We all know that waiting for test results is exciting, but somewhat tortuous. Our minds run wild, asking things like: Why is this taking so long? Why won’t Google Website Optimizer (or any other testing platform) declare a winner already? What does “statistical confidence” mean, anyway?
You experience this anxiety, FutureNow clients struggle with it, and we analysts stress over it, too. You’re not alone.
The key point is that you can’t give in to the temptation to end tests early! Ending a test without getting statistically valid results is the hugest waste of money! It’s the Anti-Optimization. I know it’s difficult, but “patience is a virtue” in conversion rate optimization just like in life.
To help you be patient, I’m presenting this handy list of things you can do while patiently waiting for your test results to fully validate.
#10: Figure out ways to avoid the forever test.
#9: Learn about statistical significance and why it’s important to let your testing platform reach it.
#8: Stare out the window. Seasons are changing, the breeze is moving gently through the trees, etc.
#7: Take advantage of the patience of strangers. Guess which test variation won on other people’s tests.
#6: Study your web analytics. Don’t bother guessing how your test will turn out. Dig into your data to gain insight that will drive your next tests.
#5: Set up another test. If you don’t have half a dozen tests running, you probably have “room” to be running a few more. Nothing eases the anxiety of waiting like having other tests to worry about
#4: Build the next test. The best way to optimize your conversion rate is to have the next test already built and waiting (variations and alternate pages can be built and stored locally or in your “dev” environment). The second you end one test, you should be ready to roll out the next test.
#3: Calculate the value of a recently-ended test. If you got an improvement from a recent test, have you calculated an estimated dollar (euro/yen/etc.) value of the result? How many more sales/leads/subscriptions will your winning variation net you going forward? I’m pretty sure your boss and teammates would want to know.
#2: Kick off a persona project so that you can understand your prospects’ motivations and plan smarter tests.
#1: Take a break, already! You work hard, so spend a few moments relaxing…still online, of course Perhaps enjoy a giggle about parents on Facebook or laugh at raunchy, profane [YOU'VE BEEN WARNED] texts from last night?