Your Users Wanted to Tell You Something
Have you ever concluded an A/B test and said, "Version B won, which means all our users prefer it."? Everything’s statistically significant, nothing to doubt, we can move on to the next test, right? Right???
Well, there’s more to this. Your users had a lot to tell you with their behaviors. There’s a goldmine of valuable insights – if only you could stop and take a look.
That’s what Matt Scaysbrook and his team realized after they segmented the data they collected during tests and analyzed it. And then segmented differently and analyzed again.
But before we proceed...
The very same Matt Scaysbrook, CRO expert and founder of WeTeachCRO , will be discussing Building a CRO Agency: From Zero to Exit with our own Head of Growth Eduardo "Eddie" Casado on June 11, 2024, and we’d love to invite you to this online chat.
Also, Eddie and our friends from Hey Digital - Leading SaaS Performance Marketing & Creative Agency will be talking about Turning Heatmap data into Actionable SaaS Growth strategies on June 27, 2024. And of course, we’re looking forward to seeing you there as well.
Now, back to Matt’s discoveries…
Why Does Post-Segmentation Matter?
Not all your website visitors are alike. They come from different countries, speak different languages and use different devices in different browsers. To put it simply, their experiences on your site can vary significantly.?
By segmenting the data after the test by device type, by country, by new/returning visitors, or by some other parameter, you can discover a ton of interesting stuff. Such as answers to the questions like these:
领英推荐
Answering these questions helps you better understand your audience?so you can optimize your site more effectively.
Now, to the Story: From a 10k Win to a 250k Win
At some point, Matt? was working with one of the UK's biggest domain registrars. Their order process was full of upsells, cross-sells, add-ons, and all the other possible AOV-boost-seeking options you could think of!?
Matt’s initial hypothesis?
If we remove all upsells from the order process, visitors will have fewer friction points, and that will increase overall sales conversions.
And so that's what he did.
The first run of this test was reasonably positive — an increase of about ￡10k per quarter. Not bad, right? But it wasn’t until they started doing post-test segmentation that he realized the full potential of what they had.
By using post-test segmentation to fuel pre-test divisions, they began to create even more targeted experiences based on the results of the previous tests.
The result?
The +￡10k/quarter in potential revenue became +￡250k/quarter.?
Focusing on individual segments as opposed to a single experience for everyone produced much better results.
This experience taught Matt that within every winning experiment, there’s a subset of visitors that overperform the average and a subset that underperform. Armed with that knowledge (and high traffic volumes!), it is possible to turn virtually any “failure” into a win.?
You can do that too ??
Until next time, keep optimizing and growing!
Team Mouseflow ??