CRO Masterclass Presentation

1. Testing CRO Changes
Using Google Analytics Experiments
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2. Proper Phone Conduct
•Make sure your cell phone is on, and you are tweeting.
•@ reply me: @AntonieGeerts
•Use the hashtag: #SBPCRO
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3. •Consultant for many Irish and International firms
•Worked for a Digital Agency for many years dealing with enterprise customers
•Provide training on Digital Marketing specializing in SEO, CRO , Online Adverting and Analytics
•Founder of Seditio, a Digital Consultancy and Training company
About Me?
My interpretation of CRO
“Increasing the number of leads, sales, calls , actions etc. by making changes throughout the conversion funnel to better suit the user”
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4. How many of you know…
The number of conversions you had last month?
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5. But do you know how many you could have had?
•In order to increase your conversions you
–Need to know how many customers entered the funnel without buying
–Understand where in the funnel they “dropped” out
–Make changes to allow them to stay in the funnel
–Remarket them with a better offer for the relevant product they are looking for
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6. GA Experiments
Creating your first Experiment
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7. For this A/B Test example
I wanted to show how easy it is to implement A/B Testing on your website using Google Analytics. To keep it simple I’ve decided on a landing page scenario with the following KPI’s
–What Advertising network drives the highest quality traffic?
–What Layout has the longest session duration?
–How many conversions?
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8. Our Conversion
Small sign up form to require call back. With Event Tracking
Trust indicator
Google Analytics Certification logo‘s linking to the certification result pages.
SEO Title
For AdWords Quality Score only
Dynamic Banner
Show casing experience in the various areas
Relevant Content
For both UX , Information and AdWords Relevancy
The Landing page
The landing page and all variants have no-index no-follow flag and are not part of main navigation
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9. Variant 2: Text Block Above Image
Variant 4: Side Bar to the Left
Variant 3: Side Bar Left + Text above the image
The Variations
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10. Doing your First Experiment
Basic Config
•What KPI
•How much traffic to test
•E-Mail Notification
Advanced options
•Split Traffic even
•How long to test for
•What % necessary to determine a winner
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The Experiment Code
This needs to be loaded in on the Original Page only.

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•All traffic/ads are hitting the Original Landing Page.
•The Experiment code then decides the journey

14. The results
Making decisions after you have done your test
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15. Advertising Stats
Google Search: 340 Impressions / 4 Clicks / 0 Conv. / €5
Average Bounce Rate: 50% Average Time on site: 25 Seconds
Google Display: 103265 Impressions / 164 Clicks / 0 Conv. / €30
Average Bounce Rate: 92% Average Time on site: 22 Seconds
LinkedIn: 45832 Impressions / 8 Clicks / 2 Conv. / €16
Average Bounce Rate: 66% Average Time on site: 28 Seconds
Twitter: 56996 Impressions / 58 Link Clicks / 1 Conv. / €107
Average Bounce Rate: 60% Average Time on site: 28 Seconds
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16. Google Analytics Results
Number of Sessions: 234
Number of Conversions: 3
Winning Page: Sidebar Left + Banner Middle
Best performing Ad Network: LinkedIn
Worst performing Ad Network: Google Display
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17. Some additional remarks
•Google Display uses mobile app games as part of the Display network by default. This causes a high amount of “miss clicks” and low quality visitors.
•Twitter claimed to have driven 58 Clicks to my landing page, however analytics only recorded 10
•LinkedIn works well but is expensive and they charge “after” the campaign has stopped and don’t stick to the budget set
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18. Applied CRO
Some best practices
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19. •Own the Analytics and AdWords accounts
•Analytics data is too valuable to outsource
•AdWords data is too expensive not to own
Ownership
•Measure everything!
•Advertising platforms measure for them not you
•Know and measure the user journey
Measurement
•Reduce spend on low performing ad platforms
•Remarket at certain stages in the sales funnel
•Try do changes with A/B tests
Optimise
•Measurement takes effort and time but it is worth it!
Patience
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20. Thank You! Now are there any questions
Direct download link:
http://j.mp/seditio-cro-event
The PDF version of this presentation is here
2 Day Practical Digital Marketing Course
Starting in September
Brochure PDF link:
http://j.mp/digital-ad
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