AARHUS     UNIVERSITYWEBSITE OPTIMIZATION:TUNING FOR CONVERSIONSJacob L. Orquin, Ph.D.Department of Business Administratio...
AARHUS      UNIVERSITYWHY OPTIMIZE WEBSITES?Increase turnover        Reduce costsConversion rate          Support costsTur...
AARHUS   UNIVERSITYREDUCE ATTRITION                   ASB AU                     MAPP
AARHUS       UNIVERSITYOPTIMIZATION METHODS•   Usability testing•   Web analytics•   A/B- and multivariate testing•   Eye ...
AARHUS   UNIVERSITYTHE WEB EXPERIENCE                     ASB AU                       MAPP
AARHUS   UNIVERSITYBUILDING BLOCKS FOR THE WEB EXPERIENCE                                ASB AU                           ...
AARHUS   UNIVERSITYUSABILITY                ASB AU                  MAPP
AARHUS   UNIVERSITYCOMMERCIAL USABILITY                  Focus on:                  Conversion                  Pageviews ...
AARHUS        UNIVERSITYDON’T MAKE ME THINK•   ”Usability isn’t rocket surgery”•   Typical user questions:•   How do this ...
AARHUS         UNIVERSITYUSABILITY DEFINITIONS I"[Usability refers to] the extent to which a product can be used by specif...
AARHUS       UNIVERSITYUSABILITY DEFINITIONS IIA comparison of different usability definitions from Seffah et al. (2006). ...
AARHUS   UNIVERSITYUSER EXPERIENCE PROCES                         ASB AU                           MAPP
AARHUS       UNIVERSITYUSABILITY BUSINESS CASEA usability test costs from 25.000 up to 75.000 DKK and usually improvesconv...
AARHUS      UNIVERSITYUSABILITY METHODSThink aloud and prototype tests are among the more common methods                  ...
AARHUS       UNIVERSITYTHINK ALOUD PROTOCOL1.   Select website (or section of site) for testing2.   Define target group3. ...
AARHUS   UNIVERSITYCOMMUNICATING THE RESULTS                                   vs.                usability report        ...
AARHUS       UNIVERSITYA WEBSITE OPTIMIZATION CASE 1Purpose of the optimization:•   Increase average visit duration•   Inc...
AARHUS   UNIVERSITYA WEBSITE OPTIMIZATION CASE 2                   Methods used:                   •   Focus groups       ...
AARHUS   UNIVERSITYA WEBSITE OPTIMIZATION CASE 3                  The effect of the optimization :                  Increa...
AARHUS      UNIVERSITYWEB ANALYTICS TECHNOLOGYWA is all about tracking and data collection. The page tag technology isthe ...
AARHUS      UNIVERSITYWEB ANALYTICS PROCESSVisualisation of the web analytics process from Waisberg and Kaushik(2009).    ...
AARHUS      UNIVERSITYKPI’S AND WEB METRICSThe business objectives are translated into measurablesucces/performance indica...
AARHUS      UNIVERSITYWHAT TO MEASURE?Visualisation of the conversion funnel from Waisberg and Kaushik (2009).            ...
AARHUS      UNIVERSITYWHAT TO MEASURE?Bounce rates on top landing pages                                    ASB AU         ...
AARHUS      UNIVERSITYWHAT TO MEASURE?Bounce rates on top keywords                               ASB AU                   ...
AARHUS   UNIVERSITYWEB ANALYTICS LINGO                  Building Block Terms:                  Page, Page Views, Visits, U...
AARHUS      UNIVERSITYA/B TESTINGWebsite optimization using A/B split testing is very stong method forincreasing conversio...
AARHUS      UNIVERSITYTESTING FOR THE OPTIMAL PRICEInitial price and four treatments were tested in a simple A/B design.Ex...
AARHUS      UNIVERSITYTESTING FOR THE OPTIMAL PRICEResults of the test. marketingexperiments.com (2008).Remember that it’s...
AARHUS       UNIVERSITYWHAT ELSE TO OPTIMIZE?www.conversion-rate-experts.com/articles/101-google-website-optimizer-tips/  ...
AARHUS       UNIVERSITYQUESTIONS FOR EYE TRACKING•   Are users looking where you want them to look?•   What important call...
AARHUS        UNIVERSITYEYE TRACKING PROCESSWebsite optimization using eye tracking;1.   Define website goals2.   Prioriti...
AARHUS   UNIVERSITYOUTPUT - HEATMAP                berlingske.dk/Heatmap                                        ASB AU    ...
AARHUS   UNIVERSITYOUTPUT – GAZE PLOT                berlingske.dk/Gaze plot                                          ASB ...
AARHUS      UNIVERSITYREAL TIME INSPECTIONVideo of eye trackingyoutube.com/watch?v=m58MG_aua_Q&feature=channel_page       ...
AARHUS   UNIVERSITYAREA OF INTEREST (AOI)                berlingske.dk/Area of interest (AOI)                             ...
AARHUS   UNIVERSITYFIXATION COUNT ON AOI                        ASB AU                          MAPP
AARHUS   UNIVERSITYCATCHINESS TABLE                   ASB AU                     MAPP
AARHUS   UNIVERSITYVISUAL VALUE                ASB AU                  MAPP
AARHUS   UNIVERSITYDISTRIBUTION OF ATTENTION                            ASB AU                              MAPP
AARHUS       UNIVERSITYAN EYE TRACKING CASEThe purpose of the eye tracking anlysis:•   Optimize attention to ”call-to-acti...
AARHUSUNIVERSITY             ASB AU               MAPP
AARHUSUNIVERSITY             ASB AU               MAPP
AARHUSUNIVERSITY             ASB AU               MAPP
AARHUSUNIVERSITY             ASB AU               MAPP
AARHUSUNIVERSITY             ASB AU               MAPP
AARHUSUNIVERSITY             ASB AU               MAPP
AARHUSUNIVERSITY             ASB AU               MAPP
AARHUS      UNIVERSITYBEHAVIORAL TARGETINGBehavioral targeting is about getting the right message to the right personat th...
AARHUS   UNIVERSITYADSPEND WORLDWIDE                    ASB AU                      MAPP
AARHUS      UNIVERSITYBEHAVIORAL TARGETING IS GROWINGBehavioral tageting spend is 5,687 % of total spend on internet adver...
AARHUS   UNIVERSITYTHE TECHNOLOGY BEHIND                        ASB AU                          MAPP
AARHUS   UNIVERSITYTARGETING IN ACTION                Targeted ad   Targeted promotion?                                   ...
AARHUS      UNIVERSITYCONTACTJacob L Orquin, Ph.D.Department of Business AdministrationAarhus UniversityE-mail: jalo@asb.d...
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Website Optimization: Tuning for Conversions

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learn to optimize your website for optimal conversion rates using eye tracking, usability, web analytics, and behavioral targeting.

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Website Optimization: Tuning for Conversions

  1. 1. AARHUS UNIVERSITYWEBSITE OPTIMIZATION:TUNING FOR CONVERSIONSJacob L. Orquin, Ph.D.Department of Business AdministrationAarhus University ASB AU MAPP
  2. 2. AARHUS UNIVERSITYWHY OPTIMIZE WEBSITES?Increase turnover Reduce costsConversion rate Support costsTurnover OR Advertising costsSales leads CPAPage viewsAvg. sales value ASB AU MAPP
  3. 3. AARHUS UNIVERSITYREDUCE ATTRITION ASB AU MAPP
  4. 4. AARHUS UNIVERSITYOPTIMIZATION METHODS• Usability testing• Web analytics• A/B- and multivariate testing• Eye tracking• Behavioral targeting ASB AU MAPP
  5. 5. AARHUS UNIVERSITYTHE WEB EXPERIENCE ASB AU MAPP
  6. 6. AARHUS UNIVERSITYBUILDING BLOCKS FOR THE WEB EXPERIENCE ASB AU MAPP
  7. 7. AARHUS UNIVERSITYUSABILITY ASB AU MAPP
  8. 8. AARHUS UNIVERSITYCOMMERCIAL USABILITY Focus on: Conversion Pageviews and engagement Satisfaction Loyalty ASB AU MAPP
  9. 9. AARHUS UNIVERSITYDON’T MAKE ME THINK• ”Usability isn’t rocket surgery”• Typical user questions:• How do this function work?• Where is the ______?• Why did they call it that?• Where am I?• What happens when I click here? ASB AU MAPP
  10. 10. AARHUS UNIVERSITYUSABILITY DEFINITIONS I"[Usability refers to] the extent to which a product can be used by specified users to achievespecified goals with effectiveness, efficiency and satisfaction in a specified context of user.“ISO 9241-11"Human-centered design is characterized by: the active involvement of users and a clearunderstanding of user and task requirements; an appropriate allocation of function betweenusers and technology; the iteration of design solutions; multi-disciplinary design.”ISO 13407Ease of learningEfficiency of useMemorabilityError frequency and severitySubjective satisfaction ASB AU MAPP
  11. 11. AARHUS UNIVERSITYUSABILITY DEFINITIONS IIA comparison of different usability definitions from Seffah et al. (2006). ASB AU MAPP
  12. 12. AARHUS UNIVERSITYUSER EXPERIENCE PROCES ASB AU MAPP
  13. 13. AARHUS UNIVERSITYUSABILITY BUSINESS CASEA usability test costs from 25.000 up to 75.000 DKK and usually improvesconversion rates around 20 – 50 % (sometimes as high as 200 – 500 %).An e-shop has the following data:Annual turnover: ~ 2,5 million DKKUnique visitors: ~ 225.000Annual sales: ~ 4.500Is it worth investing in a usability test if it costs 50.000 DKK and improvesconversion rate with 10 %? ASB AU MAPP
  14. 14. AARHUS UNIVERSITYUSABILITY METHODSThink aloud and prototype tests are among the more common methods ASB AU MAPP
  15. 15. AARHUS UNIVERSITYTHINK ALOUD PROTOCOL1. Select website (or section of site) for testing2. Define target group3. Define tasks4. Define areas of attention5. Recruit respondents6. Run test sessions7. Analyze data and identify problems8. Present and solve problems with stakeholders ASB AU MAPP
  16. 16. AARHUS UNIVERSITYCOMMUNICATING THE RESULTS vs. usability report workshop ASB AU MAPP
  17. 17. AARHUS UNIVERSITYA WEBSITE OPTIMIZATION CASE 1Purpose of the optimization:• Increase average visit duration• Increase conversion rate• Increase user activity ASB AU MAPP
  18. 18. AARHUS UNIVERSITYA WEBSITE OPTIMIZATION CASE 2 Methods used: • Focus groups • Think-aloud usability tests To the left is the entry page before (upper) and after the optimization. ASB AU MAPP
  19. 19. AARHUS UNIVERSITYA WEBSITE OPTIMIZATION CASE 3 The effect of the optimization : Increase in average visit duration: 21% Increase in conversion rate: 72 % Increase in user activity: 16 % To the left: some of the optimizations that lead to an increase in user activity ASB AU MAPP
  20. 20. AARHUS UNIVERSITYWEB ANALYTICS TECHNOLOGYWA is all about tracking and data collection. The page tag technology isthe most common. ASB AU MAPP
  21. 21. AARHUS UNIVERSITYWEB ANALYTICS PROCESSVisualisation of the web analytics process from Waisberg and Kaushik(2009). ASB AU MAPP
  22. 22. AARHUS UNIVERSITYKPI’S AND WEB METRICSThe business objectives are translated into measurablesucces/performance indicators ASB AU MAPP
  23. 23. AARHUS UNIVERSITYWHAT TO MEASURE?Visualisation of the conversion funnel from Waisberg and Kaushik (2009). ASB AU MAPP
  24. 24. AARHUS UNIVERSITYWHAT TO MEASURE?Bounce rates on top landing pages ASB AU MAPP
  25. 25. AARHUS UNIVERSITYWHAT TO MEASURE?Bounce rates on top keywords ASB AU MAPP
  26. 26. AARHUS UNIVERSITYWEB ANALYTICS LINGO Building Block Terms: Page, Page Views, Visits, Unique Visitors, New Visitor, Repeat Visitor, Repeat Visitor & Returning Visitor Visit Characterization: Entry Page, Landing Page, Exit Page, Visit Duration, Referrer, Internal Referrer, External Referrer, Search Referrer, Visit Referrer, Original Referrer, Click-through, Click-through Rate/Ratio, Page Views per Visit Content Characterization: Page Exit Ratio, Single-Page Visits, Single Page View Visits (Bounces), Bounce Rate Conversion Metrics: Event, Conversion ASB AU MAPP
  27. 27. AARHUS UNIVERSITYA/B TESTINGWebsite optimization using A/B split testing is very stong method forincreasing conversions. A very basic experimental design. Borrowed fromKohavi et al (2007): ASB AU MAPP
  28. 28. AARHUS UNIVERSITYTESTING FOR THE OPTIMAL PRICEInitial price and four treatments were tested in a simple A/B design.Experiment reported at marketingexperiments.com (2008). ASB AU MAPP
  29. 29. AARHUS UNIVERSITYTESTING FOR THE OPTIMAL PRICEResults of the test. marketingexperiments.com (2008).Remember that it’s not only a matter of price vs. orders there is alsothe LTV to take into accout. ASB AU MAPP
  30. 30. AARHUS UNIVERSITYWHAT ELSE TO OPTIMIZE?www.conversion-rate-experts.com/articles/101-google-website-optimizer-tips/ ASB AU MAPP
  31. 31. AARHUS UNIVERSITYQUESTIONS FOR EYE TRACKING• Are users looking where you want them to look?• What important call-to-action does not receive attention?• What is looked at but not clicked at?• How well do symbols describe what the user is looking for?• Where should important content be placed?• What distracts web site visitors?• How does the decision making process look like during problem solving? ASB AU MAPP
  32. 32. AARHUS UNIVERSITYEYE TRACKING PROCESSWebsite optimization using eye tracking;1. Define website goals2. Prioritize design elements and desired actions3. Measure visual attention4. Measure click rate5. Identify poor performing elements of the website ASB AU MAPP
  33. 33. AARHUS UNIVERSITYOUTPUT - HEATMAP berlingske.dk/Heatmap ASB AU MAPP
  34. 34. AARHUS UNIVERSITYOUTPUT – GAZE PLOT berlingske.dk/Gaze plot ASB AU MAPP
  35. 35. AARHUS UNIVERSITYREAL TIME INSPECTIONVideo of eye trackingyoutube.com/watch?v=m58MG_aua_Q&feature=channel_page ASB AU MAPP
  36. 36. AARHUS UNIVERSITYAREA OF INTEREST (AOI) berlingske.dk/Area of interest (AOI) ASB AU MAPP
  37. 37. AARHUS UNIVERSITYFIXATION COUNT ON AOI ASB AU MAPP
  38. 38. AARHUS UNIVERSITYCATCHINESS TABLE ASB AU MAPP
  39. 39. AARHUS UNIVERSITYVISUAL VALUE ASB AU MAPP
  40. 40. AARHUS UNIVERSITYDISTRIBUTION OF ATTENTION ASB AU MAPP
  41. 41. AARHUS UNIVERSITYAN EYE TRACKING CASEThe purpose of the eye tracking anlysis:• Optimize attention to ”call-to-actions”• Optimize attention to bannersThe case is in Danish … sorry about that! ASB AU MAPP
  42. 42. AARHUSUNIVERSITY ASB AU MAPP
  43. 43. AARHUSUNIVERSITY ASB AU MAPP
  44. 44. AARHUSUNIVERSITY ASB AU MAPP
  45. 45. AARHUSUNIVERSITY ASB AU MAPP
  46. 46. AARHUSUNIVERSITY ASB AU MAPP
  47. 47. AARHUSUNIVERSITY ASB AU MAPP
  48. 48. AARHUSUNIVERSITY ASB AU MAPP
  49. 49. AARHUS UNIVERSITYBEHAVIORAL TARGETINGBehavioral targeting is about getting the right message to the right personat the right time. ASB AU MAPP
  50. 50. AARHUS UNIVERSITYADSPEND WORLDWIDE ASB AU MAPP
  51. 51. AARHUS UNIVERSITYBEHAVIORAL TARGETING IS GROWINGBehavioral tageting spend is 5,687 % of total spend on internet advertisingin 2008 and growing … Rasmus Himmelstrup Jørgensen (2007) ASB AU MAPP
  52. 52. AARHUS UNIVERSITYTHE TECHNOLOGY BEHIND ASB AU MAPP
  53. 53. AARHUS UNIVERSITYTARGETING IN ACTION Targeted ad Targeted promotion? ASB AU MAPP
  54. 54. AARHUS UNIVERSITYCONTACTJacob L Orquin, Ph.D.Department of Business AdministrationAarhus UniversityE-mail: jalo@asb.dkCheck out my company:www.userpilot.dk ASB AU MAPP
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