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Using Data to Inform Development

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Learn how you can use marketing analytics and data to prioritize development tasks as well as measure the business impact of those development projects. As well, in this video we’ll review some of the common pitfalls that can keep you from successfully using data in your development projects.

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Using Data to Inform Development

  1. 1. Ways to Use Data to Inform Development October 1, 2015 Matthew Edgar Elementive Marketing Solutions
  2. 2. Before we get started… Matthew Edgar • Web Consultant at Elementive • Specialize in… • Usability • Conversion optimization • Search Marketing • Data Analysis • 15+ years developing websites Contact information 303-897-8707 matthew@elementive.com @MatthewEdgarCO www.Elementive.com
  3. 3. DATA-DRIVEN DEVELOPMENT
  4. 4. Don’t blindly follow what the data tells you to do…
  5. 5. Don’t blindly follow what the data tells you to do… NAVIGATOR, NOT DRIVER
  6. 6. TWO PARTS TO USING DATA TO INFORM DEVELOPMENT
  7. 7. 1. Point in the right direction.
  8. 8. 2. Measure impact.
  9. 9. THIS DOESN’T HAVE TO BE HARD
  10. 10. RIGHT DIRECTION
  11. 11. Example Scenario ?
  12. 12. When BUDGET and OUTCOME DON’T LINE UP
  13. 13. What Is The Goal?
  14. 14. What To Measure How many people know about you? Visits, views, impressions
  15. 15. What To Measure How many people want to learn more? Read rate, watch videos, email opens
  16. 16. What To Measure How many people interacted? Shares, links, comments, connections, clicks
  17. 17. What To Measure Are people convinced? Mental state? Content paths understood?
  18. 18. What To Measure Are people converting? Purchases, leads
  19. 19. What To Measure How are repeat & referral levels? Churn rate, retention rate, referral volume
  20. 20. The End Result Page URL Percent Of Pageviews Total Pageviews Average Time On Page Entrances Exits Home 25.81% 2286 1:11 1,857 40.94% Category 1 8.74% 774 1:16 192 35.94% Category 2 7.71% 683 1:56 230 56.52% Category 3 6.93% 614 2:49 198 72.89% About Page 4.51% 399 1:45 35 44.86% Services Page 4.39% 389 1:15 37 33.68% Contact 3.64% 322 3:49 90 44.10% Help 2.27% 201 1:32 21 32.34% Category 4 1.71% 151 1:11 72 43.05% Product Page 1 1.65% 146 2:04 14 33.56%
  21. 21. The End Result Page URL Percent Of Pageviews Total Pageviews Average Time On Page Entrances Exits Home 25.81% 2286 1:11 1,857 40.94% Category 1 8.74% 774 1:16 192 35.94% Category 2 7.71% 683 1:56 230 56.52% Category 3 6.93% 614 2:49 198 72.89% About Page 4.51% 399 1:45 35 44.86% Services Page 4.39% 389 1:15 37 33.68% Contact 3.64% 322 3:49 90 44.10% Help 2.27% 201 1:32 21 32.34% Category 4 1.71% 151 1:11 72 43.05% Product Page 1 1.65% 146 2:04 14 33.56%
  22. 22. The End Result Page URL Percent Of Pageviews Total Pageviews Average Time On Page Entrances Exits Home 25.81% 2286 1:11 1,857 40.94% Category 1 8.74% 774 1:16 192 35.94% Category 2 7.71% 683 1:56 230 56.52% Category 3 6.93% 614 2:49 198 72.89% About Page 4.51% 399 1:45 35 44.86% Services Page 4.39% 389 1:15 37 33.68% Contact 3.64% 322 3:49 90 44.10% Help 2.27% 201 1:32 21 32.34% Category 4 1.71% 151 1:11 72 43.05% Product Page 1 1.65% 146 2:04 14 33.56%
  23. 23. MEASURE IMPACT
  24. 24. Example Scenario
  25. 25. Why is website speed important? • According to a recent blog post from KissMetrics; A 1 second delay can lead to a 7% loss in conversions Source: https://blog.kissmetrics.com/loading-time/
  26. 26. The End Result Page URL Conversion Rate Page Load Time Exit Rate Bounce Rate Home 4.27% 3.2 24.3% 39.1% Product A 7.89% 2.5 18.4% 29.5% Product B 1.03% 3.7 58.7% 47.6% Product C 0% 4.6 84.6% 71.8%
  27. 27. The End Result Page URL Conversion Rate Page Load Time Exit Rate Bounce Rate Home 4.27% 3.2 24.3% 39.1% Product A 7.89% 2.5 18.4% 29.5% Product B 1.03% 3.7 58.7% 47.6% Product C 0% 4.6 84.6% 71.8%
  28. 28. Faster Site, Higher Conversions =
  29. 29. COMMON DATA TRAPS
  30. 30. Analyze What You Need
  31. 31. Accurate Enough
  32. 32. Avoid Number Fixation
  33. 33. Questions & THANK YOU! Matthew Edgar 303-897-8707 matthew@elementive.com

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