate how you should approach the next site redesign or influence other channels.
I have seen repeatedly that before diving in, pausing to look at your data, review customer feedback, and connect internally to establish high-level cost saving goals is worth the investment in your time. Identifying opportunities through these means will consistently provide you a wealth of test ideas. The next step is to prioritize them.
Testing is valuable as well as fun. Happy testing!
About the author: Christi Terjesen is an Optimization Manager with Adobe Digital, a full service web optimization team within Adobe Consulting. She helps clients in all verticals increase conversion rate and produce ROI through their testing programs. She is a certifed Adobe Test&Target expert based out of New York City.