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Define Testing Goals that Influence Conversion

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Define Testing Goals That Influence Conversion An Optimizely Online Workshop Strategy Consultant: Khattaab Khan August 26th, 2015


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Housekeeping • Recording • Slide Deck • Workshop Summary • Note-taking is encouraged!


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Why a workshop? • Take testing concepts and make them practical • Teach someone else • Participation!


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Poll: What vertical are you in?


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Poll: How long have you been testing?


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Question: What value do you see in Optimizely? Provide your answer in the question box


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Agenda Goal Alignment: Align company objectives with experiment goals Goal Breakdown: Divide KPIs into unit level goals Goal Mapping: Develop strategies and tactics to reach those goals Goal Setup: Translate those goals into Optimizely


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Goal Alignment 1. Identify the KPIs that you aim to influence through testing 2. Define goals in Optimizely that will measure them


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Goal Alignment Company Metric Increase revenue Business Unit Improve RPV Optimization Goals Increase AOV Experiment Goals Average Quantity


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Goal Alignment Company Metric Ad Revenue Business Unit CPM Optimization Goals Ad Viewability Experiment Goals Content Recirculation


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Agenda Goal Alignment: Align company objectives with experiment goals Goal Breakdown: Divide KPIs into unit level goals Goal Mapping: Develop strategies and tactics to reach those goals Goal Setup: Translate those goals into Optimizely


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Goal Breakdown


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Goal Breakdown


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Goal Breakdown


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Goal Breakdown


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Common Goals by Vertical E-commerce/Retail • AOV • Search/sort/filter • Scroll depth • Social shares • Add to cart • User registration • Lead quality Travel/Hospitality • AOV • Purchase conversions • Search/sort/filter • Ancillary (upsell) • User registration • Lead quality B2B/Lead Gen • Form completions (lead capture) • Offline conversion • Pageviews/funnel • Downloads • User registration • Lead quality Media/Publishing • Pageviews + video views per session • Time on page/site • Scroll depth • Lifetime value • Ad viewability • Social shares • User registration • Lead quality


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Common Goals by Vertical E-commerce/Retail • AOV • Search/sort/filter • Scroll depth • Social shares • Add to cart • User registration • Lead quality Travel/Hospitality • AOV • Purchase conversions • Search/sort/filter • Ancillary (upsell) • User registration • Lead quality B2B/Lead Gen • Form completions (lead capture) • Offline conversion • Pageviews/funnel • Downloads • User registration • Lead quality Media/Publishing • Pageviews + video views per session • Time on page/site • Scroll depth • Lifetime value • Ad viewability • Social shares • User registration • Lead quality


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Agenda Goal Alignment: Align company objectives with experiment goals Goal Breakdown: Divide KPIs into unit level goals Goal Mapping: Develop strategies and tactics to reach those goals Goal Setup: Translate those goals into Optimizely


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Business KPIs Revenue per visitor ‣Purchase conversions (online) ‣Individual ‣Subscription bundles ‣Purchase conversions (offline) ‣Brand awareness Qualified leads ‣Free subscription trial ‣Member-sourced lead generation ‣Referral program: $20 incentive ‣Customer reengagement ‣Blog ‣Email newsletter


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Goal Breakdown


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Average Quantity Goals Strategies Offer Incentives Promote Value Props invite friends, Promo$20 get codes Tactics Guarantee, Trust & Awards, security Certifications Bundled Bundle & products Save discounts Add, remove, more info on Product other discovery products Free shipping w/ $XX cart on orders value over $50 Easy friction Low to add bundlescart add to and quantity experience


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Activity Two: Provide your answer in the question box 1. One more strategy to increase Average Quantity 2. Two tactics associated with that strategy


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Agenda Goal Alignment: Align company objectives with experiment goals Goal Breakdown: Divide KPIs into unit level goals Goal Mapping: Develop strategies and tactics to reach those goals Goal Setup: Translate those goals into Optimizely


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Goal Setup Three types of goals in Optimizely Click Pageview Custom Event


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Goal Alignment Company Metric Increase revenue Business Unit Improve RPV Optimization Goals Increase AOV Experiment Goals Average Quantity


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Goal Breakdown


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Goal Breakdown +0.8


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Goal Breakdown +$20 +0.8


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Goal Breakdown +$0.4 +$20 +0.8


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Goal Breakdown +$0.4 +$20 +0.8 +$800,000


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To the Optiverse! • Workshop Summary • Slide Deck • Recording • Goal Creation Worksheet • Teach someone!


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Question & Answer Maybe some supplementary text.


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To the Optiverse! • Workshop Summary • Slide Deck • Recording • Goal Creation Worksheet • Teach someone!


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