Optimize Your Business Results:A look into Site Conversion Optimization & Digital Analytics
@buyukgokcesu
BoostingConversion.com
BoostingConversion.com
Cemal Buyukgokcesu
Analytics and Conversion Consultant
Digital Analytics Best Practices
Over 1/5th of Internet traffic is now from mobile
Source: Business Insider
CMOs feel unprepared for...
Source: IBM CMO Research
All data in aggregate is
"meaningless"
Segment the data for meaningful insights and actions
Know your users to interact with them better
Know your users to interact with them better
Customize strategies for different segments • Users who reach to last step of the funnel and then abandon the site• Users whose Days to Convert is >5 • Users who interact via chat • Users checking homepage promotions but not converting• Users doing site search but not converting
Does site search provide additional value to your business?
Which screen resolution / device is more strategic for your business?
Prioritize mobile investments based on opportunity
Segment to Understand Cross-device User Behaviour
How big is your opportunity pie?
Traffic Optimization (Attribution, Campaign Optimization etc.)
Site Conversion Optimization (Usability/UX/ZMOT etc.)
Bounces
Source: http://www.kaushik.net/avinash/excellent-analytics-tip-8-measure-the-real-conversion-rate-opportunity-pie/
Optimize for your Global Maxima
Source: http://www.kaushik.net/avinash/excellent-analytics-tip-8-measure-the-real-conversion-rate-opportunity-pie/
Segment
to understand your users
Define Micro Conversions to optimize for your Global Maxima
Site Conversion Optimization & Examples
Present your value proposition as the first thing the visitors see on your landing page
Source: http://conversionxl.com/7-principles-of-effective-sales-copy/ & http://www.nngroup.com/articles/how-users-read-on-the-web/
Human photos on a landing page can increase sales and conversions
○ Reason #1: Human eye reacts to movement (and
will miss the important stuff)
○ Reason #2: Too many messages equals no
message
○ Reason #3: Banner blindness
Don’t Use Automatic Image Sliders or Carousels on Landing Pages
source: http://conversionxl.com/dont-use-automatic-image-sliders-or-carousels-ignore-the-fad/ & http://www.clickz.com/clickz/column/2164452/rotating-banners & http://www.widerfunnel.com/conversion-rate-optimization/rotating-offers-the-scourge-of-home-page-design
Call it what it does!
Avoid using:
○ Submit. Nobody wants to submit○ Read more Make it specific – what’s there behind the link○ Next Say what comes next to avoid click fear
Desktop Site Mobile Site
Which is the 2nd most important CTA button on the mobile site?
Desktop Site Mobile Site
Source: http://www.nngroup.com/articles/scrolling-and-attention/ & http://conversionxl.com/crappy-ux/#/
Scrolling may provide better usability than slicing up the text to several pages
Idea: Track the scroll activity
of users with your Analytics tool and create
segments for scrolling users
Build Forms That Convert
Less is more (Few fields = more conversions)
○ In one study an 11-field version of a contact form was replaced with a 4-field version, resulting in a 160% increase in the number of forms submitted
Get rid of all the optional fields
Focus on Continuous Testing
Continuous Testing for Success
DETERMINE A GOAL
SETUP TEST & TEST METRICS
RUN THE EXPERIMENT
ANALYZE RESULTS
Segment
to understand your users
Define Micro Conversions to optimize for your Global Maxima
Test Continuously to optimize your business conversions
Thanks!
@buyukgokcesu
BoostingConversion.com
BoostingConversion.com
Cemal Buyukgokcesu
Analytics and Conversion Consultant