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Conversion Scientist Brian Massey Discusses Secret Formula for Online Conversions with Jeff Beale
Conversion Scientist Brian Massey discusses the secret to better online conversions with Influential Marketing Expert Jeff Beale - from optimizing your website to efficiently segmenting your traffic for a fine-tuned online marketing strategy.
As a conversion scientist at Conversion Sciences, an Internet marketing agency that provides revenue, ecommerce, and website optimization, ecommerce video, AB testing and a lot more, Brian provides critical tips and tricks on how to handle data collected from analytics by developing a hypothesis and conducting experimentations. "When you start collecting data, this becomes a database that you can ask questions about your visitors," Brian says. "Which of your [website] pages make people run away? Which pages do they seem to like a lot? Which pages will make them convert?"
Brian forewarns that measuring conversions requires more than just inserting code. First, there are changes that need to be made on the website so that analytics can measure it better. "For instance if you have multiple pages asking for a lead conversion, you need to make sure that each of those pages go to a different thank you page, so you can measure the performance of each of those pages individually…
When it comes to cross domains and measuring analytics across different websites but under one company, Brian advises companies to roll everything in one account depending on their target audience. "You want to set up your Google on those account to serve audiences. If you've got US and UK audiences, you want to have separate accounts so you can track those individually, unless there are a lot of cross traffic on those sites." For different sites under one local company (e.g. a corporate site, store site, community site), however, it's good practice to have them under one account. You want to know how people are interacting across each site, and how that is funneling into the store site.
Another issue that Jeff brought up is attribution. "Everyone states that they want the attribution, but they only look at the last click and first click." Brian proposed a brilliant solution that's perfect for smallcompanies. "If your site hasn't been optimized, it's probably best to apply the last click optimization, although we could be getting more conversions with an intricate attribution model… if you could get 40 - 50% in leads just from optimizing the last point, that's a great source of additional business and is usually a nice win."
Collecting and leveraging the data you garner from analytics helps you make informed decisions and pushes you to convert better. Tune in to learn more from the podcast at http://www.mrmarketology.com/
Jeff Beale,Mr. Marketology | www.mrmarketology.com
email@example.com | PHONE: 678-906- 3742