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We can brainstorm millions of ideas for experimentation on a website, sign up form, in product on boarding, and email. But what are some of the frameworks or principles you've come across to come up with the best ideas, i.e. tapping into users intent or motivation.

  • AB

    Alex Birkett

    over 4 years ago #

    It's a separate process for our internal growth team and our conversion optimization process for clients.

    For our growth team, we use Projects by GH and encourage the whole team to pitch ideas to the board. Projects makes it easy to prioritize ideas, and since it's integrated with our Slack channel, other team members are nudged to post ideas when another team member does so. Monday growth meetings, we choose tests to implement and analyze finished experiments.

    For our conversion optimization process it's much more focused and rigorous. We use our own ResearchXL model (outlined here btw: http://conversionxl.com/how-to-come-up-with-more-winning-tests-using-data/). This is comprised of 6 steps:
    Step #1: Heuristic Analysis
    Step #2: Technical Analysis
    Step #3: Web Analytics Analysis
    Step #4: Mouse Tracking Analysis
    Step #5: Qualitative Surveys
    Step #6: User Testing

    Then we put everything together in a master action sheet, and divide things into 5 categories: test, instrument, hypothesize, just do it, and investigate. Then we use a simple yet effective rating scale of 1-5 (1= minor issue, 5 = critically important) to prioritize tests.

    What to test? No longer a problem. Going through this conversion research process should put at least 50 issues on your master sheet, and then when you start testing you can feed those insights back into the list of ideas :)

  • HQ

    Hila Qu

    over 4 years ago #

    - The less your traffic volume you have, you have to spend more time thinking about your experiments, and the bigger bolder move you need to take

    - When you form a experiment hypothesis, always attach a why: by changing this, this metric will increase, because... you might not have the right knowledge about your user intent initially, but form a hypothesis anyway, keep test and learning

    - Also if you track user behavior on your site by events, you can sometime find something by analyzing data: event flow, correlate behavior to outcome, etc.

    - Hooked by Nir Eyal