The document is about an Optimizely Summer School class on building A/B tests. It discusses setting goals for tests, choosing nearby and long-term goals across different pages of a website funnel. It provides examples of goals for a homepage, category page, product page, checkout page, and more. The class agenda includes reviewing previous lessons, discussing marginal gains and goal setting, and building live tests. The document emphasizes aligning goals, choosing the right direction, and setting the right goals when doing conversion rate optimization testing.

1. #optimizelyschoolwww.summerschool2015.eu

2. What is Summer School?
Optimizely Summer School
– Class 1
#Optimizelyschool
www.summerschool2015.eu

3. The Funnel, Goals, and Test Creation
August 6th, 2015
www.summerschool2015.eu

4. Adam Levinson
Customer Success Manager, EMEA
u Help get up and running on the
tool
u Continue to drive usage of the
platform
u Drive usage of the platform that
adds to the clients bottom line

5. Agenda
3 Mins Brief Review of previous classes
5 Mins Marginal gains and Goal setting
7 Mins Strategy to building variation
30 Mins Build 3 tests live
5 Mins Questions
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6. Across all industries, clients face key challenges
① Aligning CRO to company strategy
② Choosing the right direction
③ Setting the right goals
www.summerschool2015.eu

7. Product Page Basket Page Login Page
Delivery
Options
Delivery
Address
Payment
Page
ConversionsAll sessions
50%
31%
11% 5%
5%
8%
44%
11%
4% 5%
11%
Product to Basket
Page
Basket Page to
Login Page
Login Page to
Delivery Options
Delivery Options to
Delivery Address
Delivery Address
to Payments
Payments to
Conversion
Continue down funnel
Visit different page
Exit website
60% 3.8% 2.2% 1.9% 1.7% 1.5% 1.3%
C Where should you spend effort?
Q4 2014, based on 94k transactions
100%
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8. Marginal Gains
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9. www.summerschool2015.eu

10. Goals
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11. Homepage Category
Page
Product
Page
Checkout
page
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12. When choosing a winner…
- Give priority to nearby goals
- Monitor long term goals
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13. Home Page
Category
Page
Product
Page
Shopping
Basket
Shipping
Details
Payment
Page
Nearby Goals
Long-term Goals

14. Home Page
Category
Page
Product
Page
Shopping
Basket
Shipping
Details
Payment
Page
Nearby Goals
Long-term Goals
§ Product Page
Views
§ Searches
§ Log-In
§ Store Locator
§ Category tabs
§ Exit Rate
§ Conversion
Rate
§ Revenue

15. Home Page
Category
Page
Product
Page
Shopping
Basket
Shipping
Details
Payment
Page
Nearby Goals
Long-term Goals
§ Product Page
Views
§ Searches
§ Log-In
§ Store Locator
§ Category tabs
§ Product Page
views
§ Subcategory
pageviews
§ Searches
§ Add to Cart
§ Exit Rate
§ Conversion
Rate
§ Revenue
§ Exit Rate
§ Home Page
§ FAQ
§ Conversion %
§ Revenue
§ To last page

16. Home Page
Category
Page
Product
Page
Shopping
Basket
Shipping
Details
Payment
Page
Nearby Goals
Long-term Goals
§ Product Page
Views
§ Searches
§ Log-In
§ Store Locator
§ Category tabs
§ Product Page
views
§ Subcategory
pageviews
§ Searches
§ Add to Cart
§ Add to Cart
§ Product tabs
§ Size / version
selects
§ Return to last
page
§ Exit Rate
§ Conversion
Rate
§ Revenue
§ Exit Rate
§ Home Page
§ FAQ
§ Conversion %
§ Revenue
§ To last page
§ Exit Rate
§ Home Page
§ FAQ
§ Conversion %
§ Revenue
§ To last page

17. Home Page
Category
Page
Product
Page
Shopping
Basket
Shipping
Details
Payment
Page
Nearby Goals
Long-term Goals
§ Product Page
Views
§ Searches
§ Log-In
§ Store Locator
§ Category tabs
§ Product Page
views
§ Subcategory
pageviews
§ Searches
§ Add to Cart
§ Add to Cart
§ Product tabs
§ Size / version
selects
§ Return to last
page
§ Go to Next
Page
§ Product
removal
§ Related items
§ Exit Rate
§ Conversion
Rate
§ Revenue
§ Exit Rate
§ Home Page
§ FAQ
§ Conversion %
§ Revenue
§ To last page
§ Exit Rate
§ Home Page
§ FAQ
§ Conversion %
§ Revenue
§ To last page
§ Exit Rate
§ Home Page
§ FAQ
§ Conversion %
§ Revenue
§ To last page

18. Home Page
Category
Page
Product
Page
Shopping
Basket
Shipping
Details
Payment
Page
Nearby Goals
Long-term Goals
§ Product Page
Views
§ Searches
§ Log-In
§ Store Locator
§ Category tabs
§ Product Page
views
§ Subcategory
pageviews
§ Searches
§ Add to Cart
§ Add to Cart
§ Product tabs
§ Size / version
selects
§ Return to last
page
§ Go to Next
Page
§ Product
removal
§ Related items
§ Field / Section
completions
§ To Payments
§ More info CTR
§ Update
address
§ Exit Rate
§ Conversion
Rate
§ Revenue
§ Exit Rate
§ Home Page
§ FAQ
§ Conversion %
§ Revenue
§ To last page
§ Exit Rate
§ Home Page
§ FAQ
§ Conversion %
§ Revenue
§ To last page
§ Exit Rate
§ Home Page
§ FAQ
§ Conversion %
§ Revenue
§ To last page
§ Exit Rate
§ Home Page
§ FAQ
§ Conversion %
§ Revenue
§ To last page

19. Home Page
Category
Page
Product
Page
Shopping
Basket
Shipping
Details
Payment
Page
Nearby Goals
Long-term Goals
§ Product Page
Views
§ Searches
§ Log-In
§ Store Locator
§ Category tabs
§ Product Page
views
§ Subcategory
pageviews
§ Searches
§ Add to Cart
§ Add to Cart
§ Product tabs
§ Size / version
selects
§ Return to last
page
§ Go to Next
Page
§ Product
removal
§ Related items
§ Field / Section
completions
§ To Payments
§ More info CTR
§ Update
address
§ Payments
§ Payment type
§ Field attempt /
completions
§ Conversion %
§ Revenue
§ Exit Rate
§ Conversion
Rate
§ Revenue
§ Exit Rate
§ Home Page
§ FAQ
§ Conversion %
§ Revenue
§ To last page
§ Exit Rate
§ Home Page
§ FAQ
§ Conversion %
§ Revenue
§ To last page
§ Exit Rate
§ Home Page
§ FAQ
§ Conversion %
§ Revenue
§ To last page
§ Exit Rate
§ Home Page
§ FAQ
§ Conversion %
§ Revenue
§ To last page
§ Exit Rate
§ Home Page
§ FAQ
§ To last page

20. 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

21. Watch the full webinar

22. Sign Up for the next Class!
#optimizelyschoolwww.summerschool2015.eu

23. Until Class 4!
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