SlideShare a Scribd company logo
1 of 23
Taking conversion
optimisation to the next
level
Trent Yunus Head of Conversions Strategy
trent.yunus@twentysixdigital.com
Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
Benefits
Time, Investment
Waste of timeBiggest Gains Decay
Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
“Business as usual
isn't static, it’s decay.”
– Finn Christo, Boohoo.com International Ecommerce Manager
Go beyond day-to-day.
The emotional, cognitive and behavioural connection that exists, at any point in time and
over time, between a user and a technological resource.
Optimising conversions = optimising engagement
Engagement
Feelings: Happy?
Sad?
Mental State: Stressed? Confused?
Understands what is required of them?
Actions: clicks,
purchases, downloads
Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
We’re dealing with actual people
Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
Interaction Layer
Data Layer
Functional Layer
Actions, user engagements
Connecting user actions to
your applications
Analytics, CRM, Adwords etc
Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
Build your own exit survey
Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
Tools Stack
Universal Analytics
Visual Website Optimizer
Google Forms
Javascript / jQuery
Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
• Identify pages / steps
in form / checkout
stages with unusually
high exits
• Segment! (Device
type, channel, new vs
returning)
• Detect intention to
leave
(.beforeunload,
timeout etc)
• Find simple libraries
on Github!
• https://github.com/carl
sednaoui/ouibounce
• Execute via Visual
Website Optimizer
• Segment and
serve! (Device
type, channel,
new vs returning)
• Free
• Easy to set up
• Connect form
responses to a
google spreadsheet
that can be easily
shared
Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
Subscribe Now
• Manipulate the cookie to only fire
this once to prevent annoyance
• Understand why people leave,
feed responses back into testing
campaigns
Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
Form Progression
Visualization
Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
Tools Stack
Google Tagmanager
dataLayer
Universal Analytics / Paditrack
Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
Event Category: {{event}}
Event Action: {{fieldStatus}}
Event Label: {{formField}}
Fire on detection of field change
dataLayer.push({ //
'event': 'formProgression',
'formField': 'Last Name',
'fieldStatus': 'fieldChange'
});
Fire on detection of field error
dataLayer.push({
'event': 'formProgression',
'formField': 'Email Address',
'fieldStatus': errorMessage
});
Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
Design improvements have reduced validation errors
on important fields.
However issues with this field have increased.
Investigate!
Universal Analytics > Behaviour > Events
Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
• Better visualization
• Retroactively analyse data from
any time period
• Segmentation
Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
$(window).beforeunload(function() {
dataLayer.push({
'event': 'formProgression',
'formField': 'Date of Birth', // Last fieldChange before drop off
'fieldStatus': 'dropOff'
});
});
Go Pro: Discover the last field before each form exit!
Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
Using CRO tools for
Personalization
Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
Tools Stack
Universal Analytics
Visual Website Optimizer
Google Tagmanager
Javascript / jQuery
Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
Example Scenario
Targeting a particular user group for product recommendation or a new
landing page experience based on recently viewed items:
• Visitor Type: Returning
• Device Category: Desktop
• Campaign: “retail22”
Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
Identify the recently viewed products:
• Create a custom html tag in Tagmanager
• Write a script to create a cookie, triggered to fire on every
page.
• Script will only set cookie if none has been previously set.
• Specify your own expiry threshold
• You can extend your cookies further:
Name Value
recentlyViewedCat : Kitchen
recentlyViewedSub : White Goods
recentProdPriceTier : 200
Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
MORE LIKE THIS
THESE DEALS MIGHT INTEREST YOU
• Build the variation(s) or
use previously winning
variations.
• Test positioning,
animation, product
sorting or CTA
presentation within the
personalised section.
• Ideally cycle the
products
• Best targeted for specific
categories and matched
with relevant products
Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
• Target the variation(s) based on the user
group identified and the cookie value
• Serve!
• Go Further: Fire the conversion tag with
custom dimensions to identify the
variation that enabled the conversion.
Thank You
trent.yunus@twentysixdigital.com
Trent Yunus
@26digital

More Related Content

Viewers also liked

Viewers also liked (11)

ETAs: Evolved Text Ads By Mark Irvine
ETAs: Evolved Text Ads By Mark IrvineETAs: Evolved Text Ads By Mark Irvine
ETAs: Evolved Text Ads By Mark Irvine
 
Speak to Your Audience in Their Own Words By Brad Geddes
Speak to Your Audience in Their Own Words By Brad GeddesSpeak to Your Audience in Their Own Words By Brad Geddes
Speak to Your Audience in Their Own Words By Brad Geddes
 
SEO Without SERPS By Bryson Meunier
SEO Without SERPS By Bryson MeunierSEO Without SERPS By Bryson Meunier
SEO Without SERPS By Bryson Meunier
 
Optimizing Content for Voice Search and Virtual Assistants By Benu Aggarwal
Optimizing Content for Voice Search and Virtual Assistants By Benu AggarwalOptimizing Content for Voice Search and Virtual Assistants By Benu Aggarwal
Optimizing Content for Voice Search and Virtual Assistants By Benu Aggarwal
 
Electrifying Your Online Marketing Message By Christine Churchill
Electrifying Your Online Marketing Message By Christine ChurchillElectrifying Your Online Marketing Message By Christine Churchill
Electrifying Your Online Marketing Message By Christine Churchill
 
Share of Visit: Focus on the Customer Journey By Drew Breunig
Share of Visit: Focus on the Customer Journey By Drew BreunigShare of Visit: Focus on the Customer Journey By Drew Breunig
Share of Visit: Focus on the Customer Journey By Drew Breunig
 
Google Analytics 101 for Business - How to Get Started With Google Analytics
Google Analytics 101 for Business - How to Get Started With Google AnalyticsGoogle Analytics 101 for Business - How to Get Started With Google Analytics
Google Analytics 101 for Business - How to Get Started With Google Analytics
 
Create Powerful Custom Automations With AdWords Scripts By Frederick Vallaeys
Create Powerful Custom Automations With AdWords Scripts By Frederick VallaeysCreate Powerful Custom Automations With AdWords Scripts By Frederick Vallaeys
Create Powerful Custom Automations With AdWords Scripts By Frederick Vallaeys
 
An introduction to Google Analytics
An introduction to Google AnalyticsAn introduction to Google Analytics
An introduction to Google Analytics
 
Google Analytics 101 | 2015
Google Analytics 101 |  2015Google Analytics 101 |  2015
Google Analytics 101 | 2015
 
Your Step By Step Guide to Testing Voice Search By Purna Virji
Your Step By Step Guide to Testing Voice Search By Purna VirjiYour Step By Step Guide to Testing Voice Search By Purna Virji
Your Step By Step Guide to Testing Voice Search By Purna Virji
 

Similar to Taking conversion optimisation to the next level - SASCon June 2015

DataManagement_Waters_GFT_trimmed
DataManagement_Waters_GFT_trimmedDataManagement_Waters_GFT_trimmed
DataManagement_Waters_GFT_trimmed
Dana Canavan
 
MF Digital Strategy
MF Digital StrategyMF Digital Strategy
MF Digital Strategy
Brian Dargan
 
Automated FP Evolution
Automated FP EvolutionAutomated FP Evolution
Automated FP Evolution
Doug Rudolph
 

Similar to Taking conversion optimisation to the next level - SASCon June 2015 (20)

Pelayanan jemaat framework
Pelayanan jemaat frameworkPelayanan jemaat framework
Pelayanan jemaat framework
 
Business Process Outsourcing - STEM
Business Process Outsourcing - STEMBusiness Process Outsourcing - STEM
Business Process Outsourcing - STEM
 
DataManagement_Waters_GFT_trimmed
DataManagement_Waters_GFT_trimmedDataManagement_Waters_GFT_trimmed
DataManagement_Waters_GFT_trimmed
 
How to Turn Raw Data into Product Revenue by Retrofit PM
How to Turn Raw Data into Product Revenue by Retrofit PMHow to Turn Raw Data into Product Revenue by Retrofit PM
How to Turn Raw Data into Product Revenue by Retrofit PM
 
Social Media Marketing Master Class - Catalin Matei, Increase Media
Social Media Marketing Master Class - Catalin Matei, Increase MediaSocial Media Marketing Master Class - Catalin Matei, Increase Media
Social Media Marketing Master Class - Catalin Matei, Increase Media
 
Mapping the value of your customers journey
Mapping the value of your customers journeyMapping the value of your customers journey
Mapping the value of your customers journey
 
Mapping the value of your customer's journey (new deck)
Mapping the value of your customer's journey (new deck)Mapping the value of your customer's journey (new deck)
Mapping the value of your customer's journey (new deck)
 
Measuring Digital Return on Experience
Measuring Digital Return on ExperienceMeasuring Digital Return on Experience
Measuring Digital Return on Experience
 
Making Experiences Better with Personalization and Testing
Making Experiences Better with Personalization and TestingMaking Experiences Better with Personalization and Testing
Making Experiences Better with Personalization and Testing
 
Life in the Digital Workspace
Life in the Digital WorkspaceLife in the Digital Workspace
Life in the Digital Workspace
 
Agility matrix - Expanded!
Agility matrix - Expanded!Agility matrix - Expanded!
Agility matrix - Expanded!
 
Economicsof socialcomputing richblankv2_2008
Economicsof socialcomputing richblankv2_2008Economicsof socialcomputing richblankv2_2008
Economicsof socialcomputing richblankv2_2008
 
Social Media Marketing Master Class - Catalin Matei, Increase Media
Social Media Marketing Master Class - Catalin Matei, Increase MediaSocial Media Marketing Master Class - Catalin Matei, Increase Media
Social Media Marketing Master Class - Catalin Matei, Increase Media
 
Making Experiences Better with Personalization and Testing
Making Experiences Better with Personalization and TestingMaking Experiences Better with Personalization and Testing
Making Experiences Better with Personalization and Testing
 
Building Outstanding Customer Relationships
Building Outstanding Customer RelationshipsBuilding Outstanding Customer Relationships
Building Outstanding Customer Relationships
 
UX STRAT USA, Emily Leahy, "Measuring Return on Experience (RoX) for UX Strat...
UX STRAT USA, Emily Leahy, "Measuring Return on Experience (RoX) for UX Strat...UX STRAT USA, Emily Leahy, "Measuring Return on Experience (RoX) for UX Strat...
UX STRAT USA, Emily Leahy, "Measuring Return on Experience (RoX) for UX Strat...
 
Social Media Marketing Master Class - Catalin Matei, Increase Media
Social Media Marketing Master Class - Catalin Matei, Increase MediaSocial Media Marketing Master Class - Catalin Matei, Increase Media
Social Media Marketing Master Class - Catalin Matei, Increase Media
 
MF Digital Strategy
MF Digital StrategyMF Digital Strategy
MF Digital Strategy
 
BrandsLab Marketing Performance Optimization Session 1 | Off the Beaten Path ...
BrandsLab Marketing Performance Optimization Session 1 | Off the Beaten Path ...BrandsLab Marketing Performance Optimization Session 1 | Off the Beaten Path ...
BrandsLab Marketing Performance Optimization Session 1 | Off the Beaten Path ...
 
Automated FP Evolution
Automated FP EvolutionAutomated FP Evolution
Automated FP Evolution
 

Recently uploaded

FULL ENJOY Call Girls In Majnu.Ka.Tilla Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Majnu.Ka.Tilla Delhi Contact Us 8377877756FULL ENJOY Call Girls In Majnu.Ka.Tilla Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Majnu.Ka.Tilla Delhi Contact Us 8377877756
dollysharma2066
 
Brand experience Peoria City Soccer Presentation.pdf
Brand experience Peoria City Soccer Presentation.pdfBrand experience Peoria City Soccer Presentation.pdf
Brand experience Peoria City Soccer Presentation.pdf
tbatkhuu1
 
Brand experience Dream Center Peoria Presentation.pdf
Brand experience Dream Center Peoria Presentation.pdfBrand experience Dream Center Peoria Presentation.pdf
Brand experience Dream Center Peoria Presentation.pdf
tbatkhuu1
 

Recently uploaded (20)

Generative AI Content Creation - Andrew Jenkins
Generative AI Content Creation - Andrew JenkinsGenerative AI Content Creation - Andrew Jenkins
Generative AI Content Creation - Andrew Jenkins
 
Five Essential Tools for International SEO - Natalia Witczyk - SearchNorwich 15
Five Essential Tools for International SEO - Natalia Witczyk - SearchNorwich 15Five Essential Tools for International SEO - Natalia Witczyk - SearchNorwich 15
Five Essential Tools for International SEO - Natalia Witczyk - SearchNorwich 15
 
BDSM⚡Call Girls in Sector 150 Noida Escorts >༒8448380779 Escort Service
BDSM⚡Call Girls in Sector 150 Noida Escorts >༒8448380779 Escort ServiceBDSM⚡Call Girls in Sector 150 Noida Escorts >༒8448380779 Escort Service
BDSM⚡Call Girls in Sector 150 Noida Escorts >༒8448380779 Escort Service
 
No Cookies No Problem - Steve Krull, Be Found Online
No Cookies No Problem - Steve Krull, Be Found OnlineNo Cookies No Problem - Steve Krull, Be Found Online
No Cookies No Problem - Steve Krull, Be Found Online
 
Social media, ppt. Features, characteristics
Social media, ppt. Features, characteristicsSocial media, ppt. Features, characteristics
Social media, ppt. Features, characteristics
 
FULL ENJOY Call Girls In Majnu.Ka.Tilla Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Majnu.Ka.Tilla Delhi Contact Us 8377877756FULL ENJOY Call Girls In Majnu.Ka.Tilla Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Majnu.Ka.Tilla Delhi Contact Us 8377877756
 
The Science of Landing Page Messaging.pdf
The Science of Landing Page Messaging.pdfThe Science of Landing Page Messaging.pdf
The Science of Landing Page Messaging.pdf
 
SEO for Revenue, Grow Your Business, Not Just Your Rankings - Dale Bertrand
SEO for Revenue, Grow Your Business, Not Just Your Rankings - Dale BertrandSEO for Revenue, Grow Your Business, Not Just Your Rankings - Dale Bertrand
SEO for Revenue, Grow Your Business, Not Just Your Rankings - Dale Bertrand
 
Campfire Stories - Matching Content to Audience Context - Ryan Brock
Campfire Stories - Matching Content to Audience Context - Ryan BrockCampfire Stories - Matching Content to Audience Context - Ryan Brock
Campfire Stories - Matching Content to Audience Context - Ryan Brock
 
Brand Strategy Master Class - Juntae DeLane
Brand Strategy Master Class - Juntae DeLaneBrand Strategy Master Class - Juntae DeLane
Brand Strategy Master Class - Juntae DeLane
 
What is Google Search Console and What is it provide?
What is Google Search Console and What is it provide?What is Google Search Console and What is it provide?
What is Google Search Console and What is it provide?
 
Brand experience Peoria City Soccer Presentation.pdf
Brand experience Peoria City Soccer Presentation.pdfBrand experience Peoria City Soccer Presentation.pdf
Brand experience Peoria City Soccer Presentation.pdf
 
Kraft Mac and Cheese campaign presentation
Kraft Mac and Cheese campaign presentationKraft Mac and Cheese campaign presentation
Kraft Mac and Cheese campaign presentation
 
Digital-Marketing-Into-by-Zoraiz-Ahmad.pptx
Digital-Marketing-Into-by-Zoraiz-Ahmad.pptxDigital-Marketing-Into-by-Zoraiz-Ahmad.pptx
Digital-Marketing-Into-by-Zoraiz-Ahmad.pptx
 
Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin
Turn Digital Reputation Threats into Offense Tactics - Daniel LeminTurn Digital Reputation Threats into Offense Tactics - Daniel Lemin
Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin
 
Brand experience Dream Center Peoria Presentation.pdf
Brand experience Dream Center Peoria Presentation.pdfBrand experience Dream Center Peoria Presentation.pdf
Brand experience Dream Center Peoria Presentation.pdf
 
Martal Group - B2B Lead Gen Agency - Onboarding Overview
Martal Group - B2B Lead Gen Agency - Onboarding OverviewMartal Group - B2B Lead Gen Agency - Onboarding Overview
Martal Group - B2B Lead Gen Agency - Onboarding Overview
 
Instant Digital Issuance: An Overview With Critical First Touch Best Practices
Instant Digital Issuance: An Overview With Critical First Touch Best PracticesInstant Digital Issuance: An Overview With Critical First Touch Best Practices
Instant Digital Issuance: An Overview With Critical First Touch Best Practices
 
Creator Influencer Strategy Master Class - Corinne Rose Guirgis
Creator Influencer Strategy Master Class - Corinne Rose GuirgisCreator Influencer Strategy Master Class - Corinne Rose Guirgis
Creator Influencer Strategy Master Class - Corinne Rose Guirgis
 
BDSM⚡Call Girls in Sector 128 Noida Escorts >༒8448380779 Escort Service
BDSM⚡Call Girls in Sector 128 Noida Escorts >༒8448380779 Escort ServiceBDSM⚡Call Girls in Sector 128 Noida Escorts >༒8448380779 Escort Service
BDSM⚡Call Girls in Sector 128 Noida Escorts >༒8448380779 Escort Service
 

Taking conversion optimisation to the next level - SASCon June 2015

  • 1. Taking conversion optimisation to the next level Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
  • 2. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com Benefits Time, Investment Waste of timeBiggest Gains Decay
  • 3. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com “Business as usual isn't static, it’s decay.” – Finn Christo, Boohoo.com International Ecommerce Manager Go beyond day-to-day.
  • 4. The emotional, cognitive and behavioural connection that exists, at any point in time and over time, between a user and a technological resource. Optimising conversions = optimising engagement Engagement Feelings: Happy? Sad? Mental State: Stressed? Confused? Understands what is required of them? Actions: clicks, purchases, downloads Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com
  • 5. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com We’re dealing with actual people
  • 6. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com Interaction Layer Data Layer Functional Layer Actions, user engagements Connecting user actions to your applications Analytics, CRM, Adwords etc
  • 7. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com Build your own exit survey
  • 8. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com Tools Stack Universal Analytics Visual Website Optimizer Google Forms Javascript / jQuery
  • 9. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com • Identify pages / steps in form / checkout stages with unusually high exits • Segment! (Device type, channel, new vs returning) • Detect intention to leave (.beforeunload, timeout etc) • Find simple libraries on Github! • https://github.com/carl sednaoui/ouibounce • Execute via Visual Website Optimizer • Segment and serve! (Device type, channel, new vs returning) • Free • Easy to set up • Connect form responses to a google spreadsheet that can be easily shared
  • 10. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com Subscribe Now • Manipulate the cookie to only fire this once to prevent annoyance • Understand why people leave, feed responses back into testing campaigns
  • 11. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com Form Progression Visualization
  • 12. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com Tools Stack Google Tagmanager dataLayer Universal Analytics / Paditrack
  • 13. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com Event Category: {{event}} Event Action: {{fieldStatus}} Event Label: {{formField}} Fire on detection of field change dataLayer.push({ // 'event': 'formProgression', 'formField': 'Last Name', 'fieldStatus': 'fieldChange' }); Fire on detection of field error dataLayer.push({ 'event': 'formProgression', 'formField': 'Email Address', 'fieldStatus': errorMessage });
  • 14. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com Design improvements have reduced validation errors on important fields. However issues with this field have increased. Investigate! Universal Analytics > Behaviour > Events
  • 15. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com • Better visualization • Retroactively analyse data from any time period • Segmentation
  • 16. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com $(window).beforeunload(function() { dataLayer.push({ 'event': 'formProgression', 'formField': 'Date of Birth', // Last fieldChange before drop off 'fieldStatus': 'dropOff' }); }); Go Pro: Discover the last field before each form exit!
  • 17. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com Using CRO tools for Personalization
  • 18. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com Tools Stack Universal Analytics Visual Website Optimizer Google Tagmanager Javascript / jQuery
  • 19. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com Example Scenario Targeting a particular user group for product recommendation or a new landing page experience based on recently viewed items: • Visitor Type: Returning • Device Category: Desktop • Campaign: “retail22”
  • 20. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com Identify the recently viewed products: • Create a custom html tag in Tagmanager • Write a script to create a cookie, triggered to fire on every page. • Script will only set cookie if none has been previously set. • Specify your own expiry threshold • You can extend your cookies further: Name Value recentlyViewedCat : Kitchen recentlyViewedSub : White Goods recentProdPriceTier : 200
  • 21. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com MORE LIKE THIS THESE DEALS MIGHT INTEREST YOU • Build the variation(s) or use previously winning variations. • Test positioning, animation, product sorting or CTA presentation within the personalised section. • Ideally cycle the products • Best targeted for specific categories and matched with relevant products
  • 22. Trent Yunus Head of Conversions Strategy trent.yunus@twentysixdigital.com • Target the variation(s) based on the user group identified and the cookie value • Serve! • Go Further: Fire the conversion tag with custom dimensions to identify the variation that enabled the conversion.