Chief Conversionista @ Google Analytics Conference. Everybody says they want to use analytics to improve their business. In reality we all get stuck in day-to-day reporting and analysis paralysis. If you want to take the next step on your Analytics ninjafication journey, this is for you.

1. Still just
reporting
when you
could be
optimizing?

2. @conversionista

3. 3
”I started
Conversionista”
John Ekman
@conversionista

4. ✓ Conversion Jam x 4
✓ Conversion Manager x 100
✓ 400 projects
✓ 17 employees
A lot has happened in 5 years

5. The brag slide
Media
5
E-commerce
B2C
Leadgen
B2B
Leadgen

6. The law of
useless
averages

7. Are you still
controlling
when you
could be
optimizing?

8. “I noticed that
sales are down 7%
from last month.
What is going on?”

9. ”Web analytics
is great at the
What but not at
the Why”

10. 10
Previously, at the GAC, some years ago….

11. 11
This is the dream they sell you

12. This is what you get

13. Don’t
become
attached to
your data

14. You use data for
reports, not for
improving your
business
You use data to
answer the WHAT, but
you never get to the
WHY
1
2

15. 15
How do you get to the WHY?
You can simply ask why.To:
Subject: John - Why don’t you buy from us?
John The Student
Hi,
We’ve noticed that you never open our
emails.
We’ve also noticed that you never bought
jack sh*t from us.
Please tell us why.
Then we can start sending you great deals
that are relevant to YOU instead of
spamming you with useless student promos.

16. 16
DataMotivation BehaviourUser
Three degrees of separation

17. 17
Let’s shine a little light on this
?

18. ?
18
And from another angle

19. 19
WOW - It’s a cylinder
Data
Data

20. 20
GA is the mothership of Analytics

21. 21

22. Examples3

23. 23

24. Case Skandia
Rådgivning

26. 26
Premium trial for US market
WHAT: High Dropoff rate
You must leave your
credit card details in
order to start your 30 day
free trial
Original

27. Data source nr 2 - Ask why
27
We made a short exit survey.
The main reason stated:
“I don’t want to
leave my credit
card details for
something that is
free”!

28. Hypothesis:
28
Give the user “A reason why”
We only use this to verify your
account, you won't be charged
anything for your trial
We need this just in case you
decide to stay Premium after
your free month
We need this because our music
deals only allow free trials for
users that are credit card or
PayPal holders
A
B
C

29. The results…
29
Original
“We only use this to verify…”
Blame the record companies
“In case you decide to stay…”

30. Top 4 tips
30
Don’t become attached to your data
Use many different angles
(= tools, data points, data
sets, quant & qual)
If you want to know why - Ask.
You can’t wrestle data.
Only change user behaviour
through motivation.

31. Extra Todos3

32. 32
Find your dream job and
become a pro yourself
Learn even more at
Conversion Jam
Get tips straight from the
pros at our stand!

33. 33
Neil Patel
David Darmanin
Peep
Laja
www.conversionjam.se
SEPTEMBER 1st