measurementRule with Data Measurement for your business

Vassilena Valchanova

• 10 years of marketing experience

• Check out valchanova.me

• Digital Strategist @ Enhancv

• Passionate science geek @ Ratio

Why you need data

• Know where you stand

• Find out how to improve

• Kill anecdotal evidence

• Be deliberate about your work

Qualitative vs quantitative data

Evolution

Image Credit

Small A/B tests, clear winner

Layout and multivariate tests

Copy, persuasionUser feedback, major changes

big wins

Historical data vs benchmarks

The average conversion rate in the USA is 2%whether you’re selling elephants or iPods.

Avinash Kaushik

measurementWhat data can tell you — and how?

The funnel

Your audience

Traffic sources

Engaging content

Ease of interaction

Target action

Who’s your user?

measurementGoogle Analytics User Demographics

measurementFacebook Audience Insights

measurementLinkedIn Website Demographics

Who’s your user?

• Google Analytics

• Facebook Audience Insights

• LinkedIn Website Audiences

What channels work?

What channels work?

• Traffic

• QUALITY traffic

How to engage people?

measurementGoogle Analytics Pairing Metrics

It’s not all numbers

measurementThe Beauty of Hotjar

By God, talk to people!

How to engage people?

• Bounce rate

• Time on site

• Scroll rate

• Shares

• Visitor recordings

• Surveys

measurementPutting it all together

Tools to Use

measurementThank you! Any Questions? The slides: valchanova.me/slides