A presentation to TechHatch's 2013 class in Richmond, VA. We discussed methodologies to measure their websites and apps with audience segmentation, conversion rate optimization, and A/B testing tools.
2. What are analytics?
• Who visits your site?
• When are they active?
• How did they get there?
• What are they doing?
• Where do they go?
• Why are they leaving?
8. Why segment?
• No two visitors are alike
• Experiences & expectations vary
with context
• Observations about why some
groups convert better than others
can lead to insights
• Insights lead to nirvana
9. Basic segments
• Device type (tablet, smartphone,
e-reader, desktop)
• Geography (urban, rural,
language, culture)
• Time of Day / Day of Week
• Traffic source
10. Advanced segments
• New vs. returning visitors
• Previous converters
• Branded vs. non-branded search
• Multi-device & multi-session
• Social media engagement
• Frequency & recency
• Exposure to other advertising
12. Conversion funnels
• Your website or app is a leaky
bucket
• Product page > shopping cart >
billing/shipping > checkout
• Obstacles & confusion cause
people to abandon
• Visitors that abandon will never
buy from you
13. CRO Case Study 4X more leads...for free!
13% 20%7%
11%5% 5%
14. Why does it matter?
• Get more conversions without
paying for more traffic
• Improve user experience and
usability by removing obstacles
• Use winning combinations in
other media
• Failure is tolerated & appreciated
as long as you learn something
20. Tying it all together
• Opinions don’t matter
• Focus on outcomes & insights,
not puking up data
• If you can’t measure it, you can’t
manage it
• Treat different audience
segments differently
• Plug the leaks in your conversion
bucket
• Fail quickly but learn something
• Testing tools are great, but won’t
replace humans....yet