Are you keeping track of your online business successes, or are you oblivious to the areas of your digital marketing that are not working well? How can you tell what’s working and what isn’t? Good analytics will help you understand how your online marketing is performing.
Thursday 17th October 2013 we were live in London at the first ever MeasureFest, one of the successful series of digital marketing events run by Kelvin Newman who also founded and runs BrightonSEO and The Content Marketing Show.
MeasureFest was all about web analytics and how to measure your online marketing progress and results to understand how your campaigns and marketing projects are performing. We were live tweeting throughout the day from the show, and here is a digest of the key insights we took away from Measurefest this year.
Paddy Moogan – Distilled – Talks Conversion Rate Optimisation (CRO)
- Conversion rate optimisation can be a risky if you don’t have the necessary expertise. Good CRO takes experimentation and you can become an expert by testing and learning.
- Take small steps, make small changes, measure their impact on conversion and adjust accordingly
- Understand your business and benchmark your current perfomance. Set goals for improving your conversions
- Understand the fears, concerns and needs of the customer when optimising for conversion. Understand what is stopping the customer buying from a site.
- Make a CRO plan and have a methodology when optimizing for conversion. You can mitigate the risk of any changes whilst testing is taking place by not testing on all traffic.
- Make sure your measurements are cleare and you understand what else is going on at the same time you are running a CRO plan, is there anything else skewing the data?
- Above all be patient when running a CRO plan, results take time!
Joe Doveton – GlobalMaxer – Talks Global eCommerce
- The way people are communicating online merges English phrases with local language. Be aware of this when thinking about optimising for a new regional website.
- Test how different colours affect website conversion in different regions. Colours can have strong (and very different) meanings for many cultures.
- Think about the internet infrastructure of the country your website targets. Does your target market have low broadband penetration? If so keep your site simple.
- Consider the culture of payment methods in your target country. Some regions don’t have a culture of credit cards, take The Netherlands as one example where iDeal Payments, a direct bank debit system is essential for eCommerce businesses.
Stephen Pavlovich – Conversion Factory – Talks Mobile Conversion
- Mobile commerce makes up 23% of online sales but most companies are still ignoring mobile optimisation
- Right now ensuring you have a mobile responsive website will get you an increase in conversion even if you do it badly. This is a real opportunity for businesses.
- Get into the mobile corridor, start small with what you can and scale over time. Test a few pages on your site with mobile optimisation first.
- Set up your analytics tracking to measure mobile users. There may be different goals for mobile users
- Use short mobile surveys for insights into mobile conversions
- Think about how your customers take a journey through your website, tracking mobile users might reveal different paths for mobile vs. desktop users
- Urgency is a motivating factor for mobile users. Make sure visitors can get what they need quickly to reduce your mobile bounce rates.
- User testing is essential to avoid assumptions on mobile usability
- Sketch out mobile designs on the back of a business card. This is a great tip for constraining your designs for mobile users of your website.
- Don’t duplicate user input on forms for mobile users. Make the data entry process as simple as possible. Mobile users want results fast. Don’t fight them on this.
- Even the best sites don’t have their sites fully mobile optimised, the opportunity for mobile optimisation to improve conversion is big.
Philip Sheldrake – Euler Partners – Talks Measurement
- The value of social is not focused on selling however it’s impact does require to be measured in the marketing mix
- Measure social in terms of outcomes not output. Measure the impact on your business not the number of likes and tweets
- Make sure your social media measurements are relevant to your business goals
Ben Harris – Decibel – Talks Analytics
- Anayltics monitors performance, the insights analytics gives you improves performance
- Are your analytic measurements giving you information you can take action on. Focus on what problems they are revealing
- Analytics measures interaction so measure user experience and content for better conversion
- 98% of your visitors don’t convert, so make sure you’re not spending time optimizing for irrelevant data.
- Use analytics to focus on the 2% of visitors who are good candidates for conversion
- Put yourself in the customers shoes when testing conversion optimisation. Think from a users point of view, don’t make assumptions
- Popular content leads to conversion by the hot 2% of website visitors . Optimise popular content for them
Thanks to Kelvin Newman @kelvinnewman and his team for an excellent inaugral Measurefest and we look forward to many more to come.
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