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N1 how to guide: measurement for growth
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Andrew Grant
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A guide to getting more from measurement and analytics around your digital stuff.
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N1 how to guide: measurement for growth
1.
Measurement for Growth Nation
1 © NATION1.CO.UK
2.
Measurement for Growth Looking
at how people interact with websites, how this can be measured using analytics, and how making even small changes can have a dramatic impact to online sales. © NATION1.CO.UK
3.
© NATION1.CO.UK
4.
Top Tasks Don’t let
the tiny tasks nibble your site to death! Find you contact details. Make a purchase, Submit an enquiry, Find a price, Register, Download PDF, © NATION1.CO.UK
5.
Site conversion !
Goal Completion! © NATION1.CO.UK
6.
Customer Groups
Branded Keyword PPC TV campaign Print Responded to Offer in Email campaign Segmentation Actionable Insights Conversion © NATION1.CO.UK
7.
Campaign
Cost Unique Depth of Average Goal Goal Cost per Visitors Visit Time on Conversions Conversion Acquisition Site Rate Branded £2,500 150,000 1.5 30s 150 0.1% £16.67 Keyword (SE0) Search Non £2,500 75,000 2.5 45s 90 0.12% £27.80 Branded (SEO) Keyword Search Google/PPC £6,500 12,000 4.6 75s 300 2.5% £21.67 Twitter £500 6,000 15 125s 360 6.0% £1.46 Partner Free 1,300 17.5 80s 195 15.0% Free Referral © NATION1.CO.UK
8.
© NATION1.CO.UK
9.
Compare and Contrast Why
Goal Conversion Rate higher for Twitter customers than Google PPC Are your landing pages doing their job? What is their job? Is there a gulf of expectation? © NATION1.CO.UK
10.
Marketing Experiments •
Landing Page A v Landing Page B • Which test won? • Take a vote – did you guess the same way as your customer? • Are you like your customer? © NATION1.CO.UK
11.
http://whichtestwon.com/archives/2450
© NATION1.CO.UK
12.
© NATION1.CO.UK
13.
Experts 12% difference
How site visitors voted: Version A (44%) Version B (56%) CONCLUSION You are not your customers! Customers 72.7% Opinion based decisions making to Data based decision making! Actual Test Results: Version B’s embedded lead generation form increased form completions 72.72%, when compared to Version A. This test won a Gold Ribbon in our Testing Awards in B2C Lead Generation Test category. © NATION1.CO.UK
14.
Conversion Funnel
© NATION1.CO.UK
15.
MVT Why second guess
your customer when you can ask them 24/7 live on your site? Google Website Optimizer Free Tool A/B test different designs Multivariate Testing of Page Elements Conversion Rate Optimisation © NATION1.CO.UK
16.
Opinion based decision making
to Data based decision making © NATION1.CO.UK
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