The process
Most people don’t test anything. Most people make decisions that impact the fate of their businesses based on guesses.
You should be testing everything you can. Without research and experimentation, you’re never actually going to achieve those record-breaking results that you’re after.
Our testing goes far beyond surface level best practices. We base each test on insight collected from analytics, user feedback, surveys, one-on-one customer interviews, usability testing, and knowledge gained from years of experience doing conversion rate optimization, user experience strategy and A/B testing.
Step 1: Analytics deep dive
Here is where we start to discover the WHAT and WHERE. This deep analytics research will give us the hard data about where things are going wrong on your website. This includes but is not limited to data on where, when, and why you visitors desert, your AOV trends, revenue trends, channel efficiency, social effectiveness, landing pages, visit frequency, cart abandonment, visitor geography and technology, product trends, demographic trends, user testing, and other quantitative feedback.
Step 2: Qualitative research. Your
customer is the key to skyrocketing
conversion rates.
This is where we start to discover the WHY. Qualitative research helps us look inside the mind of your customers. We’ll learn what they really think, what they want and how they want it.
Not only will this help us discover why peope are dropping off and not converting, we’ll get deep insights into the emotions that are guiding people’s purchasing decisions.
This is incredibaly valuable information that will allow you to dominate your competition.
We’ll perform user testing with people who match your ideal customer profile to discover any and all friction points on your current site. This also shows us what’s working well.
We’ve been doing this a long time and have methods for getting the most out of these usability tests.
We’ll conduct one-on-one interviews with your customers or people in the market for your product/service. Our goal is to identify emotions and understand what motivates your customer base. How do people feel towards your industry, towards your product?
Interviews are the #1 most valuable thing we can do for you. The big game changing insights come from this activity.
Interviews are conducted by our team of expert customer researchers with years of experience in this field. They know how to get actionable insight from every interview.
People think that they are rational, but every buying decision is emotional. Knowing what emotions to tap into with your copy and imagery is vital to great conversion rates. If you really want to dig deep and understand what motivates people to buy, you have to ask the deeper questions, get into people’s minds, and really understand how to look at those answers and dig for more.
Step 3: Expert analysis
We’ve been testing and optimizing sites for over 10 years. We can usually look at a site and spot problems and opportunities that might not show up via the other research methods.
Step 4: Creating & Prioritizing Hypotheses
Based on our data-informed insights, we'll identify possible solutions to each of your site’s problems. We’ll come up with multiple hypotheses and test designs to address each of the identified issues.
Since we can’t test everything at once, we rank each hypothesis and create a prioritized test plan.
This prepares us to start testing (using your current site as a control).
Step 5: Testing
We always run proper controlled A/B/n testing. Whenever possible, we use strict stopping rules for tests to ensure trustworthy outcomes and to avoid imaginary lifts.
After each test, we’ll conduct a post-test analysis and present our findings to you.
Testing is an iterative process. It's not a one-and-done project. Each test builds on the next and helps us learn something new about your customer and what causes them to buy.
