Go beyond day-to-day, push your conversion optimisation campaigns further with the tools you already have and use.
I’ll be running through 3 scenarios: a qual exercise, form progression visualization and targeting & personalization with an emphasis around Javascript, tagmanager and universal analytics including how to use them for those scenarios.
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.