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How to measure
success with data
Andrew Miller
Your Search Advisor
@AndrewCMiller
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?
Analytics overload Don’t worry. It’s normal.
Look beyond visits
• Measurement (Outcomes)
• Reporting (Insights)
• Optimization (Take Action)
• Opinions don’t matter (remove
HiPPO*, kill group-think)
• Reinforce business decisions
(numbers don’t lie)
*Highest Paid Person’s Opinion
My mantra
If you can’t measure it, you can’t manage it.
It doesn’t exist.
Audience
segmentation
Conversion Rate
Optimization
My favorite testing
tools
How to measure success with data...
Audience segmentation Needles in haystacks
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
Basic segments
• Device type (tablet, smartphone,
e-reader, desktop)
• Geography (urban, rural,
language, culture)
• Time of Day / Day of Week
• Traffic source
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
Conversion Rate
Optimization
Wider funnels
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
CRO Case Study 4X more leads...for free!
13% 20%7%
11%5% 5%
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
My favorite testing tools The right tool for the right job
GA Content Experiments A/B test on your site
Optimizely.com Powerful A/B Tests without IT
Unbounce.com Landing page testing
Mailchimp.com Email marketing & testing
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

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How To Measure Success With Data

  • 1. How to measure success with data Andrew Miller Your Search Advisor @AndrewCMiller
  • 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?
  • 3. Analytics overload Don’t worry. It’s normal.
  • 4. Look beyond visits • Measurement (Outcomes) • Reporting (Insights) • Optimization (Take Action) • Opinions don’t matter (remove HiPPO*, kill group-think) • Reinforce business decisions (numbers don’t lie) *Highest Paid Person’s Opinion
  • 5. My mantra If you can’t measure it, you can’t manage it. It doesn’t exist.
  • 6. Audience segmentation Conversion Rate Optimization My favorite testing tools How to measure success with data...
  • 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
  • 15. My favorite testing tools The right tool for the right job
  • 16. GA Content Experiments A/B test on your site
  • 17. Optimizely.com Powerful A/B Tests without IT
  • 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