The Best of Measure Fest
Yesterday myself and @ISD_Paul took the trip down to London for the first ever Measure Fest, it may have been a VERY early start but it was well worth it; aside from a delicious lunch and a free beer there was some very useful and interesting information that is sure to help us here at @ISD_Marketing improve the work we do.
The day was set out very well, with lots of great speakers entertaining us and providing us with plenty of helpful information and advice; we even got the odd joke thrown in.
Putting all the information that was given to us yesterday into a blog would take an extremely long time; instead I have decided to put what I think were the very best tips from each of the speakers into a post, so here they are:
Paddy Moogan @paddymoogan (Distilled)
- If you want to become an expert at something you have to spend 10,000 hours working on it (5 years of full time work), but spending 20 hours on it will get you 95% of what you need to know.
- Before doing any tests you must first ‘discover’ and completely understand the business, for example its goals, USPs, customer needs etc. This will ensure that you know exactly what needs testing.
- Create experiments based on the data that you have discovered, making sure that you have a clear hypothesis.
- Patience is key! Don’t rush things, ensure you collect enough data and then compare this with your hypothesis.
Joe Doveton @GlobalMaxer (Global Maxer)
- CRO should be done bit by bit, in small stages, if you try and tackle everything at once it won’t work!
- Localise, don’t translate - you need to carry out appropriate research according to the region as language is constantly changing.
- As a rule of thumb colours are perceived differently in different countries, research should be carried out each time.
- You must consider what technology is available in each location, ensuring that you aren’t targeting people who are unable to view what you are putting out there.
- Likewise with payment preferences; everywhere is different so make sure you do your research and know exactly who prefers what.
Stephen Pavlovich @conversionfac (Conversion Factory)
- As sales of mobile devices increase more and more, mobile CRO is vital!
- Create surveys to help you understand user intent on mobile devices.
- Use heat mapping on your desktop site to find out which are the most important aspects, this way you can see what should take priority on your mobile site.
Philip Sheldrake @Sheldrake (Euler Partners)
- Although selling is clearly important, when it comes to social you want to create value for your customers and not just focus on selling.
- When talking to clients about social don’t just talk about followers and likes etc, talk about outcomes; clients with understand this.
- When it comes to social you should focus on value and not just ROI, value is much more important with social.
- Always ask ‘so what?’ when presented with data, think about what it means for the business.
Ben Harris @Decibelinsight (Decibel Insight)
- Traffic + User Experience + Content = success
- Spend time learning about your customers, focusing mainly on the ones that convert.
- Test your own site; use it as though you were a customer so you can experience what they experience.
- Use heatmaps to determine which is your best, most popular content and then arrange it appropriately.
Russel McAthy @therustybear (Stream:20)
- Russel did a very helpful presentation on Excel, view it here.
Dara Fitzgerald @darafitzgerald (FreshEgg)
- Assisted conversions and last click conversions can lead to the same data being reported twice.
- According to Google, 80% of conversions happen within a path of 4 steps or less.
- The attribution modelling tool is used to determine how you spread attribution.
- Multi-channel funnels only tells you how many people went through a certain path and converted, it doesn’t tell you how many people went through that path and didn’t convert, whereas data-driven attribution (premium clients only) takes this into account and provides a ‘likelihood to convert’.
- Attribution doesn’t take into account cross device paths; you need to set-up a goal to identify repeat customers.
Nikki Rae @Analyticsgirl (Future Insight Analytics)
- Occasionally organic keywords can appear that you don’t rank for; these can be paid search traffic that isn’t tagged for Google Analytics.
- Sometimes Google doesn’t know where traffic comes from and labels it as direct traffic.
- Sometimes Google classes something as a referrer that isn’t actually a referrer for example, if your cross domain tracking is wrong your site could be a referrer to itself.
Anna Lewis @Koozai_Anna (Koozai)
- 52% of marketers agree that segmenting data is key to the success of an online marketing strategy.
- Segmentation (in web analytics) allows you to market to users in different ways depending on what we want them to do on the site.
- You must remember that an advanced segment is only based on a small amount of data, so you should not make important decisions based on this small amount of data.
Ryan Gallagher @ryangllghr (IOVOX)
- Data must be looked at in context
- By mapping trends you can find out what factors affect visits for example, on sunny days mobile visits increase whereas on rainy days desktop visits increase.
- Looking at all data allows you to consider how to increase sales.
Andrew Hood @lynchpin (Lynchpin)
- As well as CRO we should focus on customer value optimisation - CVO.
- We must focus on acquisition and retention simultaneously.
- There is no such thing as the average customer so you must use predictive analytics to target valuable customers.
Ali White @AlistairWhite (CallTracks)
- 83% of shoppers need support when completing an online transaction, 71% of this support is needed within the first 5 minutes, 61% of this support is carried out by telephone and 70% of users call businesses directly from the search results.
- Once a user has phoned up you should then exclude them from your remarketing, CRM is vital here.
- By understanding all of the different touch points both on and offline you can see which are the right areas to invest in.
We then had a series of ‘lightning talks’, where speakers had 7 minutes in which to tell us about the benefits of their free tools:
Dr. David Sewell @seoeditors (FreshEgg)
Dealing with Not Provided
- Not provided is forcing us to look at the wider picture
- The not provided tool allows you to estimate the keywords of your not provided traffic.
Yousaf Sekander @ysekand
Leveraging Your Competitors’ CRO Efforts
- By reviewing tests that your competitors have carried out and looking at their results you will save both time and money by not having to carry them out yourself.
- If a competitor carries out split testing, when they stop running one version you can determine what version won and then implement the successful elements.
- Cromonitor.com is a tool that automatically monitors the split test so you don’t have to monitor it manually.
Until Next Year!
And that was the end of the Measure Fest speakers, after a busy day it was time to relax and socialise in the bar!
Hopefully this has been a useful blog for those who didn’t make it to Measure Fest, or for those who did make it and wanted a summary.
Once again, a big thank you to the organisers and speakers, it was a great day and here at Internet Sales Drive we are already looking forward to next year!