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Anna Lewis
Conversion Elite June 2018
Analytics – Identifying and Forecasting
Opportunities for CRO
@polkadotdata
anna@polkadotdata.com
Founder of Polka Dot Data
10 years Analytics
Experience
Total Google Analytics
geek
Background in SEO and
PPC
ANALYTICS, DO YOU
CARE?
@annatlewis
Good data
makes money
@annatlewis
identify testing
opportunities
prioritise
justify stakeholder
investment
forecast potential success
use your analytics wisely
uplift to your business
HOW CAN ANALYTICS HELP YOU DO THIS?
Data
Collation
• Accurate analytics
• Key data Points
• Customisations for YOU
Ideation
• Where on site
• What changes
• Designs
Forecasting &
Prioritisation
• What could be achieved
• Which will see the best gains
Justification
•What is the best test
for the business at this
stage?
@annatlewis
CRO
Planning
Framework
Data
Collation
• Accurate analytics
• Key data Points
• Customisations for YOU
Ideation
• Where on site
• What changes
• Designs
Forecasting &
Prioritisation
• What could be achieved
• Which will see the best gains
Justification
•What is the best test
for the business at this
stage?
@annatlewis
CRO
Planning
Framework
DON’T
FORGET
YOUR DATA
Business
Goals
• What do we want/need to achieve?
• Why do you have a website?
• What growth are you looking for?
Business
Objectives
• What activity are we using to grow?
• What is the success criteria?
• What would make each team succeed?
KPIs
• What is measurable?
• What does good look like?
• What does failure look like?
Optimisation
•Prioritise what’s most
important
•What KPIs can you
affect
@annatlewis
Measuremen
t Framework
ANALYTICS CUSTOMISATIONS YOU SHOULD
BE USING
Tracking Code
 Analytics through a Tag
Manager
 Tools for debugging set up
Customise your data
 Engagement / Event Tracking
 Custom Dimensions
Segment
 Custom Segments
 AB version Segments
 Sequence Segments
Understanding Journeys
 Session recordings
 User Testing
 Analytics Content Groupings
 Analytics Channel groupings
 Multi Channel Funnel Reports
Conversion Tracking
 Goals
 Enhanced Ecommerce
 Funnels
 Conversion Predictor?!
@annatlewis
IDENTIFY OPPORTUNITIES
FOR YOU
Ideation with data
identify testing
opportunities
TRUST YOUR DATA
GET STUCK IN
GO GRANULAR
SEGMENTATION Because data in
aggregate…
SEGMENTATION
Because “DATA IN AGGREGATE
IS…
@annatlewis
SEGMENTATION
Because “DATA IN AGGREGATE IS
CRAP
@annatlewis
SEGMENTATION
Because “DATA IN AGGREGATE IS
CRAP
@annatlewis
SEGMENTATION
Because “DATA IN AGGREGATE IS
CRAP
@annatlewis
SEGMENTATION
Because “DATA IN AGGREGATE IS
CRAP
@annatlewis
CR: 5%
Tablet: 5%
Desktop CR: 10%
Mobile CR: 1%
@annatlewis
CR: 5%
Tablet: 5%
Desktop CR: 10%
Mobile CR: 1%
@annatlewis
CR: 5%
Original CR:
4.5%
New User CR: 15%
Returning User CR: 3%
Variant CR: 6%
New User CR: 15%
Returning User CR: 3%
@annatlewis
CR: 5%
Original CR:
4.5%
New User CR: 1%
Returning User CR: 8%
Variant CR: 6%
New User CR: 15%
Returning User CR: 3%
@annatlewis
CR: 5%
Original CR:
4.5%
New User CR: 1%
Returning User CR: 8%
Variant CR: 6%
New User CR: 5%
Returning User CR: 4%
@annatlewis
CR: 5%
Original CR:
4.5%
New User CR: 1%
Returning User CR: 8%
Variant CR: 6%
New User CR: 5%
Returning User CR: 4%
@annatlewis
SEGMENTS TO USE IN TESTING
ESSENTIAL EVEN MORE USEFUL
Version A, B Customer Loyalty
New / Returning Customer Total Spend to date
Device information Checkout Sequence – Success
Saw a Product page Checkout Sequence – Drop out
on X or Y
Add to cart Revenue over £X
Read key
@annatlewis
FAST
SEGMENTATION
Ain’t nobody got time for
that!
PROFITGRID
@annatlewis
PROFITGRID
@annatlewis
PROFITGRID
@annatlewis
WHAT COULD YOU REALLY
ACHIEVE?
Forecast the smart way
forecast potential success
USE THE DETAILS
FORECAST BASED ON
ACTIVITY NOT JUST
RESULT
FORECAST AT DIFFERENT
LEVELS
• 100 Users
Start
• 5 Sales
• £500
Convert
•5% CR
•AOV £100
Performance
•6% CR =
•6 sales. £100 gain
Potential
@annatlewis
• 100 Users
Start
• 40 Add to Cart
Act
• 5 Sales
• £500
• AOV £100
Convert
• 40% Add to cart
• 12.5% Cart to
Sale
• 5% Total CR
Performance
• XX% Add to cart
=
• YY% Cart to Sale
= Potential
@annatlewis
• 100 Users
Start
• 60 View a
product
• 40 Add to Cart
Act
• 5 Sales
• £500
• AOV £100
Convert
• 60% Product
Research
• 66% Intent to
buy
• 12.5% Cart to
Sale
• 5% Total CR
Performance
• XX% View Product
=
• XX% Add to cart =
• YY% Cart to Sale =
Potential
@annatlewis
• 100 Users
Start
• 60 View a
product
• 40 Add to Cart
• 30 Cont.
Shopping
Act
• 5 Sales
• £500
• AOV £100
Convert
• 60% Product
Research
• 66% Intent to
buy
• 12.5% Cart to
Sale
• 5% Total CR
Performance
• XX% View Product =
• XX% Add to cart =
• XX% Cont. Shopping
=
• YY% Cart to Sale =
Potential
@annatlewis
• 100 Users
Start
• 60 View a
product
• 40 Add to Cart
• 30 Cont.
Shopping
• 10 Join
newsletter
Act
• 5 Sales
• £500
• AOV £100
Convert
• 60% Product
Research
• 66% Intent to
buy
• 12.5% Cart to
Sale
• 5% Total CR
Performance
• XX% View Product =
• XX% Add to cart =
• XX% Cont. Shopping
=
• YY% Cart to Sale =
Potential
@annatlewis
• 100 Users
Start
• 60 View a
product
• 40 Add to Cart
• 30 Cont.
Shopping
• 10 Join
newsletter
• 15 Check
delivery
• 5 Watch a
Video
Act
• 5 Sales
• £500
• AOV £100
Convert
• 60% Product
Research
• 66% Intent to
buy
• 12.5% Cart to
Sale
• 10%
Subscription
• 15% Delivery
Qs.
• 5% Watch Video
• 5% Total CR
Performance
• XX% View Product =
• XX% Add to cart =
• XX% Cont. Shopping
=
• YY% Cart to Sale =
• £££
Potential
@annatlewis
• 100 Users
Start
• 60 View a
product
• 40 Add to Cart
• 30 Cont.
Shopping
• 10 Join
newsletter
• 15 Check
delivery
• 5 Watch a
Video
Act
• 5 Sales
• £500
• AOV £100
Convert
• 60% Product
Research
• 66% Intent to
buy
• 12.5% Cart to
Sale
• 10%
Subscription
• 15% Delivery
Qs.
• 5% Watch Video
• 5% Total CR
Performance
• XX% View Product =
• XX% Add to cart =
• XX% Cont. Shopping
=
• YY% Cart to Sale =
• £££
Potential
@annatlewis
Look at engagement, not just end
result!
Combine together in sequence
segments.
Then segment by
new/returning/devices etc
TURN THE DATA INTO
MONEY
The activity.
prioritise
&
justify the investment to
stakeholders
USE THE DATA TO MANAGE
PRIORITIES
Test Name Cost to
Implement
Time to
Implement
£ Gain -
Forecast
Priority
Score
Home layout £10k 1 month 70k 15.0
Delivery
form
£15k 2 months 50k 4.4
Guest
Checkout
£25k 4 months 90k 5.4
Call to
actions
£3k 1 week 30k 27.0
Filter
Options
£5k 1 month 20k 15.0
@annatlewis
Find a scoring system that works for you. Here it is (Gain – cost) / weeks, the highest score is th
EVENT
TRACKING
The activity.
TRACK ENGAGEMENT THAT
MATTERS TO YOU
@annatlewis
micro
conversions
macro
conversions
engagement
micro conversions macro conversions
click product
add to
cart
download
chose
size
menu
search
hero
banner
filter
purchase
/ lead
gen
engagement
TRACK ENGAGEMENT THAT
MATTERS TO YOU
@annatlewis
micro
conversions
macro
conversions
engagement
TRACK ENGAGEMENT THAT
MATTERS TO YOU
@annatlewis
micro
conversions
macro
conversions
engagement
micro conversions macro conversions
click product
add to
cart
download
chose
size
menu
search
hero
banner
filter
purchase
/ lead
gen
engagement
TRACK ENGAGEMENT THAT
MATTERS TO YOU
@annatlewis
micro
conversions
macro
conversions
engagement
micro conversions macro conversions
click product
add to
cart
download
chose
size
menu
search
hero
banner
filter
purchase
/ lead
gen
engagement
WHICH ARE IMPACTED BY THE
TEST?
@annatlewis
Monitor change in engagement BY test
segment
click product
add to
cart
download
chose
size
menu
search
hero
banner
filter
purchase
/ lead
gen
micro
conversions
macro
conversions
engagement
SET UP EVENT TRACKING
Label
Action
Category Navigation
Search
Keyboard
Enter
Clicked
Suggested
Result
Main Menu -
Hover
Brand Link –
Nike
Cat Link -
Shoes
Main Menu -
Click
Sub Cat Link
- Mens
Clothes
@annatlewis
SET UP EVENT TRACKING
Value
Label
Action
Category Ecommerce
Add to Cart
Nike Air
– Mens –
8
65.9
9
55.0
0
Adidas
Free – 11
88.9
9
Remove
From Cart
Nike Air
– Mens –
8
65.9
9
Delivery
Option –
Standard
3-5 days
3.95 Free
Delivery
Option –
Click and
Collect
Post
Office
0.00
In Store
1.99
@annatlewis
ESSENTIAL EVENT TRACKING –
BASIC NAMING
Category Action Label
Navigation Search Search query
Navigation Hero Banner Banner Name/ Campaign
Shopping Click product Product Name + Variant
Shopping Add to cart Product Name + Variant
Research Download File name
Shopping Chose size Product Name + Variant
Shopping Chose colour Product Name + Variant
Ecommerce Purchase Product Name + Variant
Conversion Lead gen Product Name
@annatlewis
REPORT ON EVENT TRACKING
@annatlewis
Good, but..
Missing labels
No values
Basic information
EXAMPLE: BASIC EVENT TRACKING
Category: Ecommerce
Action: {{XYZ}} Click
Label: {{Product
name}}
Value: {{Product
price}}
@annatlewis
ENHANCED
ECOMMERCE
The opportunity.
SHOPPING BEHAVIOUR
Apply
segments
Create
segments
Improve
journey
Uplift Conv.
Rate
Improve
return
@annatlewis
SHOPPING BEHAVIOUR
Apply
segments
Create
segments
Improve
journey
Uplift Conv.
Rate
Improve
return
@annatlewis
SHOPPING BEHAVIOUR
Apply segments
@annatlewis
CHECKOUT BEHAVIOUR
@annatlewis
USE WITH SEGMENTS!
ENHANCED
ECOMMERCE
The engagement.
FUNNE
LS
SHOPPING BEHAVIOUR
All
sessions
Key Pages 75% Read
Clicked
Contact
Submitted
Contact
LEAD-
GEN
https://www.simoahava.com/an
alytics/track-content-
enhanced-ecommerce/
@annatlewis
DATA = POWER Trust it. Use it.
Grow.
WHAT DOES IT LOOK LIKE?
ACHIEVABLE
https://www.defense.gov/Photos/Photo-
Gallery/igphoto/2001738490/
ACHIEVABLE
https://www.defense.gov/Photos/Photo-
Gallery/igphoto/2001738490/
What could
ACHIEVABLE
https://www.defense.gov/Photos/Photo-
Gallery/igphoto/2001738490/
What could each
ACHIEVABLE
https://www.defense.gov/Photos/Photo-
Gallery/igphoto/2001738490/
What could each scenario
ACHIEVABLE
https://www.defense.gov/Photos/Photo-
Gallery/igphoto/2001738490/
What could each scenario achieve?
JUSTIFY WHICH TEST
Idea A Idea
B
Idea
C
D
Get your data BACK TO WORK!
It’s there if you look fo
identify testing opportunities
COLLECT CUSTOM DATA
prioritise
COMPARE FORECASTS +
EFFORT
justify stakeholder
investment
CALCULATE THE OUTCOMES
forecast potential success
COMPARE THE DATA
use your analytics wisely
MAKE IT WORK FOR YOU
uplift to your business
COMPARE THE DATA
DON’T
FORGET
YOUR DATA
THANK YOU
Anna Lewis
Polka Dot Data Analytics Consultancy
anna@polkadotdata.com

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