Learn from Optimizely's Strategy Consultants as they explain how they use Google Analytics reports and insights to generate more online revenue for enterprise clients. In this video you see how we build CRO (Conversion Rate Optimization) strategies, analyze conversion funnels, build deeper insights into customers, and optimize the user experience. Also included are several real life A/B testing case studies and MVT experiment ideas. Webinar held: April 7, 2015 Presenter: Hazjier Pourkhalkhali

1. Grow Your Online Revenue:
How Analytics Should Power
Your Conversion Strategy

2. Hazjier Pourkhalkhali
Strategy Consultant, EMEA
u Help clients develop
comprehensive CRO strategy
u Ensure best practices during
Research and Ideation
u Share custom-tailored
suggestions

3. 3
1 Create a Business
Overview
2 Develop a
Measurement Plan
Conduct Intelligence
Reviews
4 Build Improvement
Hypotheses

4. Increase revenues!Company
Metric
Improve RPV!
Business
Unit
Increase AOV!
Optimization
Goals
Raise CTR on
Suggested Items!
Experiment
Goals

5. Revenue:
£2.0m
Revenue Per
Visitor:
£1.00
Average
Order Value:
£50.00
Average
quantity:
2.00
Average per
unit price:
£25.00
Conversion
Rate:
2.00%
Number of
Steps
Average
Completion
Rate
Visitors:
2.0m
User
acquisition:
1.5m
User
retention
33%
Digital Commerce

6. 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

7. 3
1 Create a Business
Overview
2 Develop a
Measurement Plan
Conduct Intelligence
Reviews
4 Build Improvement
Hypotheses

8. Revenue:
£2.0m
Revenue Per
Visitor:
£1.00
Average
Order Value:
£50.00
Average
quantity:
2.00
Average per
unit price:
£25.00
Conversion
Rate:
2.00%
Number of
Steps
Average
Completion
Rate
Visitors:
2.0m
User
acquisition:
1.5m
User
retention
33%
Digital Commerce

9. Conversions:
Funnel Visualization
§ Find the bottlenecks and improvement
areas in your conversion funnel
§ Learn:
- Which steps drive users to leave your
website
- Which steps have users leave for
other pages
- Where users enter your funnel from

10. Why do this many users leave
the website altogether?
Are users changing cart
details from this page? If so,
how do we make that easier?

11. 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?

12. Conversions:
Goal Flow
§ Funnels are non-linear, users move
backwards and forwards. See when
users move back through your funnel
and try to find out why.
§ Learn:
- Which steps do users skip?
- Which steps do users redo?
- What are the top funnel paths?

13. This shows that 20% of
users go back from payment
methods to delivery info.
Is this because payment
address and delivery
address are separate? If so,
how can we let people make
changes on this page.

14. Revenue:
£2.0m
Revenue Per
Visitor:
£1.00
Average
Order Value:
£50.00
Average
quantity:
2.00
Average per
unit price:
£25.00
Conversion
Rate:
2.00%
Number of
Steps
Average
Completion
Rate
Visitors:
2.0m
User
acquisition:
1.5m
User
retention
33%
Digital Commerce

15. Conversions:
Shopping Behavior Analysis
§ See how your users behave in relation
to key shopping goals. Segment results
to see which user groups are
underperforming.
§ Learn:
- How many users you lose per step
- How individual user groups perform
- Which functionalities you need to
improve urgently

16. Sort by device
type, new versus
returning visitors,
and more
Why do
72% of
users
never view
products?

17. Behavior:
Top Landing and Exit Pages
§ See where your users land/leave.
§ Learn:
- How your overall landing/exit pages
perform over time
- How individual pages perform by time
on site, exit rate, and more

18. 90% of
users
leave
these
pages

19. Behavior:
Behavior Flow
§ Understand your users most common
navigation paths
§ Learn:
- How users move through your
website
- Where users land
- Which pages have high exit rates

20. The most page has a
very high exit rate
Alumni directory has a high exit rate, but that could be
explainable. If you only visit this page to find a
number / e-mail address, then you are not exiting out
of frustration but satisfaction

21. Behavior:
In-Page Analytics
§ See where users click on your pages, as
well as what their scroll-depth is
§ Learn:
- Which elements get the best CTR
(note: when multiple buttons share
the same URL they share CTR’s here)
- What the scroll-depth of your users is
- What content underperforms for the
amount of screen real estate it has

22. This orange line represents
the fold-line. It is above the
fold for 95% of page visitors
This product listing is
drastically underperforming.
CTR for nearby products is
3.4% - 4.2%, this has 0.8%!

23. 3
1 Create a Business
Overview
2 Develop a
Measurement Plan
Conduct Intelligence
Reviews
4 Build Improvement
Hypotheses

24. Conversions:
Time to Purchase
§ See how long users take to purchase
§ Learn:
- Understand how many days users
take on average to purchase
- Divide your users into groups: users
who buy same day, same week,
within the month, a month or more
later

25. Nearly two-thirds of all users
make a purchase on the same
day they land on the website
Over a sixth of users take over
a month to deliberate before
purchasing

26. Audience:
Cohort Analysis
§ Understand how user groups perform
over the days and weeks after they first
landed
§ Learn:
- What percentage of users you retain
- How their Revenue Per Visit changes
- What percentage of the total user
revenue comes same day, same week,
same month, or over a month later

27. All Sessions
6,438,215 users
March 18 – March 24
286,307 users
March 25 – March 31
292,842 users
$212,681,432.12
$16,282,667.44
$17,394,828.78
$38,438,125.68
$4,189,867.90
$3,624,155.34
$18,833,361.90
$2,796,571.44
$2,411,138.04
$10,487,295.17
$2,630,049.20
$1,978,864.57
$7,854,301.99
$1,232,125.68
$1,164,550.31
$
$
Only 19% of users take more than 4 weeks to
purchase, yet they represent 40% of all revenue

28. Audience:
Geo > Location
§ Understand where your users are
located and how their performance
differs
§ Learn:
- Who your customers are
- How performance differs per
country / city
- Which regions you should focus on

29. Indian users
have 3x the
time on site
and 50%
more
pageviews
than
American
and British
visitors
The US, UK,
and Germany
have the
highest
bounce rates

30. Acquisition:
Overview
§ Understand where customers are
coming from and which acquisition
channels to optimize for
§ Learn:
- The user split between acquisition
channels
- How performance differs between
channels

31. Change the focus
from Conversion
Rate to revenues
Organic search
has the lowest
conversion
ratXe. Which
keywords are
driving this?

32. Acquisition:
Mobile > Overview
§ See the devices users use and how
adoption changes over time
§ Learn:
- The split between device types,
specific smartphone types or
operating systems, screen sizes
- Learn which segments you are
performing well for

33. User split by
devices appears
stable
Mobile has the
lowest conversion
rates

34. Behavior:
Site Search
§ See how often site search is used and
how much value it adds to your business
§ Learn:
- The percentage of users who do or do
not use site search, segment by user
types
- Understand how important site search
is to conversion rates and business
revenue

35. Only a tenth of
users use site
search
But they are
responsible for a
third of all revenue
Learn how you perform per search term. Are you
missing products? Are users looking for different
keywords than the ones you use to describe products?

36. 3
1 Create a Business
Overview
2 Develop a
Measurement Plan
Conduct Intelligence
Reviews
4 Build Improvement
Hypotheses

37. Completion Rate
Emphasize the
Primary Call to
Action
Wording /
messaging
Location /
size
Design /
color /
iconography
Minimize
Distractions
Establish a
visual
hierarchy
Remove non-
critical
content
Limit number
of choices
Communicate
Unique Selling
Points
Select/target
the right
USP’s
Refine the
messaging
Communicate
visually
Design Intuitive
Navigation
Use a clear,
consistent
layout
Structure,
naming, and
order of
sections
Use
iconography
Market Products
Effectively
Test ideal
product
visuals
Use the right
review
systems
Find ideal
description
text / length
Build a Sense of
Urgency
Show
quantity left
Push
temporary
offers
Promote
buying before
set times
Goals
Strategies
Tactics

38. Completion Rate
Emphasize the
Primary Call to
Action
Wording /
messaging
Location /
size
Design /
color /
iconography
Minimize
Distractions
Establish a
visual
hierarchy
Remove non-
critical
content
Limit number
of choices
Communicate
Unique Selling
Points
Select/target
the right
USP’s
Refine the
messaging
Communicate
visually
Design Intuitive
Navigation
Use a clear,
consistent
layout
Structure,
naming, and
order of
sections
Use
iconography
Market Products
Effectively
Test ideal
product
visuals
Use the right
review
systems
Find ideal
description
text / length
Build a Sense of
Urgency
Show
quantity left
Push
temporary
offers
Promote
buying before
set times
Goals
Strategies
Tactics

39. Emphasize the Primary Call to Action:
Location / Size
Source: Refinery 29, intelligence.r29.com

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

41. Emphasize the Primary Call to Action:
Wording / Messaging
CTR: 39.4%
29% uplift
CTR: 30.5%
(Original)
CTR: 29.7% CTR: 27.5%

42. Minimize Distractions:
Remove Non-Critical Content +14.3%
Revenue
Per Visitor

43. Find more webinars, guides, and case studies at:
Optimizely.com/Resources