building a testing roadmap by hazjier pourkhalkhali - optimizely experience london 2014
DESCRIPTION
Hazjier Pourkhalkhali is a strategic optimisation consultant at Optimizely. In his talk he explains who to create an optimisation roadmap. This process consists of 3 phases that he will discuss in his talk: - Structure your optimisation goals - Manage your testing roadmap - Find your maximumTRANSCRIPT
BUILDING A TESTING ROADMAP!
Hazjier Pourkhalkhali!Strategic Optimization Consultant!
§ Work with clients on:!• Optimization strategy!• Operational management
and processes!• Testing best practices!• Industry trends and
research!
HAZJIER POURKHALKHALI!
Strategic Optimization Consultant, EMEA
Structure Your Optimization Goals
Manage Your Testing Roadmap
Find Your Maximum
CREATING AN OPTIMIZATION ROADMAP!
STRUCTURE YOUR OPTIMIZATION GOALS!
SET BUSINESS GOALS!
• What is the company-wide goal?!!
• How does optimization play a part?!!
• Think beyond conversions!!
SET BUSINESS GOALS!
Conversions Revenue CTR
Revenue
Revenue Per Visitor
Conversion Rate
Average Order Value
Visitors
THINK BEYOND CONVERSIONS!
Revenue
Revenue Per Visitor
Conversion Rate
Length of Funnel
Completion Rate
Average Order Value
Quantity Price
Visitors
Acquisition Retention
Completion Rate
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 the right tabs and
order
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
MANAGE YOUR TESTING ROADMAP!
DEVELOP A TESTING PROCESS!
Ideate Research Refine Plan & Run Review
“Any time the Detroit Pistons score 100 points and hold the other team below 100 points, they almost always win.”-Doug Collins, NBA Coach!
REFINE YOUR HYPOTHESIS!
DEVELOP A TESTING PROCESS!
Ideate Research Refine Plan & Run Review
DEVELOP A TESTING PROCESS!
Ideate Research Refine Plan & Run Review
FIND YOUR MAXIMUM!
EXPLORE RADICAL OPTIONS!
CASE STUDY: ABC FAMILY / DISNEY!
REFINE YOUR WEBSITE!
“We’re going to turn this team around 360 degrees.”
-Jason Kidd, NBA Player!
REFINE YOUR WEBSITE!
VOICE OF THE CUSTOMER
ANALYTICS QUALITATIVE DATA
HEATMAPS COMPETITIVE REVIEWS
REFINE YOUR WEBSITE!
VOICE OF THE CUSTOMER
ANALYTICS QUALITATIVE DATA
HEATMAPS COMPETITIVE REVIEWS
1. USE IN-PAGE ANALYTICS!
2. USE FUNNEL VISUALIZATION!
0.00%!
0.50%!
1.00%!
1.50%!
2.00%!
2.50%!
3.00%!
3.50%!
25-34! 35-44! 45-54! 55-64! 65+! 25-34! 35-44! 45-54! 55-64! 65+!
Industry Conversion Rate!
Client Conversion Rate!
3. GET GRANULAR ABOUT CONVERSIONS!
MEN! WOMEN!
REFINE YOUR WEBSITE!
VOICE OF THE CUSTOMER
ANALYTICS QUALITATIVE DATA
HEATMAPS COMPETITIVE REVIEWS
USING QUALITATIVE DATA!
• Run consumer surveys!!
• Analyze marketing reports!!
• Perform user case studies!!
• Record user sessions!
REFINE YOUR WEBSITE!
VOICE OF THE CUSTOMER
ANALYTICS QUALITATIVE DATA
HEATMAPS COMPETITIVE REVIEWS
HOME PAGE COMPARISON!
§ Why should users prefer your website § Who is your target audience? § What are the three main page goals? § Which content should users see first?
§ What is your edge? Growth area? § Which users should you also target? § How effectively are they pushed? § What content should be removed?
BOOKING PAGE COMPARISON!
§ What steps should users complete? § What information are you displaying? § How do you visualize the flow?
§ What is the ideal flow? § When should you display information? § How can the process be more intuitive?
REFINE YOUR WEBSITE!
VOICE OF THE CUSTOMER
ANALYTICS QUALITATIVE DATA
HEATMAPS COMPETITIVE REVIEWS
LOVEHOLIDAYS HOME PAGE!
§ How many visual steps does it take a customer to see your Primary Call to Action? § Are you emphasizing the right content with your visual layout? § Is key content currently being underutilized due to the design?
LOVEHOLIDAYS BOOKINGS PAGE!
REFINE YOUR WEBSITE!
VOICE OF THE CUSTOMER
ANALYTICS QUALITATIVE DATA
HEATMAPS COMPETITIVE REVIEWS
LISTENING TO THE CUSTOMER!
• Read the most used search queries, FAQ pages!!
• Send customer surveys to specific segments!!
• Use Net Promoter Scores or alternate metrics to assess performance by segment, product, or service!!
• Call your customers yourself / shadow customer calls!
Structure Your Optimization Goals
Manage Your Testing Roadmap
Find Your Maximum
VOICE OF THE CUSTOMER
ANALYTICS QUALITATIVE DATA
HEATMAPS COMPETITIVE REVIEWS
BUILD YOUR TESTING ROADMAP!