A website can be an extremely effective tool for generating sales and achieving other business goals. But that assumes you’ve “optimized” your website—that you’ve learned the techniques that will let you effectively convert website visitors into customers, whether that means buying a product, downloading your app, signing up for a beta, or scheduling an appointment. There is an art and a science to optimizing your website—or what’s sometimes called Conversion Rate Optimization (CRO)—that can be tremendously useful for marketers, executives, and business owners. This one-day workshop will provide a concise and practical overview of optimization techniques, focusing on four key subjects: mining information from Google Analytics to understand data, users, and devices; analyzing competitors; heuristically reviewing your website for usability; and A/B testing your key content for conversion. Once you have this information you will be able to optimize the layout and remove the bottlenecks in your website that may be preventing your visitors from converting into customers. You will learn how to leverage the data to create a better user flow in your website and use the test-driven framework to continuously improve your website, acquire more customers, and increase your revenue.
https://continuingstudies.stanford.edu/courses/professional-and-personal-development/an-introduction-to-website-optimization-increase-roi-and-acquire-more-customers/20174_WSP-38
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
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
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
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
63. Lot of user coming to the website from all over the world searching for
articles
• Canada
• India
• UK
• Australia
64.
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.
78. A. B. C.
Analytics: Competitors Analysis
Competitor 1: acupunctureofpaloalto.com
Competitor 2: anniewanglac.com
79.
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
81.
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
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.
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
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?
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
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