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Using Analytics toImprove Conversions and Sales<br />Presented by:<br />Janet Driscoll Miller<br />Search Mojo<br />
Improving sales comes down to 3 steps:<br />Step 1:<br />Setup tools<br />Step 2:<br />Perform tests<br />Step 3:<br />Mea...
Step 1:Setup Your Tools<br />
Tools You’ll Need<br />Web Analytics Package<br />Google Analytics<br />OmnitureSiteCatalyst<br />WebTrends<br />Gives you...
Tools You’ll Need<br />A/B or Multivariate Testing Package<br />Google Website Optimizer (free)<br />Omniture Test and Tar...
Tools You’ll Need<br />Marketing Automation Tool<br />Eloqua<br />Marketo<br />Silverpop B2B Engage<br />Additional analyt...
Tools You’ll Need<br />CRM<br />Salesforce.com<br />SugarCRM<br />Track leads/sales<br />Track campaign data down to sales...
Step 2:Perform Tests<br />
Conversion Rate Optimization(CRO)<br />Website Home Page<br />Average Conversion Rate: 1.17%<br />Special Landing Page<br ...
What Should You Test?<br />Button color<br />Button verbiage<br />Message<br />Headings<br />Images<br />Video<br />Long v...
Case Study 1:Video Offer vs. Whitepaper Offer<br />
Step 3:Measure, measure, measure!<br />
Measurement<br />Don’t stop with website analytics!<br />Which keywords/campaigns/pages:<br />Drive the most customers?<br...
Side Note: Social Analytics<br />You CAN measure analytics for social<br />You CAN track lead sources from social<br />
Two Social Media Analytics Resources:<br />Add tracking code to Facebook pages<br />Google Tagging Tool<br />http://www.go...
<imgsrc='http://ga.webdigi.co.uk/fbga.php?googlecode=Profile#Here&googledomain=facebook.com&pagelink=http%3A//www.facebook...
Additional Resources<br />Occam’s Razorwww.kaushik.net/avinash/<br />Search Marketing Sageblog.search-mojo.com<br />Post C...
More Information<br />Weekly Twitter Chat hosted by Ion Interactive<br />Thursdays, 2 p.m. ET<br />#CROchat<br />Blogs<br ...
Janetdmiller
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Analytics and conversion rate optimization - Pubcon Dallas

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Transcript of "Analytics and conversion rate optimization - Pubcon Dallas"

  1. 1. Using Analytics toImprove Conversions and Sales<br />Presented by:<br />Janet Driscoll Miller<br />Search Mojo<br />
  2. 2. Improving sales comes down to 3 steps:<br />Step 1:<br />Setup tools<br />Step 2:<br />Perform tests<br />Step 3:<br />Measure, measure, measure!<br />
  3. 3. Step 1:Setup Your Tools<br />
  4. 4. Tools You’ll Need<br />Web Analytics Package<br />Google Analytics<br />OmnitureSiteCatalyst<br />WebTrends<br />Gives you basic website statistics and data<br />
  5. 5. Tools You’ll Need<br />A/B or Multivariate Testing Package<br />Google Website Optimizer (free)<br />Omniture Test and Target<br />Ion Interactive LiveBall<br />Sitespect<br />Allows you test variations of web pages to see which performs best<br />
  6. 6. Tools You’ll Need<br />Marketing Automation Tool<br />Eloqua<br />Marketo<br />Silverpop B2B Engage<br />Additional analytics info<br />Identifies which users respond to specific campaigns<br />“Score” leads based on analytics<br />
  7. 7. Tools You’ll Need<br />CRM<br />Salesforce.com<br />SugarCRM<br />Track leads/sales<br />Track campaign data down to sales, lifetime value<br />
  8. 8. Step 2:Perform Tests<br />
  9. 9. Conversion Rate Optimization(CRO)<br />Website Home Page<br />Average Conversion Rate: 1.17%<br />Special Landing Page<br />Average Conversion Rate: 12.5%<br />Get the BEST conversion rate you can<br />Perform A/B and multivariate tests<br />
  10. 10. What Should You Test?<br />Button color<br />Button verbiage<br />Message<br />Headings<br />Images<br />Video<br />Long vs. short copy<br />Award logos<br />Trust logos (i.e. eTrust, etc.)<br />Offers<br />Pricing<br />Video vs. image<br />Navigation<br />Form length<br />Segmentation paths v. landing page<br />
  11. 11. Case Study 1:Video Offer vs. Whitepaper Offer<br />
  12. 12.
  13. 13. Step 3:Measure, measure, measure!<br />
  14. 14. Measurement<br />Don’t stop with website analytics!<br />Which keywords/campaigns/pages:<br />Drive the most customers?<br />Drive the highest value sales?<br />Drive the highest lifetime value?<br />Case Study: WebSurveyor<br />Highest average initial purchase: Google<br />Highest average lifetime value: MSN<br />
  15. 15. Side Note: Social Analytics<br />You CAN measure analytics for social<br />You CAN track lead sources from social<br />
  16. 16. Two Social Media Analytics Resources:<br />Add tracking code to Facebook pages<br />Google Tagging Tool<br />http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55578<br />
  17. 17. <imgsrc='http://ga.webdigi.co.uk/fbga.php?googlecode=Profile#Here&googledomain=facebook.com&pagelink=http%3A//www.facebook.com/SearchMojo&pagetitle=WebinarForm'></img><br /><script type="text/javascript"><br />vargaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www.");<br />document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E"));<br /></script><br /><script type="text/javascript"><br />try {<br />varpageTracker = _gat._getTracker(“Profile#Here");<br />pageTracker._trackPageview();<br />} catch(err) {}</script><br />
  18. 18.
  19. 19. Additional Resources<br />Occam’s Razorwww.kaushik.net/avinash/<br />Search Marketing Sageblog.search-mojo.com<br />Post Click Marketing Blogpostclickmarketing.com<br />
  20. 20. More Information<br />Weekly Twitter Chat hosted by Ion Interactive<br />Thursdays, 2 p.m. ET<br />#CROchat<br />Blogs<br />Blog.search-mojo.com<br />www.ioninteractive.com/post-click-marketing-blog.com<br />People to follow on Twitter<br /><ul><li>Avinashkaushik
  21. 21. Janetdmiller
  22. 22. Kaitlyn07
  23. 23. Meganleap
  24. 24. Annatalerico
  25. 25. Tim_ash
  26. 26. Joannalord
  27. 27. katemorris</li></li></ul><li>Contact Information<br />Janet Driscoll Miller<br />jmiller@search-mojo.com<br />800-939-5938 x101<br />LinkedIn: www.linkedin.com/in/janetdriscollmiller<br />Twitter: janetdmiller<br />Facebook: www.facebook.com/SearchMojo<br />

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