Author: Martin P.
Title: Content Marketer
EP 32: RXL
It doesn't matter how beautiful your theory is, it doesn't matter how smart you are. If it doesn't agree with the experiment, it's wrong. — Richard P. Feynman
What’s up?
Another week, another experiment, another email.
Do you know how Google Optimize was born?
Or why you should double down on data in 2023?
Want answers?
They’re below:
This Week in Experimentation:
Blueprint of the week: RXL — Triangulate data from multiple UX research methods for a big-picture model of your current situation. Link.
Talk of the week: CRO Survival Guide — Carlos Trujillo from Speero is here to help you survive your first year in experimentation. Link.
Read #1: How to use on-site surveys to understand your users — not everyone will convert. How do you find the ones that are most likely to? Link.
Read #2: The story behind Google Optimize — Everyone knows about Google Optimize Sunset. Now it's time to hear the story of its Sunrise. Link.
Read #3: Why You Should Double Down on Data In 2023 — even with lower marketing budgets, you can achieve the same results. Here’s how. Link.
Opinion of the week: “A new "Conversion Differences" report for understanding discrepancies is now available. Link.
Event of the week: Scaling an Experimentation Program at an Australian cosmetics e-retailer — Walk away with tools and processes you can implement right away. Explore how an Australian online cosmetics retailer scaled its program, kept winning, and increased testing velocity. Link.
Blueprint of the Week: ResearchXL
Nothing beats a process. Not data. Not skills. Not creativity. Not experience or familiarity with the niche. That’s why Speero developed RXL. You can use it for yourself as well.
To improve UX, and increase conversions and revenue, you gotta find out the issues and obstacles with a negative user impact. What makes them frustrated, confused, doubtful, and fearful.
You also need to understand your user’s motivations to identify opportunities for improvement beyond small tweaks and bug fixes.
ResearchXL™ is a comprehensive research framework that is designed to help you do just these things.
It triangulates data from multiple UX research methodologies to provide a big-picture model of your current situation, with the ultimate goal of creating a data-driven roadmap for experimentation.
— Analytics audit and Analysis
— UX Heuristic Review
— Usability studies
— Heat map & Session Recording Analysis
— Copy testing via Wynter
— Surveys & Polls
That’s what makes it special. RXL is a process that combines several data sources, so you can:
— Avoid biases when running your own research.
— Improve your user experience based on real data & insights.
— Make strategic decisions based on data rather than opinion.
— Fuel your experimentation backlog, with research-backed hypotheses.
Process > data, experience.
Every time.
If you need Speero’s help with your UX research, check out this link.
Talk of the Week: The CRO Survival guide with Carlos Trujillo
Carlos Trujillo from Speero is here to help you survive your first year of experimentation. He should know. Carlos hasn’t spent two years at Speero, and he’s already known around the company as the guy who puts his back out for others, does more than asked, and whose good cheer lights up the room.
Explore:
— Why you should call out bad practices
— How to conquer your first 90 days as a CRO specialist
— How to share your expertise and increase trust in your work
You’ll also learn about the starting frameworks and ideas you can use as soon as you start your new position.
Link.
Reads of the Week:
Read #1: How to use on-site surveys to understand your users — The fact is, most users of your website won’t convert. You’ll always have those who were never going to find what they needed from you, but what about the ones who just needed a little more hand-holding? Link.
The users from your target audience who would have signed up for your free trial, filled in your form, or even purchased from you, but didn’t feel like they were in exactly the right place.
This is why you can’t rely solely on visitor drop-off numbers as a success measure. Doing so could result in “spaghetti testing” and spending precious resources on fixing issues or adding content that doesn’t actually help. Instead, get straight to the why and tackle underlying problems head-on. What are the friction points in your funnel?
Targeted, customized on-site surveys and polls at various stages of the user journey help you easily capture customer anxieties. With these insights, you’ll be able to answer questions such as:
“What’s holding a user back from action?"
“What outstanding questions do users have?”
“Why are users dropping out from this page?”
Read #2: The story behind Google Optimize — Everyone knows about Google Optimize Sunset. Now it's time to hear the story of its Sunrise. Link.
Krista Seiden from 2012-2014 worked on the Google Cloud team (then Google Enterprise) and was in charge of Analytics & Growth.
Her goal? Scale A/B testing across 7 domains.
Since it was Google, bringing in a 3rd party tool like Optimizely wasn’t an option (she tried!)
After meeting with an Engineering manager with similar goals, she decided their best path forward was to build our own server-side A/B testing solution.
Read #3: Why You Should Double Down on Data In 2023 — even with lower marketing budgets, you can achieve the same results. Here’s how. Link.
Modify your data strategy, watch how you implement it, and you make more with less (money). For instance, you can:
— Run a comprehensive data analysis and reevaluate your metrics
— Dual tag your site and prep for GA4, so your historical data is there when you need it and GA goes.
— Tear down silos between your brand marketing, business intelligence, and performance teams.
Opinion of the Week:
— By Charles Farina.
“A new "Conversion Differences" report for understanding discrepancies in conversions between Google Ads and Google Analytics 4 is now available in the Google Merchandise Store demo account!
Read comments for another screenshot of how these are going to be helpful!”
Event of the Week: Scaling an Experimentation Program at an Australian cosmetics e-retailer
On 9th March, join Shiva Manjunath, Lucia van den Brink, and Luke Hardwick, as they share the tools and processes they used to scale an Australian online cosmetics retailer experimentation program. Learn and get:
🔷 — The maturity score of your own program
🔷 — How to set up and use a knowledge base for a growing program
🔷 — How can the program management tools and systems support high-velocity A/B testing and knowledge/ideation maintenance
Walk away with tools and processes you can implement right away. Explore how an Australian online cosmetics retailer scaled its program, kept winning, and increased testing velocity.
9th March 2023.
3 pm Sydney time.
No registration fee.
If you can't make it to the live workshop, register and we will send you the recording afterward.
This is the end… of another email.
Thanks for staying until the end.
And remember, if you want me to share your podcast or blog post, just reply to this email or reach out to me personally at Martin@speero.com.
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