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10 views14 pages

Web Analytics and Metrics

Uploaded by

huzaifamoin784
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Web Analytics And


Metrics

LECTURE BY S M HASNAIN RIZVI


Conversion rate optimization
 Conversion rate optimization (CRO) is the process of increasing the percentage of
users or website visitors to take a desired action (such as buying a product or leaving
contact details)
 Online conversion rate optimization (or website optimization) was born out of the need of
e-commerce marketers to improve their website's performance in the aftermath of the
dot-com bubble, when technology companies started to be more aware about their
spending, investing more in website analytics.
 Conversion rate optimization seeks to increase the percentage of website visitors that take
a specific action (often submitting a web form, making a purchase, signing up for a trial,
etc.) by methodically testing alternate versions of a page or process, and through
removing impediments to user experience and improving page loading speeds
 A conversion rate is defined as the percentage of visitors who complete a goal, as set by
the site owner. It is calculated as the total number of conversions, divided by the total
number of people who visited your website.
 For example: Your website receives 100 visitors in a day and 15 visitors sign up for your
email newsletter (your chosen conversion to measure). Your conversion rate would be 15%
for that day.
 C R= C\no of visitors
WHAT IS A/B TESTING & WHAT
IS IT USED FOR
 In statistical terms, A/B testing is a method of two-sample hypothesis testing. This means comparing
the outcomes of two different choices (A and B) by running a controlled mini-experiment. This method
is also sometimes referred to as split testing.
 WHAT IS A/B TESTING USED FOR : A/B testing is often discussed in the context of user experience
(UX), conversion rate optimization (CRO), and other marketing and technology-focused applications;
however, it can be valuable in other situations as well.
 Although the concept of A/B testing was galvanized by Silicon Valley giants, the rationale behind A/B
testing isn’t new. The practice borrows from traditional randomized control trials to create smaller,
more scalable experiments.
 For this reason, professionals also perform A/B testing to gather valuable insights and guide important
business decisions, such as determining which product features are most important to consumers.
 A/B testing is a popular method of experimentation in the fields of digital marketing and web design.
For example, a marketer looking to increase e-commerce sales may run an experiment to determine
whether the location of the “buy now” button on the product page impacts a particular product’s
number of sales.
 In this scenario, version A of the product page might feature the button in the top-right corner of the
page while version B places the button in the bottom-right corner. With all other variables held
constant, randomly selected users interact with the page. Afterward, the marketer can analyze the

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