boosting your online revenue - hazjier pourkhalkhali
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Boosting Your Online Revenue
Hazjier PourkhalkhaliSenior Strategy Consultant, Optimizely
u Help clients develop comprehensive CRO strategy
u Advise on best practices in Optimization Management
u Problem solve complex optimization challenges
Hazjier PourkhalkhaliSenior Strategy Consultant
@Hazjier
1 Understand Your Revenue Levers
3 Build PowerfulHypotheses
2 Develop a CRO Strategy
1 Understand Your Revenue Levers
3 Build PowerfulHypotheses
2 Develop a CRO Strategy
Increase revenuesCompany Metric
Improve RPVBusiness Unit
Increase AOVOptimization Goals
Raise CTR on Suggested ItemsExperiment
Goals
User acquisition:1.5m
User retention33%
Add-to-Cart:4.00%
Cart Checkout:50.0%
Average quantity:
2.00
Average per unit price:
£25.00
Average Order Value:£50.00
Conversion Rate:2.00%
Revenue Per Visitor:£1.00
Visitors:2.0m
Revenue:£2.0m
Digital Commerce
Revenue
Customer Lifetime
Value
Customer Lifetime
Feature Usage
Net Retention
Monthly Revenue
Initial Deal Size
Net Expansion
One-Time Upsells
Customers
Users
User Acquisition
User Retention
Conversion Rate
# of StepsAvg.
Completion % / Step
SaaS / Subscription-Based Companies
Homepage Category Page Product Page Shopping
BasketShipping Details
Payment Page Conversions
44% 42%
8%
52%
87%81%
41%31%
44%
32%
11%12%
15%27%
48%
16%7%
Homepage to Category
Category to Product
Product to Basket Basket to Shipping Shipping to Payments
Payments to Conversion
100% 44% 26% 7% 5% 4% 3%
Continue down funnel
Visit different page
Exit website
Where should you spend your efforts?
1 Understand Your Revenue Levers
3 Build PowerfulHypotheses
2 Develop a CRO Strategy
User Acquisition:
1.5m
User Retention:
33%
Add-to-Cart:4.00%
Average Completion
Rate
Average Quantity:
2.00
Average Price Per Unit:€25.00
Average Order Value:
€50.0
Conversion Rate:2.00%
Revenue Per Visitor:€1.00
Visitors:2.0m
Revenue:€2.0m
Cart Checkout Rate:
50.00%
Goals
Strategies
Tactics
Cart Checkout Rate
Wording / messaging
Location / size
Design / color / icono-graphy
Establish a visual
hierarchy
Remove non-critical
content
Limit number of
choices
Select/target the
right USP’s
Refine the messaging
Crystallize visually
Clear and consistent
UI
Structure, naming,
and order of sections
Describe visually
Test ideal product visuals
Use the right
review systems
DescriptionsReviewsImages
Emphasize the Primary Call
to ActionMinimize
DistractionsCommunicate Unique Selling
Points
Design Intuitive
Navigation
Market Products
EffectivelyBuild a Sense of Urgency
Show quantity
left
Push temporary
offers
Promote buying
before set times
Goals
Strategies
Tactics
Cart Checkout Rate
Wording / messaging
Location / size
Design / color / icono-graphy
Establish a visual
hierarchy
Remove non-critical
content
Limit number of
choices
Select/target the
right USP’s
Refine the messaging
Crystallize visually
Clear and consistent
UI
Structure, naming,
and order of sections
Describe visually
Test ideal product visuals
Use the right
review systems
DescriptionsReviewsImages
Emphasize the Primary Call
to ActionMinimize
DistractionsCommunicate Unique Selling
Points
Design Intuitive
Navigation
Market Products
EffectivelyBuild a Sense of Urgency
Show quantity
left
Push temporary
offers
Promote buying
before set times
Emphasize the Primary Call to Action:Location / Size
+20%Mobile Shares
Minimize Distractions:Remove Non-Critical Content +14%
Revenue PerVisitor
Emphasize the Primary Call to Action:Wording / Messaging
Emphasize the Primary Call to Action:Wording / Messaging
+29%CTR
-3%CTR
-10%CTR
Original30.5% CTR
1 Understand Your Revenue Levers
3 Build PowerfulHypotheses
2 Develop a CRO Strategy
Case Study: Obama Contribute Form
UnregisteredUsers
RegisteredUsers
ReturningDonors
0.0%
+2.3%
-27.8%
+15.2%
+8.5%
0.0%
+27.8%
N/A
-24.6%
+2.9%
0.0%
+16.3%
N/A
+11.9%
+18.4%
§ Page overly emphasizes price
§ Product benefits are understated
§ Call to Action below fold
Problem Solution Result
§ Reduce size of price
§ Highlight discounts
§ Add product visuals
§ Duplicate CTA at top of page
§ Increase Conversion Rate
§ Increase Conversion Rate
§ Increase CTR to checkout
Build powerful hypotheses
Thank You!
Hazjier PourkhalkhaliSenior Strategy Consultant, Optimizely
@Hazjier