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You’ve collected, reported on, and analysed your website data, but what now? The full significance of CRO can be understood through exploring conversion rate benchmarks, identifying critical conversion points, and learning how to set up effective experiments to optimize your website's performance.
Agenda:
With over 10 years experience in B2B & B2C Marketing, Dené works with clients to identify & implement marketing strategies, specifically focussing on the data driven & technology elements.
Webinar: Increase your website using CRO - transcript
Speaker 1: I'm a bit of a data nerd and so, yeah, you'll see when I say it, I like things data driven and, it should come through in these slides but I’m very happy to have you all on the session with us and it's the last workshop for 2022. I cannot believe it's November already. But today, we'll be talking about how you can increase your website leads by using conversion rate optimization. And for short, we also call it CRO just so that everyone is aware of the acronym. And I know that the industry does come with a lot of acronyms; like we need anymore. But nonetheless, here we are. And all right, so just to give you guys an idea of the way CRO fits into the data cycle and for Alicia, you mentioned that you are quite new to digital marketing. And so it's quite a nice visualization and where we show you guys the data cycle. And so we start with the collect phase, which is how we enrich, and curate, our data. So, whatever data, we need to click, make sure that it is and, you know, Contextualized and customized to our needs. Then we move into the reporting phase, which is where we really visualize the data. To show exactly what it is that we need to prioritize. Because let's be honest, you can literally track anything on your website, but it doesn't mean that you have to. So we need to make sure that the data is relevant and customized to you. And then we go into the analyze phase and here we look at deriving insights from the data and then also looking at attribution so you know what channels are working, which is bringing the most traffic and also the quality of traffic. What do we do with that traffic that comes to our website? What are people doing on our website and how can we help them to make the experience better and which brings us into the next phase; Which is activate. And this is the section that we will be covering today. So we will be looking at conversion rate optimization and that really fits into the activate phase. This is where you look at optimizing your experience, your data and where you will be running your experiments. This is quite an exciting one.
Speaker 1: We really tend to focus on the first three pillars and sometimes the industry as a whole. We don't really look at the activate part, but that's actually a very exciting part and which is why we're covering it today. We want you to end the year on a high note. In terms of, agenda; What we will be covering today, we just want to keep it simple and help you guys understand where we are and how we can help you to increase those, ultimately sales on your website. So we will be covering conversion rate, what it is, why should you care about it? And where can you find the data in your analytics account?
Speaker 1: Then we'll be covering benchmarking and will just touch on that and just to see how you are performing. The majority of the session, we will be going into the experimenting part. So what is the importance of testing? Why should you care about it? Why should is form part of your digital strategy? And we will also be doing a bit of a how-to guide And just so that you get a practical experience,…
And as we mentioned, the session is a two-way street, so please stop me at any time if you have any questions and don't be shy, we're a small group. So we went to customize it for you guys. We want to make sure that it is of value to you. All right so without further ado let's go into the conversion rate goal. So why is it important guys?
Speaker 1: Because you can double your sales without increasing media spend. It's really as simple as that, nothing more complicated about it. And, you know, with the current economic environment. What we are finding is that all budgets are being cut. And media budgets are first in line. It's just the reality of the trade and you know, and we need to be clever. How do we outsmart our competitors while still increasing our sales? And that is with conversion rates optimization. A simple demonstration on the screen. You can see a marginal increase in your conversion rate, which can mean a significant increase in your bottom line. Increase your conversion rate with 2%. You can double your sales.
So example, yeah, you've got a 2% conversion rate which means 20 sales. Let's do some conversion rate optimization and you can move it to 40 sales. No extra budget. Just some mantime. But minimal. Right. Cool. So very exciting stuff. You can see I am getting quite passionate about it but yeah. So it's a geek in me coming out, okay? But let's take a step back. Firstly, what is the conversion?
Everyone on this call is familiar with what a conversion is but I just want to make sure that we are all on the same page. It can mean something different for each company or for each industry and it is when a user takes a desired action on your website, be it a purchase, a form submission, signing up to email, clicking on a button. Whatever the case may be, these are just some examples that I put down here to give you an indication of what possible conversions might be and then also just a reminder that we do get micro and my macro conversions. So the micro usually leads up to the macro conversion and it's important that we do take that into consideration at all stages within our strategies because if the micro conversion doesn't work, then it might tend to the whole process leading up to the macro conversion. Then a simple slide. How do I calculate my conversion rate, right? So talking about this, but in practical terms, What we do, how we calculate the conversion rate is we take the number of conversions that we have on our website. So obviously we take a date range. Let's say first to 31st of October, we get our number of conversions on the websites and we divide that by the total users for that same period on the website. And we times it by a hundred.. As simple as that. Any questions before I move on, I'm going to show you guys a way, we can find that data now. Does it all make sense?
Okay. Cool. So let me show you where you can find that data. So now we know, we've got two different analytics platforms. First one is the normal universal analytics. Also known as Ga3. And so just showing you guys on the screen where you can find this data if you are still using GA3 or Universal Analytics. Sorry I just need to put on my glasses on for this one and I've been instructed not to put my glasses on because you can't see my eyes.
Speaker 1: It's on the side where everything is highlighted. So you go and the behavior, then you go into site content and you click on landing pages. And this will give you exactly the breakdown in a table format of all your landing pages on your website. And then you will be able to see your user acquisition and behavior, and it will show you your events as well.
Speaker 1: It might show you automatically, it might show you your conversion rate or you can just do the numbers manually, do the calculation by yourself, So, just as an example for this landing page in particular and we had 37 goals, so that's our conversions.
Speaker 1: And divided by the users on the site which is 57, we times that by a hundred, and it gives us a conversion rate of 64%. Going on to GA4. Now, this one's a bit different because GA4 is fundamentally set up differently than the old analytics as it's event based. We actually don't have conversion rates in GA4, but you can still do the calculation. It's just going to be a bit more manual, but it's the same principle as Universal Analytics. So you'll just find it in a separate separate section and we are going to reports you're going to look at engagements as you can see, on the left hand side, and then you're going to go to Pages and screens. Now pages and screens because GA4 combines website data as well as app data.
00:10:00
Speaker 1: And so on there, you'll be able to see your various landing pages. You are able to see the amount of views or users that you have on the site as well as your goals. Conversions. So as noted, it doesn't show you the conversion rate automatically, so you're going to have to calculate it manually. But as I've shown simple calculation and you can do it easy. Okay. so,
Speaker 2: And if that then I just just stop there quickly.
Speaker 1: Yes.
Speaker 2: So so just to make this practical. So Hendrik you had a project link that would be for example you’re looking at how many visitors have gone to your course page and viewed it, and then how many of them actually purchased. So, it'll be the amount of purchases divided by the visitors to the page. That would that,…
Speaker 1: Exactly.
Speaker 2: that would be yours, Jenny. I assume, you've got many different clients with many different lead forms. So that literally be like, either the specific lead form visitors. You know, the leads divided by lead form visitors or it'll be like leads divided by total website visitors and that'll give you the conversion rate.
Speaker 3: Conversion rate, okay. Yeah.
Speaker 2: And does it make sense? Anybody else have a question?
Speaker 1: Does anyone have a quick? Yes.
Speaker 3: What, why is GA 4 more complicated?
Speaker 1: let's because
Speaker 3: Should it not be more simplified. Like, in theory.
Speaker 1: Yes in essence, it should be, but the platform isn't as user-friendly. So it does take some getting used to. And also the way it is structured is fundamentally different. So it is based on events and so it's a bit of a mind shift that you need to do and Personally, from my perspective, it feels like they went into a bit of a rush to launch, so it feels to me like it's still in a bit of a BETA stage. And so there's a lot of bugs here and there especially if you are used to the old analytics, I don't know Ferdie your input on that.
Speaker 2: You know, it's so Jenny, you're right. It's supposed to be simple. They've made it more complicated and I think it's not really, it's not really ready yet, but they are forcing people to adopt it. So it's sort of like it's reality. It's, you know, it's like load shedding in South Africa,…
Speaker 1: Now.
Speaker 2: you just, you know, accepted it and move on. And, you…
Speaker 1: Yeah.
Speaker 2: So it's not great.
Speaker 1: That's the reality. No and I also think with them just to digress about GA4. You know we do have a deadline of when we need to move over our data from the old one and I think the sooner we can get it done the better because also you're gonna start collecting more data. You can get used to the new platform and then you'll have more historic data in your account as well, which can make it a lot easier. And we've got lots of workshops actually on how to move over to Ga4. So if others are interested and…
Speaker 2: I'll post it.
Speaker 1: Thanks Ferdie.
Speaker 2: I'll post a link in the chat for all the older resources.
Speaker 1: Okay, cool. Yeah, perfect. Thank you and it's not scary but it's it's just something that's that needs to happen and
Speaker 1: Right. So just yeah, I want to quickly check the question here that we have. Which one is more advisable to use between GA3 and GA4 depends on what a person is doing. So Eric it really depends on what you want to achieve but essentially you don't have a choice you need to move over to Ga4 sometime and sooner rather than later.
Speaker 1: And what you can do if you want to if everyone isn't actually ready, is you can start setting up your your account already on GA4 so that you can start collecting data. But you can still use GA3 in the background or you can still use GA3 and have GA4, collect the data in the background. And then once everyone is up to scratch with what GA4 is and you know, you are certain that your data is accurate and everyone is comfortable to use it, you can make that switch, but it is very dependent on your needs. Yes.
Speaker 2: It's a, let's continue the GA4 conversation at the end of the session. It's a rabbit hole.
Speaker 1: Okay, cool. Okay.
00:15:00
Speaker 1: Yes, they have, but they haven't. Ferdie will catch on that one a little bit later. We make a note on that please. Thank…
Speaker 2: Okay.
Speaker 1: Okay, Cool. All right, so just going into benchmarks, this is going to be a very brief section of the workshop so just this line on. What is it, right? So I'm sure we've all heard it before but to put it simply: It's the process of measuring your performance of your marketing efforts against the best in class. So against your competitors. And why is this important, Right? So we need to understand how we can identify internal opportunities for improvement. Now, why does this matter? Why do we want to improve? Because we want to increase sales.
Speaker 1: Simple as that, right? It's a throat cutthroat world out there. And so we need to, we need to survive and we need to make it work and we need to stay ahead of our competitors. In terms of benchmarking examples. So I've just put a slide in a here of a screenshot and this is widely available on the Internet. You can get it in various places.
Speaker 2: If?
Speaker 1: If I mean if you just Google benchmarking numbers 2022 and you can get multiple results and we will shade the URL with you of those ones specifically. But, I mean, Just to put it practically, we need to understand where we are in terms of our performance against our competitors so that we can say that we are a step or three steps ahead of them.
Speaker 1: Right. Because we want their sales, it needs to be ours. All right. So that we don't lose our jobs.
Speaker 4: Sorry. Just on this one, the conversion ratio estimates across different goals so it could be across purchase sign up.
Speaker 1: Hey.
Speaker 1: Great. Correct.
Speaker 4: Okay, so
Speaker 1: Yeah, so you'll see on the right side. It shows all the different verticals. So, and I mean, for an e-commerce site, it would be a purchase. And for a consulting industry, it might be, You know, a contact us form. And so this, there is various conversion points in each industry and it's really you need to determine what is the best for your company according to your industry. Does that make sense? Cool. So thanks for sharing that Ferdie and…
Speaker 4: Yes.
Speaker 1: if you go into that link as well, you'll see there's a lot more data so they go into the average conversion rate. They'll look at The average click-through rate time on site, all of that. So it's actually quite interesting. So, do you want to say something?
Speaker 2: You know,…
Speaker 4: Okay, thanks.
Speaker 2: so, so, just two important things about the slide is the top part, The top percentage is when somebody googles you. So they google for a service. So the intent is quite high and then the one at the bottom is for when they click on a banner. So it's very important to distinguish between those two numbers.
Speaker 1: and,
Speaker 2: The good news is, if your conversion rate is not good. Let's say it's 1% on the bar. One. And the benchmark is three percent. That means that I know it's really bad news but it's actually very good news as well because it's not that difficult to go from 1% to 3%. It's very difficult to go. From 3%, to 4% So…
Speaker 4: Mmm.
Speaker 1: Yeah.
Speaker 2: if your conversion rate is low like, you know, that's a wonderful opportunity, you like you're sitting on something that's very valuable and you can fix it quickly.
Speaker 4: Okay, thanks.
Speaker 1: Exactly, in this case ignorance is bliss, does not apply but yeah, as you mentioned , that's the first step in increasing your conversion rate, right? So is identifying those opportunities and that's why benchmarking is Important and because I mean, we all sit with a hell of a lot of data and sometimes it can be really overwhelming and we don't know what to do with it. So this is just a good way of, you know, understanding what is out there and how you are performing against your care set. The questions on benchmarking.
Speaker 1: Alright, because from here, we're going to move into the experiments. Pleasure Lisa. Go.
Speaker 1: So now that we know what the conversion rate is, why it's important. And how you performing against your competitors? This is where the exciting stuff comes in. This is where we start experimenting so that we can identify even more opportunities for improvement. So, just a note that this can be done on various platforms in various forms, and you can actually go down a bit of a rabbit hole, but We need to understand why we need to do this. So why is it important? Okay. so, By experimenting, we can increase user engagement and reduce bounce rate. I'm sure everyone's familiar with it. Using engagement on a website and…
00:20:00
Speaker 2: If?
Speaker 1: the balance rate. We can minimize risk on website changes.
Speaker 1: So we can go into a bit more detail. I'll just make a note to highlight this in and when I show you how to do the experiment and it'll make a bit more sense, a bit later. Ultimate goal. We're going to increase conversion rate, and all of us. Bottom line, increase your sales. So that is really, really why we need to care about experimenting, why we need to make it part of our strategy. and, Okay. So simple as that. One thing that I do want to highlight, though, Is. To listen to the data and not your gut. So, I'm gonna open the floor here, but we've got an example of Two pages right next to each other. Exactly the same. There's one difference.
Speaker 1: The Call to Action button on the left is Green. The Goal to Action button on the right is red, that's it. Which one do you think performed better?
Speaker 2: Red one.
Speaker 1: okay, Jenny saying Green
Speaker 1: Andre Grade third grade read. Good Green Green.
Speaker 2: Green green.
Speaker 1: see, this is super interesting guys, because from
Speaker 2: Ish.
Speaker 1: What is, what is the, What do you get? When you mix green and red? Brown, it's not brown. All right. So sorry that's my mom, Joe coming through and So, my gut would also say Dream, that's it, Orange? my cat would say green because You get. From when you little greeners, go, right? So you have a positive association with green. And readers like Danger me? Would you agree? Okay. What do we get you? Go. Read outperformed the green button by 21%. Now, imagine that is your conversion point and you can increase your conversion rate by 21%. Remember I showed you in the beginning, if you can increase,
Speaker 1: Say by 2%. You can double your conversion rates or your sales. Go, let's let's aim for the 21% because it's possible. What was it before, moving on. I'll just want to say like And no experimenting and tasting can come across as scary and overwhelming. But you do not have to be complicated, it can be as simple as the button color that can make a huge difference.
Speaker 1: Yes Page. Got it. Look, you know. Absolutely. You need to take a lot of elements into consideration. And, Where they are Patrick? I hear you, but that's the thing, is your gut will tell you one thing. But we need to listen to the data. So it's very interesting and that's exactly why I wanted to start the experiments with this simple example. And on that note you just need to start somewhere even if it is just the call to action copy that's different. If it's just the color that's different. You don't have to change the whole world with an experiment. That's simple. Simple changes that can make a hell of a huge impact. Good, exciting stuff.
Speaker 1: So now we're getting into the nitty gritties. How do I conduct AB testing? How do I do an experiment? Where do I start? Man. Go. We'll tell you. Google optimize. Okay, so we're gonna be using Google Optimize as an example. And you do get other software on the market that you can use. We like Google Optimize because it's for free. It's literally for free. You can go create an account, start the experiment today. And because it's a Google product. It's got native integrations.
00:25:00
Speaker 1: With Google Analytics and Google Tag Manager. So, super simple to set up. And if anyone is a way with the Google platforms, you will know that. It's super user friendly. Not ga4 and but you know and you can use it quite quite simply and it's very cool. So, Okay.
Speaker 1: How do I start? Okay. Create First Step to create an optimize account like mentioned, you can do it now. In the background of this workshop, but don't because we need to show you more stuff, right? Use your Google account.
Speaker 2: You.
Speaker 1: Set it up. Boom done. Then all you need to do is you need to place the optimized pixel on the website and you can do this yourself. If you've got some experience in doing that, if you've got gtm on your site and I know ferdie's, number that is boom. And that you can also get your developer involved in this, but it's quite straightforward. You can also just Google how to do this. and, Yes.
Speaker 2: That donate then they just talk quickly. So when creating your optimize account just use the same login that you use your Google Analytics. So if it's If it's Julia at,…
Speaker 1: Yes, important point.
Speaker 2: you know, whatever company Name.com, used to sign, email address because then it's going to connect automatically with Google Analytics…
Speaker 1: Yes. And…
Speaker 2: which I'll just make your setup easier.
Speaker 1: then you've got that automatic integration. Good point.
Speaker 2: Yeah.
Speaker 1: Thanks Ferdie. Got last but not least. Then you then you move ahead was creating an experimental optimize Three simple step. We're going to be focusing on the third step for today, so on creating an experiment. So as mentioned, you do get various forms of tests that you can run on your website and you can even run it in your paid media in your emails, whatever the case may be. But today we are going to show you how to do an AP test. Okay. Starting. Simple form. As a simple example here. We did an AP test on our landing page for the workshop. For today.
Speaker 1: So ADT also widely known as split testing because you're splitting the page into two as really. Just the process of comparing two versions on a web page on an email or other marketing assets and measuring the difference in the performance. So you've got a, you've got B Which one is performing better. AB test do continue to be the most popular experiment on the market and I think it's because it's, it's very intuitive. It's there's a very clear distinction in terms of what is different. So you can make the call and drive. The inside is quite easily from that and being in shouldn't be making too many changes and at a given stage and but yeah, it remains the, the most public experiment and This abts that you are looking at now. Required absolutely no website changes.
Speaker 1: I think it took us five minutes. Adding the 5 or…
Speaker 2: Yeah. The area of 10 minutes.
Speaker 1: 10 minutes.
Speaker 1: No web developers involved. No creative teams involved. 10 minutes.
Speaker 1: Just going to highlight the changes that we did here. So at the bottom of the sequel to action on Version B. We added Ammonia of a previous attendee, just on the workshop pages. And we removed a bit of content, just to make it a bit more.
Speaker 1: More simple beta. AOB will get there, Jenny. Go. Cool. And The two, that's that we did. So going into an experiment, I'm going to just show you a few examples of a few steps on how you would do this? How to go about it and to set up exactly what we did for those website pages. Step one. Ultimate, you have to choose a page with a conversion point. So for asset my job, it was the workshop page and our conversion points are for you guys to register. That is our conversion. So we chose this page and the conversion points are registered.
Speaker 1: Step Two. You're going into your optimize account. I remember you've already created it. You've already placed the website or the pixel on the website. So everything is done from that perspective. Now, you go into your optimize account. And you click on create an experiment. Guy. First Step, Simple step. You name it and and what what we would just recommend in terms of naming, your experience experience is. Call it what it is. It's it's, it should be intuitive. People should understand when they go into the platforms and if it is you tasting workshop page, then we say workshop page taste. Sign up, taste. Whatever it is that we wanting to taste. for the so for optimize
00:30:00
Speaker 1: you get so this optimizes for free, you do get optimized 360 which is the enterprise level, but you have to pay for that. For the current free optimized account, you get a limit of five experiments that you can run concurrently, which is more than enough. To be honest. And you also do get a limit of 10 personalizations. Whether it be scheduled or running and that is per container of of Google optimized. So if you create an account you will be able to do five experiments and team personalizations. Concurrently now an experiment is quite straightforward. I think so if we can show you, they're like the A/b test. That's an experiment.
Speaker 1: Personalization on the other side we will not be covering it today but I'm just going to mention it to you guys so that you know it is available. Should you want to include it in? Your strategy going forward? Personalization is a set of changes made to your website that we can show you now. That is specific only to a group of certain visitors, so, and like experiments. Personalizations can run forever and don't have variance. So it is a single set of changes. Served to a user that meets the targeting conditions. so say you, you guys, for example, you signed up for our website, And we put you in a targeting criteria of previous attendee and you go to our workshop page. We can target you and say personalized for this group of user to show them.
Speaker 1: Thank you for attending. These are the next upcoming workshops, so that's a simple example. Okay, any questions? Please stop me at any time.
Speaker 4: and,
Speaker 1: If you guys have questions,
Speaker 4: So, can you give us? A practical example of what this personalization could be. Is it? I don't know, like a demographic characteristic, or is it,…
Speaker 1: It could be yes.
Speaker 4: could it be?
Speaker 1: So so if if you went to show say you've got an event running a face-to-face event running in Joburg and…
Speaker 4: Okay.
Speaker 1: someone joins your website and they pick up your demographic location as being in JOBURG, they will see a personalized experience on your website.
Speaker 4: Could it be something? Okay, let's say you run a campaign, could it be something that somebody who comes comes to your page from that campaign? Could it work in that way?
Speaker 1: Good. But we could, we would rather recommend doing experiments for that one. What do you think, sadly?
Speaker 4: Okay. All right.
Speaker 2: Um, you know,…
Speaker 1: That's an interesting one.
Speaker 2: I don't know this personalizations that are able I think. You know,…
Speaker 1: It can be a bit of a rabbit hole.
Speaker 2: I I like Alicia you can you can do if somebody comes from a certain area or click on a specific campaign banner, you can't take them to a custom custom page but it like what we found in if especially in this market is a lot of our clients just they're not doing any experiments and like personalization sort of and I have very poor wave experiences and this was like like an evolution from that. So like so that's like running and…
Speaker 1: Yeah.
Speaker 2: this is like you know a lot of clients don't walk crawl properly it so
Speaker 1: Cool. Yeah. yeah, so we would really recommend to to only focus on experiments now,…
Speaker 4: and, Okay.
Speaker 1: and, It's a good start, but it's good to know that down the low down the line, you can start looking and personalization as well. And I think once once you comfortable with with the platform and also with your strategy, so that it does cover your objectives And that,…
Speaker 4: Okay.
Speaker 1: but it's relevant. Our users, okay. Sure. Okay, so we've set up the, we've set up the experiment and now we need to add targeting and variant rules. and at the top, you will see Super User Friendly platform, and it shows you step by step where you are.
00:35:00
Speaker 1: That in the, if I can call it funnel in the process. So, we now started are. Well, we started our experiments. And created content personalize the experience after they sign up, it can be Yes, Eric. Yeah, and so, you know, exactly where you In the setup process, which is very, very intuitive from a Google platform. And guys, I think this is. Yes, okay. I have recorded this upfront, so I'm just going to talk through this and we found it better to to just have an example of it in the platform. If it Work. I will just switch my screens so that I can take you guys through it because I think it's better than screenshots and to show you to how to actually set those up. Okay, let's see if it works. Oh, okay. So
Speaker 2: And that's what?
Speaker 1: Nice, we are inside. I just have to stay with it. So, clicking on the change. This is our page. You'll see it is still within optimize. If you look at the top and it's just loading on the other side, If you scroll over all the elements. So just the the stuff on the page, you can actually edit it, you can remove it as simple. You can edit it. so, click on it, say Edit You can change the copy. Boom, make it abcdef. Because we all know what that means. And you say done. All right? And you can even Change the font type. You can change the size, you can change the color. So there's quite a lot that you can do with this. And
Speaker 1: I would recommend just to set up an experiment and start playing around with the platform. It's amazing. What you can do, you can change the alignment, you can Italics, and all of the, all of the normal editing that you would find was funds and over here, you will see, I'm trying to move it, right? So you can even move elements on the page. It's not working. So I go to settings. Just slide it there to move anyway and then you can start moving things around. Boom. Bottom top.
Speaker 1: And they at the top, you can see all the changes that you've made. If you feel you might want to go back edited or deleted and you can do that. It's not a train smash and then you hit save and check how intuitive it is. It's giving you an error it's saying there's a page mismatch so you say Guy cool. Show me what it is. Fix it. And it's fixed, then you say done. And it is saved.
Speaker 1: That is how simple it is. Literally there, we've got our two variants, we can upload the waiting of the traffic to the site, so you'll see it'll always say original. So it's the original page of your website that you've chosen the landing page and then you've got variant one, you can name that variant, you can also, say, call to action button changed or whatever it might be, whatever works for you, you can personalize it for you, so that it makes things and And you can edit as you go along and you can make changes. You can go back and remember, this isn't live yet. We're just sitting it up at the moment. Okay, you can add multiple variants as well. I would recommend for first first few experiments. Only do one variant. So that, you know, what is working? So that it's a bit of a more of a controlled environment.
Speaker 1: And so that, you know, that it was X, that made the difference. That's we need to make the call on changing it for future or whatever the case may be. and, Okay, any questions before I move on? This is quite nifty. Hey, I like it.
Speaker 2: So tonight, just in terms of of, I think the powerful thing about this is you don't need to include the developers. For to run an experiment.
Speaker 1: No.
Speaker 2: You can as the marketing person log into the page and and change make some of the changes for tasting. So it's it's it empowers you to run the experiments,…
Speaker 1: Exactly.
Speaker 2: just something else. It's quite technical and I think the nice probably going to go into it. But it's important that when they experiment is started the this software, it takes care of the sample sizes and all the measurement for you. So you don't need to have a degree statistics to understand if the one Varian was better than the other one. But then I assume you're gonna talk about that now,
00:40:00
Speaker 1: Hmm. Yeah yeah. So and I mean as Foodie said You don't need to involve a developer. I'm definitely not a developer and you saw me being able to make stuff. Yes and Andre. Absolutely Spartan. I think you know it's it's important to Have the full team involved or at least have visibility on what it is that you trying to achieve. And it's never nice to be left in the dark. I agree. And regards. It's good to to have that perspective as well, because from your perspective and you've obviously also made changes and you might have some insight into a possible experiment. So always good to involve the full team online. And okay, so we've not set up the different variants.
Speaker 1: And, and then the following step is to link GA and to set up your objective objectives. Now, if you use the same, Gmail or same email address as you use to sign into your analytics, this would happen automatically so, You can see over here, it's already picking up our Google Analytics account and property and the view that we're using. So we still using all that analytics, that is linked to this. And so that's why we've, we've got a view And when you're choosing your objectives, it gives you a drop down. So you can either choose from List or create custom. And if everything is linked and set up correctly, if you choose From list, you can see, you can choose your objective and it will automatically Your goals that is set up in your analytics account.
Speaker 1: Which is like boom. Like literally just select. For us it was the event register so click on that your objective is set. Now the algorithm knows what we're working towards and it's it's all linked. Everything is talking to each other and it and it and it will work as it need be.
Speaker 1: Final Step. Sorry. Well they can final and is at the bottom When you've already set up your variant you've made sure that you've got your analytics linked you've made If you've got your objective setup, This is just a bit of a like, a hygiene factor and this is from a platform perspective just to check installation and checking the settings. So you will literally just click on that button on the right top hand corner to say, Check installation, Google Optimize will run. They will look at all the connections and everything that you've set up, and it will give you a either, yay, or nay mostly, it's yay. If it is nay, then it will tell you what you need to fix, and it will do it. Like, I showed you in that video, it will be very, very easy to fix and just a main You can go live.
Speaker 1: You can also see email notifications so that you can automatically get that on performance, you can look at the traffic allocation so you can choose if it's 100% of traffic that's going to your website that will experience this experiment or you only want to make it available to 20% and that is completely out to you and your strategy that you are putting together. and then, Final step. Is we go live? You literally press the button, say Go live. Cool. And this is a screenshot from the platform and you will show it. See this it will show you the various Audience. So as recommended only two to start off with it will show you the performance. They of it'll give you a nice visualization of the graph. Now this this example here isn't a good one because it's not enough data.
Speaker 1: But if you have enough data, you will super easily be able to see what is working and Is not working. And this is taking me back to one of the points that I made earlier is to minimize the risk of website changes and Andre. So if you want to change something on the website and you're not sure if it's going to work or not, you can do this first. See do the taste run it for a week. It beta. Is it not beta? The results will tell you what? What works? And what doesn't? Again? Listen to data, not your gut. And so this is actually very cool tool to to help the developers as well to to make that call. And and you know, in terms of minimizing risk, you'll still have your leads coming in, nothing will be broken and so you can run as per usual. So it's actually very, very cool tool. And from that perspective and I think it's important for us to just note
00:45:00
Speaker 1: That this taste can be executed on various platforms. So jenny to your point earlier you're running on a lot of platforms, you've got a lot of social media running, you've got email marketing, you've got all of that. So you can do aB testing on your email marketing. You can do it on your Google ads, you can either do it on your social marketing. So we're not saying just to use Google Optimize but it's really a nifty tool to use from a website perspective and Just bearing in mind, you can do it on various other platforms as well. Once it's live, what do you do? But not, it's not just done, you can't just click Go Live and forget about it, okay? So we've put a bit of a visualization together for you guys just to help you and how you can can continue to conduct tests. So first one is the taste. So we build and track the experiments.
Speaker 1: Then after certain time, period up to you, how long you went to run, is we need to measure. So, to really understand the impact on conversion rate. Is it working? Is it not working? What is working? What isn't working? From the We iterate and ideate and moved on, the the experiment that worked. We optimizing we keep on optimizing and we surface, so we find actionable insights. So whether it be if we want to make a permanent change to the website, or we just want to continue running other experiments or we want to do it just on a certain landing page or the whole website whatever you need to do. It'll surface from the test or from the experiment and then we begin again.
Speaker 1: It's, it's an ever evolving industry. If evolving, as you know digital always keeps on moving, it's, it's fast-pacing. You need to, you need to stay with with the market and what's the speed. And so there's, there's a lot that can change and and there's a lot you can do, There's a lot of opportunities and yeah, exciting times. I think conversion rate optimization a lot of times get seen as scary and it does get neglected by a lot of people. A lot of times I've seen this myself in my 10 years experience and…
Speaker 2: It.
Speaker 1: it's actually quite simple and you just need to start And and that's that's really it. Once you start, you'll see how How the data works for you and how you can just increase and increase and increase your performance, and just get better. And Yeah.
Speaker 2: Cool. Thanks. Thanks. Dene.
Speaker 1: Sorry, I'm starting to rush at the end. I'm seeing where we're running out of time. So I wanted to leave some time for for questions.
Speaker 2: Any questions? If if you don't,…
Speaker 1: Okay. Not everyone once.
Speaker 2: if you don't have a question we have another another request. So next year, we still busy planning, the workshops for next year. If you can just in the top in the text box, just type out. What is the stuff you would like to learn more about? Is it Lee? Generation is a Google Analytics for is an email marketing. Is it like, you know, just that would be very helpful for us in terms of workshops next year and…
Speaker 1: Yeah.
Speaker 2: then, yeah, any questions index was this useful for you? Sam.
Speaker 2: Julia, this is useful for you.
Speaker 5: And yeah, maybe just comment, tell me you hugely valuable. I think is as you know, I'm very new to the game having had a previous discussion with you. And so, and while it's difficult to know what, you don't know, and just just a very, very valuable session. So thank you very much.
Speaker 2: Cool. I think,…
Speaker 1: It's only a pleasure.
Speaker 2: I think the nice point is just to play like, you I think the key to this Yeah,…
Speaker 1: Yeah, you don't even have to go live.
Speaker 2: don't like just play around with with and and what you said earlier as well, is like, I think we're gonna go through some some belt tightening in the next few months. Frankly. and this is, this is a way to increase leads and sales without actually spinning any more money on media. We what we've seen with a lot of clients in this is it's almost too much effort to work on the website and people just spend more money on Google and Facebook and our chronically. Like putting a bit of effort and applying yourself. He, the advantages is like way more here. Otherwise the other the other options just been one, spend more money and throw money at it, but I think people are people are not going to have the budgets in the next couple of months to do that. So this is a very interesting time for this for this to play to improve it.
Speaker 1: And feet to shine, let's be honest. You know,…
Speaker 2: Yeah. So
Speaker 1: so I think Yeah I think it's, it's really just sometimes we we get caught up in, you know, wanting to have everything, perfect, it doesn't have to be perfect. But really it can be a simple as you as you wanted to be and let's just start, you know, we need to start some way.
00:50:00
Speaker 2: Yeah, so Jenny also question, most campaigns run to the website. Does this change? Does this change to an off-site landing page? Now, doesn't it stays on the It stays on the, on the website, we running experiments. I think what Google actually does is so, so the page is the same but when you see the visit to that page, Google then changes some of this the HTML and CSS on the page. So it's actually the same page but it's like it just changes some of the elements on the page.
Speaker 1: I can overlay. Yeah.
Speaker 2: Yeah. It's like an overlay so that's so. So that's why it's full on your website. It just go intercepts to visit and shows it's something different.
Speaker 1: You.
Speaker 2: So you can't do massive changes on the page and But you can do, you can change copy and the layout and and things like that.
Speaker 2: You know. So if you, so I'm going to put the nice email address in this in this thing. If you do want to continue the conversation about
Speaker 2: Conversion rate? Optimization or like to know ways, What is your conversion rate? Is it good?
Speaker 1: Where do you find the data? Yeah.
Speaker 2: Or is it bad? Yeah, I understand the line or just drop. Drop us an email. My email is is in. The is in the thing as well. Just drop us in mail and we'll log into analytics with you and tell you. Okay, that's looking really good and that's That's not good. Any, any other questions?
Speaker 1: Hmm. Happy to help.
Speaker 2: Nothing else. All right, does anybody want to stay stay? We're gonna, we're gonna finish the session at 11. Does anybody want to stay in? And just go into this this system and Google Analytics. Have a look Anybody. Anybody, you can just raise your hand if you want to put it in the chat. No doesn't look like it.
Speaker 1: Thanks Julia.
Speaker 2: Okay. Tonight, let me just put your email address into the chatbot box quickly.
Speaker 1: Cool.
Speaker 2: or lose rice and
Speaker 2: Okay, recording a stop. DNA.
Speaker 2: Here we go. Use the nice email address. Cool. Thanks. Brad. Thanks Lauren. Thanks Aleesha.
Speaker 1: Thanks everyone.
Speaker 1: Have a good week.
Speaker 2: Thanks Jenny. Thanks. Thanks Ida.
Speaker 1: I,
Speaker 2: Cool. Thanks everybody.
Speaker 2: All right, I think we can. We can end the call.
Speaker 2: Okay, thanks Lee. Thanks Aleesha.
Speaker 2: All right.
Speaker 2: Thanks Lee. Thanks Ida.
Speaker 1: Tell a joke. Trump's got formal.
Speaker 2: And a joke.
Speaker 2: Chalk is leaf, just join and lift like 17,000 times.
Speaker 1: Oh, shut up.
Speaker 2: To know, and
Speaker 2: There. Okay. Which we just ended. And we jump on the same goal again.
Speaker 1: Yeah.
Speaker 1: Yeah. Okay,…
Speaker 2: No Green.
Speaker 2: I'll send a new link.
Speaker 1: cool. Hi everyone.
Speaker 2: Bye.
Meeting ended after 01:08:40
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