This is the Fourthweek of Conversion Optimization Training. Let get straight into the courses I learned this week.
Course: Google Tag Manager for Beginners
Instructor: Chris Mercer (https://www.linkedin.com/in/chrismerceronline/)
Total time: 7 hrs
Difficulty/Skill Level: Basic to Intermediate
Key Takeaways
· Placing the Split test Code of the platform (e.g. Optimizely) outside of the GTM to stop a rise in page load speed according to mercer.
· There are pre-made tags ready for many platforms/vendors in GTM (e.g. GA, HotJar, Bing, etc.). However, there are certain platforms for whom there aren’t any pre-made tags- for these, you would like to make custom tags.
· Albeit your checkout page is on another domain, you’ll use an equivalent GTM container thereon page.
· Whenever a built-in tag is out there, use that instead of creating a custom one.
· Configure scroll tags to be ‘non-interaction hits’ so that bounce rates aren’t skewed in GA.
Course: Fast and Rigorous User Personas
Instructor: Stefania Mereu (https://www.linkedin.com/in/stefania-mereu-01402531/)
Total time: 47 mins
Difficulty/Skill Level: Intermediate
Key Takeaways
· make sure that the info you’re collecting has relevance and is actionable. E.g. it doesn’t add any value for you to understand what a user’s favourite colour is than if you would like to sell them insurance.
· 3 steps to developing User Personas:
1. Collect the info
2. Identify groups/clusters
3. Build Archetypes
· an outsized part of the time spent in producing personas is really within the process of collecting and cleaning the info. The analysis itself doesn’t take as long. It nearly took about 4 weeks for Stefania to create the last set of customer personas.
· Even Erik said it took him almost 4 weeks to create the last set of customer personas for the product. However, he feels that if he had used out of the box data visualisation tools instead of custom builds, he may are ready to complete the personas in about 2 weeks instead.
· It’s an honest idea to check your survey with a little group of respondents first, before rolling it bent the complete group.
· Exploratory correlational analysis is that the process of reviewing survey data and identifying key underlying themes from the responses to categorise/cluster these responses.
Course: Heuristic Analysis Frameworks
Instructor: Andre Morys (https://www.linkedin.com/in/andremorys/)
Total time: 2hrs 30 mins
Difficulty/Skill Level: Intermediate
Key Takeaways
· SOR Framework: Stimulus, Organism, Reaction. within the case of an internet site, the website is that the stimulus, the organism is that the user’s brain and therefore the reaction is that the results we observe through techniques like A/B tests.
· The 7 Levels of Conversion:
1. Relevance: Is that the proper page for me/my problem?
2. Trust: am I able to trust this company/vendor?
3. Orientation: Where do I even have to click/how do I find the proper product?
4. Stimulants: Why should I buy/click here?
5. Security: Is it safe to try to do that here?
6. Convenience: How easy will everything be?
7. Confirmation: Did I do the proper thing?
· consistent with data collected by Morys’ own company, optimising ad copy for SERPs with emotional triggers improved performance by about 50%. Altering and Optimising the sales page improved the conversions by about 30%. Combined, however, they led to a 90%+ improvement in conversions.
· User personas to believe desired values and emotions (mapped against a ‘Lymbic Map’)
· determine what works by using A/B testing (‘Decoy Strategy’)
Course: Google Analytics Audit
Total time: 2hrs 38 mins
Difficulty/Skill Level: Intermediate-Advanced
Key Takeaways
This was a quite technical course and somewhat repetitive after the sooner 2 GA courses I even have already completed as a part of this mini degree. That said, I used to be ready to get a refresher on a variety of topics including:
· the way to begin to use the developer’s console to ascertain all traffic being sent to Google Analytics.
· the way to use Google Tag Assistant to get how data is being sent to Google Analytics.
· the way to verify some important settings within the Property view: default URL, referral exclusions, custom dimensions, Google Search Console, etc.
· the way to use dataLayer Inspector+ (a Chrome extension) to verify accuracy in reporting page views
· How traffic finishes up in several channels, and the way to audit Google Analytics properties to make sure the principles are being applied.
· and far, much more!
Course: 8 Common Testing Mistakes
Instructor: Justin Christianson (https://www.linkedin.com/in/justin-christianson-33b4836/)
Total time: quarter-hour
Difficulty/Skill Level: Intermediate
Key Takeaways
The 8 commonest testing mistakes are:
Not letting a test run long enough
You need to run a test for a minimum of every week (get a sample size for every day of the week)
2. Testing too many small elements
Try testing major changes instead of trying to optimize smaller, less effective changes.
3. Just testing random things
Analyse your users and are available up with hypotheses to check (to instigate positive behavioural change) instead of just randomly testing small elements and hoping something works.
4. False positives
Use backup tracking and test the ‘winning’ variation against itself to make sure it’s legit.
5. Not knowing when to mention when
Cut losing tests early when it’s clear that waiting longer won’t change the results.
6. Failing to optimise for every traffic source
Separate landing pages for every traffic source (e.g. Paid Search vs. Facebook Ads) helps to offer a truer picture of the user’s interaction together with your ad > your landing page > the remainder of your conversion funnel
7. Only that specializes in conversion rate
Look at the large picture (metrics like Average Order Value or Customer Lifetime Value)- it’s possible to extend conversion rate and lose money (e.g. by reducing the prices and attracting a lot of less valuable customers).
8. Treating low traffic websites an equivalent
In this scenario, you’d be happier 1) conducting qualitative customer research, and 2) that specialize in increasing your traffic
Thanks for spending your valuable time reading my review, I will try improvising my writing and keep you posted about the course.
