CRO Analytics: How to continually optimise

Fast iterations/sprints using…

Build > Measure > Learn

Build

• (products)

Measure

• (data)

Learn

• (ideas)

Fast iterations/sprints using…

Build > Measure > Learn (repeat)

Build

• (products)

Measure

• (data)

Learn

• (ideas)

Build

• (products)

Measure

• (data)

Learn

• (ideas)

Everyone’s idea

is the best right?

People love this part!

(but that’s not always

a good thing)

This is where things fall apart.

No data, no

learning.

Fast iterations/sprints using…

Build > Measure > Learn (repeat)

Even the Lean

Analytics book uses

lean principles… 1. 5th edition in 8 months

(new edition every built

1.5months!)

2. “We liked to hear from

you” feedback section in

front & online blog

comments encouraged.

3. Learnings have

spawned start-up

conferences

Build > Measure > Learn

Measure

Problem:

We lie to ourselves

“We” are amazing!

Reality check…

…Analytics to the

rescue

Analytics is the measurement of

user-interactions towards your

business goals.

I have two coins.

Atleast one of them is heads.

What is the % probability

that the other is tails?

Guess…

Tails

Tails

Heads

Tails

Tails

Heads

Heads

Heads

Heads

Tails

Tails

Heads

Heads

Heads

2 of 3 (66%)

are tails.

Video on finding things you did no know you need to look for...

https://www.youtube.com/watch?v=-CB4w_OtrKw

Inteligent Alerts

http://www.kaushik.net/avinash/analytics-intelligent-insights/

Custom Alerts – based on your business logic

1. 404 example

2. Avg order value example

//..// Some slides on GoogleOptimise 360 removed due to content licences //..//

https://www.youtube.com/watch?v=-hyv86Pa090

So here is a video on Monetate for Personalization Overview instead

Side note... For Optimisation at scale using machine learning to work reliably Then structure data input is needed (so the machines don’t need to guess data relationships)

But there`s no standardised website data structure yet...

However, JSON-LD (part of schema.org) is winning the standardisation race with 18% adoption

See live example: http://bit.ly/winningthewar33

Personalisation layer

Off site optimisation is also needed so that Ad + Landing page + Personalisation is seamless

Ad Landing

page Seamless

experience

Dynamic Ads & offer extensions

Dynamic & relevant landing page text

Adwords performance summit video

https://youtu.be/JW1LS94wLJw?t=1349

Dynamic PPC landing

pages examples Dynamic landing pages examples (make sure Google organic bot does not crawl these pages via robot.txt sub-domain and/or disallow: /ppc/ folder) http://unbounce.com/ppc-landing-pages/

http://unbounce.com/dynamic-text-replacement/

http://training.speedppc.com/knowledge-base/dynamic-landing-pages-in-detail/

http://training.speedppc.com/knowledge-base/creating-dynamic-landing-pages-in-wordpress-using-the-speedppc-wordpress-dki-plug-in/ (wordpress)

Example landing page using Adwords DKI, AWE Formula Words and Drupal/Wordpress serverside code to render the relevent text on the page: http://[dealername].toyota.co.uk/ppc/dynamic.php?query={keyword}&campaign=[campaign]&adgroup=[adgroup]&headline=[headline]&adtype={adtype}&matchtype={matchtype}{ifcontent:c}&delivery={ifsearch:s}{ifcontent:c}&creative={creative}&adposition={adposition}&network={network}&target={target}{ifmobile:&device={device}&devicemodel={devicemodel}}&city={lb.city}&postalCode={lb.postalCode}

PPC algo reverse engineered https://www.dropbox.com/s/lok2cyyp5j090r2/phils_google_adwords_ppc_algo.xlsx?dl=0 (excel file)

JSONLD data input

Outcome based

Conversion Goals

configured

Machine learning

Testing Platform

Optimisation

Summary...

JSONLD data input

Outcome based Conversion

Goals configured

Machine learning

Testing Platform

Optimisation

Continuously...

Next Meetup

Automating Analytics Setup in 4 clicks...

Plugins for Wordpress

New GTM interface [auto-config file] https://www.dropbox.com/s/hk1qja1fdupzykk/WORDPRESS%20TEMPLATE%20-%20NEW%20interface.json?dl=0

Old GTM interface [auto-config file] https://www.dropbox.com/s/5pgyd6w97iw0ntn/WORDPRESS%20TEMPLATE%20-%20OLD%20interface.json?dl=0

Reminder: open the import files in notepad, then find & replace “yourdomain” and “yourdomain\\.com” with YOURDOMAIN before import.

Process...

7. Midnight Snacks

6. Automatic Excessive

5. Desert

4. Exercise/Goals

3. Main Meal

2. Brunch

1. Breakfast KPIs (excel sheet):

Dev guide (word

document):

GTM installation (generic

containers)

GA configuration (goals & settings):

Dashboards (template

library)

Adwords Dynamic

Remarketing

Custom Scripts

Wordpress Magento Drupal

Automat

ic

See script library here...

login: coolgtmstuff@gmail.com pw: philrulesgtm2

Session recording bolt-on

(1000 sessions per day)

FREE

http://www.slideshare.net/phildpearce/top-10-google-analytics-tips-to-save-you-money