Today I’m presenting a talk at Conversion Elite all about my favourite topic – using analytics to improve success! In this case, I’m focussing on conversion optimisation, but the skills, foundations and processes are very similar regardless of your business and project objectives. My main takeaways are how to use analytics for the following purposes: • Identify testing opportunities • Forecast • Prioritise • Justify stakeholder investment • Use analytics wisely • Uplift your business

1. Anna Lewis
Conversion Elite June 2018
Analytics – Identifying and Forecasting
Opportunities for CRO
@polkadotdata
anna@polkadotdata.com

2. Founder of Polka Dot Data
10 years Analytics
Experience
Total Google Analytics
geek
Background in SEO and
PPC

3. ANALYTICS, DO YOU
CARE?
@annatlewis

4. Good data
makes money
@annatlewis

6. identify testing
opportunities
prioritise
justify stakeholder
investment
forecast potential success
use your analytics wisely
uplift to your business
HOW CAN ANALYTICS HELP YOU DO THIS?

7. Data
Collation
• Accurate analytics
• Key data Points
• Customisations for YOU
Ideation
• Where on site
• What changes
• Designs
Forecasting &
Prioritisation
• What could be achieved
• Which will see the best gains
Justification
•What is the best test
for the business at this
stage?
@annatlewis
CRO
Planning
Framework

8. Data
Collation
• Accurate analytics
• Key data Points
• Customisations for YOU
Ideation
• Where on site
• What changes
• Designs
Forecasting &
Prioritisation
• What could be achieved
• Which will see the best gains
Justification
•What is the best test
for the business at this
stage?
@annatlewis
CRO
Planning
Framework

9. DON’T
FORGET
YOUR DATA

10. Business
Goals
• What do we want/need to achieve?
• Why do you have a website?
• What growth are you looking for?
Business
Objectives
• What activity are we using to grow?
• What is the success criteria?
• What would make each team succeed?
KPIs
• What is measurable?
• What does good look like?
• What does failure look like?
Optimisation
•Prioritise what’s most
important
•What KPIs can you
affect
@annatlewis
Measuremen
t Framework

11. ANALYTICS CUSTOMISATIONS YOU SHOULD
BE USING
Tracking Code
 Analytics through a Tag
Manager
 Tools for debugging set up
Customise your data
 Engagement / Event Tracking
 Custom Dimensions
Segment
 Custom Segments
 AB version Segments
 Sequence Segments
Understanding Journeys
 Session recordings
 User Testing
 Analytics Content Groupings
 Analytics Channel groupings
 Multi Channel Funnel Reports
Conversion Tracking
 Goals
 Enhanced Ecommerce
 Funnels
 Conversion Predictor?!
@annatlewis

12. IDENTIFY OPPORTUNITIES
FOR YOU
Ideation with data

13. identify testing
opportunities
TRUST YOUR DATA
GET STUCK IN
GO GRANULAR

14. SEGMENTATION Because data in
aggregate…

15. SEGMENTATION
Because “DATA IN AGGREGATE
IS…
@annatlewis

16. SEGMENTATION
Because “DATA IN AGGREGATE IS
CRAP
@annatlewis

17. SEGMENTATION
Because “DATA IN AGGREGATE IS
CRAP
@annatlewis

18. SEGMENTATION
Because “DATA IN AGGREGATE IS
CRAP
@annatlewis

19. SEGMENTATION
Because “DATA IN AGGREGATE IS
CRAP
@annatlewis

20. CR: 5%
Tablet: 5%
Desktop CR: 10%
Mobile CR: 1%
@annatlewis

21. CR: 5%
Tablet: 5%
Desktop CR: 10%
Mobile CR: 1%
@annatlewis

22. CR: 5%
Original CR:
4.5%
New User CR: 15%
Returning User CR: 3%
Variant CR: 6%
New User CR: 15%
Returning User CR: 3%
@annatlewis

23. CR: 5%
Original CR:
4.5%
New User CR: 1%
Returning User CR: 8%
Variant CR: 6%
New User CR: 15%
Returning User CR: 3%
@annatlewis

24. CR: 5%
Original CR:
4.5%
New User CR: 1%
Returning User CR: 8%
Variant CR: 6%
New User CR: 5%
Returning User CR: 4%
@annatlewis

25. CR: 5%
Original CR:
4.5%
New User CR: 1%
Returning User CR: 8%
Variant CR: 6%
New User CR: 5%
Returning User CR: 4%
@annatlewis

26. SEGMENTS TO USE IN TESTING
ESSENTIAL EVEN MORE USEFUL
Version A, B Customer Loyalty
New / Returning Customer Total Spend to date
Device information Checkout Sequence – Success
Saw a Product page Checkout Sequence – Drop out
on X or Y
Add to cart Revenue over £X
Read key
@annatlewis

27. FAST
SEGMENTATION
Ain’t nobody got time for
that!

28. PROFITGRID
@annatlewis

29. PROFITGRID
@annatlewis

30. PROFITGRID
@annatlewis

31. WHAT COULD YOU REALLY
ACHIEVE?
Forecast the smart way

32. forecast potential success
USE THE DETAILS
FORECAST BASED ON
ACTIVITY NOT JUST
RESULT
FORECAST AT DIFFERENT
LEVELS

33. • 100 Users
Start
• 5 Sales
• £500
Convert
•5% CR
•AOV £100
Performance
•6% CR =
•6 sales. £100 gain
Potential
@annatlewis

34. • 100 Users
Start
• 40 Add to Cart
Act
• 5 Sales
• £500
• AOV £100
Convert
• 40% Add to cart
• 12.5% Cart to
Sale
• 5% Total CR
Performance
• XX% Add to cart
=
• YY% Cart to Sale
= Potential
@annatlewis

35. • 100 Users
Start
• 60 View a
product
• 40 Add to Cart
Act
• 5 Sales
• £500
• AOV £100
Convert
• 60% Product
Research
• 66% Intent to
buy
• 12.5% Cart to
Sale
• 5% Total CR
Performance
• XX% View Product
=
• XX% Add to cart =
• YY% Cart to Sale =
Potential
@annatlewis

36. • 100 Users
Start
• 60 View a
product
• 40 Add to Cart
• 30 Cont.
Shopping
Act
• 5 Sales
• £500
• AOV £100
Convert
• 60% Product
Research
• 66% Intent to
buy
• 12.5% Cart to
Sale
• 5% Total CR
Performance
• XX% View Product =
• XX% Add to cart =
• XX% Cont. Shopping
=
• YY% Cart to Sale =
Potential
@annatlewis

37. • 100 Users
Start
• 60 View a
product
• 40 Add to Cart
• 30 Cont.
Shopping
• 10 Join
newsletter
Act
• 5 Sales
• £500
• AOV £100
Convert
• 60% Product
Research
• 66% Intent to
buy
• 12.5% Cart to
Sale
• 5% Total CR
Performance
• XX% View Product =
• XX% Add to cart =
• XX% Cont. Shopping
=
• YY% Cart to Sale =
Potential
@annatlewis

38. • 100 Users
Start
• 60 View a
product
• 40 Add to Cart
• 30 Cont.
Shopping
• 10 Join
newsletter
• 15 Check
delivery
• 5 Watch a
Video
Act
• 5 Sales
• £500
• AOV £100
Convert
• 60% Product
Research
• 66% Intent to
buy
• 12.5% Cart to
Sale
• 10%
Subscription
• 15% Delivery
Qs.
• 5% Watch Video
• 5% Total CR
Performance
• XX% View Product =
• XX% Add to cart =
• XX% Cont. Shopping
=
• YY% Cart to Sale =
• £££
Potential
@annatlewis

39. • 100 Users
Start
• 60 View a
product
• 40 Add to Cart
• 30 Cont.
Shopping
• 10 Join
newsletter
• 15 Check
delivery
• 5 Watch a
Video
Act
• 5 Sales
• £500
• AOV £100
Convert
• 60% Product
Research
• 66% Intent to
buy
• 12.5% Cart to
Sale
• 10%
Subscription
• 15% Delivery
Qs.
• 5% Watch Video
• 5% Total CR
Performance
• XX% View Product =
• XX% Add to cart =
• XX% Cont. Shopping
=
• YY% Cart to Sale =
• £££
Potential
@annatlewis
Look at engagement, not just end
result!
Combine together in sequence
segments.
Then segment by
new/returning/devices etc

40. TURN THE DATA INTO
MONEY
The activity.

41. prioritise
&
justify the investment to
stakeholders

42. USE THE DATA TO MANAGE
PRIORITIES
Test Name Cost to
Implement
Time to
Implement
£ Gain -
Forecast
Priority
Score
Home layout £10k 1 month 70k 15.0
Delivery
form
£15k 2 months 50k 4.4
Guest
Checkout
£25k 4 months 90k 5.4
Call to
actions
£3k 1 week 30k 27.0
Filter
Options
£5k 1 month 20k 15.0
@annatlewis
Find a scoring system that works for you. Here it is (Gain – cost) / weeks, the highest score is th

43. EVENT
TRACKING
The activity.

44. TRACK ENGAGEMENT THAT
MATTERS TO YOU
@annatlewis
micro
conversions
macro
conversions
engagement

45. micro conversions macro conversions
click product
add to
cart
download
chose
size
menu
search
hero
banner
filter
purchase
/ lead
gen
engagement
TRACK ENGAGEMENT THAT
MATTERS TO YOU
@annatlewis
micro
conversions
macro
conversions
engagement

46. TRACK ENGAGEMENT THAT
MATTERS TO YOU
@annatlewis
micro
conversions
macro
conversions
engagement
micro conversions macro conversions
click product
add to
cart
download
chose
size
menu
search
hero
banner
filter
purchase
/ lead
gen
engagement

47. TRACK ENGAGEMENT THAT
MATTERS TO YOU
@annatlewis
micro
conversions
macro
conversions
engagement
micro conversions macro conversions
click product
add to
cart
download
chose
size
menu
search
hero
banner
filter
purchase
/ lead
gen
engagement

48. WHICH ARE IMPACTED BY THE
TEST?
@annatlewis
Monitor change in engagement BY test
segment
click product
add to
cart
download
chose
size
menu
search
hero
banner
filter
purchase
/ lead
gen
micro
conversions
macro
conversions
engagement

49. SET UP EVENT TRACKING
Label
Action
Category Navigation
Search
Keyboard
Enter
Clicked
Suggested
Result
Main Menu -
Hover
Brand Link –
Nike
Cat Link -
Shoes
Main Menu -
Click
Sub Cat Link
- Mens
Clothes
@annatlewis

50. SET UP EVENT TRACKING
Value
Label
Action
Category Ecommerce
Add to Cart
Nike Air
– Mens –
8
65.9
9
55.0
0
Adidas
Free – 11
88.9
9
Remove
From Cart
Nike Air
– Mens –
8
65.9
9
Delivery
Option –
Standard
3-5 days
3.95 Free
Delivery
Option –
Click and
Collect
Post
Office
0.00
In Store
1.99
@annatlewis

51. ESSENTIAL EVENT TRACKING –
BASIC NAMING
Category Action Label
Navigation Search Search query
Navigation Hero Banner Banner Name/ Campaign
Shopping Click product Product Name + Variant
Shopping Add to cart Product Name + Variant
Research Download File name
Shopping Chose size Product Name + Variant
Shopping Chose colour Product Name + Variant
Ecommerce Purchase Product Name + Variant
Conversion Lead gen Product Name
@annatlewis

52. REPORT ON EVENT TRACKING
@annatlewis
Good, but..
Missing labels
No values
Basic information

53. EXAMPLE: BASIC EVENT TRACKING
Category: Ecommerce
Action: {{XYZ}} Click
Label: {{Product
name}}
Value: {{Product
price}}
@annatlewis

54. ENHANCED
ECOMMERCE
The opportunity.

55. SHOPPING BEHAVIOUR
Apply
segments
Create
segments
Improve
journey
Uplift Conv.
Rate
Improve
return
@annatlewis

56. SHOPPING BEHAVIOUR
Apply
segments
Create
segments
Improve
journey
Uplift Conv.
Rate
Improve
return
@annatlewis

57. SHOPPING BEHAVIOUR
Apply segments
@annatlewis

58. CHECKOUT BEHAVIOUR
@annatlewis
USE WITH SEGMENTS!

59. ENHANCED
ECOMMERCE
The engagement.
FUNNE
LS

60. SHOPPING BEHAVIOUR
All
sessions
Key Pages 75% Read
Clicked
Contact
Submitted
Contact
LEAD-
GEN
https://www.simoahava.com/an
alytics/track-content-
enhanced-ecommerce/
@annatlewis

61. DATA = POWER Trust it. Use it.
Grow.

62. WHAT DOES IT LOOK LIKE?

63. ACHIEVABLE
https://www.defense.gov/Photos/Photo-
Gallery/igphoto/2001738490/

64. ACHIEVABLE
https://www.defense.gov/Photos/Photo-
Gallery/igphoto/2001738490/
What could

65. ACHIEVABLE
https://www.defense.gov/Photos/Photo-
Gallery/igphoto/2001738490/
What could each

66. ACHIEVABLE
https://www.defense.gov/Photos/Photo-
Gallery/igphoto/2001738490/
What could each scenario

67. ACHIEVABLE
https://www.defense.gov/Photos/Photo-
Gallery/igphoto/2001738490/
What could each scenario achieve?

68. JUSTIFY WHICH TEST
Idea A Idea
B
Idea
C
D

69. Get your data BACK TO WORK!

70. It’s there if you look fo

71. identify testing opportunities
COLLECT CUSTOM DATA
prioritise
COMPARE FORECASTS +
EFFORT
justify stakeholder
investment
CALCULATE THE OUTCOMES
forecast potential success
COMPARE THE DATA
use your analytics wisely
MAKE IT WORK FOR YOU
uplift to your business
COMPARE THE DATA

72. DON’T
FORGET
YOUR DATA

73. THANK YOU
Anna Lewis
Polka Dot Data Analytics Consultancy
anna@polkadotdata.com