How Well Do You Know Your Customers By Feras Alhlou

Conversion Rate Rockstars

How Well Do You Know Your Customers?

Feras Alhlou, @ferasa

Co-Founder & Principal Consultant, E-Nor SMX Advanced, Seattle – June 2014

Our Story

2003 2008 2009 2012 2013 2011

Founded

Blog Launched

Global Training Program Launched

Contributed to Official

Google Blog

Analytics Framework Published

Dallas & Brussels Presence

Established

2014

GA & eCommerce

eBooks Published

NYC & FL Presence

Established

Dubai Presence

Established

2006

www.e-nor.com, @ferasa Measure. Analyze. Optimize.

3 Data-Driven Culture Roadblocks…

…that keep a company from creating a fluid corporate culture that

embraces experimentation and optimizes sales strategy, internal

communication, marketing and more!


4 Infobesity: “we are drowning in #analytics data”


5 People, Process & Technology

People

Process

Technology


6 Lack of Segmentation


7

Source: Google Think

The Multi-device & Multi-channel Reality


8 Lack of Measurement Plan/Requirements


9

Acquisition Who? how many?

where from?

Behavior Consuming? sharing?

what and how?

Conversions Micro & Macro Outcomes

Measurement Framework Does NOT Exist

Illustration Source: Google


10 Go for the money!

$$$

Why

Who

What

Where

When


11 “When”


12

Where


13 “Where”


14 Multi-Channel Funnels – Assisted Conversions


15

What


16 “What”

• Events – User Interactions

• Videos

• Downloads

• Outbound Links

• Outcomes


17

Who


18 “Who”


19 Segmentation Framework


20


21 Authenticated “Who”: Customer 360 View

Source: Tableau


22

$$$

Why


23

Reporting

Framework Web Analytics

Social

Mobile Offline

Qualitative

CRM

Connect The Dots To Answer: “Why”


24 Small Wins Pay Off!


25

• Web Analytics

• Mobile Analytics

• Social Analytics

• Text Analytics

• Offline

• …..


26

Landing Page Conversion


27 Online Surveys <-> Web Analytics

• ”I can’t find the technical product description”

• “your product appears to be solid, but I am

interested in customization features and API

import/export capabilities”

• “how technical does the system admin need to be, I

can’t tell from the info provided”

• “I am a system admin and I need to know your

system up-time and technical support you provide,

can’t find this information”


28

Content Marketing Strategy

Persona Validation


29 Survey Highlights

Survey Purpose

• To identify visitor job role

• Reason for visiting the site

Survey Metrics

• Views: 199K

• Responses: 4,602

• Response Rate: 2.3%


30 Role By Visit Type


31

Mapping Content Consumption

to

Job Roles & Visit Purpose


32 Content/Persona Validation

• Segment on each persona

• Assess what content is consumed

• Identify interesting interactions

https://www.google.com/analytics/web/?hl=enreport/content-pages/a16845199w46091854p46312801/?_u.date00=20130910&_u.date01=20131004&_.goalOption=ALL&_.useg=userJY96J47NT_-G-lhbssAgeQ,userv0mpTjBlTdquupB35gAisQ,userGisrdu76SmWQkFOv7nqQlw,userLs68EXCIQmKtZoj4ph17Vw/


33 The Analytics Muscle Unused Will Atrophy


34

Action Items


35

Acquisition Who? how many?

where from?

Behavior Consuming? sharing?

what and how?

Conversion Micro & Macro

Outcomes

• Visits By Channel • Unique site visitors

• Top 25 Downloads • Top 25 Videos • % of visits downloading/viewing content • % of visits sharing content

• Total form submissions (e.g. product demo form)

• Conversion Rate

Measurement Framework – Build Your Own

• % Organic Search • % Paid Search • % Display • % Social-referred visits • % Mobile Visits • Top landing pages • % New visitors

• Page views per visit • Page depth for new and returning visits • Downloads per visit • Video views per visit • Video view duration and percentage • Non interaction rate (~bounce rate) • Time on site for visits > 2 page views • Carousel Clicks

• Conversion rate by Organic Traffic

• Conversion rate by Paid Traffic

• Conversion rate by Display

• Conversion rate for

mobile/desktop


36

Thank You

@ferasa