Download - Value Of Optimization Testing
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Harnessing the Value of User Experience Optimization Testing
2014 Total User Experience Design Summit Diana Silva
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Building A UX Best Practices Culture Optimization Testing Case Study Key Takeaways Q & A
Agenda
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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
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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
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Usability testing Focus groups Existing metrics Industry best practices Optimization testing
Utilizing Customer Data To Inform Design
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Optimization Testing Case Study
WebEx.com Redesign
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Where We Started
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Navigation Optimization Testing
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Home Page Test
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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
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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
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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
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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
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What Did We Learn? Buy CTA Clicks
6/28 - 7/21
Control Long Story
Video Parallax-28.56%
-25.04%-24.98%
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What Did We Learn? Buy Step 1
6/28 - 7/21
Control
Long Story
Video
Parallax
2.41%
-4.69%
6.23%
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What Did We Learn? Buy Conversions
6/28 - 7/21
Control
Long Story
Video
Parallax
-3.07%
-5.35%
-2.31%
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What Did We Learn? Free Conversions
6/28 - 7/21
Control
Long Story
Video
Parallax
-28.14%
-3.81%
-8.08%
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What Did We Learn? Buy Conversions – AOV, RPV,
AOV 6/28- 7/21
Control Long Story
Video Parallax
RPV 6/28 - 7/21
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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
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Home Page Bake Off Test – Round 2 Winning elements were added to video and long story
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Product Pages FAQs About Us
What We Didn’t Test
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Before and Now – Home Page
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Before and Now – Meetings Product Page
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Before and Now – Meeting Center Product Page
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Before and Now – Training Center Product Page
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Responsive Design – Added Home Page
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Other Improvements
Refreshed all content SEO improvements Added Search
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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
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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