Define Testing Goals that Influence Conversion
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Transcript of Define Testing Goals that Influence Conversion
Define Testing Goals That Influence Conversion
Strategy Consultant: Khattaab Khan
An Optimizely Online Workshop
August 26th, 2015
• Recording
• Slide Deck
• Workshop Summary
• Note-taking is encouraged!
Housekeeping
• Take testing concepts and make them practical
• Teach someone else
• Participation!
Why a workshop?
What vertical are you in?Poll:
How long have you been testing?Poll:
What value do you see in Optimizely?
Question:
Provide your answer in the question box
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
1. Identify the KPIs that you aim to influence through testing
2. Define goals in Optimizely that will measure them
Goal Alignment
Increase revenueCompany Metric
Business Unit
Optimization Goals
Experiment Goals
Improve RPV
Increase AOV
Average Quantity
Goal Alignment
Ad RevenueCompany Metric
Business Unit
Optimization Goals
Experiment Goals
CPM
Ad Viewability
Content Recirculation
Goal Alignment
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
Goal Breakdown
Goal Breakdown
Goal Breakdown
Goal Breakdown
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
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
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
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
Goal Breakdown
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
Provide your answer in the question boxActivity Two:
1. One more strategy to increase Average Quantity
2. Two tactics associated with that strategy
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
Goal Setup
Click Pageview Custom Event
Three types of goals in Optimizely
Increase revenueCompany Metric
Business Unit
Optimization Goals
Experiment Goals
Improve RPV
Increase AOV
Goal Alignment
Average Quantity
Goal Breakdown
Goal Breakdown
+0.8
Goal Breakdown
+0.8
+$20
Goal Breakdown
+$0.4
+$20
+0.8
Goal Breakdown +$800,000
+$0.4
+0.8
+$20
To the Optiverse!
• Workshop Summary
• Slide Deck
• Recording
• Goal Creation Worksheet
• Teach someone!
Maybe some supplementary text.
Question & Answer
To the Optiverse!
• Workshop Summary
• Slide Deck
• Recording
• Goal Creation Worksheet
• Teach someone!