I spoke Anna Lewis, founder of Polka Dot Data about her talk at Conversion Elite. Having started out in SEO, I wanted to find out how Anna made the move over to analytics.
“You are going to be speaking about Analytics, Identifying and forecasting opportunities for CRO. Would you be able to do this with “free” software, eg Google Analytics only?
What is your favourite analytics software and why?
Well that has to be Google Analytics of course. It was my first, ten years ago and it’s always been there long term for me. It has the ability to help any size business and anyone can use it without much stress, so I really love the power it gives people. In minutes you can get a comprehensive overview of what’s driving traffic to the site, which of these channels are successful, which pages are working well and how the business is performing against conversion KPIs. By spending longer you can pin down so many issues and opportunities and use this information to make improvements to marketing activity, content, user experience and conversion journeys.
How did you get into Analytics and how would you recommend someone start their career (or switch into this new career)?
How long would you recommend an ecommerce manager spend on their website analytics each day (and can you recommend the best reports to pull)?
This might be an unexpected answer, but I’d actually suggest don’t spend too long looking at the data, try to spend longer acting on the data. For this reason I always advocate creating automated dashboards and reports and ensuring they have trend lines and details so you don’t miss anything that you might normally find digging into standard reports. In general, always look at a range of metrics and how they have been trending to ensure you’re not on a downward trend. Always make sure you look at conversion data and other KPIs that tie in to business success. Comparing to last year’s data and seeing how the next month looked will help you forecast where you should be,so that you know what to expect and prepare the business for this is really beneficial.”
Thank you Anna for your time speaking to us at Conversion Elite. We cannot wait to learn more about analytics on June 6th.