Website Analytics & CRO
Driving performance improvement through Conversion Rate Optimisation (CRO)
How aware are you of your websites ability to acquire the right traffic and drive it towards an appropriate conversion? How regularly do you assess the impact of technological or behavioural change and shift your strategy accordingly?
It takes a regular and consistent commitment to analysis, measurement and incremental change to ensure that your web platform is performing consistently over time. This should take the form of monthly assessment of your platforms key performance indicators and a schedule of incremental test and learn activities to ensure you are achieving your goals.
At Deepend, Analytics & Insights is a core competency and underpins the framework with which we engage with all our clients on an on-going basis. We mine all available data sources and look for true behavioural insights around which to shape things like content strategy, user experience and conversion drivers.
Working with P&O Cruises, we developed custom benchmarking reports that looked at key metrics specific to P&O. Amongst other KPIs, these reports looked at things like lead time to booking per cruise type and destination.
After looking at several months data, we noticed that Cruises had very different booking lead times, dependant on their destination. For example, there is a general perception in Australia that cruises to the South Pacific are plentiful, and therefore they were booked much closer to their departure date. This insight was critical to reshaping the yield strategy and marketing strategies for each cruise type. This far more segmented approach to pricing, marketing and yield management drove huge uplifts in revenue for P&O, as they began to refrain from discounting for particular cruise types before it was actually necessary.
Core to this initial engagement with P&O were our Website Analytics & CRO Audit, the perfect first step in understanding and shaping a structured response to improving their website performance and CRO.
Our Web Analytics & CRO Audit
Lay the strategic and structured groundwork for your success
Summary of our approach:
Creating a shared understanding of the business and problem context
Mine the data and look for trends. Segment by relevant audiences and dimensions
Implement tracking to ensure we can ask questions of the data and validate assumptions
Create hypothesis about what is driving a trend and how we can act or find out more (e.g. test)