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Website Optimization Workshop at Stanford University 28th July 2018

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A website can be an extremely effective tool for generating sales and achieving other business goals. But that assumes you’ve “optimized” your website—that you’ve learned the techniques that will let you effectively convert website visitors into customers, whether that means buying a product, downloading your app, signing up for a beta, or scheduling an appointment. There is an art and a science to optimizing your website—or what’s sometimes called Conversion Rate Optimization (CRO)—that can be tremendously useful for marketers, executives, and business owners. This one-day workshop will provide a concise and practical overview of optimization techniques, focusing on four key subjects: mining information from Google Analytics to understand data, users, and devices; analyzing competitors; heuristically reviewing your website for usability; and A/B testing your key content for conversion. Once you have this information you will be able to optimize the layout and remove the bottlenecks in your website that may be preventing your visitors from converting into customers. You will learn how to leverage the data to create a better user flow in your website and use the test-driven framework to continuously improve your website, acquire more customers, and increase your revenue.

https://continuingstudies.stanford.edu/courses/professional-and-personal-development/an-introduction-to-website-optimization-increase-roi-and-acquire-more-customers/20174_WSP-38

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Website Optimization Workshop at Stanford University 28th July 2018

  1. 1. Website Optimization Raj Lal, Founder, prouxreview.com UX Architect, SpaceIQ, Stanford July 28 @iRajLal
  2. 2. About Me 1. Raj Lal ○ Founder, ProUXReview.com ○ UX Architect SpaceIQ ○ RajLal.com 2. Author ○ Digital Design Essentials ○ And few other books
  3. 3. 10+ yrs Web UX, Design & Optimization
  4. 4. Agenda 1. 10:00am - 11:15am: Intro + Overview 2. 11:30am - 12:30pm: Web Analytics Lunch Break 30 minutes 3. 01:00pm - 02:00pm: UX Review + A/B Testing 4. 02:15pm - 03:45pm: Case Study
  5. 5. 1. Website Optimization 1-2-3-4
  6. 6. What is Website Optimization? A continuous process of refining your website by using Analytics to measure Business goals and meet Customer needs.
  7. 7. ABC of Website Optimization. A: Analytics B: Business Goals C: Customer
  8. 8. Example 1: Startup: Vorkspace.com Remote Team Management Software (Pre-beta)
  9. 9. Website: Vorkspace.com
  10. 10. 10 Sign-up in 1 year 150+ Sign-up 1 year Conversion 1500%+
  11. 11. Example 2: Obama 2008 Campaign* Website Optimization worth 60 Million Goal: Get more Signups * Optimizely
  12. 12. 1
  13. 13. 2
  14. 14. 3
  15. 15. 4
  16. 16. 5
  17. 17. 1 2 3 4
  18. 18. Which Button and Media do you think had the highest sign-up rate?
  19. 19. ABC of Website Optimization A: Analytics
  20. 20. What is Analytics? Collecting and Interpreting meaningful patterns in data.
  21. 21. How do you collect data? ● Web Analytics ● Heat Maps ● Competitors Analysis ● User Testing
  22. 22. Adobe Analytics
  23. 23. Mixpanel
  24. 24. HEAP
  25. 25. How do you collect data? ● Web Analytics ● Heat Maps ● Competitors Analysis ● User Testing
  26. 26. MouseFlow
  27. 27. Kissmetrics
  28. 28. How do you collect data? ● Web Analytics ● Heat Maps ● Competitors Analysis ● User Testing
  29. 29. SimilarWeb
  30. 30. Alexa
  31. 31. How else can you find similar websites?
  32. 32. Competitor’s Website Find top 3 competitors
  33. 33. How do you collect data? ● Web Analytics ● Heat Maps ● Competitors Analysis ● User Testing
  34. 34. UserBob.com
  35. 35. UserTesting.com
  36. 36. Nielson Norman Group Finding You Are Not the User The False-Consensus Effect https://www.nngroup.com/articles/false-consensus
  37. 37. How do you interpret data? 1. Identify Bottlenecks/ Hot Areas 2. Find Patterns in data 3. Understand the Customer
  38. 38. ABC of Website Optimization B: Business Goals
  39. 39. Goals for your Business ● Completing E-commerce transaction ● Submitting a Contact Us ● Subscribing to a email newsletter ● Viewing a page or a minimum # of pages ● Spending a certain amount of time
  40. 40. Measure Business Goals ○ ○ ○ ○
  41. 41. ABC of Website Optimization C: Customer
  42. 42. Customers 3. Segment Customers 4.Personalization 1. Understand Customer 2. Customer Journey
  43. 43. Step 1: Understanding the Customers ● Demographics, age, gender, Interests ● Location ● Operating System ● Browsers, Resolution ● Mobile device/ OS
  44. 44. Step 2: The Customer Journey ● What’s there landing page ● Which website they are coming from ● What their journey in the website look like ● Where are they getting dropped off A-B-C
  45. 45. Step 3: Segmenting the Customers ● ● ● ● ● ●
  46. 46. Step 4: Personalization ● ● ●
  47. 47. Process of Website Optimization 1. Prioritize your efforts 2. Look for the biggest Impact 3. Least amount of effort 4. Optimize your website 5. Repeat
  48. 48. 2. ANALYTICS 1-2-3-4
  49. 49. Analytics Collecting and Interpreting meaningful patterns in data.
  50. 50. How do you interpret data? 1. Identify Bottlenecks/ Hot Areas 2. Find Patterns in data 3. Understand the Customer
  51. 51. Interpret data: Bottlenecks/ Hot Areas ● What’s broken? ● Performance issues ● Mobile Experience ● Find out all the problems in the website ● Hottest sections in the heat maps ● Most clicked links
  52. 52. Interpret data: Find Patterns
  53. 53. Elements which affects Analytics
  54. 54. Analytics Case Study Healing Point Acupuncture Clinic - Palo Alto
  55. 55. A. B. C.
  56. 56. Analytics: Google analytics
  57. 57. Audience > User Flow
  58. 58. Lot of user coming to the website from all over the world searching for articles • Canada • India • UK • Australia
  59. 59. User Flow Findings ● 19 out of 69 user who reaches home page goes to schedule an appointment page, but 12 of them drops off. ● 8 people who reaches directly to the appointment page from google, most of them also drops off.
  60. 60. Audience > Mobile > Overview
  61. 61. A. B. C. Analytics: Mouse Flow
  62. 62. Bottom of the Page What do You See?
  63. 63. ● Most popular ○ Appointments, then About, then fees ● Lot of users clicking on the address ● Not much activity in the bottom Heat Map Analysis
  64. 64. Scroll Map 90% of the user stay above the fold, the top section of the home page, marked by red
  65. 65. Heat Map for Mobile
  66. 66. Schedule an Appointment Page What’s Wrong?
  67. 67. A. B. C. Analytics: Competitors Analysis Competitor 1: acupunctureofpaloalto.com Competitor 2: anniewanglac.com
  68. 68. PROS ● Original High Quality Photo Gallery, with full screen photos ● Testimonial Section ● Faq page for all information related to Acupuncture Cons ● No Schedule an appointment ● No Blog for Search Engine Optimization (SEO) acupunctureofpaloalto.com
  69. 69. PROS ● Focused – Our Specialty ● Team Photo ● Gallery with HQ original photos ● Awards and Testimonials on the side rail ● Uses https://ehr.unifiedpractice.com for booking CONS ● No one person, a team ● Font size too small anniewanglac.com
  70. 70. ... results were astonishing After implementing their ideas my revenue increased on 50%!
  71. 71. The Art and Science of Website optimization UX Reviews A/B Testing
  72. 72. 3. UX Review The Art of Website Optimization DESIGN REVIEW 1-2-3-4
  73. 73. Review every Important page for Design Guidelines
  74. 74. Review Navigation
  75. 75. Review Design Elements
  76. 76. Review Standard UI Elements
  77. 77. 4. A/B Testing The Science of Website Optimization 1-2-3-4
  78. 78. A/B Testing AB testing is a controlled experiment where two or more variants of a page are shown to users at random, and statistical analysis is used to determine which variation performs better for a given conversion goal.
  79. 79. A/B Testing
  80. 80. A/B Testing
  81. 81. A/B Testing
  82. 82. A/B Testing
  83. 83. A/B Testing
  84. 84. A/B Testing
  85. 85. Primary Goal for A/B Test ● Increase Conversion rate ● Increase Revenue per Visitor ● Increase Average Order Value ● Increase Average Items / Order ● Decrease Bounce Rates ● Increase Page Views
  86. 86. What To Test? ● Banner ● Button ● Copy ● Forms and Fields ● Headline ● Images ● Layout ● Navigation ● Pricing ● Promotion or offer ● Video
  87. 87. How to Decide What To Test? How can I make it easy How do I make You want to go to next step
  88. 88. If you Visit Optimizely at 3:00 AM
  89. 89. A/B Testing in 5 steps 1. Define Success 2. Identify Bottlenecks 3. Construct a Hypothesis 4. Prioritize 5. Test
  90. 90. A/B Testing Optimizely Demo
  91. 91. Case Study: IgniterCon.com
  92. 92. Thank You Raj Lal, Founder, prouxreview.com UX Architect, SpaceIQ, Stanford July 28
  93. 93. Case Study Make 3 Groups You are the Website Optimization Expert Team
  94. 94. Case Study The organizer called you and asked you for IgniterCon.com Website optimization
  95. 95. Case Study We need to SELL MORE TICKETS! Our Event is in 3 Months
  96. 96. Case Study Step 1 What Questions you are going to ask him?
  97. 97. Case Study Step 1 ● What is the main function(s) of your website? ● Do you have any benchmark right now? Number of visitors per month? Number of conversions per month ● Who are your target users? ● Name three other websites, competitors to your business ● Do you have any analytics data?
  98. 98. Case Study Step 2 Data Analytics
  99. 99. Case Study Step 2 Login to https://analytics.google.com Username: stanfordwebo@gmail.com Password: Stanford007
  100. 100. Case Study Step 2 What did you find?
  101. 101. Case Study Step 3 Competitors
  102. 102. Case Study: Step 3 Competitors ● Each group Find 1 competitors to the Website ● Jot down Pros and Cons of the Competitor ○ See What is working for them ○ What is not working for them
  103. 103. Case Study Step 4 Pro UX Review
  104. 104. Case Study Step 5 A/B Testing
  105. 105. Case Study Step 5 - Create 5 A/B Tests 1. Create a Test 2. Define Success 3. Identify Bottlenecks 4. Construct a Hypothesis 5. Prioritize
  106. 106. RECAP ABC of Website Optimization. A: Analytics B: Business Goals C: Customer The Art and Science of Website optimization Art: UX Reviews Science: A/B Testing
  107. 107. Thank You Raj Lal, Founder, prouxreview.com UX Architect, SpaceIQ, Stanford July 28 @iRajLal View Slides online: https://goo.gl/trX2jC

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