6. Nr 1 on Online Conversion in Sweden 1070%
Since 2006
80 + conversion projects
50% E-commerce
Rest is B2B/B2C
Lead generation
International speaker &
blogger
John Ekman a.k.a
Chief Conversionista
Member and
founder of
@Conversionista
TheConversionAlliance.com WebAlliance.se
25. What persona does that appeal to?
Traditionelle Ture
Självständige Sam
Hjälpsökande Hjördis
Ointresserade Olof
Noggranne Noel : 19%
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26. THE RESULTS THE TECHNICAL APPROACH
YUMMY!!
Methodical
Spontaneous
Competitive
Humanistic
?
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27. TWO STEP APPROACH WITH SOCIAL PROOF
Expand YUMMY!!
Methodical & refine
Spontaneous YUMMY!!
Competitive
YUMMY!!
Humanistic Remove
FUDs
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36. #2 set up goals & funnels
URL Goals:
Goal on separate
URL/page
If not: as virtual
pageview when
content is delivered
If not: as onclick
event when the last
measurable action is
taken
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37. #3 - enable Site search
Tells you what people
are looking for on
your site
Tells you what users
are not able to find
on your site
More searches from
some traffic sources?
Specific searches
from some traffic
sources?
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40. Event tracking tips
Implementation is easy (technically speaking)
Structure can be tricky
– Category
– Label
– Action
Interpretation is even trickier
Low interaction =
– Good usability - Few visitors have to bother with that control
OR
– Visitors can’t find the control and are leaving at this point
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41. Form analysis alternatives
Google Analytics
– Free
– Data is stored forever
– “Manual” tag implementation
– You have to do the
visualization yourself
Clicktale
– Cost (not too high)
– Account paused = data lost
– Single sitewide script/tag
– Visualization is “automatic”
BUT
– Often requires some manual
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45. What does it cost to fix the forms?
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46. #5 Track error messages in Google
Analytics
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47. 25% of visitors were turned away
By tracking delivery of
error messages in
Google Analytics we
discovered that:
25% of visitors were
told ”site is closed”
When in fact, it was
only a problem
validating their ID
number (who had been
entered in ”incorrect
Format”)
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48. The error messages are in the log files
Maksym Yemelyanov
- Fotolia
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49. Track error message in Google
Analytics
If you track error message on the web analytics
level you can tie the events to traffic source,
browser size, OS and all that.
Method
– Virtual pageview
– Event tracking
You can measure impact on conversion
– Advanced segment: include visit to error message virtual
pageview or not.
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50. Case study
Ecommerce analytics
Analysis and improved tracking in
Google Analytics helped us
understand in what conversion step
an online retailer had problems
Page
2011-05-24
51. The 4 steps of E-commerce Conversion
Stay on the site
Find products
Add to cart
Checkout
Page
www.conversionista.se 2012-11-05
52. The 4 steps of E-commerce Conversion
Stay on the site Bounce rate / Engagement rate
Find products
Add to cart
Checkout
Page
www.conversionista.se 2012-11-05
53. What’s a not so bad bounce rate?
Over 50% - Go to work on it
Below 50% - Might not be your worst problem
Good target 20%
What drives bounce rate?
– Comparison shopping
– Shopping/browsing/novelty behaviour (read: fashion)
Page
www.conversionista.se 2012-11-05
54. The 4 steps of E-commerce Conversion
Stay on the site
Find products Advanced segment:
visits to category and product
pages
Add to cart
use “include pages where URL
contained”
Checkout
if URL structure is “flat” or
“Unorganized” you need to
rewrite the URLs in the script
execution
Page
www.conversionista.se 2012-11-05
55. The 4 steps of E-commerce Conversion
Stay on the site
Find products
Add to cart Event tracking
Add to cart action
Separate action on Category
and Product pages
Checkout
Page
www.conversionista.se 2012-11-05
56. The 4 steps of E-commerce Conversion
Stay on the site
Find products
Add to cart
Form analytics
Checkout Funnel Visualization
Page
www.conversionista.se 2012-11-05
57. Exemple of E-commerce Analysis
Bounce rate
26,5% 77 007 Unique visitors
56 639 Engaged visitors
Add to cart rate
5,5% 3 111 Visits with
”Add to cart”
Cart
View cart rate Abandonment
75,7% 2 357 Visits with ”View
cart”
rate
88,9%
GA funnel report
Conversion rate Cart Completion rate
0,45% 346 Purchases 11,1%
Page
www.conversionista.se 2012-11-04
63. You don’t have one CONVERsion PROBLEM!
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64. The 5 key conversion methods/Metrics
for conversion
1. Think like Dalai Lama - Dare to let go!
2. Set up Goals & Funnels
3. Enable Site Search
4. Measure on-page events on critical pages
5. Track error messages in Google Analytics
6. Track the 4 steps of E-commerce conversion
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