This presentation was given at the Optimizely Experience Munich 2015: In this presentation you will learn: - How to use analytics to find weaknesses on your website - How to align these areas for optimization with your company goals - How to incorporate these goals into a detailed testing plan This is relevant for: Digital Marketing Product Management User Experience Web Analytics E-Commerce Sign up here for a free Optimizely account: https://www.optimizely.com/ Learn more about how other companies use Optimizely to boost revenue online: https://blog.optimizely.com/ https://blog.optimizely.de/

1. Boosting Your Online Revenue
Hazjier Pourkhalkhali
Senior Strategy Consultant, Optimizely

2. u Help clients develop comprehensive
CRO strategy
u Advise on best practices in
Optimization Management
u Problem solve complex optimization
challenges
Hazjier Pourkhalkhali
Senior Strategy Consultant
@Hazjier

3. 1 Understand Your
Revenue Levers
3 Build Powerful
Hypotheses
2 Develop a CRO
Strategy

4. 1 Understand Your
Revenue Levers
3 Build Powerful
Hypotheses
2 Develop a CRO
Strategy

5. Increase revenuesCompany Metric
Improve RPVBusiness Unit
Increase AOVOptimization
Goals
Raise CTR on
Suggested Items
Experiment
Goals

6. User acquisition:
1.5m
User retention
33%
Add-to-Cart:
4.00%
Cart Checkout:
50.0%
Average
quantity:
2.00
Average per unit
price:
£25.00
Average Order
Value:
£50.00
Conversion Rate:
2.00%
Revenue Per
Visitor:
£1.00
Visitors:
2.0m
Revenue:
£2.0m
Digital Commerce

7. Revenue
Customer
Lifetime
Value
Customer
Lifetime
Feature
Usage
Net
Retention
Monthly
Revenue
Initial Deal
Size
Net
Expansion
One-Time
Upsells
Customers
Users
User
Acquisition
User
Retention
Conversion
Rate
# of Steps
Avg.
Completion
% / Step
SaaS / Subscription-Based Companies

8. Homepage
Category
Page
Product Page
Shopping
Basket
Shipping
Details
Payment
Page
Conversions
44% 42%
8%
52%
87%
81%
41%
31%
44%
32%
11%
12%
15%
27%
48%
16%
7%
Homepage to
Category
Category to
Product
Product to Basket Basket to Shipping Shipping to
Payments
Payments to
Conversion
100% 44% 26% 7% 5% 4% 3%
Continue
down funnel
Visit different
page
Exit website
Where should you spend your efforts?

9. 1 Understand Your
Revenue Levers
3 Build Powerful
Hypotheses
2 Develop a CRO
Strategy

10. User
Acquisition:
1.5m
User
Retention:
33%
Add-to-Cart:
4.00%
Average
Completion
Rate
Average
Quantity:
2.00
Average Price
Per Unit:
€25.00
Average
Order Value:
€50.0
Conversion
Rate:
2.00%
Revenue Per
Visitor:
€1.00
Visitors:
2.0m
Revenue:
€2.0m
Cart Checkout
Rate:
50.00%

11. Goals
Strategies
Tactics
Cart Checkout
Rate
Wording /
messaging
Location /
size
Design /
color /
icono-
graphy
Establish a
visual
hierarchy
Remove
non-critical
content
Limit
number of
choices
Select/
target the
right USP’s
Refine the
messaging
Crystallize
visually
Clear and
consistent
UI
Structure,
naming,
and order
of sections
Describe
visually
Test ideal
product
visuals
Use the
right
review
systems
Descriptions
Reviews
Images
Emphasize the
Primary Call
to Action
Minimize
Distractions
Communicate
Unique Selling
Points
Design
Intuitive
Navigation
Market
Products
Effectively
Build a Sense
of Urgency
Show
quantity
left
Push
temporary
offers
Promote
buying
before set
times

12. Goals
Strategies
Tactics
Cart Checkout
Rate
Wording /
messaging
Location /
size
Design /
color /
icono-
graphy
Establish a
visual
hierarchy
Remove
non-critical
content
Limit
number of
choices
Select/
target the
right USP’s
Refine the
messaging
Crystallize
visually
Clear and
consistent
UI
Structure,
naming,
and order
of sections
Describe
visually
Test ideal
product
visuals
Use the
right
review
systems
Descriptions
Reviews
Images
Emphasize the
Primary Call
to Action
Minimize
Distractions
Communicate
Unique Selling
Points
Design
Intuitive
Navigation
Market
Products
Effectively
Build a Sense
of Urgency
Show
quantity
left
Push
temporary
offers
Promote
buying
before set
times

13. Emphasize the Primary Call to Action:
Location / Size
+20%
Mobile Shares

14. Minimize Distractions:
Remove Non-Critical Content
+14%
Revenue Per
Visitor

15. Emphasize the Primary Call to Action:
Wording / Messaging

16. Emphasize the Primary Call to Action:
Wording / Messaging
+29%
CTR
-­3%
CTR
-­10%
CTR
Original
30.5% CTR

17. 1 Understand Your
Revenue Levers
3 Build Powerful
Hypotheses
2 Develop a CRO
Strategy

18. Case Study: Obama Contribute Form

19. Unregistered
Users
Registered
Users
Returning
Donors
0.0%
+2.3%
-27.8%
+15.2%
+8.5%
0.0%
+27.8%
N/A
-24.6%
+2.9%
0.0%
+16.3%
N/A
+11.9%
+18.4%

22. § Page overly emphasizes
price
§ Product benefits are
understated
§ Call to Action below fold
Problem Solution Result
§ Reduce size of price
§ Highlight discounts
§ Add product visuals
§ Duplicate CTA at top of
page
§ Increase Conversion Rate
§ Increase Conversion Rate
§ Increase CTR to checkout
Build powerful hypotheses

23. Thank You!
Hazjier Pourkhalkhali
Senior Strategy Consultant, Optimizely
@Hazjier