gauc 2016 - ken derwael -conversation rate optimization through the eyes of google analytics

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 !