DE
Optimization in Marketing
Beyond the Primary KPI: Leveraging Bad Test Results
Duration: 50 minutes
About The Session
One of the main concerns of conversion optimization professionals and their clients is the defined KPI (key performance indicator) of the test. If you are exclusively keeping an eye on one data point, it can easily muddle your insight. This can add to frustrations and the team may lose confidence in the process.
There’s value in a failed experiment.
This talk by Christopher Nolan of ShipBob will give you an understanding of segregating good and “bad” test results through deeper analysis. He will share practical examples from his years of experience of working previously with Conversion Sciences, BigCommerce, and now ShipBob.
Read the entire transcription of this interview as well as the lessons on leveraging bad a/b test results.
Key Takeaways
- Setting up a foundation for tracking test results using Google Analytics and Google Tag Manager
- What to look for outside of conversions when testing
- How to leverage those insights to communicate results internally
