Hans Bruinsma presented on optimizing websites through continuous testing and improvement. He discussed total quality management approaches like six sigma and kaizen that focus on measuring website performance and making changes to increase conversion rates. Some key techniques discussed include A/B testing different page elements and designs, multivariate testing of combinations of elements, and split path testing of user flows and journeys. The goal of ongoing optimization is to test improvements, measure results, and adopt changes that increase conversions until the optimal conversion rate is achieved.

1. Boost yourconversionrate(How to of website optimization)Hans Bruinsma LBi’s Client Afternoon4th February 2010

2. Back to school (onlyverybriefly)

3. RememberAnsoff? Existing product/service New product/service ExisitingMarket New Market

4. And how do we improve on what is already there? TOTAL QUALITY MANAGEMENT SIX SIGMA KAIZEN PLAN-DO-CHECK-ACT LEAN We are fine planning and, to a certain extent, measuring. But what about optimizing?

5. To Optimize means… Makingchangesthatlead to anincrease of yourwebsite’sconversion ratio(s)

6. Continuous Improvement for your website (Drive Traffic) Measuring & analyze visitor data Implement changes, test(=measure) & choose winners Repeat until Conversion rate=100%

7. Why use Testing for optimization? Before and after analysis is flawed Full control over elements that need to be tested Even expert opinions, best practices & intuition can be wrong Content that worked last month may not work this month Testing focuses on maximizing conversion

8. Pre-requisites for testing Quantifyable Objectives Translated into one or more goals that can be achieved by your website’s visitors Measure and monitor goal conversion Analists  You need people to gain insights from the data

9. Get Started Select Test Solution Put together a test team Create Test Plan Define success/failure Test Test (QA) Communicate results to stakeholders

10. Test Design and Planning Process The Hypothetis Define Goal Which test is best Test Measure & Analyze

11. Launching a test

12. Test Options A/B Tests Multivariate tests Split path tests Multi-page multivariate Linger/the click/do anything

13. A/B Tests Test layout or element from a web page against one or more variations Visitors Version A Version B

14. Multi-variate tests Discover best combination of page elements Maximize conversions Find out hot zones Title Image Copy CTA

15. Split path tests Find winning series of pages Optimize experience, not only pages Test conversions beyond single page Goal Scenario 1 Scenario 2 Start

16. Landing pages Microsites Sales funnels Shopping cart pages Credit card pages E-tail templates Forms Interactive pages & templates Web-based interfaces Copy Images Subtitles Offers Pricing Promotions Rich media Headlines Quotes Calls to Action Colors Layout Customer segments Search traffic Display traffic Affiliate traffic New & repeat visitors Traffic by geography Weekend vs. weekday Demographic Behavioral Visitor Style Pages Content Traffic Impacting Conversion

17. Different visitors, different styles PACE: QUICK Vs. DELIBIRATE STYLE OF PROCESSING INFORMATION: LOGICAL vs. EMOTIONAL

18. Testing in Action

19. Layout Source: getelastic.com

20. Layout

21. Layout

22. Funnel: checkout process

23. Funnel: checkout process

24. Call to Action

25. KeyTakeaways

26. Start Simple: Learn to walk beforeyou start running

27. Only test pages withenoughtraffic

28. Test BIG changesfirst

29. Experiment with the ‘ingredients’

30. Optimization is notabout a single page only - It’s about the wholeJourney

31. Segment. We’renot all the same

32. “However Beautiful the Strategy, you should occasionally look at the Results” Measurewhatneeds to bemeasured

33. Adopt test winner and prepare for the next run

34. Grow and nurture test culture

35. Contact Us Laurence VandelanotteStrategy and Planning Director Laurence.Vandelanotte@lbigroup.be Direct: +32 (0) 2 730 83 84 Mobile: +32 (0)473 41 20 80 LBi BelgiumVorstlaan 191 Bd du SouverainB-1160 BrusselsBelgium