analytics toolkit: 3 ways to increase conversions and revenue for your clients
TRANSCRIPT
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Agenda
• Who is Kissmetrics
• Challenges that advertisers faced
• How analytics helped your clients: 1.set the right goals2.find what drives the highest conversion rate 3.recommend the best optimizations
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WATCH WEBINAR RECORDING NOW
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Kissmetrics: Analytics to optimize your marketing
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Poll #1
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Impressions Clicks Conversion CPA
Campaign 1 1,000,000 5000 1200 $3.68
Campaign 2 250,000 4000 800 $2.00
Campaign 3 500,000 1000 200 $6.00
You’re marketing to people. Align your metrics to that.
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Too much data prevents marketers from hitting the bullseye
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1
Find what drives the highest conversion rates
Recommend the best optimizations
Solidify what you are going to measure
2
3
Understanding what matters will lead you to happy clients
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Poll #2
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Poll #3
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+36%Customer
satisfaction
+19%Likely to
stay/renew
+28%Willingness to recommend
+33%Less likely to cancel/churn
*Transforming Customer Experience: From Moments to Journeys
A good customer journey leads to better business outcomes
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Know the space so you can get the right equipment
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MA
RK
ETIN
G S
TAC
KM
ETR
ICS Visitors
VISITORS
LEADS
PROSPECTS
CUSTOMERS
Ad Tech
CRM
Marketing Automation: Acquisition/Activation Nurture Programs Retention Programs
CMS Web/Content Management
Customer Analytics
Tag Management
API Integrations
Getting the right equipment will accelerate your purchase funnel
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What’s behind that retention rate?
Which ad tactic leads to revenue?
What programs contribute to your goals (i.e. trial sign ups, purchases, profits?)
Identify the right goals with your clients
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• What are your primary marketing goals?
• What is the goal of your website?
• What are your success metrics?
• Are you responsible for acquisition, activation, and retention metrics?
• What types of questions do you want your analytics tool to answer?
• Do you know how your campaigns are performing?
Questions to ask your clients to prep for your brief
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1
2
3
4
Trial Sign Up
Visited site
Video Plays
Signed up for newsletter
The metrics that everyone measures:
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The metrics that YOU should measure
Subscription Based Model E-Commerce/Booking SitesSignups Searched product
Newsletter Subscriptions Viewed product/itemAd Campaign Hits Added item to cart
Account Activations Checked out step 1/2/3 etcCancelled Entered Promo CodeBilled/paid Registered/signed up for AccountLogged In Canceled order
Used features X Refunded/returned items
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After you get those metrics, you can start to find revenue metrics
Acquisition
Activation
ActivationActivation
Retention
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How do I find my best performing channel?
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Original
Variant
When should I start A/B testing? Where should I start?
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First touch? Last Touch? Linear Multi-touch? Weighted? Time decay? Position based?
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How do you get more people to take your desired action after they see the login page?
● A banner promoting the importance of reports?
● An engagement driving people to the reports?
● A video that shows how awesome reports are?
How do I improve my trial experience?
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How do I get more customers to repurchase?
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2
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Poll #4
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“The value of an idea lies in the using of it.”
-Edison
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Kissmetrics case study: A/B testing plot twists we didn’t see coming
1 2
Original
Variant
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Case study #2: funnel reports will show you roadblocks early
1 2Events leading up to a sale Retention post sale
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Recap
How analytics helped your clients
1.set the right goals2.find what drives the highest conversion rate 3.recommend the best optimizations
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Words of wisdom - Set the right goals with your clients early on
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Poll #5
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LOG IN WITH GOOGLE
Start Your Free Kissmetrics Trial
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