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2613 lines
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2613 lines
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the okay now all looks good thank
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2
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you for joining us today frederick the
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3
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floor is yours thanks so much everyone
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4
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for being here my name is phil
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5
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and i'm going to talk about the
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matter among convert
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option route to musician to date
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just to as a reminder you are
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9
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able to tune the chatroom onto a
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10
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metal wall comes to the department site
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just go into the into the talk
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12
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card and new ability to join to
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13
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there
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14
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the chest to two if you if
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15
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you ever got some questions i can
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16
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answered
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okay so here's what we're going to
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18
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talk about today first of all i'm
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19
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going to introduce myself then we're going
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20
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to talk about the prerequisites for me
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condition rated tradition with metal then we
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22
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will talk about how you can find
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23
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your first optimization high to use then
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24
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00:01:02,130 --> 00:01:04,769
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how you can prioritize these harnesses using
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25
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some c
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26
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part of frameworks and how you can
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27
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use matter more buicks analytics features in
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28
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the process how to write your testing
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29
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that both of his and how to
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30
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make your head and he tests using
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31
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maternal system features
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so with digital analytics and crm consultant
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33
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i've been working with several companies and
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34
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several organization independent settle
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35
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i i am specializing developers open source
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for the is for about two years
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37
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now
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38
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and i also was a peter the
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39
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technical director about from of digital marketing
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40
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master so i'm quite used to teaching
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41
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and building can
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42
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teaching programs here you can find lining
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43
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up being tiny if you are interested
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44
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00:02:04,470 --> 00:02:08,400
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okay so what do we need to
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45
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00:02:09,000 --> 00:02:11,610
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to do conversion rate optimization with matin
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46
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the first thing we need to do
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47
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is to define what performance is so
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48
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i have a definition here her performance
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49
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expresses the level of achievement puppy object
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50
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is person
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51
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so here's really something important to the
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52
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people to to know what we're talking
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53
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about because we are talking about something
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54
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which is performances it's really important to
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55
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know what we are meaning would be
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56
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safer from us
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57
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so now you need to define the
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objectives which means the business goal
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59
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first of all going to to give
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60
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you an example you may want to
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61
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increase the part of people whom you
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62
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purchase one of your products sharp and
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63
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commerce websites and then you need to
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64
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define the level of achievement which means
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65
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the indicators the trestles and the seconds
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66
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so for instance for the ecommerce
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67
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conversion rate the pain de coteau gear
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ecommerce conversion rate we could decide that
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69
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this result is two persons and we
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70
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could decide that distressful is for all
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users and to keep going through this
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72
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process we will use her two main
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73
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talks the first one is the kpi-jci
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74
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from work
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75
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and the second one was the miserable
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76
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clan and the tabletten
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when you want to do optimization on
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78
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and then it seeks to slight matter
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79
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on you you'll need to have
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80
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as many data as possible to to
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81
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have a granted analysis so it's really
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82
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important to have a proper tax planning
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83
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proper keep you out from
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84
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so what is atp iii framework
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85
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basically it's a document that explains how
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86
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you're going to measure performers through different
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87
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level of engagement from the user point
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88
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of view
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89
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hope you start you always start with
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90
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your business goal and in the scope
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91
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of reach the first level of engagement
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92
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you want to increase the visibility of
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93
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your sights on the level engagement you
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94
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want to increase the number of qualified
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95
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users on the weapon the platforms you
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96
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may also want to
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97
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engage the audience and you may want
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98
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to divert the visitor base within the
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99
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digital ecosystem if you have several websites
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100
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or apps
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101
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on the conversion level you want to
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102
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facilitate to unlock the realization of actions
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103
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having a direct impact on the business
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104
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and on the advocacy that you may
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105
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want to maintain and develop the relationship
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106
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create the site's audience increase the number
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107
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of contests in this jar empty up
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108
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visitors on social networks and then the
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109
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interactions on the community
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110
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pity her on social networks so for
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111
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each of these business goal posts you
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112
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will honor the gpl level which means
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113
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macro indicators you have you define certain
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114
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indicators so for instance for reach and
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115
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increase the visibility of websites you want
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116
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to increase traffic volume
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117
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then you have the description of the
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118
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metric you have the matter moon at
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119
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which you have the threshold and you
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120
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have the source
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121
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so here we are going to take
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122
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a look at this part here but
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123
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it's really it's really important to have
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124
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all the levels of customer engagements so
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125
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that you know if you have your
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126
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preferences is good or nuts for instance
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127
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on a monthly basis and surely
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128
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also you can see that sometimes you
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129
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have a matter more as the main
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130
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source of data and you'll also sometimes
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131
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have external tools such as as your
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132
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tools and sometimes social media
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133
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on this document there are some things
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134
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that are missing but i just wanted
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135
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to show you a big picture of
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136
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it what is missing is the segment
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137
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and what is missing is also the
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138
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calculation of the indicator
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139
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what you need after that is to
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140
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the measurement plan and the measurement plan
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141
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is to document where you explain
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142
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what are all the actions you're going
|
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143
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|
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to track with metamorph mainly using
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144
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even tax so for instance here you
|
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145
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00:06:41,700 --> 00:06:44,130
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have the page template and all the
|
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146
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|
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actions that the users can do on
|
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147
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the specific pitch templates the type of
|
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148
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|
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attack he sure you're going to use
|
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149
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00:06:53,010 --> 00:06:54,270
|
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in order to move and then the
|
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150
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00:06:54,270 --> 00:06:57,270
|
||
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pocketed tour of your event category action
|
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151
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and name
|
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152
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|
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says this is a really important also
|
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153
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00:07:02,280 --> 00:07:05,220
|
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because we are talking about kitty eyes
|
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154
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||
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00:07:05,220 --> 00:07:07,138
|
||
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me which means we're talking about indicators
|
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|
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155
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00:07:07,138 --> 00:07:09,030
|
||
|
that we will give to the top
|
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156
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||
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00:07:09,030 --> 00:07:11,340
|
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management but sometimes you are also
|
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157
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00:07:12,600 --> 00:07:14,520
|
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|
marketing teams that want to
|
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158
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00:07:15,720 --> 00:07:19,230
|
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they increase their level of engagement and
|
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159
|
||
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00:07:19,235 --> 00:07:22,170
|
||
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their level of some events some realization
|
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|
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160
|
||
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00:07:22,170 --> 00:07:24,360
|
||
|
of events so it's important that list
|
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|
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161
|
||
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00:07:24,360 --> 00:07:26,580
|
||
|
everything here in that you can have
|
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|
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|
162
|
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00:07:26,580 --> 00:07:28,530
|
||
|
that in your matomo instance
|
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|
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|
163
|
||
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00:07:31,410 --> 00:07:33,151
|
||
|
and once you have your permission and
|
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|
||
|
164
|
||
|
00:07:33,151 --> 00:07:35,610
|
||
|
plan then you can go on and
|
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|
||
|
165
|
||
|
00:07:36,030 --> 00:07:38,760
|
||
|
write down your tagging plan and here
|
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|
|
||
|
166
|
||
|
00:07:39,240 --> 00:07:41,283
|
||
|
this is the technical part where where
|
||
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|
||
|
167
|
||
|
00:07:41,370 --> 00:07:44,040
|
||
|
you tell her the dev teams what
|
||
|
|
||
|
168
|
||
|
00:07:44,040 --> 00:07:46,320
|
||
|
type of coach to push on the
|
||
|
|
||
|
169
|
||
|
00:07:46,320 --> 00:07:48,870
|
||
|
page so here we have the data
|
||
|
|
||
|
170
|
||
|
00:07:48,875 --> 00:07:49,920
|
||
|
layer for the
|
||
|
|
||
|
171
|
||
|
00:07:50,520 --> 00:07:52,860
|
||
|
events and here you can see the
|
||
|
|
||
|
172
|
||
|
00:07:52,860 --> 00:07:54,780
|
||
|
tracking code and all that the different
|
||
|
|
||
|
173
|
||
|
00:07:54,780 --> 00:07:57,210
|
||
|
town veterans that are pushed to them
|
||
|
|
||
|
174
|
||
|
00:07:58,230 --> 00:07:59,580
|
||
|
to load the data there
|
||
|
|
||
|
175
|
||
|
00:08:01,680 --> 00:08:04,110
|
||
|
and then last but not least you
|
||
|
|
||
|
176
|
||
|
00:08:04,110 --> 00:08:07,290
|
||
|
also have to add otho that different
|
||
|
|
||
|
177
|
||
|
00:08:07,290 --> 00:08:09,360
|
||
|
values for you we will be using
|
||
|
|
||
|
178
|
||
|
00:08:09,360 --> 00:08:11,400
|
||
|
as some custom dimensions
|
||
|
|
||
|
179
|
||
|
00:08:12,630 --> 00:08:15,030
|
||
|
this is really important also to to
|
||
|
|
||
|
180
|
||
|
00:08:15,030 --> 00:08:17,670
|
||
|
add a really granular analysis and two
|
||
|
|
||
|
181
|
||
|
00:08:17,670 --> 00:08:21,420
|
||
|
people to segment all your optimizations
|
||
|
|
||
|
182
|
||
|
00:08:24,810 --> 00:08:27,840
|
||
|
okay now you have sure katie i
|
||
|
|
||
|
183
|
||
|
00:08:27,840 --> 00:08:29,670
|
||
|
from work you have your tagging plan
|
||
|
|
||
|
184
|
||
|
00:08:30,720 --> 00:08:33,480
|
||
|
you can start with mason so we
|
||
|
|
||
|
185
|
||
|
00:08:33,630 --> 00:08:36,900
|
||
|
defined what performance is not what we
|
||
|
|
||
|
186
|
||
|
00:08:36,900 --> 00:08:39,480
|
||
|
are going to do is define what
|
||
|
|
||
|
187
|
||
|
00:08:39,480 --> 00:08:43,289
|
||
|
conversion rate optimization is the name of
|
||
|
|
||
|
188
|
||
|
00:08:43,289 --> 00:08:45,510
|
||
|
what we are doing you are probably
|
||
|
|
||
|
189
|
||
|
00:08:45,510 --> 00:08:50,130
|
||
|
new search engine optimization all kind of
|
||
|
|
||
|
190
|
||
|
00:08:51,420 --> 00:08:55,350
|
||
|
stuff doing optimization but the it's it's
|
||
|
|
||
|
191
|
||
|
00:08:55,350 --> 00:08:58,050
|
||
|
quite specific here because cr one is
|
||
|
|
||
|
192
|
||
|
00:08:58,050 --> 00:09:00,090
|
||
|
sir i have a definitional so it's
|
||
|
|
||
|
193
|
||
|
00:09:00,090 --> 00:09:02,370
|
||
|
the practice of increasing the percentage of
|
||
|
|
||
|
194
|
||
|
00:09:02,370 --> 00:09:04,590
|
||
|
user who perform the desired action on
|
||
|
|
||
|
195
|
||
|
00:09:04,590 --> 00:09:06,780
|
||
|
the website but i have a problem
|
||
|
|
||
|
196
|
||
|
00:09:06,780 --> 00:09:11,010
|
||
|
with this definition because acumen example below
|
||
|
|
||
|
197
|
||
|
00:09:11,880 --> 00:09:14,970
|
||
|
if you increase have if you suddenly
|
||
|
|
||
|
198
|
||
|
00:09:15,210 --> 00:09:17,160
|
||
|
drops of salt if you drop the
|
||
|
|
||
|
199
|
||
|
00:09:17,160 --> 00:09:20,940
|
||
|
prices by power same ninety percent you
|
||
|
|
||
|
200
|
||
|
00:09:20,940 --> 00:09:24,750
|
||
|
will have a really good impact positive
|
||
|
|
||
|
201
|
||
|
00:09:24,750 --> 00:09:27,540
|
||
|
impact on your conversion rates but that's
|
||
|
|
||
|
202
|
||
|
00:09:27,540 --> 00:09:30,390
|
||
|
not what you want because only increasing
|
||
|
|
||
|
203
|
||
|
00:09:30,390 --> 00:09:31,200
|
||
|
the conversion rate
|
||
|
|
||
|
204
|
||
|
00:09:31,290 --> 00:09:32,280
|
||
|
is is not enough
|
||
|
|
||
|
205
|
||
|
00:09:33,441 --> 00:09:35,820
|
||
|
i think we should talk about conversion
|
||
|
|
||
|
206
|
||
|
00:09:35,850 --> 00:09:39,810
|
||
|
volume and value optimization in not only
|
||
|
|
||
|
207
|
||
|
00:09:39,810 --> 00:09:42,060
|
||
|
conversion rate optimization
|
||
|
|
||
|
208
|
||
|
00:09:45,330 --> 00:09:45,840
|
||
|
okay
|
||
|
|
||
|
209
|
||
|
00:09:47,220 --> 00:09:49,110
|
||
|
now we have defined what we will
|
||
|
|
||
|
210
|
||
|
00:09:49,110 --> 00:09:51,750
|
||
|
be doing help how can we find
|
||
|
|
||
|
211
|
||
|
00:09:51,750 --> 00:09:54,930
|
||
|
our first optimization ideas i took the
|
||
|
|
||
|
212
|
||
|
00:09:54,960 --> 00:09:59,040
|
||
|
example of an ecommerce website because this
|
||
|
|
||
|
213
|
||
|
00:09:59,040 --> 00:10:01,770
|
||
|
is really an example where we're talking
|
||
|
|
||
|
214
|
||
|
00:10:01,770 --> 00:10:05,190
|
||
|
about money so performance here is already
|
||
|
|
||
|
215
|
||
|
00:10:05,400 --> 00:10:06,360
|
||
|
simple to understand
|
||
|
|
||
|
216
|
||
|
00:10:07,692 --> 00:10:10,145
|
||
|
when you have your indicators you can
|
||
|
|
||
|
217
|
||
|
00:10:10,145 --> 00:10:13,505
|
||
|
compare the metrics between the different segment
|
||
|
|
||
|
218
|
||
|
00:10:13,565 --> 00:10:16,415
|
||
|
and the audiences for for instance we
|
||
|
|
||
|
219
|
||
|
00:10:16,415 --> 00:10:20,285
|
||
|
decided that our average conversion rate should
|
||
|
|
||
|
220
|
||
|
00:10:20,285 --> 00:10:22,115
|
||
|
be that say two percent
|
||
|
|
||
|
221
|
||
|
00:10:23,225 --> 00:10:25,715
|
||
|
and when we compare the conversion rates
|
||
|
|
||
|
222
|
||
|
00:10:26,315 --> 00:10:30,785
|
||
|
by mobile desktop tablet we see that
|
||
|
|
||
|
223
|
||
|
00:10:30,785 --> 00:10:34,295
|
||
|
there are huge differences so now we
|
||
|
|
||
|
224
|
||
|
00:10:34,295 --> 00:10:38,795
|
||
|
should ask ourselves questions which will be
|
||
|
|
||
|
225
|
||
|
00:10:38,825 --> 00:10:42,515
|
||
|
why is there such differences between devices
|
||
|
|
||
|
226
|
||
|
00:10:43,595 --> 00:10:45,335
|
||
|
being in the real world we knew
|
||
|
|
||
|
227
|
||
|
00:10:45,335 --> 00:10:46,925
|
||
|
that most of the time
|
||
|
|
||
|
228
|
||
|
00:10:47,947 --> 00:10:48,665
|
||
|
people
|
||
|
|
||
|
229
|
||
|
00:10:49,895 --> 00:10:52,925
|
||
|
made their first visits with a mobile
|
||
|
|
||
|
230
|
||
|
00:10:52,925 --> 00:10:55,925
|
||
|
device and then finished the audio on
|
||
|
|
||
|
231
|
||
|
00:10:55,985 --> 00:10:59,195
|
||
|
a laptop or desktop but cheerful the
|
||
|
|
||
|
232
|
||
|
00:10:59,195 --> 00:11:02,105
|
||
|
example we will assume that people start
|
||
|
|
||
|
233
|
||
|
00:11:02,105 --> 00:11:05,015
|
||
|
their session that visits on the device
|
||
|
|
||
|
234
|
||
|
00:11:05,075 --> 00:11:08,165
|
||
|
and finish or don't finish to the
|
||
|
|
||
|
235
|
||
|
00:11:08,615 --> 00:11:09,155
|
||
|
purchase
|
||
|
|
||
|
236
|
||
|
00:11:10,055 --> 00:11:12,065
|
||
|
process so here we see a huge
|
||
|
|
||
|
237
|
||
|
00:11:12,065 --> 00:11:14,615
|
||
|
difference between desktop and mobile
|
||
|
|
||
|
238
|
||
|
00:11:16,235 --> 00:11:18,395
|
||
|
what should we do we should go
|
||
|
|
||
|
239
|
||
|
00:11:18,485 --> 00:11:21,215
|
||
|
and looking to the e commerce says
|
||
|
|
||
|
240
|
||
|
00:11:21,215 --> 00:11:23,375
|
||
|
for them to see if we a
|
||
|
|
||
|
241
|
||
|
00:11:23,375 --> 00:11:27,185
|
||
|
freaking see any difference in the checkout
|
||
|
|
||
|
242
|
||
|
00:11:27,185 --> 00:11:29,615
|
||
|
steps between the different devices
|
||
|
|
||
|
243
|
||
|
00:11:30,965 --> 00:11:34,505
|
||
|
so what you're going to do is
|
||
|
|
||
|
244
|
||
|
00:11:34,595 --> 00:11:36,245
|
||
|
you are going to go in the
|
||
|
|
||
|
245
|
||
|
00:11:36,265 --> 00:11:39,245
|
||
|
funnel records and she got the different
|
||
|
|
||
|
246
|
||
|
00:11:39,245 --> 00:11:42,185
|
||
|
steps so here is her potent application
|
||
|
|
||
|
247
|
||
|
00:11:42,365 --> 00:11:45,935
|
||
|
sign up payment and conversion
|
||
|
|
||
|
248
|
||
|
00:11:47,015 --> 00:11:48,785
|
||
|
and what you want to do here
|
||
|
|
||
|
249
|
||
|
00:11:48,785 --> 00:11:50,975
|
||
|
is to use segments moving matter more
|
||
|
|
||
|
250
|
||
|
00:11:51,305 --> 00:11:53,165
|
||
|
and see if you see any difference
|
||
|
|
||
|
251
|
||
|
00:11:53,315 --> 00:11:56,405
|
||
|
and if you see any difference then
|
||
|
|
||
|
252
|
||
|
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you may want to try to optimize
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253
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if you see a huge dude smooth
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254
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|
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for instance at the payment information step
|
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255
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|
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let's say for mobile users you may
|
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256
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00:12:14,885 --> 00:12:18,695
|
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want to investigate further but this is
|
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257
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00:12:18,695 --> 00:12:20,885
|
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not what we're going to do now
|
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258
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00:12:21,365 --> 00:12:21,545
|
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bitch
|
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259
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|
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because we're going to see that step
|
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260
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|
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four how to use matter what your
|
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261
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|
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accent features not we're going to to
|
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262
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00:12:29,645 --> 00:12:33,695
|
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continue and talk about conversion rate optimization
|
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263
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|
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frameworks
|
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264
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00:12:35,735 --> 00:12:38,645
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because we need to structure our approach
|
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265
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00:12:39,515 --> 00:12:41,525
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to ego transitioning we could do what
|
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266
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we call your mystic analysis
|
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267
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00:12:45,905 --> 00:12:48,155
|
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just to have two words about what's
|
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268
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00:12:48,185 --> 00:12:50,615
|
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yours to candidates is is just you
|
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269
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00:12:50,645 --> 00:12:53,345
|
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go through your websites through your congressional
|
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|
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|
270
|
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00:12:53,345 --> 00:12:56,225
|
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|
journey and used you take notes on
|
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271
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00:12:56,285 --> 00:12:59,135
|
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what's wrong from your point of view
|
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|
272
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00:13:00,545 --> 00:13:02,555
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might say on the product page i
|
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273
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00:13:02,555 --> 00:13:06,125
|
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find that pictures are too small i
|
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274
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00:13:06,155 --> 00:13:08,825
|
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think that the etiquette person is not
|
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275
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00:13:08,825 --> 00:13:12,515
|
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printing it enough it's below the fold
|
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276
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00:13:12,605 --> 00:13:15,245
|
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of stuff like that you can also
|
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277
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00:13:16,325 --> 00:13:18,935
|
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to some kind of benchmark with competitors
|
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278
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00:13:19,205 --> 00:13:21,245
|
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saying yes i'm on the product page
|
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|
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279
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00:13:21,305 --> 00:13:23,165
|
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me to stuff that you don't and
|
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|
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280
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00:13:23,165 --> 00:13:25,655
|
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i think this this could be a
|
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281
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00:13:25,655 --> 00:13:27,875
|
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good idea but it's quite risky because
|
||
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|
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|
282
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00:13:27,875 --> 00:13:30,545
|
||
|
once again this would be your own
|
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|
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283
|
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00:13:30,545 --> 00:13:32,885
|
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opinion and we have been marketing so
|
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284
|
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00:13:33,005 --> 00:13:36,065
|
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our own opinions should should not wait
|
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285
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||
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00:13:36,065 --> 00:13:36,425
|
||
|
that long
|
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|
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|
286
|
||
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00:13:36,425 --> 00:13:38,495
|
||
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such in our decision so that's the
|
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|
|
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|
287
|
||
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00:13:38,495 --> 00:13:40,205
|
||
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reason why we should rely on data
|
||
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|
||
|
288
|
||
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00:13:40,625 --> 00:13:42,125
|
||
|
and on the frameworks
|
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|
||
|
289
|
||
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00:13:44,585 --> 00:13:47,585
|
||
|
so i engage you i give you
|
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|
||
|
290
|
||
|
00:13:47,585 --> 00:13:50,105
|
||
|
here i unnatural three or four temple
|
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|
|
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|
291
|
||
|
00:13:50,105 --> 00:13:53,315
|
||
|
of of of cr of are the
|
||
|
|
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|
292
|
||
|
00:13:53,315 --> 00:13:54,905
|
||
|
first ones t i e
|
||
|
|
||
|
293
|
||
|
00:13:56,315 --> 00:13:58,115
|
||
|
which is a model done by a
|
||
|
|
||
|
294
|
||
|
00:13:58,175 --> 00:13:59,015
|
||
|
wide funnel
|
||
|
|
||
|
295
|
||
|
00:14:00,185 --> 00:14:03,215
|
||
|
in fact you have marks here for
|
||
|
|
||
|
296
|
||
|
00:14:03,785 --> 00:14:04,415
|
||
|
every
|
||
|
|
||
|
297
|
||
|
00:14:05,645 --> 00:14:09,335
|
||
|
lift organization zones and you have three
|
||
|
|
||
|
298
|
||
|
00:14:09,395 --> 00:14:12,665
|
||
|
items the potential of the change the
|
||
|
|
||
|
299
|
||
|
00:14:12,665 --> 00:14:16,205
|
||
|
importance of the top the changes in
|
||
|
|
||
|
300
|
||
|
00:14:16,205 --> 00:14:19,175
|
||
|
the ease of the changes and then
|
||
|
|
||
|
301
|
||
|
00:14:19,295 --> 00:14:21,635
|
||
|
we'll have scored in the high court
|
||
|
|
||
|
302
|
||
|
00:14:21,635 --> 00:14:22,025
|
||
|
miss
|
||
|
|
||
|
303
|
||
|
00:14:23,255 --> 00:14:26,525
|
||
|
the first the optimization should be done
|
||
|
|
||
|
304
|
||
|
00:14:29,675 --> 00:14:33,665
|
||
|
then you have another example of seattle
|
||
|
|
||
|
305
|
||
|
00:14:33,665 --> 00:14:37,355
|
||
|
framework which is the ice model which
|
||
|
|
||
|
306
|
||
|
00:14:37,355 --> 00:14:40,955
|
||
|
was created by sean ennis asher again
|
||
|
|
||
|
307
|
||
|
00:14:40,955 --> 00:14:44,135
|
||
|
you have three items the impacts what
|
||
|
|
||
|
308
|
||
|
00:14:44,135 --> 00:14:46,235
|
||
|
will be the impact if this works
|
||
|
|
||
|
309
|
||
|
00:14:46,625 --> 00:14:47,705
|
||
|
confidence how
|
||
|
|
||
|
310
|
||
|
00:14:47,735 --> 00:14:51,215
|
||
|
confident am i that this will work
|
||
|
|
||
|
311
|
||
|
00:14:51,215 --> 00:14:54,335
|
||
|
in peace what is the ease of
|
||
|
|
||
|
312
|
||
|
00:14:54,395 --> 00:14:55,685
|
||
|
implementation that
|
||
|
|
||
|
313
|
||
|
00:14:56,855 --> 00:14:59,345
|
||
|
this year i have a problem with
|
||
|
|
||
|
314
|
||
|
00:14:59,345 --> 00:15:02,525
|
||
|
it how confident am i since it's
|
||
|
|
||
|
315
|
||
|
00:15:02,525 --> 00:15:04,355
|
||
|
something that i'm going to propose
|
||
|
|
||
|
316
|
||
|
00:15:05,465 --> 00:15:09,875
|
||
|
i think that i will be confident
|
||
|
|
||
|
317
|
||
|
00:15:09,875 --> 00:15:12,455
|
||
|
in it that confidence is not something
|
||
|
|
||
|
318
|
||
|
00:15:13,895 --> 00:15:15,575
|
||
|
really scientific or so
|
||
|
|
||
|
319
|
||
|
00:15:16,985 --> 00:15:21,053
|
||
|
at this this exists so this is
|
||
|
|
||
|
320
|
||
|
00:15:21,145 --> 00:15:22,775
|
||
|
good to know that it exists but
|
||
|
|
||
|
321
|
||
|
00:15:22,835 --> 00:15:25,085
|
||
|
it's it's not something that i would
|
||
|
|
||
|
322
|
||
|
00:15:25,085 --> 00:15:26,525
|
||
|
recommend to to use
|
||
|
|
||
|
323
|
||
|
00:15:28,895 --> 00:15:31,685
|
||
|
you have also another model by done
|
||
|
|
||
|
324
|
||
|
00:15:31,685 --> 00:15:33,275
|
||
|
by had wire
|
||
|
|
||
|
325
|
||
|
00:15:34,535 --> 00:15:36,785
|
||
|
and here you have one points or
|
||
|
|
||
|
326
|
||
|
00:15:36,845 --> 00:15:40,025
|
||
|
zero points for each item so let's
|
||
|
|
||
|
327
|
||
|
00:15:40,025 --> 00:15:40,475
|
||
|
say
|
||
|
|
||
|
328
|
||
|
00:15:42,335 --> 00:15:45,125
|
||
|
this optimization a optimization idea will support
|
||
|
|
||
|
329
|
||
|
00:15:45,126 --> 00:15:46,415
|
||
|
the companion matrix
|
||
|
|
||
|
330
|
||
|
00:15:47,795 --> 00:15:49,805
|
||
|
yes or no one or zero
|
||
|
|
||
|
331
|
||
|
00:15:51,995 --> 00:15:54,905
|
||
|
are when the test has changed on
|
||
|
|
||
|
332
|
||
|
00:15:54,908 --> 00:15:57,635
|
||
|
the results opening pages just for notebook
|
||
|
|
||
|
333
|
||
|
00:15:57,649 --> 00:16:00,905
|
||
|
again on pause or is it a
|
||
|
|
||
|
334
|
||
|
00:16:00,905 --> 00:16:02,825
|
||
|
change above the photo below the four
|
||
|
|
||
|
335
|
||
|
00:16:03,665 --> 00:16:05,645
|
||
|
okay i'm looking to to to explain
|
||
|
|
||
|
336
|
||
|
00:16:05,645 --> 00:16:07,475
|
||
|
everything that you understand the principle of
|
||
|
|
||
|
337
|
||
|
00:16:08,105 --> 00:16:09,965
|
||
|
one or zero and the higher the
|
||
|
|
||
|
338
|
||
|
00:16:09,965 --> 00:16:10,805
|
||
|
note the quicker
|
||
|
|
||
|
339
|
||
|
00:16:11,574 --> 00:16:12,935
|
||
|
the tests should be run
|
||
|
|
||
|
340
|
||
|
00:16:14,975 --> 00:16:17,255
|
||
|
and the last one it's the p
|
||
|
|
||
|
341
|
||
|
00:16:17,255 --> 00:16:20,555
|
||
|
x l framework proposed by conversion xl
|
||
|
|
||
|
342
|
||
|
00:16:21,425 --> 00:16:24,335
|
||
|
and again it's a it's a a
|
||
|
|
||
|
343
|
||
|
00:16:24,335 --> 00:16:27,755
|
||
|
march imitation system with one zero or
|
||
|
|
||
|
344
|
||
|
00:16:27,755 --> 00:16:30,875
|
||
|
two and the higher the note that
|
||
|
|
||
|
345
|
||
|
00:16:31,835 --> 00:16:33,755
|
||
|
the most important to the test
|
||
|
|
||
|
346
|
||
|
00:16:35,585 --> 00:16:37,865
|
||
|
so what's you what you have to
|
||
|
|
||
|
347
|
||
|
00:16:37,865 --> 00:16:40,685
|
||
|
do what he wanted optimization is to
|
||
|
|
||
|
348
|
||
|
00:16:40,685 --> 00:16:43,385
|
||
|
go through the data go through other
|
||
|
|
||
|
349
|
||
|
00:16:43,385 --> 00:16:49,355
|
||
|
websites and look for huge differences in
|
||
|
|
||
|
350
|
||
|
00:16:49,355 --> 00:16:51,305
|
||
|
one you find once you find those
|
||
|
|
||
|
351
|
||
|
00:16:51,305 --> 00:16:54,395
|
||
|
huge differences then you have to investigate
|
||
|
|
||
|
352
|
||
|
00:16:54,425 --> 00:16:54,875
|
||
|
further
|
||
|
|
||
|
353
|
||
|
00:16:57,425 --> 00:16:59,975
|
||
|
and when you want to investigate further
|
||
|
|
||
|
354
|
||
|
00:16:59,975 --> 00:17:02,899
|
||
|
that's when the wax analytics features come
|
||
|
|
||
|
355
|
||
|
00:17:02,915 --> 00:17:03,635
|
||
|
to this
|
||
|
|
||
|
356
|
||
|
00:17:04,744 --> 00:17:10,115
|
||
|
i mean you saw that in the
|
||
|
|
||
|
357
|
||
|
00:17:10,115 --> 00:17:12,035
|
||
|
check out to payment info it's really
|
||
|
|
||
|
358
|
||
|
00:17:12,035 --> 00:17:15,785
|
||
|
lower for mobile users but you you
|
||
|
|
||
|
359
|
||
|
00:17:15,785 --> 00:17:18,395
|
||
|
don't know exactly what the issue is
|
||
|
|
||
|
360
|
||
|
00:17:18,395 --> 00:17:20,704
|
||
|
when you only look at statistical data
|
||
|
|
||
|
361
|
||
|
00:17:20,733 --> 00:17:24,335
|
||
|
with a metal so you may have
|
||
|
|
||
|
362
|
||
|
00:17:24,335 --> 00:17:24,875
|
||
|
an idea
|
||
|
|
||
|
363
|
||
|
00:17:24,905 --> 00:17:29,045
|
||
|
but you have to confirm that your
|
||
|
|
||
|
364
|
||
|
00:17:29,045 --> 00:17:31,085
|
||
|
aunt here is a ghost in the
|
||
|
|
||
|
365
|
||
|
00:17:31,085 --> 00:17:31,865
|
||
|
right direction
|
||
|
|
||
|
366
|
||
|
00:17:34,895 --> 00:17:37,475
|
||
|
so here is what you can use
|
||
|
|
||
|
367
|
||
|
00:17:37,475 --> 00:17:39,155
|
||
|
as features of pinnacle
|
||
|
|
||
|
368
|
||
|
00:17:40,325 --> 00:17:42,875
|
||
|
here it's it is examples taken from
|
||
|
|
||
|
369
|
||
|
00:17:43,265 --> 00:17:45,965
|
||
|
the material the more website
|
||
|
|
||
|
370
|
||
|
00:17:46,985 --> 00:17:49,685
|
||
|
i i think that you all are
|
||
|
|
||
|
371
|
||
|
00:17:49,685 --> 00:17:51,725
|
||
|
aware of what session recordings optum grip
|
||
|
|
||
|
372
|
||
|
00:17:51,755 --> 00:17:54,185
|
||
|
going to just re explain it just
|
||
|
|
||
|
373
|
||
|
00:17:54,185 --> 00:17:56,285
|
||
|
in case what it does is that
|
||
|
|
||
|
374
|
||
|
00:17:56,315 --> 00:17:58,835
|
||
|
it takes video snapshots of
|
||
|
|
||
|
375
|
||
|
00:18:00,635 --> 00:18:02,735
|
||
|
users turn on the website so it
|
||
|
|
||
|
376
|
||
|
00:18:02,825 --> 00:18:06,695
|
||
|
allows you to watch to watch playbacks
|
||
|
|
||
|
377
|
||
|
00:18:06,755 --> 00:18:09,935
|
||
|
video playbacks of users turns on the
|
||
|
|
||
|
378
|
||
|
00:18:09,935 --> 00:18:12,789
|
||
|
website so for instance on the on
|
||
|
|
||
|
379
|
||
|
00:18:12,791 --> 00:18:15,155
|
||
|
the example i took on the payment
|
||
|
|
||
|
380
|
||
|
00:18:15,155 --> 00:18:18,160
|
||
|
info you see that mobile users don't
|
||
|
|
||
|
381
|
||
|
00:18:18,160 --> 00:18:19,895
|
||
|
can go through entered
|
||
|
|
||
|
382
|
||
|
00:18:20,135 --> 00:18:22,895
|
||
|
don't finalize their purchase so you can
|
||
|
|
||
|
383
|
||
|
00:18:22,985 --> 00:18:24,515
|
||
|
ask madam what to record
|
||
|
|
||
|
384
|
||
|
00:18:25,805 --> 00:18:28,715
|
||
|
to curb this behavior and then too
|
||
|
|
||
|
385
|
||
|
00:18:28,745 --> 00:18:31,505
|
||
|
you can watch the playback just to
|
||
|
|
||
|
386
|
||
|
00:18:31,505 --> 00:18:34,535
|
||
|
confirm your your hypothesis that might be
|
||
|
|
||
|
387
|
||
|
00:18:35,105 --> 00:18:37,780
|
||
|
i don't know it's it's it's not
|
||
|
|
||
|
388
|
||
|
00:18:37,780 --> 00:18:39,875
|
||
|
to mobile friendly or i don't know
|
||
|
|
||
|
389
|
||
|
00:18:39,875 --> 00:18:42,215
|
||
|
what you you can watch the videos
|
||
|
|
||
|
390
|
||
|
00:18:42,215 --> 00:18:44,281
|
||
|
just to confirm the idea you have
|
||
|
|
||
|
391
|
||
|
00:18:44,281 --> 00:18:45,785
|
||
|
about why it's not working
|
||
|
|
||
|
392
|
||
|
00:18:46,175 --> 00:18:46,985
|
||
|
and as it should
|
||
|
|
||
|
393
|
||
|
00:18:49,295 --> 00:18:52,835
|
||
|
so he tests again a screenshot of
|
||
|
|
||
|
394
|
||
|
00:18:52,835 --> 00:18:56,255
|
||
|
what it does you have here the
|
||
|
|
||
|
395
|
||
|
00:18:56,255 --> 00:18:57,365
|
||
|
movement of the mouse
|
||
|
|
||
|
396
|
||
|
00:18:58,505 --> 00:19:00,005
|
||
|
on the on the on the page
|
||
|
|
||
|
397
|
||
|
00:19:02,855 --> 00:19:05,314
|
||
|
what you can use also as multiple
|
||
|
|
||
|
398
|
||
|
00:19:05,314 --> 00:19:06,304
|
||
|
features for
|
||
|
|
||
|
399
|
||
|
00:19:07,775 --> 00:19:10,835
|
||
|
just to confirm you on your idea
|
||
|
|
||
|
400
|
||
|
00:19:10,835 --> 00:19:13,805
|
||
|
is to use the it maps feature
|
||
|
|
||
|
401
|
||
|
00:19:14,765 --> 00:19:16,745
|
||
|
so imagine that scene you have this
|
||
|
|
||
|
402
|
||
|
00:19:17,225 --> 00:19:20,765
|
||
|
payment info page and you should click
|
||
|
|
||
|
403
|
||
|
00:19:20,765 --> 00:19:23,105
|
||
|
on the accept the terms of sansa
|
||
|
|
||
|
404
|
||
|
00:19:23,615 --> 00:19:26,585
|
||
|
and you see that people don't click
|
||
|
|
||
|
405
|
||
|
00:19:26,585 --> 00:19:27,545
|
||
|
on it because it's
|
||
|
|
||
|
406
|
||
|
00:19:27,581 --> 00:19:30,635
|
||
|
is not not that visible so here
|
||
|
|
||
|
407
|
||
|
00:19:30,695 --> 00:19:33,425
|
||
|
the the heatmaps will helps you to
|
||
|
|
||
|
408
|
||
|
00:19:33,425 --> 00:19:36,065
|
||
|
confirm the fact that people don't click
|
||
|
|
||
|
409
|
||
|
00:19:36,065 --> 00:19:38,435
|
||
|
on it because it's let's say it's
|
||
|
|
||
|
410
|
||
|
00:19:38,435 --> 00:19:40,745
|
||
|
below the fold it's not visible enough
|
||
|
|
||
|
411
|
||
|
00:19:41,195 --> 00:19:43,265
|
||
|
so that's the reason why people can
|
||
|
|
||
|
412
|
||
|
00:19:43,265 --> 00:19:46,535
|
||
|
go through the purchase process and maybe
|
||
|
|
||
|
413
|
||
|
00:19:46,925 --> 00:19:47,705
|
||
|
they don't see
|
||
|
|
||
|
414
|
||
|
00:19:47,739 --> 00:19:49,055
|
||
|
it and they can click on the
|
||
|
|
||
|
415
|
||
|
00:19:49,083 --> 00:19:51,275
|
||
|
next button so that's the explanation you
|
||
|
|
||
|
416
|
||
|
00:19:51,275 --> 00:19:54,815
|
||
|
have and it's confirmed by the by
|
||
|
|
||
|
417
|
||
|
00:19:54,815 --> 00:19:55,925
|
||
|
the it mats
|
||
|
|
||
|
418
|
||
|
00:20:00,005 --> 00:20:02,195
|
||
|
another interesting feature that you can use
|
||
|
|
||
|
419
|
||
|
00:20:03,425 --> 00:20:06,305
|
||
|
maxima is the form analytics feature
|
||
|
|
||
|
420
|
||
|
00:20:07,385 --> 00:20:10,265
|
||
|
especially when you're talking about
|
||
|
|
||
|
421
|
||
|
00:20:12,445 --> 00:20:15,265
|
||
|
chicken processes just to make sure that
|
||
|
|
||
|
422
|
||
|
00:20:15,295 --> 00:20:17,215
|
||
|
there is no be sure with some
|
||
|
|
||
|
423
|
||
|
00:20:17,335 --> 00:20:18,415
|
||
|
specific fields
|
||
|
|
||
|
424
|
||
|
00:20:20,035 --> 00:20:23,635
|
||
|
for instance you may see that some
|
||
|
|
||
|
425
|
||
|
00:20:23,635 --> 00:20:26,273
|
||
|
fields are left blank or there are
|
||
|
|
||
|
426
|
||
|
00:20:26,275 --> 00:20:29,905
|
||
|
some formats issues with some fields here
|
||
|
|
||
|
427
|
||
|
00:20:29,905 --> 00:20:33,377
|
||
|
it's it's interesting to to have also
|
||
|
|
||
|
428
|
||
|
00:20:33,685 --> 00:20:34,435
|
||
|
information
|
||
|
|
||
|
429
|
||
|
00:20:36,595 --> 00:20:39,775
|
||
|
on on the different horse and what
|
||
|
|
||
|
430
|
||
|
00:20:39,805 --> 00:20:41,395
|
||
|
type of issues can occur on the
|
||
|
|
||
|
431
|
||
|
00:20:41,395 --> 00:20:43,195
|
||
|
defeat to her phones
|
||
|
|
||
|
432
|
||
|
00:20:46,675 --> 00:20:50,515
|
||
|
and last but not least the user
|
||
|
|
||
|
433
|
||
|
00:20:50,515 --> 00:20:54,085
|
||
|
feedback plugin is quite new feature
|
||
|
|
||
|
434
|
||
|
00:20:55,315 --> 00:20:58,255
|
||
|
and it allows you to ask feedback
|
||
|
|
||
|
435
|
||
|
00:20:58,345 --> 00:21:01,405
|
||
|
to users using the tech manager so
|
||
|
|
||
|
436
|
||
|
00:21:01,405 --> 00:21:04,675
|
||
|
if you have that user mobile user
|
||
|
|
||
|
437
|
||
|
00:21:04,675 --> 00:21:07,789
|
||
|
that's in the payment page payment info
|
||
|
|
||
|
438
|
||
|
00:21:08,305 --> 00:21:09,715
|
||
|
from he's about to leave you can
|
||
|
|
||
|
439
|
||
|
00:21:09,715 --> 00:21:12,895
|
||
|
trigger an exit that can use an
|
||
|
|
||
|
440
|
||
|
00:21:12,895 --> 00:21:15,475
|
||
|
exit trigger the trigger and then present
|
||
|
|
||
|
441
|
||
|
00:21:15,505 --> 00:21:16,285
|
||
|
this person
|
||
|
|
||
|
442
|
||
|
00:21:17,425 --> 00:21:20,995
|
||
|
this model saying okay was what went
|
||
|
|
||
|
443
|
||
|
00:21:20,995 --> 00:21:23,574
|
||
|
wrong on this page what could have
|
||
|
|
||
|
444
|
||
|
00:21:23,575 --> 00:21:25,315
|
||
|
been done to make it work
|
||
|
|
||
|
445
|
||
|
00:21:26,755 --> 00:21:28,585
|
||
|
this is quite interesting
|
||
|
|
||
|
446
|
||
|
00:21:31,075 --> 00:21:32,185
|
||
|
there there there was
|
||
|
|
||
|
447
|
||
|
00:21:33,625 --> 00:21:36,115
|
||
|
i anxious it was so yes it
|
||
|
|
||
|
448
|
||
|
00:21:36,205 --> 00:21:39,925
|
||
|
was this morning at ten nine that
|
||
|
|
||
|
449
|
||
|
00:21:39,925 --> 00:21:42,265
|
||
|
was at a conference held by thomas
|
||
|
|
||
|
450
|
||
|
00:21:43,135 --> 00:21:43,735
|
||
|
pearson
|
||
|
|
||
|
451
|
||
|
00:21:44,755 --> 00:21:47,785
|
||
|
i encourage you to watch the playback
|
||
|
|
||
|
452
|
||
|
00:21:47,845 --> 00:21:48,685
|
||
|
of this
|
||
|
|
||
|
453
|
||
|
00:21:50,425 --> 00:21:53,575
|
||
|
a position because this is really interesting
|
||
|
|
||
|
454
|
||
|
00:21:53,605 --> 00:21:56,215
|
||
|
because it's all in matter more it's
|
||
|
|
||
|
455
|
||
|
00:21:56,215 --> 00:21:58,638
|
||
|
not an external tool you have all
|
||
|
|
||
|
456
|
||
|
00:21:58,638 --> 00:22:00,745
|
||
|
the feedbacks in metal you have
|
||
|
|
||
|
457
|
||
|
00:22:02,125 --> 00:22:04,555
|
||
|
the the completion of the feedbacks sent
|
||
|
|
||
|
458
|
||
|
00:22:04,615 --> 00:22:07,225
|
||
|
that can be sent as events so
|
||
|
|
||
|
459
|
||
|
00:22:07,225 --> 00:22:10,015
|
||
|
this is really something he can to
|
||
|
|
||
|
460
|
||
|
00:22:10,315 --> 00:22:12,295
|
||
|
take advantage of to have to better
|
||
|
|
||
|
461
|
||
|
00:22:12,295 --> 00:22:15,565
|
||
|
understand what's going wrong on our pages
|
||
|
|
||
|
462
|
||
|
00:22:18,565 --> 00:22:22,765
|
||
|
okay so now you have your optimization
|
||
|
|
||
|
463
|
||
|
00:22:22,795 --> 00:22:25,045
|
||
|
and tears you have sorted them by
|
||
|
|
||
|
464
|
||
|
00:22:25,045 --> 00:22:28,135
|
||
|
priority you have collected more info with
|
||
|
|
||
|
465
|
||
|
00:22:28,135 --> 00:22:30,295
|
||
|
your ex analytics features and you can
|
||
|
|
||
|
466
|
||
|
00:22:30,295 --> 00:22:33,655
|
||
|
describe the shoot marched at thirteen so
|
||
|
|
||
|
467
|
||
|
00:22:34,015 --> 00:22:36,505
|
||
|
as as said before for mobile users
|
||
|
|
||
|
468
|
||
|
00:22:36,535 --> 00:22:36,815
|
||
|
in the
|
||
|
|
||
|
469
|
||
|
00:22:36,835 --> 00:22:39,295
|
||
|
payments for the acceptance of said button
|
||
|
|
||
|
470
|
||
|
00:22:39,325 --> 00:22:41,755
|
||
|
is not visible enough you saw that
|
||
|
|
||
|
471
|
||
|
00:22:42,085 --> 00:22:44,379
|
||
|
on possession recording because you saw that
|
||
|
|
||
|
472
|
||
|
00:22:44,379 --> 00:22:47,365
|
||
|
the mouse moving and nuts are clicking
|
||
|
|
||
|
473
|
||
|
00:22:47,365 --> 00:22:50,005
|
||
|
the button you saw that also with
|
||
|
|
||
|
474
|
||
|
00:22:50,005 --> 00:22:51,715
|
||
|
the events you prepared on your taking
|
||
|
|
||
|
475
|
||
|
00:22:51,715 --> 00:22:53,837
|
||
|
pen for mobile users see the the
|
||
|
|
||
|
476
|
||
|
00:22:53,928 --> 00:22:54,985
|
||
|
click rate up this
|
||
|
|
||
|
477
|
||
|
00:22:56,155 --> 00:22:58,855
|
||
|
button is is really low you also
|
||
|
|
||
|
478
|
||
|
00:22:58,855 --> 00:23:01,045
|
||
|
see with the hidden obstacles assaults armed
|
||
|
|
||
|
479
|
||
|
00:23:01,135 --> 00:23:03,565
|
||
|
with a maps that people don't click
|
||
|
|
||
|
480
|
||
|
00:23:03,565 --> 00:23:06,055
|
||
|
on it and which makes the next
|
||
|
|
||
|
481
|
||
|
00:23:06,055 --> 00:23:08,695
|
||
|
button inefficient you can click on next
|
||
|
|
||
|
482
|
||
|
00:23:08,965 --> 00:23:11,413
|
||
|
to go through the through through to
|
||
|
|
||
|
483
|
||
|
00:23:11,485 --> 00:23:14,785
|
||
|
go through to the purchase process so
|
||
|
|
||
|
484
|
||
|
00:23:15,115 --> 00:23:16,195
|
||
|
these users do not
|
||
|
|
||
|
485
|
||
|
00:23:16,255 --> 00:23:18,115
|
||
|
stan was wrong and then the pitch
|
||
|
|
||
|
486
|
||
|
00:23:19,345 --> 00:23:21,415
|
||
|
so now you are able to write
|
||
|
|
||
|
487
|
||
|
00:23:21,415 --> 00:23:23,815
|
||
|
down your test of this but this
|
||
|
|
||
|
488
|
||
|
00:23:23,815 --> 00:23:25,345
|
||
|
is really important when you want to
|
||
|
|
||
|
489
|
||
|
00:23:25,369 --> 00:23:28,165
|
||
|
to do ab testing you should use
|
||
|
|
||
|
490
|
||
|
00:23:28,165 --> 00:23:31,465
|
||
|
this pattern if i'm in here describe
|
||
|
|
||
|
491
|
||
|
00:23:31,465 --> 00:23:32,725
|
||
|
what you are going to do on
|
||
|
|
||
|
492
|
||
|
00:23:32,725 --> 00:23:33,445
|
||
|
the page
|
||
|
|
||
|
493
|
||
|
00:23:35,365 --> 00:23:38,095
|
||
|
then users will and then you describe
|
||
|
|
||
|
494
|
||
|
00:23:38,305 --> 00:23:41,725
|
||
|
the change respect the user's behavior
|
||
|
|
||
|
495
|
||
|
00:23:43,225 --> 00:23:44,695
|
||
|
so you're
|
||
|
|
||
|
496
|
||
|
00:23:46,765 --> 00:23:49,705
|
||
|
if i make the accept terms of
|
||
|
|
||
|
497
|
||
|
00:23:49,705 --> 00:23:53,185
|
||
|
sales button more visible in tickets their
|
||
|
|
||
|
498
|
||
|
00:23:53,215 --> 00:23:56,905
|
||
|
payment info vulnerable users then they will
|
||
|
|
||
|
499
|
||
|
00:23:56,905 --> 00:23:59,245
|
||
|
click on it and be able to
|
||
|
|
||
|
500
|
||
|
00:23:59,245 --> 00:24:01,795
|
||
|
go to next steps and complete their
|
||
|
|
||
|
501
|
||
|
00:24:01,795 --> 00:24:04,405
|
||
|
purchase this is what you think is
|
||
|
|
||
|
502
|
||
|
00:24:04,405 --> 00:24:05,875
|
||
|
going to happen when you
|
||
|
|
||
|
503
|
||
|
00:24:05,905 --> 00:24:06,715
|
||
|
make the change
|
||
|
|
||
|
504
|
||
|
00:24:09,625 --> 00:24:14,125
|
||
|
once you decide that syrup i popescu
|
||
|
|
||
|
505
|
||
|
00:24:14,125 --> 00:24:14,875
|
||
|
will design
|
||
|
|
||
|
506
|
||
|
00:24:16,649 --> 00:24:17,515
|
||
|
a page
|
||
|
|
||
|
507
|
||
|
00:24:19,495 --> 00:24:20,035
|
||
|
and then
|
||
|
|
||
|
508
|
||
|
00:24:21,055 --> 00:24:24,175
|
||
|
you will redirect a certain amount of
|
||
|
|
||
|
509
|
||
|
00:24:24,175 --> 00:24:26,935
|
||
|
people to this page and the other
|
||
|
|
||
|
510
|
||
|
00:24:28,045 --> 00:24:29,695
|
||
|
go through the regular page and you
|
||
|
|
||
|
511
|
||
|
00:24:29,715 --> 00:24:31,705
|
||
|
you will want to to check if
|
||
|
|
||
|
512
|
||
|
00:24:31,705 --> 00:24:33,895
|
||
|
there is any difference in the performance
|
||
|
|
||
|
513
|
||
|
00:24:34,015 --> 00:24:38,065
|
||
|
of humans being the the conversion ecommerce
|
||
|
|
||
|
514
|
||
|
00:24:38,065 --> 00:24:41,065
|
||
|
conversion rates and you can start configuring
|
||
|
|
||
|
515
|
||
|
00:24:41,245 --> 00:24:43,405
|
||
|
your or two more ab test feature
|
||
|
|
||
|
516
|
||
|
00:24:43,525 --> 00:24:46,495
|
||
|
but before that you should use a
|
||
|
|
||
|
517
|
||
|
00:24:46,495 --> 00:24:48,115
|
||
|
simple size engine
|
||
|
|
||
|
518
|
||
|
00:24:48,115 --> 00:24:49,885
|
||
|
russian calculators because
|
||
|
|
||
|
519
|
||
|
00:24:51,775 --> 00:24:54,655
|
||
|
if we want the tests to the
|
||
|
|
||
|
520
|
||
|
00:24:55,075 --> 00:24:59,815
|
||
|
statistically significant we need to make sure
|
||
|
|
||
|
521
|
||
|
00:24:59,815 --> 00:25:03,753
|
||
|
that we have some requirements for instance
|
||
|
|
||
|
522
|
||
|
00:25:03,753 --> 00:25:06,805
|
||
|
here with at three percent conversion rate
|
||
|
|
||
|
523
|
||
|
00:25:06,805 --> 00:25:10,165
|
||
|
with eighty ninety five percents confidence level
|
||
|
|
||
|
524
|
||
|
00:25:10,555 --> 00:25:11,155
|
||
|
eighty percent
|
||
|
|
||
|
525
|
||
|
00:25:11,185 --> 00:25:15,955
|
||
|
statistical power and minimum fifty percent conversion
|
||
|
|
||
|
526
|
||
|
00:25:15,955 --> 00:25:18,025
|
||
|
rate lifts and three variants
|
||
|
|
||
|
527
|
||
|
00:25:19,195 --> 00:25:21,265
|
||
|
the calculator says okay if you want
|
||
|
|
||
|
528
|
||
|
00:25:21,265 --> 00:25:23,665
|
||
|
that to be statistically significant you need
|
||
|
|
||
|
529
|
||
|
00:25:23,694 --> 00:25:28,465
|
||
|
to have at least twenty three thousand
|
||
|
|
||
|
530
|
||
|
00:25:28,735 --> 00:25:29,215
|
||
|
had
|
||
|
|
||
|
531
|
||
|
00:25:31,825 --> 00:25:34,735
|
||
|
a sample size per round and also
|
||
|
|
||
|
532
|
||
|
00:25:34,735 --> 00:25:37,165
|
||
|
here it gives you the the lengths
|
||
|
|
||
|
533
|
||
|
00:25:37,555 --> 00:25:41,065
|
||
|
that the tests should should be in
|
||
|
|
||
|
534
|
||
|
00:25:41,065 --> 00:25:45,835
|
||
|
here for how the the minimum detectable
|
||
|
|
||
|
535
|
||
|
00:25:45,895 --> 00:25:47,335
|
||
|
effect you would see
|
||
|
|
||
|
536
|
||
|
00:25:48,385 --> 00:25:49,735
|
||
|
in the duration of the test
|
||
|
|
||
|
537
|
||
|
00:25:50,755 --> 00:25:52,375
|
||
|
so once you have these you know
|
||
|
|
||
|
538
|
||
|
00:25:52,375 --> 00:25:54,235
|
||
|
that you have you need to have
|
||
|
|
||
|
539
|
||
|
00:25:54,595 --> 00:25:55,915
|
||
|
this level of
|
||
|
|
||
|
540
|
||
|
00:25:57,805 --> 00:26:00,115
|
||
|
of for sample size this duration then
|
||
|
|
||
|
541
|
||
|
00:26:00,115 --> 00:26:02,755
|
||
|
you can go on and start configuring
|
||
|
|
||
|
542
|
||
|
00:26:02,755 --> 00:26:06,475
|
||
|
your ab tests so i recommend that
|
||
|
|
||
|
543
|
||
|
00:26:06,475 --> 00:26:09,554
|
||
|
you follow each step on the maternal
|
||
|
|
||
|
544
|
||
|
00:26:09,554 --> 00:26:13,045
|
||
|
interface called for that can you give
|
||
|
|
||
|
545
|
||
|
00:26:13,045 --> 00:26:14,695
|
||
|
a name to your test syria write
|
||
|
|
||
|
546
|
||
|
00:26:14,695 --> 00:26:17,155
|
||
|
down your test hypothesis
|
||
|
|
||
|
547
|
||
|
00:26:17,155 --> 00:26:17,485
|
||
|
this
|
||
|
|
||
|
548
|
||
|
00:26:18,917 --> 00:26:21,475
|
||
|
you're just the description of the test
|
||
|
|
||
|
549
|
||
|
00:26:22,105 --> 00:26:24,675
|
||
|
and the number of variation that you
|
||
|
|
||
|
550
|
||
|
00:26:24,756 --> 00:26:25,165
|
||
|
have
|
||
|
|
||
|
551
|
||
|
00:26:26,455 --> 00:26:28,225
|
||
|
and then again the tablet pages
|
||
|
|
||
|
552
|
||
|
00:26:31,315 --> 00:26:32,875
|
||
|
then you
|
||
|
|
||
|
553
|
||
|
00:26:34,375 --> 00:26:38,065
|
||
|
sorry i guess it's the same no
|
||
|
|
||
|
554
|
||
|
00:26:38,125 --> 00:26:40,465
|
||
|
it's not the same as your you
|
||
|
|
||
|
555
|
||
|
00:26:40,465 --> 00:26:43,945
|
||
|
go through the success metrics matter what
|
||
|
|
||
|
556
|
||
|
00:26:43,945 --> 00:26:46,765
|
||
|
we suggest you some metrics that you
|
||
|
|
||
|
557
|
||
|
00:26:46,765 --> 00:26:48,955
|
||
|
could use as a success metrics that
|
||
|
|
||
|
558
|
||
|
00:26:48,955 --> 00:26:51,595
|
||
|
you can decide to use totally different
|
||
|
|
||
|
559
|
||
|
00:26:51,595 --> 00:26:52,075
|
||
|
metrics
|
||
|
|
||
|
560
|
||
|
00:26:54,355 --> 00:26:57,595
|
||
|
sheer chief the success condition so sheer
|
||
|
|
||
|
561
|
||
|
00:26:57,595 --> 00:27:01,315
|
||
|
the minimal minimum detectable effects you want
|
||
|
|
||
|
562
|
||
|
00:27:01,405 --> 00:27:04,705
|
||
|
to have by default it's fifteen percent
|
||
|
|
||
|
563
|
||
|
00:27:04,705 --> 00:27:07,165
|
||
|
that you can you can write to
|
||
|
|
||
|
564
|
||
|
00:27:07,225 --> 00:27:10,225
|
||
|
defeat number but it's a necessary minimum
|
||
|
|
||
|
565
|
||
|
00:27:10,915 --> 00:27:12,955
|
||
|
the confidence threshold is most of their
|
||
|
|
||
|
566
|
||
|
00:27:12,955 --> 00:27:13,315
|
||
|
time for
|
||
|
|
||
|
567
|
||
|
00:27:13,375 --> 00:27:16,945
|
||
|
all ab tests tools about around ninety
|
||
|
|
||
|
568
|
||
|
00:27:16,945 --> 00:27:19,165
|
||
|
five per cent so just leave it
|
||
|
|
||
|
569
|
||
|
00:27:19,255 --> 00:27:21,235
|
||
|
as it is most of the time
|
||
|
|
||
|
570
|
||
|
00:27:21,235 --> 00:27:23,605
|
||
|
it's okay it's just something that says
|
||
|
|
||
|
571
|
||
|
00:27:24,655 --> 00:27:27,835
|
||
|
it's the probability that it's that the
|
||
|
|
||
|
572
|
||
|
00:27:27,835 --> 00:27:29,305
|
||
|
result will be the same over the
|
||
|
|
||
|
573
|
||
|
00:27:29,335 --> 00:27:32,935
|
||
|
time it says okay you this is
|
||
|
|
||
|
574
|
||
|
00:27:32,935 --> 00:27:33,475
|
||
|
not true
|
||
|
|
||
|
575
|
||
|
00:27:33,475 --> 00:27:35,275
|
||
|
due to a random result
|
||
|
|
||
|
576
|
||
|
00:27:39,145 --> 00:27:42,235
|
||
|
here you have the target pages
|
||
|
|
||
|
577
|
||
|
00:27:43,555 --> 00:27:44,814
|
||
|
i was a target until the ab
|
||
|
|
||
|
578
|
||
|
00:27:44,814 --> 00:27:47,905
|
||
|
test when and vista will not enter
|
||
|
|
||
|
579
|
||
|
00:27:47,905 --> 00:27:49,045
|
||
|
the test when
|
||
|
|
||
|
580
|
||
|
00:27:52,225 --> 00:27:54,235
|
||
|
here you have the traffic allocations so
|
||
|
|
||
|
581
|
||
|
00:27:54,235 --> 00:27:55,552
|
||
|
here you have one hundred percent of
|
||
|
|
||
|
582
|
||
|
00:27:55,555 --> 00:27:58,585
|
||
|
people on going through the desperate search
|
||
|
|
||
|
583
|
||
|
00:27:58,825 --> 00:28:01,795
|
||
|
it's not to a twenty that that
|
||
|
|
||
|
584
|
||
|
00:28:01,885 --> 00:28:04,375
|
||
|
that to that level alone most of
|
||
|
|
||
|
585
|
||
|
00:28:04,375 --> 00:28:08,449
|
||
|
the time here you have that again
|
||
|
|
||
|
586
|
||
|
00:28:08,485 --> 00:28:10,435
|
||
|
the traffic cap allocation
|
||
|
|
||
|
587
|
||
|
00:28:10,495 --> 00:28:12,325
|
||
|
for each variation it's shut
|
||
|
|
||
|
588
|
||
|
00:28:13,795 --> 00:28:14,365
|
||
|
let's say
|
||
|
|
||
|
589
|
||
|
00:28:15,685 --> 00:28:17,935
|
||
|
template patient factor in the test
|
||
|
|
||
|
590
|
||
|
00:28:21,055 --> 00:28:24,745
|
||
|
in here you have the and the
|
||
|
|
||
|
591
|
||
|
00:28:24,814 --> 00:28:28,255
|
||
|
you are a petition to have pitches
|
||
|
|
||
|
592
|
||
|
00:28:30,535 --> 00:28:32,485
|
||
|
here you have to open the start
|
||
|
|
||
|
593
|
||
|
00:28:32,485 --> 00:28:35,310
|
||
|
and the end of the page put
|
||
|
|
||
|
594
|
||
|
00:28:35,310 --> 00:28:39,277
|
||
|
that aside and then the code you
|
||
|
|
||
|
595
|
||
|
00:28:39,295 --> 00:28:41,125
|
||
|
will have to continue pitched to him
|
||
|
|
||
|
596
|
||
|
00:28:41,125 --> 00:28:43,375
|
||
|
to make the the test actor
|
||
|
|
||
|
597
|
||
|
00:28:46,735 --> 00:28:47,725
|
||
|
and yeah
|
||
|
|
||
|
598
|
||
|
00:28:48,625 --> 00:28:52,525
|
||
|
i put a screenshot of an ab
|
||
|
|
||
|
599
|
||
|
00:28:52,525 --> 00:28:54,505
|
||
|
test example coming from
|
||
|
|
||
|
600
|
||
|
00:28:55,585 --> 00:28:59,995
|
||
|
the matter move timo websites so when
|
||
|
|
||
|
601
|
||
|
00:28:59,995 --> 00:29:01,735
|
||
|
you wrote down that i put it
|
||
|
|
||
|
602
|
||
|
00:29:02,365 --> 00:29:04,405
|
||
|
into hypothesis in the
|
||
|
|
||
|
603
|
||
|
00:29:05,665 --> 00:29:07,855
|
||
|
in the interface here it's going to
|
||
|
|
||
|
604
|
||
|
00:29:07,855 --> 00:29:08,815
|
||
|
be reproduced
|
||
|
|
||
|
605
|
||
|
00:29:09,985 --> 00:29:12,528
|
||
|
here you have description and although the
|
||
|
|
||
|
606
|
||
|
00:29:12,565 --> 00:29:14,215
|
||
|
person performing sir
|
||
|
|
||
|
607
|
||
|
00:29:14,815 --> 00:29:15,355
|
||
|
metrics
|
||
|
|
||
|
608
|
||
|
00:29:17,575 --> 00:29:19,615
|
||
|
since hunting the tests has been running
|
||
|
|
||
|
609
|
||
|
00:29:23,095 --> 00:29:25,075
|
||
|
and here you are at the overview
|
||
|
|
||
|
610
|
||
|
00:29:25,165 --> 00:29:28,495
|
||
|
of the tests so you have the
|
||
|
|
||
|
611
|
||
|
00:29:29,665 --> 00:29:32,035
|
||
|
conversion rate for each of our nation
|
||
|
|
||
|
612
|
||
|
00:29:32,395 --> 00:29:35,423
|
||
|
the original impair they apply now so
|
||
|
|
||
|
613
|
||
|
00:29:35,423 --> 00:29:37,435
|
||
|
we have an average conversion rate in
|
||
|
|
||
|
614
|
||
|
00:29:37,465 --> 00:29:41,965
|
||
|
here we have the difference between the
|
||
|
|
||
|
615
|
||
|
00:29:41,965 --> 00:29:44,605
|
||
|
two of them and the detected lived
|
||
|
|
||
|
616
|
||
|
00:29:44,905 --> 00:29:48,325
|
||
|
here since we have a statistical significance
|
||
|
|
||
|
617
|
||
|
00:29:48,325 --> 00:29:49,735
|
||
|
of one hundred per cent we have
|
||
|
|
||
|
618
|
||
|
00:29:50,095 --> 00:29:52,375
|
||
|
a clear winner which means that on
|
||
|
|
||
|
619
|
||
|
00:29:52,375 --> 00:29:53,155
|
||
|
this test
|
||
|
|
||
|
620
|
||
|
00:29:55,375 --> 00:29:56,995
|
||
|
when you say if you change the
|
||
|
|
||
|
621
|
||
|
00:29:56,995 --> 00:29:58,825
|
||
|
top six years on the individual chuck
|
||
|
|
||
|
622
|
||
|
00:29:58,826 --> 00:30:00,715
|
||
|
page to the inaction about the chunk
|
||
|
|
||
|
623
|
||
|
00:30:01,285 --> 00:30:03,145
|
||
|
more users will apply to the job
|
||
|
|
||
|
624
|
||
|
00:30:03,145 --> 00:30:05,995
|
||
|
so the hypothesis was good because we
|
||
|
|
||
|
625
|
||
|
00:30:05,995 --> 00:30:09,115
|
||
|
see here that there is a real
|
||
|
|
||
|
626
|
||
|
00:30:09,415 --> 00:30:09,985
|
||
|
difference
|
||
|
|
||
|
627
|
||
|
00:30:11,215 --> 00:30:13,405
|
||
|
in in the way people acted
|
||
|
|
||
|
628
|
||
|
00:30:15,000 --> 00:30:17,010
|
||
|
add that to a contraction
|
||
|
|
||
|
629
|
||
|
00:30:19,590 --> 00:30:22,170
|
||
|
okay so i'm done
|
||
|
|
||
|
630
|
||
|
00:30:24,090 --> 00:30:27,480
|
||
|
maybe i was a bit too quick
|
||
|
|
||
|
631
|
||
|
00:30:27,570 --> 00:30:30,090
|
||
|
i don't know it's one thirty five
|
||
|
|
||
|
632
|
||
|
00:30:30,750 --> 00:30:33,960
|
||
|
so if you have any question just
|
||
|
|
||
|
633
|
||
|
00:30:33,960 --> 00:30:35,910
|
||
|
feel free to ask emma on the
|
||
|
|
||
|
634
|
||
|
00:30:35,910 --> 00:30:36,330
|
||
|
chat
|
||
|
|
||
|
635
|
||
|
00:30:37,620 --> 00:30:38,310
|
||
|
yeah pigeons
|
||
|
|
||
|
636
|
||
|
00:30:51,240 --> 00:30:52,860
|
||
|
okay so
|
||
|
|
||
|
637
|
||
|
00:30:54,570 --> 00:30:56,940
|
||
|
i don't see any questioning
|
||
|
|
||
|
638
|
||
|
00:31:11,730 --> 00:31:15,155
|
||
|
okay so since there is no question
|
||
|
|
||
|
639
|
||
|
00:31:15,155 --> 00:31:18,720
|
||
|
that i proposed to stop the the
|
||
|
|
||
|
640
|
||
|
00:31:18,720 --> 00:31:19,440
|
||
|
recording
|
||
|
|
||
|
641
|
||
|
00:31:21,180 --> 00:31:23,280
|
||
|
and that soon to end the session
|
||
|
|
||
|
642
|
||
|
00:31:25,650 --> 00:31:29,430
|
||
|
thank you for for this interesting session
|
||
|
|
||
|
643
|
||
|
00:31:29,430 --> 00:31:32,970
|
||
|
frederick i guess people might be feeling
|
||
|
|
||
|
644
|
||
|
00:31:32,970 --> 00:31:34,800
|
||
|
a little bit shy now but of
|
||
|
|
||
|
645
|
||
|
00:31:34,800 --> 00:31:38,160
|
||
|
course the chatroom will be open so
|
||
|
|
||
|
646
|
||
|
00:31:38,160 --> 00:31:41,520
|
||
|
everyone you can also continue the conversation
|
||
|
|
||
|
647
|
||
|
00:31:41,520 --> 00:31:44,520
|
||
|
there if you want to discuss
|
||
|
|
||
|
648
|
||
|
00:31:44,520 --> 00:31:48,720
|
||
|
cast farther with frederick about this session
|
||
|
|
||
|
649
|
||
|
00:31:48,720 --> 00:31:51,330
|
||
|
and what was discussed here so frederick
|
||
|
|
||
|
650
|
||
|
00:31:51,330 --> 00:31:54,030
|
||
|
once again many thanks for attending muthama
|
||
|
|
||
|
651
|
||
|
00:31:54,060 --> 00:31:54,450
|
||
|
camp
|
||
|
|
||
|
652
|
||
|
00:31:55,680 --> 00:31:57,270
|
||
|
thank you bye
|
||
|
|
||
|
653
|
||
|
00:31:58,320 --> 00:31:58,710
|
||
|
nine
|
||
|
|