The slides from my presentation at Measurecamp 2014 - taking a look at the challenges with web analytics and how behavioural insights can make conversion rate optimisation much easier.

1. Behavioural Insights
& the CRO Process

2. 200,000 years of human history
Written language

3. 60,000
times faster
(source - http://www.billiondollargraphics.com/infographics.html)

6. Web
Analytics
Tests Ideas

7. Web
Analytics
Something is missing here
Tests Ideas

8. Convert
Do Not
Convert
Enter

9. Website title
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur dictum sagittis mollis. Aliquam nec
mauris venenatis, luctus ex et, ultrices metus. Duis at porta quam. In sed nisi id lectus tincidunt fermentum.
Praesent pulvinar nisi vel leo laoreet malesuada. Praesent ullamcorper tempus metus vel gravida. Duis non
fringilla quam. Morbi.
Lorem ipsum
Dolor sit amet
Consectetur adipiscing
Curabitur dictum sagittis
Mollis aliquam nec
Mauris

10. Web
Analytics
Behavioural
Tests Insights
Ideas

11. Reach Converted Didn’t convert

12. Converted Didn’t convert Attention
Product listing
With a really compelling product
description too. About how great
the product is.
Product listing
With a really compelling product
description too. About how great
the product is.

13. Attribution Converted Didn’t convert
Checkout Page
Selected item £10.99
Another item £8.99
Checkout Page
Selected item £10.99
Another item £8.99

14. Replay Converted Didn’t convert
Delivery Details
Name
Email
Postcode
House #
********
***********
**** ****
**
Delivery Details
Name
Email
Postcode
House #
********
Invalid email address
**** ****
**

16. Marketing
Analytics
Compliance/
Fraud
Customer
Services
Sales
Identify top-converting content
Hone the best on-site navigation
Watch and improve user journeys
Optimise conversion rates
Identify suspicious activity
Isolate suspicious user journeys
Watch real session replays
Close loopholes
Watch customer journey
Spot and x their problem
Facilitate online self-service
Build a pipeline of leads
Understand interests of each lead
Notication of repeat visits
Identify high value prospects
Behavioural Insights

17. Discussion Points
What does your CRO strategy look like?
Are analytics metrics useful for CRO?
How do you ll the knowledge gap between
analytics and idea generation - what other tools do you use?