What’s the First Step in A/B Testing?

Learn how to apply the Fogg Model to boost conversions by guiding user actions.Unleash Your Website's Potential with the Fogg ModelImagine you're on a quest to enhance your website's impact, but a vital piece of the puzzle seems elusive. What if I revealed a proven model that could steer your users toward meaningful actions? Get ready to uncover the Fogg Model—an absolute game-changer for your journey in boosting conversions. So, are you prepared to unveil the mysteries behind skyrocketing user engagement? Let's dive right in!The Guiding Force of the Fogg ModelHey there, listeners! Welcome to "Golden Nuggets for Experimentation," where we unveil the secrets of conversion optimization. I'm your host, Sander Volbeda. Today, we're delving into the Fogg Model—a transformative tool that can turn uncertain clicks into confident conversions.Dr. B.J. Fogg crafted this model; he's a renowned expert in behavioral science and the director of the Stanford Behavior Design Lab. His life's work revolves around comprehending human behavior and the monumental impact of subtle adjustments.Timing and Essence of the Fogg ModelNow, you might wonder, "When should I employ this Fogg Model?" Picture this: You possess a website with an exceptional product, along with eager visitors. However, urging them to take that decisive step? That's where the Fogg Model excels. It's your dependable guide when you need to inspire users to act—whether it's signing up, making a purchase, or simply clicking. Think of it as your secret formula to make actions materialize!Delving into the Core Elements of the Fogg ModelThe Fogg Model hinges on three core components: Motivation, Ability, and Triggers. Let's break these down:* Motivation: This involves igniting a spark within your users. Imagine it as the driving force behind their actions. By understanding what propels your users (be it the allure of rewards, problem-solving, or sheer curiosity), you can fashion strategies that resonate with their inner drive.* Ability: Even if your users are brimming with motivation, they won't convert if the action feels like scaling Everest. Ability revolves around simplifying tasks. Streamline the steps required for the action. The simpler it is, the more likely users will follow through.* Triggers: Triggers function as gentle nudges or calls to action. They could be external (like a pop-up message) or internal (a thought sparked by a particular situation). Timely triggers can incite users to act when they're most receptive.Ever heard of the 5-minute rule for tidying up? That's a real-life Fogg Model at play! Here's the breakdown:* Motivation: The motivation stems from a desire for a serene home and an uncluttered life.* Ability: Spending hours decluttering is daunting, but dedicating just 5 minutes to tidying up is a breeze.* Trigger: Witnessing a disheveled space triggers the decision to spend 5 minutes tidying.This real-world example showcases the Fogg Model's prowess in our daily lives.Putting the Fogg Model to Work in Conversion OptimizationNow, let's return to the digital realm. Picture yourself managing an online store and introducing a new product to visitors.Motivation: Users are driven by the product's distinctive benefits and its problem-solving capabilities.Ability: You've streamlined the purchase process with a clear, inviting call-to-action button, ensuring adding the product to the cart is effortless.Triggers: An enticing banner pops up, announcing the product's limited-time availability.Thanks to the Fogg Model, you've crafted a recipe for boosting conversions. This recipe prompts visitors to act swiftly and add the product to their cart before it's too late.In a NutshellIn a nutshell, the Fogg Model, envisioned by the brilliant Dr. B.J. Fogg, operates as your compass guiding users through unexplored online territories. It's about grasping what propels your audience, simplifying actions, and igniting those pivotal triggers. Whether you're a newcomer to conversion rate optimization or part of a dynamic marketing squad, the Fogg Model is your concealed weapon.And that concludes another episode of "Golden Nuggets for Experimentation." If you're craving more actionable insights, ensure you subscribe to our newsletter at gnexperimentation.substack.com. To explore my work and connect, visit sandervolbeda.com. Also, connect with me on LinkedIn—just search for Sander Volbeda. If you savored today's episode, support our growth by subscribing, following, and bestowing us with a glowing 5-star rating. Until next time, happy experimenting! Get full access to Golden Nuggets for Experimentation at gnexperimentation.substack.com/subscribe

Let's explore the key parts of a "Post-Experiment Evaluation Report." This report is a treasure trove of info about an experiment. It kicks off with basics like start and end dates, runtime, and importance. It highlights tools, experiment type, and where it happened. Metrics show us how much change occurred.Next, the "Description" unfolds the experiment's story. What problem was tackled? How did the idea come about? It explains the journey from issue to solution, supported by a clear hypothesis. Also, it addresses the target audience and how they were helped.Moving on, the "Designs" section showcases the experiment's visuals. Both computer and mobile designs are shown if they exist. These designs set the stage for how things looked and functioned pre and post-experiment.Then comes the "Changelist." It clarifies design differences, making it easy to understand changes. It bridges the gap between designs and adds clarity.The "Data Collected" heart contains results. Tables display numbers for versions, users, actions, and impact. This data-rich section reveals the experiment's effect.Now, the "Business Case" looks at money. It quantifies the test's length, traffic share, average order values, and revenue projections. This tackles the financial side of the experiment.Almost done! "Learnings" reflect on insights gained. What's next? It touches ethics, user privacy, and limitations that affected results.Lastly, "Attachments" give extras. This might include code, quality checks, and heatmaps showing user interactions. These extras enhance understanding.And that's it! The tour of a post-experiment evaluation report's key parts. It's like a journey through its sections. Get full access to Golden Nuggets for Experimentation at gnexperimentation.substack.com/subscribe

In this episode of "Golden Nuggets for Experimentation," we explore the strategic marvel of Goal Tree Maps and their transformative impact on conversion optimizationImagine embarking on a quest to optimize your website's conversion rates. While A/B testing, heatmaps, and user surveys fill your toolkit, a hidden gem awaits – Goal Tree Maps. These maps serve as blueprints, graphically representing the intricate web of goals and sub-goals, shedding light on the interconnections that lead to conversion success.Digging deeper, we discover the magic of Goal Tree Maps as they align with the optimization of an e-commerce website. Beneath the overarching goal lie essential sub-goals, like driving website traffic, enhancing add-to-cart rates, and minimizing checkout exits. A Goal Tree Map offers a holistic view, allowing us to trace how each sub-goal contributes to the grandeur of skyrocketing conversions.Delving into practicality, we unveil a gem of wisdom: the significance of optimizing SEO pages within the CRO framework. Often overlooked, these pages act as bridges, guiding traffic towards the website. Elevating click-through rates from SEO pages emerges as a potent sub-goal, ensuring more visitors journey through your conversion optimization experiments.However, the real treasure lies in applying this newfound knowledge. Goal Tree Maps serve as navigational stars, guiding experimentation efforts. By plotting goals, sub-goals, and connections, these maps form the backbone of your optimization strategy, guiding each experiment toward the conversion treasure chest.To conclude, Goal Tree Maps are far more than diagrams; they are strategic allies in the quest for conversions. They offer clarity, direction, and a masterplan to propel your optimization endeavors. Armed with this insight, you're equipped to tackle the twists and turns of the optimization journey with unwavering precision. Get full access to Golden Nuggets for Experimentation at gnexperimentation.substack.com/subscribe

In this episode of "Golden Nuggets for Experimentation," Sander Volbeda discusses the importance of QA in conversion optimization. He covers the key elements that need to be checked during the QA process, as well as how to create a checklist to ensure that all bases are covered. Sander also emphasizes the importance of collaboration and communication during the QA process, as it can help to catch any blind spots and ensure that the experiment is optimized for success.Checklist:* Variant loaded: This point checks if the intended variant of the experiment has been loaded correctly on the website. Ensuring that the right variant is displayed is crucial to accurately measure its impact on user behavior and conversion rates.* Visual assets: This step verifies if all visual assets, such as images and icons, are being used correctly and are hosted on the client's server. Additionally, it checks if these assets are optimized for various devices, like using smaller sizes for mobile to enhance loading speed and user experience.* Responsive design: This point focuses specifically on the responsiveness of the design across different screen sizes. It ensures that the experiment adapts seamlessly to various devices, enhancing usability and conversion potential.* Copy: This stage evaluates the textual elements of the experiment, including headings, texts, and button labels. It ensures that the copy matches the latest design specifications and is free from spelling errors, maintaining a professional and consistent appearance.* Typography: This point reviews the font-related aspects of the experiment, such as font family, size, and weight. Confirming that the typography aligns to the design specs ensures visual consistency and readability.* Link targets: This check verifies that all link URLs in the experiment are correct. Broken or incorrect links can negatively impact the user experience and undermine the credibility of the experiment.* Interactivity: Here, all interactive elements within the experiment are tested to ensure they function correctly. Whether it's buttons, forms, or other interactive components, they must work smoothly to avoid frustrating users.* Shop functionality: If the experiment involves an online shop, this step ensures that critical functionalities like product options, add-to-cart, cart, and checkout are functioning properly. Any issues in this area could lead to lost sales and dissatisfied customers.* Tracking: This point validates whether all relevant tracking events are firing correctly. Accurate tracking is essential for gathering reliable data to assess the experiment's performance.* Devices tested: This indicates the devices (mobile, tablet, desktop) on which the experiment was tested. Testing on various devices is crucial to ensure a seamless experience for all users.* Browsers tested: This enumerates the browsers (Chrome, Firefox, Safari, and Edge) used during testing. Cross-browser compatibility is vital to reach a broader audience. Keep in mind that the different browsers might also behave differently on different devices like Android and iOS.* Notes: This section allows the QA team to describe any errors or issues encountered during the review process. Detailed notes aid in understanding and resolving potential problems efficiently.* Screenshots: Helpful screenshots are attached to highlight any visual issues encountered during the QA process. Visual cues make it easier for the development team to identify and rectify issues promptly. Get full access to Golden Nuggets for Experimentation at gnexperimentation.substack.com/subscribe

In this episode, we delve into the fascinating world of conversion optimization prioritization with the ICE and PIE models. These powerful tools help marketing teams and CRO specialists make informed decisions on which experiments to focus their efforts for maximum impact.The ICE (Impact, Confidence, Ease) model is introduced, which assesses the potential impact, confidence in success, and ease of implementation for each experiment. This straightforward approach allows for quick decision-making when time and resources are limited.Next, we explore the PIE (Potential, Importance, Ease) model, taking a more strategic approach. It prioritizes experiments based on their potential for positive change, importance in achieving business goals, and ease of execution. PIE helps align experiments with long-term objectives, ensuring a comprehensive optimization strategy.Furthermore, I discuss the importance of building a customized prioritization framework. For instance, combining ICE or PIE with personalized questions, such as ease of implementation, noticeable change, increased motivation, reduced friction, and impact on a large user base, helps create a robust backlog of test ideas.Throughout the episode, I emphasize the significance of data-driven decision-making. By leveraging data from various sources to confirm test ideas' validity, marketers can enhance their experiment prioritization process. The more an idea is supported by different data, the higher its priority.In conclusion, mastering conversion optimization prioritization with ICE and PIE models empowers businesses to optimize their websites effectively. By making data-driven decisions and creating a prioritized backlog of experiments, marketing teams can unlock the true potential of their conversions and achieve significant success. Get full access to Golden Nuggets for Experimentation at gnexperimentation.substack.com/subscribe

In this episode of Golden Nuggets for Experimentation, I'm talking about Minimum Detectable Effect (MDE), a key concept in conversion optimization. MDE is a way of measuring the smallest change in conversion rate that you're willing to detect in an experiment. It's important to set a realistic MDE for your experiments, because if you set it too low, your experiment might not have enough statistical power to detect a real difference.In this episode, I'll explain what MDE is, how to calculate it, and how to use it to design and run more effective experiments. I'll also share some tips for setting a realistic MDE for your specific goals and resources.If you're interested in learning more about MDE and how to use it to improve your conversion rates, then I encourage you to listen to this episode.Here are some of the things you'll learn in this episode:* What is MDE and how do you calculate it?* Why is it important to set a realistic MDE?* How to use MDE to design and run more effective experiments* Tips for setting a realistic MDE for your specific goals and resourcesI hope you'll listen to this episode and learn more about how to use MDE to improve your conversion rates.Thanks, SanderP.S. If you enjoyed this episode, please subscribe to the show and leave a review. You can also find more information about me and my work at gnexperimentation.substack.com and sandervolbeda.com. Get full access to Golden Nuggets for Experimentation at gnexperimentation.substack.com/subscribe

Running experiments on low-traffic websites can be challenging, but it's not impossible. By following these strategies, you can maximize your chances of success:* Reduce the significance threshold. Normally, you would aim for a 95% significance level when running experiments. However, with low-traffic websites, you can reduce this threshold to 80% or even 70%. This will allow you to run more experiments and identify potential improvements more quickly.* Be open to implementing changes with a positive but not statistically significant impact. Just because an experiment doesn't reach statistical significance doesn't mean it's not worth implementing. If you see a positive trend in the data, it's worth considering making the change even if it's not statistically significant.* Focus on high-impact changes. When you have limited traffic, it's important to focus on changes that have the potential to make a big impact on your conversion rate. This means testing changes that address your website's biggest pain points or that have the potential to attract new customers.* Use Bayesian analysis to analyze experiment results. Bayesian analysis is a statistical approach that takes into account the prior probability of a hypothesis being true. This can be helpful when running experiments on low-traffic websites, as it allows you to factor in your prior knowledge about the website's performance.* Iterate, learn, and adapt as you go. The world of experimentation is constantly evolving, so it's important to be willing to iterate, learn, and adapt as you go. This means being open to new ideas and strategies, and being willing to change your approach based on the results of your experiments.By following these strategies, you can run effective experiments on low-traffic websites and identify potential improvements that can help you grow your business. Get full access to Golden Nuggets for Experimentation at gnexperimentation.substack.com/subscribe

In this episode, we delve into the world of conversion optimization and explore the concept of false positive experiments. False positives occur when an experiment initially appears to yield positive results but fails to deliver consistent improvements in the long run.False positive experiments often arise from limited sample sizes, inadequate statistical significance, or biased data analysis, making it challenging to differentiate between genuine improvements and random variations. To mitigate the risk of false positives, it's crucial to evaluate the statistical power of experiments, set appropriate confidence levels, and establish clear success metrics. By doing so, we can make more informed decisions based on reliable data.Using an example of an A/B test on an e-commerce website, Sander illustrates the nature of false positives. Initially, the experiment suggests that adding a progress bar to the checkout page improves conversion rates. However, the apparent success turns out to be temporary fluctuation or noise in the data, with the conversion rate eventually returning to the previous baseline level. This example emphasizes the importance of careful analysis, considering statistical significance, sample size, and duration of observation to avoid being misled by false positives.By taking a data-driven approach, planning experiments meticulously, conducting precise data analysis, and continuously monitoring results, CRO specialists can minimize the risk of false positives and achieve sustainable improvements in conversion rates. Remember, data should guide decision-making, and short-term gains should be validated over a longer period to avoid falling into the false positive trap. Stay vigilant, curious, and let data uncover those golden nuggets of success in your conversion optimization efforts. Get full access to Golden Nuggets for Experimentation at gnexperimentation.substack.com/subscribe

Starting A/B testing? Learn what the most important first steps are to set up for successChecklist:* Is there a tag manager tool? For example Google Tag Manager* Is there an analytics tool? Google Analytics is often the case* Are goals already been tracked where we should work/focus on?* Is there a tool collecting heatmaps and recordings on the website? Hotjar or Microsoft Clarity* Is there any other data available? For example surveys or user interviews* What tools are we going to use to run AB tests? Get full access to Golden Nuggets for Experimentation at gnexperimentation.substack.com/subscribe

Get clear on the differences between A/B testing and multivariate testing, and when to use each. Get full access to Golden Nuggets for Experimentation at gnexperimentation.substack.com/subscribe