Oren Cohen discusses how to build a testing culture and optimization roadmap. He recommends setting business goals that go beyond just conversions, developing a testing process of ideating, researching, refining, planning/running tests, and reviewing results. Companies should explore radical options, use analytics and qualitative data like surveys to refine their website, and compare their site to competitors to identify growth areas. The goal is to listen to customers and find ways to maximize outcomes.

1. BUILDING A TESTING CULTURE
Oren Cohen!
Head of Sales, UK and Ireland!

2. THE SPEAKER
• Oren Cohen,!
Head of Sales for UK and Ireland!
!
• Get in touch at !
oren+ATD@optimizely.com!
!
• www.optimizely.com!

3. Structure Your
Optimization Goals
Manage Your
Testing Roadmap
Find Your
Maximum
CREATING AN OPTIMIZATION
ROADMAP

4. STRUCTURE YOUR OPTIMIZATION
GOALS

5. SET BUSINESS GOALS
• What is the company-wide goal?!
!
• How does optimization play a part?!
!
• Think beyond conversions!!

6. SET BUSINESS GOALS
Conversions Revenue CTR

7. Revenue
Revenue
Per Visitor
Conversion
Rate
Average
Order Value
Visitors
THINK BEYOND CONVERSIONS

8. Revenue
Revenue
Per Visitor
Conversion
Rate
Length of
Funnel
Completion
Rate
Average
Order Value
Quantity Price
Visitors
Acquisition Retention
Completion
Rate

9. 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 the
right tabs and
order
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

10. Structure Your
Optimization Goals
Manage Your
Testing Roadmap
Find Your
Maximum
CREATING AN OPTIMIZATION
ROADMAP

11. MANAGE YOUR TESTING ROADMAP

12. DEVELOP A TESTING PROCESS
Ideate Research Refine Plan & Run Review

13. “Any time the Detroit Pistons score 100
points and hold the other team below
100 points, they almost always win.”
-Doug Collins, NBA Coach

14. DEVELOP A TESTING PROCESS
Ideate Research Refine Plan & Run Review

15. DEVELOP A TESTING PROCESS
Ideate Research Refine Plan & Run Review

16. “We’re going to turn this
team around 360 degrees.”
-Jason Kidd, NBA Coach

17. Structure Your
Optimization Goals
Manage Your
Testing Roadmap
Find Your
Maximum
CREATING AN OPTIMIZATION
ROADMAP

18. FIND YOUR MAXIMUM

19. EXPLORE RADICAL OPTIONS

20. CASE STUDY: ABC FAMILY / DISNEY

21. REFINE YOUR WEBSITE

22. REFINE YOUR WEBSITE
VOICE OF THE
CUSTOMER
ANALYTICS
QUALITATIVE
DATA
HEATMAPS
COMPETITIVE
REVIEWS

23. REFINE YOUR WEBSITE
VOICE OF THE
CUSTOMER
ANALYTICS
QUALITATIVE
DATA
HEATMAPS
COMPETITIVE
REVIEWS

24. 1. USE IN-PAGE ANALYTICS

25. 2. USE FUNNEL VISUALIZATION

26. 0.00%!
0.50%!
1.00%!
1.50%!
2.00%!
2.50%!
3.00%!
3.50%!
25-34! 35-44! 45-54! 55-64! 65+! 25-34! 35-44! 45-54! 55-64! 65+!
Industry Conversion Rate
Client Conversion Rate
3. GET GRANULAR ABOUT CONVERSIONS
MEN! WOMEN!

27. REFINE YOUR WEBSITE
VOICE OF THE
CUSTOMER
ANALYTICS
QUALITATIVE
DATA
HEATMAPS
COMPETITIVE
REVIEWS

28. USING QUALITATIVE DATA
• Run consumer surveys!
!
• Analyze marketing reports!
!
• Perform user case studies!
!
• Record user sessions!

29. REFINE YOUR WEBSITE
VOICE OF THE
CUSTOMER
ANALYTICS
QUALITATIVE
DATA
HEATMAPS
COMPETITIVE
REVIEWS

30. HOME PAGE COMPARISON
§ Why should users prefer your website
§ Who is your target audience?
§ What are the three main page goals?
§ Which content should users see first?
§ What is your edge? Growth area?
§ Which users should you also target?
§ How effectively are they pushed?
§ What content should be removed?

31. BOOKING PAGE COMPARISON
§ What steps should users complete?
§ What information are you displaying?
§ How do you visualize the flow?
§ What is the ideal flow?
§ When should you display information?
§ How can the process be more intuitive?

32. REFINE YOUR WEBSITE
VOICE OF THE
CUSTOMER
ANALYTICS
QUALITATIVE
DATA
HEATMAPS
COMPETITIVE
REVIEWS

33. LOVEHOLIDAYS HOME PAGE
§ How many visual steps does it take a customer to see your Primary Call to Action?
§ Are you emphasizing the right content with your visual layout?
§ Is key content currently being underutilized due to the design?

34. LOVEHOLIDAYS BOOKINGS PAGE

35. REFINE YOUR WEBSITE
VOICE OF THE
CUSTOMER
ANALYTICS
QUALITATIVE
DATA
HEATMAPS
COMPETITIVE
REVIEWS

36. LISTENING TO THE CUSTOMER
• Read the most used search queries, FAQ pages!
!
• Send customer surveys to specific segments!
!
• Use Net Promoter Scores or alternate metrics to assess
performance by segment, product, or service!
!
• Call your customers yourself / shadow customer calls!

37. Structure Your
Optimization Goals
Manage Your
Testing Roadmap
Find Your
Maximum
VOICE OF THE
CUSTOMER
ANALYTICS QUALITATIVE
DATA
HEATMAPS
COMPETITIVE
REVIEWS
BUILD YOUR TESTING ROADMAP