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.

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...

7. Audience segmentation Needles in haystacks

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

11. Conversion Rate
Optimization
Wider funnels

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

18. Unbounce.com Landing page testing

19. Mailchimp.com Email marketing & testing

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