How I A/B test and Experiment to Optimize Campaigns

I’m certified in Optimizely which is a great A/B testing tool.
I use plugins even for WordPress sites for smaller clients like Nelio which helps you do quick testing of WordPress templates and layouts.
I created A/B testing to improve campaigns within a 95% probability checking reliability with a significance tester.
I used A/B testing to reduce bounce rates by 18%, improving acquisition rates by over 25%.

Areas I’ve run tests on include:

  • Headlines and subheadings
  • Copy
  • Form design
  • Call to action (CTA)
  • Images
  • Colors
  • Trial length,
  • Pricing plans

Best Practices for Experimentation That I Utilize

  1. Testing High Impact, Low Effort – High traffic landing pages, pages with high drop off.
  2. Sample Size – I use a sample size calculator to determine the effect needed to come up with the right statistical number. I try to shoot for a 95% probability. AB Tasty has a calculator that helps.
  3. Reliable Data – Checking Significance with a tool such as https://vwo.com/tools/ab-test-siginficance-calculator/
  4. Knowing Where to Test – You could test every page but would it be the best use of your time? Probably not. Better
  5. Knowing How Long to Run a Test – The more users that visit the less time that is required to test.
  6. Letting Tests Run Their Course – I make sure not to make changes during the middle of a test or the results won’t be accurate.
  7. Element Testing – I focus on one improvement so I know whats being tested and what the effect was.

Optimizing Cross Functional Team Work

Working within a cross functional team is one of the best ways to accomplish more tasks and at the same time improve communication. The best way to work cross functionally is to make sure everyone is on the same page, and aware of whats going on.

Working Cross-Functionally Within Asana / Jira – I use a tool such Asana / Jira to keep everyone on the same page. When multiple people are working on multiple projects, its important to keep everyone on the same page. Using this platform allows multiple sprint sessions to allow optimal communication and flow.


How I Increased My Customer Acquisition Rate

Highlights

I optimized entire referral acquisition funnels to increase signups by over 35%.
I created a profitable referral program that increased shares by 25%.
I signed up influencers in a profit sharing program that leveraged an influencer network.

My Process

  1. Reduce the Barrier to Entry – I reduce friction points as much as possible, making it as easy as possible to get sign ups. I used A/B testing to make sure all my acquisition pages were as well optimized as possible.
  2. Positive Reviews – I make sure that I take customer needs seriously and working on building a positive reputation for extra credibility for those customers who research the product.
  3. Affiliate Program – I identified key players and offered them a percentage of the sign up profits to recommend my product to others.
  4. Customer Referral Program – Offering profitable incentives by monitoring my program and making sure I’m not giving away so much that its unprofitable vs not enough where its not being properly utilized.

How I Segmented Users

I used segmentation to identify my most valuable customers by monitoring behavior, creating new use cases to further enhance the product.
I determined my most profitable demographic segments, and creating buyer personas that aligned best with the customers that would most identify with my product.

Demographic – Segmenting by factors such as age, location.
Creating Buyer Persons – Who are those customers that need my product and why are they using it?
Behavioral Targeting – What kinds of customers are most using my product? Understanding usage and what use cases the product is being used for can help me determine how and why segments are using the product.

How Do I Define the Stages of the Customer Life Cycle?

A big part of growth marketing is refining all the parts of the customer lifecycle. This includes everything from advertising, to acquisition, and finally converting them to customers.

Reach – Getting the attention of customers through ad programs.
Acquisition – Acquiring customers through landing pages and highlighting the value proposition.
Conversion – Converting customers through
Retention – How do we keep customers engaged?
Loyalty – Keeping customers a loyal user through rewards and other incentives.

Important KPI – CLV: Profits Earned Per Customer * the length of time they are a customer


How I Created CRO Testing Roadmaps

Testing Prioritizing – Running conversion tests such as adding images, and other features.
Resource Planning – Buying a template, getting someone to write it, what resources are available vs what is needed.
Goal Setting – I clarify the goal such as reducing the shopping cart abandonment rate. I list the goals to meet the over arching goals.
Actions Needed – Actions to take to meet these goals. Establishing a baseline.
Brainstorming Ideas – Involving other cross functional team members in the planning process.
Prioritizing Tests to Run – Resource First: using resource I have access to and the tests I can run. Results first – prioritizing on the results that should be achieved.


Customer Retention Strategies I Implemented

Highlights

I used CRM to target new users and increased my first time usage by 35% vs not emailing them.
I converted 20% of churned users back into regular users by understanding why they left and targeting them again on the improved functionality.

My Process

  1. CRM – This is one of my main ways of marketing and reaching customers who’s email i have already acquired.
    1. Segmenting: I compared all my users who were active in the last six months vs those that were not active. I surveyed reasons they weren’t using it and got valuable insight into what might have gone wrong.
    2. Offer Targeting – Offering users special offers like a percentage off to get them to reengage. This for me has meant a discount on sign in fee / giving them free trial time to try out a new implemented feature.
    3. Personalized Follow Ups – Have triggered emails sent. I used Customer.io to automatically have emails triggered to thank new users and follow up a few days later with helpful tips.

      Determine Growth Features
      Motivation to stay – I utilized analytics to determine which features kept a user motivated to stay. This helps in understand which features a user either 1) needs more education on 2) Just doesn’t use. After I’ve identified these core features I can further understand what they like about that feature and how I can focus on making it even better.

How I Track Marketing Channel Performance

My Highlights

I used a CRM to track and increase my email marketing performance.
I improved advertising campaigns but setting KPIs, such as Facebook cost per acquisition, and cost per lead such as through Google Advertising.

My Process

Email Marketing – Use a CRM like Hubspot
  • List size. Are my total prospects increasing and did I have a higher open rate this month than last?
  • Open rate. Checking the number of emails sent vs those delivered.
  • Sales. My total sales volume and did I have more sales than last month?
Advertising – Facebook / Display / Etc
  • Total spend. What was my spend vs what was my overall revenue?
  • Total clicks. How many clicks and how many of those clicks turned into leads / sales?
  • Sales. How effective was my advertising at generating sales? What was my return on ad sales?
Social Media – HootSuite
  • Number of followers. My week over week increase of social media followers.
  • Likes and shares. Monitor which posts get the most likes and document interest.
  • Sales. How many leads and sales came as a result of my social media sharing.
Organic Traffic – Google Analytics
  • Site visits. How many and what channels brought my traffic in? What keywords were effective and what posts generated the most traffic?
  • Time on site. This ties into bounce rate. Are there any pages where customers are jumping too quickly and could be improved?
  • Sales. How many sales transactions from organic traffic did you generate and what was the average amount?

How I Build the Go to Market Strategy

I built a go to market plan with my company CostBrain in which I used a value matrix to determine roadmap priorities.

I started with a business plan, outlining the target audience, marketing plan, and sales strategy.

  1. I started by identifying who the key customers are. I did this through behavioral research and through analyzing my campaigns.
  2. In order to further customize my outreach using a value matrix, the breakdown of each buying center persona, their problems, and how I solve them.
  3. Where is my audience? In order to reach this audience I needed to decide where my audience is, in this case, business forums. But I looked into paid ad channels like LinkedIn, Google Ads, Facebook, and Twitter.

How I Set KPIs

I used KPIs to guide my business toward increased performance.
I set my North Star as number of users who were rated as at least an 80% according to our internal ranking system design for an app I developed.
I followed the smart method to create goals that performed best for the organizations I worked with.

KPIs I set include:
Sales: Number of New Contracts Signed Per Period
Financial: Growth in Revenue
Customer: Customers retained (churn rate), improving LTV (life time value)
Marketing: Lowering CPC, Improved ROAS

What is my North Star KPI?
What is the main KPI that will guide the business in its goals? An online ordering platform for example would set it as: number of mobile orders delivered

For setting KPIs I use the smart method to determine if they meet the checklist:

  • Is your objective Specific?
  • Can you Measure progress towards that goal?
  • Is the goal realistically Attainable?
  • How Relevant is the goal to your organization?
  • What is the Time-frame for achieving this goal?

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