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