behavioural insights and cro - measurecamp 2014 presentation
DESCRIPTION
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.TRANSCRIPT
Behavioural Insights& the CRO Process
200,000 years of human history
Written language
60,000(source - http://www.billiondollargraphics.com/infographics.html)
times faster
WebAnalytics
IdeasTests
WebAnalytics
IdeasTests
Something is missing here
Convert
Do Not Convert
Enter
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
WebAnalytics
BehaviouralInsightsTests
Ideas
Reach Converted Didn’t convert
Product listingWith a really compelling productdescription too. About how great the product is.
Product listingWith a really compelling productdescription too. About how great the product is.
Converted Didn’t convertAttention
Checkout Page
Selected item £10.99Another item £8.99
Checkout Page
Selected item £10.99Another item £8.99
Attribution Converted Didn’t convert
Delivery Details
Name
Postcode
House #
********
***********
**** ****
**
Delivery Details
Name
Postcode
House #
********
**** ****
**
Invalid email address
Replay Converted Didn’t convert
MarketingAnalytics
Compliance/Fraud
CustomerServices
Sales
Identify top-converting contentHone the best on-site navigationWatch and improve user journeysOptimise conversion rates
Identify suspicious activityIsolate suspicious user journeysWatch real session replaysClose loopholes
Watch customer journeySpot and �x their problemFacilitate online self-service
Build a pipeline of leadsUnderstand interests of each leadNoti�cation of repeat visitsIdentify high value prospects
Behavioural Insights
Discussion PointsWhat 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?