How to turn your data into revenue-driving customer-centric experiences
0 likes•201 views
The document outlines strategies for transforming data into customer-centric experiences that drive revenue, presented by James Flory from Widerfunnel and George Fang from Heap. Key topics include optimizing data tracking, establishing clear metrics, and setting up effective reporting frameworks to enhance conversion rates. It emphasizes the importance of visualizing data, understanding the customer journey, and identifying conversion barriers to improve marketing efforts.
How to turn your data into revenue-driving customer-centric experiences
- 1. How to turn your data into revenue-driving customer-centric experiences James Flory of WiderFunnel & George Fang of Heap
- 2. Before we get started: ● This presentation slides and recording will be available to you after the webinar ● Use the Q&A panel to ask questions or make comments - these will be answered during the Q&A segment at the end of the presentation
- 3. Our speakers: James Flory, Optimization Strategist at WiderFunnel George Fang, Growth Marketing Manager at Heap
- 5. Ignore Store Govern Enhance OptimizeData Maturity: Characteristics: Metrics: Conversion Rate Optimization Pageviews, traffic, hitsGeneral Heuristics Behavioral Attribution Click tracking, time on site, geography Rely on general rules of thumb to make marketing decisions. Leverage structured, public data to provide surface level reports and descriptive analytics. Begin analyzing site specific data to understand high level health metrics. Acquire, tag, and register more useful data. Begin developing analytics around business objectives. Leverage automation to enable real-time discovery. Build analytical models into business fabric. Platform
- 6. Mistake #1 Losing TRUST in your Data
- 7. Incorrect Metrics Conflicting Metrics 1,000 Unique Visitors 800 Unique Sign Up 1,700 Enter Billing 50 Conversions
- 8. Always Verify Your Tracking Pro Tip Build your funnel report as soon as you set-up your tracking. All of your definitions will still be fresh in your mind! Step 2 Test your tracking by looking at GA - RT reports Step 1 Write your tracking code Verify visually with an on-page event visualizer
- 10. Quiz A) B) C) Which event is linked with the “Learn More” button?
- 14. Don’t Analyze Raw Event Data Raw Event Data Virtual Mapping User Actions Keep ongoing documentation of event mapping to action Store user actions, not raw event data
- 15. Ignoring the full Marketing Journey Mistake #3
- 17. 6 Attribution Models you Should Know And when to use them. . .
- 18. Set up your data for success Stage 1 - Channel Focus Stage 2 - Journey Focus Stage 3 - Customer Focus Govern ● UTM Tagging ● Basic Click Tracking Enhance ● Multi-touch attribution ● Metadata Optimize ● User Schema Virtualization ● Behavioral Attribution
- 19. Case Study VS Does using a direct response landing page for paid search yield positive ROI?
- 20. Step 1 : Set up tracking correctly Visualize Verify
- 21. Step 2: Organize tracking around actions
- 22. Step 3: Analyze Performance > 2x increase!
- 23. BONUS: Combine Multiple Touchpoints
- 24. Making the Most of Your Data
- 25. © 2007-2018 WiderFunnel Marketing Inc. Using Data to Support Hypotheses
- 26. Using Data to Support Hypotheses
- 27. Using Data to Support Hypotheses
- 28. © 2007-2018 WiderFunnel Marketing Inc. Reports You Can Build Today
- 29. © 2007-2018 WiderFunnel Marketing Inc. Question #1: Where should I focus my experimentation efforts?
- 30. 1. Page Prioritization Report Homepage Product Listing Page Product Display Page
- 31. 1. Page Prioritization Report Data to Gather ■ Traffic volume and conversion rate for each page template on your website. ■ A monetary value for your conversion goal. What You’ll Learn ■ Which pages or page templates on your website are generating the most revenue. ■ Where you should focus your optimization efforts to have the greatest impact on your bottom line.
- 32. Path Traffic Conversion Rate Revenue Product Listings Page 45,000 2.3% $25,875 Product Display Page 32,000 8.6% $63,200 Homepage 83,000 7.9% $33,200 1. Page Prioritization Report
- 33. “Zone” prioritization: Where to experiment Lift Zone #1 8 7 7 7.3 Lift Zone Potential Importance Ease PIE Score Web analytics Heuristic & first impression analysis Voice of customer Revenue impact Experimentation velocity Cost of acquisition Technical “Political”
- 34. Path Potential Importance Ease PIE Score Product Listings Page 7 6 8 7 Product Display Page 8 9 7 8 Homepage 5 6 8 6 1. Page Prioritization Report
- 35. © 2007-2018 WiderFunnel Marketing Inc. Question #2: How do I know which pages to feature or send traffic to?
- 36. 2. Navigation Link Conversion Report
- 37. Data to Gather ■ Conversion rate for each page listed in navigation, filtered by visitors who visited via the navigation. What You’ll Learn ■ Whether your highest converting pages are being given enough visual prominence. ■ Whether there are links in your navigation taking visitors to pages that are not converting well. 2. Navigation Link Conversion Report
- 38. 2. Navigation Link Conversion Report Page Conversion Rate Canvas 2.3% Prints 1.5% Posters 1.8% Gifts 0.4% Frames 1.9% Clearance 2.8% Blog 0.2%
- 39. © 2007-2018 WiderFunnel Marketing Inc. Question #3: How do I identify conversion barriers or points of friction using digital analytics?
- 40. 3. Pogo Sticking Report Product Listing Page Product Display Page
- 41. Data to Gather ■ Total visitors to each step/page in your funnel. ■ Visitors who arrive at each step and then proceed backwards to a previous step for each page/step in your funnel. What You’ll Learn ■ Which stages of your funnel users are exhibiting signs of confusion or frustration by “pogo-sticking”. ■ Where to focus your attention to alleviate pain points for your users. 3. Pogo Sticking Report
- 42. Path Pogo Stick Behaviour (%) PLP > PDP 32% PDP > Cart 6% Cart > Checkout 8% 3. Pogo Sticking Report
- 43. © 2007-2018 WiderFunnel Marketing Inc. Case Study
- 45. Case Study Page Conversion Rate Map 10.87% Reviews 12.02% Details 10.49% Floor Plans 9.66%
- 46. Case Study Control Variation Result Total Leads: +4.93%
- 47. © 2007-2018 WiderFunnel Marketing Inc. Free for webinar attendees: How to turn customer-insights into revenue-driving experiments How to increase revenue by measuring customer behavior https://wdrf.nl/FU9PM0GS0Y https://wdrf.nl/FU2Y71CTCC
- 48. © 2007-2018 WiderFunnel Marketing Inc. Q&A
- 49. © 2007-2018 WiderFunnel Marketing Inc. Thank you!