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Harnessing the Value of User Experience Optimization Testing
2014 Total User Experience Design Summit Diana Silva
Building A UX Best Practices Culture Optimization Testing Case Study Key Takeaways Q & A
Agenda
Winning together Aligned Goals and Key Performance Indicators (KPIs) Product managers, UX, content and optimization
resources on the same team
Learning together Optimization Testing Show and shares Inspiring sites/Hot technology Search Engine Optimization (SEO)
Building a UX Best Practices Culture
Solve for business problem and goals Empower/encourage creativity Evaluate best practices Evaluate competitors Inspirational sites, don’t have to be in your
vertical How addressing mobile?
Translating Creative Brief Process to Business Wins
Usability testing Focus groups Existing metrics Industry best practices Optimization testing
Utilizing Customer Data To Inform Design
Optimization Testing Case Study
WebEx.com Redesign
Where We Started
Navigation Optimization Testing
Home Page Test
Conversions (Freemium, Buys, Sales)
Exit rate Percentage of page viewed
Navigation menu interaction
Click-through rate
Percentage time on page
Home Page Primary Success Metrics
What Did We Track? Long Story
Tracked Features Tracking Method
Signup free, buy, contact sales T&T, Sitecatalyst
Text to my phone clicks Sitecatalyst
Host & Attend Sitecatalyst
Meet online (Where do you want to start – dropdown)
Sitecatalyst
Learn More CTAs T&T, Sitecatalyst
WebEx products links, Compare Plans Sitecatalyst
What Did We Track? Video
Tracked Features Tracking Method
Signup free, buy, contact sales
T&T, Sitecatalyst
Text to my phone clicks Sitecatalyst
Host & Attend Sitecatalyst
Add Call Me Sitecatalyst
Learn More CTAs T&T, Sitecatalyst
Where do you want to start CTAs
Sitecatalyst
Play/pause (video) Sitecatalyst
What Did We Track? Parallax
Tracked Features Tracking MethodSignup free, buy, contact sales
T&T, Sitecatalyst
Text to my phone clicks, email me link
Sitecatalyst
Host & Attend SitecatalystAdd Call Me SitecatalystLearn More CTAs T&T, SitecatalystWhere do you want to start CTAs
Sitecatalyst
Help choosing: Contact Sales, Compare Products
Sitecatalyst
See Call Me in action clicks
Sitecatalyst
What Did We Learn? Buy CTA Clicks
6/28 - 7/21
Control Long Story
Video Parallax-28.56%
-25.04%-24.98%
What Did We Learn? Buy Step 1
6/28 - 7/21
Control
Long Story
Video
Parallax
2.41%
-4.69%
6.23%
What Did We Learn? Buy Conversions
6/28 - 7/21
Control
Long Story
Video
Parallax
-3.07%
-5.35%
-2.31%
What Did We Learn? Free Conversions
6/28 - 7/21
Control
Long Story
Video
Parallax
-28.14%
-3.81%
-8.08%
What Did We Learn? Buy Conversions – AOV, RPV,
AOV 6/28- 7/21
Control Long Story
Video Parallax
RPV 6/28 - 7/21
Winning Experience SummaryMetric Winning ExperienceFree CTA clicks ControlFree Signup Conversions Control
Buy CTA clicks ControlBuy Step 1 ParallaxBuy Conversions Inconclusive
AOV, RPV, Total Sales ParallaxCompare Plans ParallaxContact Sales clicks (Global Nav) Parallax
Contact Sales Step 1 ControlContact Sales Success Parallax
Home Page Bake Off Test – Round 2 Winning elements were added to video and long story
Product Pages FAQs About Us
What We Didn’t Test
Before and Now – Home Page
Before and Now – Meetings Product Page
Before and Now – Meeting Center Product Page
Before and Now – Training Center Product Page
Responsive Design – Added Home Page
Other Improvements
Refreshed all content SEO improvements Added Search
Key Wins
Fresh/modern design Elevates mobile and video Improved analytics Emphasizes brand and market leadership – About Us Supports GTM strategy (online sales, drive sales leads and
product discovery) Double digit wins – Organic traffic, engagement
Key Take Aways
Designers + Data + Passion = Winning Culture Continuous optimization testing based on plan and
roadmap Empower creativity and passion Approvals – often, engage business owners in the
journey
diasilva@cisco.com
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