4 Underused Data Points For Conversion Optimization On Your Site

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Let’s suppose that you tired of a blank wall and wanted to hang a picture on it. What do you need? The simple mounting system, some hobnails and a hammer. If you approach the problem thoroughly, you can use a laser level and other workshop’s things.

With a hammer, everything is clear this is the conversion rate, which affects profits and, in fact, the success of the whole enterprise. But what are the hobnails? They are simple and potentially powerful metrics that are on the surface.

Jeremy Smith, a columnist for the Marketing Land website, believes that the CRO-professionals too passionate about “progressive” reports and sometimes forget about the main things. Like, speed of the site, bounce rate, the statistical errors and comparative analysis of the data.

I wonder what they will tell to the careful analyst?

Speed of the site

“You may have heard that everybody in Google obsessed with the download speed, – wrote Amit Singhal and Matt Cutts in the official Webmaster Central blog back in 2010. – Increasing the sites’ download speed is not only important for website owners, but also for all Internet users. “

Why is this important?
Today, site speed is a primary importance in the calculation of the position of the site in search results. Plus, bounce rate mainly depends on the speed. When your site is slow, not only the users suffer, but your profit. The faster your website loads, the more comfortable user’s journey is and the potential profit higher.

How to interpret the data
This post contains the best tools to assess your site.

Note: Different services can produce different numbers, so for the purity of the experiment I recommend using several tools at the same time.

We believe that Pingdom gives the most accurate results, and PageSpeed Insights – the best advisor on how to fix the problems and improve the productivity.
Instructions for motivation:

– If your site is loading on the desktops more than 4 seconds, things are bad.
2-4 seconds to load the page – in the normal range, but you still should intervene;
1-2 seconds – a good point for most sites;
less than 1 second – you did an excellent job!

In the case of mobile devices, the demands are stricter twice and achieve such results is very difficult.

Bounce Rate

Bounce Rate is the percentage of visits, which, as a result, was carried out only one action. And this is one of the most controversial small metrics in the history of web analytics.

The point is: 

For adequately estimation of the bounce rate, you must configure the events in Google Analytics, which will take into account non-obvious user actions (such as scrolling, the transition for external links) to learn how to separate the wheat from the chaff and do not panic. The, first of all, bounce rate indicates that your proposal was not convincing enough for the user passed by reference or filling out a form on your website. But this does not mean that content itself is wrong or that the user closed the tab and forgot about your company.

Why is this important?

But there is another side of the coin – the lower the bounce rate, the better conversion rate.

The formula is simple: if the users stay with you, more likely you are interesting to them. But if they refuse from content, then sell anything to them will be much harder.
How to interpret the data?

To find the bounce rate, visit “Google Analytics → Audience → Overview”. For more estimate point, search for data for the specific types of users or pages. As in the previous case, here’s a reminder for the superficial (well, very superficial) assessment of your affairs:

Bounce rates:

0-15% is too good to be true. Check the tracking codes and make sure that web analytics set up properly.
15-40% – very good.
41-54% – the average, which can be improved.
55-70% – above average. You need to improve it!
71-90% – sound an alarm.
+ 91% – it’s rubbish.
It’s important to understand that the “market standard” may differ depending on your niche. But, of course, the lower the bounce rate – the better.

Tip: To optimize the experience for your users, don’t dwell on the banal «OK Google high bounce rate on the blog how to fix it.” Looking for information on how to optimize landing pages: I am convinced that all the flagship solution in CRO and custom schtick appear there. Now it only remains to apply them to your website or blog. In this case, use common sense and always remember the specifics of the behavior and motivation of the user.

Statistical error
Welcome geeks, this item of an article is for you. Any quality problem of the research is that the findings don’t always match the real situation. The numbers on the basis of which the decisions for an advertising campaign made – it’s not the absolute values, and to navigate the situation, based on research, it’s necessary to take into account the observation error.

Why is this important?
While optimizing the conversion rates, we regularly face with tests: A / B-, multivariate testing, etc. Got the results, we think “Hooray, it’s ready! Now, the answer is obvious.”

Nothing like that. Every, every single one result contains the statistical error, which can lead the advertising campaign in the wrong direction.
How interpret the data?
Some marketing tools take into account the error, but the majority – don’t do that. Even if your system doesn’t have this option, you can use a simple web calculator powered by KISSmetrics called Get Data Driven. It’s enough to feed it with data analytics – and within seconds you’ll get a persuasive advice in what direction you should be developed.
Let’s suppose your test results  didn’t passed. What to do?

– Test longer. The сontinuous test will provide more data, and also shed light on the long-lasting benefits.
– Increase the sample. It’s simple: the larger – the more accurate.

Comparative data analysis by years
Comparative Analysis – is not a self metric rather it’s a different data mix. The idea is to compare current data with the same period year/two/three years ago. This approach reflects the concept of long-term strategy and allows you to look at your work from a bird’s-eye view.

Why is this important?
Because you think globally. Because you’re learning to correlate cause and effect, both internal and external. Create YOY-report (Year Over Year) you can in a couple of clicks in Google Analytics. Here is a good example:
How to interpret the data?
In the beginning, you need to determine which data you should work with. With any. Classic set that will suit any marketer: conversion rate, bounce rate, traffic, CTR … And then everything is easier: if indicators has improved, everything is fine. If everything is the opposite – it means that something went wrong.

Or not?

The zest of the YOY-analysis is in a strategic thinking. You have to remember the state of the global and local markets, about Google and Yandex activity, which directly affects the metrics of your site. And the most important – the seasonality that is inherent to any business. In some cases, it couldn’t be entirely obvious, even unpredictable. Strategic Thinking + comparative analysis should reveal all the cards.
Even if this article is written for the Conversion Optimizers (who sometimes forget about the simple, but critical metrics), it’s also useful for business owners. All four reports, about which I wrote above, don’t require any deep knowledge of web analytics or prolonged manipulation in the depths of GA. And they can tell a lot. It all depends on your awareness and understanding of your own business, the ability to think critically and, more importantly, strategically.

Productive insights!


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