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11 Do's and Dont's of Site Optimisation
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11 Do's and Dont's of Site Optimisation

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  • If you are embarking on your first step into targeting, there are traditionally 4 key targeting areas of segmentation to look atEnvironment – Geo location (flybe example)Source – Referring URL, search termBehaviour – analytics is rich in data, many times I’ve heard companies say “I have all this data but I don’t know how to use it” – well, we are seeing a steady trend in more and more originations using behavioural data – such as new or returning vistorsExternal – there is potential to bring in demographic data such as age, gender, and profile based attributesWhen we piece these together it becomes clear there is a tremendous optimisation opportunity
  • Product page – tested the filtering tools version “a” reduced the number of options
  • Application for a current account on a finance companyWe built all these pages by manipulating the control page so the customer didn’t have to host the page.
  • Tested international fashion retailer for human behaviour across different countries. Each site has a threshold for free delivery Version A says you get free delivery only when they have 150 eurosVersion B says you qualify if you have 150 euros to all visitorsVersion C says you still need more money to qualify for free delivery. Once you have 150 euros its says you get free delivery…
  • Differences in Human behaviour in different countries for a fashion retailer.
  • Version a has the lowest cost highlighted in yellow.Which won increased booking revenue and which one made more revenue????
  • Don’t feel bad…This is why we test….
  • First ‘DO’ for today is
  • In truth, successful optimization programs are built around people – it sounds like a no-brainer, but it’s a common obstacle to many companies’ success as Forrester points out here. I would like to highlight a particular point here – resource commitment tends to drive the success of your program far more than tool selection.In addition, you will want a central owner of your program – whether you’re running your own in-house program or using a fully managed service.
  • Example: Buttons. Buttons. And more Buttons.Why not? It’s a simple type of test kick things off if you’re new to optimisation.And even if you’re not, with most websites there are almost always ways to improve the call to action.There are a million and 1 variations one can come up with for buttons, so there are even more possible combinations you can test.Breaking things down a bit:Copy...your page might be using a hard call to action e.g. ‘Buy Now’ whereas a softer ‘Continue’ might be more effective (or vice versa); or you may need to be more specific with your call to action to drive your visitors forward – where did your visitor just come from? Where is he or she being driven to next?Colour...test different colours of your key call to action to make it stand out on the page can often make a difference.Style...different icons or changes to the size of your call to action can have a significant impact.Position...is your button in the best location on the page? For example, should it be closer to the end of the form your customer is filling out? Or perhaps, it should be duplicated and in two different places on the page?These are just a few examples...and here’s a little tip from our own experience: copy tends to have the most profound impact on visitor response rates...and chevron symbols are a pretty good option too!
  • The online space is so competitive today that visitors need to be convinced or persuaded to choose your product over someone else’s or choose your product then and there, as opposed to later. This comes back to Tip 3 – knowing your visitor or customer. Why have they chosen you, or how will you convince them to choose you? Why are they buying your product? In other words: how you can you express your unique selling points?
  • The online space is so competitive today that visitors need to be convinced or persuaded to choose your product over someone else’s or choose your product then and there, as opposed to later. This comes back to Tip 3 – knowing your visitor or customer. Why have they chosen you, or how will you convince them to choose you? Why are they buying your product? In other words: how you can you express your unique selling points?
  • So understanding where your customers are coming from is pretty straightforward – but this simple concept can be really powerful when it comes to optimization.WHO are your customers is another question
  • So understanding where your customers are coming from is pretty straightforward – but this simple concept can be really powerful when it comes to optimization.WHO are your customers is another question
  • GEOGRAPHY - Simple as English vs. Dutch vs. German sites through geo-targeting or URL/domain recognition.TRAFFIC SOURCE – where are your visitors coming from? Google or facebook? Paid search or natural search or DTS?What keywords are they coming through on? Branded or non-branded? We might assume that if it’s a branded keyword they are familiar with the brand. If it’s non-branded, they are a lower quality acquisition prospect and therefore should be treated differently.BEHAVIOUR – retargeting, browsing behaviour, existing vs. new, etc.DEMOGRAPHICS – age groups, gender etc..
  • Don’t put all your eggs in one basket!Don’t over-saturate your plan with the too much similar content. If you are testing variations on a headline, make sure you are testing different themes for the headline and not pushing the same basic message. By testing varying themes, you increase your chances for success.Don’t test too much of the same thing. You wouldn’t test just a button copy that was all the same, eg, soft sell, continue, proceed, go, you would be better testing some harder sells like buy now, ….
  • You should have at least three months testing planned ahead.
  • Start working on your pipeline earlyMix and match between simple and complexFlexibility is important in this industry: Revisit priorities once a quarter
  • Radical gets results – most of the time
  • Make it fun. Testing can be both interesting and fun when you put your intuition on the line.And by doing so, you’ll cultivate optimisation within your company and make it part of your day to day process.Get your colleagues involved.
  • In summary, you will almost always meet some sort of challenge along the way with your optimisation program, but with the right people, a thoughtful approach, and a few tips along the way, you make your jump a successful one.Questions?

11 Do's and Dont's of Site Optimisation 11 Do's and Dont's of Site Optimisation Presentation Transcript

  • © 2011 Webtrends, All Rights Reserved. | 1Mark AllisonRegional Director – Webtrends Australasia
  • © 2011 Webtrends, All Rights Reserved.CRO, MVT, A/B – What is it?Testing, Targeting, Segmentation, Personalisation
  • webmobilesocial© 2011 Webtrends, All Rights Reserved. | 3Automatically generate multipledigital experience variationsSegment & Target Observe AudienceReaction in Real TimeWhat does Optimize do?Multivariate allows website visitors to vote with their clicksfor which content they prefer and finish a defined goal.
  • webmobilesocial© 2011 Webtrends, All Rights Reserved. | 4Types of Optimization
  • webmobilesocial© 2011 Webtrends, All Rights Reserved. | 5A/B/n ExampleOriginal – A Challenger – BOriginal web page New web pageVS.
  • webmobilesocial© 2011 Webtrends, All Rights Reserved. | 6Multivariate Testing Example123 45687
  • webmobilesocial© 2011 Webtrends, All Rights Reserved. | 7MVT Insight into InfluenceHigh InfluenceMedium InfluenceLow InfluenceHero ShotTRUSTeCall To ActionButtonHeadlineHeaderProductDescriptionSpyware FREEGoogle ProductInformation100% Lift
  • webmobilesocial© 2011 Webtrends, All Rights Reserved. | 8Segment Attributes to ConsiderIn sessionCurrent & HistoricalGeo IP locationDMA CodeTime of Day/WeekBrowser | DeviceEnvironmentURL Tracking ParameterOrganic Search TermPaid Search TermReferrerSourceCookieProfile-based AttributesDemographicCRM DataExternal VariablesProducts ViewedContent ViewedAuthenticatedBrowsing PathBehaviorAnonymousInitial visitsAcknowledgingReturning Visitors
  • © 2011 Webtrends, All Rights Reserved. | 9Difference of opinionWe should justimplement thegreen button.These idiots don’t havea clue. They shouldlisten to me. Bluebutton, end of story.Can’t we all justget along?When’s lunch?
  • © 2011 Webtrends, All Rights Reserved. | 10Increase Sales ConversionTEST #1 Context: Mobile / Product Page+6%Lift
  • © 2011 Webtrends, All Rights Reserved. | 11TEST #2 Context: Finance / Application PageIncrease Application Conversion+60%Lift
  • © 2011 Webtrends, All Rights Reserved. | 12Increase Sales ConversionTEST #3 Context: Fashion Retail / Basket Page
  • © 2011 Webtrends, All Rights Reserved. | 13TEST #3Increase Sales ConversionContext: Fashion Retail / Basket Page
  • © 2011 Webtrends, All Rights Reserved. | 14TEST #3Increase Sales ConversionContext: Fashion Retail / Basket Page
  • © 2011 Webtrends, All Rights Reserved. | 15TEST #3Increase Sales Conversion+17%LiftContext: Fashion Retail / Basket Page
  • © 2011 Webtrends, All Rights Reserved. | 16TEST #4Increase Sales Conversion+7%LiftContext: Fashion Retail / Basket Page
  • © 2011 Webtrends, All Rights Reserved. | 17TEST #4Increase Sales Conversion+5%LiftContext: Fashion Retail / Basket Page
  • © 2011 Webtrends, All Rights Reserved. | 18TEST #5Increase Booking RevenueContext: Travel / Select Flights PageCR ABVRevenue
  • webmobilesocial© 2011 Webtrends, All Rights Reserved. | 19Event Test Score Results*based on 3 tests to date, ~140 tests
  • © 2011 Webtrends, All Rights Reserved. | 2011 DO’S AND DON’TS OF OPTIMISATION
  • © 2011 Webtrends, All Rights Reserved. | 21DO……TEST1
  • © 2011 Webtrends, All Rights Reserved. | 22DON’T…2…GO THIN ON RESOURCES
  • © 2011 Webtrends, All Rights Reserved. | 23DO…3
  • webmobilesocial© 2011 Webtrends, All Rights Reserved. | 24
  • webmobilesocial© 2011 Webtrends, All Rights Reserved. | 25DON’T…4
  • webmobilesocial© 2011 Webtrends, All Rights Reserved. | 26DON’T…FORGET TO SELL YOURSELF4
  • webmobilesocial© 2011 Webtrends, All Rights Reserved. | 27DO…5
  • © 2011 Webtrends, All Rights Reserved. | 28DO…MAKE USE OF YOUR OTHER TECHNOLOGIES5
  • webmobilesocial© 2011 Webtrends, All Rights Reserved. | 29DO…6
  • webmobilesocial© 2011 Webtrends, All Rights Reserved. | 306Men’s shoeWomen’s tube topDO…CONSIDER YOUR AUDIENCE
  • webmobilesocial© 2011 Webtrends, All Rights Reserved. | 316 DO…CONSIDER YOUR AUDIENCE
  • webmobilesocial© 2011 Webtrends, All Rights Reserved. | 32DON’T…7
  • © 2011 Webtrends, All Rights Reserved. | 33DO…8
  • © 2011 Webtrends, All Rights Reserved. | 34DO…PLAN AHEAD8 Start working on your pipeline early Mix and match between simple and complex Flexibility is important in this industry:Revisit priorities once a quarter!
  • © 2011 Webtrends, All Rights Reserved. | 35DO…9Reference: http://genetic.ulriccollette.com/
  • © 2011 Webtrends, All Rights Reserved. | 36DO…THINK ‘RADICAL’ IN YOUR TESTING9Reference: http://genetic.ulriccollette.com/
  • © 2011 Webtrends, All Rights Reserved. | 37DON’T…10
  • © 2011 Webtrends, All Rights Reserved. | 38DON’T…IGNORE FUTURE TRENDS10
  • webmobilesocial© 2011 Webtrends, All Rights Reserved. | 39DO…11
  • © 2011 Webtrends, All Rights Reserved. | 40Summary: DO’S AND DON’TS OF OPTIMISATION
  • © 2011 Webtrends, All Rights Reserved.Webtrends Streams – What is it?Streamed data as its happening onsite for in sessiontargeting…
  • © 2011 Webtrends, All Rights Reserved. | 42Firstly – what is Targeting?Returning visitor who haspreviously browsed men‟sshirts without purchasingDefault page to „MEN‟Target relevant bannernext time the come backto the websiteMEN’S SHIRTSSee our great rangeof men’s shirts
  • © 2011 Webtrends, All Rights Reserved. | 43In-session targetingVisitor is engaged withshirts & has shown apropensity to buyVisitor X• Added shirts to cart• Becomes distractedBring them back with adsand/or targeted content inthe same visit session10% off all shirts if youpurchase today!
  • webmobilesocial© 2011 Webtrends, All Rights Reserved. | 44Webtrends Streams
  • webmobilesocial© 2011 Webtrends, All Rights Reserved. | 45WORKSHOP – Website Review“Webtrends Streams has helped usbring our data to life in a way notpreviously possible. Throughengaging visualizations our staff arenow able to appreciate the globalscale of our business in real timeand we‟re excited about thecustomer facing opportunities thisunlocks.”David N WilliamsHead of Customer Intelligence | ASOS
  • webmobilesocial© 2011 Webtrends, All Rights Reserved. | 46© 2009 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • webmobilesocial© 2011 Webtrends, All Rights Reserved. | 47© 2009 WEBTRENDS INC. ALL RIGHTS RESERVED.Mark Allison│mark.allisonl@webtrends.comRegional Director – Webtrends Australasia