How to Find Hidden Gems in Google

Analytics to Convert More

Valentin Radu

CEO Marketizator

“It’s hard to find relevant data for conversion rate

optimization in Google Analytics”

Whether you think you can or you can’t,

you’re right in both cases.

1. Data-driven conversion rate optimization process

2. Applying Pareto in GA segmentation

3. Finding anomalies in Google Analytics

4. Data-driven hypothesis for CRO

1 Data-driven CRO process

Generate traffic

Landing page

Check GA and:

Smile

Or not :)

Standard methodology

> One size fits all

> nose-driven

> hard to perform with it

Get relevant traffic

Define your buyer

persona

Wasted traffic

Convert!

Micro conversions

Pain data

(heatmaps, surveys, etc)

GA deep diving

A/B testing for each

relevant segment / page

Segmentation

Personalization

Advanced CRO methodology

Research Segmentation Surveys PersonalizationTesting

> New / returning

> Customers/

non-customers

> Geolocation

> Traffic source

> Purchase history

> Behaviour - time/

pageviews, search etc

> Web Analytics

> Product data

> Previously

gathered data

> User experience

> Competition

> Market insights

> Purpose of the visit

> Biggest pains,

barriers, motivations,

needs

> Current satisfaction

about his provider

> Net Promoter Score

> Traffic source

> Geolocation

> Weather conditions

> Cookie based

> Purchase history

> UVP

> Commercial offer/

Pricing

> Persuasive

messages

> Layout

> Navigation flow

2 Use good old Pareto to

build GA segments

Vilfredo Pareto - 20/80 principle

The Pareto principle was named after him and built

on observations of his such as that 80% of the land

in Italy was owned by 20% of the population

Segments can be related to:

1. Traffic source

(Direct, organic vs paid, branded traffic, etc)

2. Behaviour

(new vs returning, highly engaged, non-flirt, potential lovers

©Avinash Kaushik)

3. Results

(Heavy-buyers vs new-comers)

4. Demografics

(London vs non-London, etc)

Behaviour-based segments: time

Behaviour-based segments: page depth & conversion

Behaviour-based segments: site-search and filter users

After segmentation > Action

- Type of device (desktop, tablet, etc)

- Resolution

- Geographical location

- Weather (sunny, cloudy, raining, snowing)

- Previous behaviour (last purchase was over $400)

- Calendar (it’s Saint Patrick’s Day)

- Current date & time (there are 43 minutes left until the product arrives )

- Keyword

- Traffic source

- Visitor history (came over 4 times and didn’t buy anything / bought an item i.e. electric

cooking stove)

- Viewed page (products >$350)

http://pages.marketizator.com/asap/

Here’s a free ebook about funnel optimization:

3 Finding anomalies in Google Analytics

Browser-based anomaly

Browser-based anomaly

Reason: Possible unstable website for G Chrome v 43.

On an e-commerce website, from the homepage...

~1-2% clicks are on the main slider/banner

~15% are performing a search

~84% clicks are on the main menu

Section Space Clicks Conversions

Menu 10% 70% 50-60%

Slider 80% 1-2% 0-1%

Search field 3% 10-15% 25-35%

Geo-distribution

4 Data-driven hypothesis for CRO

Because

This can happen

IF

Searchers are converting 5x more than non-

searchers & the site search rate in 12%

The conversion rate can be improved by improving the

search rate

We improve the search bar visibility & copy

Original version Challenger version

Search rate: +200%

Add to cart rate: +34%

Because

This can happen

IF

Price hunters (buyer persona) convert by 165%

more after using the filters

The conversion rate can be improved by improving the

usage of the filters

We persuade them to use the price filters before

navigating away

On-exit intent pop-up triggered for bounced visitors

on product pages

Result:

The conversion rate for

those visitors has been

increased by 74.51%.

- Award-winning integrated CRO platform: Best customer satisfaction Winter 2015 G2crowd

- A/B testing, personalization and behaviour insight surveys under the same roof

- 40 types of segments in our own engine (weather, cookie, traffic source, etc)

- Amazon Web Services technology

- ~3000 websites test with Marketizator

| | |

Because you’ve

stayed till now,

we have a gift

for you!

3 months FREE subscription For the $105/month account (30k visits to test)

Use code: TATVIC

LIMITED TIME OFFER - AVAILABLE ONLY THIS WEEK

Good luck!

Thank you!

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