Speero

Does your company constantly change its strategy? Is it hard for your teams to focus and stick to projects and a common goal? There’s a way out. With a goal tree map workshop, you can easily translate business metrics into concrete optimization goals and identify sub-goals you need to reach first. Also, break down the KPIs into smaller metrics where you can see improvements faster and communicate better. Speero has run dozens of goal tree maps for our clients. They facilitate internal discussions about company goals and align which teams help with which metrics. Once you agree on the company strategy and where the priorities lie, you can use this map to keep teams focused and to push back against a change of direction. When to use goal tree maps: - Get buy-in for experimentation. - Define the strategic KPIs that fuel optimization efforts. - Identify metrics crucial to the company's success. - Break down KPIs into smaller metrics where we can see improvements faster. Goal tree maps let you visualize which KPIs matter to your stakeholders and company, then translate them into concrete optimization goals and identify sub-goals you have to achieve first. You can use these results for further OKR-ing or strategy mapping. Or measure its progress later, as you’ll build all the relevant metrics for an experimentation operating system (XOS). Even educate others in your company and illustrate how even the smallest improvements in secondary metrics (like progression to PDP, increased engagement with filters,  etc.) can contribute toward the business goals. Run anything similar?

"The world of AB testing is undergoing a dramatic transformation. Here's a look at the two biggest trends shaping its future: Big change #1. From Tactics to Strategy: It's like AB Testing gets a rebranding AB testing is no longer just about tweaking buttons and colors. It's becoming more strategic, with a focus on experimentation. We see this a ton in CRO teams of 1 growing to departments and functions embedded into other teams across an org. This means testing with different teams (think SEO, product, and sales!), across new channels, and for reasons beyond just small-scale improvements. It's a more innovative and operationalized approach. This shift from service to function within an organization isn't without its challenges. It can clash with existing company cultures built around rapid product releases. Here's how to navigate this transition: - Collaborate across teams: Break down silos and involve more departments in the testing process. - Embrace decentralization: Move away from a centralized testing approach. - Standardize for success: Create a standardized testing process and governance framework. - **Befriend failure: Develop a culture that learns from failures and uses them to improve future efforts. Big change #2. A Farewell to Cookies: The Rise of First(&Zero)-Party Data With the decline of third-party cookies due to privacy concerns, the way we use data in AB testing is changing. The focus is now on user experience across the customer journey, including navigation, progressive profiling, surveys, and preference centers. (think 'choose your journey' type of experiences) This empowers customers with control over their data and provides marketers with richer data for personalization and recommendations. Here's how I think to adapt to this 'data-centric' future: - Gather more user feedback: Utilize surveys and qualitative data collection methods, perhaps even leveraging AI for analysis at scale. - Understand your customers: Focus on customer intent and preference classification. - Invest in a modern data architecture: Build a data infrastructure that uses data warehouses and warehouse-native tools. - Align testing with business goals: Ensure your testing strategy aligns with core business metrics like pricing models and subscription types." — By Ben Labay. In this week's Speero's best personal post — where we celebrate the opinions and innovations from experts in data and experimentation.

We saw an image carousel being used for products on our client’s site. We tested using the image carousel with different USPs, and increased transactions and cart-adds on desktop. Hypothesis: If we add one image with 3 USPs to the image carousel this helps visitors decide and leads to more transactions. Outcome/Takeaway: Winner on Desktop +3.88% in cart-additions. +0.86% in transactions. +2.36% in returning visitors. Implement on desktop and iterate on mobile.

49% of brands don’t support experimentation.* And only 10% strongly agree business decisions are always based on solid research and data (qualitative and quantitative).* * Speero’s Experimentation Maturity Benchmark Report 2024 (Link in comments) The support for experimentation and learning from failure is missing on lower levels as well: Beginner level — 86% say there’s no support Aspiring level — 84% Progressive level — 65% It’s actually the Progressive level where the change happens (35% agree/strongly agree there’s support). But only after the program has matured. To get ahead, act fast and foster culture before the program matures. Bridge the gap between individual efforts and strategic buy-in: — Workshops for test ideation with other stakeholders and teams — Slack and email bots automatically announcing winners — Lunch and learn — ‘Which test will win’ polls This is the way.

We ask our every new lead for access to their analytics to run "Where is the money?" ROI-type analysis. With it, we get a feel for potential relative velocity and impact not just for AB testing, but for ALL the work throughout the journey. We often add other KPIs, but definitely start with this revenue-based perspective. Each metric may have its table. Eventually, this table is automated and linked to the testing infrastructure pre-registration of test ideas also includes THIS prioritization. Are you running anything similar? If you don't have this analysis per device type, for your major channels, you should.

3 things make Experimentation Live + Unite ‘24 special. Mini-group discussions to talk about your issues and goals with people who share them. Top keynotes from experimentation experts from Hulu, Disney, Vista, and more. And a workshop day with two experimentation-related workshops: 1 — Ron Kohavi: Advanced topics in practical A/B testing (P-values misconceptions, power and false positive risk, why give positive results a haircut, when and how to correctly peek). 2 — Various practitioners: Application of AI in experimentation (how to use AI for ideation, hypothesis, problem statement and exploration, discovery). The table discussion format works like this: We’ll hand-curate whom you should meet based on your preferences, role, goals, and obstacles you’re facing. You’ll be at the table with folks who match these and work towards the same goals. Some of them have faced the same issues you did… and solved them. Talkers include: Lukas Vermeer, Luke Mortensen, Diana Jerman, Chad Sanderson, Melissa Weiss, Sidhant Bakhru, Stewart Ehoff, Shanelle Mullin, and more. Experimentation Live + Unite 2024. October 10-11, 2024. By Speero and Kameleoon. See you there. (Link in comments)

What’s the goal of a testing program? Are we doing experimentation, conversion rate optimization, or customer experience optimization? There isn’t one 1 answer to this. It depends on the questions you’re asking yourself and where and what you want to optimize. Experimentation is about improving decision-making. How your company operates, innovates, and looks at things. CRO is more tactical. It’s focused on a specific swim lane or metric group. CXO focuses on the users and their experience. Their goals are different: —XOS (Experimentation Operating System): learn to test. Ensure you know how to run and analyze reliable tests. —CXO (Customer Experience Optimization) focuses on customer learnings and educating the team. —CRO (Conversion Rate Optimization) focuses on getting customer and revenue wins. Their metric strategies as well: —XOS is focused on guardrail metrics and program strategy. Common KPIs include: velocity, error rate complexity level, program maturity level, teams/user testing. —CXO is focused on customer metrics and customer experience strategy. Common KPIs include: number of users/teams, speed, engagement depth scores, UX quality scores, referral rates, retention. —CRO is focused on revenue metrics and growth strategy. Common KPIs include: unit economics, number of transactions or subscriptions, AOV, LTV, leads, MQL/SQL, pipeline metrics. This blueprint or model isn’t perfect, but does provide a starting point in the right direction.

A quick way to create lots of test ideas is to run a… Test Ideation Workshop. You won’t only end up with lots of ideas, but also bring people together (nurturing experimentation culture, awareness, and buy-in). Speero runs our own Rapid Test Ideation Workshops. They let us rapidly find, prioritize, and build test hypos for known customer problems or business opportunities. We run the ideation session and collect all insights in a Miro board. The session usually lasts 1-2 hours, depending on the number of participants, problem complexity, or number of pages involved. Rapid Test Ideation Workshops are perfect for: 🔷 Creating a strategic testing roadmap 🔷 Improving a process/strategy 🔷 Increasing test velocity (more ideas = more tests) 🔷 Aligning, training, and engaging teams on hypos and the experimentation process Rapid Test Ideation Workshops aren’t that complicated: You brainstorm ideas to solve a particular problem within a safe and creative environment. You let the wider team bring experience and expertise to the ideation and discussion. You end up with a big backlog of test ideas for a specific problem. Even make friends along the way.

"B2B marketers tend to focus solely on product capabilities, features, and rational outcomes.The problem with this approach is that most competing products are near identical. Pretty much every CRM, marketing automation tool, and project management software has all the same features. If the marketer's job is to get their product into the very limited consideration set of category buyers, reading the fact sheet out loud is not gonna do it. As Mimi Turner said, 'If B2C marketers thought like B2B marketers, Coca-Cola would market itself as brown, fizzy, and sweet'." By Peep Laja. In this week's Speero's best personal post — where we celebrate the opinions and innovations from experts in data and experimentation.

A study said that restaurant menus that show the price in script or without the currency symbol increase spending. We tested this concept on the client’s site, increasing transactions. Problem and insights: Speero found a study showing that restaurant menus show that writing the price in script or without the currency symbol increases spending in restaurants. Hypothesis: When we leave out the $ sign the 'space' that the price takes up is smaller and this will give the illusion of the price being cheaper Outcome/Takeaway: Winner +2.02% in transactions and +0.69% in cart-adds (Desktop). +2.85% in transactions (Mobile). Implement on mobile and test on the Checkout page as well. Have you tested anything similar?