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Conversion Optimization
Workshop
Lev Tatarov
Strategy Consultant
Agenda
Setting the right goals
Hypothesis building
workshop
Agenda
Setting the right goals
Hypothesis building
workshop
Company
Metric
Revenue
Business
Unit
Subscriptions
Optimization
Goals Visits to
subscription page
Experiment
Goals
Clicks ...
Step
45%
30%
10%
65%
90%
70%
40%
40%
40%
20%
25%
15%
30%
50%
15%
Homepage
Category
Page
Product
Page
Shopping
Cart Page
Ch...
Step
45%
30%
10%
65%
90%
70%
Completion
Homepage
Category
Page
Product
Page
Shopping
Cart Page
Checkout
Page
Payment
Page
Step
40%
40%
40%
20%
5%
25%
Divergence
Homepage
Category
Page
Product
Page
Shopping
Cart Page
Checkout
Page
Payment
Page
Step
15%
30%
50%
15%Exit Rate
Homepage
Category
Page
Product
Page
Shopping
Cart Page
Checkout
Page
Payment
Page
Step
45%
30%
10%
65%
90%
70%
40%
40%
40%
20%
25%
15%
30%
50%
15%Exit Rate
Divergence
Completion
Homepage
Category
Page
Pro...
Step
Primary /
Secondary
Goals
Monitoring
Goals
Homepage
Category
Page
Product
Page
Shopping
Cart Page
Checkout
Page
Payme...
Agenda
Setting the right goals
Hypothesis building
workshop
Explorative
“We have a few images we would
like to test for our new campaign
banner to see which one drives the
most click...
Problem Solution Result
A great hypothesis begins with the problem,
NOT the solution!
• Enables a strong ideation process
• Enforces meaningful reasoning
• Drives focus
• Frames your ideas in a repeatable way...
Problem
Company goal
Test Test Test
Problem
Test Test Test
 Discover 5-10 problems
for your users
 Group problems by
themes
 Prioritize most important
problems
Problem Solution R...
Conversion Optimization Workshop
Conversion Optimization Workshop
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Conversion Optimization Workshop

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In this workshop we'll show you how to:
- Set the right testing goals that drive results
- Create a test hypothesis using our experiment hypothesis framework
- Analyze your results and communicate the value of data to key stakeholders

Publicado en: Tecnología
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Conversion Optimization Workshop

  1. 1. Conversion Optimization Workshop
  2. 2. Lev Tatarov Strategy Consultant
  3. 3. Agenda Setting the right goals Hypothesis building workshop
  4. 4. Agenda Setting the right goals Hypothesis building workshop
  5. 5. Company Metric Revenue Business Unit Subscriptions Optimization Goals Visits to subscription page Experiment Goals Clicks on “subscribe” button
  6. 6. Step 45% 30% 10% 65% 90% 70% 40% 40% 40% 20% 25% 15% 30% 50% 15% Homepage Category Page Product Page Shopping Cart Page Checkout Page Payment Page
  7. 7. Step 45% 30% 10% 65% 90% 70% Completion Homepage Category Page Product Page Shopping Cart Page Checkout Page Payment Page
  8. 8. Step 40% 40% 40% 20% 5% 25% Divergence Homepage Category Page Product Page Shopping Cart Page Checkout Page Payment Page
  9. 9. Step 15% 30% 50% 15%Exit Rate Homepage Category Page Product Page Shopping Cart Page Checkout Page Payment Page
  10. 10. Step 45% 30% 10% 65% 90% 70% 40% 40% 40% 20% 25% 15% 30% 50% 15%Exit Rate Divergence Completion Homepage Category Page Product Page Shopping Cart Page Checkout Page Payment Page
  11. 11. Step Primary / Secondary Goals Monitoring Goals Homepage Category Page Product Page Shopping Cart Page Checkout Page Payment Page  Product Page Views  Category page views  Searches submitted  Product views  Subcategory page views  Filter use  Searches  Add-to-Cart  Quantity selection  More info  Tabs  Continue clicks  Checkout page views  Payment type chosen  All Checkout Funnel Steps  Payment page views  Conversion rate  Conversion rate  Payment type  Search bar opened  Top menu clicks  Home page clicks  Menu interactions  Searches submitted  Home page clicks  Menu interactions  Searches submitted  Home page clicks  Back button clicks  Shopping cart page views  Home page clicks  Return to previous page  Edit address, information  Error rate
  12. 12. Agenda Setting the right goals Hypothesis building workshop
  13. 13. Explorative “We have a few images we would like to test for our new campaign banner to see which one drives the most clicks” Declarative “We notice that only 37% of users who add an item to the shopping-cart, actually checks the cart out. We believe that if we decrease the number of steps, we can drive move cart checkouts” Explorative vs Declarative Testing
  14. 14. Problem Solution Result A great hypothesis begins with the problem, NOT the solution!
  15. 15. • Enables a strong ideation process • Enforces meaningful reasoning • Drives focus • Frames your ideas in a repeatable way Why is a strong hypothesis important?
  16. 16. Problem Company goal Test Test Test Problem Test Test Test
  17. 17.  Discover 5-10 problems for your users  Group problems by themes  Prioritize most important problems Problem Solution Result  Select 1-2 themes  Design 5-10 solutions per theme  Select 2-3 preferred solutions  Primary Goals: What do you seek to impact immediately  Secondary Goals: What would you like to impact, but do not have to  Monitoring Goals: What are metrics you want to track Exercise: Build Powerful Hypotheses

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