1. Goal tree SUBSCRIPTION MODEL
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.
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.

2. Company Metric Business Unit Optimization 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.
Company Metric
Each business unit takes a different approach to that metric. For example, the Marketing department might focus on increasing the revenue per visitor (RPV).
Business Unit
Optimization Goals
Experiment Goals
Your company metric measures a high-level goal: an increase in revenue for example.
The optimization program breaks down a major KPI such as RPV into more focused targets, such as average order value (AOV).
Individual experiments test ways to create lift in the metrics that matter to the program. One might improve the AOV by optimizing the average order quantity, for example.

3. Average per unit price: $25.00
EXAMPLE
Goal trees break metrics down mathematically.
Take a look at a category: Revenue per Visitor, for example. This is the root for two branches: Average Order Value and Conversion Rate. Notice how the branches multiply to equal the root. Average order Value x Conversion Rate = Revenue per Visitor.
Use this method to create your own goal tree.
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%

4. 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.

5. Customer Lifetime Value Monthly Recurring Revenue
SaaS
EBITDA
Revenue
Customer Lifetime Value
Monthly Recurring Revenue
Deal size
Net expansion
Customer Lifetime
Customers
Customer Acquisition
Qualified Leads
Lead Generation
Lead Qualification
Subscription Rate
Retention
Churn
Expansion
EBITDA %
Fixed Costs
Variable Costs
User Acquisition
Marketing
Cost of Goods Sold
Mix of sales

6. Television & Media Key targets Additional focus areas
Revenue / Visitor
Average Order Value
Premium Subscription Revenue
Product Conversion Rate
Users
Normal Subscription
Conversion Rate
Product Attractiveness
Product Usability
Supply
Stability
Price
Competition
Complexity of buying
# of steps
Completion rate per step
Clarity of the purchase process
Number of buying options
Increase payment options
Television & Media
Key targets
Additional focus areas
Future discussion areas

7. Dating Website Revenue SoulMates.com Revenue Conversion Rate
# of steps
Reduce checkout funnel length
Intuitive navigation
Category pages
Product filters
Completion Rate per Step
Pricing
Marketing
Prodauct differentiation
Web User Experience
Design
Page speed
Distractions
Clear Calls to Action
Average Order Value
Visitors
Quality Content
Increase repeat purchases
Sustainable churn ratio
Integration with 300 retail outlets
Multi-channel selling
Direct online customers to retail outlets
Dating Website

8. 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.

9. Goal Mapping Goals Strategies Tactics 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
Goal Mapping
Goals
Strategies
Tactics

10. Goal Mapping Goals Strategies Tactics 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
Goal Mapping
Goals
Strategies
Tactics