Conversion Optimization

Workshop

Lev TatarovStrategy Consultant

AgendaSetting the right goals

Hypothesis building workshop

AgendaSetting the right goals

Hypothesis building workshop

Company Metric

Revenue

Business Unit

Subscriptions

Optimization Goals Visits to

subscription page

Experiment Goals

Clicks on “subscribe” button

Step

45%30%

10%

65%90%

70%

40%40%

40%

20%25%

15%30%

50%

15%

HomepageCategory

PageProduct

PageShoppingCart Page

CheckoutPage

Payment Page

Step

45%30%

10%

65%90%

70%Completion

HomepageCategory

PageProduct

PageShoppingCart Page

CheckoutPage

Payment Page

Step

40%40%

40%

20%

5%25%

Divergence

HomepageCategory

PageProduct

PageShoppingCart Page

CheckoutPage

Payment Page

Step

15%30%

50%

15%Exit Rate

HomepageCategory

PageProduct

PageShoppingCart Page

CheckoutPage

Payment Page

Step

45%30%

10%

65%90%

70%

40%40%

40%

20%25%

15%30%

50%

15%Exit Rate

Divergence

Completion

HomepageCategory

PageProduct

PageShoppingCart Page

CheckoutPage

Payment Page

Step

Primary /SecondaryGoals

MonitoringGoals

HomepageCategory

PageProduct

PageShoppingCart Page

CheckoutPage

Payment Page

Product Page Views

Category page views

Searches submitted

Product views Subcategory

page views Filter use Searches

Add-to-Cart Quantity

selection More info Tabs

Continue clicks

Checkout page views

Payment type chosen

All Checkout Funnel Steps

Payment page views

Conversion rate

Conversion rate

Payment type

Search bar opened

Top menu clicks

Home page clicks

Menu interactions

Searches submitted

Home page clicks

Menu interactions

Searches submitted

Home page clicks

Back button clicks

Shopping cart page views

Home page clicks

Return to previous page

Edit address, information

Error rate

AgendaSetting the right goals

Hypothesis building workshop

Explorative

“We have a few images we would like to test for our new campaign banner to see which one drives the most clicks”

Declarative

“We notice that only 37% of users who add an item to the shopping-cart, actually checks the cart out. We believe that if we decrease the number of steps, we can drive move cart checkouts”

Explorative vs Declarative Testing

Problem Solution Result

A great hypothesis begins with the problem, NOT the solution!

• Enables a strong ideation process

• Enforces meaningful reasoning

• Drives focus

• Frames your ideas in a repeatable way

Why is a strong hypothesis important?

Problem

Company goal

Test Test Test

Problem

Test Test Test

Time

Discover 5-10 problems for your users

Group problems by themes

Prioritize most important problems

Problem Solution Result

Select 1-2 themes

Design 5-10 solutions per theme

Select 2-3 preferred solutions

Primary Goals:What do you

seek to impact immediately

Secondary Goals:What would

you like to impact, but do not have to

Monitoring Goals:What are

metrics you want to track

Exercise: Build Powerful Hypotheses