Analytics and conversion rate optimization pubcon dallas - 04152010Presentation Transcript
Using Analytics toImprove Conversions and Sales Presented by: Janet Driscoll Miller Search Mojo
Improving sales comes down to 3 steps: Step 1: Setup tools Step 2: Perform tests Step 3: Measure, measure, measure!
Step 1:Setup Your Tools
Tools You’ll Need Web Analytics Package Google Analytics OmnitureSiteCatalyst WebTrends Gives you basic website statistics and data
Tools You’ll Need A/B or Multivariate Testing Package Google Website Optimizer (free) Omniture Test and Target Ion Interactive LiveBall Sitespect Allows you test variations of web pages to see which performs best
Tools You’ll Need Marketing Automation Tool Eloqua Marketo Silverpop B2B Engage Additional analytics info Identifies which users respond to specific campaigns “Score” leads based on analytics
Tools You’ll Need CRM Salesforce.com SugarCRM Track leads/sales Track campaign data down to sales, lifetime value
Step 2:Perform Tests
Conversion Rate Optimization(CRO) Website Home Page Average Conversion Rate: 1.17% Special Landing Page Average Conversion Rate: 12.5% Get the BEST conversion rate you can Perform A/B and multivariate tests
What Should You Test? Button color Button verbiage Message Headings Images Video Long vs. short copy Award logos Trust logos (i.e. eTrust, etc.) Offers Pricing Video vs. image Navigation Form length Segmentation paths v. landing page
Case Study 1:Video Offer vs. Whitepaper Offer
Step 3:Measure, measure, measure!
Measurement Don’t stop with website analytics! Which keywords/campaigns/pages: Drive the most customers? Drive the highest value sales? Drive the highest lifetime value? Case Study: WebSurveyor Highest average initial purchase: Google Highest average lifetime value: MSN
Side Note: Social Analytics You CAN measure analytics for social You CAN track lead sources from social
Two Social Media Analytics Resources: Add tracking code to Facebook pages Google Tagging Tool http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55578