Queen's University

Teaching Product Analytics for Queen's University's Master of Digital Product Management (MDPM) an interdisciplinary program between the Smith School of Business and the School of Computing.

Adjunct Professor

GuessTheTest

GuessTheTest is the go-to resource for objective, inspiring A/B test case studies.

Get free, bi-weekly gamified A/B case studies – where you can guess which test version you think won, learn about the results, and apply the findings to optimize your own work.

Pro Members also have access to a wealth of practical articles, interviews, guides, and tutorials on A/B testing and optimization strategy best practices.

Checkout www.GuessTheTest.com and sign-up for free to receive valuable digital marketing content.

Founder

Convert Experts

Conduct and implement data-driven Conversion Rate Optimization (CRO) and A/B testing programs to improve clients' web performance, increasing conversions, leads, revenue, and profit.

Specialized in white label optimization consulting, Convert Experts' unique approach involves testing, measuring, and analyzing all the important elements of your site, then suggesting changes -- backed by data -- to help you generate more leads, and make more money.

Various Companies

Provide hands-on, customized training to organizations and seminar participants on the topics of business writing, writing for the web, conversion copywriting, and web optimization best practices.

Workshop Facilitator and Trainer

BEHAVE.org (Formerly WhichTestWon.com)

Developed and analyzed hundreds of client A/B test case studies, creating exceptional educational web content to explain digital marketing, Conversion Rate Optimization (CRO) and A/B testing – detailing what works well through every step of the conversion funnel.

Director, Digital Development

StreetAuthority LLC

Specialized in eCommerce and business writing; produced well-researched articles about profitable stocks to invest or trade; used a unique combination of technical and fundamental analysis to generate a strong portfolio of winning picks.

eCommerce & Business Writer

Insite

Undertook a wide variety of marketing communications roles for various government, NGO and private industry clients, including carrying out UX studies, generating research reports, and developing social media strategies.

Marketing Communications Consultant

Engineers Canada

Produced high-level communications materials for the body that represents the Canadian engineering profession.

Communications Officer

City of Ottawa

Took complex IT concepts and produced clear, plain language IT reports and presentations, delivered to senior management.

Communication Analyst & IT Writer

Hydro Ottawa

Developed internal and external marketing communications and worked with the customer support team to communicate key activities and events.

Communications Advisor

Top A/B Testing Influencer

* Google Analytics Certified digital marketer, highly specialized in Conversion Rate Optimization (CRO), and A/B testing.

* Master's of Science (M.Sc.) degree with a focus in eye tracking technology, plus a certificate in graphic design. 

* Published author of six peer-reviewed journal articles and hundreds of online pieces.

* Adeptly analyze websites and shrewdly suggest ways to optimize them, bringing clients more conversions, leads, and money.

* Through the lens of applied behavioral economics and marketing psychology, create dynamic content marketing and eCommerce materials; proven Financial Writer with a strong investment/trading track record. 

* Putting content marketing skills into practice, facilitate dynamic Business Writing For Results workshops (www.BWFR.ca).

* Strong design sense, with a keen eye for details (https://www.flickr.com/photos/deborahomalley/); award-winning artist and VJ (www.TheLatestArtists.com).

* Early adopter of social media tools and technologies; strong ability to spot and capitalize on upcoming trends.

* Conscientious, hard-working, diligent. 

* Sweet tooth who justifies making homemade fudge (https://www.etsy.com/shop/FudgeFaceFudge) by working it off at the gym.

Super stoked to be selected as a Top Optimization Influencer -- for the 3rd year in a row! -- on Kameleoon's list of impactful A/B testers.

Honored to be listed alongside some of the GOATs and OGs in the field, including:
- Shiva Manjunath
- Talia Wolf
- Ben Labay
- Marianne Stjernvall
- Daphne Tideman
- Brian Massey
- Lucia van den Brink ✨️
- Ruben de Boer
- Sagrika Agrawal
- André Morys
- Manuel Da Costa
 - Jonny Longden
- Ton Wesseling

These are definitely people and names worth following.

A huge congrats to everyone on the list, and a big thanks to Kameleoon for putting together this extensive document. 

Checkout the full post with all 89 people, separated by experimentation categories, in the link below ⬇

Deborah O'Malley

If you're looking for a clear-cut way to go from hypothesis to winning test results, you need to attend this masterclass!

It's going to be jam-packed with actionable advice on how to leverage data to move from sound hypothesis to expert execution.

You'll get insights from some of the most skilled experimenters, including Gabriela Florea, Steph Le Prevost, Will Laurenson, Dave Gowans, and Marc Uitterhoeve.

I'll be moderating this incredible panel presentation which is put on by the award-winning Convert.com platform.

Join us to learn how to execute exceptional experiments!

Happening July 11 at 11 a.m. Eastern.

Free register using the link below in the comments ⬇

Had the incredible opportunity to moderate an amazing panel session with 5 of the top experimentation experts in the field:

Steph Le Prevost, Gabriela Florea, Dave Gowans, Marc Uitterhoeve, and Will Laurenson.

Our discussion lasted 2 hours, but we certainly could have talked for many more!

Distilled down for you, from 2 hours, to less than 500 words, here's the top-5 take aways revealed:

1️⃣ KNOW YOUR AUDIENCE
It's absolutely crucial you are completely tapped into who your audience is, what their needs are, what resonates with them, and why they'll buy -- or they won't buy from you!

Use data-driven research techniques, including AI-based data mining to deeply understand who your audience is and what makes them tick.

Then, and only then, apply this knowledge to formulate and execute your test ideas and parameters.

2️⃣ THINK LOCAL
It's not enough to just know your audience. 

You also need to be able to intricately cater to their specific needs, based on local, geographical, and cultural factors.

Don't treat all users alike, and recognize that you are not your user.

Segment audiences based on their region, or cohort, and appeal to each distinct group accordingly.

3️⃣ FOLLOW A ROBUST EXPERIMENTATION FRAMEWORK
Whether it's the AIDA model, the ALARM protocol, the DEXTER method,  or another experimentation framework, use data to develop an informed hypothesis.

Then, clearly define the test parameters with your audience in mind.

Strike a balance between the MDE and MVP of the test design. Ensure both the lift and the dev/build are reasonable to justify the resources involved.

Don't fool yourself. 

Go in expecting the test will lose. Then, use rigour and critical discernment to explore alternative executions that could optimize upon your current ideas and execution even more.

4️⃣ BEST PRACTICES & TEMPLATES ARE A GREAT LAUNCHING PAD
There's nothing wrong with using website templates and best practices as the starting point for building and optimizing your site.

In fact, doing so makes efficient use of existing resources and helps ensure a smooth, "prototypical" or expected user experience.

The problems occur when you only rely on best practices and blindly copy competitors.

Don't do that! 

Instead, take templates and use competitor sites as inspiration, finding ways to optimize and innovate for your specific situation and audience.

5️⃣  DON'T JUMP THE SHARK
Effective test design requires a very linear, methodical process that goes:
Data --> Hypothesis --> Test design --> Development --> QA --> Launch --> Result

Remove any one of these important steps and you've created a gashing whole in the process. 

This gap can cause discordance that may result in lost revenue opportunities, causing you to crash, burn, or get eaten alive. Don't fall victim.

Curious to hear more? 

Check out this free, incredible 2-hour masterclass moderated by me and put on by the award-winning Convert.com platform. 

Link to masterclass replay below ⬇

📣 Can You Guess The Test? 📣 

🏆 WHICH VERSION WON?
Take a look at the screenshots and guess which test won: with or without the brochure images.
🤔 Version A: Brochure download page with images
🤔 Version B: Similar page but without images

🔍 BACKGROUND & TEST DETAILS
Looking to increase brochure downloads, the testing team wondered which would work best: a brochure download form with or without images of the brochures.

🎯 HYPTOTHESIS:
The testing team suspected including images would make the different brochure options more recognizable and appealing.

As a result, more prospective students would complete the form to download a brochure.

However, the testing team also acknowledged the images may not work at all, or worse yet, could contribute to visual clutter diminishing conversions.

So they decided to test which would work best: with or without the brochure images.

🛠️ TEST SET-UP:
The A/B test ran on the Optimizely platform for 3 weeks, targeting traffic from Thailand and Spain. Over 2,600 visitors took part in the test. Traffic was equally split 50/50.

📊 RESULTS:
The winning version increased brochure downloads 22%. 

Results achieved a statistically significant effect at 95% confidence.

🔴 But can you guess which test won? 🔴

✅ TAKE YOUR BEST GUESS:
Go ahead and take your best guess on the actual test, find out the winning version, and apply the findings to optimize your site. 

Link to test and real-life results in comments below. ⬇ 

#experimentation #optimization #abtesting

🔍 Ever wondered how to turn your ideas into actionable, measurable results? 

It all lies in the power of a solid hypothesis! 

A hypothesis is more than just a guess—it's a strategic suggestion based on data and observations. 👩‍🔬 🔬 

A strong hypothesis:
✅ Provides a powerful measurement framework that sets up a clear structure to test and validate your ideas

✅ Serves as the backbone of your optimization ideas 

✅ Incorporates data and observations to take form

✅ Specifies outcomes that clearly define expected results in measurable terms

✅ Specifies the relationship between the change and the expected outcome through if/then statements

For a comprehensive approach to developing a sound, data-driven hypothesis, use the smart hypothesis formula given to you in the below document:

Then be sure to attend the free masterclass with expert CRO's Gabriela Florea, Dave Gowans, Marc Uitterhoeve, Steph Le Prevost, and Will Laurenson.

They'll share with you how to master the art of hypothesis formulation and transform your test ideas into proven, impactful outcomes! 🚀 

I'll be moderating the webinar which is put on by the award-winning testing platform Convert.com

Register now to secure your spot. Registration link in the comments below ⬇

The proven hypothesis formula

👩‍🔬 ➡  Today's Testing Topic ⬅ 👨‍🔬 

-- WHERE SHOULD YOU START TESTING? --
One of the most common optimization questions is: where should I start A/B testing? 

It’s an easy question, but one that often doesn’t come with an easy answer. 

You’ve likely learned there’s no clear-cut process for testing or optimizing a website because every site. 

And, because every audience and every website is different, where to test depends on your site and your needs. 

That’s true. Mostly. 

But, it’s not the whole truth.

🔑 Through extensive experience, and through A/B test case study knowledge, I've found one key thing:

You can achieve strong conversion gains by starting your testing where the opportunity is highest. 🌟 

-- HOW DO YOU FIND WHERE OPPORTUNITY IS HIGHEST? --
To maximize your conversion impact, find a well-performing page on your site and test it first. 

The rationale is that if you can lift conversions on a page already converting well, testing will immediately pay off.

For example, if you have a page achieving a 3% conversion rate, squeezing another 2% conversion lift out of it gives you a strong, cumulative 5% conversion rate. 

Compare this to a poor-performing page with a 0.1% conversion rate. If you manage to eke out a 0.5% gain, that’s great, but your overall conversion rate still only sits at 0.6%. 

A page converting at 5% is potentially going to generate a lot more revenue than one converting at 0.6%.

Starting testing on an already strong page is especially useful if you have limited resources. 

Without a lot of time or money, you’ll get the biggest bang for your testing bucks. 💰 

-- WHAT'S NEXT? TEST BACKWARDS! -- 🔙 
After testing some of your strongest pages, test your way backwards through the conversion funnel. 

Start with your receipt/thank you or cart/checkout pages and move up through the funnel. ↩ 

Traffic that has gone deep into your sales funnel is more likely to convert again.

For instance, according to some stats, around 75% of shoppers abandon their cart at checkout. 

One major factor that impedes conversions is required registration. 

Consider testing the removal of the registration process or setting up guest and returning customer accounts to facilitate the checkout process. 

-- TEST EXIT FRICTION -- 🚫 
Additionally, test ways to create “exit friction” within the checkout process by using exit overlays or similar strategies to retain customers.

-- TEST THANK YOU PAGES -- 🙏 
Harness the power of thank you pages and emails. Testing these can offer significant opportunities for customer retention and conversion.

By strategically selecting where to start and progressively working through your site, you can maximize your conversion rates and make the most of your testing efforts.

Found this post helpful? Like, share, and comment ⬇

It's happening today at 11 a.m. Eastern, and you're not going to want to miss it! 🚀 

Join expert experimenters Gabriela Florea, Steph Le Prevost, Will Laurenson, Dave Gowans, Marc Uitterhoeve with me for an incredibly interesting panel presentation on going from hypothesis to successful test implementation.

Get important insights on the 𝟒 𝐂𝐑𝐈𝐓𝐈𝐂𝐀𝐋 aspects of testing no one talks about:

【1】The messy middle of optimization: what's in between as you go from hypothesis to test implementation, and how to navigate that rocky road

【2】The best way to implement a hypothesis: how the same problem statement can result in multiple, different execution paths, and how to handle that issue

【3】Why execution paths play a big role in whether your intervention will be "seen" by your audience or dismissed, and how to handle gaps in inconclusive tests 😧

【4】What  solid, proven execution protocols look like — ring the "ALARM" if your testing team doesn't have one! 😉

This is a must-attend masterclass. Click the registration link the comments section below to join us and participate in the discussion ⬇

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