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See slides from Ometria's latest breakfast seminar, with talks from Mitch Goldman and Dr Mike Baxter. To hear the talks from these industry experts, click here: - Dr Mike Baxter: Conversion Optimisation: Processes for optimising your ecommerce performance (http://youtu.be/p6K1WITxMk8) - Mitch Goldman: 3 ecommerce dashboards you should be using (https://www.youtube.com/watch?v=Mv5wDFCM_uo)
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Performance Marketing for EcommerceGet into the habit of focusing on what matters
Breakfast seminar - 25th September 2014
The Team
Ivan MazourCEO
Dr Alistair JamesCTO
James Dunford WoodCCO
Djalal LougouevCPO
Josh PiersonBusiness
Development Exec
Rita Braga MartinsResearch &
Marketing Assistant
Hannah StaceyContent Marketing
Manager
Barak ChamoFront-End Developer
Ed GothamHead of Demand
Generation
Rui RamosHead of Front-End
Simeon VisserBack-End Developer
MITCH GOLDMAN
PRODUCT OWNER AT MADE.COM
A Magento Magician, Mitch has developed a wealth of experience in making sure
Magento stores run efficiently. He has over 19 years' experience in various roles as a
project manager and product owner. He is also the organiser of the London Magento
User Group and London Magento Hackathon.
THREE TECHNICAL DASHBOARDSyou should be monitoring
WHAT IS A DASHBOARD?
dashboardˈdaʃbɔːd/noun
1. the panel facing the driver of a vehicle or the pilot of an aircraft, containing instruments and controls.
“containing instruments and controls”
POSITIVE DASHBOARDS ARE GREAT
POSITIVE DASHBOARDS ARE GREAT
BUT THAT’S ONLY HALF THE STORY
NEGATIVE DASHBOARDSPAGE SPEED / UPTIMEWEB PAGE ERRORS
SEARCH TERMS, NO RESULTS
DASHBOARD #1: WEB PAGE ERRORS
BROKEN LINKS
LINK JUICE
Source:Linkdex
SITE MAP ERRORS
Screaming Frog SEO
DASHBOARDS:Google Webmaster ToolsA1 Website Analyzer
Google Analytics
DASHBOARD #2: PAGE LOAD SPEED
CUSTOMER SATISFACTION
Source:Strangeloop
GOOGLE SATISFACTION
Source:Zoompf
Google’s most important page speed measurement is…?
MARKETING BUDGET SATISFACTION
Source:ClickEquations
DASHBOARDS:
LoadimpactWebPageTest
Pingdom
Google Analytics
YSlow
Adwords Performance Grader (Wordstream)
Google Page Speed Insights
DASHBOARDS:
PAGE SPEED IMPROVEMENTS
● Better hosting and hardware● Reduce image sizes● Minify javascript● Caching (Varnish, etc)● Reduce/remove 3rd party plugins
DASHBOARD #3: NO SEARCH RESULTS
Google Analytics
DASHBOARDS:
Magento Search Terms
Checkdog
A1 Website Analyzer
SPELLCHECK
MIKE BAXTER
Digital Transformation Consultant
An ecommerce consultant since 2001, Mike has worked with the giants of the online world (Google, Skype, Argos, Dell) as well as several highly successful SMEs (Crabtree & Evelyn, Cox and Cox,
Joy).
He is the author of several best-practice white papers (including Econsultancy's best-selling Checkout guide), and is an industry course leader on the world’s first MSc in Digital Marketing
Communications.
Conversion Optimisation
By Dr Mike Baxter
Systematic processes for the optimisation of ecommerce performance
“Football is a simple game, made complicated by idiots”
Attributed to Bill Shankley,Manager Liverpool FC1959 to 1974
Performance Marketingbreakfast seminar
Performance Marketingbreakfast seminar
Testing & OptimisationLess evidence/data-based
More evidence/data-based
Non test-based
● Just change it (heuristics-based)● Insight from analytics and change it
Consecutive testing
● Insight → change → check
Concurrent testing (split testing)
● Statistically tested● Statistically designed & tested● Statistically, always-on testing
Agenda
Conversion optimisation made simple
● Many simple things● A few big things● The biggest thing of all – evidence-based improvement
Performance Marketingbreakfast seminar
Performance Marketingbreakfast seminar
Dave BrailsfordManager, TeamSky & Olympic Cycling Teams
Aggregation of
Marginal Gains
Design for Mobile
Source: www.lukew.com/ff/entry.asp?1691
iPhone / iPad66% conversion rate increase101% revenue growth
Android407% conversion rate increase591% revenue growth
Non-mobile devices20% conversion rate increase41% revenue growth
Image CarouselsJohn Lewis home page3 images5 seconds per image
For more, readvwo.com/blog/category/conversion-optimization-2/
Clickable Lifestyle Images
Remove Social Sharing Buttons
Why would I want to do that?● Reduce page load time● Avoid showing customer negative (or unimpressive)
social proof (check e.g. www.sharedcount.com)● Remove distractions
Performance Marketingbreakfast seminar
Split tests and statistical significance
How statistical significance varied over time in a split-test run by Airbnb:nerds.airbnb.com/experiments-at-airbnb/
Etsy
apptimize.com/blog/2014/01/etsy-continuous-innovation-ab-testing/
Performance Marketingbreakfast seminar
Evidence-based optimisation
Follow the money
80% of land is owned by 20% of people80% of peas come from 20% of pods
The Pareto Principle / The Law of the Vital Few / The 80:20 rule
Performance Marketingbreakfast seminar
Vilfredo Pareto1848 – 1923 Born in Paris, Italian national, worked mostly at University of Lausanne in Switzerland
The Pareto Curve - Long Tail
Performance Marketingbreakfast seminar
Sales
Customers Products
Sales
20% of customers account for 80% of
sales
20% of products generate 80% of sales
Performance Marketingbreakfast seminar
Core analytics
Repeat customersAverage order value Cost of acquisition Interval to next purchase
Time (months) Time (months) Time (months)
Core analytics
Repeat customersAverage order value Cost of acquisition Interval to next
purchaseAcquisition channel
Direct
Organic search
Paid search
Affiliates
Display
Referral (social)
Referral (other)
Core analytics
Performance Marketingbreakfast seminar
New visitors
Visits SalesConversion
Likelihood to repurchase
Repeat customers
Average order value
Cost of acquisition Interval to next purchase
Churn
Conversion Optimisation
By Dr Mike Baxter
Systematic processes for the optimisation of ecommerce performance