Easyjet rebuilt their website allowing people who knew when they wanted to travel but didn’t know where they wanted to go. This resulted in a staggering 26% increase in online sales. Argos changed the button named ‘checkout’ to ‘pay now’ resulting in £89m increase in sales YOY. These are extreme examples, but analytics allows you to measure how people interact with your website (or online marketing), test and tweak it to make more money. We will show you what analytics is and how to use it, as well as tips on free software, how to interpret the data you are getting as well as offering ideas on simple yet effective best practice you can easily put in place to do this yourself.
Speakers at this event included:
Jim Williams (Managing Director, JU2)
Jim has been working in online marketing and web analytics for over a decade helping companies optimise the performance of their digital campaigns through the use of data. Using tools such as Google Analytics and Website Optimizer Jim has helped many organisations understand the behaviour of their online customers. By tracking the performance of key processes within campaigns Jim has enabled all sorts of companies maximise returns from email, search, social media campaigns and other online marketing campaigns.
Starting in the pharmaceutical industry in the 1990s at the height of the dot com boom Jim has worked with the NHS, High Street Retailers, Leisure, IT and Social Media sectors. Using conversion funnel analysis, A/B testing and usability testing and customer analytics to develop a analytical approach to digital marketing. An approach which delivers rapid improvements to online performance at low cost. .Currently President on the Scottish Usability Professionals Association and instigator of Web Analytics Wednesday events in Glasgow.
Andrew Grant (Group Managing Director, Nation1)
Andrew focuses on the overall business strategy as well as managing new business and marketing and PR across the group. He is the guardian of the Nation1 Way, working with the Board and our advisors to ensure the continual evolution of our culture and work practices.
Andrew started Nation1 and the sky isn’t even the limit – because there is no limit. He eyes expansion in Europe, Asia and ever greater success for the agency. Andrew is a member of UKIBC Next Gen Council, The Entrepreneurial Exchange and, as a University of Strathclyde alumnus, helps the institution build business excellence.
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