Define Testing Goals that Influence Conversion
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Aligning the goals measured in Optimizely to the goals that drive business value is fundamental to scaling your testing program. In this session, we will review the value of goal prioritization and how knowing the value of each micro conversion in your funnel can help focus testing efforts.
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Define Testing Goals that Influence Conversion
- 1. Define Testing Goals That Influence Conversion Strategy Consultant: Khattaab Khan An Optimizely Online Workshop August 26th, 2015
- 2. • Recording • Slide Deck • Workshop Summary • Note-taking is encouraged! Housekeeping
- 3. • Take testing concepts and make them practical • Teach someone else • Participation! Why a workshop?
- 6. What vertical are you in? Poll:
- 7. How long have you been testing? Poll:
- 8. What value do you see in Optimizely? Question: Provide your answer in the question box
- 9. Agenda Goal Alignment: Align company objectives with experiment goals Goal Breakdown: Divide KPIs into unit level goals Goal Mapping: Develop strategies and tactics to reach those goals Goal Setup: Translate those goals into Optimizely
- 10. 1. Identify the KPIs that you aim to influence through testing 2. Define goals in Optimizely that will measure them Goal Alignment
- 11. Increase revenueCompany Metric Business Unit Optimization Goals Experiment Goals Improve RPV Increase AOV Average Quantity Goal Alignment
- 13. Agenda Goal Alignment: Align company objectives with experiment goals Goal Breakdown: Divide KPIs into unit level goals Goal Mapping: Develop strategies and tactics to reach those goals Goal Setup: Translate those goals into Optimizely
- 14. Goal Breakdown
- 15. Goal Breakdown
- 16. Goal Breakdown
- 17. Goal Breakdown
- 18. Common Goals by Vertical E-commerce/Retail Travel/Hospitality B2B/Lead Gen Media/Publishing • AOV • Search/sort/filter • Scroll depth • Social shares • Add to cart • User registration • Lead quality • AOV • Purchase conversions • Search/sort/filter • Ancillary (upsell) • User registration • Lead quality • Form completions (lead capture) • Offline conversion • Pageviews/funnel • Downloads • User registration • Lead quality • Pageviews + video views per session • Time on page/site • Scroll depth • Lifetime value • Ad viewability • Social shares • User registration • Lead quality
- 19. Common Goals by Vertical E-commerce/Retail Travel/Hospitality B2B/Lead Gen Media/Publishing • AOV • Search/sort/filter • Scroll depth • Social shares • Add to cart • User registration • Lead quality • AOV • Purchase conversions • Search/sort/filter • Ancillary (upsell) • User registration • Lead quality • Form completions (lead capture) • Offline conversion • Pageviews/funnel • Downloads • User registration • Lead quality • Pageviews + video views per session • Time on page/site • Scroll depth • Lifetime value • Ad viewability • Social shares • User registration • Lead quality
- 20. Agenda Goal Alignment: Align company objectives with experiment goals Goal Breakdown: Divide KPIs into unit level goals Goal Mapping: Develop strategies and tactics to reach those goals Goal Setup: Translate those goals into Optimizely
- 21. Business KPIs Revenue per visitor ‣Purchase conversions (online) ‣Individual ‣Subscription bundles ‣Purchase conversions (offline) ‣Brand awareness Qualified leads ‣Free subscription trial ‣Member-sourced lead generation ‣Referral program: $20 incentive ‣Customer reengagement ‣Blog ‣Email newsletter
- 22. Goal Breakdown
- 23. Average QuantityGoals Strategies Tactics Offer Incentives invite friends, get $20 Bundle & Save Free shipping on orders over $50 Promote Value Props Guarantee, Awards, Certifications Add, remove, more info on other products Easy to add bundles and quantity Free shipping w/ $XX cart value Promo codes Bundled products discounts Trust & security Product discovery Low friction add to cart experience
- 24. Provide your answer in the question box Activity Two: 1. One more strategy to increase Average Quantity 2. Two tactics associated with that strategy
- 25. Agenda Goal Alignment: Align company objectives with experiment goals Goal Breakdown: Divide KPIs into unit level goals Goal Mapping: Develop strategies and tactics to reach those goals Goal Setup: Translate those goals into Optimizely
- 26. Goal Setup Click Pageview Custom Event Three types of goals in Optimizely
- 27. Increase revenueCompany Metric Business Unit Optimization Goals Experiment Goals Improve RPV Increase AOV Goal Alignment Average Quantity
- 28. Goal Breakdown
- 34. To the Optiverse! • Workshop Summary • Slide Deck • Recording • Goal Creation Worksheet • Teach someone!
- 35. Maybe some supplementary text. Question & Answer
- 36. To the Optiverse! • Workshop Summary • Slide Deck • Recording • Goal Creation Worksheet • Teach someone!