define testing goals that influence conversion

Define Testing Goals That Influence Conversion

Strategy Consultant: Khattaab Khan

An Optimizely Online Workshop

August 26th, 2015

• Recording

• Slide Deck

• Workshop Summary

• Note-taking is encouraged!

Housekeeping

• Take testing concepts and make them practical

• Teach someone else

• Participation!

Why a workshop?

What vertical are you in?Poll:

How long have you been testing?Poll:

What value do you see in Optimizely?

Question:

Provide your answer in the question box

Agenda

Goal Alignment: Align company objectives with experiment goals

Goal Breakdown: Divide KPIs into unit level goals

Goal Mapping: Develop strategies and tactics to reach those goals

Goal Setup: Translate those goals into Optimizely

1. Identify the KPIs that you aim to influence through testing

2. Define goals in Optimizely that will measure them

Goal Alignment

Increase revenueCompany Metric

Business Unit

Optimization Goals

Experiment Goals

Improve RPV

Increase AOV

Average Quantity

Goal Alignment

Ad RevenueCompany Metric

Business Unit

Optimization Goals

Experiment Goals

CPM

Ad Viewability

Content Recirculation

Goal Alignment

Agenda

Goal Alignment: Align company objectives with experiment goals

Goal Breakdown: Divide KPIs into unit level goals

Goal Mapping: Develop strategies and tactics to reach those goals

Goal Setup: Translate those goals into Optimizely

Goal Breakdown

Goal Breakdown

Goal Breakdown

Goal Breakdown

Common Goals by Vertical

E-commerce/Retail Travel/Hospitality B2B/Lead Gen Media/Publishing

• AOV • Search/sort/filter • Scroll depth • Social shares • Add to cart • User registration • Lead quality

• AOV • Purchase conversions • Search/sort/filter • Ancillary (upsell) • User registration • Lead quality

• Form completions (lead capture)

• Offline conversion • Pageviews/funnel • Downloads • User registration • Lead quality

• Pageviews + video views per session

• Time on page/site • Scroll depth • Lifetime value • Ad viewability • Social shares • User registration • Lead quality

Common Goals by Vertical

E-commerce/Retail Travel/Hospitality B2B/Lead Gen Media/Publishing

• AOV • Search/sort/filter • Scroll depth • Social shares • Add to cart • User registration • Lead quality

• AOV • Purchase conversions • Search/sort/filter • Ancillary (upsell) • User registration • Lead quality

• Form completions (lead capture)

• Offline conversion • Pageviews/funnel • Downloads • User registration • Lead quality

• Pageviews + video views per session

• Time on page/site • Scroll depth • Lifetime value • Ad viewability • Social shares • User registration • Lead quality

Agenda

Goal Alignment: Align company objectives with experiment goals

Goal Breakdown: Divide KPIs into unit level goals

Goal Mapping: Develop strategies and tactics to reach those goals

Goal Setup: Translate those goals into Optimizely

Business KPIs Revenue per visitor ‣Purchase conversions (online) ‣Individual ‣Subscription bundles

‣Purchase conversions (offline) ‣Brand awareness

Qualified leads ‣Free subscription trial ‣Member-sourced lead generation ‣Referral program: $20 incentive

‣Customer reengagement ‣Blog ‣Email newsletter

Goal Breakdown

Average QuantityGoals

Strategies

Tactics

Offer Incentives

invite friends, get $20

Bundle & Save

Free shipping on orders over $50

Promote Value Props

Guarantee, Awards,

Certifications

Add, remove, more info on

other products

Easy to add bundles and

quantity

Free shipping w/ $XX cart

value

Promo codes

Bundled products discounts

Trust & security

Product discovery

Low friction add to cart experience

Provide your answer in the question boxActivity Two:

1. One more strategy to increase Average Quantity

2. Two tactics associated with that strategy

Agenda

Goal Alignment: Align company objectives with experiment goals

Goal Breakdown: Divide KPIs into unit level goals

Goal Mapping: Develop strategies and tactics to reach those goals

Goal Setup: Translate those goals into Optimizely

Goal Setup

Click Pageview Custom Event

Three types of goals in Optimizely

Increase revenueCompany Metric

Business Unit

Optimization Goals

Experiment Goals

Improve RPV

Increase AOV

Goal Alignment

Average Quantity

Goal Breakdown

Goal Breakdown

+0.8

Goal Breakdown

+0.8

+$20

Goal Breakdown

+$0.4

+$20

+0.8

Goal Breakdown +$800,000

+$0.4

+0.8

+$20

To the Optiverse!

• Workshop Summary

• Slide Deck

• Recording

• Goal Creation Worksheet

• Teach someone!

Maybe some supplementary text.

Question & Answer

To the Optiverse!

• Workshop Summary

• Slide Deck

• Recording

• Goal Creation Worksheet

• Teach someone!