conversion optimisation: creating the right environment for your cro campaign
DESCRIPTION
Julian Erbsloeh presented at BrightonCRO about ensuring you're able to measure your conversion optimisation activity and the configurations you need set up in Google Analytics to support your CRO campaigns.TRANSCRIPT
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
