We pick the next experiment to tackle, design the structure and variations for it, and then manage the experiment through to conclusion to find a winning variation.
Let’s walk you through a simple example to explain.
Define the problem
Imagine we’re conversion optimising for a photo sharing tool called Acme Photo.
In the research phase we observed that new users were struggling to understand what Acme Photo is and what the benefits are.
Users found the value proposition copy confusing and many users exited the website without reading on or registering for the service.
Creating a solution
So we formulated the hypothesis that: Improving the homepage value proposition will increase site registrations
We analyse the value proposition and use our experience and creativity to come up with several new value proposition statements that we believe capture the customer value in an easy-to-understand way.
Running the experiment
We then launch an experiment to test these new value propositions against the control (the current homepage).