optimizely summer school class 3 - convert
TRANSCRIPT
#optimizelyschool www.summerschool2015.eu
What is Summer School? Optimizely Summer School
– Class 1
#Optimizelyschool www.summerschool2015.eu
The Funnel, Goals, and Test Creation
August 6th, 2015
www.summerschool2015.eu
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
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
www.summerschool2015.eu
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
Product Page Basket Page Login Page Delivery Options
Delivery Address
Payment Page Conversions All 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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Marginal Gains
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www.summerschool2015.eu
Goals
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Homepage
Category Page
Product Page
Checkout page
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When choosing a winner…
- Give priority to nearby goals - Monitor long term goals
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Home Page Category Page
Product Page
Shopping Basket
Shipping Details
Payment Page
Nearby Goals
Long-term Goals
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
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
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
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
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 § M ore 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
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 § M ore 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
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
Watch the full webinar
Sign Up for the next Class!
#optimizelyschool www.summerschool2015.eu
Until Class 4!
#optimizelyschool www.summerschool2015.eu