PRWD

This is an un-answered question for many businesses, and one we always look to answer as part of on-going conversion optimisation services.

In a recent phase 1 project with translation services company The Translation People, through the use of advanced segments in Google Analytics we were very quickly able to to identify that only 10% of their existing site visitors were likely to convert.

I have provided a more in-depth look at this specific scenario on an advanced segmentation article I have published on Econsultancy.

If I had to sum up this post with one line of business advice it would be this:

never consider making commercial decisions when you look at your web analytic stats before you apply some segmentation to remove visitors never likely to convert.

I’ve just uploaded my presentation from yesterdays enjoyable How Do conference in Liverpool, titled ‘Speeding Up In A Slowdown’. For information you can see details of the conference and speaker line-up, including a keynote from Google.

My 35 minute presentation (shown below) focused on 3 key areas that businesses need to consider if they want to make serious improvements to their online performance, and all on working with smaller budgets than what they would have had pre-recession:

• Understanding visitors – using gorilla user testing to actually begin understanding what visitors want and why they don’t complete their objectives
• Measuring performance – its not good enough to just have analytics installed on your site, you need to be looking at goals, funnels and developing advanced segments to truly begin understanding visitor behaviour
• Testing and improving – using split testing to make continual, incremental improvements to conversion rates, click-throughs from key pages and overal website performance