17. Measure everything
• Don’t just measure the goals of your conversion campaign
• Measure against the business goals
• Measure your KPI’s
• Measure as far down the process a possible
22. Measure everything
• Completed applications 2.5%
• The number of completed
applications per visitor up by 3%
• Number of vacancies added to
shortlists up by 25%
• Email job alerts – over 5,000
additional sign ups a month
37. How your business spends money
• Cost Per Application = £1.70
• 12% uplift = 8,000 additional applications
• Cost Per Application x additional applications = cost to purchase
• £1.70 x 8,000 = £13,600
38. How your business spends money
Picture Credit: The Simpsons 20TH CENTURY FOX
39. How your business spends money
Picture Credit: warning: By Lip Kee from Singapore, Republic of Singapore (060219 heed warning sign.jpg
43. Takeaways
• Understand your business
• Understand your users
• Give yourself extra KPIs
• Test where a 1% uplift has the most impact
• Measure everything
• Demonstrate value
• Always base your figures on the past
Never measure against a single goal or conversion point, this is essential and ensures that your conversion uplift is not taking from goal to give to another.