This document discusses ways to use data to inform website development. It recommends using data to point development in the right direction, but not letting data drive development alone. Data should be used to measure the impact of changes. The document provides examples of key metrics to track, such as visits, interactions, conversions and retention. It also warns against common data traps like focusing on too much data or getting fixated on numbers. Overall, the recommendation is to let data guide improvements, not dictate them, in order to enhance outcomes.

1. Ways to Use Data to Inform
Development
October 1, 2015
Matthew Edgar
Elementive Marketing Solutions

2. Before we get started…
Matthew Edgar
• Web Consultant at Elementive
• Specialize in…
• Usability
• Conversion optimization
• Search Marketing
• Data Analysis
• 15+ years developing websites
Contact information
303-897-8707
matthew@elementive.com
@MatthewEdgarCO
www.Elementive.com

3. DATA-DRIVEN
DEVELOPMENT

4. Don’t blindly follow what the data
tells you to do…

5. Don’t blindly follow what the data
tells you to do…
NAVIGATOR, NOT
DRIVER

6. TWO PARTS TO USING
DATA TO INFORM
DEVELOPMENT

7. 1. Point in the right
direction.

8. 2. Measure impact.

9. THIS DOESN’T HAVE
TO BE HARD

10. RIGHT DIRECTION

11. Example Scenario
?

12. When BUDGET and OUTCOME
DON’T LINE UP

13. What Is The Goal?

15. What To Measure
How many people know
about you?
Visits, views, impressions

16. What To Measure
How many people want
to learn more?
Read rate, watch videos,
email opens

17. What To Measure
How many people
interacted?
Shares, links, comments,
connections, clicks

18. What To Measure
Are people convinced?
Mental state? Content
paths understood?

19. What To Measure
Are people converting?
Purchases, leads

20. What To Measure
How are repeat & referral
levels?
Churn rate, retention rate,
referral volume

21. The End Result
Page URL Percent Of Pageviews Total Pageviews Average Time On Page Entrances Exits
Home 25.81% 2286 1:11 1,857 40.94%
Category 1 8.74% 774 1:16 192 35.94%
Category 2 7.71% 683 1:56 230 56.52%
Category 3 6.93% 614 2:49 198 72.89%
About Page 4.51% 399 1:45 35 44.86%
Services Page 4.39% 389 1:15 37 33.68%
Contact 3.64% 322 3:49 90 44.10%
Help 2.27% 201 1:32 21 32.34%
Category 4 1.71% 151 1:11 72 43.05%
Product Page 1 1.65% 146 2:04 14 33.56%

22. The End Result
Page URL Percent Of Pageviews Total Pageviews Average Time On Page Entrances Exits
Home 25.81% 2286 1:11 1,857 40.94%
Category 1 8.74% 774 1:16 192 35.94%
Category 2 7.71% 683 1:56 230 56.52%
Category 3 6.93% 614 2:49 198 72.89%
About Page 4.51% 399 1:45 35 44.86%
Services Page 4.39% 389 1:15 37 33.68%
Contact 3.64% 322 3:49 90 44.10%
Help 2.27% 201 1:32 21 32.34%
Category 4 1.71% 151 1:11 72 43.05%
Product Page 1 1.65% 146 2:04 14 33.56%

23. The End Result
Page URL Percent Of Pageviews Total Pageviews Average Time On Page Entrances Exits
Home 25.81% 2286 1:11 1,857 40.94%
Category 1 8.74% 774 1:16 192 35.94%
Category 2 7.71% 683 1:56 230 56.52%
Category 3 6.93% 614 2:49 198 72.89%
About Page 4.51% 399 1:45 35 44.86%
Services Page 4.39% 389 1:15 37 33.68%
Contact 3.64% 322 3:49 90 44.10%
Help 2.27% 201 1:32 21 32.34%
Category 4 1.71% 151 1:11 72 43.05%
Product Page 1 1.65% 146 2:04 14 33.56%

24. MEASURE IMPACT

26. Example Scenario

27. Why is website speed important?
• According to a recent blog post from
KissMetrics;
A 1 second delay can
lead to a 7% loss in
conversions
Source: https://blog.kissmetrics.com/loading-time/

28. The End Result
Page URL Conversion Rate Page Load Time Exit Rate Bounce Rate
Home 4.27% 3.2 24.3% 39.1%
Product A 7.89% 2.5 18.4% 29.5%
Product B 1.03% 3.7 58.7% 47.6%
Product C 0% 4.6 84.6% 71.8%

29. The End Result
Page URL Conversion Rate Page Load Time Exit Rate Bounce Rate
Home 4.27% 3.2 24.3% 39.1%
Product A 7.89% 2.5 18.4% 29.5%
Product B 1.03% 3.7 58.7% 47.6%
Product C 0% 4.6 84.6% 71.8%

30. Faster Site, Higher Conversions
=

31. COMMON DATA TRAPS

32. Analyze What You Need

33. Accurate Enough

34. Avoid Number Fixation

35. Questions &
THANK YOU!
Matthew Edgar
303-897-8707
matthew@elementive.com