BUILDING A STRATEGIC ROADMAP FOR WEBSITE OPTIMIZATION

Transcription

1 BUILDING A STRATEGIC ROADMAP FOR WEBSITE OPTIMIZATION Common Obstacles and How to Overcome Them Brooks Bell & ClickTale Webinar

2 Housekeeping Q&A at the end Slides and Recording will be sent in a few days Send Questions via Chat /Questions Window

3 Presenters Michal Harel Director of Consulting Services Group ClickTale Jenni Bruckman Senior Client Manager Brooks Bell 3

4 Agenda 1. Introduction 2. Facilitating change using ROI 3. Managing website optimization changes 4. Managing testing practices 5. Common obstacles and how to overcome them 6. Q&A 4

5 Enterprise-class SaaS Easy to deploy, scalable to millions of visitors and compatible with any website infrastructure. Qualitative & Quantitative Accurately diagnose issues by seeing the full picture. Integrated Ecosystem Enhance the value of your entire marketing ecosystem by easily integrating with all major optimization, VOC and analytics tools. Professional Consulting Achieve your business goals with our dedicated industry experts and powerful psychological insights into customer behavior. 5

6 Optimize Customer Experience Deliver better online customer experience econsultancy/adobe: 44% of marketers see CX as the primary differentiator Keep up with industry trend 6

7 Facilitating change using ROI Resources are limited Web optimization opportunities are unlimited 7

8 Managing Change in Parallel Identify your changes by type How influential is each particular change to your business goals? 8

9 Quick win example Eliminate customer experience struggle 9

10 Strategic change example Abandoned Form 72% Landed on form 28% Interacted with form 10

11 Managing Change in Parallel Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Short term quick wins (Technical, UX) Long term roadmap (Strategic web changes) 11

12 Brooks Bell The premier firm focused exclusively on enterprise-level A/B testing, targeting and personalization services. SOME OF OUR CLIENTS

13 A/B Testing is an Important Part of Optimization A/B testing is a simple idea we compare performance of website elements or designs. But it quickly becomes complicated and these questions emerge: Which test should we launch first? How do we prevent tests from interfering with one another? What part of the site should we optimize? What do we do once a test is complete? 13

14 What is a Strategic Roadmap? A powerful planning tool that not only outlines a testing program s direction, but also drives the program forward. Why is it important to establish one? It helps think proactively, not re-actively It ensures decisions are being made based upon data, not opinion It helps build on successes and learnings to make a significant and lasting impact It helps move toward a clear goal It connects website testing to other areas It holds the testing team to a schedule It creates momentum for the testing program 14

15 Common Obstacles and How to Overcome Them Lack of Cultural Buy-In Distrust in the Data Seeking Feedback Too Late Misaligned Goals and Areas of Focus 15

16 1 Lack of Cultural Buy-In Fighting opinions from strong-willed product owners and executives who often resist cultural change. Opening a dialogue is the first step to tackling this challenge. Storytelling, training and communication are all ways for people to start understanding and buying into testing. 16

17 1 Lack of Cultural Buy-In Solutions: Relationships Create a success story Often it takes one big success for the excitement for testing to spread. It s an opportunity to socialize the positive experience and build demand. Empower Product Owners 17

18 1 Web Optimization ROI Average order value 192,691 Conversion rate (visitors completing AIP form) 35.6% Visitors arriving to a specific page annually 93,282 Improvement in visitors arriving to form Conservative estimate of improvement in visitors arriving to form Improvement in visitors starting the form Potential monthly monetary improvement 2.0% (assuming that these visitors are less motivated) 2.0% * 5% = 0.1% 93,282* 0.1% = ,691 *93*35.6%= 6,357K 18

19 2 Distrust in the Data We see this again and again People doubt the data and need confirmation that test results are indeed accurate. To move to the next stop on the roadmap, data from previous tests must be confirmed and agreed upon internally. 19

20 2 Distrust in the Data Case Study: Leading toy retailer 27-variant multivariate test 25 of the 27 were winners Re-testing because It seems too good to be true 20

21 2 Distrust in the Data Solutions: Get it right Speak truthfully A/A test Discuss significance 21

22 3 Distrust in the Data Control Test Click Checkout Shopping Cart Actual Checkout Click Checkout Shopping Cart Actual Checkout MVT Tool showed the test was performing better But why? 22

23 3 Cart page Distrust in the Data Converted Not Converted Customers who did not reach Checkout interacted with the VIPeak banner 23

24 3 Cart page Distrust in the Data Original Changed Banner Position Switching CTA with VIPeak banner increased interaction with CTA and decreased interaction with banner 24

25 3 Seeking Feedback Too Late Many companies save testing for the final phase of development. If a test uncovers major problems, then they have to go back to the drawing board or ship as-is and hope for the best. This is a huge suck of time and resources, and can be avoided. 25

26 3 Seeking Feedback Too Late Case Study: Redesigned mobile for usability it even won an award! Rolled out before holiday and saw a drop in conversion Tested out of it 26

27 3 Seeking Feedback Too Late Solutions: Test before development is complete JavaScript development is a great way to efficiently prove value before investing in full back-end development think of it as pencil before pen 27

28 4 Misaligned Goals and Areas of Focus Individuals focusing on personal goals that aren t aligned with the overall company goal or the bottom line. Reactionary decisions. 28

29 4 Misaligned Goals and Areas of Focus Case Study: Jeans retailer Changed everything in checkout flow Nobody cares about secondary metrics if the primary metric wins. When the primary metric is flat or loses, everyone cares about secondary metrics. Follow up with a more isolated test 29

30 4 Misaligned Goals and Areas of Focus Revenue in Millions 2014 Goal Attainment Waterfall Solutions: Align on goals for testing Create a Goal Attainment Waterfall to prioritize tests 30

31 4 Misaligned Goals and Areas of Focus Canadian Telecom Clients were struggling to log out No impact on ROI 31

32 Summary Lack of Cultural Buy-In Create a Success Story Distrust in the Data Speak with Trust and Discuss Significance Seeking Feedback too Late Test Before Development is Complete Misaligned Goals and Areas of Focus Align on Goals 32

33 Summary Manage two roadmaps is a MUST Consider business goals, KPI s and resources when creating the plan Short term plan flexible 33

34 34 Q&A