MeasureFest 2013: A Round Up
After watching jealously as all the SEO types in the office were swanning off to BrightonSEO and The Content Marketing Show, SiteVisibility delivered a free conference for geeks like me in the shape of MeasureFest. The whole day was devoted to CRO, Analytics and the wonderful world of business intelligence. What was so great about it? In a nutshell, great insights, interesting speakers and awesome tools.
But you don’t want it in a nutshell do you? Let’s go through the talks one by one:
Conversion Rate Optimisation
- It helps you to understand what you really need to change on the site to (theoretically) affect change. Without understanding what is going wrong currently, how can you make sensible decisions about changes?
- It helps you to show value. If you want your client/bosses/future clients to think that you are the Most Amazing CRO That Ever Lived (MACROTEL) and they really should give you lots of money as a result, you’ve got to be able to prove it with cold, hard facts. Ignore this stage at your peril.
The other key takeaway from this is that you’ve got to go beyond easy data, talk to sales staff and customer support and don’t rely on what you can see in Analytics.
If you did stage 1 right, you’ll have a clear idea of what you need to do to make your site awesome. To cement your MACROTEL status, you’ll need to need to be as scientific as possible.
— Beth Granter (@bethgranter) October 17, 2013
But all this barely scratches the surface of all the tiny differences in cultures across the world – what’s best practice in your culture, may be another cultures worst. Remember to test your assumptions, and learn to embrace losing tests.
- Start small and scale up. Why not test just one page? If it works, you’ve made the case to make more mobile pages.
- Create mobile/tablet/desktop dashboards in Google Analytics that focus on your goals for each device type.
- Create mobile-only surveys. (2nd recommendation of the day for Qualaroo!) Ask questions like – “what was the purpose of your visit?” “what nearly stopped you buying?” and really importantly, “why are you switching to desktop?”
- Use desktop click maps to help prioritise your site and pick the pages for testing.
- Dogfood your site on mobile, i.e. use your site like a customer would. It’ll help you to really understand what’s going wrong (or right) with it.
- Identify key mobile personas and determine why someone might use a mobile instead of a PC.
- Run usability tests with sites like usertesting.com. Don’t assume you can guess how people use your site. If you need convincing of that, see what happened when Google asked people “what is a browser?“, which anyone working in digital can explain.
- Sketch designs on business cards with sharpies*. It’s about the right size for a mobile screen. This is one of those “why didn’t I think of that?” genius tips.
- Create wireframes for your responsive sites. Stephen suggested using Axure or Adobe Edge Reflow.
- Two mobile sites to copy: Home Depot simple pages, focussed on localising traffic with store finder information prominent and pick up in store options. Target clear images, simple information and a basic shopping cart.
- … And one to avoid: Gap which overcomplicates things, asks for irrelevant details and frankly makes odd assumptions (the first two card type options are GapCard or Banana Republic card – especially annoying when card type can be determined from the card number alone.
- Small changes will help improve your site, but sometimes you need to do something totally different to get great results.
The process by which companies create value for customers and build strong relationships in order to capture value from customers in return.
- Everything about your business – from your reason for being to your marketing strategy – is unique, so the metrics that you choose to measure success have to be unique too.
- Outputs, e.g. likes, mean nothing, talk about outcomes.
- Your methods for measuring success have to be transparent, i.e. anyone should be able to use your method at any time and reach the same conclusions.
- Use a handful of complimentary metrics to measure performance – a single metric is too easy to game, which is damaging to everyone.
- Talk to business people in terms they understand.
Ultimately this presentation was more of a call to arms to marketers than a practical how to guide, which makes it challenging to describe. Maybe Philip’s free ebook, Attenzi, which he pimped out at the end of the talk will help us all to find some clear answers. Or maybe it’ll just send us further down the rabbit hole.
- Learn about your visitors.
- Experience their experience.
- Find your most popular content.
- Ensure that visitors can see it.
- Learn how visitors navigate.
- Increase the effectiveness of mobile.
— Russell McAthy (@therustybear) October 17, 2013
- Conversion tracking – be it ecommerce tracking or goals.
- Proper campaign tagging so you know that you’re attributing the right results to the right campaign.
- Understand that Assist and Last Conversions are not mutually exclusive – i.e. organic traffic may appear twice in a conversion path, counting as both an assisted and a last click conversion. Use conversion segments (include assist, exclude last) to separate out true assists from self assists.
- As with nearly every speaker today, he talked about the need to customise the set up for you, yes it’s good to know that email marketing assisted conversions but was that a general newsletter or a triggered email reminding someone their subscription is coming to an end?
- Look at conversion paths to see where certain channels appear in the chain, and as a result, to understand how your strategies should work together.
The subtitle for Dara’s presentation was “How to do it … and why you shouldn’t”, he was quite clear on the downsides of the tool – and more specifically, the ways it’s used:
- Device proliferation means that the data isn’t accurate – the data doesn’t show cross-device paths, e.g. discovery on mobile, research on tablet and conversion on desktop, for example.
- The tool doesn’t consider the impact of offline on profits.
- Attribution is retrospective and often isn’t used to create hypotheses to test and improve marketing.
- … That said, MCF only shows what happened with converting traffic, so potentially you’re building tests on the basis of flawed data. (Unfortunately the solution to this issue is to go premium, with the hefty price tag of £150,000.00)
- The different attribution models can be used to make people look better at their jobs.
- Attribution focusses on acquisition only – this doesn’t tell you how to build lifetime value. You should apply your testing to your retention strategy too.
- Your referral traffic includes organic search engines – Analytics only registers a handful of search engines – add code to your page to force it to show the traffic as organic.
- You have traffic from keywords that you don’t rank for – your code is on someone else’s site – use a filter to weed out the incorrect traffic.
- You have multiple versions of pages in your Analytics reports, e.g. / /home.asp /Home.asp – use a find and replace filter to create aggregate stats.
- You don’t get organic keyword data anymore – set up internal site search for access to a different kind of keyword data.
Her slides act as a great checklist for ensuring that all is right with your Analytics set up – bookmark for future reference!
If you can segment your audience, you can give everyone what they need – and that helps you to get more results from them. When you figure out the segment that is most valuable to you, you can target them to get better results in the future.
Semantics aside, Andrew suggested that we should be using Analytics to not only suggest CRO improvements, but also to find patterns that can help improve the value of the customers that we acquire in the first place:
- Can you look at particular products that do/do not indicate quality?
- Can you identify form data that indicates quality leads?
- What are the key signals that suggest a customer will leave?
And the key focus of asking all of these questions is to determine whether you can then focus your marketing efforts and your CRO success criteria on customers that are more likely to have a high lifetime value.
According to Google, in the US, 70% of mobile searchers call business directly from its result pages.
71% of people expect support in 5 minutes or less.
61% want support over the phone.
Using call tracking helps you not only with attribution, but also with CRM. You can get super detailed with your call tracking, using separate numbers for each different campaign, whether on- or off-line. You can set up different types of numbers for desktop users (e.g. 0800) and mobile users (e.g. 03). There’s so much you can do, but you don’t have to so it all, keep your tracking top level if that works best for you, because ultimately you need to improve your business.
Ali’s overall takeaway: Don’t optimise for conversions or even for revenue, focus on profit!
Head over to www.notprovidedtool.com to take part in the beta tests for this tool.
Sign up for the tool over at cromonitor.com.
As you can tell, it was a pretty packed day! Here’s to next year!