Daniel Robertson: Data analytics for social impact
Ever more flexible and powerful, the data visualisation landscape is also increasingly complex. If you are lost with data visualisation/BI tools, I can help you to get started.
In this analytics blog I shed some light on the features and capabilities of two lead data viz players: Google Data Studio and Microsoft Power BI.
I’m please to announce that, in partnership with my client Blue17, we’ve put together a new case study on web analytics and conversion rate optimisation.
Blue17 provide quality upcycled vintage fashion. Our work together encapsulates many aspects of digital analytics for ecommerce, including tagging, conversion analysis, CRO, and website development.
Blue17 have been selling high-quality, upcycled vintage clothing for over 25 years. With an established physical store in Islington, London, and a developing online business, the time was right to employ a structured and strategic approach to web analytics and conversion rate optimisation (CRO).
With Daniel having experience working in the charity sector, non-profits and NGO’s – and with us being in the recycling industry – we felt Daniel would be well equipped to understand our online ecommerce business core values and its development needs.
It’s clear that Daniel has a wealth of experience and insight that is an essential asset to any committed website owner. It’s surprising that many webmasters seem to ignore the requirements for data analytics and CRO prior to website design and SEO campaigns.
In retrospect, we would have benefited greatly through working with Daniel some years ago, with data informing decisions rather than guesswork.
We’re really pleased to have discovered Daniel and we look forward to continuing working with him.
Blue17 sought an expert analytics freelancer with experience in retail and conversion rate optimisation.
Daniel Robertson’s substantial experience in ecommerce, analytics work with businesses large and small, and interest in sustainability made the relationship a natural fit. Blue17 are part of the circular economy and have a recycling ethos at their heart, while providing quality, unique vintage fashion to customers.
We were able to get up to speed quickly with the Blue17 business, current challenges, and objectives. Using a structured approach, we spoke with the client to establish the business and ecommerce website background before undertaking a full analytics audit.
Working with developers, we streamlined the analytics tagging setup and made some key updates to Google Analytics. Next, we added a range of new analytics tracking – in the form of custom events and goals – to give us more granular insight into user behaviour and site conversion.
Once this was in place and we were collecting reliable data, we performed a site conversion analysis to identify key drop-off points and areas of concern throughout the online shop.
We looked at various site sections, traffic sources, and device types. This insight - allied with years of experience, best practices, and ideas from the business - fed into a CRO roadmap. The roadmap lists targeted site improvements, fixes, and tests: all geared towards improving engagement and conversion.
Phase 1 of testing – an initial batch of tests across different site areas - yielded some promising initial results. We then re-analysed key areas, including micro-level drop-off through the checkout and key CTA buttons via our new Google Analytics tracking, before moving on with Phase 2 of testing.
Google Optimize allows us to have up to 5 tests or personalisations at any one time. Testing options include AB and more sophisticated multivariate tests (MVT), which allow us to test multiple changes all at once, essentially running several concurrent AB tests on a given page.
Our CRO roadmap aims to approach conversion improvements from many angles, with tests focusing on different parts of the website as well as utilising different concepts like elements of persuasion, behavioural economics, and UX improvements. We have also taken on a key role in briefing and managing all developer tasks related to the roadmap.
As a freelance data analytics consultant, it’s fantastic to work through a structured process from the beginning all the way to making analytics and conversion optimisation part of BAU. We are now up and running with a full CRO programme and over time are aiming to achieve substantial increases in conversion rate in collaboration with Blue17 and their developers.
If you'd like a consultation about how I can help your organisation with data analytics or conversion rate optimisation, you can find me on LinkedIn, or email me at [email protected]
I’ve been working on a few analytics tool comparison projects lately, utilising my experience across web analytics, CRO (conversion rate optimisation), and data visualisation/BI.
I thought I’d kick off a series of posts with one of the most direct and action-oriented uses of analytics: CRO.
The current crisis is tough on everyone. I recognise that even in the good times, charities, non-profits, and NGOs can struggle to fund, deliver, and justify their essential work.
We’ve all suffered losses in business, funding, and activity (not to mention the terrible human toll of Covid-19), so I’ve decided to offer some pro bono consultancy to any charities large or small who would like to explore the potential of data analytics.