Digital Marketing Raw

User Behavior and Conversion
Optimization
Presented by-
Abhinav Choukade 19003
Sakshi Agrawal 19013
Shubham Yadav 19211
Vidushi Shukla 19027
Taniya Zamindar 19098
Himanshu Shekhar
User Behaviour
Demographics
Customer
Behaviour Acquisition
Flow Behaviour Channel
Analytics
Browser
&
Extension
More understanding over User Behaviour
• Acquisition Channel: Customer acquisition is a crucial part of any business and choice of
the right acquisition channel plays an important role in this. Some examples of customer
acquisition channels are social media, email, search, online video, mobile video, online
display, mobile display, over-the-top (OTT) TV, and connected TV (CTV), etc.
• Behavior flow: It is a route that a user follows on the web page from the time of start to
the time of the end in his/her visit. Behavior flow is difficult to capture, but there are
some tools such as ‘Behavioral Flow Report’ to analyze the behavior of the visitors when
they visit the website and adjust the content as per the requirement of the customers.
• Browser and Extension: There are a number of browsers that we can choose from (see
Figure 2). Important points to consider while choosing a suitable browser are support for
plugins and the processing power it uses. To know its presence and effect of its
marketing strategy, a business can use various browser extensions, e.g. Ghostery, Page
Ruler, ColorZilla, etc.
• Demographic: Demographic is one of the important things that we can use in behavioral
analytics (see Figure 3). Commonly used demographics are gender, age, location,
languages knew, annual income, parental status, etc. Demographic helps in
understanding website visitors and making important decisions related to estimating the
size of the target marketing audience, and means of communication for more effective
marketing.
Operational Process NETFLIX
•Collecting data from their 139 million subscribers
•Implementing data analytics models to discover customer

behavior and buying patterns.
•Then, using that information to recommend movies and

TV shows based on their subscribers’ preferences
Data Collection Data Analytics Recommendation

NETFLIX- Use of data analysis
• To recommend the best suited program
• To engage customer
• To build loyal customers
• To develop customer proffered programs
• To produce new shows
Data Collection Points
Presentation Way(creative)
What is a conversion?
• A conversion is the general term for a visitor
completing a site goal. Goals come in many shapes
and sizes. If you use your website to sell products,
the primary goal (known as the macro-conversion) is
for the user to make a purchase. There are smaller
conversions that can happen before a user completes
a macro-conversion, such as signing up to receive
emails. These are called micro-conversions.
Examples of conversions
Macro-conversions: Micro-conversions:
• Purchasing a product • Signing up for email
from the site lists
• Requesting a quote • Creating an account
• Subscribing to a • Adding a product to
service the cart
What is Conversion Rate
Optimization?
• Conversion rate optimization (CRO) is the
systematic process of increasing the
percentage of website visitors who take a
desired action — be that filling out a form,
becoming customers, or otherwise. The CRO
process involves understanding how users
move through your site, what actions they
take, and what's stopping them from
completing your goals.
Why Required
A/B vs Multivariate
A/B testing is the process of comparing two versions of a web page, email, or
other marketing asset with just one varying element
A/B Test
Multivariate
• Multivariate testing is a technique for testing a
hypothesis in which multiple variables are
modified. The goal of multivariate testing is to
determine which combination of variations
performs the best out of all of the possible
combinations.
Step I
Step II
Leveraging User Behavior Analytics to Improve Conversions:
Send Personalized Emails Based on User Behavior Analytics-
○ leverage user behavior analytics to identify behavioral patterns and segment your customers based on them
○ then send more relevant and personalized emails based on these customer segments
○ Example- Amazon sends out marketing emails with product recommendations based on a customer’s past
purchase behavior
Make Personalized Product Recommendations-

○ Recommending relevant products to each customer can increase the chances
of conversions
○ Understand the Browsing and Purchasing Behavior of individual customers
○ Then compare this data against performance data of different products
○ Then recommend best selling products in different categories
○ Baby products retailer, baby & tiener, used personalized product recommendations on their website and saw a
revenue increase of 13.4%.
19
Create Personalized Landing Pages Based on Referral Traffic-
o Used for tracking the referral traffic for your site visitors
o if someone clicks on an ad promoting your latest collection, they should land on a
page showcasing the collection
o Example-Target displays the following banner offering 10% off on baby items using
a certain discount code
Use Exit Reports to Find Testing Opportunities-

o Why do people leave your website without converting?
o maybe people are leaving your website after reading about
o your services
o Or maybe they’re leaving in the middle of the checkout process
o User behavior analytics help you determine which pages
on your site have the highest exit rates without being the
final piece of content
20
Personalize Experiences for New and Return Visitors-
o How you treat your new site visitors and your existing customers shouldn’t be the
same
o You should immediately engage your new visitors and encourage them to make
their first purchase
o Encourage them to subscribe in return of new offers such as discounts on first
purchase
o Not every customer is relevant to business
o User Behavior Analytics can be used to determine to whom to
display these offers
o Try analyzing the time they spend on your site, how many pages
they visit, their intention to exit, etc.
o Example- Myntra, Flipkart, Make My Trip, Yatra.Com
6
THANK YOU

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User Behavior and Conversion

•Implementing data analytics models to discover customer

•Then, using that information to recommend movies and

Data Collection Data Analytics Recommendation

Make Personalized Product Recommendations-

Use Exit Reports to Find Testing Opportunities-

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