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