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N1 how to guide: measurement for growth
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N1 how to guide: measurement for growth

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A guide to getting more from measurement and analytics around your digital stuff.

A guide to getting more from measurement and analytics around your digital stuff.

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  • 1. Measurement for GrowthNation 1 © NATION1.CO.UK
  • 2. Measurement for GrowthLooking at how people interact with websites, how thiscan be measured using analytics, and how making evensmall changes can have a dramatic impact to online sales. © NATION1.CO.UK
  • 3. © NATION1.CO.UK
  • 4. Top TasksDon’t let the tiny tasks nibble your site to death! Find you contact details. Make a purchase, Submit an enquiry,Find a price, Register, Download PDF, © NATION1.CO.UK
  • 5. Site conversion ! Goal Completion! © NATION1.CO.UK
  • 6. Customer Groups Branded Keyword PPC TV campaign Print Responded to Offer in Email campaignSegmentation Actionable Insights Conversion © NATION1.CO.UK
  • 7. Campaign Cost Unique Depth of Average Goal Goal Cost per Visitors Visit Time on Conversions Conversion Acquisition Site RateBranded £2,500 150,000 1.5 30s 150 0.1% £16.67Keyword (SE0)SearchNon £2,500 75,000 2.5 45s 90 0.12% £27.80Branded (SEO)KeywordSearchGoogle/PPC £6,500 12,000 4.6 75s 300 2.5% £21.67Twitter £500 6,000 15 125s 360 6.0% £1.46Partner Free 1,300 17.5 80s 195 15.0% FreeReferral © NATION1.CO.UK
  • 8. © NATION1.CO.UK
  • 9. Compare and ContrastWhy Goal Conversion Rate higher for Twittercustomers than Google PPCAre your landing pages doing their job?What is their job?Is there a gulf of expectation? © NATION1.CO.UK
  • 10. Marketing Experiments• Landing Page A v Landing Page B• Which test won?• Take a vote – did you guess the same way as your customer?• Are you like your customer? © NATION1.CO.UK
  • 11. http://whichtestwon.com/archives/2450 © NATION1.CO.UK
  • 12. © NATION1.CO.UK
  • 13. Experts 12% difference How site visitors voted: Version A (44%) Version B (56%)CONCLUSIONYou are not your customers! Customers 72.7%Opinion based decisionsmaking to Data baseddecision making! Actual Test Results: Version B’s embedded lead generation form increased form completions 72.72%, when compared to Version A. This test won a Gold Ribbon in our Testing Awards in B2C Lead Generation Test category. © NATION1.CO.UK
  • 14. Conversion Funnel © NATION1.CO.UK
  • 15. MVTWhy second guess your customer whenyou can ask them 24/7 live on your site?Google Website OptimizerFree ToolA/B test different designsMultivariate Testing of Page ElementsConversion Rate Optimisation © NATION1.CO.UK
  • 16. Opinion based decisionmaking to Data baseddecision making © NATION1.CO.UK