|
Who's Cooking What in the Experimentation Cauldron?
|
|
Focusing your A/B tests on solving customer pain points is one of the best ways to improve your conversion rates, but how do you discover what they are?
|
|
Anna Holopainen, Head of Growth at Kide Science, shares an interesting way to uncover customers' pain points using your FAQs. Here are her top tips on how you can do the same:
|
- "1. Create a collapsing/expanding FAQ section on your LP. Start with your educated guesses of typical bottlenecks and misconceptions during the decision-making process. (You hopefully have some user/customer interviews conducted to help come up with these.)
- Use a session recording tool like Smartlook and web analytics data to observe your customers' behavior on the landing page. What sections are people clicking? Are these people more likely to convert than those who don't?
You can and should obviously back up your observations with quantitative data but honestly, it's simply much more fun to see how people actually behave and not just have hard numbers on what they click. In addition, it also gives you an idea of their pain points and usability. E.g., For Kide Science, some website visitors were trying to zoom into one of the illustrative pictures we added in one of the FAQ sections, so we made it more mobile-friendly.
- Based on this data (both qualitative and quantitative), review what sections people are actually clicking and reading and double down on them – Expand on the topic, move the popular ones up for better accessibility (or even turn the most important topics into H2s instead of hiding in FAQ), optimize for mobile, etc.
- Finally, make sure to also figure out if there are any 'unknown unknowns': Test different headings to see what gets people's attention, Conduct more customer interviews on the regular to validate your hypothesis, or consider adding an embedded form right under that FAQ section that allows people to type their questions right away."
|
|
|
|
