#optimizelyschool

What is Summer School? Optimizely Summer School

– Class 1

#Optimizelyschool

Hazjier Pourkhalkhali Strategy Consultant, EMEA

u Help clients develop comprehensive CRO strategy

u  Advise on best practices in Optimization Management

u  Problem solve complex optimization challenges

A S P I R A T I O N S

F E A R SN E E D S

U N C E R T A I N T I E S

D E S I R E S B E H A V I O R S

E X P E C T A T I O N S

3

1 Create a Business Overview

2 Know Your Customer

Investigate Improvements

4 Manage Your Roadmap

Create a Business Overview

Know Your Customer

Investigate Improvements

Manage Your Roadmap

3

1

2

4

Increase revenues !Company Metric

Improve RPV !Business

Unit

Increase AOV !Optimization Goals

Raise CTR on Suggested Items!

Experiment Goals

User acquisition:

1.5m

User retention

33%

Number of Steps

Average Completion

Rate

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 Steps Avg.

Completion % / Step

SaaS / Subscription-Based Companies

User acquisition:

1.5m

User retention

33%

Number of Steps

Average Completion

Rate

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

Average Completion

Rate

Goals

Strategies

Tactics

Completion Rate

Wording / messaging

Location / size

Design / color /

iconography

Establish a visual

hierarchy

Remove non-critical

content

Limit number of

choices

Select/ target the right USP’s

Refine the messaging

Communicate visually

Use a clear, consistent

layout

Structure, naming, and

order of sections

Use iconography

Test ideal product visuals

Use the right review

systems

Improve product

descriptions / structure

Emphasize the Primary Call to

Action Minimize

Distractions Communicate Unique Selling

Points Design Intuitive

Navigation Market

Products Effectively

Build a Sense of Urgency

Show quantity left

Push temporary

offers

Promote buying

before set times

Create a Business Overview

Know Your Customer

Investigate Improvements

Manage Your Roadmap

3

1

2

4

Who are our customers?

§ Where are they from?

§ How did they find us?

§ What is their age and gender?

§ What devices do they use?

§ When do they visit us?

§ What do they buy?

§ How long do they decide?

§ How often do they return?

Audience: Geo > Location

§  Understand where your users are located and how their performance differs

§  Learn: -  Who your customers are -  How performance differs per

country / city -  Which regions you should focus on

Indian users have 3x the time on site and 50% more pageviews than American and British visitors

The US, UK, and Germany have the highest bounce rates

Acquisition: Overview

§  Understand where customers are coming from and which acquisition channels to optimize for

§  Learn: -  The user split between acquisition

channels -  How performance differs between

channels

Change the focus from Conversion Rate to revenues

Organic search has the lowest conversion ratXe. Which keywords are driving this?

Acquisition: Mobile > Overview

§  See the devices users use and how adoption changes over time

§  Learn: -  The split between device types,

specific smartphone types or operating systems, screen sizes

-  Learn which segments you are performing well for

User split by devices appears stable

Mobile has the lowest conversion rates

Conversions: Time to Purchase

§  See how long users take to purchase §  Learn: -  Understand how many days users

take on average to purchase -  Divide your users into groups: users

who buy same day, same week, within the month, a month or more later

Nearly two-thirds of all users make a purchase on the same day they land on the website

Over a sixth of users take over a month to deliberate before purchasing

Audience: Cohort Analysis

§  Understand how user groups perform over the days and weeks after they first landed

§  Learn: -  What percentage of users you retain -  How their Revenue Per Visit changes -  What percentage of the total user

revenue comes same day, same week, same month, or over a month later

All Sessions 6,438,215 users

March 18 – March 24 286,307 users

March 25 – March 31 292,842 users

$212,681,432.12

$16,282,667.44

$17,394,828.78

$38,438,125.68

$4,189,867.90

$3,624,155.34

$18,833,361.90

$2,796,571.44

$2,411,138.04

$10,487,295.17

$2,630,049.20

$1,978,864.57

$7,854,301.99

$1,232,125.68

$1,164,550.31

$

$

Only 19% of users take more than 4 weeks to purchase, yet they represent 40% of all revenue

Revenue: £2.0m

Revenue Per Visitor: £1.00

Average Order Value:

£50.00

Average quantity:

2.00

Average per unit price:

£25.00

Conversion Rate: 2.00%

Number of Steps

Average Completion

Rate

Visitors: 2.0m

User acquisition:

1.5m

User retention

33%

Digital Commerce

Conversions: Funnel Visualization §  Find the bottlenecks and improvement

areas in your conversion funnel §  Learn: -  Which steps drive users to leave your

website -  Which steps have users leave for

other pages -  Where users enter your funnel from

Why do this many users leave the website altogether?

Are users changing cart details from this page? If so, how do we make that easier?

Homepage Category Page Product Page Shopping

Basket Shipping 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?

Conversions: Goal Flow

§  Funnels are non-linear, users move backwards and forwards. See when users move back through your funnel and try to find out why.

§  Learn: -  Which steps do users skip? -  Which steps do users redo? -  What are the top funnel paths?

This shows that 20% of users go back from payment methods to delivery info. Is this because payment address and delivery address are separate? If so, how can we let people make changes on this page.

Revenue: £2.0m

Revenue Per Visitor: £1.00

Average Order Value:

£50.00

Average quantity:

2.00

Average per unit price:

£25.00

Conversion Rate: 2.00%

Number of Steps

Average Completion

Rate

Visitors: 2.0m

User acquisition:

1.5m

User retention

33%

Digital Commerce

Conversions: Shopping Behavior

Analysis

Behavior: Top Landing and Exit Pages

§  See where your users land/leave. §  Learn: -  How your overall landing/exit pages

perform over time -  How individual pages perform by time

on site, exit rate, and more

90% of users leave these pages

Behavior: Behavior Flow

§  Understand your users most common navigation paths

§  Learn: -  How users move through your

website -  Where users land -  Which pages have high exit rates

The most page has a very high exit rate

Alumni directory has a high exit rate, but that could be explainable. If you only visit this page to find a number / e-mail address, then you are not exiting out of frustration but satisfaction

Behavior: In-Page Analytics

§  See where users click on your pages, as well as what their scroll-depth is

§  Learn: -  Which elements get the best CTR

(note: when multiple buttons share the same URL they share CTR’s here)

-  What the scroll-depth of your users is -  What content underperforms for the

amount of screen real estate it has

This orange line represents the fold-line. It is above the fold for 95% of page visitors

This product listing is drastically underperforming. CTR for nearby products is 3.4% - 4.2%, this has 0.8%!

Create a Business Overview

Know Your Customer

Investigate Improvements

Manage Your Roadmap

3

1

2

4

Behavior: Site Search > Usage §  See what percentage of users interact

with site search functionalities §  Learn: -  How search changes user behavior -  The revenue impact the search bar

has -  The importance of optimizing search

bars and search results pages

Only a tenth of users use site search

But they are responsible for a third of all revenue

Learn how you perform per search term. Are you missing products? Are users looking for different keywords than the ones you use to describe products?

Create a Business Overview

Know Your Customer

Investigate Improvements

Manage Your Roadmap

3

1

2

4

Completion Rate

Emphasize the Primary Call to

Action

Wording / messaging

Location / size

Design / color /

iconography

Minimize Distractions

Establish a visual

hierarchy

Remove non-critical content

Limit number of choices

Communicate Unique Selling

Points

Select/target the right

USP’s

Refine the messaging

Communicate visually

Design Intuitive Navigation

Use a clear, consistent

layout

Structure, naming, and

order of sections

Use iconography

Market Products Effectively

Test ideal product visuals

Use the right review

systems

Find ideal description

text / length

Build a Sense of Urgency

Show quantity left

Push temporary

offers

Promote buying before

set times

Goals

Strategies

Tactics

Completion Rate

Emphasize the Primary Call to

Action

Wording / messaging

Location / size

Design / color /

iconography

Minimize Distractions

Establish a visual

hierarchy

Remove non-critical content

Limit number of choices

Communicate Unique Selling

Points

Select/target the right

USP’s

Refine the messaging

Communicate visually

Design Intuitive Navigation

Use a clear, consistent

layout

Structure, naming, and

order of sections

Use iconography

Market Products Effectively

Test ideal product visuals

Use the right review

systems

Find ideal description

text / length

Build a Sense of Urgency

Show quantity left

Push temporary

offers

Promote buying before

set times

Goals

Strategies

Tactics

Emphasize the Primary Call to Action: Location / Size

Emphasize the Primary Call to Action: Wording / Messaging

Emphasize the Primary Call to Action: Wording / Messaging

Minimize Distractions: Remove Non-Critical Content +14.3%

Revenue Per Visitor

Completion Rate

Emphasize the Primary Call to

Action

Wording / messaging

Location / size

Design / color /

iconography

Minimize Distractions

Establish a visual

hierarchy

Remove non-critical content

Limit number of choices

Communicate Unique Selling

Points

Select/target the right

USP’s

Refine the messaging

Communicate visually

Design Intuitive Navigation

Use a clear, consistent

layout

Structure, naming, and

order of sections

Use iconography

Market Products Effectively

Test ideal product visuals

Use the right review

systems

Find ideal description

text / length

Build a Sense of Urgency

Show quantity left

Push temporary

offers

Promote buying before

set times

Goals

Strategies

Tactics

•  Survey sent out after the webinar

•  Takes 1 Minute to fill in

•  Helps us in designing better webinars

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