Oren Cohen - Optimizely (All Things Data 2015)

BUILDING A TESTING CULTUREOren Cohen!

Head of Sales, UK and Ireland!

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

STRUCTURE YOUR OPTIMIZATION GOALS

SET BUSINESS GOALS

•  What is the company-wide goal?!!

•  How does optimization play a part?!!

•  Think beyond conversions!!

SET BUSINESS GOALS

Conversions Revenue CTR

Revenue

Revenue Per Visitor

Conversion Rate

Average Order Value

Visitors

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

MANAGE YOUR TESTING ROADMAP

DEVELOP A TESTING PROCESS

Ideate Research Refine Plan & Run Review

“Any time the Detroit Pistons score 100 points and hold the other team below 100 points, they almost always win.”-Doug Collins, NBA Coach

DEVELOP A TESTING PROCESS

Ideate Research Refine Plan & Run Review

DEVELOP A TESTING PROCESS

Ideate Research Refine Plan & Run Review

“We’re going to turn this team around 360 degrees.”

-Jason Kidd, NBA Coach

Structure Your Optimization Goals

Manage Your Testing Roadmap

Find Your Maximum

CREATING AN OPTIMIZATION ROADMAP

FIND YOUR MAXIMUM

EXPLORE RADICAL OPTIONS

CASE STUDY: ABC FAMILY / DISNEY

REFINE YOUR WEBSITE

REFINE YOUR WEBSITE

VOICE OF THE CUSTOMER

ANALYTICS QUALITATIVE DATA

HEATMAPS COMPETITIVE REVIEWS

REFINE YOUR WEBSITE

VOICE OF THE CUSTOMER

ANALYTICS QUALITATIVE DATA

HEATMAPS COMPETITIVE REVIEWS

1. USE IN-PAGE ANALYTICS

2. USE FUNNEL VISUALIZATION

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!

REFINE YOUR WEBSITE

VOICE OF THE CUSTOMER

ANALYTICS QUALITATIVE DATA

HEATMAPS COMPETITIVE REVIEWS

USING QUALITATIVE DATA

•  Run consumer surveys!!

•  Analyze marketing reports!!

•  Perform user case studies!!

•  Record user sessions!

REFINE YOUR WEBSITE

VOICE OF THE CUSTOMER

ANALYTICS QUALITATIVE DATA

HEATMAPS COMPETITIVE REVIEWS

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?

REFINE YOUR WEBSITE

VOICE OF THE CUSTOMER

ANALYTICS QUALITATIVE DATA

HEATMAPS COMPETITIVE REVIEWS

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?

LOVEHOLIDAYS BOOKINGS PAGE

REFINE YOUR WEBSITE

VOICE OF THE CUSTOMER

ANALYTICS QUALITATIVE DATA

HEATMAPS COMPETITIVE REVIEWS

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