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5 Things You're Measuring Incorrectly With Digital Analytics

Watching the growth of digital analytics over the last several years has been both exciting and disturbing.

It’s been exciting because what was a once niche-activity has evolved into a serious, business-focused enterprise activity.

Disturbing, because many people & organizations want to compete on analytics, but are not doing the right things or adopting the right thinking about analytics.

I’ve run into organizations that don’t know how to effectively create, participate, manage or lead analysts and often believe that “data science” or the latest technology will save the day, not the team of people with different skill sets working cross-functionally to make systematic improvements.

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2 Google Analytics Segments & 1 Report To Help You Better Understand Your Visitors

Knowing where to segment your Google Analytics data can be daunting. Where do you start? And how the Hell are you supposed to know if what you’re looking at is going to make any difference what-so-ever?

Trust me, I hear you. I’ve been learning more about gaining real insights from analytics myself, and my head’s been reeling from staring down the infinite possibilities.

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7 Ways that Predictive Analytics Is Transforming Ecommerce

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?

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How To Identify & Improve Crappy UX Issues

Could you imagine a situation where 72% of your customers think that the content on your site was completely disconnected from what they really wanted?

What if you discovered that only a measly 14% of your customers actually valued a relationship with you and your brand?

Sorry to be the bearer of bad news, but according to recent research done by CEB Marketing, this might just be the case. What’s even more frightening, is how highly marketers (that is you and me) think of themselves.

In the study, marketers believed that 44% of customers valued relationships with brands, and that the majority of their customers wanted to get content that showed how Their products fit into Customers lives.

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How to Create Customer Feedback Loops at Scale

According to a study by Bain & Company, 80% of companies say they’re customer centric, yet only 8% of customers agree.

Think about that for a second.

How many of your customers do you think would agree that you are customer centric? Do you know for sure?

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This is important because according to a study by Monetate, 79% of customers will buy from a company again if the experience is good, but 89% of them would switch to a competitor if the experience wasn’t satisfactory. And nearly everyone agreed that the online experience influences their decision to buy.

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How To Sell Conversion Rate Optimization To Your Boss

Here’s something that won’t come as a shock to people who work for big companies: not everyone is on-board with the idea of conversion optimization and testing.

In an ideal world, everyone would be excited by a data-driven approach & the idea of building a conversion culture is something the entire organization would be excited about from day one.

BUT this is the real world.

There are egos and opinions and red tape and executives who wet themselves any time there’s even the slightest chance they can be proven wrong.

Even worse, if your company is one with a silo mindset, where designers go over here, marketers are over here & IT belongs in a cave somewhere over there – the thought of even having one cohesive “Conversion Team” might seem laughable, if not altogether impossible.

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