Check out my power point on mastering the essentials of conversion optimization by Peep Laja. Here are some reminders and skills to think about when working with optimization and Google Analytics.

1. BY: CASSANDRA FLYNN

2. Mindset of an optimizer

3. “GROWTH OPTIMIZATION”
Acquire customers cheaply,
From any channel than your competitors,
So you can grow faster.

4. “MUST HAVE” DATA

5. THINK
SMART

6. 6 steps...

7. Technical Analysis
➔Cross-browser testing
➔Cross-device testing
➔Conversion rate per device / browser
➔Speed analysis

8. Heuristic Analysis
➔Identify “areas of interest”
➔Check key pages for relevancy, motivation, friction issues

9. ➔Analytics health check: everything being measured, everything accurate?
➔Setup measurement for KPIs
➔Identify leaks
Web Analytics Analysis

10. Mouse Tracking Analysis
➔Heat maps & click maps
➔Scroll maps
➔User session video replays

11. Qualitative Research/Surveys
➔Customer surveys
➔Web traffic surveys
➔Chat logs
➔Interviews

12. User Testing
➔Identify usability & clarity issues,
sources of friction

15. YOUR
DEPENDS ON IT

16. L E A R N
…
•Impact & performance
of feature, widget, page •
• Where site is leaking money •
• What people are doing •

17. Metric that helps you understand how
you are doing against your objectives.
A metric is a number.
Learn:

19. add a task track results

20. “Test is really data collection.
Personally, I think the
winner/loser vocabulary
perhaps induces risk adversity.”
Matt Gershoff

21. Complete “Process” Framework.