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@SequinsNsearch | #Measurefest The Ultimate Guide to Test & Learns Giulia Panozzo NEUROSCIENTIVE speakerdeck.com/giuliapanozzo @SequinsNsearch

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@SequinsNsearch | #Measurefest Hi Brighton! I’m Giulia 👩💻 In-house Director of Customer Acquisition 🧠 Freelance Consultant ✨ Figure skater, aerialist and fire breather @SequinsNsearch | #Measurefest

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@SequinsNsearch | #Measurefest I’ve also done a lot of test and learns @SequinsNsearch | #Measurefest

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@SequinsNsearch | #Measurefest So I usually get some questions @SequinsNsearch #Measurefest

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@SequinsNsearch | #Measurefest ‘How do I select test & control groups?’

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@SequinsNsearch | #Measurefest ‘What metrics should I track?’ @SequinsNsearch | #Measurefest

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@SequinsNsearch | #Measurefest ‘What timeframe & test design should I use?’

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@SequinsNsearch | #Measurefest ‘How should I analyse & report data?’

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@SequinsNsearch | #Measurefest Let’s dive into it

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@SequinsNsearch | #Measurefest Hypothesis

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@SequinsNsearch | #Measurefest @SequinsNsearch | #Measurefest What questions are you trying to answer?

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@SequinsNsearch | #Measurefest “Updating my titles to include a recency signal will significantly improve CTRs”

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@SequinsNsearch | #Measurefest

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@SequinsNsearch | #Measurefest

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@SequinsNsearch | #Measurefest “Updating my titles to include a recency signal will significantly improve CTRs” Independent variable Dependent variable

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@SequinsNsearch | #Measurefest Some other example questions that might drive your testing strategy

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@SequinsNsearch | #Measurefest ‘How can we improve our content strategy to increase traffic?' VS

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@SequinsNsearch | #Measurefest ‘How do we leverage internal linking to improve rankings?'

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@SequinsNsearch | #Measurefest ‘What on-page elements do we need to focus on to improve CTRs?'

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@SequinsNsearch | #Measurefest ‘What kind of schema mark-up ensures us the most SERP real estate?'

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@SequinsNsearch | #Measurefest SEOClarity Split Testing Ideas | SearchPilot Newsletter (free) SEO Case Study Database by Adam Gent (paid) Need inspiration? 💡

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@SequinsNsearch | #Measurefest Test Design

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@SequinsNsearch | #Measurefest What are the variables I am testing? To decide, ask yourself

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@SequinsNsearch | #Measurefest What kind of changes do I intend to make? To decide, ask yourself

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@SequinsNsearch | #Measurefest What tools do I have to implement my changes? To decide, ask yourself

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@SequinsNsearch | #Measurefest 🧪 A/B Testing

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@SequinsNsearch | #Measurefest 🧪 A/B Testing 🧑🔬 Multivariate

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@SequinsNsearch | #Measurefest 🧪 A/B Testing 🧑🔬 Multivariate ⌛ Pre-post

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@SequinsNsearch | #Measurefest A/B Testing H1 Hero Image Content Content Hero Image H1 A B

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@SequinsNsearch | #Measurefest A/B Testing Both variants (A & B) are tested during the same timeframe

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@SequinsNsearch | #Measurefest Multivariate H1 Hero Image Content A H1 Hero Image FAQ Content H1 Hero Image FAQ Content B C

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@SequinsNsearch | #Measurefest A/B & Multivariate Testing Type of test Testing Timeframe Traffic required A/B Same Low/Medium Multivariate Same High

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@SequinsNsearch | #Measurefest Better suited for 📧 CRM A/B & Multivariate Testing

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@SequinsNsearch | #Measurefest ✏ UX & CRO A/B & Multivariate Testing

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@SequinsNsearch | #Measurefest 💸 Marketing landing pages A/B & Multivariate Testing

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@SequinsNsearch | #Measurefest 💰 Paid campaigns A/B & Multivariate Testing

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@SequinsNsearch | #Measurefest 📈 Some kinds of on page SEO (if running at the edge) A/B & Multivariate Testing

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@SequinsNsearch | #Measurefest Some Technical Directions for SEO Source: Google Search Central Testing Guidelines 🥸 No cloaking

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@SequinsNsearch | #Measurefest 🔀 302 redirects VS 301 (or JS-based redirects) Source: Google Search Central Testing Guidelines Some Technical Directions for SEO

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@SequinsNsearch | #Measurefest Source: Google Search Central Testing Guidelines 🏆 Use rel= "canonical" attributes Some Technical Directions for SEO

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@SequinsNsearch | #Measurefest H1 Hero Image Default Content H1 Hero Image FAQ Content July August Pre-post

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@SequinsNsearch | #Measurefest Pre-post Control and Variant are tested in 2 subsequent periods

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@SequinsNsearch | #Measurefest 🔂 Single on-page changes Pre-post Better suited for

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@SequinsNsearch | #Measurefest ⁉ Groups that cannot be matched for other conditions Pre-post

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@SequinsNsearch | #Measurefest 🚀 Off page campaigns Pre-post

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@SequinsNsearch | #Measurefest Test & Control Groups

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@SequinsNsearch | #Measurefest How do I select my test group? 🚥 Pages with enough traffic

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@SequinsNsearch | #Measurefest How do I select my test group? 🚥 Pages with enough traffic 🤪 Not your outliers

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@SequinsNsearch | #Measurefest How do I select my test group? 🚥 Pages with enough traffic 🤪 Not your outliers 👯 Pages of the same type (e.g. PLPs)

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@SequinsNsearch | #Measurefest All to help reach statistical significance

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@SequinsNsearch | #Measurefest How do I select my control group(s)? Tldr: keep everything as close as possible to the test group

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@SequinsNsearch | #Measurefest A few options (non mutually exclusive)

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@SequinsNsearch | #Measurefest Same page types as the test group with similar 6-12 months traffic Ideal for small scale websites & tests

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@SequinsNsearch | #Measurefest Same pages as test group, but in a different, untreated market Ideal for international websites & tests

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@SequinsNsearch | #Measurefest Overall website trend across same dates Ideal for ecom and large scale websites & tests

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@SequinsNsearch | #Measurefest Timeframe

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@SequinsNsearch | #Measurefest

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@SequinsNsearch | #Measurefest For SEO tests: 2-4 weeks (with intermediate check-ins) How long should I let my test run?

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@SequinsNsearch | #Measurefest When are my ‘pre’ and ‘post’ periods?

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@SequinsNsearch | #Measurefest Launch date For SEO tests, check when changes have been crawled rather than implemented

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@SequinsNsearch | #Measurefest Analysis

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@SequinsNsearch | #Measurefest This is tricky because it depends on the test design and the resources you have

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@SequinsNsearch | #Measurefest Flying solo? 🧗 Good old delta formulas 1⃣ (Post – Pre)/Pre (Post/Pre) -1 % OR

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@SequinsNsearch | #Measurefest Causal Impact Analysis Flying solo? 🧗 2⃣

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@SequinsNsearch | #Measurefest Then invest in tools that can make this easier and faster Got budget? 💸 And more…

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@SequinsNsearch | #Measurefest Report

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@SequinsNsearch | #Measurefest

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@SequinsNsearch | #Measurefest Provide a top-level summary Hypothesis Groups & Treatment Launch & Check-In Dates Results & Classification

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@SequinsNsearch | #Measurefest Provide a top-level summary Hypothesis Groups & Treatment Launch & Check-In Dates Results & Classification Next Steps

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@SequinsNsearch | #Measurefest Tell a story with the help of data visualisation Launch

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@SequinsNsearch | #Measurefest Build live dashboards when you can, in order to easily spot trends

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@SequinsNsearch | #Measurefest Make a note of anything that could have impacted your test in the same timeframe

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@SequinsNsearch | #Measurefest Algo updates Other releases / Bugs 4th July, Black Friday, etc. Make a note of anything that could have impacted your test in the same timeframe

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@SequinsNsearch | #Measurefest Summing it up

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@SequinsNsearch | #Measurefest Hypothesis Test Design

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@SequinsNsearch | #Measurefest Hypothesis Test Design Test & Control Groups

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@SequinsNsearch | #Measurefest Hypothesis Test Design Test & Control Groups Analysis

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@SequinsNsearch | #Measurefest Hypothesis Test Design Test & Control Groups Reporting Analysis

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@SequinsNsearch | #Measurefest Ok, we tested… but what about the learnings?

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@SequinsNsearch | #Measurefest Create your own repository

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@SequinsNsearch | #Measurefest More Learnings More Strategic Testing Better Customer Insights

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@SequinsNsearch | #Measurefest Get my template here

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@SequinsNsearch | #Measurefest Thank you! @SequinsNsearch /giulia-panozzo/ neuroscientive.com