Archive for the ‘Conversion’ Category
A fellow LunaMetrician recently returned from SMX Advanced and said it was refreshing to hear how much user experience (UX) and conversion rate optimization (CRO) were included in the SEO conversation this year.
The days of simply ranking for a high-volume keyword or getting visitors to the site have been eclipsed by metrics that more closely resemble offline business objectives. Now SEOs think in terms of sales leads and keep a close eye on landing page bounce rates, conversion rates and direct impact to the bottom line.
But before diving into the world of A/B and multivariate testing, it’s crucial to know where you stand. This 7-minute UX audit for landing pages should be the first step.
Note: This article contains updates to the previous article “Statistical Significance Script for Google Analytics”, which has been redirected to this article. See the changelog for details.
In March I wrote a script for the statistical evaluation of time-frame comparisons in Google Analytics. The idea seemed well received, but who wants to have to hit F12, open their developer console, and then come back to my blog post for the code… every time you want to run the script?
So, I converted the script into a Chrome Extension (click below)!
Google Analytics Events + GTM Lookup Tables = Super Groovy Goal Values!
Here’s a familiar refrain: Need KPIs? Assign goal values to your non-ecommerce goals in Google Analytics – for example, calculate the average value of a lead and enter that as the goal value.
And a less-familiar verse: Should you settle for the average value? Not if the actual values vary widely. Distributions matter!
Suppose you have one lead form for many types of leads. The user might request info about option A, a potential sale worth nearly twice as much as option B, and five times as much as option C. And what about options D, E, F, and so on?
New verse: You don’t have to give them all the same goal value. And you don’t have to create multiple goals to give them each a different value.
Send different event values to Google Analytics for each type of lead with a lookup table in Google Tag Manager. And then set the event value as the goal value in the Google Analytics interface.
You say your goal is based on the thank-you page URL and not an event? No problem. Fire an event when the user reaches the thank-you page and use that event to define the goal instead.
Follow these four steps to add more meaningful values and make your goal data rock.
The Google Analytics interface was updated this week. Gone is the familiar orange navigation bar at the top of the page. In its place now is a unified interface that shares commonality with other Google properties around the web, especially after the interface changes in Google AdWords and Tag Manager.
One thing that was not changed, however, is the functionality of the left-hand navigation. We here at LunaMetrics have been jonesing for a return to the classic functionality of the interface, circa 2010, which allowed users to click on a menu header to immediately collapse all other open menus.
“A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.” –Antoine de Saint-Exupery
Keep it simple stupid. Moderation is the key to a good life and good 2014 UX. Flat design is about removing all the unnecessary flare and letting the what you have to say be the main focus. In the past there has been a gap between the world the designers are living in (Photoshop) and the developers were living in (text editors). Browsers are getting better about what they can and cannot do from a color and design(svg) perspective, which used to bottleneck the creativity of the designers. This gap will begin to close as the adoption of flat design provides designers with more incentive and necessity to design within the browser. Because of this browser focused design, the capabilities of the developer will be paramount to the execution of the designer’s vision. The developers ability to understand not only how to code the design, but understand how that design will translate across browsers and devices will make finding the designer-developer team as important as either one of their capabilities. Will we see the first crowning of a Developer-Designer team crowned as the king of 2014 web design?
“Oh, it’s alive…. IT’S ALIVE! IT’S ALIVE!…IT’S ALIVE!”
-Henry Frankenstein, Frankenstein (1931)
Stop me if you’ve heard this one before… A man walks into a marketing department and says “Our website is so old! It’s like it was made in the 1990′s! Let’s update the design, and make it responsive! Mobile users are the future! Our competitors all have flashier newer websites, we’re getting left behind! We can make a new website! A better website!” Then they start cackling really evil like, and get twitchy eyed.
The department all nods in agreement, ignoring the obvious creepiness of the guy, because they’ve read stories about mobile users and those “kids today” with their newfangled “smart phones”. So they design a gorgeous new site, sleek, great uses of whitespace, a real pro job. Responsive too! Loads of new functionality. Looks great on their phones, their pads, their pods, their droids, and of course their laptops. So they launch it to great fanfare!
And their conversion gets cut in half. (more…)
Sometimes Tag Manager is so easy it feels like cheating. In a good way. Like getting a super acorn power-up and turning into Flying Squirrel Mario.
Recently I used my flying squirrel powers to beat the dynamic content boss. My client wanted to track how visitors used a couple different search forms, each with multiple options. Every time an option was selected, new search results would appear dynamically and a parameter would be added to the URL hash.
For example, if the visitor chose to view all the seminars on day 1, the URL would become /seminarsearch#day=1. Search those seminars by topic X and the URL would change to /seminarsearch#day=1&topic=x.
Or it might be a different search form, say for vendors, and the URL might look like /vendorsearch#category=abc&location=bldg2.
How was I going to tackle all those moving parts and get the data I needed into Google Analytics? I wrote a couple different pieces of code that were unsatisfactory for one reason or another.
And then I found my super acorn. (more…)
Here’s a trick to capture additional information from transactions using Google Tag Manager. Let’s say you have several product categories on your site, and you want to easily see how different combinations sell on the site.
1: Create a Custom Dimension named “Transaction Categories”
If you use Google Tag Manager or another tag management tool, you’re probably already familiar with the idea of a data layer. It’s basically a centralized place for information about the page to be passed to analytics and other measurement tools.
Up to now, there have been some informal conventions in tools like GTM. But it would help us all to have some standard guidelines, for interoperability between tools. So, if you need to switch from one tool to another, you can easily do that without rearranging the data. Or, if you build a plugin for a content management system, you can build to the standard and not worry about which tool it will be used with.
So a W3C Community Group was assembled to tackle this problem, including 56+ organizations (including Google Tag Manager) providing input on a specification that is standardized enough to provide interoperability, without being too rigid to represent many different industries and websites. (LunaMetrics also participated in the development of the specification.)
After much deliberation, version 1.0 of this specification has been published. Let’s take a look at what it says and does.
When visitors hover on your website, are they more likely to convert? Pick a hover target and add event tracking to find out.
If you want to listen for clicks or form submissions, Google Tag Manager has some seriously awesome automatic event tracking. It doesn’t cover hover events yet, though. So if you want to track a visitor hovering over a menu or pop-up window or other such thing-a-ma-jig, read on for a nifty bit of jQuery that will do the trick.