Author: Martin P.
Title: Content Marketer
EP 25: Results Vs Actions Blueprint
New Year, new tests, new wins.
Hi all. Martin P. here.
Happy NY if I haven’t told you already.
Experiment, win, learn.
Love your family and friends.
Now it’s time to see how experimentation will look in 2023.
This Week in Experimentation:
Blueprint of the week: Results Vs Action — separate the concepts of ‘result’ from ‘action’ so you can independently track how your program is doing related to 'win rate' vs 'action rate'. Link.
Talk of the week: Ecommerce websites have multiple funnels you need to understand if you want to fully explore and leverage how your shoppers buy. Link.
Read #1: The Now Habit book and how it can help you experiment faster, instead of testing for mental ‘masturbation’. Link.
Read #2: A Cheatsheet for User Interview and Follow Ups Questions. This cheat sheet will help you write interviews and follow-up questions for user interview guides and usability test protocols. Link.
Read #3: Data Analysis and Reporting in GA4 for Ecommerce. The two easiest and quick-start ways of building reports in GA4 and how to use the new customizations they offer over the traditional UA methods of reporting. Link.
Opinion of the week: Adding a small copy element to a retail product page showing 'free, simple returns' in the vicinity of the add-to-cart CTA. Link to original LinkedIn post.
Event of the week: SuperWeek(Hu) — explore what’s new in the analytics world, how to deploy analytics at scale, watch out for privacy laws, and more. Link to register.
Blueprint of the Week: Results Vs Action Blueprint
The result of a test can have little to do with what comes next.
So it's important to separate the concepts of 'result' from 'action' so you can independently track how your program is doing related to 'win rate' vs 'action rate' for example.
The goal is not to 'win' with tests, it's to make good decisions that effect change.
Use Cases:
- If you're calculating 'win rates' vs 'action rates'
- If you're looking at percentages of iterations vs what was shipped
- If you want to show how test results aren't connected to outcomes, or changes, for a website for example.
https://speero.com/blueprints/results-vs-action
Talk of the Week: How Many Funnels Does an Ecommerce Have?
Imagine a simple eComm funnel. A person arrives at the Homepage, visits the product page, buys something, finishes the shopping at cart/checkout, and ends on the Thank You page.
Now, every marketer today knows that this easy-peasy A to B funnel… doesn’t exist.
In fact, there are a lot of different funnels, and not one of them is so much linear and simple.
In this episode of “Understanding How Shoppers Think”, Lorenzo Carreri and Rishi Rawat discuss different types of funnels and how to use them in your eComm marketing.
PS — Lorenzo saw my (Martin) post on Linkedin and asked me to share their podcast here. As you can see, I did that.
If you want me to do the same, contact me on LinkedIn or reply to this email and I’ll share it. Doesn’t have to be a podcast, an interesting opinion or blog post will work the same.
Reads of the Week:
Read #1: The Now Habit book. Link.
Hate him or love him, Elon Musk has The Now Habit. When he gets an idea, he acts immediately to make it happen.
Yea, this is chaotic, but it also may be the reason why he’s so successful.
Experiment fast and iterate, rather than use experimentation as a mental ‘masturbation’, being overly academic and not action-oriented.
Read #2: A Cheatsheet for User Interview and Follow Ups Questions. Link.
When preparing user interviews, Stephanie Walter always comes back to the same set of resources.
This is why she decided to place them all in the same place.
This cheat sheet will help you write interviews and follow-up questions for user interview guides and usability test protocols.
It has it all: Open-discovery questions, past recall, and future anticipation, opinions, POVs, projections, problems, pain points, and more.
Read #3: Data Analysis and Reporting in GA4 for Ecommerce. Link.
Building reports and analyzing data in GA4 is as simple as working with a drag-and-drop tool.
In this article, you will get to know the two easiest and quick-start ways of building reports in GA4 and how to use the new customizations they offer over the traditional UA methods of reporting.
We have seen big friction in the acceptance of GA4 simply because the flat tables and trend line reports we had in UA don't exist in the standard part of reporting (maybe in the future).
For many UA users, this new system of consolidated reporting and new method of processing data does not make sense.
Opinion of the Week:
By Johny Longden.
“Unexpected experiment results number 3,456
Adding a small copy element to a retail product page showing 'free, simple returns' in the vicinity of the add-to-cart CTA.
-11% reduction in conversion rate.
Why would this make someone less likely to buy?
My subjective theory, after post-test research, is that it reduces confidence in the product quality. 'Why would I want to return it? What's wrong with it?'. The site sells a homeware product with a high price point and targets an older audience. If the rest of the product experience on the site is about building confidence in quality, then perhaps highlighting returns suggests that lots of people return it.
This is the kind of thing you would include in a website design without much thought. Who wouldn't want to know about free returns?
One of many, many examples of why you should TEST EVERYTHING!”
Link to original LinkedIn post.
Event of the Week: SuperWeek(Hu)
SUPERWEEK conference is a unique, annual gathering of digital marketing professionals, analysts, and thought leaders of the measurement industry. The program includes:
DEPLOYING ANALYTICS AT SCALE: Julien and the Media. Monks data team shares best practices and solutions that were used (and often custom built!) to achieve at-scale deployment of data collection across thousands of websites and apps.
CREATIVE DESTRUCTION & PRIVACY WHITEWASHING: WHERE DOES RISK LIE? — Privacy legislations globally continue to evolve, some at state levels while entire continents are taking a stance, enclosing positions on Competition, obligations for Platforms, also called Gatekeepers, and uses of ADM, ML or even AI. This presentation will highlight where risks lie for your company and what compliance should start to look like moving forward.
NEED MORE INPUT! JOHNNY 5'S TECH STACK BLUEPRINT FOR SUCCESS — Discover how innovative tools like customer data platforms and reverse ETL platforms are revolutionizing the way we build and improve our analytics infrastructure and tech stacks.
And much, much more.
Date: January 30 - February 3
That’s it, folks!
Let’s start this year with a blast.
See you next week.
Your gracious host, Martin P.
PS — Think anyone could use all this info? Share the newsletter with them!
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