oren cohen - optimizely (all things data 2015)
TRANSCRIPT
THE SPEAKER
• Oren Cohen,!Head of Sales for UK and Ireland!!
• Get in touch at [email protected]!!
• www.optimizely.com!
Structure Your Optimization Goals
Manage Your Testing Roadmap
Find Your Maximum
CREATING AN OPTIMIZATION ROADMAP
SET BUSINESS GOALS
• What is the company-wide goal?!!
• How does optimization play a part?!!
• Think beyond conversions!!
Revenue
Revenue Per Visitor
Conversion Rate
Length of Funnel
Completion Rate
Average Order Value
Quantity Price
Visitors
Acquisition Retention
Completion Rate
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 the right tabs and
order
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
Structure Your Optimization Goals
Manage Your Testing Roadmap
Find Your Maximum
CREATING AN OPTIMIZATION ROADMAP
“Any time the Detroit Pistons score 100 points and hold the other team below 100 points, they almost always win.”-Doug Collins, NBA Coach
Structure Your Optimization Goals
Manage Your Testing Roadmap
Find Your Maximum
CREATING AN OPTIMIZATION ROADMAP
0.00%!
0.50%!
1.00%!
1.50%!
2.00%!
2.50%!
3.00%!
3.50%!
25-34! 35-44! 45-54! 55-64! 65+! 25-34! 35-44! 45-54! 55-64! 65+!
Industry Conversion Rate
Client Conversion Rate
3. GET GRANULAR ABOUT CONVERSIONS
MEN! WOMEN!
USING QUALITATIVE DATA
• Run consumer surveys!!
• Analyze marketing reports!!
• Perform user case studies!!
• Record user sessions!
HOME PAGE COMPARISON
§ Why should users prefer your website § Who is your target audience? § What are the three main page goals? § Which content should users see first?
§ What is your edge? Growth area? § Which users should you also target? § How effectively are they pushed? § What content should be removed?
BOOKING PAGE COMPARISON
§ What steps should users complete? § What information are you displaying? § How do you visualize the flow?
§ What is the ideal flow? § When should you display information? § How can the process be more intuitive?
LOVEHOLIDAYS HOME PAGE
§ How many visual steps does it take a customer to see your Primary Call to Action? § Are you emphasizing the right content with your visual layout? § Is key content currently being underutilized due to the design?
LISTENING TO THE CUSTOMER
• Read the most used search queries, FAQ pages!!
• Send customer surveys to specific segments!!
• Use Net Promoter Scores or alternate metrics to assess performance by segment, product, or service!!
• Call your customers yourself / shadow customer calls!
Structure Your Optimization Goals
Manage Your Testing Roadmap
Find Your Maximum
VOICE OF THE CUSTOMER
ANALYTICS QUALITATIVE DATA
HEATMAPS COMPETITIVE REVIEWS
BUILD YOUR TESTING ROADMAP