rule with data: measurement for your business
TRANSCRIPT
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measurementRule with Data Measurement for your business
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Vassilena Valchanova
• 10 years of marketing experience
• Check out valchanova.me
• Digital Strategist @ Enhancv
• Passionate science geek @ Ratio
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Why you need data
• Know where you stand
• Find out how to improve
• Kill anecdotal evidence
• Be deliberate about your work
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Qualitative vs quantitative data
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Evolution
Image Credit
Small A/B tests, clear winner
Layout and multivariate tests
Copy, persuasionUser feedback, major changes
big wins
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Historical data vs benchmarks
The average conversion rate in the USA is 2%whether you’re selling elephants or iPods.
Avinash Kaushik
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measurementWhat data can tell you — and how?
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The funnel
Your audience
Traffic sources
Engaging content
Ease of interaction
Target action
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Who’s your user?
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measurementGoogle Analytics User Demographics
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measurementFacebook Audience Insights
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measurementLinkedIn Website Demographics
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Who’s your user?
• Google Analytics
• Facebook Audience Insights
• LinkedIn Website Audiences
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What channels work?
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What channels work?
• Traffic
• QUALITY traffic
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How to engage people?
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measurementGoogle Analytics Pairing Metrics
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It’s not all numbers
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measurementThe Beauty of Hotjar
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By God, talk to people!
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How to engage people?
• Bounce rate
• Time on site
• Scroll rate
• Shares
• Visitor recordings
• Surveys
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measurementPutting it all together
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Tools to Use
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measurementThank you! Any Questions? The slides: valchanova.me/slides