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#optimizelyschool
What is Summer School?
Optimizely Summer School
– Class 1
#Optimizelyschool
Hazjier Pourkhalkhali
Strategy Consultant, EMEA
u  Help clients develop
comprehensive CRO strategy
u  Advise on best pra...
A S P I R A T I O N S
F E A R SN E E D S
U N C E R T A I N T I E S
D E S I R E S B E H A V I O R S
E X P E C T A T I O N S
3
1 Create a Business
Overview
2 Know Your
Customer
Investigate
Improvements
4 Manage Your
Roadmap
Create a Business
Overview
Know Your
Customer
Investigate
Improvements
Manage Your
Roadmap
3
1
2
4
Increase revenues!Company
Metric
Improve RPV!
Business
Unit
Increase AOV!
Optimization
Goals
Raise CTR on
Suggested Items!...
User
acquisition:
1.5m
User
retention
33%
Number of
Steps
Average
Completion
Rate
Average
quantity:
2.00
Average per
unit ...
Revenue
Customer
Lifetime
Value
Customer
Lifetime
Feature
Usage
Net
Retention
Monthly
Revenue
Initial Deal
Size
Net
Expans...
User
acquisition:
1.5m
User
retention
33%
Number of
Steps
Average
Completion
Rate
Average
quantity:
2.00
Average per
unit ...
Goals
Strategies
Tactics
Completion Rate
Wording /
messaging
Location /
size
Design /
color /
iconography
Establish a
visu...
Create a Business
Overview
Know Your
Customer
Investigate
Improvements
Manage Your
Roadmap
3
1
2
4
Who are our customers?
§ Where are they from?
§ How did they find us?
§ What is their age and gender?
§ What devices d...
Audience:
Geo > Location
§  Understand where your users are
located and how their performance
differs
§  Learn:
-  Who y...
Indian users
have 3x the
time on site
and 50%
more
pageviews
than
American
and British
visitors
The US, UK,
and Germany
ha...
Acquisition:
Overview
§  Understand where customers are
coming from and which acquisition
channels to optimize for
§  Le...
Change the focus
from Conversion
Rate to revenues
Organic search
has the lowest
conversion
ratXe. Which
keywords are
drivi...
Acquisition:
Mobile > Overview
§  See the devices users use and how
adoption changes over time
§  Learn:
-  The split be...
User split by
devices appears
stable
Mobile has the
lowest conversion
rates
Conversions:
Time to Purchase
§  See how long users take to purchase
§  Learn:
-  Understand how many days users
take on...
Nearly two-thirds of all users
make a purchase on the same
day they land on the website
Over a sixth of users take over
a ...
Audience:
Cohort Analysis
§  Understand how user groups perform
over the days and weeks after they first
landed
§  Learn...
All Sessions
6,438,215 users
March 18 – March 24
286,307 users
March 25 – March 31
292,842 users
$212,681,432.12
$16,282,6...
Revenue:
£2.0m
Revenue Per
Visitor:
£1.00
Average
Order Value:
£50.00
Average
quantity:
2.00
Average per
unit price:
£25.0...
Conversions:
Funnel Visualization
§  Find the bottlenecks and improvement
areas in your conversion funnel
§  Learn:
-  W...
Why do this many users leave
the website altogether?
Are users changing cart
details from this page? If so,
how do we make...
Homepage
Category
Page
Product Page
Shopping
Basket
Shipping
Details
Payment
Page
Conversions
44% 42%
8%
52%
87%
81%
41%
3...
Conversions:
Goal Flow
§  Funnels are non-linear, users move
backwards and forwards. See when
users move back through you...
This shows that 20% of
users go back from payment
methods to delivery info.
Is this because payment
address and delivery
a...
Revenue:
£2.0m
Revenue Per
Visitor:
£1.00
Average
Order Value:
£50.00
Average
quantity:
2.00
Average per
unit price:
£25.0...
Conversions:
Shopping Behavior
Analysis
Behavior:
Top Landing and Exit Pages
§  See where your users land/leave.
§  Learn:
-  How your overall landing/exit page...
90% of
users
leave
these
pages
Behavior:
Behavior Flow
§  Understand your users most common
navigation paths
§  Learn:
-  How users move through your
w...
The most page has a
very high exit rate
Alumni directory has a high exit rate, but that could be
explainable. If you only ...
Behavior:
In-Page Analytics
§  See where users click on your pages, as
well as what their scroll-depth is
§  Learn:
-  W...
This orange line represents
the fold-line. It is above the
fold for 95% of page visitors
This product listing is
drastical...
Create a Business
Overview
Know Your
Customer
Investigate
Improvements
Manage Your
Roadmap
3
1
2
4
Behavior:
Site Search > Usage
§  See what percentage of users interact
with site search functionalities
§  Learn:
-  How...
Only a tenth of
users use site
search
But they are
responsible for a
third of all revenue
Learn how you perform per search...
Create a Business
Overview
Know Your
Customer
Investigate
Improvements
Manage Your
Roadmap
3
1
2
4
Completion Rate
Emphasize the
Primary Call to
Action
Wording /
messaging
Location /
size
Design /
color /
iconography
Mini...
Completion Rate
Emphasize the
Primary Call to
Action
Wording /
messaging
Location /
size
Design /
color /
iconography
Mini...
Emphasize the Primary Call to Action:
Location / Size
Emphasize the Primary Call to Action:
Wording / Messaging
Emphasize the Primary Call to Action:
Wording / Messaging
Minimize Distractions:
Remove Non-Critical Content +14.3%
Revenue
Per Visitor
Completion Rate
Emphasize the
Primary Call to
Action
Wording /
messaging
Location /
size
Design /
color /
iconography
Mini...
•  Survey sent out after the webinar
•  Takes 1 Minute to fill in
•  Helps us in designing better webinars
Give us your Fe...
Sign Up for the next Class!
Until Class 2!
Optimizely Summer School Class 1 - Analyze
Optimizely Summer School Class 1 - Analyze
Optimizely Summer School Class 1 - Analyze
Optimizely Summer School Class 1 - Analyze
Optimizely Summer School Class 1 - Analyze
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Optimizely Summer School Class 1 - Analyze

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This is class 1 of our Optimizely Summer School. In this class presented by our strategy consultant you will learn:

- How to use analytics to find weaknesses on your website
- How to align these areas for optimization with your company goals
- How to incorporate these goals into a detailed testing plan

This is relevant for:

Digital Marketing
Product Management
User Experience
Web Analytics
E-Commerce

Sign up here for all the remaining classes of this summer:

http://pages.optimizely.com/summer-school-2015.html

Sign up for Optimizely here: https://www.optimizely.com/

Published in: Marketing

Optimizely Summer School Class 1 - Analyze

  1. 1. #optimizelyschool
  2. 2. What is Summer School? Optimizely Summer School – Class 1 #Optimizelyschool
  3. 3. Hazjier Pourkhalkhali Strategy Consultant, EMEA u  Help clients develop comprehensive CRO strategy u  Advise on best practices in Optimization Management u  Problem solve complex optimization challenges
  4. 4. A S P I R A T I O N S F E A R SN E E D S U N C E R T A I N T I E S D E S I R E S B E H A V I O R S E X P E C T A T I O N S
  5. 5. 3 1 Create a Business Overview 2 Know Your Customer Investigate Improvements 4 Manage Your Roadmap
  6. 6. Create a Business Overview Know Your Customer Investigate Improvements Manage Your Roadmap 3 1 2 4
  7. 7. Increase revenues!Company Metric Improve RPV! Business Unit Increase AOV! Optimization Goals Raise CTR on Suggested Items! Experiment Goals
  8. 8. User acquisition: 1.5m User retention 33% Number of Steps Average Completion Rate Average quantity: 2.00 Average per unit price: £25.00 Average Order Value: £50.00 Conversion Rate: 2.00% Revenue Per Visitor: £1.00 Visitors: 2.0m Revenue: £2.0m Digital Commerce
  9. 9. Revenue Customer Lifetime Value Customer Lifetime Feature Usage Net Retention Monthly Revenue Initial Deal Size Net Expansion One-Time Upsells Customers Users User Acquisition User Retention Conversion Rate # of Steps Avg. Completion % / Step SaaS / Subscription-Based Companies
  10. 10. User acquisition: 1.5m User retention 33% Number of Steps Average Completion Rate Average quantity: 2.00 Average per unit price: £25.00 Average Order Value: £50.00 Conversion Rate: 2.00% Revenue Per Visitor: £1.00 Visitors: 2.0m Revenue: £2.0m Digital Commerce Average Completion Rate
  11. 11. Goals Strategies Tactics Completion Rate Wording / messaging Location / size Design / color / iconography Establish a visual hierarchy Remove non-critical content Limit number of choices Select/ target the right USP’s Refine the messaging Communicate visually Use a clear, consistent layout Structure, naming, and order of sections Use iconography Test ideal product visuals Use the right review systems Improve product descriptions / structure Emphasize the Primary Call to Action Minimize Distractions Communicate Unique Selling Points Design Intuitive Navigation Market Products Effectively Build a Sense of Urgency Show quantity left Push temporary offers Promote buying before set times
  12. 12. Create a Business Overview Know Your Customer Investigate Improvements Manage Your Roadmap 3 1 2 4
  13. 13. Who are our customers? § Where are they from? § How did they find us? § What is their age and gender? § What devices do they use? § When do they visit us? § What do they buy? § How long do they decide? § How often do they return?
  14. 14. Audience: Geo > Location §  Understand where your users are located and how their performance differs §  Learn: -  Who your customers are -  How performance differs per country / city -  Which regions you should focus on
  15. 15. Indian users have 3x the time on site and 50% more pageviews than American and British visitors The US, UK, and Germany have the highest bounce rates
  16. 16. Acquisition: Overview §  Understand where customers are coming from and which acquisition channels to optimize for §  Learn: -  The user split between acquisition channels -  How performance differs between channels
  17. 17. Change the focus from Conversion Rate to revenues Organic search has the lowest conversion ratXe. Which keywords are driving this?
  18. 18. Acquisition: Mobile > Overview §  See the devices users use and how adoption changes over time §  Learn: -  The split between device types, specific smartphone types or operating systems, screen sizes -  Learn which segments you are performing well for
  19. 19. User split by devices appears stable Mobile has the lowest conversion rates
  20. 20. Conversions: Time to Purchase §  See how long users take to purchase §  Learn: -  Understand how many days users take on average to purchase -  Divide your users into groups: users who buy same day, same week, within the month, a month or more later
  21. 21. Nearly two-thirds of all users make a purchase on the same day they land on the website Over a sixth of users take over a month to deliberate before purchasing
  22. 22. Audience: Cohort Analysis §  Understand how user groups perform over the days and weeks after they first landed §  Learn: -  What percentage of users you retain -  How their Revenue Per Visit changes -  What percentage of the total user revenue comes same day, same week, same month, or over a month later
  23. 23. All Sessions 6,438,215 users March 18 – March 24 286,307 users March 25 – March 31 292,842 users $212,681,432.12 $16,282,667.44 $17,394,828.78 $38,438,125.68 $4,189,867.90 $3,624,155.34 $18,833,361.90 $2,796,571.44 $2,411,138.04 $10,487,295.17 $2,630,049.20 $1,978,864.57 $7,854,301.99 $1,232,125.68 $1,164,550.31 $ $ Only 19% of users take more than 4 weeks to purchase, yet they represent 40% of all revenue
  24. 24. Revenue: £2.0m Revenue Per Visitor: £1.00 Average Order Value: £50.00 Average quantity: 2.00 Average per unit price: £25.00 Conversion Rate: 2.00% Number of Steps Average Completion Rate Visitors: 2.0m User acquisition: 1.5m User retention 33% Digital Commerce
  25. 25. Conversions: Funnel Visualization §  Find the bottlenecks and improvement areas in your conversion funnel §  Learn: -  Which steps drive users to leave your website -  Which steps have users leave for other pages -  Where users enter your funnel from
  26. 26. Why do this many users leave the website altogether? Are users changing cart details from this page? If so, how do we make that easier?
  27. 27. Homepage Category Page Product Page Shopping Basket Shipping Details Payment Page Conversions 44% 42% 8% 52% 87% 81% 41% 31% 44% 32% 11% 12% 15% 27% 48% 16% 7% Homepage to Category Category to Product Product to Basket Basket to Shipping Shipping to Payments Payments to Conversion 100% 44% 26% 7% 5% 4% 3% Continue down funnel Visit different page Exit website Where should you spend your efforts?
  28. 28. Conversions: Goal Flow §  Funnels are non-linear, users move backwards and forwards. See when users move back through your funnel and try to find out why. §  Learn: -  Which steps do users skip? -  Which steps do users redo? -  What are the top funnel paths?
  29. 29. This shows that 20% of users go back from payment methods to delivery info. Is this because payment address and delivery address are separate? If so, how can we let people make changes on this page.
  30. 30. Revenue: £2.0m Revenue Per Visitor: £1.00 Average Order Value: £50.00 Average quantity: 2.00 Average per unit price: £25.00 Conversion Rate: 2.00% Number of Steps Average Completion Rate Visitors: 2.0m User acquisition: 1.5m User retention 33% Digital Commerce
  31. 31. Conversions: Shopping Behavior Analysis
  32. 32. Behavior: Top Landing and Exit Pages §  See where your users land/leave. §  Learn: -  How your overall landing/exit pages perform over time -  How individual pages perform by time on site, exit rate, and more
  33. 33. 90% of users leave these pages
  34. 34. Behavior: Behavior Flow §  Understand your users most common navigation paths §  Learn: -  How users move through your website -  Where users land -  Which pages have high exit rates
  35. 35. The most page has a very high exit rate Alumni directory has a high exit rate, but that could be explainable. If you only visit this page to find a number / e-mail address, then you are not exiting out of frustration but satisfaction
  36. 36. Behavior: In-Page Analytics §  See where users click on your pages, as well as what their scroll-depth is §  Learn: -  Which elements get the best CTR (note: when multiple buttons share the same URL they share CTR’s here) -  What the scroll-depth of your users is -  What content underperforms for the amount of screen real estate it has
  37. 37. This orange line represents the fold-line. It is above the fold for 95% of page visitors This product listing is drastically underperforming. CTR for nearby products is 3.4% - 4.2%, this has 0.8%!
  38. 38. Create a Business Overview Know Your Customer Investigate Improvements Manage Your Roadmap 3 1 2 4
  39. 39. Behavior: Site Search > Usage §  See what percentage of users interact with site search functionalities §  Learn: -  How search changes user behavior -  The revenue impact the search bar has -  The importance of optimizing search bars and search results pages
  40. 40. Only a tenth of users use site search But they are responsible for a third of all revenue Learn how you perform per search term. Are you missing products? Are users looking for different keywords than the ones you use to describe products?
  41. 41. Create a Business Overview Know Your Customer Investigate Improvements Manage Your Roadmap 3 1 2 4
  42. 42. Completion Rate Emphasize the Primary Call to Action Wording / messaging Location / size Design / color / iconography Minimize Distractions Establish a visual hierarchy Remove non- critical content Limit number of choices Communicate Unique Selling Points Select/target the right USP’s Refine the messaging Communicate visually Design Intuitive Navigation Use a clear, consistent layout Structure, naming, and order of sections Use iconography Market Products Effectively Test ideal product visuals Use the right review systems Find ideal description text / length Build a Sense of Urgency Show quantity left Push temporary offers Promote buying before set times Goals Strategies Tactics
  43. 43. Completion Rate Emphasize the Primary Call to Action Wording / messaging Location / size Design / color / iconography Minimize Distractions Establish a visual hierarchy Remove non- critical content Limit number of choices Communicate Unique Selling Points Select/target the right USP’s Refine the messaging Communicate visually Design Intuitive Navigation Use a clear, consistent layout Structure, naming, and order of sections Use iconography Market Products Effectively Test ideal product visuals Use the right review systems Find ideal description text / length Build a Sense of Urgency Show quantity left Push temporary offers Promote buying before set times Goals Strategies Tactics
  44. 44. Emphasize the Primary Call to Action: Location / Size
  45. 45. Emphasize the Primary Call to Action: Wording / Messaging
  46. 46. Emphasize the Primary Call to Action: Wording / Messaging
  47. 47. Minimize Distractions: Remove Non-Critical Content +14.3% Revenue Per Visitor
  48. 48. Completion Rate Emphasize the Primary Call to Action Wording / messaging Location / size Design / color / iconography Minimize Distractions Establish a visual hierarchy Remove non- critical content Limit number of choices Communicate Unique Selling Points Select/target the right USP’s Refine the messaging Communicate visually Design Intuitive Navigation Use a clear, consistent layout Structure, naming, and order of sections Use iconography Market Products Effectively Test ideal product visuals Use the right review systems Find ideal description text / length Build a Sense of Urgency Show quantity left Push temporary offers Promote buying before set times Goals Strategies Tactics
  49. 49. •  Survey sent out after the webinar •  Takes 1 Minute to fill in •  Helps us in designing better webinars Give us your Feedback! #Optimizelyschool
  50. 50. Sign Up for the next Class!
  51. 51. Until Class 2!

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