still just reporting when you could be optimizing?
TRANSCRIPT
Still just reporting when you could be
optimizing?
@conversionista
3
”I started Conversionista”
John Ekman
@conversionista
✓ Conversion Jam x 4
✓ Conversion Manager x 100
✓ 400 projects
✓ 17 employees
A lot has happened in 5 years
The brag slide
Media
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E-commerceB2C
LeadgenB2B
Leadgen
The law of useless
averages
Are you still controlling when you could be
optimizing?
“I noticed that sales are down 7%
from last month.
What is going on?”
”Web analytics is great at the
What but not at the Why”
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Previously, at the GAC, some years ago….
11This is the dream they sell you
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This is what you get
Don’t become
attached to your data
You use data for reports, not for improving your business
You use data to answer the WHAT, but you never get to the WHY
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2
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How do you get to the WHY?
You can simply ask why.To:
Subject: John - Why don’t you buy from us?
John The Student
Hi,
We’ve noticed that you never open our emails.
We’ve also noticed that you never bought jack sh*t from us.
Please tell us why.
Then we can start sending you great deals that are relevant to YOU instead of spamming you with useless student promos.
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DataMotivation BehaviourUser
Three degrees of separation
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Let’s shine a little light on this
?
?
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And from another angle
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WOW - It’s a cylinder
Data
Data
20GA is the mothership of Analytics
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Examples3
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Case Skandia Rådgivning
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Premium trial for US market
WHAT: High Dropoff rate
You must leave your credit card details in order to start your 30 day free trial
Original
Data source nr 2 - Ask why
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We made a short exit survey.
The main reason stated:
“I don’t want to leave my credit card details for
something that is free”!
Hypothesis:
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Give the user “A reason why”
We only use this to verify your account, you won't be charged anything for your trial
We need this just in case you decide to stay Premium after your free month
We need this because our music deals only allow free trials for users that are credit card or PayPal holders
A
B
C
The results…
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Original
“We only use this to verify…”
Blame the record companies
“In case you decide to stay…”
Top 4 tips
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Don’t become attached to your data
Use many different angles (= tools, data points, data sets, quant & qual)
If you want to know why - Ask.
You can’t wrestle data. Only change user behaviour
through motivation.
Extra Todos3
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Find your dream job and become a pro yourself
Learn even more at Conversion Jam
Get tips straight from the pros at our stand!
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Neil Patel
David Darmanin
Peep Laja
www.conversionjam.se
SEPTEMBER 1st