This document discusses ways to use data to inform website development. It recommends using data to point development in the right direction, but not letting data drive development alone. Data should be used to measure the impact of changes. The document provides examples of key metrics to track, such as visits, interactions, conversions and retention. It also warns against common data traps like focusing on too much data or getting fixated on numbers. Overall, the recommendation is to let data guide improvements, not dictate them, in order to enhance outcomes.
1. Ways to Use Data to Inform
Development
October 1, 2015
Matthew Edgar
Elementive Marketing Solutions
2. Before we get started…
Matthew Edgar
• Web Consultant at Elementive
• Specialize in…
• Usability
• Conversion optimization
• Search Marketing
• Data Analysis
• 15+ years developing websites
Contact information
303-897-8707
matthew@elementive.com
@MatthewEdgarCO
www.Elementive.com
27. Why is website speed important?
• According to a recent blog post from
KissMetrics;
A 1 second delay can
lead to a 7% loss in
conversions
Source: https://blog.kissmetrics.com/loading-time/
28. The End Result
Page URL Conversion Rate Page Load Time Exit Rate Bounce Rate
Home 4.27% 3.2 24.3% 39.1%
Product A 7.89% 2.5 18.4% 29.5%
Product B 1.03% 3.7 58.7% 47.6%
Product C 0% 4.6 84.6% 71.8%
29. The End Result
Page URL Conversion Rate Page Load Time Exit Rate Bounce Rate
Home 4.27% 3.2 24.3% 39.1%
Product A 7.89% 2.5 18.4% 29.5%
Product B 1.03% 3.7 58.7% 47.6%
Product C 0% 4.6 84.6% 71.8%