From Analytics to Action
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- Alvin Cooper
- 5 years ago
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Transcription
1 From Analytics to Action
2 Overview So, what are we talking about here? How to make incremental changes to your digital content that will result in positive user actions
3 Overview Rooted in the hard sciences and hypothesis testing
4 Overview By the end, you should understand: 1. What a content experiment is 2. Benefits of content experiments 3. Why they work 4. How to start conducting them
5 Overview Warning: Numbers
6 Overview Beyond the basics of web analytics
7 Overview Tools Abound!
8 Overview Questions!?
9 About Josh Who is this guy?
10 Why Focus on Experiments? They work!
11 Why Focus on Experiments? Nonprofits are missing out
12 Why Focus on Experiments? It s within reach for just about any org
13 The Brochure Problem
14 The Brochure Problem
15 Instead: Make small changes and learn from your users
16 Web Analytics What we talk about when we talk about analytics
17 Web Analytics Starts With Data
18 Data + Brains = Analysis
19 Aggregations
20 Visualizations
21 Induction, My Dear Watson 80% of new site visitors leave without viewing another page. Therefore, the content on my homepage is not very engaging.
22 Insight: Explaining User Behavior Start with an educated guess based on observations, then test it experimentally to draw conclusions
23 Insight: Explaining User Behavior Learn More
24 Insight: Explaining User Behavior Learn More
25 Insight: Explaining User Behavior Learn More
26 Insight: Explaining User Behavior Click for Inspiration
27 Insight: Explaining User Behavior The button was too small The color was not attention-grabbing The language was not engaging enough
28 Optimization Changing your digital content based on experimental evidence, in order to increase positive user actions
29 Digital Content Experiments Two main types: A/B and Multivariate
30 A/B Tests
31 Multivariate Tests
32 Improvement Over Time Static vs 2% monthly donations improvement Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Annual 4-Year $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $12,000 $48,000 $1,000 $1,020 $1,040 $1,061 $1,082 $1,104 $1,126 $1,149 $1,172 $1,195 $1,219 $1,243 $14,920 $59,682
33 Critical Concept: Optimization & Confidence A B Donate Now Donate Now 5% CTR 10% CTR
34 Critical Concept: Optimization & Confidence A B 40 Users Total Donate Now 5% CTR 20 users 1 click Donate Now 10% CTR 20 users 2 clicks
35 Critical Concept: Optimization & Confidence A B 4000 Users Total Donate Now 5% CTR 2000 users 100 clicks Donate Now 10% CTR 2000 users 200 clicks
36 Critical Concept: Optimization & Confidence When you have few data points to compare, it is harder to know whether a change is due to chance
37 Critical Concept: Optimization & Confidence Statistical Confidence: How likely is it that the result we see is due to the change we made?
38 Critical Concept: Optimization & Confidence A B Donate Now 5% CTR 20 users 1 click Donate Now 10% CTR 20 users 2 clicks BUT only 73% confidence
39 Critical Concept: Optimization & Confidence A B Donate Now 5% CTR 2000 users 100 click Donate Now 10% CTR 2000 users 200 clicks
40 Critical Concept: Optimization & Confidence A normal distribution of z
41 Critical Concept: Optimization & Confidence Statistical Significance: The bar you set for how confident you must be before trusting results of a test Typically: 95% confidence
42 Critical Concept: Optimization & Confidence A General Rule: Changes that make small impacts need more data to detect. Changes that Changes that make a large impact will be apparent without much data much data needed at all.
43 Critical Concept: Optimization & Confidence A B Donate Now 5% CTR 20 users 1 click Donate Now 10% CTR 20 users 2 clicks 7 clicks 97% confidence
44 Setting Up Good Experiments What is a good experiment?
45 Setting Up Good Experiments Submit Donation
46 Setting Up Good Experiments
47 Setting Up Good Experiments
48 Setting Up Good Experiments Align Tests with Organizational Goals What are you Key Performance Indicators?
49 Setting Up Good Experiments KPI
50 Setting Up Good Experiments: KPIs How K is your PI?
51 Setting Up Good Experiments: KPIs
52 Setting Up Good Experiments: User Path Understand the User s Path
53 Setting Up Good Experiments: User Path Get Newsletter me@ .com Click to confirm!
54 Setting Up Good Experiments: User Path Where Are Users Falling Out?
55 Setting Up Good Experiments: User Path
56 Setting Up Good Experiments Formulate a Hypothesis Why are people dropping out?
57 Setting Up Good Experiments A: The newsletter button CTA is not obvious enough
58 Setting Up Good Experiments B: The value of the newsletter is not communicated
59 Setting Up Good Experiments C: There are too many steps in the signup process
60 Setting Up Good Experiments D: People don t see the confirmation link
61 Setting Up Good Experiments Choose a single hypothesis to test Aim for a hypothesis that seems both easily testable and highly impactful if highly impactful if true
62 Setting Up Good Experiments People don t see the confirmation link
63 Setting Up Good Experiments There are too many steps in the signup process
64 Setting Up Good Experiments The value of the newsletter is not communicated
65 Setting Up Good Experiments The newsletter button CTA is not obvious enough
66 Setting Up Good Experiments Write It Down! We suspect that more people will sign up for the newsletter if the button on the button on the homepage stands out more
67 Setting Up Good Experiments Design your experiment 50% of users will see the existing newsletter button. The other 50% will see a red will see a red version of the button.
68 Setting Up Good Experiments Run Your Experiment!
69 Getting Started Tools at Your Disposal
70 Getting Started: Web Tools
71 Getting Started: Tools
72 Getting Started: What To Test Donate Now Donate Now
73 Getting Started: What To Test Donate Now Donate Now
74 Getting Started: What To Test Donate Now Donate, Or Else
75 Getting Started: What To Test Donate Now Donate Now
76 Getting Started: What To Test Donate Now Donate Now Donate Now
77 Getting Started: What To Test Donate Now Donate Now
78 Simply the Best
79 Google Optimize
80 Google Optimize
81 Google Optimize
82 Google Optimize
83 Google Optimize
84 Wrapping Up
85 Wrapping Up
86 Wrapping Up
87 Wrapping Up
88 Get In Touch!
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