no more excuses. create a testing plan with no traffic, time, or budget
TRANSCRIPT
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No more excusesCreate a testing plan withno traffic, time, or budget
#12NTCNoExcuses
Steve DaignaeultKira MarchenesePorter Mason
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Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad!
or Online using #12NTCNoExcuses@ www.nten.org/ntc/eval
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Who are these people?
Porter Mason
• Deputy Director, Social Media – US Fund for UNICEF
• @portermason
Steve Daignaeult
• Vice President, eCampaigns – M+R Strategic Services
• @Daigneault
Kira Marchenese
• Director, Internet Communications – Environmental Defense Fund
• @kiramarch
Slide 3#12NTCNoExcuses
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What are they going to say?
Porter Mason
• Obstacles to testing
• Where to start
Steve Daignaeult
• Prioritizing tests
• Choosing metrics
Kira Marchenese
• Making sense of your results
• Showing off sketches made with her fancy iPad
Slide 4#12NTCNoExcuses
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#12NTCNoExcuses
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You think you don’t have thetime/resources/money to test?
Yeah, you know, you, uh, I mean I don’t you, personally, or your individual situation, but, uh… honestly, and just speaking from my perspective really... You, uh... you know, you probably do.
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Why aren’t you testing?
• I don’t have time.• I don’t have money.• I don’t have resources.• I won’t learn anything.
• Yes, you do.• You don’t need any.• You don’t need any.• Yes, you will.
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Where to start?
ABT – “Always Be Tracking”
tracking
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Where to start?
Finding opportunities for testing•Email•Paid search•Website•Social
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Making it part of your workflow
Coding links must become normal practice.
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Making it part of your workflow
Gather ideas collaboratively.
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Making it part of your workflow
Take the edge off of creating variations.
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TAG! STEVE IS IT!
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Prioritizing which test to run
• What goal will this help you meet?• Can you expect a big lift?• How long will it take to get results?• How much time will it take to implement?• Will it be applicable to future results?
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Picking which metrics to use
• Email actions - Open, click, response, unsub• Donate forms - Completion, avg. gift, monthly• Advocacy/signup forms - Completion, opt-in
rate, add’l data rate• Social - Click, share, conversation, applause• Surveys
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Metrics of mixed value
• Emails Sent (but not delivered)• Open Rates• Clicks / Opens• Total Opens (not unique)• Total Clicks (not unique individuals)• Total File Size• Social followers (not engaged)
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Setting benchmarks
• M+R and NTEN - benchmark study• Convio• Target analysis• Your own benchmarks!
– Save your results– Repeat!
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TAG! KIRA IS IT!
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Idea #1
More data better decisions
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Idea #2
Choose your sample thoughtfully
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Idea #3
Bigger differences are easier to see
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Idea #4
Yes/no questions are easier than amounts
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TAG! PORTER IS IT!
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So what now?
Tools•Google Analytics•Google Website Optimizer•UTM code builder•bit.ly, tiny.ly•WhichTestWon.com•Website Optimizer Duration Calculator•Sample size calculator•Chi-squared test
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So what now?
Step 1. Things you can do right now•Open a Google Analytics account (or at least bookmark it)•Open a Google Website Optimizer account (or at least bookmark it)•Bookmark the UTM tracking code page•Open a url shortener account•Rate this session highly
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So what now?
Step 2. Things to do when you get back•Add Analytics code to your site •Decide UTM code standard, start using it•Start adding/soliciting ideas for that testing doc•Look at Analytics data, determine “traffic centers”•Look into tracking/source code info of your CRM (Convio, etc.)•Set up an initial sample test in GWO, get a feel for how it works
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So what now?
Step 3. Things to do in a few weeks•Pick at least one test and start it (let us know!)•Create a calendar (shareable) for testing and add a few more (be realistic)•Add to calendar when you’ll check data (don’t do it constantly!)•Add to calendar when you’ll update the calendar•Make a testing results doc (shareable)
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So what now?
Step 4. PROFIT•Gain fame•Attain fortune•Brag to co-workers and friends
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Questions? #12NTCNoExcuses
Porter Mason
• @portermason
Steve Daignaeult
• @Daigneault
Kira Marchenese
• @kiramarch
Slide 44No more excuses
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Keep in touch!
Porter Mason
• @portermason
Steve Daignaeult
• @Daigneault
Kira Marchenese
• @kiramarch
Slide 45No more excuses
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Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad!
or Online using #12NTCNoExcuses@ www.nten.org/ntc/eval