#SMX #33C @kvSajjan

Sajjan Kanukolanu, VP, Global Delivery, Position2

SEM Analytics: Giving Your Educated Guesses An Advanced Degree

Audience Centric Analytics For Successful Landing Pages

#SMX #33C @kvSajjan

Sajjan Kanukolanu, VP, Global Delivery, Position2

SEM Analytics: Giving Your Educated Guesses An Advanced Degree

Audience Centric Analytics For Successful Landing Pages

#SMX #33C @kvSajjan

Former product design engineer..

..turned Digital Marketer in New York !

Lead strategy & planning @Position2

Help accelerate demand for digital marketers across B2B & B2C - Paid Acquisition, Content, website & Marketing Automation

What I Do..

#SMX #33C @kvSajjan

#SMX #33C @kvSajjan

Success Story

#SMX #33C @kvSajjan

The Scenario

5

54% Traffic from Mobile1.4% Conversion Rate

42% Traffic from Desktops3.9% Conversion Rate

#SMX #33C @kvSajjan

Increase The Mobile Conversion Rate (Form Fill)

Our Objective..

#SMX #33C @kvSajjan

Conventional Wisdom Told Us

• Simple landing pages with form prominently placed

• CTA above the fold

• Avoid long form content

• Dedicated landing page vs. website page

• Minimize interactions/visuals; limit distractions

AdvertiserCentric

#SMX #33C @kvSajjan

Position2’s 4 Step Audience Centric Framework

The Tools

UI/UX Decisions

User Testing

Analysis:The Interactions

High ImpactLow Impact

Understand audience

behavior

Understand your audience’s pain

points

Fix your audience’s pain

points

Listen to your audience

1

2

3

4

#SMX #33C @kvSajjan

Go Beyond The Basics

Google Analytics

Great for in-depth Analytics

Hotjar

Great for understanding user actions

in a visual form

Visual Website Optimizer

Testing platform

The Tools1

#SMX #33C @kvSajjan

Dissect The User BehaviorAnalysis:

The Interactions2

High Bounce Rate

Low Engagement

High New Visitors

#SMX #33C @kvSajjan

Desktop InteractionsAnalysis:

The Interactions2

100%

55%

89%

#SMX #33C @kvSajjan

<40%First 4 Fields

Analysis:The Interactions2 Mobile Interactions

#SMX #33C @kvSajjan

Conventional Wisdom Mobile Strategy

Beyond Conventional WisdomUI/UX

Decisions3

• Content is priority

• Accessible CTA. But CTA should not be the only experience

• Scrolling is native to mobile behavior

• Mobile-first landing page build• Make visuals informative. Entice to

take action• Faster load time• Light weight images

• Keyword to page relevance

• Offer a simple landing page with prominent form

• CTA always need to be above the fold• Avoid long form content

• Dedicated landing page vs. website page• Minimize interactions/visuals, as these can

be distractions

#SMX #33C @kvSajjan

The ConceptUI/UX

Decisions3

Scroll 1 Scroll 2-3 Form

#SMX #33C @kvSajjan

The Experience

#SMX #33C @kvsajjan

User Testing4

#SMX #33C @kvSajjan

Bounce Rate Reduced by

23%

Engagement Increased by

118%

Mobile Conversion RateIncreased to 2X

User Testing4 Results

#SMX #33C @kvSajjan

Audience Centric Analytics

The Tools

UI/UX Decisions

User Testing

Analysis:The Interactions

High ImpactLow Impact

Understand audience

behavior

Understand your audience’s pain

points

Fix your audience’s pain

points

Listen to your audience

1

2

3

4

#SMX #33C @kvSajjan

LEARN MORE: UPCOMING @SMX EVENTS

THANK YOU! SEE YOU AT THE NEXT #SMX

Tweet to me @kvSajjan