optimizely summer school class 1 - analyze

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1. #optimizelyschool 2. What is Summer School? Optimizely Summer School Class 1 #Optimizelyschool 3. 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 4. 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 5. 3 1 Create a Business Overview 2 Know Your Customer Investigate Improvements 4 Manage Your Roadmap 6. Create a Business Overview Know Your Customer Investigate Improvements Manage Your Roadmap 3 1 2 4 7. Increase revenues!Company Metric Improve RPV! Business Unit Increase AOV! Optimization Goals Raise CTR on Suggested Items! Experiment Goals 8. 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 9. 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 10. 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 11. 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 USPs 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 12. Create a Business Overview Know Your Customer Investigate Improvements Manage Your Roadmap 3 1 2 4 13. 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? 14. 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 15. 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 16. 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 17. Change the focus from Conversion Rate to revenues Organic search has the lowest conversion ratXe. Which keywords are driving this? 18. 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 19. User split by devices appears stable Mobile has the lowest conversion rates 20. 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 21. 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 22. 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 23. 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 24. 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 25. 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 26. 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? 27. 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? 28. 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? 29. 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. 30. 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 31. Conversions: Shopping Behavior Analysis 32. 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 33. 90% of users leave these pages 34. 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 35. 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 36. 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 CTRs here) - What the scroll-depth of your users is - What content underperforms for the amount of screen real estate it has 37. 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%! 38. Create a Business Overview Know Your Customer Investigate Improvements Manage Your Roadmap 3 1 2 4 39. 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 40. 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? 41. Create a Business Overview Know Your Customer Investigate Improvements Manage Your Roadmap 3 1 2 4 42. 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 USPs 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 43. 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 USPs 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