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Analytics and conversion rate optimization - Pubcon Dallas
Analytics and conversion rate optimization - Pubcon Dallas
Analytics and conversion rate optimization - Pubcon Dallas
Analytics and conversion rate optimization - Pubcon Dallas
Analytics and conversion rate optimization - Pubcon Dallas
Analytics and conversion rate optimization - Pubcon Dallas
Analytics and conversion rate optimization - Pubcon Dallas
Analytics and conversion rate optimization - Pubcon Dallas
Analytics and conversion rate optimization - Pubcon Dallas
Analytics and conversion rate optimization - Pubcon Dallas
Analytics and conversion rate optimization - Pubcon Dallas
Analytics and conversion rate optimization - Pubcon Dallas
Analytics and conversion rate optimization - Pubcon Dallas
Analytics and conversion rate optimization - Pubcon Dallas
Analytics and conversion rate optimization - Pubcon Dallas
Analytics and conversion rate optimization - Pubcon Dallas
Analytics and conversion rate optimization - Pubcon Dallas
Analytics and conversion rate optimization - Pubcon Dallas
Analytics and conversion rate optimization - Pubcon Dallas
Analytics and conversion rate optimization - Pubcon Dallas
Analytics and conversion rate optimization - Pubcon Dallas
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Analytics and conversion rate optimization - Pubcon Dallas

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Janet Driscoll Miller's presentation from Pubcon Dallas 2010

Janet Driscoll Miller's presentation from Pubcon Dallas 2010

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Transcript

  • 1. Using Analytics toImprove Conversions and Sales
    Presented by:
    Janet Driscoll Miller
    Search Mojo
  • 2. Improving sales comes down to 3 steps:
    Step 1:
    Setup tools
    Step 2:
    Perform tests
    Step 3:
    Measure, measure, measure!
  • 3. Step 1:Setup Your Tools
  • 4. Tools You’ll Need
    Web Analytics Package
    Google Analytics
    OmnitureSiteCatalyst
    WebTrends
    Gives you basic website statistics and data
  • 5. 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
  • 6. 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
  • 7. Tools You’ll Need
    CRM
    Salesforce.com
    SugarCRM
    Track leads/sales
    Track campaign data down to sales, lifetime value
  • 8. Step 2:Perform Tests
  • 9. 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
  • 10. 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
  • 11. Case Study 1:Video Offer vs. Whitepaper Offer
  • 12.
  • 13. Step 3:Measure, measure, measure!
  • 14. 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
  • 15. Side Note: Social Analytics
    You CAN measure analytics for social
    You CAN track lead sources from social
  • 16. 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
  • 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>
    <script type="text/javascript">
    vargaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www.");
    document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E"));
    </script>
    <script type="text/javascript">
    try {
    varpageTracker = _gat._getTracker(“Profile#Here");
    pageTracker._trackPageview();
    } catch(err) {}</script>
  • 18.
  • 19. Additional Resources
    Occam’s Razorwww.kaushik.net/avinash/
    Search Marketing Sageblog.search-mojo.com
    Post Click Marketing Blogpostclickmarketing.com
  • 20. More Information
    Weekly Twitter Chat hosted by Ion Interactive
    Thursdays, 2 p.m. ET
    #CROchat
    Blogs
    Blog.search-mojo.com
    www.ioninteractive.com/post-click-marketing-blog.com
    People to follow on Twitter
  • Contact Information
    Janet Driscoll Miller
    jmiller@search-mojo.com
    800-939-5938 x101
    LinkedIn: www.linkedin.com/in/janetdriscollmiller
    Twitter: janetdmiller
    Facebook: www.facebook.com/SearchMojo

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