Workshop Stanford University - 28th July 2018 on Website Optimization
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The document outlines a presentation by Raj Lal on website optimization, detailing its importance and processes such as analytics, business goals, and customer understanding. It includes case studies illustrating successful website optimization strategies and emphasizes the art of UX reviews and the science of A/B testing. The presentation aims to provide practical guidance on refining websites to enhance user experience and achieve business objectives.
Workshop Stanford University - 28th July 2018 on Website Optimization
- 1. Website Optimization Raj Lal, Founder, prouxreview.com UX Architect, SpaceIQ, Stanford July 28 @iRajLal
- 2. About Me 1. Raj Lal ○ Founder, ProUXReview.com ○ UX Architect SpaceIQ ○ RajLal.com 2. Author ○ Digital Design Essentials ○ And few other books
- 3. 10+ yrs Web UX, Design & Optimization
- 4. Agenda 1. 10:00am - 11:15am: Intro + Overview 2. 11:30am - 12:30pm: Web Analytics Lunch Break 30 minutes 3. 01:00pm - 02:00pm: UX Review + A/B Testing 4. 02:15pm - 03:45pm: Case Study
- 6. What is Website Optimization? A continuous process of refining your website by using Analytics to measure Business goals and meet Customer needs.
- 7. ABC of Website Optimization. A: Analytics B: Business Goals C: Customer
- 8. Example 1: Startup: Vorkspace.com Remote Team Management Software (Pre-beta)
- 11. 10 Sign-up in 1 year 150+ Sign-up 1 year Conversion 1500%+
- 12. Example 2: Obama 2008 Campaign* Website Optimization worth 60 Million Goal: Get more Signups * Optimizely
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- 18. 1 2 3 4
- 19. Which Button and Media do you think had the highest sign-up rate?
- 23. ABC of Website Optimization A: Analytics
- 24. What is Analytics? Collecting and Interpreting meaningful patterns in data.
- 25. How do you collect data? ● Web Analytics ● Heat Maps ● Competitors Analysis ● User Testing
- 26. Adobe Analytics
- 27. Mixpanel
- 28. HEAP
- 29. How do you collect data? ● Web Analytics ● Heat Maps ● Competitors Analysis ● User Testing
- 30. MouseFlow
- 31. Kissmetrics
- 32. How do you collect data? ● Web Analytics ● Heat Maps ● Competitors Analysis ● User Testing
- 33. SimilarWeb
- 34. Alexa
- 35. How else can you find similar websites?
- 36. Competitor’s Website Find top 3 competitors
- 37. How do you collect data? ● Web Analytics ● Heat Maps ● Competitors Analysis ● User Testing
- 38. UserBob.com
- 39. UserTesting.com
- 40. Nielson Norman Group Finding You Are Not the User The False-Consensus Effect https://www.nngroup.com/articles/false-consensus
- 41. How do you interpret data? 1. Identify Bottlenecks/ Hot Areas 2. Find Patterns in data 3. Understand the Customer
- 42. ABC of Website Optimization B: Business Goals
- 43. Goals for your Business ● Completing E-commerce transaction ● Submitting a Contact Us ● Subscribing to a email newsletter ● Viewing a page or a minimum # of pages ● Spending a certain amount of time
- 45. ABC of Website Optimization C: Customer
- 46. Customers 3. Segment Customers 4.Personalization 1. Understand Customer 2. Customer Journey
- 47. Step 1: Understanding the Customers ● Demographics, age, gender, Interests ● Location ● Operating System ● Browsers, Resolution ● Mobile device/ OS
- 48. Step 2: The Customer Journey ● What’s there landing page ● Which website they are coming from ● What their journey in the website look like ● Where are they getting dropped off A-B-C
- 49. Step 3: Segmenting the Customers ● ● ● ● ● ●
- 51. Process of Website Optimization 1. Prioritize your efforts 2. Look for the biggest Impact 3. Least amount of effort 4. Optimize your website 5. Repeat
- 53. Analytics Collecting and Interpreting meaningful patterns in data.
- 54. How do you interpret data? 1. Identify Bottlenecks/ Hot Areas 2. Find Patterns in data 3. Understand the Customer
- 55. Interpret data: Bottlenecks/ Hot Areas ● What’s broken? ● Performance issues ● Mobile Experience ● Find out all the problems in the website ● Hottest sections in the heat maps ● Most clicked links
- 56. Interpret data: Find Patterns
- 57. Elements which affects Analytics
- 58. Analytics Case Study Healing Point Acupuncture Clinic - Palo Alto
- 60. A. B. C.
- 62. Audience > User Flow
- 63. Lot of user coming to the website from all over the world searching for articles • Canada • India • UK • Australia
- 65. User Flow Findings ● 19 out of 69 user who reaches home page goes to schedule an appointment page, but 12 of them drops off. ● 8 people who reaches directly to the appointment page from google, most of them also drops off.
- 71. A. B. C. Analytics: Mouse Flow
- 73. Bottom of the Page What do You See?
- 74. ● Most popular ○ Appointments, then About, then fees ● Lot of users clicking on the address ● Not much activity in the bottom Heat Map Analysis
- 75. Scroll Map 90% of the user stay above the fold, the top section of the home page, marked by red
- 77. Schedule an Appointment Page What’s Wrong?
- 78. A. B. C. Analytics: Competitors Analysis Competitor 1: acupunctureofpaloalto.com Competitor 2: anniewanglac.com
- 80. PROS ● Original High Quality Photo Gallery, with full screen photos ● Testimonial Section ● Faq page for all information related to Acupuncture Cons ● No Schedule an appointment ● No Blog for Search Engine Optimization (SEO) acupunctureofpaloalto.com
- 82. PROS ● Focused – Our Specialty ● Team Photo ● Gallery with HQ original photos ● Awards and Testimonials on the side rail ● Uses https://ehr.unifiedpractice.com for booking CONS ● No one person, a team ● Font size too small anniewanglac.com
- 84. ... results were astonishing After implementing their ideas my revenue increased on 50%!
- 85. The Art and Science of Website optimization UX Reviews A/B Testing
- 86. 3. UX Review The Art of Website Optimization DESIGN REVIEW 1-2-3-4
- 91. 4. A/B Testing The Science of Website Optimization 1-2-3-4
- 92. A/B Testing AB testing is a controlled experiment where two or more variants of a page are shown to users at random, and statistical analysis is used to determine which variation performs better for a given conversion goal.
- 93. A/B Testing
- 94. A/B Testing
- 95. A/B Testing
- 96. A/B Testing
- 97. A/B Testing
- 98. A/B Testing
- 99. Primary Goal for A/B Test ● Increase Conversion rate ● Increase Revenue per Visitor ● Increase Average Order Value ● Increase Average Items / Order ● Decrease Bounce Rates ● Increase Page Views
- 100. What To Test? ● Banner ● Button ● Copy ● Forms and Fields ● Headline ● Images ● Layout ● Navigation ● Pricing ● Promotion or offer ● Video
- 101. How to Decide What To Test? How can I make it easy How do I make You want to go to next step
- 102. If you Visit Optimizely at 3:00 AM
- 103. A/B Testing in 5 steps 1. Define Success 2. Identify Bottlenecks 3. Construct a Hypothesis 4. Prioritize 5. Test
- 106. Thank You Raj Lal, Founder, prouxreview.com UX Architect, SpaceIQ, Stanford July 28
- 107. Case Study Make 3 Groups You are the Website Optimization Expert Team
- 108. Case Study The organizer called you and asked you for IgniterCon.com Website optimization
- 109. Case Study We need to SELL MORE TICKETS! Our Event is in 3 Months
- 110. Case Study Step 1 What Questions you are going to ask him?
- 111. Case Study Step 1 ● What is the main function(s) of your website? ● Do you have any benchmark right now? Number of visitors per month? Number of conversions per month ● Who are your target users? ● Name three other websites, competitors to your business ● Do you have any analytics data?
- 112. Case Study Step 2 Data Analytics
- 113. Case Study Step 2 Login to https://analytics.google.com Username: stanfordwebo@gmail.com Password: Stanford007
- 114. Case Study Step 2 What did you find?
- 115. Case Study Step 3 Competitors
- 116. Case Study: Step 3 Competitors ● Each group Find 1 competitors to the Website ● Jot down Pros and Cons of the Competitor ○ See What is working for them ○ What is not working for them
- 117. Case Study Step 4 Pro UX Review
- 118. Case Study Step 5 A/B Testing
- 119. Case Study Step 5 - Create 5 A/B Tests 1. Create a Test 2. Define Success 3. Identify Bottlenecks 4. Construct a Hypothesis 5. Prioritize
- 120. RECAP ABC of Website Optimization. A: Analytics B: Business Goals C: Customer The Art and Science of Website optimization Art: UX Reviews Science: A/B Testing
- 121. Thank You Raj Lal, Founder, prouxreview.com UX Architect, SpaceIQ, Stanford July 28 @iRajLal View Slides online: https://goo.gl/trX2jC