using data to inform development
TRANSCRIPT
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Ways to Use Data to Inform Development
October 1, 2015
Matthew Edgar Elementive Marketing Solutions
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Before we get started… Matthew Edgar • Web Consultant at Elementive • Specialize in…
• Usability • Conversion optimization • Search Marketing • Data Analysis
• 15+ years developing websites
Contact information 303-897-8707 [email protected] @MatthewEdgarCO www.Elementive.com
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DATA-DRIVEN DEVELOPMENT
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Don’t blindly follow what the data tells you to do…
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Don’t blindly follow what the data tells you to do…
NAVIGATOR, NOT DRIVER
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TWO PARTS TO USING DATA TO INFORM
DEVELOPMENT
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1. Point in the right direction.
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2. Measure impact.
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THIS DOESN’T HAVE TO BE HARD
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RIGHT DIRECTION
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Example Scenario ?
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When BUDGET and OUTCOME
DON’T LINE UP
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What Is The Goal?
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What To Measure
How many people know about you? Visits, views, impressions
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What To Measure
How many people want to learn more? Read rate, watch videos, email opens
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What To Measure
How many people interacted? Shares, links, comments, connections, clicks
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What To Measure
Are people convinced? Mental state? Content paths understood?
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What To Measure
Are people converting? Purchases, leads
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What To Measure
How are repeat & referral levels? Churn rate, retention rate, referral volume
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The End Result
Page URL Percent Of Pageviews Total Pageviews Average Time On Page Entrances Exits
Home 25.81% 2286 1:11 1,857 40.94%
Category 1 8.74% 774 1:16 192 35.94%
Category 2 7.71% 683 1:56 230 56.52%
Category 3 6.93% 614 2:49 198 72.89%
About Page 4.51% 399 1:45 35 44.86%
Services Page 4.39% 389 1:15 37 33.68%
Contact 3.64% 322 3:49 90 44.10%
Help 2.27% 201 1:32 21 32.34%
Category 4 1.71% 151 1:11 72 43.05%
Product Page 1 1.65% 146 2:04 14 33.56%
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The End Result
Page URL Percent Of Pageviews Total Pageviews Average Time On Page Entrances Exits
Home 25.81% 2286 1:11 1,857 40.94%
Category 1 8.74% 774 1:16 192 35.94%
Category 2 7.71% 683 1:56 230 56.52%
Category 3 6.93% 614 2:49 198 72.89%
About Page 4.51% 399 1:45 35 44.86%
Services Page 4.39% 389 1:15 37 33.68%
Contact 3.64% 322 3:49 90 44.10%
Help 2.27% 201 1:32 21 32.34%
Category 4 1.71% 151 1:11 72 43.05%
Product Page 1 1.65% 146 2:04 14 33.56%
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The End Result
Page URL Percent Of Pageviews Total Pageviews Average Time On Page Entrances Exits
Home 25.81% 2286 1:11 1,857 40.94%
Category 1 8.74% 774 1:16 192 35.94%
Category 2 7.71% 683 1:56 230 56.52%
Category 3 6.93% 614 2:49 198 72.89%
About Page 4.51% 399 1:45 35 44.86%
Services Page 4.39% 389 1:15 37 33.68%
Contact 3.64% 322 3:49 90 44.10%
Help 2.27% 201 1:32 21 32.34%
Category 4 1.71% 151 1:11 72 43.05%
Product Page 1 1.65% 146 2:04 14 33.56%
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MEASURE IMPACT
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Example Scenario
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Why is website speed important?
• According to a recent blog post from KissMetrics;
A 1 second delay can lead to a 7% loss in conversions Source: https://blog.kissmetrics.com/loading-time/
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The End Result
Page URL Conversion Rate Page Load Time Exit Rate Bounce Rate
Home 4.27% 3.2 24.3% 39.1%
Product A 7.89% 2.5 18.4% 29.5%
Product B 1.03% 3.7 58.7% 47.6%
Product C 0% 4.6 84.6% 71.8%
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The End Result
Page URL Conversion Rate Page Load Time Exit Rate Bounce Rate
Home 4.27% 3.2 24.3% 39.1%
Product A 7.89% 2.5 18.4% 29.5%
Product B 1.03% 3.7 58.7% 47.6%
Product C 0% 4.6 84.6% 71.8%
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Faster Site, Higher Conversions
=
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COMMON DATA TRAPS
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Analyze What You Need
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Accurate Enough
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Avoid Number Fixation