 Welcome back if you guys wonder why there's always a little bit of a pause between the speakers. That's because we are Livestreaming and we're welcoming our live audience that are tuning in online So if you're beaming in from the interwebs. Hello and welcome We're now entering our flash talk. This is going to be fun. And so our first flash talker. We have is the Ola Khuna She's the head of marketing at Ipside. All right. Ipside. Oh boy She has a passion for marketing and her flash talk is going to show us a little bit about her tried-and-true method a Workflow for testing and measuring marketing strategy success. Please welcome. Thank you so much This is the clicker. Thank you very much for coming. Great to see you here. I'm very happy about it It's my first talk at a word camps. I'm a little bit nervous But yes, and yeah, I would love to talk to you about and testing instead of guessing. I'm the Ola I'm from Ipside WordPress agency and The topic today I brought to you is the contact firm So I had a conversation to our sales team They wanted to structure the leads better and they told me okay. We want to add one more form fields and It should come the monthly volume and you can see Adding a new form field to a contact form was for the marketing a big no Oh my god, because the conversion rate can go down There are One second. There are some proofs and about this. So for example nail petal They could just increase the conversion rate by big and by removing one form field and Yeah, it was a high number and you see so it's known Also when I started marketing everyone said okay, it's not putting more form fields And yeah, it was for the marketing a little bit team a little bit bad But my belly feeling said no, but it's instead of saying to the sales team. No, we are not going to do this I told them okay. We are going to test this and Now the question is but how and I created a workflow there for and every one of you can download this work Follow afterwards. I also have the presentation inside of it the description how to use it So every one of you can use this workflow for yourself And I'm going to explain you a little bit about this. This are the different steps Who are important there for for the different workflows? And I would like to start with the first one share and pitch the idea So I'm going to come always back to our example with the contact form and our conversion rate You can see it's a simple Excel and Sheets it looks a little bit overwhelming on the first look But we were all summarizing all our ideas here the whole marketing team So, you know, we had different ideas and instead of like just telling them We were writing them down in a structured way as you can see So if I have now this idea with putting one more form field into our contact form I would also put a tier Into the backlog of the document and Put the form field inside of it also with a short and item name and with a description for it and Here you can see it's linked and it's a pitch card. I know it sounds more fancy than it is It's also a simple Google Docs, but it's all the Structured way so all the ideas you can see they are always having the same Structure, so we're having it most structured and clean and simple so it's just a one-pattern and I was putting out some information of this because it's a lightning talk So I cannot talk about everything, but yeah, the main important things are these topics So you can see and this contact form is divided in two parts before testing and after testing and So I will start with the hypothesis for this hypothesis. It is about the contact form We were expecting that the conversion rate will decrease 12 percent so from seven to six point one percent and Yeah, because we researched this so your hypothesis should not just be I think so no no no You need to have really numbers and to write this down and to write your hypothesis in a clear structured numbered way The next is the objective. So why should we do this? Yeah, the safety needed it for structuring the leads better though. So that was the objective here and In the next step is the design and therefore you can just take easy Screenshot for example, if you see somewhere a cool thing And you just take a screenshot of it put it as the design and then you have your design It we shouldn't make it too complicated here And the last thing is the duration so many people asked me how long should we drive the test? So it depends there is no clear number But there's a cool tool is that a B testing guide I also linked those to for you so you can use it So there for example you put in the unique visitors and other metrics and then it says how long the test should run So our test needs to run 12 weeks to have a significant Proof what's the right thing to do? so then the next step is to rate the idea and Therefore we are going into the rater and you can see impact confidence ease and priority So it's important to rate the ideas not just by belly feeling also by this other matrix So impact means how high is the impact? So if the conversion rate is to change Yes So every one of the team is allowed to vote for it not the head of marketing is going to make the decision No, the team together and that was also a very powerful tool for the team because they love to use it because they knew hey my Opinion Votes as well. So you see we we gave different and numbers from zero to ten zero means It's not having an impact ten means it's having a high impact So the next is confident. So also the belly feeling should be involved. So there we said also again I think it's I'm very confident that the conversion rate will drop and others said, okay No, and then we have also the ease. So how easy is it to do it? It's very easy to implement this test into your Into the contact form. So we gave a high number. So outcomes nine point zero. That was the highest Number I ever had during my testing experience and we started with this test So after because you see here's now nine and it's the highest So we put it at this into life and we started the experiment. We waited and the time and after this During the time we made the a b testing So there are different tools like Google Optimize and and HubSpot I used them and they were very good where we a B tested these two different options and Here we had again seven percent the conversion rate and for the other we expected it's going six point one around and Against our expected Expectations we had seven point one percent so the other option with the one more form field was even a little bit better and So the option B was for us the winner So at the end you're drawing the conclusion So you have all your finished and tests in your clothes it so you can find them also in a year again in the same structured way And yeah, so you write down the outcome. So what does it mean? So we can implement this now and In the next step the learning So it's very good if you have different markets to test it first at one market and then at the other market Because also the markets are different here So the learnings for you is yeah testing instead of guessing and Also this example showed me and my team. Okay expecting all our expectations against all our expectations We the test run very good Then every target group is different That means also if you have if you are going to do this test your conversion rate, of course can decrease it depends always on the target group and Know your numbers. Yeah, that's very important that you know your numbers for knowing if you're measuring right and so on and Yeah, don't be afraid of failing test because there is no failing and test there is just a learning So if a test wasn't working Well, we were still celebrating it because every test you finish brings you a little bit gives you more knowledge and yeah Every test is a success and also the team was very motivated about it because everyone was involved in it and here You can download to like I promised to some of you as a little teaser and There is yeah my name so you can contact me if you have questions reach out to me and my next talk It's going to be in wordcams Europe So I will talk there even a little bit more and even how we improve our conversion rate 18% So, yeah, thank you very much