The Kaizen Testing Philosophy
The term ‘Kaizen’ means change for better or improvement and is achieved by continuously improving upon previous results. We adopt this approach throughout our testing process.
Firstly to improve your website conversion rate we will look at your sites analytics to discover where visitors drop out of your conversion funnel. Once we have identified where visitors fail to progress we analyse that page to against our testing framework.
During this initial step we will discuss our findings with you and suggest changes. We may ask you to send us the original graphic files (preferred in Adobe Photoshop format) in order to get ready for creating alternative content in step 2.
All elements for the test are created. These include creating new headlines, images, buttons, layouts, calls to action and HTML code for added functionality. Once created, we incorporate these alternative elements into your test pages. Links are then sent to you to approve the variations.
Next we install analytics tracking code to your website and powerful filters, goals and funnels to only report on segmented visitor traffic. HTML code is then added to the page variations to avoid duplicating content for search results. All your original and alternative page variations are backed up for security before any testing is started.
We are now ready to launch your test! Once the test launches, we monitor the results and will make recommendations based on the data we receive. You will also get login access to view the ongoing results 24/7 along with a weekly report detailing the conversion rate of your alternative content.
Depending upon how many variations / test pages we setup (usually 2-3) we will aim to collect at least 100 conversions per variation to ensure the results are solid. This also means that tests generally complete in a shorter amount of time.
To guarantee our results we will provide you with a report that shows the probability of your variations outperforming the original content. When the estimated conversion rate (Est. conv. Rate) in the report goes above 95% or below 5% the corresponding report will show either a green or red bar indicating a significant result has been achieved.
When the experiment has reached a clear chance of outperforming the original page we will inform you and give you the chance to run a follow up experiment to validate the results.