gauc 2016 - ken derwael -conversation rate optimization through the eyes of google analytics
TRANSCRIPT
Google AnalyticsUSER Conference #GAUCbe
Conversion Rate Optimization through the eyes of Google AnalyticsKen Derwael - 25/08/2016
The definition
Conversion Rate Optimization seeks to increase the percentage of website visitors that take a specific action by methodically testing alternate versions of a page or process
“ “
Conversion Rate Optimization Cycle
Why optimize your Conversion Rate?
Traffic Research vs Google Analytics
Traffic reportWhere does the traffic (that converts) comes from?
Customer journey reportHow does the customer interact with my site?
Best converting landing pages reportBest converting landing pages?
If what you offer and how you present it matches your target audience’s state of mind, you have gained a
customer.“ “
Traffic information
Analyse the quality of your traffic
So a low Conversion Rate means I have to optimize ?
Landing page information
Landing page report
A high bounce rate = good CRO indicator?
Customer Journey
User Explorer
Customer Journey
User Explorer
Customer Journey
User Explorer
The leaky bucket theory
Trying to increase sales simply by driving more traffic to a website with a poor customer conversion rate is like trying to keep a leaky bucket full by adding more water instead of plugging the holes.
““
Where do people drop out...
Ok we have identified the leaks, what’s next?
• Scrolls - views
• Call to action – clicks
• Seen a video – how long?
• Form Analytics
• Etc..
User Interaction – Tag Manager & Analytics Scroll depth tracking
User Interaction – Tag Manager & Analytics Scroll depth tracking
User Interaction – Tag Manager & Analytics Click tracking
Track EventTrack Event
User Interaction – Tag Manager & Analytics Click tracking
User Interaction – Tag Manager & Analytics Form analytics
User Interaction – Tag Manager & Analytics Form analytics
Alright, so we are ready for an hypothesis?
Recordings & heatmaps
Psychology Eye tracking
User surveys
Foot Locker
Foot Locker
Foot Locker
25 % increase in
orders
Wageningen University
Wageningen University
Wageningen University
38 % Sign up increase
GA Experiments
Let us put it to practice with A/B Testing
GA Experiments Setup
• Place the Experiment snippet on your page
GA Experiments Setup
Watch out create a rule in GTM to exclude the pageviews from the Experiment pages
(to avoid double pageviews from the GTM)
GA Experiments Setup
Step 4: Review and start
GA Experiments Dashboards
Don’t draw fast conclusions!
When you test ALWAYS make sure you have:
1. A big enough sample size (pre-calculated)2. Only test 1 change at a time3. The time your test was run (long enough)4. Ensure a statistical significance (95% or higher)5. Keep tracking your events – also on the variant!
Using a scalpel does not make you a surgeon. Using an a/b testing tool does not make you an optimizer. “ “
Optimize 360
• New Run A/B testing on a segmented audience!!!
Thank you !