Building a Testing Roadmap by Hazjier Pourkhalkhali - Optimizely Experience London 2014
7 likes3,651 views
The document outlines the development of a testing roadmap focused on strategic optimization for improving operational management and website performance. It emphasizes setting clear business goals beyond mere conversions, utilizing analytics and qualitative data for insights, and refining website design and messaging. Practical steps include developing a testing process, managing optimization strategies, and leveraging customer feedback for continuous improvement.
Building a Testing Roadmap by Hazjier Pourkhalkhali - Optimizely Experience London 2014
- 1. BUILDING A TESTING ROADMAP! Hazjier Pourkhalkhali! Strategic Optimization Consultant!
- 2. HAZJIER POURKHALKHALI! § Work with clients on:! • Optimization strategy! • Operational management and processes! • Testing best practices! • Industry trends and research! Strategic Optimization Consultant, EMEA
- 3. CREATING AN OPTIMIZATION Structure Your Optimization Goals Manage Your Testing Roadmap Find Your Maximum ROADMAP!
- 4. STRUCTURE YOUR OPTIMIZATION GOALS!
- 5. SET BUSINESS GOALS! • What is the company-wide goal?! ! • How does optimization play a part?! ! • Think beyond conversions!!
- 6. SET BUSINESS GOALS! Conversions Revenue CTR
- 7. THINK BEYOND CONVERSIONS! Revenue Revenue Per Visitor Conversion Rate Visitors Average Order Value
- 8. Revenue Revenue Per Visitor Conversion Rate Length of Funnel Completion Rate Average Order Value Quantity Price Visitors Acquisition Retention
- 9. 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
- 10. MANAGE YOUR TESTING ROADMAP!
- 11. DEVELOP A TESTING PROCESS! Ideate Research Refine Plan & Run Review
- 12. “Any time the Detroit Pistons score 100 points and hold the other team below 100 points, they almost always win.” -Doug Collins, NBA Coach!
- 14. DEVELOP A TESTING PROCESS! Ideate Research Refine Plan & Run Review
- 15. DEVELOP A TESTING PROCESS! Ideate Research Refine Plan & Run Review
- 18. CASE STUDY: ABC FAMILY / DISNEY!
- 20. “We’re going to turn this team around 360 degrees.” -Jason Kidd, NBA Player!
- 21. REFINE YOUR WEBSITE! ANALYTICS QUALITATIVE VOICE OF THE CUSTOMER DATA HEATMAPS COMPETITIVE REVIEWS
- 22. REFINE YOUR WEBSITE! ANALYTICS QUALITATIVE VOICE OF THE CUSTOMER DATA HEATMAPS COMPETITIVE REVIEWS
- 23. 1. USE IN-PAGE ANALYTICS!
- 24. 2. USE FUNNEL VISUALIZATION!
- 25. 3. GET GRANULAR ABOUT CONVERSIONS! 3.50%! 3.00%! 2.50%! 2.00%! 1.50%! 1.00%! 0.50%! 0.00%! Industry Conversion Rate! Client Conversion Rate! 25-34! 35-44! 45-54! 55-64! 65+! 25-34! 35-44! 45-54! 55-64! 65+! MEN! WOMEN!
- 26. REFINE YOUR WEBSITE! ANALYTICS QUALITATIVE VOICE OF THE CUSTOMER DATA HEATMAPS COMPETITIVE REVIEWS
- 27. USING QUALITATIVE DATA! • Run consumer surveys! ! • Analyze marketing reports! ! • Perform user case studies! ! • Record user sessions!
- 28. REFINE YOUR WEBSITE! ANALYTICS QUALITATIVE VOICE OF THE CUSTOMER DATA HEATMAPS COMPETITIVE REVIEWS
- 29. 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?
- 30. 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?
- 31. REFINE YOUR WEBSITE! ANALYTICS QUALITATIVE VOICE OF THE CUSTOMER DATA HEATMAPS COMPETITIVE REVIEWS
- 32. 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?
- 34. REFINE YOUR WEBSITE! ANALYTICS QUALITATIVE VOICE OF THE CUSTOMER DATA HEATMAPS COMPETITIVE REVIEWS
- 35. 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!
- 36. BUILD YOUR TESTING ROADMAP! Structure Your Optimization Goals Manage Your Testing Roadmap Find Your Maximum ANALYTICS QUALITATIVE VOICE O F THE CUSTOMER DATA HEATMAPS COMPETITIVE REVIEWS