In a 2013 study by eConsultancy & RedEye, surveying almost 1,000 client-side & agency marketers, it was found that 60% found A/B testing to be “quite valuable” to their business.
Yet, only just over a quarter (28%) report being satisfied with their conversion rates.
Here’s something scary, according to MECLabs & Magento’s 2014 eCommerce Benchmark, only 13% of those studied base their testing on extensive historical data.
David Skok, who is a must read for all startups, explains how as your SaaS companies grow, the size of your subscription base (or customers/users) increases so that any kind of churn against that base becomes a large number.
This equates to a loss of revenue, which requires more and more bookings (think signups) from new customers just to replace what you are losing every month.
More and more business owners are learning about the benefits of the new version of Google Analytics (referred to as “Universal Analytics”) as well as the utility of Tag Management Systems (made even more popular by the release of the free Google Tag Manager).
Peep reached out to me to write an article about moving an inline GA implementation to Google Tag Manager.
This is work we do often over at Analytics Ninja, so I feel more than happy to provide this guide for CXL’s readers. There are many benefits of using a Tag Management System, though as my friend Julien Coquet puts it, “it’s not a miracle cure.”
If you take a quick look at any TMS vendor’s benefits page, you’ll notice the following big points stick out (here are Google’s):
With product pages, it’s often way too easy to lose sight that the goal is to actually persuade people, and instead, at least from what I can tell on 99% of the eCommerce sites I see, the pages are treated with a very clinical approach.
“Here’s the product sir, I sure do hope you buy it.”
A couple weeks ago, we dug into internal site search & found that in some cases, searches performed by only 10% of the site’s total traffic made up nearly 40% of the companies overall revenue.
Then we went into my 3 favorite methods for increasing conversions by improving the search experience.
But we’ve only just scratched the surface.
Have you ever dreamed about learning which products your customers are most likely to buy in advance?
How great would it be if you could determine the highest price a customer would pay for a product? What if you could optimize customer service to resolve concerns proactively before they become issues?
“I use Tide. I’ve been using Tide for the last 40 years. I’ll use Tide to wash the outfit they bury me in.”
“Uh… Thanks Grammy.” I only made the comment that her clothes smelled nice, but her conviction made me realize something very important, “even if they’re on your site, that doesn’t mean they’re going to buy from you.”
Later on, I overheard my 18 year old sister say to a friend on the phone, “Oh My God, UGH, Do what you want, but I would never be caught dead, in clothes from The Gap.”
Conversions are mostly about being relevant to your customers. If what you offer and the way you present it is relevant to your visitors they will convert to buying customers.
There is one variable that data is not very good at deciphering – the human.
It’s easy to forget when analyzing the data for conversion purposes is that the end-user is a real human with feelings. Data tells us a lot of things, but it is really bad at anything that involves understanding the human condition.
In an ideal world, designers and conversion optimizers can strike the perfect balance between the logical & emotional sides of the human brain & design experiences that engage potential customers and “activate” visitors to take action.