What, why & how?A process for online optimisation
optimize |ˈäptəәˌmīz|verb [ with obj. ]make the best or mosteffective use of (a situation,opportunity, or resource): toopt...
What makes a good website?
Q: What are the elements of a       good website?
1. Analytics
Source: Google Insights for search
Feb 7-13           Mar 7-13                      Source: Google Insights for search
Feb 7-13           Mar 7-13                      Source: Google Insights for search
Feb 7-13           Mar 7-13                      Source: Google Insights for search
Decisions
Faith/guesswork
Committee
HiPPO
“    We prefer the discipline of knowledge to    the anarchy of ignorance. We pursue    knowledge the way a pig pursues tr...
Never in the field ofmarketing endeavor hascause and effect beenmore measurable oractionable
The real world looks a     lot like this
The problem with data?
A better definition?3    Understanding the impact of your    efforts by analysing outcomes    Understanding your customers’...
Analytics: Maturity model            Where do you fit? 1. Collecting data & some ad hoc reporting 2. Reporting data regular...
Every metric should be3     Simple : I get it     Relevant: that matters     Useful & actionable: let’s fix it
2. Customer insights
Behind bounce, conversions and abandonmentsrates are real people trying to give you money.Our job is to figure out why.For ...
Mixed methods• Mapping the user experience• Expert evaluation & peer analysis• User testing• Ethnographic research• Surveys
Feeling the user’s pain
Feeling the user’s pain
The best online survey ever?        KissInsights.com
What’s important?
The idea came from their photographer who hadpreviously worked in the footwear department atone of their stores. He just i...
3. Design
Sketching
Workshop rulessketch             review              decide  • No spectators, only participants.  • Not a meeting – an act...
Create decisions before we make one                                      Lots                                  A few      ...
Getting the design rightand the right design
How the user experience designer made it...
What the sales agent wanted...
How the programmer changed it...
How the programmer changed it...
What marketing asked for...
What marketing asked for...
Don’t forget to run it by legal...
Don’t forget to run it by legal...
..but there are rules
9 rules of form design1. Ask for as little information as you can2. If it helps the user to answer a question, explain to ...
4. Testing
• What’s wrong• Why it’s wrong• Test alternatives
What to testAd copySite contentEmailRadical design change (ab)Page elements (mvt)
"The headline isthe most importantelement. It is thetelegram whichdecides the readerwhether to read thecopy"
What works     or what works best?“Two for the price of one”             OR “Buy one get one free”
Buy now   Add to cartBuy now   Add to cartBuy now   Add to cartBuy now   Add to cart
Where to test first       Top entry pageswith high bounce rates. Pages with good traffic and clear   purpose & conversions  ...
This layout?
Or this layout?
Optimizely.com
31% conversion rate12.5% conversion rate
+22% in sales
What to testExpectation - does thepage people land on matchthe promise made?
What to testClarity of page purposevisual hierarchy, clarity andpurpose of content
What to testUrgency: are we influencingthis?  Buy now    only 3 left  Buy now    10% off today
What to test: trust
What to test Distractions
But what’s the impact?
Last Monday at 5:13 PM weremoved CAPTCHA from Sampa.The result: 9.2% improvement onour conversion rate!Marcelo Calbuccihtt...
Remember this one?
8.5% conversion rate
29.3% conversion rate
What are youoptimising for?
Optimising for mobile
Why mobile?• In the evenings, more searches are done on  mobile versus a desktop i.e. the mobile is  now used instead of t...
Another case study30%+ of the email offers are read onsmartphones (up from 10% last year).Average order value (AOV) from m...
Approach• Focus on the right data & outcomes (KPIs)• Look for insights• Take action (design) & test• Measure & repeat
Marketing Institute | Optimisation course
Marketing Institute | Optimisation course
Marketing Institute | Optimisation course
Marketing Institute | Optimisation course
Marketing Institute | Optimisation course
Marketing Institute | Optimisation course
Marketing Institute | Optimisation course
Marketing Institute | Optimisation course
Marketing Institute | Optimisation course
Marketing Institute | Optimisation course
Marketing Institute | Optimisation course
Marketing Institute | Optimisation course
Marketing Institute | Optimisation course
Marketing Institute | Optimisation course
Marketing Institute | Optimisation course
Marketing Institute | Optimisation course
Marketing Institute | Optimisation course
Marketing Institute | Optimisation course
Marketing Institute | Optimisation course
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Marketing Institute | Optimisation course

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A module on optimisation for The Marketing Institute's Diploma in Digital Marketing.

I'll be covering a structured approach to online optimisation.

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  • Maybe we should put up our prices? Ensure we’re listed, spend on some online marketing to meet the expected demand?\n
  • Maybe we should put up our prices? Ensure we’re listed, spend on some online marketing to meet the expected demand?\n
  • Maybe we should put up our prices? Ensure we’re listed, spend on some online marketing to meet the expected demand?\n
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  • Ogilvy had to go hunting for data, we’ve more and more than we’ll ever need.\n
  • So, the real world is more like this. Why is that?\n
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  • What does that mean for analytics? Focus, discipline\n
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  • What ever metrics you identify as being important, they’ve got to share the following characteristics. \nI believe you need to be a hardass- if you’re missing any of these, then forget about them\n
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  • This was a form of ethographic research, the insight coming not from study, but from memory.\n
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  • Creating decisions/choices before we have to make one and then making the right one.\n
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  • What the sales agent wanted\n
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  • High traffic, clear conversions - clear purpose for a page\n
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  • A/B testing without the bottlenecks\nA word of caution with A/B testing.\n
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  • (buy now on mobile versus wait until I get back to a computer, by which time a customer may have forgotten about the offer or thought of some reasons not to buy).\n
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  • Marketing Institute | Optimisation course

    1. 1. What, why & how?A process for online optimisation
    2. 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. 3. What makes a good website?
    4. 4. Q: What are the elements of a good website?
    5. 5. 1. Analytics
    6. 6. Source: Google Insights for search
    7. 7. Feb 7-13 Mar 7-13 Source: Google Insights for search
    8. 8. Feb 7-13 Mar 7-13 Source: Google Insights for search
    9. 9. Feb 7-13 Mar 7-13 Source: Google Insights for search
    10. 10. Decisions
    11. 11. Faith/guesswork
    12. 12. Committee
    13. 13. HiPPO
    14. 14. “ We prefer the discipline of knowledge to the anarchy of ignorance. We pursue knowledge the way a pig pursues truffles David Ogilvy
    15. 15. Never in the field ofmarketing endeavor hascause and effect beenmore measurable oractionable
    16. 16. The real world looks a lot like this
    17. 17. The problem with data?
    18. 18. A better definition?3 Understanding the impact of your efforts by analysing outcomes Understanding your customers’ behaviour better Continuous improvement through testing
    19. 19. 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
    20. 20. Every metric should be3 Simple : I get it Relevant: that matters Useful & actionable: let’s fix it
    21. 21. 2. Customer insights
    22. 22. Behind bounce, conversions and abandonmentsrates are real people trying to give you money.Our job is to figure out why.For that, we needempathy
    23. 23. Mixed methods• Mapping the user experience• Expert evaluation & peer analysis• User testing• Ethnographic research• Surveys
    24. 24. Feeling the user’s pain
    25. 25. Feeling the user’s pain
    26. 26. The best online survey ever? KissInsights.com
    27. 27. What’s important?
    28. 28. 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.
    29. 29. 3. Design
    30. 30. Sketching
    31. 31. 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.
    32. 32. Create decisions before we make one Lots A few good ones
    33. 33. Getting the design rightand the right design
    34. 34. How the user experience designer made it...
    35. 35. What the sales agent wanted...
    36. 36. How the programmer changed it...
    37. 37. How the programmer changed it...
    38. 38. What marketing asked for...
    39. 39. What marketing asked for...
    40. 40. Don’t forget to run it by legal...
    41. 41. Don’t forget to run it by legal...
    42. 42. ..but there are rules
    43. 43. 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
    44. 44. 4. Testing
    45. 45. • What’s wrong• Why it’s wrong• Test alternatives
    46. 46. What to testAd copySite contentEmailRadical design change (ab)Page elements (mvt)
    47. 47. "The headline isthe most importantelement. It is thetelegram whichdecides the readerwhether to read thecopy"
    48. 48. What works or what works best?“Two for the price of one” OR “Buy one get one free”
    49. 49. Buy now Add to cartBuy now Add to cartBuy now Add to cartBuy now Add to cart
    50. 50. Where to test first Top entry pageswith high bounce rates. Pages with good traffic and clear purpose & conversions Buy now
    51. 51. This layout?
    52. 52. Or this layout?
    53. 53. Optimizely.com
    54. 54. 31% conversion rate12.5% conversion rate
    55. 55. +22% in sales
    56. 56. What to testExpectation - does thepage people land on matchthe promise made?
    57. 57. What to testClarity of page purposevisual hierarchy, clarity andpurpose of content
    58. 58. What to testUrgency: are we influencingthis? Buy now only 3 left Buy now 10% off today
    59. 59. What to test: trust
    60. 60. What to test Distractions
    61. 61. But what’s the impact?
    62. 62. Last Monday at 5:13 PM weremoved CAPTCHA from Sampa.The result: 9.2% improvement onour conversion rate!Marcelo Calbuccihttp://marcelo.sampa.com/
    63. 63. Remember this one?
    64. 64. 8.5% conversion rate
    65. 65. 29.3% conversion rate
    66. 66. What are youoptimising for?
    67. 67. Optimising for mobile
    68. 68. 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
    69. 69. 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.
    70. 70. Approach• Focus on the right data & outcomes (KPIs)• Look for insights• Take action (design) & test• Measure & repeat

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