Grow Your Online Revenue:

How Analytics Should Power Your Conversion Strategy

Hazjier Pourkhalkhali Strategy Consultant, EMEA

u Help clients develop comprehensive CRO strategy

u  Ensure best practices during Research and Ideation

u  Share custom-tailored suggestions

3

1 Create a Business Overview

2 Develop a Measurement Plan

Conduct Intelligence Reviews

4 Build Improvement Hypotheses

Increase revenues !Company Metric

Improve RPV !Business

Unit

Increase AOV !Optimization Goals

Raise CTR on Suggested Items!

Experiment Goals

Revenue: £2.0m

Revenue Per Visitor: £1.00

Average Order Value:

£50.00

Average quantity:

2.00

Average per unit price:

£25.00

Conversion Rate: 2.00%

Number of Steps

Average Completion

Rate

Visitors: 2.0m

User acquisition:

1.5m

User retention

33%

Digital Commerce

Revenue

Customer Lifetime

Value

Customer Lifetime

Feature Usage

Net Retention

Monthly Revenue

Initial Deal Size

Net Expansion

One-Time Upsells

Customers

Users

User Acquisition

User Retention

Conversion Rate

# of Steps Avg.

Completion % / Step

SaaS / Subscription-Based Companies

3

1 Create a Business Overview

2 Develop a Measurement Plan

Conduct Intelligence Reviews

4 Build Improvement Hypotheses

Revenue: £2.0m

Revenue Per Visitor: £1.00

Average Order Value:

£50.00

Average quantity:

2.00

Average per unit price:

£25.00

Conversion Rate: 2.00%

Number of Steps

Average Completion

Rate

Visitors: 2.0m

User acquisition:

1.5m

User retention

33%

Digital Commerce

Conversions: Funnel Visualization §  Find the bottlenecks and improvement

areas in your conversion funnel §  Learn: -  Which steps drive users to leave your

website -  Which steps have users leave for

other pages -  Where users enter your funnel from

Why do this many users leave the website altogether?

Are users changing cart details from this page? If so, how do we make that easier?

Homepage Category Page Product Page Shopping

Basket Shipping Details

Payment Page Conversions

44% 42%

8%

52%

87% 81%

41% 31%

44%

32%

11% 12%

15% 27%

48%

16% 7%

Homepage to Category

Category to Product

Product to Basket Basket to Shipping Shipping to Payments

Payments to Conversion

100% 44% 26% 7% 5% 4% 3%

Continue down funnel

Visit different page

Exit website

Where should you spend your efforts?

Conversions: Goal Flow

§  Funnels are non-linear, users move backwards and forwards. See when users move back through your funnel and try to find out why.

§  Learn: -  Which steps do users skip? -  Which steps do users redo? -  What are the top funnel paths?

This shows that 20% of users go back from payment methods to delivery info. Is this because payment address and delivery address are separate? If so, how can we let people make changes on this page.

Revenue: £2.0m

Revenue Per Visitor: £1.00

Average Order Value:

£50.00

Average quantity:

2.00

Average per unit price:

£25.00

Conversion Rate: 2.00%

Number of Steps

Average Completion

Rate

Visitors: 2.0m

User acquisition:

1.5m

User retention

33%

Digital Commerce

Conversions: Shopping Behavior Analysis

§  See how your users behave in relation to key shopping goals. Segment results to see which user groups are underperforming.

§  Learn: -  How many users you lose per step -  How individual user groups perform -  Which functionalities you need to

improve urgently

Sort by device type, new versus returning visitors, and more

Why do 72% of users never view products?

Behavior: Top Landing and Exit Pages

§  See where your users land/leave. §  Learn: -  How your overall landing/exit pages

perform over time -  How individual pages perform by time

on site, exit rate, and more

90% of users leave these pages

Behavior: Behavior Flow

§  Understand your users most common navigation paths

§  Learn: -  How users move through your

website -  Where users land -  Which pages have high exit rates

The most page has a very high exit rate

Alumni directory has a high exit rate, but that could be explainable. If you only visit this page to find a number / e-mail address, then you are not exiting out of frustration but satisfaction

Behavior: In-Page Analytics

§  See where users click on your pages, as well as what their scroll-depth is

§  Learn: -  Which elements get the best CTR

(note: when multiple buttons share the same URL they share CTR’s here)

-  What the scroll-depth of your users is -  What content underperforms for the

amount of screen real estate it has

This orange line represents the fold-line. It is above the fold for 95% of page visitors

This product listing is drastically underperforming. CTR for nearby products is 3.4% - 4.2%, this has 0.8%!

3

1 Create a Business Overview

2 Develop a Measurement Plan

Conduct Intelligence Reviews

4 Build Improvement Hypotheses

Conversions: Time to Purchase

§  See how long users take to purchase §  Learn: -  Understand how many days users

take on average to purchase -  Divide your users into groups: users

who buy same day, same week, within the month, a month or more later

Nearly two-thirds of all users make a purchase on the same day they land on the website

Over a sixth of users take over a month to deliberate before purchasing

Audience: Cohort Analysis

§  Understand how user groups perform over the days and weeks after they first landed

§  Learn: -  What percentage of users you retain -  How their Revenue Per Visit changes -  What percentage of the total user

revenue comes same day, same week, same month, or over a month later

All Sessions 6,438,215 users

March 18 – March 24 286,307 users

March 25 – March 31 292,842 users

$212,681,432.12

$16,282,667.44

$17,394,828.78

$38,438,125.68

$4,189,867.90

$3,624,155.34

$18,833,361.90

$2,796,571.44

$2,411,138.04

$10,487,295.17

$2,630,049.20

$1,978,864.57

$7,854,301.99

$1,232,125.68

$1,164,550.31

$

$

Only 19% of users take more than 4 weeks to purchase, yet they represent 40% of all revenue

Audience: Geo > Location

§  Understand where your users are located and how their performance differs

§  Learn: -  Who your customers are -  How performance differs per

country / city -  Which regions you should focus on

Indian users have 3x the time on site and 50% more pageviews than American and British visitors

The US, UK, and Germany have the highest bounce rates

Acquisition: Overview

§  Understand where customers are coming from and which acquisition channels to optimize for

§  Learn: -  The user split between acquisition

channels -  How performance differs between

channels

Change the focus from Conversion Rate to revenues

Organic search has the lowest conversion ratXe. Which keywords are driving this?

Acquisition: Mobile > Overview

§  See the devices users use and how adoption changes over time

§  Learn: -  The split between device types,

specific smartphone types or operating systems, screen sizes

-  Learn which segments you are performing well for

User split by devices appears stable

Mobile has the lowest conversion rates

Behavior: Site Search

§  See how often site search is used and how much value it adds to your business

§  Learn: -  The percentage of users who do or do

not use site search, segment by user types

-  Understand how important site search is to conversion rates and business revenue

Only a tenth of users use site search

But they are responsible for a third of all revenue

Learn how you perform per search term. Are you missing products? Are users looking for different keywords than the ones you use to describe products?

3

1 Create a Business Overview

2 Develop a Measurement Plan

Conduct Intelligence Reviews

4 Build Improvement Hypotheses

Completion Rate

Emphasize the Primary Call to

Action

Wording / messaging

Location / size

Design / color /

iconography

Minimize Distractions

Establish a visual

hierarchy

Remove non-critical content

Limit number of choices

Communicate Unique Selling

Points

Select/target the right

USP’s

Refine the messaging

Communicate visually

Design Intuitive Navigation

Use a clear, consistent

layout

Structure, naming, and

order of sections

Use iconography

Market Products Effectively

Test ideal product visuals

Use the right review

systems

Find ideal description

text / length

Build a Sense of Urgency

Show quantity left

Push temporary

offers

Promote buying before

set times

Goals

Strategies

Tactics

Completion Rate

Emphasize the Primary Call to

Action

Wording / messaging

Location / size

Design / color /

iconography

Minimize Distractions

Establish a visual

hierarchy

Remove non-critical content

Limit number of choices

Communicate Unique Selling

Points

Select/target the right

USP’s

Refine the messaging

Communicate visually

Design Intuitive Navigation

Use a clear, consistent

layout

Structure, naming, and

order of sections

Use iconography

Market Products Effectively

Test ideal product visuals

Use the right review

systems

Find ideal description

text / length

Build a Sense of Urgency

Show quantity left

Push temporary

offers

Promote buying before

set times

Goals

Strategies

Tactics

Emphasize the Primary Call to Action: Location / Size

Source: Refinery 29, intelligence.r29.com

Emphasize the Primary Call to Action: Wording / Messaging

Emphasize the Primary Call to Action: Wording / Messaging

CTR: 39.4% 29% uplift

CTR: 30.5% (Original)

CTR: 29.7% CTR: 27.5%

Minimize Distractions: Remove Non-Critical Content +14.3%

Revenue Per Visitor

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