This is class 1 of our Optimizely Summer School. In this class presented by our strategy consultant you will learn: - How to use analytics to find weaknesses on your website - How to align these areas for optimization with your company goals - How to incorporate these goals into a detailed testing plan This is relevant for: Digital Marketing Product Management User Experience Web Analytics E-Commerce Sign up here for all the remaining classes of this summer: http://pages.optimizely.com/summer-school-2015.html Sign up for Optimizely here: https://www.optimizely.com/

1. #optimizelyschool

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

3. Hazjier Pourkhalkhali
Strategy Consultant, EMEA
u Help clients develop
comprehensive CRO strategy
u Advise on best practices in
Optimization Management
u Problem solve complex
optimization challenges

5. A S P I R A T I O N S
F E A R SN E E D S
U N C E R T A I N T I E S
D E S I R E S B E H A V I O R S
E X P E C T A T I O N S

6. 3
1 Create a Business
Overview
2 Know Your
Customer
Investigate
Improvements
4 Manage Your
Roadmap

7. Create a Business
Overview
Know Your
Customer
Investigate
Improvements
Manage Your
Roadmap
3
1
2
4

8. Increase revenues!Company
Metric
Improve RPV!
Business
Unit
Increase AOV!
Optimization
Goals
Raise CTR on
Suggested Items!
Experiment
Goals

9. User
acquisition:
1.5m
User
retention
33%
Number of
Steps
Average
Completion
Rate
Average
quantity:
2.00
Average per
unit price:
£25.00
Average
Order Value:
£50.00
Conversion
Rate:
2.00%
Revenue Per
Visitor:
£1.00
Visitors:
2.0m
Revenue:
£2.0m
Digital Commerce

10. Revenue
Customer
Lifetime
Value
Customer
Lifetime
Feature
Usage
Net
Retention
Monthly
Revenue
Initial Deal
Size
Net
Expansion
One-Time
Upsells
Customers
Users
User
Acquisition
User
Retention
Conversion
Rate
# of Steps
Avg.
Completion
% / Step
SaaS / Subscription-Based Companies

11. User
acquisition:
1.5m
User
retention
33%
Number of
Steps
Average
Completion
Rate
Average
quantity:
2.00
Average per
unit price:
£25.00
Average
Order Value:
£50.00
Conversion
Rate:
2.00%
Revenue Per
Visitor:
£1.00
Visitors:
2.0m
Revenue:
£2.0m
Digital Commerce
Average
Completion
Rate

12. Goals
Strategies
Tactics
Completion Rate
Wording /
messaging
Location /
size
Design /
color /
iconography
Establish a
visual
hierarchy
Remove
non-critical
content
Limit
number of
choices
Select/
target the
right USP’s
Refine the
messaging
Communicate
visually
Use a clear,
consistent
layout
Structure,
naming, and
order of
sections
Use
iconography
Test ideal
product
visuals
Use the
right review
systems
Improve
product
descriptions
/ structure
Emphasize the
Primary Call to
Action
Minimize
Distractions
Communicate
Unique Selling
Points
Design Intuitive
Navigation
Market
Products
Effectively
Build a Sense of
Urgency
Show
quantity left
Push
temporary
offers
Promote
buying
before set
times

13. Create a Business
Overview
Know Your
Customer
Investigate
Improvements
Manage Your
Roadmap
3
1
2
4

16. Who are our customers?
§ Where are they from?
§ How did they find us?
§ What is their age and gender?
§ What devices do they use?
§ When do they visit us?
§ What do they buy?
§ How long do they decide?
§ How often do they return?

17. Audience:
Geo > Location
§ Understand where your users are
located and how their performance
differs
§ Learn:
- Who your customers are
- How performance differs per
country / city
- Which regions you should focus on

18. Indian users
have 3x the
time on site
and 50%
more
pageviews
than
American
and British
visitors
The US, UK,
and Germany
have the
highest
bounce rates

19. Acquisition:
Overview
§ Understand where customers are
coming from and which acquisition
channels to optimize for
§ Learn:
- The user split between acquisition
channels
- How performance differs between
channels

20. Change the focus
from Conversion
Rate to revenues
Organic search
has the lowest
conversion
ratXe. Which
keywords are
driving this?

21. Acquisition:
Mobile > Overview
§ See the devices users use and how
adoption changes over time
§ Learn:
- The split between device types,
specific smartphone types or
operating systems, screen sizes
- Learn which segments you are
performing well for

22. User split by
devices appears
stable
Mobile has the
lowest conversion
rates

23. Conversions:
Time to Purchase
§ See how long users take to purchase
§ Learn:
- Understand how many days users
take on average to purchase
- Divide your users into groups: users
who buy same day, same week,
within the month, a month or more
later

24. Nearly two-thirds of all users
make a purchase on the same
day they land on the website
Over a sixth of users take over
a month to deliberate before
purchasing

25. Audience:
Cohort Analysis
§ Understand how user groups perform
over the days and weeks after they first
landed
§ Learn:
- What percentage of users you retain
- How their Revenue Per Visit changes
- What percentage of the total user
revenue comes same day, same week,
same month, or over a month later

26. All Sessions
6,438,215 users
March 18 – March 24
286,307 users
March 25 – March 31
292,842 users
$212,681,432.12
$16,282,667.44
$17,394,828.78
$38,438,125.68
$4,189,867.90
$3,624,155.34
$18,833,361.90
$2,796,571.44
$2,411,138.04
$10,487,295.17
$2,630,049.20
$1,978,864.57
$7,854,301.99
$1,232,125.68
$1,164,550.31
$
$
Only 19% of users take more than 4 weeks to
purchase, yet they represent 40% of all revenue

27. Revenue:
£2.0m
Revenue Per
Visitor:
£1.00
Average
Order Value:
£50.00
Average
quantity:
2.00
Average per
unit price:
£25.00
Conversion
Rate:
2.00%
Number of
Steps
Average
Completion
Rate
Visitors:
2.0m
User
acquisition:
1.5m
User
retention
33%
Digital Commerce

28. Conversions:
Funnel Visualization
§ Find the bottlenecks and improvement
areas in your conversion funnel
§ Learn:
- Which steps drive users to leave your
website
- Which steps have users leave for
other pages
- Where users enter your funnel from

29. Why do this many users leave
the website altogether?
Are users changing cart
details from this page? If so,
how do we make that easier?

30. Homepage
Category
Page
Product Page
Shopping
Basket
Shipping
Details
Payment
Page
Conversions
44% 42%
8%
52%
87%
81%
41%
31%
44%
32%
11%
12%
15%
27%
48%
16%
7%
Homepage to
Category
Category to
Product
Product to Basket Basket to Shipping Shipping to
Payments
Payments to
Conversion
100% 44% 26% 7% 5% 4% 3%
Continue down
funnel
Visit different
page
Exit website
Where should you spend your efforts?

31. Conversions:
Goal Flow
§ Funnels are non-linear, users move
backwards and forwards. See when
users move back through your funnel
and try to find out why.
§ Learn:
- Which steps do users skip?
- Which steps do users redo?
- What are the top funnel paths?

32. This shows that 20% of
users go back from payment
methods to delivery info.
Is this because payment
address and delivery
address are separate? If so,
how can we let people make
changes on this page.

33. Revenue:
£2.0m
Revenue Per
Visitor:
£1.00
Average
Order Value:
£50.00
Average
quantity:
2.00
Average per
unit price:
£25.00
Conversion
Rate:
2.00%
Number of
Steps
Average
Completion
Rate
Visitors:
2.0m
User
acquisition:
1.5m
User
retention
33%
Digital Commerce

34. Conversions:
Shopping Behavior
Analysis

36. Behavior:
Top Landing and Exit Pages
§ See where your users land/leave.
§ Learn:
- How your overall landing/exit pages
perform over time
- How individual pages perform by time
on site, exit rate, and more

37. 90% of
users
leave
these
pages

38. Behavior:
Behavior Flow
§ Understand your users most common
navigation paths
§ Learn:
- How users move through your
website
- Where users land
- Which pages have high exit rates

39. The most page has a
very high exit rate
Alumni directory has a high exit rate, but that could be
explainable. If you only visit this page to find a
number / e-mail address, then you are not exiting out
of frustration but satisfaction

40. Behavior:
In-Page Analytics
§ See where users click on your pages, as
well as what their scroll-depth is
§ Learn:
- Which elements get the best CTR
(note: when multiple buttons share
the same URL they share CTR’s here)
- What the scroll-depth of your users is
- What content underperforms for the
amount of screen real estate it has

41. This orange line represents
the fold-line. It is above the
fold for 95% of page visitors
This product listing is
drastically underperforming.
CTR for nearby products is
3.4% - 4.2%, this has 0.8%!

42. Create a Business
Overview
Know Your
Customer
Investigate
Improvements
Manage Your
Roadmap
3
1
2
4

43. Behavior:
Site Search > Usage
§ See what percentage of users interact
with site search functionalities
§ Learn:
- How search changes user behavior
- The revenue impact the search bar
has
- The importance of optimizing search
bars and search results pages

44. Only a tenth of
users use site
search
But they are
responsible for a
third of all revenue
Learn how you perform per search term. Are you
missing products? Are users looking for different
keywords than the ones you use to describe products?

46. Create a Business
Overview
Know Your
Customer
Investigate
Improvements
Manage Your
Roadmap
3
1
2
4

47. 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

48. 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

49. Emphasize the Primary Call to Action:
Location / Size

50. Emphasize the Primary Call to Action:
Wording / Messaging

51. Emphasize the Primary Call to Action:
Wording / Messaging

52. Minimize Distractions:
Remove Non-Critical Content +14.3%
Revenue
Per Visitor

53. 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

54. • Survey sent out after the webinar
• Takes 1 Minute to fill in
• Helps us in designing better webinars
Give us your Feedback!
#Optimizelyschool

55. Sign Up for the next Class!

56. Until Class 2!