Chapter 18 Data Analytics (Motoreasy)
Analyzing data such as behavior has given the opportunity to marketers to analyze every single part of a digital campaign, this will of course lead to better results over time. Successful data analytics are determined by the chosen goals and Key Performance Indicators. There to two types of web analytics, the first is server-based tracking and the other one cookie-based tracking. Analyzing of data is used to discover how users behave, whether outcomes have been achieved, and how appealing the user experience is.
Why is it so important to use data to inform business decisions?
It shows facts and results, these can stimulate decisions or make them to a halt. Without data, decisions are meaningless and useless and could even mess up the company when making big decisions.
 What would you learn from a single-page heat map?
A click heat map can show where customers click on a website, this helps marketers some strong points of changes they need on their website and which part of the website influences a customer.
 What is the difference between a goal and a KPI?
The difference between the two is that a goal is the desired outcome after a certain time period and KPI’s are metrics indicating whether performance is good enough to achieve your goals.
 Case Questions (Motoreasy)
What is a conversion funnel?
A conversion funnel is a process from starting off on a website until the purchase of an item, it indicates how many people start off on a website and how many remain until the end when something is bought.
 Describe what was done here to ensure that more site visitors did what Motoreasy wanted them to do.
Motoreasy looked at the conversion funnel and analyzed where the most potential customers dropped off. Eventually, they came to the conclusion that most people dropped off the buying process, because of the language being too formal. And the benefits of the product being named beforehand but not during the whole conversion funnel process. By changing these problems Motoreasy got what they wanted.
 How did language play a role in this case study?
After the analytic tactics of Motoreasy were finished they came to the conclusion that it was too formal.
 Chapter 19 Conversion optimization (Quirk Education)
Conversion optimization is the testing of an increase in the conversion from a website. Conversion can be any actions a web visitor takes. These conversion optimizations are tested by either an A, a B, or a multivariate test. It is important to understand the environment so a useful test can be created. When first starting a conversion optimization tactic there are certain rules or guides you could adhere, these are; Gather data, Analyze data, Fix anything that’s broken, Design tests, and Report and repeat.
Describe a situation where an A/B test would be more suited as a data-gathering method than a multivariate test.
A/B test is a better test when you want to see if a change in one component influences the result.
 What is a conversion rate, and why is it so important to marketers?
The conversion rate can be calculated by dividing the number of conversions by the number of visitors times 100. The conversion rate determines the success of a campaign/promotion. This is the reason why it is important.
 What can you test on an eCommerce product page?
The things that can be tested on an eCommerce product page are;
 Case Questions (Quirk Educations)
Why can an image make such a difference to someone’s online experience?
Emotions could be attached to certain pictures, this can have different influences towards a person on each a different way. Moreover, it makes it look interesting and subjective.
 Why was testing important in this case?
They do this to maximize the conversion rate and to sell more by the use of the online sellers.
 Discuss why the one image led to more conversions than the other.
The first image had a woman on it and the other had a logo on it, the logo made it look more professional and credible, this made the conversion rate increase.
