The next step is to set your conversion goals. Find the metrics that
determine whether or not the variation is more successful than the
original version. Goals come from your business objectives, so as an
example, if you have to increase the sale of clothes in terms of
objectives, it can be as −
- Clear product images.
- Increase site visit rates.
- Reduce shopping cart drop rate.
Next is to define metrics that meet your business goals. A metric becomes a
KPI (Key Performance Indicator) only when it is measuring something connected to your objectives.
Example 1
Your Cloth store’s business goal is to sell clothes, so the KPI of
this business goal could be the number of clothes sold online. You need
to have your business objectives clearly defined otherwise you will not
be able to identify your KPI’s. If you set the KPIs correctly and
measure them periodically, you will keep your strategy on track to
create variations and perform A/B Testing. Next is to find the target
metrics for your business goals.
Example 2
Your cloth store sold 100 products last week. Is this OK or bad? For
your KPIs to mean something for you, they need target metrics. Define a
target for every KPI that is important to you. Once you define business
goals and target metrics then you have a framework, which will help to
determine if the work you will be doing is relevant to your business
goals or not.
A/B Testing – Generate Hypothesis
After identifying your business goals, the next step is to generate
A/B Testing ideas and hypothesis for why you think they will be better
than the current version. Create a list of all hypothesis that you think
you can create, prioritize all variations in terms of the expected
impact and how to implement them using various tools.
Example
You can reduce the bounce rate by adding more images at the bottom.
You can add links of various social sites to increase the conversion
rate as well.
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