Measurefest 2013 Roundup

PushON | October 24th 2013

Measurefest 2013

PushON attended the MeasureFest conference in London last Thursday (17th October 2013). Our delegates (Nikki and myself) found a lot to learn from the 14 talks across 4 group sessions covering conversion rate optimisation, measurement, analytics and business optimisation.

Here’s a rundown of the speakers and their presentations, hopefully they’ll help to inspire you to test some changes for conversion rate optimisation of your own. Where possible, we’ve also embedded the very same slides shown to us on the day.

Conversion Rate Optimisation

A Framework for CRO by Paddy Moogan, Distilled (@paddymoogan)

  • It takes 10,000 hours to become a true expert in any given field (5 years of full time work). However, you can get 90% of the way there in just 20 hours.
  • Before beginning CRO you must first get to know the business, its goals, USPs, customer needs etc. This will ensure that you know exactly what needs testing.
  • Experiment with the data that you have, making sure that you have a clear hypothesis.
  • Split test by ensuring some traffic is always going to the original version of the page, minimising risk and providing accurate comparisons.
  • Be patient. Don’t rush things, ensure you have sufficient data to and then compare the results to your hypothesis.

Cultural Conversions and International eCommerce by Joe Doveton, GlobalMaxer (@GlobalMaxer)

  • CRO work should be implemented step by step. Try to tackle everything at once and it just won’t work!
  • Don’t just translate – localise! Carry out appropriate research according to the region – language is constantly changing. Use tools based on data from the search engines in the regions you are targeting to inform your research.
  • Colours can be perceived differently in different countries.
  • Consider the technology available in each location to avoid targeting people with content that they cannot access.
  • Consider the preferred payment methods for your audience, and ensure these available.

Mobile CRO by Stephen Pavlovich, Conversion Factory (@conversionfac)

  • Use of mobile devices and tablets is still increasing, making mobile CRO vital.
  • User intent can be established mobile-optimised surveys
  • When designing a mobile layout, begin by drawing on the back of a business card – they’re a similar size to most mobile screens!
  • By using heat mapping on your desktop site, you can judge which are the most important elements to carry across to your mobile layout



MeasureBest by Philip Sheldrake, Euler Partners (@Sheldrake)

  • Create value when using social for marketing; don’t just try to sell
  • Always asks “so what” of your results. How do they effect real-world business outcomes?


The Analytics Renaissance by Ben Harris, Decibel Insight (@Decibelinsight)

  • Consider what information in analytics is going to be most useful.
  • Traffic + UX + Content = success
  • Segment your visitors and make your judgements and changes based predominantly on the most valuable
  • Test your site as a user. Trial various browsers, view visitor playbacks, heatmaps etc.


Excel, You Love To Hate It by Russell McAthy, Stream:20 (@therustybear)

Russell delivered a host of tips in this presentation on Excel. Data wranglers of the world should all take a look through his slides below, where he explains them better than I ever could!

Attribution with Google Analytics by Dara Fitzgerrald, FreshEgg (@darafitzgerald)

  • Beware, assisted conversions and last click conversions can lead to the same data being reported twice.
  • Attribution modelling tool can be used to determine how to spread attribution.
  • Multi-channel funnels won’t tell you how many people went through a particular path but failed to convert. Data-driven attribution, available only to premium users, takes this into account and provides a “likelihood to convert”.
  • Set up a goal to identify repeat customers (such as those visiting from two or more devices).


Getting Google Analytics Going from Get Go by Nikki Rae, Future Insight Analytics (@AnalyticsGirl)

  • Traffic data can be confused.
  • Incorrectly tagged paid visits can be recorded as “organic”, while visits through apps such as Tweetdeck can be recorded as “direct”.
  • Even visits from one page on your site might be recorded as a “referral” if your cross domain tracking is not set up correctly.
  • Ensure you only have one homepage registered within your Google Analytics account by using a simple search and replace filter.

The Power of Segmentation in Web Analytics by Anna Lewis, Koozai (@Koozai_Anna)

  • Segmentation allows you to target different users of your site differently depending on how you want to behave, and to see the difference in performance.
  • 52% of digital marketers feel that successful online marketing is dependent on the ability to segment data.
  • You can import a range of dashboards and segments from the Google Analytics solutions gallery.
  • Segments can be set up by visit, or by user across multiple visits.

Real Time Business Insights by Ryan Gallagher, IOVOX (@ryangllghr)

  • Big data is so BIG, that you have to search for data within a given context and pull out what is important to you.
  • Map trends to find the factors that affect visits. For example, mobile visits might increase on sunny days.
  • Use the data gathered to influence sales.


Business Optimisation

Customer Value Optimisation by Andrew Hood, Lynchpin (@lynchpin)

  • Focus on increasing customer value, alongside CRO
  • Acquisition and retention should be focused on at the same time
  • Identify what works to best keep customers returning
  • Customer value analysis should be informed by in depth statistical modelling


What is Possible with Call Tracking by Ali White, CallTracks (@AlistairWhite)

  • 83% of shoppers require some sort of support during an online transaction
  • 71% require support within the first 5 minutes
  • 61% of support is via telephone
  • 70% of users will call businesses directly from the search results
  • By adding dynamic tracking numbers, you can allow for individual visitors level tracking to establish the path they took through the site before making the call
  • Visitors who have called you should then be excluded from remarketing. CRM integration is essential.

And Finally…

Dealing with Not Provided by Dr. David Sewell, FreshEgg (@seoeditors)

  • (not provided) keyword tracking will forces the various marketing channels to speak to each other and consider the wider picture
  • Consider which landing pages are being used and where your site ranks for these terms.
  • Also consider visitor location to estimate location based keywords.
  • Use the not provided tool to estimate the keywords for your (not provided) traffic.

Leveraging Your Competitors’ CRO Efforts by Yousaf Sekander (@ysekand)

  • By reviewing the tests your competitors are running, and considering how you can use the results they have achieved, you can save yourself the time and expense of carrying out the same tests
  • You can monitor split testing on a site using

So there we have it, something to learn for everyone! To complete the Measurefest experience, go grab yourself a Bud, Stella or miniature bottle of wine, and start thinking about how you can start applying all this advice to your own site.

Did you attend Measurefest? Missed it but thinking of attending next year? Leave us a comment and let us know!