Conversion Optimisation: Creating the right environment for your CRO campaign

Conversion OptimisationCreating the right environment for your CRO campaign

@JulianErbsloeh

Back to basics - take a look around.Understanding what’s going on and how we fit in.

peers

potential

SWOT

positioning

brand

services

hangouts

External factors

My company

My customers

Competitors The market

political

Economy

technology

ecological

legal

socio-economic

habits

preferences

Needstriggers

demographics

Intent

PEST

products

SWOT

elasticity

weaknessespromotions

Strategy

Pricing

Demand

innovation

Trends & seasonality

Strengths

profitability

Products

services

- Try to understand what’s going on around you before focussing all attention and efforts on your website.

- Be really clear about your strategy, your positioning in your market and your value proposition and consistent in how it’s communicated.

- Don’t just think about it, write it all down.

- Think customer first (bear with me)..

- Identify the things that really matter to your business’ bottom line.

Back to basics

Measurement.If you can’t measure it, you can’t improve it.

Create a measurement plan

Business Objectives – Why does the business exist?

Generate Leads Generate Revenue

How: Capture email contact details

How: Establish thought leadership

How: Sell more stuff

KPI: Conversions (newsletter)

KPI: # whitepaper downloads

KPI: Transactions

KPI: Basket value

Build Loyalty

How: Win loyalty by making them love us

KPI: # Transactions per user

Metric: Goal conversion rate %

Metric: Goal conversion rate %

Metric: Ecom conversion rate %

Metric: Average order value

Metric: Customer lifetime value

Measure metrics that matter to the bottom line

Poor metrics Awesome metrics

HitsPageviewsVisitsBounce RateVideo ViewsNewsletters sentAvg time on pageCTRLikes

LoyaltyTask completion rateDays / Visits to conversionAmplification (social)Economic valueRevenue / profit per visitorVisitor conversion rateCustomer lifetime valueLeakage

Are we measuring the right R in CRO?

Conversion rate: conversions / visits • Focus on instant gratification• Ignores stages of buying cycle• Increases sales pressure

User conversion rate: conversions / unique visitors• Focus on user not visit• Number of visits to conversion irrelevant• Supports sustainable relationship building

Measure metrics that matter to Conversion Optimisation

Google Analytics.Advanced configurations to support your CRO campaign.

Goals to track primary conversions:• Purchases (but do not set a goal value)• Newsletter subscriptions• Registrations • Subscriptions

Events to track secondary conversions:• Add to basket• Social shares• Blog comments• Customer reviews• ..other desired interactions

Google Analytics goals vs events

>> Enable via Google Analytics interface and small code change:

• Age group• Gender• Affinity categories• In-market segments

Add context to existing metrics:

• Membership subscriptions by age • Average order value by age / gender• Time of day by age• Content engagement by gender / age• > inform ad campaign targeting like Facebook advertising

Demographics

Demographics

The good bits:• Facilitates cross-device tracking • Supports customer lifetime value reporting

The not-so-good bits:• It requires a unique identifier • Users must log in, session-stitching only when logged in• Only works in isolated reporting view

Verdict: Not the silver bullet for cross-device tracking but can work well in very specific tracking environments

Universal Analytics User ID

Use custom dimensions to track:• Existing customers• Newsletter subscribers• Unique customer ID• Logged in vs. logged out

Use custom metrics to track data unique to your business:• Repeat purchases (incremental)• Number of members (and non-member visitors)

Custom dimensions and custom metrics

Shopping behaviour report

Enhanced Ecommerce (public beta)

Checkout behaviour report

Enhanced Ecommerce (public beta)

Content grouping

Content grouping

Introducing leakage

Use leakage metric to identify weaknesses and focus your testing efforts:

Leakage = (Unique Pageviews x % Exit) x Page Value

Can be calculated for pages, categories, page types and content groups using the content grouping feature.

Important: leakage is not an accurate calculation for lost revenue but a prioritisation tool.

Leakage

Leakage

Page Type Pageviews Unique PVs Entrances Bounce % ExitPage Value Leakage

product pages

289,213 262,637 110,184 69.21% 49.35% £0.21 £29,972.59

sub-category pages 96,316 68,300 33,118 38.04% 28.38% £1.42 £38,808.26

home page 64,785 52,973 25,534 18.79% 20.64% £0.72 £9,627.57

blog pages 37,118 23,218 5,664 50.22% 22.55% £0.15 £1,255.52

checkout pages 28,285 22,937 53 18.23% 19.74% £5.73 £31,993.22

category pages 27,199 17,790 4,678 64.8% 15.9% £0.39 £1,691.72

Click stream data is great to show you what’s happening but not so great at showing you what’s not happening.

Go beyond the click stream using heat map software such as ClickTale or CrazyEgg to look at ‘hover’ vs. ‘click’ areas.

Use all the different data sources available, conduct primary research using surveys and user testing.

Make use of free tools such as Yandex Metrika which offers both, heat maps and session recording.

The limitations of click stream data

Want to talk leakage?Come and find me at the bar…

julian@freshegg.com@JulianErbsloeh