Boosting Your Online Revenue

Hazjier PourkhalkhaliSenior Strategy Consultant, Optimizely

u Help clients develop comprehensive CRO strategy

u Advise on best practices in Optimization Management

u Problem solve complex optimization challenges

Hazjier PourkhalkhaliSenior Strategy Consultant

@Hazjier

1 Understand Your Revenue Levers

3 Build PowerfulHypotheses

2 Develop a CRO Strategy

1 Understand Your Revenue Levers

3 Build PowerfulHypotheses

2 Develop a CRO Strategy

Increase revenuesCompany Metric

Improve RPVBusiness Unit

Increase AOVOptimization Goals

Raise CTR on Suggested ItemsExperiment

Goals

User acquisition:1.5m

User retention33%

Add-to-Cart:4.00%

Cart Checkout:50.0%

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

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 StepsAvg.

Completion % / Step

SaaS / Subscription-Based Companies

Homepage Category Page Product Page Shopping

BasketShipping 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?

1 Understand Your Revenue Levers

3 Build PowerfulHypotheses

2 Develop a CRO Strategy

User Acquisition:

1.5m

User Retention:

33%

Add-to-Cart:4.00%

Average Completion

Rate

Average Quantity:

2.00

Average Price Per Unit:€25.00

Average Order Value:

€50.0

Conversion Rate:2.00%

Revenue Per Visitor:€1.00

Visitors:2.0m

Revenue:€2.0m

Cart Checkout Rate:

50.00%

Goals

Strategies

Tactics

Cart Checkout Rate

Wording / messaging

Location / size

Design / color / icono-graphy

Establish a visual

hierarchy

Remove non-critical

content

Limit number of

choices

Select/target the

right USP’s

Refine the messaging

Crystallize visually

Clear and consistent

UI

Structure, naming,

and order of sections

Describe visually

Test ideal product visuals

Use the right

review systems

DescriptionsReviewsImages

Emphasize the Primary Call

to ActionMinimize

DistractionsCommunicate Unique Selling

Points

Design Intuitive

Navigation

Market Products

EffectivelyBuild a Sense of Urgency

Show quantity

left

Push temporary

offers

Promote buying

before set times

Goals

Strategies

Tactics

Cart Checkout Rate

Wording / messaging

Location / size

Design / color / icono-graphy

Establish a visual

hierarchy

Remove non-critical

content

Limit number of

choices

Select/target the

right USP’s

Refine the messaging

Crystallize visually

Clear and consistent

UI

Structure, naming,

and order of sections

Describe visually

Test ideal product visuals

Use the right

review systems

DescriptionsReviewsImages

Emphasize the Primary Call

to ActionMinimize

DistractionsCommunicate Unique Selling

Points

Design Intuitive

Navigation

Market Products

EffectivelyBuild a Sense of Urgency

Show quantity

left

Push temporary

offers

Promote buying

before set times

Emphasize the Primary Call to Action:Location / Size

+20%Mobile Shares

Minimize Distractions:Remove Non-Critical Content +14%

Revenue PerVisitor

Emphasize the Primary Call to Action:Wording / Messaging

Emphasize the Primary Call to Action:Wording / Messaging

+29%CTR

-­3%CTR

-­10%CTR

Original30.5% CTR

1 Understand Your Revenue Levers

3 Build PowerfulHypotheses

2 Develop a CRO Strategy

Case Study: Obama Contribute Form

UnregisteredUsers

RegisteredUsers

ReturningDonors

0.0%

+2.3%

-27.8%

+15.2%

+8.5%

0.0%

+27.8%

N/A

-24.6%

+2.9%

0.0%

+16.3%

N/A

+11.9%

+18.4%

§ Page overly emphasizes price

§ Product benefits are understated

§ Call to Action below fold

Problem Solution Result

§ Reduce size of price

§ Highlight discounts

§ Add product visuals

§ Duplicate CTA at top of page

§ Increase Conversion Rate

§ Increase Conversion Rate

§ Increase CTR to checkout

Build powerful hypotheses

Thank You!

Hazjier PourkhalkhaliSenior Strategy Consultant, Optimizely

@Hazjier