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Behavioural Insights and CRO - Measurecamp 2014 Presentation

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The slides from my presentation at Measurecamp 2014 - taking a look at the challenges with web analytics and how behavioural insights can make conversion rate optimisation much easier.

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Behavioural Insights and CRO - Measurecamp 2014 Presentation

  1. 1. Behavioural Insights & the CRO Process
  2. 2. 200,000 years of human history Written language
  3. 3. 60,000 times faster (source - http://www.billiondollargraphics.com/infographics.html)
  4. 4. Web Analytics Tests Ideas
  5. 5. Web Analytics Something is missing here Tests Ideas
  6. 6. Convert Do Not Convert Enter
  7. 7. Website title Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur dictum sagittis mollis. Aliquam nec mauris venenatis, luctus ex et, ultrices metus. Duis at porta quam. In sed nisi id lectus tincidunt fermentum. Praesent pulvinar nisi vel leo laoreet malesuada. Praesent ullamcorper tempus metus vel gravida. Duis non fringilla quam. Morbi. Lorem ipsum Dolor sit amet Consectetur adipiscing Curabitur dictum sagittis Mollis aliquam nec Mauris
  8. 8. Web Analytics Behavioural Tests Insights Ideas
  9. 9. Reach Converted Didn’t convert
  10. 10. Converted Didn’t convert Attention Product listing With a really compelling product description too. About how great the product is. Product listing With a really compelling product description too. About how great the product is.
  11. 11. Attribution Converted Didn’t convert Checkout Page Selected item £10.99 Another item £8.99 Checkout Page Selected item £10.99 Another item £8.99
  12. 12. Replay Converted Didn’t convert Delivery Details Name Email Postcode House # ******** *********** **** **** ** Delivery Details Name Email Postcode House # ******** Invalid email address **** **** **
  13. 13. Marketing Analytics Compliance/ Fraud Customer Services Sales Identify top-converting content Hone the best on-site navigation Watch and improve user journeys Optimise conversion rates Identify suspicious activity Isolate suspicious user journeys Watch real session replays Close loopholes Watch customer journey Spot and x their problem Facilitate online self-service Build a pipeline of leads Understand interests of each lead Notication of repeat visits Identify high value prospects Behavioural Insights
  14. 14. Discussion Points What does your CRO strategy look like? Are analytics metrics useful for CRO? How do you ll the knowledge gap between analytics and idea generation - what other tools do you use?

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