Author: Martin P.
Title: Content Marketer
EP 26: Program Maintenance Metrics
Test more, win more.
Your host is Martin P.
Glad to see you here.
As always, we’ll present the best posts, opinions, trends, and podcasts in the world of experimentation.
This Week in Experimentation:
Blueprint of the week: Program Maintenance Metrics — measure the overall success of your experimentation program, increase velocity, and improve effectiveness and efficiency. Link.
Talk of the week: How to Work with a CRO Agency & (Actually) See Results — How to select the right experimentation partner and build long-term testing value with them. Link.
Read #1: The Lever Framework — a lever is ‘any feature of the user experience that influences user behavior’. The five main levers include — Cost, trust, usability, comprehension, and motivation. Link.
Read #2: Step-by-Step Guide for Improving Forms — Zuko(io) have years of experience interpreting behavior data to find UX issues, and they’ve distilled their knowledge into this white paper. Link.
Read #3: The psychology behind user behavior — Understand common biases and how they influence your users, so you can make the decision-making process quick and easy. Link.
Opinion of the week: CRO tip ⚡ Better understand your users and how they use websites. From doing hundreds of usability tests and surveys, I've discovered 10 important things to understand about website users. Link.
Event of the week: Experimentation at ProductTank Amsterdam. Explore how to experiment in rough economic situation and 'The Science of Testing Right'. Link.
Blueprint of the Week: Program Maintenance Metrics
Alongside individual experiment goals and metrics, you should measure the overall success of your experimentation program.
The following metrics help you to measure important factors that impact the success of your experimentation program and thus the results you can generate.
- Monitor the success of the testing program
- Increase testing velocity
- Improve the efficiency and effectiveness of the testing program
Talk of the Week: How to Work with a CRO Agency & (Actually) See Results
Experimentation is more than a couple of disjointed tests. Like other things, you need a strategy for experimentation, a bigger goal (your North Star metric), and a persevering mindset.
During this hard journey, having a partner helps, especially when you’ve never worked with one.
In this episode of Convert Podcast, Matt Scaysbrook, Founder of WeTeachCRO, covered:
[AGENCY] How to be an attractive long-term partner for businesses
[AGENCY] How to avoid customer churn
[CLIENT] How to avoid choosing the wrong agency partner
[CLIENT] How to build long-term testing value with agencies
Reads of the Week:
Read #1: The Lever Framework — Link.
A lever is ‘any feature of the user experience that influences user behavior’. Five main levers include:
This may all sound very abstract, but in practice, Conversion-com’s Lever Framework is proving to be an unbelievably powerful tool, letting you:
1) Iterate more effectively within specific experimentation programs
2) Leverage insights more effectively across experimentation programs
3) Collect more meaningful data on experiment win rates
And in addition to all of this, we now also have a comprehensive map of the user experience features that we believe to be effective in eliciting revenue-maximizing behaviors online.
So, in summary, they’ve come up with an extremely useful framework for understanding and cataloging features of user experience. Link.
Read #2: Step-by-Step Guide for Improving Forms — Link.
Zuko(io) have years of experience interpreting behavior data to find UX issues, and they’ve distilled their knowledge into this white paper.
It will help you understand:
— Which metrics can identify your problem fields
— Advanced techniques to uncover customer frustration
— User segmentations to run for additional insight
Read #3: The psychology behind user behavior — Link.
To improve user experience and guide their behavior, you need to understand how humans make decisions. We all like to think we’re rational decision-makers, but we aren’t. Humans are influenced by biases such as:
— Affect, when you decide under heavy emotions
— Anchor, when you decide based on the first available info
— Availability, when you judge based on easily recalled examples
— Representative, when you judge based on the most representative mental model
— Scarcity, when you judge something is of more value because its more difficult to find
When you understand common biases and how they influence your users, you can understand what your site is offering and make the decision-making process quick and easy.
Opinion of the Week:
By Rich Page.
“CRO tip ⚡ Better understand your users and how they use websites.
From doing hundreds of usability tests and surveys, I've discovered 10 important things to understand about website users. Knowing this helps you improve your website to convert more of them! 💪
1: They are often multitasking and get distracted easily. They can often also be watching TV, or talking to someone else like a child or partner. Therefore they aren't focusing on just your website 📺 👶
2: They compare-shop frequently. It doesn't matter what you are selling, they do it regularly. This often involves them having multiple tabs open in their browser, including your competitors! 🛒 🏃♂️
3: They often don't read long blocks of text. They often scroll quickly past these, and instead, they just scan headlines, bolded text, and titles until they see something that catches their interest 🔍 🧐
4: They get irritated by pop-ups appearing immediately. This is a very common frustration I have noticed and includes discount and newsletter signups. They think they appear too soon 😡 🤦♂️
5: They usually won't know your unique value proposition. Often they won't have noticed it or understand it, and therefore don't know the reasons why to choose you instead of competitors 🤔 🙁
6: They often don't expand accordions, so miss content in them. I often see they miss particular things on product pages like shipping details, measurements, and materials that are hidden in them 🚚 🧐
7: They will often search for discounts. This usually happens on your checkout page, and if they can't find any discounts, they get frustrated and sometimes will not purchase, or will look elsewhere 🔍 😲
8: They usually don't scroll far on product pages. I've noticed that unless you add engaging content just below the page fold, they often won't scroll much further unless they are very interested 👇 🛑
9: They often look for product reviews with customer photos, and are disappointed if they don't see any or only a few. These help them better understand what the product will look like 📸 👩💼
10: They often want to read product reviews with 1 or 2 stars. They do this to look for potential issues. If they don't see any, they will often doubt your reviews are real and not trust them ⭐ ⭐
The issues and needs of your own website users often vary depending on exactly what you are offering and your target audience, so it's really important to do conversion research of your own, in particular doing surveys and user testing.”
Event of the Week: ProductTank Amsterdam (Experimentation)
In his talk ’Experimentation in uncertain times’ Nils will elaborate on how marketing and product teams can utilize experimentation to navigate through economically challenging times.
In ‘The Science of Testing Right’ Hazjier will share best practices of experimentation based on ground-breaking research and insights.
Happening on Tuesday, January 17, 2023, 6 pm CET.
At Baxter Building between Waterlooplein and Hortus Botanicus, Amsterdam.
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