1. Blasting the Analytics Myths
What your users do vs. what you think they do
Internet World/Big Data Show 2013
Jonny Steel
April 2013
Private
Private and Confidential
Confidential
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2. What is In-Page Analytics?
Traditional Web Analytics
In-Page Analytics
•
Clickstream – navigation between web pages
•
Entire experience – between and inside the web page
•
Statistical & Quantitative Data
•
Behavioral & User Experience Data
1st
2nd
Page
3rd
1st
Page
2nd
Page
3rd
Page
Page
Page
Traditional Analytics look at the transitions
between pages
In-Page Analytics focus on what happens
within the pages themselves
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3. A New Era of Agile Online Marketing
– Independence from IT
– Eliminate Guesswork
– Speed
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4. The 3 Pillars of Web Optimization
CEA / In-Page Analytics
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5. The Online Optimization Cycle™
Monitor
Site Traffic
Visualize
User
Experience
Make Site
Changes
Propose
Experiments
Analyze
Results
Run
Experiments
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6. A Best Practice for Businesses
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7. Anatomy of 1-800-DENTIST Funnel
Customer Enters Site
Step 1: Zip Code
Step 2: Who is the Patient
Step 3: Dental Need
Step 4: Payment & Insurance
Customer Gets a Call
Step 5: Personal Information
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8. 1-800-DENTIST Landing Page – BEFORE
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9. 1-800-DENTIST Landing Page – BEFORE
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10. 1-800-DENTIST Landing Page – TEST VERSION
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11. 1-800-DENTIST Landing Page – TEST VERSION
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12. TEST VERSION – Scroll Heatmap
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13. The Result – 28% Increase in Conversion
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14. Increasing Conversion Rates in Forms
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15. In-Page Analytics with A/B testing
Traditional A/B Testing
A/B Testing with In-Page Analytics
Statistical Results
Complete Results
•
Delivers numerical results
•
•
Can’t focus on split or micro
conversions
Accepts that pages don’t exist in a
vacuum
•
Love your bottom line
Incomplete Conclusions
Increased Visibility
•
You know which test won, not why
•
•
Little room for growth or next tests
Tests change behavior and affects
results
•
Recognize new opportunities
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16. Thank You
Please stay in touch:
Jonny Steel
@jonnysteel
jonny@clicktale.com
Private and Confidential
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