rule with data: measurement for your business
TRANSCRIPT
measurementRule with Data Measurement for your business
Vassilena Valchanova
• 10 years of marketing experience
• Check out valchanova.me
• Digital Strategist @ Enhancv
• Passionate science geek @ Ratio
Why you need data
• Know where you stand
• Find out how to improve
• Kill anecdotal evidence
• Be deliberate about your work
Qualitative vs quantitative data
Evolution
Image Credit
Small A/B tests, clear winner
Layout and multivariate tests
Copy, persuasionUser feedback, major changes
big wins
Historical data vs benchmarks
The average conversion rate in the USA is 2%whether you’re selling elephants or iPods.
Avinash Kaushik
measurementWhat data can tell you — and how?
The funnel
Your audience
Traffic sources
Engaging content
Ease of interaction
Target action
Who’s your user?
measurementGoogle Analytics User Demographics
measurementFacebook Audience Insights
measurementLinkedIn Website Demographics
Who’s your user?
• Google Analytics
• Facebook Audience Insights
• LinkedIn Website Audiences
What channels work?
What channels work?
• Traffic
• QUALITY traffic
How to engage people?
measurementGoogle Analytics Pairing Metrics
It’s not all numbers
measurementThe Beauty of Hotjar
By God, talk to people!
How to engage people?
• Bounce rate
• Time on site
• Scroll rate
• Shares
• Visitor recordings
• Surveys
measurementPutting it all together
Tools to Use
measurementThank you! Any Questions? The slides: valchanova.me/slides