@janetdmiller

Using Analytics toImprove Conversions and

SalesPresented by:

Janet Driscoll MillerSearch Mojo

@janetdmiller

Improving sales comes down to 3 steps:

• Step 1:– Setup tools

• Step 2:– Perform tests

• Step 3:– Measure, measure, measure!

@janetdmiller

Step 1:Setup Your Tools

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Tools You’ll Need• Web Analytics Package

– Google Analytics– Omniture

SiteCatalyst– WebTrends

• Gives you basic website statistics and data

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Tools You’ll Need

• A/B or Multivariate Testing Package– Google Website

Optimizer (free)– Omniture Test and

Target– Ion Interactive LiveBall– Sitespect

• Allows you test variations of web pages to see which performs best

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Tools You’ll Need

• Marketing Automation Tool– Eloqua– Marketo– Silverpop B2B Engage

• Additional analytics info• Identifies which users

respond to specific campaigns

• “Score” leads based on analytics

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Tools You’ll Need

• CRM– Salesforce.com– SugarCRM

• Track leads/sales• Track campaign data

down to sales, lifetime value

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Step 2:Perform Tests

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Conversion Rate Optimization

(CRO)• Get the BEST conversion rate you can• Perform A/B and multivariate tests

Website Home PageAverage Conversion Rate: 1.17%

Special Landing PageAverage Conversion Rate: 12.5%

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What Should You Test?

• Button color• Button verbiage• Message• Headings• Images• Video• Long vs. short copy• Award logos• Trust logos

(i.e. eTrust, etc.)• Offers• Pricing• Video vs. image• Navigation• Form length• Segmentation paths v.

landing page

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Case Study 1:Video Offer vs. Whitepaper Offer

Video Conversions

White Paper Conversions

Video Landing Page Test - Conversions

Num

ber o

f Con

vers

ions

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@janetdmiller

Step 3:Measure, measure,

measure!

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Measurement• Don’t stop with website analytics!

– Which keywords/campaigns/pages:• Drive the most customers?• Drive the highest value sales?• Drive the highest lifetime value?

• Case Study: WebSurveyor– Highest average initial purchase: Google– Highest average lifetime value: MSN

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Side Note: Social Analytics

• You CAN measure analytics for social

• You CAN track lead sources from social

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Two Social Media Analytics Resources:

• Add tracking code to Facebook pages

• Google Tagging Tool– http://www.google.com/support/

analytics/bin/answer.py?hl=en&answer=55578

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Additional Resources

• Occam’s Razorwww.kaushik.net/avinash/

• Search Marketing Sageblog.search-mojo.com

• Post Click Marketing Blogpostclickmarketing.com

@janetdmiller

More Information• Weekly Twitter Chat hosted by Ion Interactive

– Thursdays, 2 p.m. ET– #CROchat

• Blogs– Blog.search-mojo.com– www.ioninteractive.com/post-click-marketing-

blog.com• People to follow on Twitter

• Avinashkaushik

• Janetdmiller• Kaitlyn07• Meganleap

• Annatalerico• Tim_ash• Joannalord• katemorris

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Contact Information

Janet Driscoll Millerjmiller@search-mojo.com800-939-5938 x101

LinkedIn: www.linkedin.com/in/janetdriscollmillerTwitter: janetdmillerFacebook: www.facebook.com/SearchMojo