Behavioural Insights and CRO - Measurecamp 2014 Presentation

•

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The slides from my presentation at Measurecamp 2014 - taking a look at the challenges with web analytics and how behavioural insights can make conversion rate optimisation much easier.

Technology

200,000 years of human history
Written language

60,000
times faster
(source - http://www.billiondollargraphics.com/infographics.html)

Web
Analytics
Something is missing here
Tests Ideas

Website title
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur dictum sagittis mollis. Aliquam nec
mauris venenatis, luctus ex et, ultrices metus. Duis at porta quam. In sed nisi id lectus tincidunt fermentum.
Praesent pulvinar nisi vel leo laoreet malesuada. Praesent ullamcorper tempus metus vel gravida. Duis non
fringilla quam. Morbi.
Lorem ipsum
Dolor sit amet
Consectetur adipiscing
Curabitur dictum sagittis
Mollis aliquam nec
Mauris

Web
Analytics
Behavioural
Tests Insights
Ideas

Converted Didn’t convert Attention
Product listing
With a really compelling product
description too. About how great
the product is.
Product listing
With a really compelling product
description too. About how great
the product is.

Attribution Converted Didn’t convert
Checkout Page
Selected item £10.99
Another item £8.99
Checkout Page
Selected item £10.99
Another item £8.99

Replay Converted Didn’t convert
Delivery Details
Name
Email
Postcode
House #
********
***********
**** ****
**
Delivery Details
Name
Email
Postcode
House #
********
Invalid email address
**** ****
**

Marketing
Analytics
Compliance/
Fraud
Customer
Services
Sales
Identify top-converting content
Hone the best on-site navigation
Watch and improve user journeys
Optimise conversion rates
Identify suspicious activity
Isolate suspicious user journeys
Watch real session replays
Close loopholes
Watch customer journey
Spot and x their problem
Facilitate online self-service
Build a pipeline of leads
Understand interests of each lead
Notication of repeat visits
Identify high value prospects
Behavioural Insights

Discussion Points
What does your CRO strategy look like?
Are analytics metrics useful for CRO?
How do you ll the knowledge gap between
analytics and idea generation - what other tools do you use?

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Behavioural Insights and CRO - Measurecamp 2014 Presentation

1. Behavioural Insights & the CRO Process

2. 200,000 years of human history Written language

3. 60,000 times faster (source - http://www.billiondollargraphics.com/infographics.html)

6. Web Analytics Tests Ideas

7. Web Analytics Something is missing here Tests Ideas

8. Convert Do Not Convert Enter

9. Website title Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur dictum sagittis mollis. Aliquam nec mauris venenatis, luctus ex et, ultrices metus. Duis at porta quam. In sed nisi id lectus tincidunt fermentum. Praesent pulvinar nisi vel leo laoreet malesuada. Praesent ullamcorper tempus metus vel gravida. Duis non fringilla quam. Morbi. Lorem ipsum Dolor sit amet Consectetur adipiscing Curabitur dictum sagittis Mollis aliquam nec Mauris

10. Web Analytics Behavioural Tests Insights Ideas

11. Reach Converted Didn’t convert

12. Converted Didn’t convert Attention Product listing With a really compelling product description too. About how great the product is. Product listing With a really compelling product description too. About how great the product is.

13. Attribution Converted Didn’t convert Checkout Page Selected item £10.99 Another item £8.99 Checkout Page Selected item £10.99 Another item £8.99

14. Replay Converted Didn’t convert Delivery Details Name Email Postcode House # ******** *********** **** **** ** Delivery Details Name Email Postcode House # ******** Invalid email address **** **** **

15.

16. Marketing Analytics Compliance/ Fraud Customer Services Sales Identify top-converting content Hone the best on-site navigation Watch and improve user journeys Optimise conversion rates Identify suspicious activity Isolate suspicious user journeys Watch real session replays Close loopholes Watch customer journey Spot and x their problem Facilitate online self-service Build a pipeline of leads Understand interests of each lead Notication of repeat visits Identify high value prospects Behavioural Insights

17. Discussion Points What does your CRO strategy look like? Are analytics metrics useful for CRO? How do you ll the knowledge gap between analytics and idea generation - what other tools do you use?

Behavioural Insights and CRO - Measurecamp 2014 Presentation

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