I delivered this presentation in a Learn with Google advertiser event in Dublin in October 2014. It focuses on optimizing business results by applying concepts of conversion optimization and by using benefiting from analytics insights. Some digital analytics segmentation and usability examples are shared in the presentation.

1. Optimize Your Business Results:
A look into Site Conversion Optimization & Digital Analytics
@buyukgokcesu
BoostingConversion.com
BoostingConversion.com
Cemal Buyukgokcesu
Analytics and Conversion Consultant

2. Digital Analytics Best
Practices

3. Over 1/5th of Internet traffic is now from mobile
Source: Business Insider

4. CMOs feel unprepared for...
Source: IBM CMO Research

6. All data in aggregate is
"meaningless"

7. Segment the data for meaningful insights and actions

8. Know your users to interact with them better

9. Know your users to interact with them better

10. Customize strategies for different segments
• Users who reach to last step of the funnel and then abandon the site
• Users whose Days to Convert is >5
• Users who interact via chat
• Users checking homepage promotions but not converting
• Users doing site search but not converting

11. Does site search provide additional value to your
business?

12. Which screen resolution / device is more strategic for
your business?
Prioritize mobile investments based on opportunity

13. Segment to Understand Cross-device User Behaviour

14. How big is your opportunity pie?
Traffic Optimization
(Attribution,
Campaign
Optimization etc.)
Site Conversion
Optimization
(Usability/UX/ZMOT
etc.)
Bounces
Source: http://www.kaushik.net/avinash/excellent-analytics-tip-8-measure-the-real-conversion-rate-
opportunity-pie/

15. Optimize for your Global Maxima
Source: http://www.kaushik.net/avinash/excellent-analytics-tip-8-measure-the-real-conversion-rate-
opportunity-pie/

16. Segment
to understand your users
Define Micro Conversions
to optimize for your Global Maxima

17. Site Conversion Optimization
& Examples

19. Present your value proposition as the first thing the visitors see on your
landing page
Source: http://conversionxl.com/7-principles-of-effective-sales-copy/ & http://www.nngroup.com/articles/how-users-read-on-the-
web/

20. Human photos on a landing page can
increase sales and conversions

21. ○ Reason #1: Human eye reacts to movement (and
will miss the important stuff)
○ Reason #2: Too many messages equals no
message
○ Reason #3: Banner blindness
Don’t Use Automatic Image Sliders or
Carousels on Landing Pages
source: http://conversionxl.com/dont-use-automatic-image-sliders-or-carousels-ignore-the-fad/ & http://www.clickz.
com/clickz/column/2164452/rotating-banners & http://www.widerfunnel.com/conversion-rate-optimization/rotating-offers-the-scourge-of-home-
page-design

23. Call it what it does!
Avoid using:
○ Submit. Nobody wants to submit
○ Read more Make it specific – what’s there behind the link
○ Next Say what comes next to avoid click fear

24. Desktop Site Mobile Site

25. Which is the 2nd most important CTA button on the mobile site?

26. Desktop Site Mobile Site

27. Source: http://www.nngroup.com/articles/scrolling-and-attention/ & http://conversionxl.com/crappy-ux/#/
Scrolling may provide better usability than slicing up the text to several
pages
Idea:
Track the scroll activity
of users with your
Analytics tool and create
segments for scrolling
users

28. Build Forms That Convert
Less is more (Few fields = more
conversions)
○ In one study an 11-field version
of a contact form was replaced
with a 4-field version, resulting in
a 160% increase in the number
of forms submitted
Get rid of all the optional fields

29. Focus on Continuous Testing

30. Continuous Testing for Success
DETERMINE
A GOAL
SETUP TEST &
TEST METRICS
RUN THE
EXPERIMENT
ANALYZE
RESULTS

31. Segment
to understand your users
Define Micro Conversions
to optimize for your Global Maxima
Test Continuously
to optimize your business conversions

32. Thanks!
@buyukgokcesu
BoostingConversion.com
BoostingConversion.com
Cemal Buyukgokcesu
Analytics and Conversion Consultant