Find the top tips and tricks in Google Analytics that will help you improve your conversion rates.

1. John Ekman – Chief Conversionista
@conversionista

2. @conversionista

3. @conversionista

4. @conversionista

5. @conversionista

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

7. Digital conversion optimization
What is Conversion?
@conversionista

8. Conversion is to get your
visitors to do what you want
them to do on your web site or
on a separate landing page
@conversionista

9. From to
”Could” ”Should”
@conversionista

10. Statoil – Car rental
@conversionista

11. I become the d-fens of Conversion
@conversionista

12. Page
2011-05-24

13. Statoil – Car rental
@conversionista

14. The first law of conversion
”Conversion happens
Persuasion
when your and your Usability
visitors’ goals meet”
@conversionista

15. David Boronat
”Persuadability”
@conversionista

16. The BIG question
Visitors
2,72% ”What now?!”
”b esökare”
Customers
@conversionista

17. All the
We need More Data!!!
We only need the
right data
Wikimedia Commons
@conversionista

18. optimization focused metrics
Are you still just
controlling
when you could be
optimizing?
@conversionista

19. The 3 steps on the metrics evolution
Actionnable
Metrics for Metrics for
No Metrics
Metrics sake Business
Improvement
@conversionista

20. When more data is just.......
more data
Page
2011-05-24

21. Bolån
@conversionista

22. WHAT DOES THE MORTGAGE CUSTOMER LOOK
LIKE?
 Traditionelle Ture
 Självständige Sam
 Hjälpsökande Hjördis
 Ointresserade Olof
 Noggranne Noel
@conversionista

23. all the cards are on the table
+ + $
@conversionista

24. Bolånekalkyler
@conversionista

25. What persona does that appeal to?
 Traditionelle Ture
 Självständige Sam
 Hjälpsökande Hjördis
 Ointresserade Olof
 Noggranne Noel : 19%
@conversionista

26. THE RESULTS THE TECHNICAL APPROACH
YUMMY!!
Methodical
Spontaneous
Competitive
Humanistic
?
@conversionista

27. TWO STEP APPROACH WITH SOCIAL PROOF
Expand YUMMY!!
Methodical & refine
Spontaneous YUMMY!!
Competitive
YUMMY!!
Humanistic Remove
FUDs
@conversionista

28. @conversionista

29. what’s a local optimum?
@conversionista

30. Our job – to roll back the tape
@conversionista

31. The BIG question
Visitors
2,72% ”What now?!”
”b esökare”
Customers
@conversionista

32. Optimizing for different personas
Competitive Methodical
Spontaneous Humanistic
Thanks Bryan Eisenberg
@conversionista

33. ”Web analytics is
great at the what
but not the why”
@conversionista

34. What are the most valuable
GA metrics for conversion
improvement?
Page
2011-05-24

35. #1 - Be like the dalai Lama
@conversionista

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
@conversionista

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?
@conversionista

38. SeARCHERS ARE CONVERTERS!
@conversionista

39. #4 Measure on-page events on critical
pages
@conversionista

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
@conversionista

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
@conversionista

42. Seems to good to be true......
@conversionista

43. @conversionista

44. @conversionista

45. What does it cost to fix the forms?
@conversionista

46. #5 Track error messages in Google
Analytics
@conversionista

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”)

@conversionista

48. The error messages are in the log files
Maksym Yemelyanov
- Fotolia
@conversionista

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.
@conversionista

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

58. GA Funnel
report
Page
www.conversionista.se 2012-11-04

59. The BIG question
Visitors
2,72% ”What now?!”
”b esökare”
Customers
@conversionista

60. Optimizing for different personas
Competitive Methodical
Spontaneous Humanistic
Thanks Bryan Eisenberg
@conversionista

61. The 4 steps of E-commerce Conversion
Stay on the site
Find products
Add to cart
Checkout
Page
www.conversionista.se 2012-11-05

62. Traffic sources
”Bredband” ”London trip” Adwords Aftonbladet
Page
2011-05-24

63. You don’t have one CONVERsion PROBLEM!

 


@conversionista

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
@conversionista

65. www.conversionjam.se
@conversionista

66. Twitter: @Conversionista
www.conversionista.se
www.conversionjam.se
@conversionista