Tips & pitfalls when measuring online conversions


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8 tips & pitfalls when measuring online conversions

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Tips & pitfalls when measuring online conversions

  1. 1. TIPS & PITFALLS WHEN MEASURING WEBSITE CONVERSIONS<br />Béate Vervaecke<br />e-Zen<br />RelationshipMarketing Congres<br />20 mei 2010<br />
  2. 2. e-Zen?<br />Freelance online marketeer<br />Specialized in:<br />E-mail <br />AdWords<br />Google Analytics<br />Past<br />Technopolis: first website in 1998<br />Kluwer: e-channel marketeer<br />
  3. 3. Pitfall nr. 1<br />Setting up goals & funnels incorrectly:<br />Forgetting about goals<br />Forgetting about paths to certain goals <br />
  4. 4. Pitfall nr. 1<br />What is a goal?<br />Thank you page of an order, of a registration, of a request for information, <br />Page to locate nearby dealers<br />About us page<br />...<br />
  5. 5. Pitfall nr. 1<br />What is a funnel?<br />The pages one has to pass in order to reach a goal<br />
  6. 6. Pitfall nr. 1<br />Forgetting about paths to certain goals – not including them in the funnel<br />2002<br />
  7. 7. Open funnel<br />Pitfall nr. 1<br />130<br />
  8. 8. Pitfall nr. 1<br />Closed funnel<br />
  9. 9. Pitfall nr. 1<br />Solution<br />Start with an open funnel when unsure about the path<br />Have an open funnel in a separate profile<br />
  10. 10. Pitfall nr. 1<br />Solution<br />Check the path through the navigation summary in the Content section<br />Check the url (or parts of it) in the Content section, and see how many url’s are returned<br />
  11. 11. Pitfall nr. 1<br />Solution<br />Check with back-office conversions – they should be in the 10% range of the conversions via GA<br />
  12. 12. Pitfall nr. 2<br />Sticking to averages<br /><br />5-mei-09<br />12<br />
  13. 13. Pitfall nr. 2<br />Solution: Traffic sources report<br />Use campaign tagging!<br />
  14. 14. Pitfall nr. 2<br />Solution: use a segment<br />
  15. 15. Pitfall nr. 3<br />Beware of a sole focus on percentages<br />Day 1: 4% conversion rate<br /> 5.000 visits => 200 sales<br />Day 2: 10% conversion rate<br /> 1.000 visits => 100 sales<br />
  16. 16. Pitfall nr. 4<br />No focus on optimizing the end of the funnel<br />
  17. 17. Pitfall nr. 5<br />Beware of a sole focus on 1 metric<br />Even with high bounce ratesa source can be profitable in cost/conversion<br />=> Look at a mix of website usage and conversion rate<br />
  18. 18. Pitfall nr. 6<br />Beware of returning visitors and the time to conversion<br />72% convert in 1 visit or in next visit on the same day<br />
  19. 19. Pitfall nr. 7<br />Know the rules of conversion attribution when a conversion happens in a returning visit<br /><ul><li>Conversion attributed to the source of the first visit?</li></ul>If so – how long before the cookie expires?<br /><ul><li>Conversion attributed to the source of the last visit?
  20. 20. Or a mix?</li></li></ul><li>Pitfall nr. 7<br />For GA: check out<br />In short:<br />When a direct visit with conversion follows on a visit through a traffic source, then the traffic source gets the attribution for the conversion, NOT the direct visit<br />
  21. 21. Pitfall nr. 8<br />Know thy statistics and it’s signifance<br />Don’t act on only 50 visits<br />When comparing, check the statistical significance of the needed sample size<br />=> advanced AB calculator Buldog solutions<br />
  22. 22. Sources<br />Setting goals & funnels<br /><br /><br />Traffic sources<br /><br />Adding campaigntracking<br /><br /><br />5-mei-09<br />22<br />
  23. 23. Sources<br />Segmenting:<br /><br />Google Analytics Conversion University:<br /><br /><br />5-mei-09<br />23<br />
  24. 24. Thank you!Questions?Béate Vervaeckebeate@e-zen.be0486 85 15 48<br />