What does a conversion analyst/optimizer actually do? This presentation shows you why if you don't have someone focusing on conversion you're leaving a lot of money on the table with your business.

1. FRUSTRATED
MARKETER
When a
M E T A C O N V E R S I O N
A N A L Y S T

2. MIKE
DIRECTOR OF
MARKETING
THE STORE'S TRAFFIC HAS BEEN
INCREASING WITH HIS MULTI-CHANNEL
INBOUND MARKETING EFFORTS
is the
for a fashion
eCommerce store

3. BUT Conversions are low,
especially on mobile.
ALSO He doesn't know which
sources bring in the
highest Life Time Value
customers

4. CONVERSION
ANALYST
I H A V E A T R I E D A N D T R U E
P 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 S
I N T O H I G H L I F E T I M E
V A L U E C U S T O M E R S
THAT' S WHEN HE
HIRED A

5. STEP 1: GET RID OF OPINIONS. ALL OF THEM.
STEP 2: GET
SMARTER WITH
BEHAVIORAL
ANALYSIS
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 INSIDE
YOUR CUSTOMER' S
HEAD BY ASKING
BETTER QUESTIONS
STEP 4: GET BETTER
RESULTS BY
RUNNING BETTER
TESTS
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.

6. BEHAVIOR ANALYSIS:
WE FOUND
PATTERNS THAT
CORRELATED WITH
HIGHER LIFE TIME
VALUE
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 SEVERAL
ISSUES WITH THE
SITE AFTER TALKING
TO CUSTOMERS
GETTING RESULTS:
WE RE- ALLOCATED
AD SPEND AND
TESTED THE DESIGN
CHANGES
SOLVING MIKE' S FRUSTRATIONS

7. Get results.
Get a conversion analyst.
PETER JAMES
Mountain View Conversions