Digital Analytics

How to Analyze Your A/B Test Results with Google Analytics

A/B testing tools like Optimizely or VWO make testing easy, and that’s about it. They’re tools to run tests, and not exactly designed for post-test analysis. Most testing tools have gotten better at it over the years, but still lack what you can do with Google Analytics – which is like everything. Keep reading »

Product Analytics: A Comprehensive Guide to Using Data for Better Product Decisions

I remember the first time that a client told me how much analytics had helped their business.

They were able to increase their sign up rate for their product by 22% while reducing their marketing costs. It wasn’t magic or fancy tactics. They simply used their analytics data to make informed decisions.

They didn’t have to guess or take huge bets. They knew exactly what was working and what they needed to do more of.

This is power of analytics and more specifically, product analytics.

Keep reading »

How to Avoid Being Deceived By Data

From the outside, it seems like data is impartial. It’s cold, objective, accurate.

In reality though it’s more complicated. In the hands of someone with an agenda, data can be weaponized to back up that viewpoint. Even in the hands of someone benevolent, data can be misinterpreted in dangerous ways.

Keep reading »

5 Questions to Ask When Approaching Digital Analytics Data

It’s all about asking the right digital analytics questions.

Sure, in the right context, you can probably get by doing what Avinash Kaushik refers to as “data puking,” but you won’t excel as an analyst or marketer that way.

In addition, you’ll consistently come up short on bringing true business value to your company.

Keep reading »

Live Course: Google Tag Manager Fundamentals

Announcing our next live online course: Google Tag Manager Fundamentals with Chris Mercer.

Learn GTM to 10x your effectiveness as a marketer
by giving you power and control over your data measurement.

Our 4-week, 8 live class intensive training program will give you

  • A knowledge of how to use Google Tag Manager to deploy third party tracking scripts.
  • The power to set up tracking without having to rely on a developer.
  • A system you can immediately use to make sure all of your tags (HotJar, Optimizely, Mixpanel, etc.) stay organized.

The course starts January 24th.

Full info and enrollment here

The Most Effective Ways to Analyze Session Replay Videos

Session replays are a common conversion research technique. And they can provide a lot of value.

Still, the process is amorphous. I haven’t seen a structured way to approach session recordings other than just sitting down to watch a bunch of them and inferring your qualitative findings, somehow lopping them into the rest of your research stack.

But what if there were a better way?

Keep reading »

How to Handle Mobile "Moneyball Syndrome" & Cross-Device Attribution

It seems all technology is getting smaller and more efficient. It’s certainly true for computers, as smartphones are progressively overtaking their larger counterparts.

According to Dazeinfo research, there were about 1.13 billion smartphone users in 2012. This number increased by 27.1% in 2013 to 1.43 billion, and by 2017, nearly half of global mobile users are likely to own a smartphone.

Band-aiding a mobile experience is no longer a possible solution, as 70% of mobile searches lead to action on a website within 1 hour of searching.

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How to Conduct a SaaS Funnel Audit

Drip, drip.

Did you hear that?

That’s the sound of potential customers leaking out of your sales funnel.

Drip, drip…

Another customer gone.

After fighting tooth-and-nail to launch your SaaS business, the last thing you want is a leaky sales funnel to undermine all your hard work. Because even a small leak can snowball into a gushing cascade of leads, leaving your business bone-dry.

Keep reading »