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Website Optimization: Tuning for Conversions
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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.

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

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  • 1. AARHUS UNIVERSITYWEBSITE OPTIMIZATION:TUNING FOR CONVERSIONSJacob L. Orquin, Ph.D.Department of Business AdministrationAarhus University ASB AU MAPP
  • 2. AARHUS UNIVERSITYWHY OPTIMIZE WEBSITES?Increase turnover Reduce costsConversion rate Support costsTurnover OR Advertising costsSales leads CPAPage viewsAvg. sales value ASB AU MAPP
  • 3. AARHUS UNIVERSITYREDUCE ATTRITION ASB AU MAPP
  • 4. AARHUS UNIVERSITYOPTIMIZATION METHODS• Usability testing• Web analytics• A/B- and multivariate testing• Eye tracking• Behavioral targeting ASB AU MAPP
  • 5. AARHUS UNIVERSITYTHE WEB EXPERIENCE ASB AU MAPP
  • 6. AARHUS UNIVERSITYBUILDING BLOCKS FOR THE WEB EXPERIENCE ASB AU MAPP
  • 7. AARHUS UNIVERSITYUSABILITY ASB AU MAPP
  • 8. AARHUS UNIVERSITYCOMMERCIAL USABILITY Focus on: Conversion Pageviews and engagement Satisfaction Loyalty ASB AU MAPP
  • 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. 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. AARHUS UNIVERSITYUSABILITY DEFINITIONS IIA comparison of different usability definitions from Seffah et al. (2006). ASB AU MAPP
  • 12. AARHUS UNIVERSITYUSER EXPERIENCE PROCES ASB AU MAPP
  • 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. AARHUS UNIVERSITYUSABILITY METHODSThink aloud and prototype tests are among the more common methods ASB AU MAPP
  • 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. AARHUS UNIVERSITYCOMMUNICATING THE RESULTS vs. usability report workshop ASB AU MAPP
  • 17. AARHUS UNIVERSITYA WEBSITE OPTIMIZATION CASE 1Purpose of the optimization:• Increase average visit duration• Increase conversion rate• Increase user activity ASB AU MAPP
  • 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. 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. AARHUS UNIVERSITYWEB ANALYTICS TECHNOLOGYWA is all about tracking and data collection. The page tag technology isthe most common. ASB AU MAPP
  • 21. AARHUS UNIVERSITYWEB ANALYTICS PROCESSVisualisation of the web analytics process from Waisberg and Kaushik(2009). ASB AU MAPP
  • 22. AARHUS UNIVERSITYKPI’S AND WEB METRICSThe business objectives are translated into measurablesucces/performance indicators ASB AU MAPP
  • 23. AARHUS UNIVERSITYWHAT TO MEASURE?Visualisation of the conversion funnel from Waisberg and Kaushik (2009). ASB AU MAPP
  • 24. AARHUS UNIVERSITYWHAT TO MEASURE?Bounce rates on top landing pages ASB AU MAPP
  • 25. AARHUS UNIVERSITYWHAT TO MEASURE?Bounce rates on top keywords ASB AU MAPP
  • 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. 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. 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. 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. AARHUS UNIVERSITYWHAT ELSE TO OPTIMIZE?www.conversion-rate-experts.com/articles/101-google-website-optimizer-tips/ ASB AU MAPP
  • 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. 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. AARHUS UNIVERSITYOUTPUT - HEATMAP berlingske.dk/Heatmap ASB AU MAPP
  • 34. AARHUS UNIVERSITYOUTPUT – GAZE PLOT berlingske.dk/Gaze plot ASB AU MAPP
  • 35. AARHUS UNIVERSITYREAL TIME INSPECTIONVideo of eye trackingyoutube.com/watch?v=m58MG_aua_Q&feature=channel_page ASB AU MAPP
  • 36. AARHUS UNIVERSITYAREA OF INTEREST (AOI) berlingske.dk/Area of interest (AOI) ASB AU MAPP
  • 37. AARHUS UNIVERSITYFIXATION COUNT ON AOI ASB AU MAPP
  • 38. AARHUS UNIVERSITYCATCHINESS TABLE ASB AU MAPP
  • 39. AARHUS UNIVERSITYVISUAL VALUE ASB AU MAPP
  • 40. AARHUS UNIVERSITYDISTRIBUTION OF ATTENTION ASB AU MAPP
  • 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. AARHUSUNIVERSITY ASB AU MAPP
  • 43. AARHUSUNIVERSITY ASB AU MAPP
  • 44. AARHUSUNIVERSITY ASB AU MAPP
  • 45. AARHUSUNIVERSITY ASB AU MAPP
  • 46. AARHUSUNIVERSITY ASB AU MAPP
  • 47. AARHUSUNIVERSITY ASB AU MAPP
  • 48. AARHUSUNIVERSITY ASB AU MAPP
  • 49. AARHUS UNIVERSITYBEHAVIORAL TARGETINGBehavioral targeting is about getting the right message to the right personat the right time. ASB AU MAPP
  • 50. AARHUS UNIVERSITYADSPEND WORLDWIDE ASB AU MAPP
  • 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. AARHUS UNIVERSITYTHE TECHNOLOGY BEHIND ASB AU MAPP
  • 53. AARHUS UNIVERSITYTARGETING IN ACTION Targeted ad Targeted promotion? ASB AU MAPP
  • 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