Website testing & optimization framework & results
Download as PPTX, PDF1 like247 views
This document outlines a framework for website testing and optimization. It discusses: 1. Creating a baseline of website visitor engagement by implementing analytics tools and redesigning the website interface. 2. Entering a second phase of optimization focused on improving conversions by detailing a testing taxonomy, executing tests, and measuring results. 3. The framework categorizes website elements that can be tested such as content, images, modules, and calls to action. It provides examples of attributes that can be varied for each element.
Website testing & optimization framework & results
- 1. Sumo Logic Framework & Journey of Website Testing/Optimization Saad Hameed & Jithesh Ambalapad Marketing, Operations, Analytics & technology team
- 2. LinkedIn: http://j.mp/SaadHameed Twitter: @SaadVirtus https://twitter.com/SaadVirtus
- 4. ○ Improve Navigation (IA) ○ Align Messaging ○ Improve Bounce Rate Website Journey Phase 1: Create Baseline of Web Visitor Engagement
- 5. ○ Build taxonomy & foundational tools to measure & optimize • Google Tag Manager • Google Analytics • User Testing • Optimizely • CrazyEgg ○ Website Redesign & Continuous Improvement • Major revamp of our website UI/UX • Updated Content/Messaging The How of Improving Baseline Engagement for Website
- 6. Sumologic.com Site Pre-Phase 1 (Aug 2015) https://web.archive.org/web/20160405124254/https://www.sumologic.com/
- 7. Sumologic.com Post-Phase 1 Refreshes: May 2016 https://web.archive.org/web/20150814044927/https://www.sumologic.com/
- 8. • Results ○ Continued refreshes improved Bounce Rates from 65% to 40% ○ Improved free conversions + 10% ○ Improved Alexa Ranking (15% Improvement) Nov 2015 May 2016 Results From The Phase 1 Refresh
- 9. ○ Ongoing major initiative to optimize for engagement and conversion ○ Started with detailing a testing framework ○ Framework and testing is geared towards • Improving Conversion • Improving Engagement Journey Phase 2: Web Optimization to Improve Conversions
- 10. Improve Conversions & Engagement: • Platinum (Free/Trial, Contact Us, Click to chat) • Gold (Platinum + Gated content resources) • Silver (Gold + Non-Gated content resources) Define the different elements that we would need to test and have a categorization (A/B Testing taxonomy) Detailing out test stories, execute the tests, measure, & communicate Why? Why to test What? What do we need to test How? Process to test The Why, What, and How of Web Optimization & Testing
- 11. Information Architecture Content ● Components ○ Main Navigation ○ Utility Navigation ○ Footer ● Attributes ○ Size ○ Position ○ Verbiage Images Content Modules Call to ActionsOffers ● Components ○ Spotlight ○ Logos ○ Icons ○ Product ● Attributes ○ Size ○ Position ○ Image types (Human /Product) ● Components ○ Company Pitch ○ Product Pitch ○ Product Validators ○ Product Demos ○ Product Benefit ○ Customer Testimonial ○ Customer Logos ○ Pricing ● Attributes ○ Tone ○ Voice ○ Size ○ Position ● Components ○ Gated ○ Non-Gated ● Attributes ○ Title ○ Type (Blog, Podcast, video, PDF, etc.) ○ Perceived Value of offer ○ Relevance to phase in buyer lifecycle ● Components ○ Free CTA ○ Video CTA ○ Download ● Attributes ○ Size ○ Position ○ Action/Verbiage ○ Color ○ Font ○ Image Web Optimization & Testing Framework
- 12. Information Architecture ● Components ○ Main Navigation ○ Utility Navigation ○ Footer ● Attributes ○ Size ○ Position ○ Verbiage Size Position Verbiage Main Nav Large or Small Change Position Nav Item Verbiage Utility Nav Large or Small Top or Next to Main Item Verbiage Footer Fat footer or Thin Footer Left or Center Item Verbiage How to Leverage the Framework? Example:
- 13. • Definition and detailing of “What” becomes the essence of testing ideas • Map the ideas based on Impact to business & Ease of implementation • Prioritize and execute ideas • Document & take action on Results Creating a Funnel for Web Optimization & Testing Experiments
- 14. Ease of Implementation BusinessImpact ● New Offers ● Nav position ● Related content position ● Offers A/B testing with Audience data ● Contact us position ● Footer Link sizes ● Media download positioning ● Positioning of Share button ● Link out positioning for external references ● Position of Mobile nav ● Enable/Disable link to product demo ● Elevator pitch message ● Hide/enable related links ● Multivariate Testing with customer quotes ● Spotlight size ● Demo Multi page ● CTA positioning ● Nav element positioning ● Free CTA ● Nav text verbiage ● Login position High Medium Low Low (Hard) Medium High (easy) THIS IS A SAMPLE NOT ACTUAL IDEAS How to Prioritize the Web Optimization & Testing Experiments?
- 15. Example of Web Experiment Test Click and Conversion rate when button verbiage is changed
- 16. Example of Web Experiment
- 18. The How (Process) of Web Optimization & Testing