Go beyond day-to-day, push your conversion optimisation campaigns further with the tools you already have and use. I’ll be running through 3 scenarios: a qual exercise, form progression visualization and targeting & personalization with an emphasis around Javascript, tagmanager and universal analytics including how to use them for those scenarios.

1. Taking conversion
optimisation to the next
level
Trent Yunus Head of Conversions Strategy
trent.yunus@twentysixdigital.com

2. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
Benefits
Time, Investment
Waste of timeBiggest Gains Decay

3. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
“Business as usual
isn't static, it’s decay.”
– Finn Christo, Boohoo.com International Ecommerce Manager
Go beyond day-to-day.

4. The emotional, cognitive and behavioural connection that exists, at any point in time and
over time, between a user and a technological resource.
Optimising conversions = optimising engagement
Engagement
Feelings: Happy?
Sad?
Mental State: Stressed? Confused?
Understands what is required of them?
Actions: clicks,
purchases, downloads
Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com

5. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
We’re dealing with actual people

6. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
Interaction Layer
Data Layer
Functional Layer
Actions, user engagements
Connecting user actions to
your applications
Analytics, CRM, Adwords etc

7. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
Build your own exit survey

8. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
Tools Stack
Universal Analytics
Visual Website Optimizer
Google Forms
Javascript / jQuery

9. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
• Identify pages / steps
in form / checkout
stages with unusually
high exits
• Segment! (Device
type, channel, new vs
returning)
• Detect intention to
leave
(.beforeunload,
timeout etc)
• Find simple libraries
on Github!
• https://github.com/carl
sednaoui/ouibounce
• Execute via Visual
Website Optimizer
• Segment and
serve! (Device
type, channel,
new vs returning)
• Free
• Easy to set up
• Connect form
responses to a
google spreadsheet
that can be easily
shared

10. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
Subscribe Now
• Manipulate the cookie to only fire
this once to prevent annoyance
• Understand why people leave,
feed responses back into testing
campaigns

11. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
Form Progression
Visualization

12. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
Tools Stack
Google Tagmanager
dataLayer
Universal Analytics / Paditrack

13. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
Event Category: {{event}}
Event Action: {{fieldStatus}}
Event Label: {{formField}}
Fire on detection of field change
dataLayer.push({ //
'event': 'formProgression',
'formField': 'Last Name',
'fieldStatus': 'fieldChange'
});
Fire on detection of field error
dataLayer.push({
'event': 'formProgression',
'formField': 'Email Address',
'fieldStatus': errorMessage
});

14. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
Design improvements have reduced validation errors
on important fields.
However issues with this field have increased.
Investigate!
Universal Analytics > Behaviour > Events

15. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
• Better visualization
• Retroactively analyse data from
any time period
• Segmentation

16. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
$(window).beforeunload(function() {
dataLayer.push({
'event': 'formProgression',
'formField': 'Date of Birth', // Last fieldChange before drop off
'fieldStatus': 'dropOff'
});
});
Go Pro: Discover the last field before each form exit!

17. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
Using CRO tools for
Personalization

18. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
Tools Stack
Universal Analytics
Visual Website Optimizer
Google Tagmanager
Javascript / jQuery

19. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
Example Scenario
Targeting a particular user group for product recommendation or a new
landing page experience based on recently viewed items:
• Visitor Type: Returning
• Device Category: Desktop
• Campaign: “retail22”

20. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
Identify the recently viewed products:
• Create a custom html tag in Tagmanager
• Write a script to create a cookie, triggered to fire on every
page.
• Script will only set cookie if none has been previously set.
• Specify your own expiry threshold
• You can extend your cookies further:
Name Value
recentlyViewedCat : Kitchen
recentlyViewedSub : White Goods
recentProdPriceTier : 200

21. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
MORE LIKE THIS
THESE DEALS MIGHT INTEREST YOU
• Build the variation(s) or
use previously winning
variations.
• Test positioning,
animation, product
sorting or CTA
presentation within the
personalised section.
• Ideally cycle the
products
• Best targeted for specific
categories and matched
with relevant products

22. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
• Target the variation(s) based on the user
group identified and the cookie value
• Serve!
• Go Further: Fire the conversion tag with
custom dimensions to identify the
variation that enabled the conversion.

23. Thank You
trent.yunus@twentysixdigital.com
Trent Yunus
@26digital