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Experiments using Google Optimize
How to make the best experience for
your online retail customers
by AJ Davis, founder of...
▪ Learn how to identify impactful changes for your
ecommerce site
▪ Demo how to set these changes as A/B tests using
Googl...
“ Our success at Amazon is a function of
how many experiments we do per year,
per month, per week, per day. 
— Jeff Bezos,...
Expertise in customer data, including:
● Clearhead: Senior Optimization
Director across IR 500 and Fortune
10 brands
● Goo...
Runs Sitleo, an experience optimization
company. We help companies solve their
biggest, boldest, toughest customer
problem...
Customer data
A few definitions
CRO: Conversion rate optimization.
Process of increasing the % of visitors who take a desi...
▪ Learn how to identify impactful changes for your
ecommerce site
▪ Demo how to set these changes as A/B tests using
Googl...
Test what matters
Business goals
Goals are the objectives that help
your business grow.
Ask yourself: What do you need
cus...
Test what matters
Identify opportunities
Opportunities are either problems
standing in the way of achieving your
goals - o...
Test what matters
Lastly, Ideas
Ideas are specifically defined
solutions to the opportunities
we just identified.
For opti...
(1) Goals.
Who are your customers? What do you want them to do?
(2) Opportunities.
What keeps your customers from [your go...
Test what matters
Example 2: Ben Franklin from Square Flower
(1) Goals.
Who are your customers? What do you want them to d...
Do these:
▪ Focus on solving problems
your customers have
▪ Start with simpler tests with
specific, focused changes
▪ Test...
▪ Learn how to identify impactful changes for your
ecommerce site
▪ Demo how to set these changes as A/B tests using
Googl...
A/B Testing
Steps for testing
Step 2
Build your test & QA it to
make sure it works as
expected. Launch it!
Step 1
Form a s...
We should change X because of Y.
Example: We should have one clear CTA on the landing page of
Kawaii Craft Kits.com.
Why? ...
Test what matters
Example 2: Square Flower
We should change X because of Y.
Example: We should change the header text from...
Test what matters
Example 3: Square Flower
We should change X because of Y.
Example: We should move up the brand value pro...
▪ Learn how to identify impactful changes for your
ecommerce site
▪ Demo how to set these changes as A/B tests using
Googl...
Experiments using Google Optimize
An exercise
(1) Partner up!
(2) Intro yourself.
Name, company, your favorite relaxing we...
Experiments using Google Optimize
Discuss It #1
What have you done with testing your
customer experience?
▪ If you haven’t...
Experiments using Google Optimize
Discuss It #2
What are your top 2-3 goals?
▪ What do you want your website/app/product t...
Research methods
Additional tools for CRO
Who are my customers?
▪ Surveys
▪ Interviews
▪ Analytics*
▪ Ethnography
What are...
▪ Get your whole team involved
▪ Recruit from outside your
friends and family circle
Act on some insights other than your
...
Experiments using Google Optimize
Discuss It #2
What problems does your
product/app/website have?
▪ Are these the biggest ...
Experiments using Google Optimize
Discuss It #3
What idea(s) do you have for solving?
▪ Challenge yourself to frame these ...
Thank you!
aj@sitleo.com | @AJDavis_ | AJ Davis on LinkedIn
▪ Do you need help with experimenting on your site?
We’d be happy to work with you!
Connect with AJ & Sitleo in any of the...
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Experiments using Google Optimize: How to make the best experience for your online retail customers Slide 1 Experiments using Google Optimize: How to make the best experience for your online retail customers Slide 2 Experiments using Google Optimize: How to make the best experience for your online retail customers Slide 3 Experiments using Google Optimize: How to make the best experience for your online retail customers Slide 4 Experiments using Google Optimize: How to make the best experience for your online retail customers Slide 5 Experiments using Google Optimize: How to make the best experience for your online retail customers Slide 6 Experiments using Google Optimize: How to make the best experience for your online retail customers Slide 7 Experiments using Google Optimize: How to make the best experience for your online retail customers Slide 8 Experiments using Google Optimize: How to make the best experience for your online retail customers Slide 9 Experiments using Google Optimize: How to make the best experience for your online retail customers Slide 10 Experiments using Google Optimize: How to make the best experience for your online retail customers Slide 11 Experiments using Google Optimize: How to make the best experience for your online retail customers Slide 12 Experiments using Google Optimize: How to make the best experience for your online retail customers Slide 13 Experiments using Google Optimize: How to make the best experience for your online retail customers Slide 14 Experiments using Google Optimize: How to make the best experience for your online retail customers Slide 15 Experiments using Google Optimize: How to make the best experience for your online retail customers Slide 16 Experiments using Google Optimize: How to make the best experience for your online retail customers Slide 17 Experiments using Google Optimize: How to make the best experience for your online retail customers Slide 18 Experiments using Google Optimize: How to make the best experience for your online retail customers Slide 19 Experiments using Google Optimize: How to make the best experience for your online retail customers Slide 20 Experiments using Google Optimize: How to make the best experience for your online retail customers Slide 21 Experiments using Google Optimize: How to make the best experience for your online retail customers Slide 22 Experiments using Google Optimize: How to make the best experience for your online retail customers Slide 23 Experiments using Google Optimize: How to make the best experience for your online retail customers Slide 24 Experiments using Google Optimize: How to make the best experience for your online retail customers Slide 25 Experiments using Google Optimize: How to make the best experience for your online retail customers Slide 26 Experiments using Google Optimize: How to make the best experience for your online retail customers Slide 27 Experiments using Google Optimize: How to make the best experience for your online retail customers Slide 28 Experiments using Google Optimize: How to make the best experience for your online retail customers Slide 29
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ABOUT THE TALK
Google Optimize is the best (and FREE) tool to help you get more orders for your e-commerce business.

Many store owners are using Google Analytics to understand WHAT is happening, but are missing the chance to learn HOW to make the customer experience better. Using Google Optimize, you'll be able to test different experiences against one another to make data-driven decisions about your online retail business.

AJ will show you how easy it is to get started with Google Optimize, as well as some of her favorite tests to run. She'll also show you how to know when you have enough data and how to approach implementing on your site.

--------------------------------
ABOUT THE SPEAKER
AJ Davis is a user advocate and product leader. AJ founded Sitleo after watching companies stumble to understand customer behavior. Sitleo combines user research and A/B testing to identify user problems, make focused changes, and help companies grow. Previously, AJ managed experience optimization for Fortune 500 companies at Clearhead, and she established lean UX practices on several teams at Google.

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Experiments using Google Optimize: How to make the best experience for your online retail customers

  1. 1. Experiments using Google Optimize How to make the best experience for your online retail customers by AJ Davis, founder of Sitleo
  2. 2. ▪ Learn how to identify impactful changes for your ecommerce site ▪ Demo how to set these changes as A/B tests using Google Optimize ▪ Discuss ways you can leverage this for your business Goal: Make data-driven decisions to improve your customer experiences. Agenda What we’ll do today aj@sitleo.com | @AJDavis_ | AJ Davis on LinkedIn
  3. 3. “ Our success at Amazon is a function of how many experiments we do per year, per month, per week, per day.  — Jeff Bezos, CEO at Amazon
  4. 4. Expertise in customer data, including: ● Clearhead: Senior Optimization Director across IR 500 and Fortune 10 brands ● Google: UX Researcher on Google Optimize and other products Background aj@sitleo.com | @AJDavis_ | AJ Davis on LinkedIn
  5. 5. Runs Sitleo, an experience optimization company. We help companies solve their biggest, boldest, toughest customer problems … using highly focused “this not that” testing. Today aj@sitleo.com | @AJDavis_ | AJ Davis on LinkedIn
  6. 6. Customer data A few definitions CRO: Conversion rate optimization. Process of increasing the % of visitors who take a desired action (such as ordering, filling out a form, etc). A/B Testing. Comparing 2 or more versions of a website or app experience to understand which is better. Experiences are shown at random to users. UX: User experience. All interactions with a company, services, and products.
  7. 7. ▪ Learn how to identify impactful changes for your ecommerce site ▪ Demo how to set these changes as A/B tests using Google Optimize ▪ Discuss ways you can leverage this for your business Goal: Make data-driven decisions to improve your customer experiences. Agenda What we’ll do today aj@sitleo.com | @AJDavis_ | AJ Davis on LinkedIn
  8. 8. Test what matters Business goals Goals are the objectives that help your business grow. Ask yourself: What do you need customers to do to achieve your goals? This could be signing up for your newsletter, purchasing from your e-comm store, among others.
  9. 9. Test what matters Identify opportunities Opportunities are either problems standing in the way of achieving your goals - or an unrealized chance to get closer to your goals. Ask yourself: (1) What do your customers need from you that doesn’t currently exist? (2) What do my customers struggle to understand or do with my product/app/website?
  10. 10. Test what matters Lastly, Ideas Ideas are specifically defined solutions to the opportunities we just identified. For optimization, they need to be specific, measureable, and actionable.
  11. 11. (1) Goals. Who are your customers? What do you want them to do? (2) Opportunities. What keeps your customers from [your goal] today? Be specific! (3) Ideas. What can we do about it on your website? Be specific! Test what matters Example 1: Elizabeth Rupp from Kawaii Craft Kits
  12. 12. Test what matters Example 2: Ben Franklin from Square Flower (1) Goals. Who are your customers? What do you want them to do? (2) Opportunities. What keeps your customers from [your goal] today? Be specific! (3) Ideas. What can we do about it on your website? Be specific!
  13. 13. Do these: ▪ Focus on solving problems your customers have ▪ Start with simpler tests with specific, focused changes ▪ Test for at least 2 weeks and until you reach statistical significance A/B testing Pro-tips Avoid these: ▪ Running a test “just because” ▪ Cutting a test short or acting on incomplete data ▪ Testing really complicated ideas (break them down instead!)
  14. 14. ▪ Learn how to identify impactful changes for your ecommerce site ▪ Demo how to set these changes as A/B tests using Google Optimize ▪ Discuss ways you can leverage this for your business Goal: Make data-driven decisions to improve your customer experiences. Agenda What we’ll do today aj@sitleo.com | @AJDavis_ | AJ Davis on LinkedIn
  15. 15. A/B Testing Steps for testing Step 2 Build your test & QA it to make sure it works as expected. Launch it! Step 1 Form a specific idea & write out what you expect to happen. Write a test plan. Step 3 Monitor the data regularly, but don’t end too early! Analyze data for new problems /ideas.
  16. 16. We should change X because of Y. Example: We should have one clear CTA on the landing page of Kawaii Craft Kits.com. Why? Visitors have several choices on the homepage and may have their attention diverted from actions that matter most. Test what matters Example 1: Kawaii Craft Kits
  17. 17. Test what matters Example 2: Square Flower We should change X because of Y. Example: We should change the header text from “30-night trial to call it your own & free returns” to “Guaranteed that you’ll love it - or your money back!” Why? We believe this streamlines the value prop from “30 day trial” and “free returns” to a more common “Guaranteed you’ll love it!”
  18. 18. Test what matters Example 3: Square Flower We should change X because of Y. Example: We should move up the brand value prop on the homepage to below the hero. Why? We believe the value prop sets apart Square Flower, and by having it higher up on the homepage, visitors will be more likely to purchase.
  19. 19. ▪ Learn how to identify impactful changes for your ecommerce site ▪ Demo how to set these changes as A/B tests using Google Optimize ▪ Discuss ways you can leverage this for your business Goal: Make data-driven decisions to improve your customer experiences. Agenda What we’ll do today aj@sitleo.com | @AJDavis_ | AJ Davis on LinkedIn
  20. 20. Experiments using Google Optimize An exercise (1) Partner up! (2) Intro yourself. Name, company, your favorite relaxing weekend activity. (3) Turn back up here
  21. 21. Experiments using Google Optimize Discuss It #1 What have you done with testing your customer experience? ▪ If you haven’t done any testing before, talk about why this might be and what you can do about it.
  22. 22. Experiments using Google Optimize Discuss It #2 What are your top 2-3 goals? ▪ What do you want your website/app/product to do for customers?
  23. 23. Research methods Additional tools for CRO Who are my customers? ▪ Surveys ▪ Interviews ▪ Analytics* ▪ Ethnography What are they doing today for this problem? ▪ Analytics ▪ Surveys ▪ Observation ▪ Interviews Is my solution making things better / easier? ▪ Interviews* ▪ Prototype Test ▪ Usability research ▪ A/B testing aj@sitleo.com | @AJDavis_ | AJ Davis on LinkedIn
  24. 24. ▪ Get your whole team involved ▪ Recruit from outside your friends and family circle Act on some insights other than your own. Research tools Additional tools for sprints aj@sitleo.com | @AJDavis_ | AJ Davis on LinkedIn
  25. 25. Experiments using Google Optimize Discuss It #2 What problems does your product/app/website have? ▪ Are these the biggest / boldest / best problems to work on? ▪ How do you know?
  26. 26. Experiments using Google Optimize Discuss It #3 What idea(s) do you have for solving? ▪ Challenge yourself to frame these ideas: ▫ We should do {a specific change} on {a page or section}. ▫ If we do this, users will do {something measurable} and {our goal will be achieved}
  27. 27. Thank you! aj@sitleo.com | @AJDavis_ | AJ Davis on LinkedIn
  28. 28. ▪ Do you need help with experimenting on your site? We’d be happy to work with you! Connect with AJ & Sitleo in any of these ways: ▫ aj@sitleo.com or info@sitleo.com ▫ Twitter: @AJDavis_ ▫ AJ Davis on LinkedIn | Sitleo on LinkedIn ▫ www.sitleo.com Contacting AJ Need CRO or UX help?

ABOUT THE TALK Google Optimize is the best (and FREE) tool to help you get more orders for your e-commerce business. Many store owners are using Google Analytics to understand WHAT is happening, but are missing the chance to learn HOW to make the customer experience better. Using Google Optimize, you'll be able to test different experiences against one another to make data-driven decisions about your online retail business. AJ will show you how easy it is to get started with Google Optimize, as well as some of her favorite tests to run. She'll also show you how to know when you have enough data and how to approach implementing on your site. -------------------------------- ABOUT THE SPEAKER AJ Davis is a user advocate and product leader. AJ founded Sitleo after watching companies stumble to understand customer behavior. Sitleo combines user research and A/B testing to identify user problems, make focused changes, and help companies grow. Previously, AJ managed experience optimization for Fortune 500 companies at Clearhead, and she established lean UX practices on several teams at Google.

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