Do you know 98% of your website visitors take their business elsewhere? You want to use your website more effectively to generate sales and achieve other business goals. There is an Art and Science to Website Optimization and is increasingly becoming an important field, that marketers and business owners need to know. Website Optimization is a process of converting website visitors into customers, also referred to as Conversion Rate Optimization (CRO). It helps you to learn how to leverage people to use your website, buy your product, use your app, signup for beta, schedule an appointment and more. Raj Lal, the speaker for this event, last client got a 50% increase in their revenue within a week after optimizing their website. Imagine what will you do? Raj will cover topics like: Overview of Website Optimization How to methodically approach optimizing your website for conversion Start impacting your bottom line Four main aspect of Website Optimization: Mine information from Google Analytics to understand data, user and devices Analyze competitors Heuristically Review Website for Usability A/B test your key content

1. The Art and Science of
Website Optimization
Raj Lal, UX Architect SpaceIQ, Founder, prouxreview.com
Promeets, Santa Clara. 29th March 2018
@iRajLal

2. What is Website Optimization?

3. Website Optimization.
A continuous process of refining your
website by using Analytics to measure
Business goals and meet Customer needs.

4. ABC of Website Optimization.
A: Analytics
B: Business Goals
C: Customer
Using Analytics to measure Business goals and meet Customer needs.

5. Example: Vorkspace.com

6. Website: Vorkspace.com

8. 10 Sign-up in
1 year
150+ Sign-up in
1 year
Conversion
1500%+

9. ANALYTICS
A-B-C

10. What is Analytics?
Collecting and Interpreting meaningful patterns in
data.
A-B-C

11. How do you collect Data?
● Web Analytics, Google, Adobe, MixPanel, HEAP
● Heat Maps - MouseFlow, KissMetrics
● Competitors Analysis - SimilarWeb, Alexa
● User Testing - UserBob.com, UserTesting
A-B-C

12. How do you interpret data?
1. Bottlenecks
2. Find Patterns in data
3. Understand the Customer
A-B-C

13. INTERPRET data: Bottlenecks
● What’s broken?
● Performance issues
● Mobile Experience
● Find out all the problems in the website
● Hottest sections in the heat maps
● Most clicked links
A-B-C

14. Events
Unique Visitor
Visits/ Session
Pageviews
A-B-C
INTERPRET data: Find Patterns

15. Careful about Elements which affects Analytics
Subdomains
Shopping Carts, third party
IFrames
Embedded Widget
Ajax
Media
Map
A-B-C

16. BUSINESS GOALS
What’s Your KPI?
A-B-C

17. 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
A-B-C

18. Measure Business Goals
Setup a Funnel
○ Event at the last page of ecommerce
○ Thank You for subscription page
○ Thank you for contacting us page
○ Getting to a Result page
A-B-C

19. Analytics Case Study
Healing Point Acupuncture Clinic - Palo Alto

21. A.B.C
Analytics: Google analytics, MouseFlow, Competitor
Business Goal: Visitor Schedules Appointment
Customer: 40+ Male/ Female, local to Bay Area

22. A.B.C
Analytics: Google analytics

23. Lot of user coming to the website from all over the world searching for
articles
• Canada
• India
• UK
• Australia

24. 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.

26. More than 50% of the
user come from mobile
devices

27. Browser & OS

28. More than 50% of the
user come from mobile
devices
Browser and OS for Mobile Device

29. A.B.C
Analytics: Mouse Flow

31. Bottom of the Page

32. ● Most popular Appointments, then About and then fees
● Lot of users trying to click on the address on the image at
the top
● Not much activity in the bottom of the page
Heat Map Home page analysis

33. Scroll Map
90% of the user stay
above the fold, the top
section of the home
page, marked by red
below

34. Heat Map for Mobile
What do you see?

35. Schedule an
Appointment Page
What’s Wrong?

36. A.B.C
Analytics: Competitors Analysis
Competitor 1: acupunctureofpaloalto.com
Competitor 2: anniewanglac.com

38. PROS
● Original High Quality Photo Gallery, with full screen photos
● Testimonial Section
● Faq page for all information related to Acupuncture Cons
CONS
● No Schedule an appointment
● No Blog for Search Engine Optimization (SEO)

40. 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

42. ... results were astonishing... They
found few very fundamental mistakes and give a
suggestion about positioning most important
information on the page.
After implementing their ideas
my revenue increased on
50%!
Website has cleaner look and my customers always
compliment me how easy to use it.

43. CUSTOMER
A-B-C

44. Step 1: Understanding the Customers
● Demographics, age, gender, Interests
● Location
● Operating System
● Browsers, Resolution
● Mobile device/ OS
A-B-C

45. Step 2: Understanding 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

46. Step 3: Segmenting the Customers
● Segment visitor based on demographic
● Segmenting members from non-members
● Segmenting customers from non-customers
● Tracking customers through a campaigns
● Segment Customer based on loyalty
● Segment Customer based on Buying intent,
behavior, Personas

47. Step 4: Personalization
● Categorize Content
● Measuring visitor lifetime value
● Channeling different contents for different
visitors

48. Process of Website
Optimization

49. 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
A-B-C

50. The Art of Website
Optimization
DESIGN REVIEW
Art & Science

51. Review every
Important page for
Design Guidelines

52. Review
Navigation

53. Review
Design
Elements

54. Review
Standard UI
Elements

55. The Science behind Website
Optimization
Art & Science
A/B TESTING

56. 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.

57. A/B Testing

58. A/B Testing

59. A/B Testing

60. A/B Testing

61. 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

62. What To Test?
● Banner
● Button
● Copy
● Forms and Fields
● Headline
● Images
● Layout
● Navigation
● Pricing
● Promotion or offer
● Video

63. How to Decide What To Test?
How can I make
it easy
How do I make You
want to go to next
step

64. If you Visit Optimizely at 3:00 AM

65. A/B Testing
Optimizely Demo

66. Case Study: rammer.ai
Workshop

67. 1. Competitor Analysis
2. Web analytics
3. Heat Maps
4. Usability Review
5. A/B Testing
Workshop

68. Thank You
Raj Lal
The Art and Science of Website Optimization
Promeets, Santa Clara. 29th March 2018
@iRajLal