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Aginext Move Away from the Bang - Final

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by

Stuart Nelson

on 2 October 2018

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Transcript of Aginext Move Away from the Bang - Final

@gbrindusa
@leanconvert
What is AB Testing?
#1
Don't like change

#2
It's no good
I DON'T LIKE CHANGE!
1.
Target your changes appropriately
i.e. VIPs, New Customers, CRM

2.
Monitor Visitors
i.e. Success metrics, Error capture

3.
Survey Customers
i.e. Qualitative information
Don't do it all at once.
Iterative Design is best.
Test. Test. Test. Test. Test. Test. Test. Test. Test. Test. Test. Test. Test. Test.
Test. Test. Test. Test. Test. Test. Test.
Test. Test. Test. Test. Test. Test. Test.
Test. Test. Test. Test. Test. Test. Test.
Test. Test. Test. Test. Test. Test. Test.
Test. Test. Test. Test. Test. Test. Test.
Test. Test. Test. Test. Test. Test. Test.
Test. Test. Test. Test. Test. Test. Test.
But.....


What is the Goal?
Who are we trying to influence?
What are we trying to impact?
How are we doing that?
What is the goal?



What type of changes are being made?



Why are these changes being made?
What is the goal?



What type of changes are being made?



Why are these changes being made?
Sell more products
Change image, price, CTA, Oh points,
remove content, change features, move number, etc etc etc
'Because it looks better'
What is the goal?



What type of changes are being made?




Why are these changes being made?
Success Metric = Order Complete
Target = 5% Uplift
Element 1= Navigation
Element 2 = Simplification
Element 3 = Urgency
Hypothesis = Simpler pages, with clearer navigation elements and a sense of urgency will increase conversion
IMPACT MAPPING
KANO MODEL
Must be
Enablers
One Dimensional
Satisfied
Disatisfied
Dysfunctional
Fully
functional
- implied
- self-evident
- not expressed
- not expressed
- customer tailored
- cause delight
- articulated
- specified
- technical
- measurable
One Dimensional
Level of requirements
- Specifically requested by the customer

- Customer satisfaction simply proportional with how fully functional the product is
Enablers
Must have
- If not fulfilled the customer will be extremely dissatisfied

- The customer take these requirements for granted, their fulfillment will not increase satisfaction

- They are basic criteria of a product and fulfilling them will only lead to a
state of 'not dissatisfied'
- Have the greatest impact on how satisfied the customer will be

- Are neither explicitly expressed nor expected

- Fulfilling this leads to more than proportional satisfaction

- If they are not met, there is no feeling of dissatisfaction
I require that
I would like that
I require that
IMPACT MAPPING
Delivering business goals, not just software features
https://www.impactmapping.org/
WHAT IS IMPACT MAPPING?
WHY? - THE GOAL
Why are we doing this?
What is the SMART Goal to achieve
Why that thing would be useful?
WHAT IS IMPACT MAPPING?
WHO? - THE ACTORS
Whose behaviour we need to change?
Who will be impacted by it?
WHAT IS IMPACT MAPPING?
HOW? - THE IMPACT
How should our actors’ behaviour change?
How they can help us achieve our Goal?
WHAT IS IMPACT MAPPING?
WHERE? - INTERACTION W/ACTORS
Where on site/off site can we deliver the impact?
Where are the opportunities to interact with the actors?
WHAT IS IMPACT MAPPING?
WHAT? - THE DELIVERABLES
What can we do, as delivery team, to support required impact?
These are features, deliverables, optimisation/marketing campaigns.
STORY MAPS
Not like this...
Like this!
Before
After
Story Map Elements
Expresses
Jeff Patton
Example
1.
2.
3.
1.
2.
3.
1.
2.
3.
bri@leanconvert.com
stuart@leanconvert.co
Thank you!
BACKLOG
AB Testing
How much do we know?
AB Testing
How much do we know?
MVF

A minimum viable feature is the smallest thing you could create or do to prove or disprove an assumption.

A minimum viable feature is NOT one that your users could use but only in the simplest of circumstances and only if they had a high threshold for pain.
Lean Canvas
@Henrik Kniberg
Activity 1 - Creating the impact map
1) At your table review the cards in the envelope labelled Impact Map

2) Arrange the cards to form a coherent impact map


Activity 2 - Reading the impact map
1) Using a post it write down how easy it is for you to understand the product strategy at one glance? (scale 1-5, 5 highest)

2) Share you score with your table colleagues. Discuss what is the main contributing factor for conveying the information?


Activity 3 - Prioritisation
1) In your group, decide which user behaviour impact will be yelding the best ROI? Shift the cards up and down to reflect that priority

2) For the Priority 1 Impact, decide where would be the most appropriate location to engage with the Actor?

3) What would be the first change you'd prioritise?


How do you feel if this feature is present in the product?
How do you feel if this feature is not present in the product?
Activity 4 - Evaluation

1) On your table, find the sticker correspondent with Enablers/Customer Needs/Must be.

2) Evaluate the Deliverables on the Impact Map (the What) using the stickers



Activity 5 - Release
Considering your previous evaluation, in your group:

1) Map the deliverables in Release 1

2) What is the decision making process behind the choice?


A close knit but far flung team of expert developers and experienced consultants who work together to shake up the way research, testing, optimisation and personalisation gets done.

1) In your groups review the variants and choose the one you think it's the winner

2) Guess how much was the uplift (in Registration Completion) for your winner variant?
AB Testing
How much do we know?
60.5% Uplift in Registration Conversion
AB Testing
The winner is....
Full transcript