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Key Differentiator between an Effective Growth Hacker and Others – Experimentation (Part-1)

In my journey of becoming a Growth Hacker, CXL’s Growth Marketing Minidegree Scholarship is a big blessing.
My heartfelt gratefulness for this golden opportunity.
This week let’s start with the Research XL  model.

1. The Research XL Model

ResearchXL Model

Step 1: Heuristic Analysis
It’s an experience-based review of your website.
You have to analyze each page in four different categories:
  • Clarity
  • Friction
  • Anxiety
  • Distraction
Step 2: Technical Analysis
It consists of cross-browser/device testing, speed analysis, bug fixing.
Step 3: Digital Analysis
It involves:
  • Identifying drop-off points.
  • Correlating behaviours with outcomes.
  • Measuring everything that needs to be measured to verify the data.
Step 4: Qualitative Testing
Surveys are the best way to do this.
Step 5: User Testing
Ask our users to use your website, requiring them to do either a broader task or a specific one.
Step 6: Mouse Tracking Analysis
You see the heatmaps of your website to understand where people are clicking.
What to do with the data?
Now, that you have done your research, you have to rank each of your problems on a 1–5 scale where 5 is a severe problem, and 1 is a small issue.
Here are the two most important criteria when giving a score:
1. Ease of Implementation — how easy it is to make the change.
2. Opportunity Score — how many people you’re going to affect by making a change.
How to Measure the Effectiveness of Your Testing Program
The following 3 metrics are the key:
  • The number of tests that you have done.
  • The percentage of tests that give you a win.
  • The impact of a successful experiment.
3 Questions to Ask When Doing Site Walkthroughs:
  • Does the site work with every major browser?
  • Does the site work with every device?
  • What’s the user experience like with every device?

2. Heuristic Analysis

It helps you find the problem areas of your website, so you can later see if the data validates or disproves your findings.
Heuristic Analysis
Always be aware of your biases, such as:
  • Confirmation bias — where people favor information that confirms their beliefs.
  • Bias blind spot — where you see yourself as less biased than other people.
When evaluating a site, you should:
  • Assess each page for clarity.
  • See if each page is relevant to your users.
  • Understand if people see clearly what value they are getting for their money.
  • Find points of friction.
  • Pay attention to any distractions on your page.

3. Usability Evaluation

Jakob Nielsen, a usability expert, defines usability in 5 quality components:
Usability-5 Components
  1. Satisfaction — How pleasant your design is?
  2. Learnability — How easy it is for users to accomplish a basic task the first time they land on your website?
  3. Efficiency — How quickly the users can perform different tasks?
  4. Memorability — How easily the users can reestablish proficiency with your site?
  5. Errors — Number of mistakes each user makes.

4. Surveys

Reasons to conduct surveys:
  • Reduce your costs.
  • Understand your brand.
  • Identify your competitors.
How to design a survey?
1. Use close-ended questions.
2. Use questions that address the desired information.
3. Use well-written questions that don’t mislead your users in any direction.
Common mistakes to avoid in designing surveys:
  • Using scales that are not intuitive.
  • Mixing questions of behavior with questions of attitude.
  • Asking questions that are not relevant.
  • Creating surveys that are too long.
Here is what you should remember when you’re conducting in-house surveys:
  • Existing customers are always biased towards your company.
  • You should keep your surveys short.
  • Use a sample size of at least 100 people.

4.1 Web & Exit Surveys

Here is when you should trigger polls on your website:
  • When people spend more than 10 seconds on a page.
  • When there is an above-average engagement.
  • When people express exit behavior.
You can ask questions like:
  • What’s holding you back?
  • Why are you not interested?
You should run polls always one page at a time, starting with a yes/no question.
5. Live Chat Transcripts
If you use live chat to answer pre-sale questions, you should read transcripts from the last month to understand more about your customers.
6. User Testing
User Centric
The main benefit of user testing is identifying bottlenecks.
Observe how real users interact with your website. Remove any barriers that stop people from accomplishing their on-site goals.
Difference between User testing and A/B testing:
  • A/B testing is done with people who don’t know that they are a part of a test.
  • User testing revolves around testing people who are given specific tasks on the website.
Whenever you want to start optimizing your website, you should conduct user tests. You should test people that are your actual target audience. The minimum sample size is 5.
Here the 3 ways you can use to run usability tests:
1) Over the Shoulder Testing
The best way to run usability tests is by conducting them in-person. All you need is an empty room, a working computer, and a notepad to write down your observations.
2) Unmoderated Remote Testing
Form of user testing that’s done remotely using tools like:
  • UserTesting.com
  • UsabilityHub.com
  • UserBrain.net
  • OpenHallway
  • TryMyUI
3) Moderated Remote Testing
It’s a form of remote testing where you can clarify the task of the users. Here you aim to learn if your users understand the goal of your website and business.

7. Google Analytics Health Check

GA Logo
Google Analytics is the most important tool for any business to understand its data.
Here are some of the questions you should ask yourself when you’re running a health check:
  • Does it collect what we need?
  • Can we trust this data?
  • Where are the loopholes?
  • Is there anything that can be fixed?
  • Is anything broken?
  • What reports should be avoided?
It is always advised to sanity check regularly GA data.
Hope you gained some knowledge from this article.
In the next article let’s deep dive into the analytics required for the experimentation part of Growth Hacking!

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