The document outlines a comprehensive digital experience optimization strategy that includes a defined measurement approach for tracking key performance indicators (KPIs) and understanding user behavior. It emphasizes the use of both quantitative and qualitative data to inform decisions about campaign optimization, highlighting the importance of tailored insights for stakeholders. Additionally, it covers various tracking methods and KPIs to assess the effectiveness of user journeys and conversion processes.

1. (DIGITAL EXPERIENCE OPTIMISATION)

8. Clearly defined
measurement
strategy informs
regular tracking of
Key Performance
Indicators to spot
trends over time
and key drivers of
success
Automated access
to bespoke data for
each stakeholder,
providing a
consistent single
point of truth
which is curated
and quality
controlled
Interrogating
behaviour on a
purely reactive
basis, responding
to observed
movements in KPIs
in order to
understand
granular drivers
Exploring nuances
in quantitative
data to understand
the complexities of
user behaviour for
specific segments,
supplementing
with rich
qualitative data
sources
Making decisions
based on the
insight we derive
from the data we
collect, providing
recommendations
on how we
optimise our
campaigns and
channels

9. Because we saw (data) we expect that (change) will cause (impact)
How many users will be impacted? What uplift can we expect? How big is the opportunity?
What effort is involved? What impact is expected? Quadranting on these axes
How did each variant perform against the KPI? Were there any other implications?
What action should we take? Do we make a change, stay the same or evolve the test?

10. Basic pageviews,
session duration,
return behaviour,
device & browser,
landing pages and
exit pages,
transition from one
page to the next
Traffic source
information e.g.
channel grouping
and campaign
tracking, basic click
interactions e.g.
navigation clicks,
basic goals and
funnels
Thorough click
interaction
tracking, element
visibility, custom
data layer pushes
e.g. log in success
and failure, custom
dimensions and
metrics
Product
impressions and
clicks, basket adds,
revenue, customer
satisfaction and
ease, journey
completion,
custom funnels
and goals
Heat mapping,
session recording,
form analytics,
integrations, voice
of the customer,
enhanced
eCommerce,
attribution
modelling

12. Drive traffic into
the journey via a
range of
channels
Encourage users
to engage with
relevant content
Encourage users
to display
purchase intent
Optimise the
value of
conversions
Optimise
journey
completion for
sign-up