See slides from Ometria's latest breakfast seminar, with talks from Mitch Goldman and Dr Mike Baxter. To hear the talks from these industry experts, click here: - Dr Mike Baxter: Conversion Optimisation: Processes for optimising your ecommerce performance (http://youtu.be/p6K1WITxMk8) - Mitch Goldman: 3 ecommerce dashboards you should be using (https://www.youtube.com/watch?v=Mv5wDFCM_uo)

1. Breakfast seminar - 25th September 2014
Performance Marketing for
Ecommerce
Get into the habit of focusing on what matters

2. The Team
Ivan Mazour
CEO
Dr Alistair James
CTO
James Dunford
Wood
CCO
Djalal Lougouev
CPO
Josh Pierson
Business
Development Exec
Rita Braga Martins
Research &
Marketing Assistant
Hannah Stacey
Content Marketing
Manager
Barak Chamo
Front-End Developer
Ed Gotham
Head of Demand
Generation
Rui Ramos
Head of Front-End
Simeon Visser
Back-End Developer

4. MITCH GOLDMAN
PRODUCT OWNER AT MADE.COM
A Magento Magician, Mitch has developed a wealth of experience in making sure
Magento stores run efficiently. He has over 19 years' experience in various roles as a
project manager and product owner. He is also the organiser of the London Magento
User Group and London Magento Hackathon.
LONDON.MITCH@gmail.com

5. THREE TECHNICAL DASHBOARDS
you should be monitoring

6. WHAT IS A DASHBOARD?
dashboard
ˈdaʃbɔːd/
noun
1. the panel facing the driver of a vehicle or the pilot of an aircraft,
containing instruments and controls.
“containing instruments and controls”

7. POSITIVE DASHBOARDS ARE GREAT

8. POSITIVE DASHBOARDS ARE GREAT
BUT THAT’S ONLY HALF THE STORY

9. NEGATIVE DASHBOARDS
WEB PAGE ERRORS PAGE SPEED / UPTIME
SEARCH TERMS, NO RESULTS

10. DASHBOARD #1: WEB PAGE ERRORS

11. BROKEN LINKS

12. LINK JUICE
Source:
Linkdex

13. SITE MAP ERRORS

14. Screaming Frog SEO
DASHBOARDS:
Google Webmaster Tools
A1 Website Analyzer
Google Analytics

15. DASHBOARD #2: PAGE LOAD SPEED

16. CUSTOMER SATISFACTION
Source:
Strangeloop

17. GOOGLE SATISFACTION
Source:
Zoompf
Google’s most important page speed measurement
is…?

18. MARKETING BUDGET SATISFACTION
Source:
ClickEquation
s

19. DASHBOARDS:
Loadimpact
Pingdom
WebPageTest
Google Analytics
YSlow

20. DASHBOARDS:
Adwords Performance Grader (Wordstream)
Google Page Speed Insights

21. PAGE SPEED IMPROVEMENTS
● Better hosting and hardware
● Reduce image sizes
● Minify javascript
● Caching (Varnish, etc)
● Reduce/remove 3rd party plugins

22. DASHBOARD #3: NO SEARCH RESULTS

23. DASHBOARDS:
Google Analytics
Magento Search Terms

24. SPELLCHECK
Checkdog
A1 Website Analyzer

25. MIKE BAXTER
Digital Transformation Consultant
An ecommerce consultant since 2001, Mike has worked with the giants of the online world (Google,
Skype, Argos, Dell) as well as several highly successful SMEs (Crabtree & Evelyn, Cox and Cox,
Joy).
He is the author of several best-practice white papers (including Econsultancy's best-selling
Checkout guide), and is an industry course leader on the world’s first MSc in Digital Marketing
Communications.

26. Conversion Optimisation
Systematic processes for the optimisation of
ecommerce performance
By Dr Mike Baxter

27. “Football is a simple
game, made
complicated by idiots”
Attributed to Bill Shankley,
Manager Liverpool FC
1959 to 1974
Performance Marketing
breakfast seminar

28. Performance Marketing
breakfast seminar
Testing & Optimisation
Less evidence/data-based
More evidence/data-based
Non test-based
● Just change it (heuristics-based)
● Insight from analytics and change it
Consecutive testing
● Insight → change → check
Concurrent testing (split testing)
● Statistically tested
● Statistically designed & tested
● Statistically, always-on testing

29. Agenda
Conversion optimisation made simple
● Many simple things
● A few big things
● The biggest thing of all – evidence-based improvement
Performance Marketing
breakfast seminar

30. Performance Marketing
breakfast seminar

31. Aggregation
of
Marginal Gains
Dave Brailsford
Manager, TeamSky & Olympic Cycling Teams

32. Design for Mobile
iPhone / iPad
66% conversion rate increase
101% revenue growth
Android
407% conversion rate increase
591% revenue growth
Non-mobile devices
20% conversion rate increase
41% revenue growth
Source: www.lukew.com/ff/entry.asp?1691

33. Image Carousels
John Lewis home page
3 images
5 seconds per image

34. For more, read
vwo.com/blog/category/conversion-optimization-2/

35. Clickable Lifestyle Images

36. Remove Social Sharing Buttons
Why would I want to do that?
● Reduce page load time
● Avoid showing customer negative (or unimpressive)
social proof (check e.g. www.sharedcount.com)
● Remove distractions

38. Performance Marketing
breakfast seminar

39. Split tests and statistical significance
How statistical significance varied over time in a split-test run by Airbnb:
nerds.airbnb.com/experiments-at-airbnb/

40. Etsy
apptimize.com/blog/2014/01/etsy-continuous-innovation-
ab-testing/

41. Performance Marketing
breakfast seminar
Evidence-based optimisation
Follow the money

42. 80% of land is owned by 20% of people
80% of peas come from 20% of pods
The Pareto Principle / The Law of the
Vital Few / The 80:20 rule
Performance Marketing
breakfast seminar
Vilfredo Pareto
1848 – 1923 Born in Paris, Italian national, worked
mostly at University of Lausanne in Switzerland

43. The Pareto Curve - Long Tail
20% of products
generate 80% of sales
Performance Marketing
breakfast seminar
Sales
Sales
20% of customers
account for 80% of
sales
Customers Products

44. Performance Marketing
breakfast seminar
Core analytics
Repeat customers
Average order value Cost of acquisition Interval to next purchase
Time (months) Time (months) Time (months)

45. Core analytics
Repeat customers
Average order value Cost of acquisition Interval to next
Acquisition channel purchase
Direct
Organic search
Paid search
Affiliates
Display
Email
Referral (social)
Referral (other)

46. Core analytics
Performance Marketing
breakfast seminar
New visitors
Visits Sales
Conversion
Likelihood to
repurchase
Repeat customers
Average
order
value
Cost of acquisition Interval to next
purchase
Churn

47. Conversion Optimisation
Systematic processes for the optimisation of
ecommerce performance
By Dr Mike Baxter