Learn How to Define Testing Goals that Influence Conversion
I’m Khattaab Khan, a Strategy Consultant at Optimizely. I just hosted an online workshop called “Define Testing Goals that Influence Conversion” as part of our hands-on Optimizely Workshop series. Today, we covered:
- Goal Alignment: Align company objectives with experiment goals
- Goal Breakdown: Divide KPIs into unit level goals
- Goal Mapping: Develop strategies and tactics to reach those goals
- Goal Setup: Translate those goals into Optimizely
Taking the time to define your goals will make testing more effective, and help you achieve the results you’re after. What should you take into consideration?
Running experiments without well defined goals makes it difficult to measure their effectiveness. What impact do your experiments have on the bottom line? Aligning your experiment goals with company objectives will help you increase conversion on the metrics that matter.
Top level company goals are not always the best way to measure the success of an experiment. Breaking down the metrics to the unit level allows you to focus on improving one number, and then accounting for that improvement all the way back to the top.
With a unit level goal and baseline number, think of strategies that will help increase that metric. Then come up with a few tactics to implement those strategies as variations in your experiment.
Here’s how it works for Average Quantity:
The last step is create the unit level goals in Optimizely, so we can track the performance of our strategies and tactics. Click goals and pageview goals are simple to set up, but any behaviour can be tracked with a custom event goal, including Average Quantity!
Being able to increase one unit level goal can have a compound effect upstream. And being able to assign credit for that increase to your experimentation will help prove the value of testing to your organization.
That’s it. Go forth and define testing goals that influence conversion!
- For the goal creation worksheet, click on the attachment below.
- To learn more from our Optimizely Workshop series, sign up here.
Director, Experience Optimization | BVAccel