1. What, why & how?A process for online optimisation
2. optimize |ˈäptəәˌmīz|verb [ with obj. ]make the best or mosteffective use of (a situation,opportunity, or resource): tooptimize conversions, thewebsite should be correctlyadjusted.
3. What makes a good website?
4. Q: What are the elements of a good website?
5. 1. Analytics
6. Feb 7-13 Mar 7-13 Source: Google Insights for search
11. “ We prefer the discipline of knowledge to the anarchy of ignorance. We pursue knowledge the way a pig pursues trufﬂes David Ogilvy
12. Never in the field ofmarketing endeavor hascause and effect beenmore measurable oractionable
13. The real world looks a lot like this
14. The problem with data?
15. A better deﬁnition?3 Understanding the impact of your efforts by analysing outcomes Understanding your customers’ behaviour better Continuous improvement through testing
16. Analytics: Maturity model Where do you ﬁt? 1. Collecting data & some ad hoc reporting 2. Reporting data regularly 3. Deriving some insights & acting 4. Continuous improvement
17. Every metric should be3 Simple : I get it Relevant: that matters Useful & actionable: let’s ﬁx it
18. 2. Customer insights
19. Behind bounce, conversions and abandonmentsrates are real people trying to give you money.Our job is to ﬁgure out why.For that, we needempathy
20. Mixed methods• Mapping the user experience• Expert evaluation & peer analysis• User testing• Ethnographic research• Surveys
21. Feeling the user’s pain
22. The best online survey ever? KissInsights.com
23. What’s important?
24. The idea came from their photographer who hadpreviously worked in the footwear department atone of their stores. He just instinctively knew to tipover the boots because, in the stores, he watchedthe customers pick up the boots to look at thetread. Had he not worked there, the team neverwouldve thought to tip the boots over.
25. 3. Design
27. Workshop rulessketch review decide • No spectators, only participants. • Not a meeting – an activity to produce designs. • No abstract conversations, make ideas tangible by sketching them.
28. Create decisions before we make one Lots A few good ones
29. Getting the design rightand the right design
30. How the user experience designer made it...
31. What the sales agent wanted...
32. How the programmer changed it...
33. What marketing asked for...
34. Don’t forget to run it by legal...
35. ..but there are rules
36. 9 rules of form design1. Ask for as little information as you can2. If it helps the user to answer a question, explain to them why you’re asking it3. Maintain a straight path to completion4. Align the text according to the rules5. Label the ﬁelds in terms your users understand6. Offer intelligent defaults and examples where necessary7. Distinguish between primary and secondary actions8. Offer the user recovery methods when things go wrong9. When a form is complete, explain what happens next
37. 4. Testing
38. • What’s wrong• Why it’s wrong• Test alternatives
39. What to testAd copySite contentEmailRadical design change (ab)Page elements (mvt)
40. "The headline isthe most importantelement. It is thetelegram whichdecides the readerwhether to read thecopy"
41. What works or what works best?“Two for the price of one” OR “Buy one get one free”
42. Buy now Add to cartBuy now Add to cartBuy now Add to cartBuy now Add to cart
43. Where to test ﬁrst Top entry pageswith high bounce rates. Pages with good trafﬁc and clear purpose & conversions Buy now
44. This layout?
45. Or this layout?
47. 31% conversion rate12.5% conversion rate
48. +22% in sales
49. What to testExpectation - does thepage people land on matchthe promise made?
50. What to testClarity of page purposevisual hierarchy, clarity andpurpose of content
51. What to testUrgency: are we inﬂuencingthis? Buy now only 3 left Buy now 10% off today
52. What to test: trust
53. What to test Distractions
54. But what’s the impact?
55. Last Monday at 5:13 PM weremoved CAPTCHA from Sampa.The result: 9.2% improvement onour conversion rate!Marcelo Calbuccihttp://marcelo.sampa.com/
56. Remember this one?
57. 8.5% conversion rate
58. 29.3% conversion rate
59. What are youoptimising for?
60. Optimising for mobile
61. Why mobile?• In the evenings, more searches are done on mobile versus a desktop i.e. the mobile is now used instead of the laptop.• Smartphone penetration around 32%, expected to double year-on-year• Mobile-optimised can increase the chances of an impulsive purchase
62. Another case study30%+ of the email offers are read onsmartphones (up from 10% last year).Average order value (AOV) from mobiles arearound 1.5 times that of desktop, yet site is notoptimized for mobile.
63. Approach• Focus on the right data & outcomes (KPIs)• Look for insights• Take action (design) & test• Measure & repeat