1.
CRO Analytics: How to continually
optimise

2.
Fast iterations/sprints using…
Build > Measure > Learn
Build
• (products)
Measure
• (data)
Learn
• (ideas)

3.
Fast iterations/sprints using…
Build > Measure > Learn (repeat)
Build
• (products)
Measure
• (data)
Learn
• (ideas)

4.
Build
• (products)
Measure
• (data)
Learn
• (ideas)
Everyone’s idea
is the best
right?
People love
this part!
(but that’s not always
a good thing)
This is where
things fall
No data,
no
learning.
Fast iterations/sprints using…
Build > Measure > Learn (repeat)

5.
Even the Lean
Analytics book uses
lean principles…
1. 5th edition in 8 months
(new edition every built
1.5months!)
2. “We liked to hear from
you” feedback section in
front & online blog
comments encouraged.
3. Learnings have
spawned start-up
conferences

6.
Build > Measure > Learn
Measure

7.
Problem:
We lie to ourselves
“We” are amazing!

8.
Reality check…

9.
…Analytics to the
rescue

10.
Analytics is the measurement of
user-interactions towards your
business goals.

11.
I have twocoins.
Atleast one of them is heads.

12.
What is the % probability
that the other is tails?

13.
Guess…

14.
Tails
Tails
Heads
Tails
Tails
Heads
Heads
Heads

15.
Heads
Tails
Tails
Heads
Heads
Heads
2 of 3 (66%)
are tails.

16.
Video on finding things you did no know you need to look for...
https://www.youtube.com/watch?v=-CB4w_OtrKw

17.
Inteligent Alerts
http://www.kaushik.net/avinash/analytics-intelligent-insights/

18.
Custom Alerts – based on your business logic
1. 404 example
2. Avg order value example

19.
//..//
Some slides on GoogleOptimise 360
removed due
to content licences
//..//

20.
https://www.youtube.com/watch?v=-hyv86Pa090
So here is a video on Monetate for Personalization Overview instead

21.
Side note... For Optimisation at scale using machine learning to work reliably
Then structure data input is needed (so the machines don’t need to guess data relationships)

22.
But there`s no standardised website data structure yet...

23.
However, JSON-LD (part of schema.org) is winning the standardisation race with 18% adoption
See live example: http://bit.ly/winningthewar33

24.
Personalisation layer
Off site optimisation is also needed so that Ad + Landing page + Personalisation is seamless
Ad
Landing
page
Seamless
experience
Dynamic Ads
& offer extensions
Dynamic & relevant
landing page text

25.
Adwords performance summit video
https://youtu.be/JW1LS94wLJw?t=134
9

26.
Dynamic PPC landing
pages examples
Dynamic landing pages examples (make sure Google organic bot does
not crawl these pages via robot.txt sub-domain and/or disallow: /ppc/
folder)
http://unbounce.com/ppc-landing-pages/
http://unbounce.com/dynamic-text-replacement/
http://training.speedppc.com/knowledge-base/dynamic-landing-pages-
in-detail/
http://training.speedppc.com/knowledge-base/creating-dynamic-
landing-pages-in-wordpress-using-the-speedppc-wordpress-dki-plug-in/
(wordpress)
Example landing page using Adwords DKI, AWE Formula Words and
Drupal/Wordpress serverside code to render the relevent text on the
page:
http://[dealername].toyota.co.uk/ppc/dynamic.php?query={keyword}&
campaign=[campaign]&adgroup=[adgroup]&headline=[headline]&adtyp
e={adtype}&matchtype={matchtype}{ifcontent:c}&delivery={ifsearch:s}{i
fcontent:c}&creative={creative}&adposition={adposition}&network={net
work}&target={target}{ifmobile:&device={device}&devicemodel={device
model}}&city={lb.city}&postalCode={lb.postalCode}
PPC algo reverse engineered
https://www.dropbox.com/s/lok2cyyp5j090r2/phils_google_adwords_p
pc_algo.xlsx?dl=0 (excel file)

27.
JSONLD data
input
Outcome
based
Conversion
Goals
configured
Machine
learning
Testing
Platform
Optimisation
Summary...

28.
JSONLD data
input
Outcome based
Conversion
Goals configured
Machine
learning
Testing Platform
Optimisation
Continuously...

29.
Next
Meetup

30.
Automating
Analytics
Setup in 4 clicks...

31.
Plugins for Wordpress
New GTM interface
[auto-config file]
https://www.dropbox.com/s/hk1qj
a1fdupzykk/WORDPRESS%20TEMP
LATE%20-
%20NEW%20interface.json?dl=0
Old GTM interface
[auto-config file]
https://www.dropbox.com/s/5pgy
d6w97iw0ntn/WORDPRESS%20TE
MPLATE%20-
%20OLD%20interface.json?dl=0
Reminder: open the import files in notepad,
then find & replace
“yourdomain” and “yourdomain.com” with
YOURDOMAIN before import.

32.
Process...
7. Midnight
Snacks
6. Automatic Excessive
5. Desert
4. Exercise/Goals
3. Main Meal
2. Brunch
1. Breakfast KPIs
(excel sheet):
Dev guide
(word
document):
GTM installation
(generic
containers)
GA configuration
(goals &
settings):
Dashboards
(template
library)
Adwords
Dynamic
Remarketing
Custom Scripts
Wordpress Magento Drupal
Automat
ic
See script library here...
login: coolgtmstuff@gmail.com
pw: philrulesgtm2

33.
Session recording bolt-on
(1000 sessions per day) FREE

34.
http://www.slideshare.net/phildpearce/top-10-
google-analytics-tips-to-save-you-money