Här är del 2 av mina anteckningar från konferensen Outfox Your Competition, där talare från branschen gav sin syn på hur ehandlare kan tjäna mer pengar på nätet. Läs också Konverteringsoptimering – del 1 från #outfox2013

Magnus Linde – Kostnadseffektiv eyetracking

  • An important lesson for all digital advertisers is: Being viewable does not equal being seen.
  • Time spent with your ad will increase with size, but only if placed in ”calm” environments.
  • Where to place Display ads and call-to-actions? People’s visual attention is (still) focuesd in upper left corners.

There is a major See vs Say gap in survey results. Imagine case 1 of a survey outcome where 21% answers yes to remembering an ad, and 71% says they ”saw” the ad. In the second case, 40% answered that they remembered the ad, but only 21% says they saw it.

In case 1 you will undervalue the number of contacts for the ad.
In case 2 you will overvalue the number of contacts for the ad.

John Huang – Use Google Analytics to outfox your competition
If you find that 98% of purchases are 1-click-to-conversion then attribution modeling is not for you.
Credit your Display impressions based in the proximity to website visit. You might experience longer purchase cycles than you think.
In multi-channel funnels report, use conversion segments. For example look at conversion likelihood paths: segment on ”purchasers” separately to be able to draw the right conclusions.

Robert Sahlin – Läs mellan raderna
Steer clear of vanity metrics. Conversion rate is one of them! Conversion rate of total visits could just as well be a sign of how much research your customers are doing before completing a purchase. (tips: separate conversion rate and cart abandonment rate).

  • Move marketing budgets to optimisation budget.
  • Think product conversion rates, and not total visitor conversion rate. Do you have a visibility issue, an availability issue (out of stock?) or a conversion rate issue (in the payment step)?
  • Work with propensity segmentation (köpintention, som jag skrev om i måndags!) the customer’s intention and inclination to purchase from you is reflected in their behavior and movements on the website.

Jesper Åström – Den optimala mixen

  • Design should not be pretty, it should be useful.
  • Create an internal competition based on a good, visible and measureable metric.
  • Have at least one hackathon a year.
  • Learn all there is to know about Hummingbird.

Harness the 1:9:90. (1% contribute, 9% comment and 90% just observe) by creating email lists based on the three segments. A way of determining who to put in which segment is by doing an email sendout where you encourage recipients to like, comment or contribute. Then you track and collect the email addresses for the respective actions.

Therese’s Take Aways:

  • Are you stealing share or are you growing the pond? Successful companies are those who don’t just defend their market share towards competition, they embrace innovation and creativity to grow the arena in which they can operate.
  • There is a very high correlation between traffic acquisition and onsite experience and conversion. Is your organisation built to facilitate exchange and collaboration between the two disciplines?