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Finding the Data in Conversion Optimization By Andrew Garberson

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From the SMX Advanced Conference in Seattle, Washington June 22-23, 2016. SESSION: Conversion Rates & The Law of Diminishing Astonishment . PRESENTATION: Finding the Data in Conversion Optimization - Given by Andrew Garberson, @garberson - LunaMetrics, Manager of Search Marketing. #SMX #22B

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Finding the Data in Conversion Optimization By Andrew Garberson

  1. 1. #SMX #22B @agarberson Finding the Data in Conversion Optimization
  2. 2. #SMX #22B @agarberson
  3. 3. #SMX #22B @agarberson
  4. 4. #SMX #22B @agarberson
  5. 5. #SMX #22B @agarberson
  6. 6. #SMX #22B @agarberson
  7. 7. #SMX #22B @agarberson Finding the Data in Conversion Optimization
  8. 8. #SMX #22B @agarberson
  9. 9. #SMX #22B @agarberson
  10. 10. #SMX #22B @agarberson This way is north, right?
  11. 11. #SMX #22B @agarberson Listen to me, DUMMY!
  12. 12. #SMX #22B @agarberson Can’t hear you!
  13. 13. #SMX #22B @agarberson This looks like a path.
  14. 14. #SMX #22B @agarberson We’re almost there!
  15. 15. #SMX #22B @agarberson If only YOU had listened…
  16. 16. #SMX #22B @agarberson Pinterest AdRoll Magestic Maxymiser Kissmetrics Marin ConstantContact Cyfe Supermetrics Buzzstream VWO Clicktale Compete Hubspot Pardot ExactTarget Oracle Marketo SEMRush SpyFu Moz NerdyData Followerwonk Buffer Hootsuite Percolate Google Analytics Google AdWords Bing Ads Google Trends Google Search Console Bing Webmaster Tools NewsCred Skyword Kapost Parse.ly Twitter Contently Tableau Adobe Target Optimize.ly Unbounce HotJar CrazyEgg Bit.ly MailChimp Campaign Monitor Rapportive SendGrid Kenshoo Acquisio Facebook Twitter and many many more
  17. 17. #SMX #22B @agarberson This is a path and based on my intuition it looks like it may be going in the right general direction so let’s assume it’s correct and follow it to god-knows-where.
  18. 18. #SMX #22B @agarberson Reporting in AdWords Analytics Optimize
  19. 19. #SMX #22B @agarberson Reporting in AdWords Analytics Optimize Have been doing Should be doing Will be doing
  20. 20. #SMX #22B @agarberson Reporting in AdWords
  21. 21. #SMX #22B @agarberson
  22. 22. #SMX #22B @agarberson Brain overload
  23. 23. #SMX #22B @agarberson bit.ly/smx-cro-exp
  24. 24. #SMX #22B @agarberson bit.ly/smx-cro-label
  25. 25. #SMX #22B @agarberson bit.ly/smx-cro-reports
  26. 26. #SMX #22B @agarberson Wait... which metrics?
  27. 27. #SMX #22B @agarberson Headline Display URL Description Description
  28. 28. #SMX #22B @agarberson Conv. Rate
  29. 29. #SMX #22B @agarberson bit.ly/smx-cro-stats
  30. 30. #SMX #22B @agarberson Reporting in Analytics
  31. 31. #SMX #22B @agarberson
  32. 32. #SMX #22B @agarberson OMG I’m so excited! This is me
  33. 33. #SMX #22B @agarberson It’s been 6 hours…This is you
  34. 34. #SMX #22B @agarberson bit.ly/smx-cro-seg
  35. 35. #SMX #22B @agarberson bit.ly/smx-cro-seg
  36. 36. #SMX #22B @agarberson
  37. 37. #SMX #22B @agarberson
  38. 38. #SMX #22B @agarberson bit.ly/smx-cro-events
  39. 39. #SMX #22B @agarberson bit.ly/smx-cro-events
  40. 40. #SMX #22B @agarberson
  41. 41. #SMX #22B @agarberson
  42. 42. #SMX #22B @agarberson Reporting in Optimize
  43. 43. #SMX #22B @agarberson
  44. 44. #SMX #22B @agarberson
  45. 45. #SMX #22B @agarberson
  46. 46. #SMX #22B @agarberson bit.ly/smx-cro-tfa
  47. 47. #SMX #22B @agarberson bit.ly/smx-cro-tfa
  48. 48. #SMX #22B @agarberson bit.ly/smx-cro-tfa
  49. 49. #SMX #22B @agarberson
  50. 50. #SMX #22B @agarberson Pinterest AdRoll Magestic Maxymiser Kissmetrics Marin ConstantContact Cyfe Supermetrics Buzzstream VWO Clicktale Compete Hubspot Pardot ExactTarget Oracle Marketo SEMRush SpyFu Moz NerdyData Followerwonk Buffer Hootsuite Percolate Google Analytics Google AdWords Bing Ads Google Trends Google Search Console Bing Webmaster Tools NewsCred Skyword Kapost Parse.ly Twitter Contently Tableau Adobe Target Optimize.ly Unbounce HotJar CrazyEgg Bit.ly MailChimp Campaign Monitor Rapportive SendGrid Kenshoo Acquisio Facebook Twitter and many many more
  51. 51. #SMX #22B @agarberson This is a path and based on my intuition it looks like it may be going in the right general direction so let’s assume it’s correct and follow it to god-knows-where.
  52. 52. #SMX #22B @agarberson LISTEN TO ME, DUMMY!
  53. 53. #SMX #22B @agarberson This way is north, right?
  54. 54. #SMX #22B @agarberson
  55. 55. #SMX #22B @agarberson LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT #SMXEAST

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