HOW TO: Turn your data into personalization insights and increase revenue
Step 1: Organize your data – get a 360° view.
Let’s break the data into three parts: external circumstances, acquisition, and on-site behaviors.
External circumstances: what are the events, problems or interests in the general zeitgeist and/or customers’ lives that your services or goods speak to?
To find these, you must first clearly define your “Value Add” (what need or problem are you solving?)
Second, you have to find where and when this need or problem is most pronounced.
Google trends is the easiest way to do this.
Start by choosing the location, time periods, and categories you’d like to focus on. Then, in the search bar, put in the problem you’re solving.
Google will, then, show you where and when that topic was trending.
Now, compare these graphs with your revenue.
Do the trends displayed in Google correlate with your revenue?
If so, then you’ve found an external factor that influences your business.
(Note: do this with as many topics as possible. The more you account for external factors, the fewer confounding variables you have in steps 2 and 3).
Acquisition: the channels through which visitors are arriving.
For this, we’re also going to rely on Google since Google Analytics can provide a detailed understanding of the traffic arriving at your site.
Note: There are also options through Facebook pixel to track cohorts with likes and impressions. This is a bit more complicated to set up.
On-site behaviors: what visitors are clicking, what pages they’re seeing, how far they’re scrolling, what they are buying, how often they’re visiting, time between click and scroll interactions, etc.
This is by far the hardest data to capture as there’s no easy or free service. Google Analytics will give you some of this. Your sales or meeting request data will give you another section, but to get behavioral data you’ll likely need to employ a third-party.
At TUP, this is the data we provide in the dashboard:
This data allows you to understand what paths and elements best drive revenue as well as what parts of your site are working and which aren’t.
Take advantage of our Summer Special
A FREE Campaign-to-conversion Persona Analysis ($1,000 value) and full access to the Dashboard
Step 2: Connect the dots – target your efforts.
Now that you understand the external factors that influence your business, the acquisition methods that drove the most traffic to your site, and what the corresponding demographics of that traffic are, you’re ready to target Ads and email campaigns.
Craft messages and/or advertisements that target the locations and demographics that produce the highest traffic for you AND send/deploy these messages during the appropriate social, economic, and political situations
Step 3: Carry the torch – turn your targeted traffic into high yield conversions.
Now that you’re sending targeted traffic to your site, make sure you direct your traffic to those pages that you know convert them.
The best way to understand which pages are converting is by understanding your user flow. Google analytics has a chart that displays user flow. However, it’ll only be helpful if you’ve also spent the time inputting a way to measure conversions.
At TUP, we take it one step farther and also display which site elements are moving traffic from one page to another. This allows for a meaningful understanding of the paths users are taking, and which site elements they are best responding to and can learn and optimize accordingly. Explore a demo.
The million dollar question: once you understand user flow and which site elements are converting, how can you optimize these for your targeted traffic?
A few ways:
- Create new landing pages for each targeted persona.
- Use A/B or multivariate testing to improve the click-through rates on high traffic pages.
- Create dynamic funnels: deploy real-time UX changes for each persona.
For the best results, of course, you want to do all three of these. However, if you only create a few new landing pages and A/B test a few things, you’ll see an increase in conversions as you’re continuing your targeting, which means you’re proving a more consistent brand experience and more efficient user flow.
Finally, if you have any questions, reach out and we’ll be happy to walk you through how you can do this on your own or with our help.