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Taking conversion optimisation to the next level - SASCon June 2015

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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.

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Taking conversion optimisation to the next level - SASCon June 2015

  1. 1. Taking conversion optimisation to the next level Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
  2. 2. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com Benefits Time, Investment Waste of timeBiggest Gains Decay
  3. 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. 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. 5. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com We’re dealing with actual people
  6. 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. 7. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com Build your own exit survey
  8. 8. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com Tools Stack Universal Analytics Visual Website Optimizer Google Forms Javascript / jQuery
  9. 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. 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. 11. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com Form Progression Visualization
  12. 12. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com Tools Stack Google Tagmanager dataLayer Universal Analytics / Paditrack
  13. 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. 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. 15. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com • Better visualization • Retroactively analyse data from any time period • Segmentation
  16. 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. 17. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com Using CRO tools for Personalization
  18. 18. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com Tools Stack Universal Analytics Visual Website Optimizer Google Tagmanager Javascript / jQuery
  19. 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. 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. 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. 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. 23. Thank You trent.yunus@twentysixdigital.com Trent Yunus @26digital

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