Conversion Rate Rockstars
How Well Do You Know Your Customers?
Feras Alhlou, @ferasa
Co-Founder & Principal Consultant, E-...
Our Story
2003 2008 2009 2012 20132011
Founded
Blog
Launched
Global Training
Program
Launched
Contributed
to Official
Goog...
www.e-nor.com, @ferasa Measure. Analyze. Optimize.
3Data-Driven Culture Roadblocks…
…that keep a company from creating a f...
www.e-nor.com, @ferasa Measure. Analyze. Optimize.
4
Infobesity: “we are drowning in #analytics data”
www.e-nor.com, @ferasa Measure. Analyze. Optimize.
5
People, Process & Technology
People
Process
Technology
www.e-nor.com, @ferasa Measure. Analyze. Optimize.
6Lack of Segmentation
www.e-nor.com, @ferasa Measure. Analyze. Optimize.
7
Source: Google Think
The Multi-device & Multi-channel Reality
www.e-nor.com, @ferasa Measure. Analyze. Optimize.
8Lack of Measurement Plan/Requirements
www.e-nor.com, @ferasa Measure. Analyze. Optimize.
9
Acquisition
Who? how many?
where from?
Behavior
Consuming? sharing?
w...
www.e-nor.com, @ferasa Measure. Analyze. Optimize.
10Go for the money!
$$$
Why
Who
What
Where
When
www.e-nor.com, @ferasa Measure. Analyze. Optimize.
11“When”
www.e-nor.com, @ferasa Measure. Analyze. Optimize.
12
Where
www.e-nor.com, @ferasa Measure. Analyze. Optimize.
13“Where”
www.e-nor.com, @ferasa Measure. Analyze. Optimize.
14Multi-Channel Funnels – Assisted Conversions
www.e-nor.com, @ferasa Measure. Analyze. Optimize.
15
What
www.e-nor.com, @ferasa Measure. Analyze. Optimize.
16
“What”
• Events – User Interactions
• Videos
• Downloads
• Outbound ...
www.e-nor.com, @ferasa Measure. Analyze. Optimize.
17
Who
www.e-nor.com, @ferasa Measure. Analyze. Optimize.
18“Who”
www.e-nor.com, @ferasa Measure. Analyze. Optimize.
19Segmentation Framework
www.e-nor.com, @ferasa Measure. Analyze. Optimize.
20
www.e-nor.com, @ferasa Measure. Analyze. Optimize.
21
Authenticated “Who”: Customer 360 View
Source: Tableau
www.e-nor.com, @ferasa Measure. Analyze. Optimize.
22
$$$
Why
www.e-nor.com, @ferasa Measure. Analyze. Optimize.
23
Reporting
Framework
Web Analytics
Social
Mobile Offline
Qualitative
...
www.e-nor.com, @ferasa Measure. Analyze. Optimize.
24Small Wins Pay Off!
www.e-nor.com, @ferasa Measure. Analyze. Optimize.
25
• Web Analytics
• Mobile Analytics
• Social Analytics
• Text Analyti...
www.e-nor.com, @ferasa Measure. Analyze. Optimize.
26
Landing Page Conversion
www.e-nor.com, @ferasa Measure. Analyze. Optimize.
27Online Surveys <-> Web Analytics
• ”I can’t find the technical produc...
www.e-nor.com, @ferasa Measure. Analyze. Optimize.
28
Content Marketing Strategy
Persona Validation
www.e-nor.com, @ferasa Measure. Analyze. Optimize.
29Survey Highlights
Survey Purpose
• To identify visitor job role
• Rea...
www.e-nor.com, @ferasa Measure. Analyze. Optimize.
30Role By Visit Type
www.e-nor.com, @ferasa Measure. Analyze. Optimize.
31
Mapping Content Consumption
to
Job Roles & Visit Purpose
www.e-nor.com, @ferasa Measure. Analyze. Optimize.
32Content/Persona Validation
• Segment on each persona
• Assess what co...
www.e-nor.com, @ferasa Measure. Analyze. Optimize.
33The Analytics Muscle Unused Will Atrophy
www.e-nor.com, @ferasa Measure. Analyze. Optimize.
34
Action Items
www.e-nor.com, @ferasa Measure. Analyze. Optimize.
35
Acquisition
Who? how many?
where from?
Behavior
Consuming? sharing?
...
www.e-nor.com, @ferasa Measure. Analyze. Optimize.
36
Thank You
@ferasa
Upcoming SlideShare
Loading in...5
×

How Well Do You Know Your Customers By Feras Alhlou

1,461
-1

Published on

SMX Advanced 2014 Session #SMX #21B - Conversion Rate Rock Stars - How Well Do You Know Your Customers? By Feras Alhlou @Ferasa Of E-Nor

Read more on e-commerce and marketing strategy at http://marketingland.com

Published in: Marketing, Technology, Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,461
On Slideshare
0
From Embeds
0
Number of Embeds
8
Actions
Shares
0
Downloads
86
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

How Well Do You Know Your Customers By Feras Alhlou

  1. 1. Conversion Rate Rockstars How Well Do You Know Your Customers? Feras Alhlou, @ferasa Co-Founder & Principal Consultant, E-Nor SMX Advanced, Seattle – June 2014
  2. 2. Our Story 2003 2008 2009 2012 20132011 Founded Blog Launched Global Training Program Launched Contributed to Official Google Blog Analytics Framework Published Dallas & Brussels Presence Established 2014 GA & eCommerce eBooks Published NYC & FL Presence Established Dubai Presence Established 2006
  3. 3. www.e-nor.com, @ferasa Measure. Analyze. Optimize. 3Data-Driven Culture Roadblocks… …that keep a company from creating a fluid corporate culture that embraces experimentation and optimizes sales strategy, internal communication, marketing and more!
  4. 4. www.e-nor.com, @ferasa Measure. Analyze. Optimize. 4 Infobesity: “we are drowning in #analytics data”
  5. 5. www.e-nor.com, @ferasa Measure. Analyze. Optimize. 5 People, Process & Technology People Process Technology
  6. 6. www.e-nor.com, @ferasa Measure. Analyze. Optimize. 6Lack of Segmentation
  7. 7. www.e-nor.com, @ferasa Measure. Analyze. Optimize. 7 Source: Google Think The Multi-device & Multi-channel Reality
  8. 8. www.e-nor.com, @ferasa Measure. Analyze. Optimize. 8Lack of Measurement Plan/Requirements
  9. 9. www.e-nor.com, @ferasa Measure. Analyze. Optimize. 9 Acquisition Who? how many? where from? Behavior Consuming? sharing? what and how? Conversions Micro & Macro Outcomes Measurement Framework Does NOT Exist Illustration Source: Google
  10. 10. www.e-nor.com, @ferasa Measure. Analyze. Optimize. 10Go for the money! $$$ Why Who What Where When
  11. 11. www.e-nor.com, @ferasa Measure. Analyze. Optimize. 11“When”
  12. 12. www.e-nor.com, @ferasa Measure. Analyze. Optimize. 12 Where
  13. 13. www.e-nor.com, @ferasa Measure. Analyze. Optimize. 13“Where”
  14. 14. www.e-nor.com, @ferasa Measure. Analyze. Optimize. 14Multi-Channel Funnels – Assisted Conversions
  15. 15. www.e-nor.com, @ferasa Measure. Analyze. Optimize. 15 What
  16. 16. www.e-nor.com, @ferasa Measure. Analyze. Optimize. 16 “What” • Events – User Interactions • Videos • Downloads • Outbound Links • Outcomes
  17. 17. www.e-nor.com, @ferasa Measure. Analyze. Optimize. 17 Who
  18. 18. www.e-nor.com, @ferasa Measure. Analyze. Optimize. 18“Who”
  19. 19. www.e-nor.com, @ferasa Measure. Analyze. Optimize. 19Segmentation Framework
  20. 20. www.e-nor.com, @ferasa Measure. Analyze. Optimize. 20
  21. 21. www.e-nor.com, @ferasa Measure. Analyze. Optimize. 21 Authenticated “Who”: Customer 360 View Source: Tableau
  22. 22. www.e-nor.com, @ferasa Measure. Analyze. Optimize. 22 $$$ Why
  23. 23. www.e-nor.com, @ferasa Measure. Analyze. Optimize. 23 Reporting Framework Web Analytics Social Mobile Offline Qualitative CRM Connect The Dots To Answer: “Why”
  24. 24. www.e-nor.com, @ferasa Measure. Analyze. Optimize. 24Small Wins Pay Off!
  25. 25. www.e-nor.com, @ferasa Measure. Analyze. Optimize. 25 • Web Analytics • Mobile Analytics • Social Analytics • Text Analytics • Offline • …..
  26. 26. www.e-nor.com, @ferasa Measure. Analyze. Optimize. 26 Landing Page Conversion
  27. 27. www.e-nor.com, @ferasa Measure. Analyze. Optimize. 27Online Surveys <-> Web Analytics • ”I can’t find the technical product description” • “your product appears to be solid, but I am interested in customization features and API import/export capabilities” • “how technical does the system admin need to be, I can’t tell from the info provided” • “I am a system admin and I need to know your system up-time and technical support you provide, can’t find this information”
  28. 28. www.e-nor.com, @ferasa Measure. Analyze. Optimize. 28 Content Marketing Strategy Persona Validation
  29. 29. www.e-nor.com, @ferasa Measure. Analyze. Optimize. 29Survey Highlights Survey Purpose • To identify visitor job role • Reason for visiting the site Survey Metrics • Views: 199K • Responses: 4,602 • Response Rate: 2.3%
  30. 30. www.e-nor.com, @ferasa Measure. Analyze. Optimize. 30Role By Visit Type
  31. 31. www.e-nor.com, @ferasa Measure. Analyze. Optimize. 31 Mapping Content Consumption to Job Roles & Visit Purpose
  32. 32. www.e-nor.com, @ferasa Measure. Analyze. Optimize. 32Content/Persona Validation • Segment on each persona • Assess what content is consumed • Identify interesting interactions
  33. 33. www.e-nor.com, @ferasa Measure. Analyze. Optimize. 33The Analytics Muscle Unused Will Atrophy
  34. 34. www.e-nor.com, @ferasa Measure. Analyze. Optimize. 34 Action Items
  35. 35. www.e-nor.com, @ferasa Measure. Analyze. Optimize. 35 Acquisition Who? how many? where from? Behavior Consuming? sharing? what and how? Conversion Micro & Macro Outcomes • Visits By Channel • Unique site visitors • Top 25 Downloads • Top 25 Videos • % of visits downloading/viewing content • % of visits sharing content • Total form submissions (e.g. product demo form) • Conversion Rate Measurement Framework – Build Your Own • % Organic Search • % Paid Search • % Display • % Social-referred visits • % Mobile Visits • Top landing pages • % New visitors • Page views per visit • Page depth for new and returning visits • Downloads per visit • Video views per visit • Video view duration and percentage • Non interaction rate (~bounce rate) • Time on site for visits > 2 page views • Carousel Clicks • Conversion rate by Organic Traffic • Conversion rate by Paid Traffic • Conversion rate by Display • Conversion rate for mobile/desktop
  36. 36. www.e-nor.com, @ferasa Measure. Analyze. Optimize. 36 Thank You @ferasa
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×