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Analytics and conversion rate optimization - Pubcon Dallas
 

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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    Analytics and conversion rate optimization - Pubcon Dallas Analytics and conversion rate optimization - Pubcon Dallas Presentation 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
    • <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>
    • Additional Resources
      Occam’s Razorwww.kaushik.net/avinash/
      Search Marketing Sageblog.search-mojo.com
      Post Click Marketing Blogpostclickmarketing.com
    • 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
      • Avinashkaushik
      • Janetdmiller
      • Kaitlyn07
      • Meganleap
      • Annatalerico
      • Tim_ash
      • Joannalord
      • katemorris
    • 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