Template to present a test to a Customer

letoucan · 21st Apr 2015, 11:32 AM

Dear all,

I am right now building the tool for my client to increase their CRO.
I was wondering if you had a template of how to present the test to a customer

The type of test (i.e., image swap)
The specifics of the test (i.e. changing homepage hero image to X)
The hypothesis or goal (i.e. returning users may respond better to image X than existing homepage creative)
The date the test will start
The expected duration of the test (usually no less than 2 weeks)

Thanks in advance

Best regards

Raphael

redyellowgreensquare · 24th Apr 2015, 10:10 AM

It shouldn't be hypothesis or goal, but both. All good tests start with a clear hypothesis "Returning users will be more likely to convert if they see the test homepage hero image, X because..." - then you have to tell the client why your images is better. Your goal is whatever the conversion is.

I'd reference the analysis you've done in order to design the test in the first place too - CRO is down to personal opinion and so any other opinions you've gathered to get to this point will help give your recommendations for testing more clout.

I'd be careful with including an "expected duration" for your test. We're dealing with real people and real user behaviour here and so unless you've already done a lot of this, guessing the duration could lead to unrealistic expectations.

Happy testing!

21st Apr 2015, 11:32 AM	#1
letoucan Warrior Member Join Date: 2015 Posts: 1 Thanks: 0 Thanked 0 Times in 0 Posts	Template to present a test to a Customer Share on: Dear all, I am right now building the tool for my client to increase their CRO. I was wondering if you had a template of how to present the test to a customer The type of test (i.e., image swap) The specifics of the test (i.e. changing homepage hero image to X) The hypothesis or goal (i.e. returning users may respond better to image X than existing homepage creative) The date the test will start The expected duration of the test (usually no less than 2 weeks) Thanks in advance Best regards Raphael

24th Apr 2015, 10:10 AM	#2
redyellowgreensquare Warrior Member Join Date: 2015 Posts: 22 Thanks: 0 Thanked 2 Times in 2 Posts	Re: Template to present a test to a Customer Share on: It shouldn't be hypothesis or goal, but both. All good tests start with a clear hypothesis "Returning users will be more likely to convert if they see the test homepage hero image, X because..." - then you have to tell the client why your images is better. Your goal is whatever the conversion is. I'd reference the analysis you've done in order to design the test in the first place too - CRO is down to personal opinion and so any other opinions you've gathered to get to this point will help give your recommendations for testing more clout. I'd be careful with including an "expected duration" for your test. We're dealing with real people and real user behaviour here and so unless you've already done a lot of this, guessing the duration could lead to unrealistic expectations. Happy testing!