#SMX #33C @kvSajjan Sajjan Kanukolanu, VP, Global Delivery, Position 2 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
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
The Scenario
5
54% Traffic from Mobile1.4% Conversion Rate
42% Traffic from Desktops3.9% Conversion Rate
#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
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
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