The document discusses strategies for optimizing conversion rates for marketing campaigns. It recommends analyzing external factors like competitors, customers and market trends. Metrics for measuring success should relate to business objectives like generating leads or revenue. Google Analytics can track goals, events, demographics and custom metrics. The concept of "leakage" is introduced to identify weaknesses in the customer journey based on page views and exits.

1. Conversion Optimisation
Creating the right environment for your CRO campaign
@JulianErbsloeh

2. Back to basics - take a look around.
Understanding what’s going on and how we fit in.

3. External factors
peers
potential
SWOT
positioning
My customers
brand
services
hangouts
My company
Economy
profitability
Products
Competitors The market
political
technology
ecological
legal
socio-economic
habits
preferences
Needs
triggers
demographics
Intent
PEST
products
SWOT
elasticity
weaknesses promotions
Strategy
Pricing
Demand
innovation
Trends &
seasonality
Strengths
services

4. Back to basics
- Try to understand what’s going on around you before focussing all
attention and efforts on your website.
- Be really clear about your strategy, your positioning in your market and
your value proposition and consistent in how it’s communicated.
- Don’t just think about it, write it all down.
- Think customer first (bear with me)..
- Identify the things that really matter to your business’ bottom line.

5. Measurement.
If you can’t measure it, you can’t improve it.

6. Create a measurement plan
Business Objectives –Why does the business exist?
Generate Leads Generate Revenue
How:
Capture email
contact
details
How:
Establish
thought
leadership
How:
Sell more
stuff
KPI:
Conversions
(newsletter)
KPI:
# whitepaper
downloads
KPI:
Transactions
KPI:
Basket value
Build Loyalty
How:
Win loyalty by
making them
love us
KPI:
# Transactions
per user
Metric:
Goal
conversion
rate %
Metric:
Goal
conversion
rate %
Metric:
Ecom
conversion
rate %
Metric:
Average
order value
Metric:
Customer
lifetime value

7. Measure metrics that matter to the bottom line
Poor metrics Awesome metrics
Hits
Pageviews
Visits
Bounce Rate
Video Views
Newsletters sent
Avg time on page
CTR
Likes
Loyalty
Task completion rate
Days / Visits to conversion
Amplification (social)
Economic value
Revenue / profit per visitor
Visitor conversion rate
Customer lifetime value
Leakage

8. Measure metrics that matter to Conversion Optimisation
Are we measuring the right R in CRO?
Conversion rate: conversions / visits
• Focus on instant gratification
• Ignores stages of buying cycle
• Increases sales pressure
User conversion rate: conversions / unique visitors
• Focus on user not visit
• Number of visits to conversion irrelevant
• Supports sustainable relationship building

9. Google Analytics.
Advanced configurations to support your CRO campaign.

10. Google Analytics goals vs events
Goals to track primary conversions:
• Purchases (but do not set a goal value)
• Newsletter subscriptions
• Registrations
• Subscriptions
Events to track secondary conversions:
• Add to basket
• Social shares
• Blog comments
• Customer reviews
• ..other desired interactions

11. Demographics
>> Enable via Google Analytics interface and small code change:
• Age group
• Gender
• Affinity categories
• In-market segments
Add context to existing metrics:
• Membership subscriptions by age
• Average order value by age / gender
• Time of day by age
• Content engagement by gender / age
• > inform ad campaign targeting like Facebook advertising

12. Demographics

13. Universal Analytics User ID
The good bits:
• Facilitates cross-device tracking
• Supports customer lifetime value reporting
The not-so-good bits:
• It requires a unique identifier
• Users must log in, session-stitching only when logged in
• Only works in isolated reporting view
Verdict: Not the silver bullet for cross-device tracking but can work well in
very specific tracking environments

14. Custom dimensions and custom metrics
Use custom dimensions to track:
• Existing customers
• Newsletter subscribers
• Unique customer ID
• Logged in vs. logged out
Use custom metrics to track data unique to your business:
• Repeat purchases (incremental)
• Number of members (and non-member visitors)

15. Enhanced Ecommerce (public beta)
Shopping behaviour report

16. Enhanced Ecommerce (public beta)
Checkout behaviour report

17. Content grouping

18. Content grouping

19. Introducing leakage

20. Leakage
Use leakage metric to identify weaknesses and focus your testing
efforts:
Leakage = (Unique Pageviews x % Exit) x Page Value
Can be calculated for pages, categories, page types and content groups
using the content grouping feature.
Important: leakage is not an accurate calculation for lost revenue but a
prioritisation tool.

21. Leakage
Page Type Pageviews Unique PVs Entrances Bounce % Exit
Page
Value Leakage
product pages 289,213 262,637 110,184 69.21% 49.35% £0.21 £29,972.59
sub-category
pages 96,316 68,300 33,118 38.04% 28.38% £1.42 £38,808.26
home page 64,785 52,973 25,534 18.79% 20.64% £0.72 £9,627.57
blog pages 37,118 23,218 5,664 50.22% 22.55% £0.15 £1,255.52
checkout pages 28,285 22,937 53 18.23% 19.74% £5.73 £31,993.22
category pages 27,199 17,790 4,678 64.8% 15.9% £0.39 £1,691.72

22. The limitations of click stream data
Click stream data is great to show you what’s happening but not so
great at showing you what’s not happening.
Go beyond the click stream using heat map software such as ClickTale
or CrazyEgg to look at ‘hover’ vs. ‘click’ areas.
Use all the different data sources available, conduct primary research
using surveys and user testing.
Make use of free tools such as Yandex Metrika which offers both,
heat maps and session recording.

24. Want to talk leakage?
Come and find me at the bar…
julian@freshegg.com
@JulianErbsloeh