Author: Martin P.
Title: Content Marketer
EP 59: Results Vs Action Blueprint
"If you focus on results, you will never change. If you focus on change, you will get results." — Jack Dixon
Martin P. from Speero here.
Glad to see you again.
This Week in Experimentation:
Blueprint of the week: Results Vs Action Blueprint — separate the result of the test from what you did with the result.
Talk of the week: Testing Button Colors
Button color tests—to do them or not to do them?
This is a question many a brand faces.
The truth is, while some titanic brands like Google can benefit from 1% conversion lift because of a new button color, most average brands don’t.
Read of the week: How to Create a Revenue-based Experimentation Program For eComm
Conversion rates, high velocity, and making many teams participate in experimentation are all great.
But your boss and their bosses speak in $$$.
This approach is a great way to translate experimentation language into one anyone in your company can understand.
It also removes the political hot potato of democratic test distribution and forces you to make sure you test only in areas with the potential to generate the most revenue.
Event of the week: ConversionJam 2023
Running for 12+ years, ConversionJam brings leaders of the experimentation game to talk about a bunch of interesting topics.
What can you expect?
— 98% event satisfaction rate.
— No on-stage sales pitches.
— Exclusively on-site.
Location—Münchenbryggeriet, Torkel Knutssonsgatan 2, Stockholm
Time — 26th October 2023
Speero Story of the week: A Radio Button for Subscription — Sometimes, you can use quirky features to increase conversions. (Read below)
Blueprint of the Week: Results Vs Actions Blueprint
What you do with a test is completely different from the results of the test.
It’s important to separate the test’s results from the ‘actions’ you did based on them.
This way, you can independently track how your program is doing related to 'win rate' vs 'action rate'. Why?
Because your goal isn’t to win with tests.
But to make good decisions that influence change.
Speero Story of the Week: A Radio Button for Subscription
Sometimes, you can use quirky features to increase conversions. This is exactly what Speero did for one of our clients, with some not-so-quirky results.
Imagine you’re a Speero client.
Customers come to the Subscription page.
But they don’t Subscribe a lot.
There’s a Subscription checkbox alright.
But not a lot of visitors check the box.
What can you do?
Speero suggested doing something different this time.
Let’s change the checkbox for radio buttons.
This might make visitors notice it more.
The test’s outcome was positive.