Increasing Conversion with Valuable Data by Marc Downer

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Presentation delivered at the Digital Marketing Show 2013 (www.digitalmarketingshow.co.uk)

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Increasing Conversion with Valuable Data by Marc Downer

  1. 1. INCREASING CONVERSION WITH VALUABLE DATA
  2. 2. WHO AM I? Head of User Experience, Pancentric Digital • 6+ Years Industry Experience working with clients such as Thomson Reuters, Comet, Silverstone, Camelot, L’oreal, etc..
  3. 3. MY ROLE • Growing importance and influence within a fully integrated agency, agile project delivery, iterative approach, collaboration with every department • 5 years ago Pancentric understood the importance of user centred approach • Run upfront discovery sessions
  4. 4. WHAT MAKES ME TICK • Customer behaviour • Getting into the minds of the customer • Making customers experiences great!
  5. 5. DO YOU KNOW WHAT YOUR USERS v ARE REALLY DOING ON YOUR SITE?
  6. 6. CONSEQUENCES OF A BAD ONLINE EXPERIENCE…
  7. 7. WHY KNOWING WHAT YOUR USERS ARE DOING IS SO IMPORTANT!
  8. 8. HOW DO WE GET THIS USER BEHAVIOUR INSIGHT?
  9. 9. 84% to 88% correlation between mouse and eye movements
  10. 10. HEATMAPS
  11. 11. CLICKMAP
  12. 12. SCROLL REACH v
  13. 13. INTERPERATING THE DATA
  14. 14. WHAT SHOULD YOU DO WITH ALL THIS DATA?
  15. 15. TESTING
  16. 16. INCREASING TRAFFIC DOESN’T INCREASE CONVERSION
  17. 17. YOU NEED MORE THAN GOOGLE ANALYTICS
  18. 18. THINK PUMP… Think petrol station pump and it will be clearer.
  19. 19. ROAD SIGN
  20. 20. UH OH.
  21. 21. CONVERSION OPTIMISATION CALLED IN TO IMPROVE THE FORMULA.
  22. 22. WE IDENTIFIED 3 OUT OF THE 4 PUMPS WERE NOT WORKING.
  23. 23. FILL THE PUMPS The solution to the problem was easy, to fill the pumps.
  24. 24. A LOT OF CONVERSION ISSUES ARE THIS EASY TO FIX. Most conversion issues do not require large re-designs or development. Most of the time it could be to a name on a button, it could be the placement of a form or an error with a particular element. Carrying out this crucial insight will find these issues and fix them!
  25. 25. THANKS FOR LISTENING… Email marc.downer@pancentric.com Twitter @pancentric Website www.pancentric.com Talk to me after I will be at stand number D60
  26. 26. ANY QUESTIONS?

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