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Ways to Use Data to Inform Development
October 1, 2015
Matthew Edgar Elementive Marketing Solutions
Before we get started… Matthew Edgar • Web Consultant at Elementive • Specialize in…
• Usability • Conversion optimization • Search Marketing • Data Analysis
• 15+ years developing websites
Contact information 303-897-8707 [email protected] @MatthewEdgarCO www.Elementive.com
DATA-DRIVEN DEVELOPMENT
Don’t blindly follow what the data tells you to do…
Don’t blindly follow what the data tells you to do…
NAVIGATOR, NOT DRIVER
TWO PARTS TO USING DATA TO INFORM
DEVELOPMENT
1. Point in the right direction.
2. Measure impact.
THIS DOESN’T HAVE TO BE HARD
RIGHT DIRECTION
Example Scenario ?
When BUDGET and OUTCOME
DON’T LINE UP
What Is The Goal?
What To Measure
How many people know about you? Visits, views, impressions
What To Measure
How many people want to learn more? Read rate, watch videos, email opens
What To Measure
How many people interacted? Shares, links, comments, connections, clicks
What To Measure
Are people convinced? Mental state? Content paths understood?
What To Measure
Are people converting? Purchases, leads
What To Measure
How are repeat & referral levels? Churn rate, retention rate, referral volume
The End Result
Page URL Percent Of Pageviews Total Pageviews Average Time On Page Entrances Exits
Home 25.81% 2286 1:11 1,857 40.94%
Category 1 8.74% 774 1:16 192 35.94%
Category 2 7.71% 683 1:56 230 56.52%
Category 3 6.93% 614 2:49 198 72.89%
About Page 4.51% 399 1:45 35 44.86%
Services Page 4.39% 389 1:15 37 33.68%
Contact 3.64% 322 3:49 90 44.10%
Help 2.27% 201 1:32 21 32.34%
Category 4 1.71% 151 1:11 72 43.05%
Product Page 1 1.65% 146 2:04 14 33.56%
The End Result
Page URL Percent Of Pageviews Total Pageviews Average Time On Page Entrances Exits
Home 25.81% 2286 1:11 1,857 40.94%
Category 1 8.74% 774 1:16 192 35.94%
Category 2 7.71% 683 1:56 230 56.52%
Category 3 6.93% 614 2:49 198 72.89%
About Page 4.51% 399 1:45 35 44.86%
Services Page 4.39% 389 1:15 37 33.68%
Contact 3.64% 322 3:49 90 44.10%
Help 2.27% 201 1:32 21 32.34%
Category 4 1.71% 151 1:11 72 43.05%
Product Page 1 1.65% 146 2:04 14 33.56%
The End Result
Page URL Percent Of Pageviews Total Pageviews Average Time On Page Entrances Exits
Home 25.81% 2286 1:11 1,857 40.94%
Category 1 8.74% 774 1:16 192 35.94%
Category 2 7.71% 683 1:56 230 56.52%
Category 3 6.93% 614 2:49 198 72.89%
About Page 4.51% 399 1:45 35 44.86%
Services Page 4.39% 389 1:15 37 33.68%
Contact 3.64% 322 3:49 90 44.10%
Help 2.27% 201 1:32 21 32.34%
Category 4 1.71% 151 1:11 72 43.05%
Product Page 1 1.65% 146 2:04 14 33.56%
MEASURE IMPACT
Example Scenario
Why is website speed important?
• According to a recent blog post from KissMetrics;
A 1 second delay can lead to a 7% loss in conversions Source: https://blog.kissmetrics.com/loading-time/
The End Result
Page URL Conversion Rate Page Load Time Exit Rate Bounce Rate
Home 4.27% 3.2 24.3% 39.1%
Product A 7.89% 2.5 18.4% 29.5%
Product B 1.03% 3.7 58.7% 47.6%
Product C 0% 4.6 84.6% 71.8%
The End Result
Page URL Conversion Rate Page Load Time Exit Rate Bounce Rate
Home 4.27% 3.2 24.3% 39.1%
Product A 7.89% 2.5 18.4% 29.5%
Product B 1.03% 3.7 58.7% 47.6%
Product C 0% 4.6 84.6% 71.8%
Faster Site, Higher Conversions
=
COMMON DATA TRAPS
Analyze What You Need
Accurate Enough
Avoid Number Fixation
