FRUSTRATEDMARKETER

When a

MET A CONVERSIONANALYST

MIKEDIRECTOR OFMARKETING

THE STORE'S TRAFFIC HAS BEENINCREASING WITH HIS MULTI-CHANNELINBOUND MARKETING EFFORTS

i s t h e

f o r a f a s h i o ne C o m m e r c e s t o r e

BUT Conversions are low,

especially on mobile.

ALSO He doesn't know which

sources bring in the

highest Life Time Value

customers

CONVERSIONANALYST

I H A V E A T R I E D A N D T R U EP R O C E S S F O R

C O N V E R T I N G V I S I T O R SI N T O H I G H L I F E T I M EV A L U E C U S T O M E R S

THAT 'S WHEN HEH IRED A

S T E P 1 : GE T R I D OF OP I N I ONS . A L L OF THEM .

STEP 2 : GETSMARTER WITHBEHAVIORALANALYSIS

If you're just looking at

standard google analytics

reports it's time to get help.

You have to go beyond

pageviews, bounce rates, and

even conversion rates to

segmented valuable behavior.

Only 3% of your visitors

convert. Don't ignore the

other 97%! They're more

valuable than you think.

Most surveys are useless.

They're vanity stats showing

what happened and not what

to do about it.

Don't make your customers

think hard with ambiguous

questions like "What changes

would you make to our site?"

There are questions that are

easy to answer but provide

loads of actionable insight.

If you're a low traffic site

you have to test more

drastic changes to detect

a significant lift.

If you're stopping your A/B

tests when they reach

significance you're doing

it wrong.

Know beforehand what

representative sample size

you need. Or else the

results are just random.

STEP 3 : GET INSIDEYOUR CUSTOMER 'SHEAD BY ASKINGBETTER QUESTIONS

STEP 4 : GET BETTERRESULTS BYRUNNING BETTERTESTS

Yes , even yours .

The most experienced marketer in the world has no idea what

your specific audience needs .

The only way to know is to watch them and talk to them .

BEHAVIOR ANALYSIS :WE FOUNDPATTERNS THATCORRELATED WITHHIGHER LIFE TIMEVALUE

Customers with higher value

came from more expensive

search ads but had higher net

profits.

There were certain products

that were favorites of these

customers but were not

prominent in the site's visual

hierarchy.

They were anxious about

shipping timing and return

policies.

They were unsure the clothes

would fit them and wanted

better sizing charts.

The images were too small;

they wanted to see more

details of the products.

We got a 354%

return on ad spend .

We saw a 28%

conversion lift with

customers

acquired through

paid search .

ASKING CUSTOMERS :WE FOUND SEVERALISSUES WITH THESITE AFTER TALKINGTO CUSTOMERS

GETTING RESULTS :WE RE -ALLOCATEDAD SPEND ANDTESTED THE DESIGNCHANGES

SO L V I NG M I K E ' S F RU S TRA T I ONS

Get results.

Get a conversion analyst.

PETER JAMESMountain View Conversions