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

1. Website
Optimization
Raj Lal,
Founder, prouxreview.com
UX Architect, SpaceIQ,
Stanford July 28
@iRajLal

2. About Me
1. Raj Lal
○ Founder, ProUXReview.com
○ UX Architect SpaceIQ
○ RajLal.com
2. Author
○ Digital Design Essentials
○ And few other books

3. 10+ yrs Web UX, Design & Optimization

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. 1.
Website
Optimization
1-2-3-4

6. What is Website Optimization?
A continuous process of refining your
website by using Analytics to measure
Business goals and meet Customer needs.

7. ABC of Website Optimization.
A: Analytics
B: Business Goals
C: Customer

8. Example 1:
Startup: Vorkspace.com
Remote Team Management Software (Pre-beta)

9. Website: Vorkspace.com

11. 10 Sign-up in
1 year
150+ Sign-up
1 year
Conversion
1500%+

12. Example 2:
Obama 2008 Campaign*
Website Optimization worth 60 Million
Goal: Get more Signups
* Optimizely

13. 1

14. 2

15. 3

16. 4

17. 5

18. 1
2
3
4

19. Which Button and Media
do you think had the
highest sign-up rate?

23. ABC of Website Optimization
A: Analytics

24. What is Analytics?
Collecting and Interpreting
meaningful patterns in data.

25. How do you collect data?
● Web Analytics
● Heat Maps
● Competitors Analysis
● User Testing

26. Adobe Analytics

27. Mixpanel

28. HEAP

29. How do you collect data?
● Web Analytics
● Heat Maps
● Competitors Analysis
● User Testing

30. MouseFlow

31. Kissmetrics

32. How do you collect data?
● Web Analytics
● Heat Maps
● Competitors Analysis
● User Testing

33. SimilarWeb

34. Alexa

35. How else can you find similar
websites?

36. Competitor’s Website
Find top 3 competitors

37. How do you collect data?
● Web Analytics
● Heat Maps
● Competitors Analysis
● User Testing

38. UserBob.com

39. UserTesting.com

40. Nielson Norman Group Finding
You Are Not the User
The False-Consensus Effect
https://www.nngroup.com/articles/false-consensus

41. How do you interpret data?
1. Identify Bottlenecks/ Hot Areas
2. Find Patterns in data
3. Understand the Customer

42. ABC of Website Optimization
B: Business Goals

43. 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

44. Measure Business Goals
○
○
○
○

45. ABC of Website Optimization
C: Customer

46. Customers
3. Segment
Customers
4.Personalization
1. Understand
Customer
2. Customer
Journey

47. Step 1: Understanding the Customers
● Demographics, age, gender, Interests
● Location
● Operating System
● Browsers, Resolution
● Mobile device/ OS

48. 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

49. Step 3: Segmenting the Customers
●
●
●
●
●
●

50. Step 4: Personalization
●
●
●

51. 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

52. 2.
ANALYTICS
1-2-3-4

53. Analytics
Collecting and Interpreting
meaningful patterns in data.

54. How do you interpret data?
1. Identify Bottlenecks/ Hot Areas
2. Find Patterns in data
3. Understand the Customer

55. 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

56. Interpret data: Find Patterns

57. Elements which affects Analytics

58. Analytics Case Study
Healing Point Acupuncture Clinic - Palo Alto

60. A. B. C.

61. Analytics: Google analytics

62. Audience > User Flow

63. Lot of user coming to the website from all over the world searching for
articles
• Canada
• India
• UK
• Australia

65. 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.

68. Audience
> Mobile
> Overview

71. A. B. C.
Analytics: Mouse Flow

73. Bottom of the Page
What do You See?

74. ● Most popular
○ Appointments, then About, then fees
● Lot of users clicking on the address
● Not much activity in the bottom
Heat Map Analysis

75. Scroll Map
90% of the user stay
above the fold, the top
section of the home
page, marked by red

76. Heat Map for
Mobile

77. Schedule an
Appointment Page
What’s Wrong?

78. A. B. C.
Analytics: Competitors Analysis
Competitor 1: acupunctureofpaloalto.com
Competitor 2: anniewanglac.com

80. 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

82. 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

84. ... results were
astonishing
After implementing their ideas
my revenue increased on 50%!

85. The Art and Science of Website optimization
UX Reviews
A/B Testing

86. 3. UX Review
The Art of
Website
Optimization
DESIGN REVIEW
1-2-3-4

87. Review every
Important
page for
Design
Guidelines

88. Review
Navigation

89. Review Design
Elements

90. Review
Standard UI
Elements

91. 4. A/B Testing
The Science of
Website
Optimization
1-2-3-4

92. 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.

93. A/B Testing

94. A/B Testing

95. A/B Testing

96. A/B Testing

97. A/B Testing

98. A/B Testing

99. 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

100. What To Test?
● Banner
● Button
● Copy
● Forms and Fields
● Headline
● Images
● Layout
● Navigation
● Pricing
● Promotion or offer
● Video

101. How to Decide What To Test?
How can I make
it easy
How do I make You
want to go to next
step

102. If you Visit Optimizely at 3:00 AM

103. A/B Testing in 5 steps
1. Define Success
2. Identify Bottlenecks
3. Construct a Hypothesis
4. Prioritize
5. Test

104. A/B Testing
Optimizely Demo

105. Case Study:
IgniterCon.com

106. Thank You
Raj Lal,
Founder, prouxreview.com
UX Architect, SpaceIQ,
Stanford July 28

107. Case Study
Make 3 Groups
You are the Website
Optimization Expert Team

108. Case Study
The organizer called you
and asked you for
IgniterCon.com Website
optimization

109. Case Study
We need to
SELL MORE TICKETS!
Our Event is in 3 Months

110. Case Study Step 1
What Questions you are
going to ask him?

111. 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?

112. Case Study Step 2
Data Analytics

113. Case Study Step 2
Login to https://analytics.google.com
Username: stanfordwebo@gmail.com
Password: Stanford007

114. Case Study Step 2
What did you find?

115. Case Study Step 3
Competitors

116. 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

117. Case Study Step 4
Pro UX Review

118. Case Study Step 5
A/B Testing

119. 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

120. 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

121. Thank You
Raj Lal,
Founder, prouxreview.com
UX Architect, SpaceIQ,
Stanford July 28
@iRajLal
View Slides online: https://goo.gl/trX2jC