> Data-driven conversion rate optimization process > Applying Pareto's law in GA segmentation > How to find anomalies in Google Analytics > Data-driven hypothesis for CRO

1. How to Find Hidden Gems in Google
Analytics to Convert More
Valentin Radu
CEO Marketizator

2. “It’s hard to find relevant data for conversion rate
optimization in Google Analytics”

3. Whether you think you can or you can’t,
you’re right in both cases.

4. 1. Data-driven conversion rate optimization process
2. Applying Pareto in GA segmentation
3. Finding anomalies in Google Analytics
4. Data-driven hypothesis for CRO

5. 1 Data-driven CRO process

6. Generate traffic
Landing page
Check GA and:
Smile
Or not :)
Standard methodology
> One size fits all
> nose-driven
> hard to perform with it

7. Get relevant traffic
Define your buyer
persona
Wasted traffic
Convert!
Micro conversions
Pain data
(heatmaps, surveys, etc)
GA deep diving
A/B testing for each
relevant segment / page
Segmentation
Personalization
Advanced CRO methodology

8. Research Segmentation Surveys PersonalizationTesting
> New / returning
> Customers/
non-customers
> Geolocation
> Traffic source
> Purchase history
> Behaviour - time/
pageviews, search etc
> Web Analytics
> Product data
> Previously
gathered data
> User experience
> Competition
> Market insights
> Purpose of the visit
> Biggest pains,
barriers, motivations,
needs
> Current satisfaction
about his provider
> Net Promoter Score
> Traffic source
> Geolocation
> Weather conditions
> Cookie based
> Purchase history
> UVP
> Commercial offer/
Pricing
> Persuasive
messages
> Layout
> Navigation flow

9. 2 Use good old Pareto to
build GA segments

10. Vilfredo Pareto - 20/80 principle
The Pareto principle was named after him and built
on observations of his such as that 80% of the land
in Italy was owned by 20% of the population

11. Segments can be related to:
1. Traffic source
(Direct, organic vs paid, branded traffic, etc)
2. Behaviour
(new vs returning, highly engaged, non-flirt, potential lovers
©Avinash Kaushik)
3. Results
(Heavy-buyers vs new-comers)
4. Demografics
(London vs non-London, etc)

12. Behaviour-based segments: time

13. Behaviour-based segments: page depth & conversion

14. Behaviour-based segments: site-search and filter users

15. After segmentation > Action
- Type of device (desktop, tablet, etc)
- Resolution
- Geographical location
- Weather (sunny, cloudy, raining, snowing)
- Previous behaviour (last purchase was over $400)
- Calendar (it’s Saint Patrick’s Day)
- Current date & time (there are 43 minutes left until the product arrives )
- Keyword
- Traffic source
- Visitor history (came over 4 times and didn’t buy anything / bought an item i.e. electric
cooking stove)
- Viewed page (products >$350)

17. http://pages.marketizator.com/asap/
Here’s a free ebook about funnel optimization:

18. 3 Finding anomalies in Google Analytics

19. Browser-based anomaly

20. Browser-based anomaly
Reason: Possible unstable website for G Chrome v 43.

21. On an e-commerce website, from the homepage...
~1-2% clicks are on the main slider/banner
~15% are performing a search
~84% clicks are on the main menu

22. Section Space Clicks Conversions
Menu 10% 70% 50-60%
Slider 80% 1-2% 0-1%
Search field 3% 10-15% 25-35%

24. Geo-distribution

25. 4 Data-driven hypothesis for CRO

26. Because
This can happen
IF
Searchers are converting 5x more than non-
searchers & the site search rate in 12%
The conversion rate can be improved by improving the
search rate
We improve the search bar visibility & copy

27. Original version Challenger version
Search rate: +200%
Add to cart rate: +34%

28. Because
This can happen
IF
Price hunters (buyer persona) convert by 165%
more after using the filters
The conversion rate can be improved by improving the
usage of the filters
We persuade them to use the price filters before
navigating away

29. On-exit intent pop-up triggered for bounced visitors
on product pages
Result:
The conversion rate for
those visitors has been
increased by 74.51%.

30. - Award-winning integrated CRO platform: Best customer satisfaction Winter 2015 G2crowd
- A/B testing, personalization and behaviour insight surveys under the same roof
- 40 types of segments in our own engine (weather, cookie, traffic source, etc)
- Amazon Web Services technology
- ~3000 websites test with Marketizator

31. | | |
Because you’ve
stayed till now,
we have a gift
for you!

32. 3 months FREE subscription
For the $105/month account (30k visits to test)
Use code: TATVIC
LIMITED TIME OFFER - AVAILABLE ONLY THIS WEEK

33. Good luck!
Thank you!
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