conversion optimization workshop
TRANSCRIPT
Conversion Optimization
Workshop
Lev TatarovStrategy Consultant
AgendaSetting the right goals
Hypothesis building workshop
AgendaSetting the right goals
Hypothesis building workshop
Company Metric
Revenue
Business Unit
Subscriptions
Optimization Goals Visits to
subscription page
Experiment Goals
Clicks on “subscribe” button
Step
45%30%
10%
65%90%
70%
40%40%
40%
20%25%
15%30%
50%
15%
HomepageCategory
PageProduct
PageShoppingCart Page
CheckoutPage
Payment Page
Step
45%30%
10%
65%90%
70%Completion
HomepageCategory
PageProduct
PageShoppingCart Page
CheckoutPage
Payment Page
Step
40%40%
40%
20%
5%25%
Divergence
HomepageCategory
PageProduct
PageShoppingCart Page
CheckoutPage
Payment Page
Step
15%30%
50%
15%Exit Rate
HomepageCategory
PageProduct
PageShoppingCart Page
CheckoutPage
Payment Page
Step
45%30%
10%
65%90%
70%
40%40%
40%
20%25%
15%30%
50%
15%Exit Rate
Divergence
Completion
HomepageCategory
PageProduct
PageShoppingCart Page
CheckoutPage
Payment Page
Step
Primary /SecondaryGoals
MonitoringGoals
HomepageCategory
PageProduct
PageShoppingCart Page
CheckoutPage
Payment Page
Product Page Views
Category page views
Searches submitted
Product views Subcategory
page views Filter use Searches
Add-to-Cart Quantity
selection More info Tabs
Continue clicks
Checkout page views
Payment type chosen
All Checkout Funnel Steps
Payment page views
Conversion rate
Conversion rate
Payment type
Search bar opened
Top menu clicks
Home page clicks
Menu interactions
Searches submitted
Home page clicks
Menu interactions
Searches submitted
Home page clicks
Back button clicks
Shopping cart page views
Home page clicks
Return to previous page
Edit address, information
Error rate
AgendaSetting the right goals
Hypothesis building workshop
Explorative
“We have a few images we would like to test for our new campaign banner to see which one drives the most clicks”
Declarative
“We notice that only 37% of users who add an item to the shopping-cart, actually checks the cart out. We believe that if we decrease the number of steps, we can drive move cart checkouts”
Explorative vs Declarative Testing
Problem Solution Result
A great hypothesis begins with the problem, NOT the solution!
• Enables a strong ideation process
• Enforces meaningful reasoning
• Drives focus
• Frames your ideas in a repeatable way
Why is a strong hypothesis important?
Problem
Company goal
Test Test Test
Problem
Test Test Test
Time
Discover 5-10 problems for your users
Group problems by themes
Prioritize most important problems
Problem Solution Result
Select 1-2 themes
Design 5-10 solutions per theme
Select 2-3 preferred solutions
Primary Goals:What do you
seek to impact immediately
Secondary Goals:What would
you like to impact, but do not have to
Monitoring Goals:What are
metrics you want to track
Exercise: Build Powerful Hypotheses