Conducting controlled experiments is the best way of determining whether a site or app redesign would lead to improvements on key metrics. One barrier is the amount of time or resources it takes to run experiments. You may have a low traffic site, you may want to detect small differences in key metrics (i.e. fractions of a percent), or you may want to get experiment results faster. Here are some suggestions on how to run experiments more efficiently.
Imagine a company that sells a line of products and services. This company will likely have multiple goals for its website:
- to sell its products and services online
- to collect user information for sales prospects
- to drive brand awareness and loyalty
- to provide online support for existing customers
Let’s say the company has identified 20 KPIs (Key Performance Indicators) that measure the success of these four goals, and it is committed to optimizing the conversion of these goals by running many experiments. Should the company launch the treatment if some KPIs perform better but others perform worse than the control (i.e. the original site)?
To know how your website’s doing, you need to define your Key Performance Indicators. If you’re running a blog (or some sort of content publishing site), and your goal is to increase user engagement, your Key Performance Indicators may include number of visits, pageviews per visit, and visit duration.