Goal tree B2B and LEAD GENERATION When you build an optimization strategy, you’ll first align your program’s testing efforts to your company goals. We recommend that you start by focusing your program on achieving quick wins with impactful tests that affect the bottom line.optimization strategy A goal tree is a map of metrics that are critical to your company’s success. Break each of these metrics down into focused objectives that your program can move the needle on, through testing and personalization. Read this article to learn more about goal trees.learn more about goal trees

Compan y Metric Business Unit Optimizatio n Goals Experiment Goals Before you build a goal tree, let’s take a look at the structure behind it. Goal trees help you define the strategic KPIs that your program will optimize through testing and personalization. Notice how the company-level metric cascades directly into experiment-level goals.

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% Add to Cart Cart Checkout Rate Visitors: 2.0m User acquisition: 1.5m User retention 33% EXAMPLE

Build your own tree Identify the goal tree that aligns best with your own. Modify it to align it to your own company and program goals. Begin at the top of the tree What does your company do to generate revenue? How does each metric break down into a smaller set of metrics? Remember! Each set of branches should equal the value of the root it springs from.

B2B and Lead Generation Contract EBITA RevenueLead QualitySign-up Rate Lead-gen Sessions Total sessions DirectOrganicSearch Lead-gen CTR Lead-gen Conversion Rate # of Steps Completion % per Step CTA Effectiveness Complexity of CTA Amount of Distractions Margin Customer segments Segment profitability

Goal mapping Once you identify the KPIs your program will target directly, you’ll be able to hypothesize strategies and tactics that make an impact. Use strategies and tactics to create meaningful experiments and campaigns.

Add to Cart 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 Goal Mapping

Cart Checkout Rate Simplifying decision making Addressing questions / concerns Reduce pressure of the decision Simplify consultation Seamless session continuation across visits Abandon basket s Push last item viewed / redirect to conversion step Push the same product types Funnel path optimization Tailor user experience by selected funnel path (search v. browse v. deals) Reduce number of steps in finding and comparing products Redirect users to higher ROI funnel paths Reducing steps in checkout Skipping upsells Reduce questions / steps Pre-fill data Personalization Targeted offers / content displayed Messaging + Unique Selling Points adjusted by user segment Marketing + Imagery per audience Seasonality Product selection by season Tailor to varying user intent (purchase versus research) Optimize landing pages per season Goals Strategies Tactics Goal Mapping