[{"data":1,"prerenderedAt":1050},["ShallowReactive",2],{"blog-en-conversion-rate-explained":3,"related-en-conversion-rate-explained":334},{"id":4,"title":5,"author":6,"body":7,"category":316,"description":13,"extension":317,"image":318,"isToc":319,"langAlt":6,"meta":320,"metaDescription":6,"navigation":321,"path":322,"published":321,"publishedAt":323,"readingTimeMinutes":324,"readingTimeText":325,"relatedArticles":326,"seo":330,"stem":331,"teaser":332,"updatedAtCustom":6,"__hash__":333},"blog_en\u002Fen\u002Fblog\u002Fconversion-rate-explained.md","Conversion Rate Explained",null,{"type":8,"value":9,"toc":309},"minimark",[10,14,17,30,35,38,42,45,48,51,55,58,61,70,73,76,79,86,89,92,96,99,102,105,108,115,118,123,126,131,143,146,151,154,157,169,173,176,181,184,188,202,206,214,218,226,230,238,242,250,254,269,272,275,281,286,295,302],[11,12,13],"p",{},"In reality, you probably wouldn't want your site to be on one of those lists. However, there is a way to make the conversion rate really matter as a metric that can help you improve your site.",[11,15,16],{},"There are three things to review:",[18,19,20,24,27],"ol",{},[21,22,23],"li",{},"What is the conversion rate?",[21,25,26],{},"Why isn't it the answer to all of the world's problems?",[21,28,29],{},"What can you do to make a conversion rate more meaningful?",[31,32,34],"h2",{"id":33},"what-is-conversion-rate","What is Conversion Rate?",[11,36,37],{},"The conversion rate is the percentage of visits to your site that result in a conversion. For most site owners, a conversion can be a sale or a lead of some kind, typically related to the number of visits or sessions:",[39,40,41],"note",{},"\nConversion Rate = Number of Sales \u002F Number of Visits\n",[11,43,44],{},"If your store is visited 100 times and 5 of those visits end in a sale, you have a 5% conversion rate.",[11,46,47],{},"The reason people care about that, and the big idea behind conversion optimization, is that if you can figure out how to increase your conversion percentage, you will increase sales for the same traffic costs.",[11,49,50],{},"But that isn’t exactly the case.",[31,52,54],{"id":53},"why-conversion-rate-isnt-the-answer-to-all-your-problems","Why Conversion Rate Isn't the Answer to All Your Problems",[11,56,57],{},"A higher conversion rate doesn't always mean higher performance.",[11,59,60],{},"The simplest way to explain this is with an example. Here are the stats for two days of activity on one e-commerce site:",[62,63,64,67],"ul",{},[21,65,66],{},"Day 1: 4% conversion rate. (5000 visits, 200 sales)",[21,68,69],{},"Day 2: 10% conversion rate. (1000 visits, 100 sales)",[11,71,72],{},"On the second day, the conversion was more than double the rate from day 1. Yet, it's easy to see day one was a much better day for the business (assuming all outgoing costs were the same).",[11,74,75],{},"When focusing on a conversion number, we are pretending that every visit to our site is a potential sale. Although, not all visits to your site have the potential to convert. While that might be true for a particular PPC landing page, it is very rarely true for an entire site.",[11,77,78],{},"Visitors may be checking the status of their orders, looking for your phone number, job hunting, grabbing a link to share with a friend, or any number of other activities. Focusing purely on improving the overall conversion rate from any given visit ignores scores of other possibilities.",[11,80,81,82],{},"It’s also possible that ",[83,84,85],"strong",{},"making your site more engaging may reduce your conversion rate.",[11,87,88],{},"Let's say you have an e-shop, with absolutely no content other than products. Your average customer comes to the site once a month and buys once every two months. To try and improve this, you add a blog to the site with really engaging content. Suddenly, your average customer is visiting the site twice a week.",[11,90,91],{},"To maintain your conversion rate, you'd have to persuade your longtime loyal customers to buy once per week, instead of once every two months. In other words, your site has most definitely improved, and it's very likely your headline conversion rate will go down. Conversion rates vary wildly based on the visitor type.",[31,93,95],{"id":94},"conversion-rates-vary-wildly-based-on-the-visitor-type","Conversion rates vary wildly based on the visitor type",[11,97,98],{},"A first-time visitor to your site who has never bought your products, is far, far less likely to make a purchase than an existing, proven-to-be-loyal customer. On the opposite, a very loyal customer and a regular visitor are far less likely to be influenced to make a purchase because of minor conversion tweaks.",[11,100,101],{},"Combining those two groups together is like putting first-time house buyers into a big pot with castle owners and trying to make sense of the strange average housing prices.",[11,103,104],{},"Visitors from different traffic sources also differ wildly. Direct visitors convert well as that user group tends to contain more existing customers. Likewise, brand and non-brand search terms, generic and long-tail terms vary too.",[11,106,107],{},"That’s where users come in.",[11,109,110],{},[111,112],"img",{"alt":113,"src":114},"","\u002Fupload\u002Fcolumn-rates-graph.webp",[11,116,117],{},"The thing is, growing your site will often decrease conversion rates.",[119,120,122],"h5",{"id":121},"look-at-another-example","Look at another example:",[11,124,125],{},"Here are 2 alternative tables of numbers for a site bringing in £565k in revenue over the period we're looking at.",[11,127,128],{},[111,129],{"alt":113,"src":130},"\u002Fupload\u002Fconversion-example-1.webp",[11,132,133,134,138,139,142],{},"We can see most channels convert between 1% and 3%, yet visits ",[135,136,137],"em",{},"\"direct\""," to the site & via ",[135,140,141],{},"\"email\""," are far more likely to result in a customer purchase (25% chance and 14% chance).",[11,144,145],{},"Hence, the focus sits considerately on the best converting channels. We send out more emails, and we turn off many of the other channels:",[11,147,148],{},[111,149],{"alt":113,"src":150},"\u002Fupload\u002Fconversion-example-2.webp",[11,152,153],{},"The overall conversion rate has more than doubled. Revenue is the same, and we've probably saved a lot of advertising costs.",[11,155,156],{},"That all looks fantastic at first glance. However, we've turned off most of the growth channels of the site. Look at the second table again and ask:",[62,158,159,164],{},[21,160,161],{},[135,162,163],{},"In a year's time, will we still be able to squeeze out new sales from our same old email list?",[21,165,166],{},[135,167,168],{},"Will we be able to win back the customers our competitors have grabbed from us through their PPC and affiliate campaigns?",[31,170,172],{"id":171},"make-conversion-rates-meaningful-again","Make Conversion Rates Meaningful Again",[11,174,175],{},"Despite all of these ugly limitations (and more), the conversion is still an incredibly powerful tool. Here are some tips to make more sense of conversion and take impactful steps to improve your results.",[177,178,180],"h4",{"id":179},"measure-conversion-rates-contextually-not-literally","Measure conversion rates contextually, not literally",[11,182,183],{},"An increase in conversion rate can be caused by a vast decrease in visitors coupled with a gentler decrease in sales.",[177,185,187],{"id":186},"use-it-as-a-question-prompt-rather-than-an-answer","Use it as a question prompt rather than an answer",[11,189,190,197,198,201],{},[135,191,192,193,196],{},"\"My conversion rate has gone up 3%, ",[83,194,195],{},"why","?\""," Avoid using ",[135,199,200],{},"\"my conversion rate has gone up 3%\""," as a declaration of results.",[177,203,205],{"id":204},"it-works-really-well-for-very-specific-tasks","It works (really well) for very specific tasks",[62,207,208,211],{},[21,209,210],{},"Building individual landing pages around conversion",[21,212,213],{},"Putting together an email with conversion in mind.",[177,215,217],{"id":216},"break-your-conversion-rate-down-by-channel","Break your conversion rate down by channel",[62,219,220,223],{},[21,221,222],{},"Generally, acquisition channels like non-brand pay-per-click will convert at a far lower rate than your site average. Seeking to improve those rates individually will save you (and make you) far more money than treating it as part of a bigger 'overall conversion' number.",[21,224,225],{},"Separate out your channels, figure out which you can impact through conversion optimization, and focus on those instead of your headline conversion rate.",[177,227,229],{"id":228},"break-conversion-rate-down-by-visitor-type","Break conversion rate down by visitor type",[62,231,232,235],{},[21,233,234],{},"Split out \"new visitors\" and \"returning visitors\" (or better yet, \"previous buyers\" and \"never bought before\").",[21,236,237],{},"Remember that superficial site changes are far more likely to affect new visitors than old visitors. Your existing customers are swayed by brand, service, product quality, delivery, etc. Your new visitors are far more swayed by perception.",[177,239,241],{"id":240},"break-it-down-by-task","Break it down by task",[62,243,244,247],{},[21,245,246],{},"If your site has several key tasks (e.g. sales, customer support inquiries, leads, account top-ups) treat those as separate conversion tasks.",[21,248,249],{},"If they are important to you, split those tasks from each other, and track work to increase their rates individually.",[177,251,253],{"id":252},"focus-on-micro-conversions","Focus on micro conversions",[62,255,256,263],{},[21,257,258,259,262],{},"Instead of asking ",[135,260,261],{},"\"how can I increase the conversion rate of my site?\""," and wondering where to look first, break this down into smaller chunks.",[21,264,265,266],{},"Start with your most important pages & journeys, e.g. ",[135,267,268],{},"\"what percentage of searches result in a click to a product page? What can I change about our search results to improve that?\"",[11,270,271],{},"Increasing conversion rates has been one of our main goals and we have successfully helped our clients to improve the performance of their websites.",[11,273,274],{},"Get in touch with us and discover how we can help you increase conversions, retention rates, and performance of your marketing strategy.",[276,277,280],"action",{"link":278,"button":279},"\u002Fen\u002Fget-in-touch\u002F","Contact Us","\n Our methodology has successfully revealed and corrected the data issue and supported the accuracy of the evaluation for multiple clients. Contact us for more information. We can ensure the accuracy of your A\u002FB testing too. \n",[11,282,283],{},[83,284,285],{},"Read more about our solutions:",[11,287,288],{},[289,290,294],"a",{"href":291,"rel":292},"https:\u002F\u002Fcrossmasters.com\u002Fen\u002Fproducts\u002Ftv-advertising-effectiveness\u002F",[293],"nofollow","Increase your TV Ad effectiveness",[11,296,297],{},[289,298,301],{"href":299,"rel":300},"https:\u002F\u002Fcrossmasters.com\u002Fen\u002Fwhat-we-do\u002Fmeasurement-and-optimization\u002F",[293],"Digital measurement optimization",[11,303,304],{},[289,305,308],{"href":306,"rel":307},"https:\u002F\u002Fcrossmasters.com\u002Fen\u002Fwhat-we-do\u002Fmarketing-performance-consultancy\u002F",[293],"Building and improving MAdTech Architecture",{"title":113,"searchDepth":310,"depth":310,"links":311},2,[312,313,314,315],{"id":33,"depth":310,"text":34},{"id":53,"depth":310,"text":54},{"id":94,"depth":310,"text":95},{"id":171,"depth":310,"text":172},"Guides","md","\u002Fupload\u002Fconversion-rate-article-cover.webp",false,{},true,"\u002Fen\u002Fblog\u002Fconversion-rate-explained","2020-06-25T12:00:00.000+00:00",6.83,"7 min read",[327,328,329],"content\u002Fen\u002Fblog\u002Fstarting-with-waaila.md","content\u002Fen\u002Fblog\u002Fgetting-the-most-out-of-permission-marketing.md","content\u002Fen\u002Fblog\u002Fcan-tv-become-a-performance-channel.md",{"title":5,"description":13},"en\u002Fblog\u002Fconversion-rate-explained","We've all seen the articles with the headline “Top 10 Converting Websites” that made us ask ourselves, “What can I do to get my site to those stratospheric levels?”","2DjFrwqQlszU9Q5llpu91w1tIy0zCCSwfg2HmxEwmGM",[335,492,682],{"id":336,"title":337,"author":6,"body":338,"category":6,"description":342,"extension":317,"image":481,"isToc":319,"langAlt":6,"meta":482,"metaDescription":6,"navigation":321,"path":483,"published":321,"publishedAt":484,"readingTimeMinutes":485,"readingTimeText":325,"relatedArticles":486,"seo":488,"stem":489,"teaser":490,"updatedAtCustom":6,"__hash__":491},"blog_en\u002Fen\u002Fblog\u002Fcan-tv-become-a-performance-channel.md","Can TV become a performance channel?",{"type":8,"value":339,"toc":469},[340,343,346,356,359,362,366,369,389,394,397,401,404,408,411,415,418,421,425,428,432,435,440,444,449,455,458,466],[11,341,342],{},"One of the goals of the performance part of a TV campaign can be to attract more potential customers and raise the website traffic, in other words, to take action. You can then target these customers via remarketing and other digital channels. Thus, TV advertising can bring new customers to your site that you haven't yet managed to reach online.",[11,344,345],{},"This effect can be measured as traffic on your website or the company name search results on the internet increase within a few minutes or seconds after your ad is broadcasted, compared to regular traffic.",[347,348,349],"blockquote",{},[11,350,351],{},[83,352,353],{},[135,354,355],{},"Three-quarters of TV viewers watch their favorite show with a \"second screen\" in their hands, mobile or tablet, and often see advertised sites after watching ads.",[11,357,358],{},"It means looking at TV advertising from a different perspective - you do not want to broadcast it to as many viewers as possible but to the viewers who will respond to it.",[11,360,361],{},"In a regular TV campaign evaluation, you can see if several members of the target audience saw the ad, remembered it, and liked it. If you look at the broadcast spot in terms of performance, you can measure its immediate effect on all viewers by analyzing site traffic. This way, you can optimize the ad itself and its placement in the broadcast.",[31,363,365],{"id":364},"how","How?",[11,367,368],{},"Three complex steps can be harder to take than it might seem. Each step involves smaller steps.",[18,370,371,374,377,380,383,386],{},[21,372,373],{},"Evaluate your previous campaigns",[21,375,376],{},"Consult with experts to increase your strengths",[21,378,379],{},"Test and then evaluate different TV channels",[21,381,382],{},"Compare different lengths and versions of spots",[21,384,385],{},"Split your budget into multiple sections and run your campaign one at a time",[21,387,388],{},"Create a clear “call-to-action” message",[390,391,393],"h3",{"id":392},"_1-evaluate-your-previous-campaigns-to-see-which-channels-shows-and-broadcast-times-delivered-the-highest-response","1. Evaluate your previous campaigns to see which channels, shows, and broadcast times delivered the highest response",[11,395,396],{},"Track short-term traffic increases (peaks) during the time your ad airs. You need to know the normal daily traffic first and compare it to these peaks. The advanced statistical computing and comparison of before and after campaign state uncover, which ads, showtimes, or TV channels work the best. The results can be truly dramatic. TV Ad analysis can be a very powerful tool for further investment.",[390,398,400],{"id":399},"_2-consult-with-your-media-agency-to-increase-your-strengths","2. Consult with your media agency to increase your strengths",[11,402,403],{},"Redistributing the budget from inefficient (cost \u002F visit-acquisition) ads to those that drive more traffic increases ROI. Thanks to the correlation between the short-term and long-term effects of TV advertising, the marketing investment in the short-term effect of advertising will positively reflect on the brand. However, solely relying on official statistics and people meter measurements usually don’t provide informative value for your campaign, sufficiently. When a million people see your ad in news, ten come to your site. The same ad that airs in the afternoon in a music show can receive 100 visits and 10 conversions. Although the first spot was predicted to have a better effect, the second spot proved to be better in terms of performance.",[390,405,407],{"id":406},"_3-test-different-tv-channels-or-broadcast-times-and-evaluate-which-were-the-most-successful","3. Test different TV channels or broadcast times and evaluate which were the most successful",[11,409,410],{},"Often the results are very surprising. Unusual formats and times can bring unexpectedly positive outcomes. Even if testing your TV ads on a focus group, it may happen that its perception will be very different from reality and larger target groups. Thus, do not be afraid to advertise, for example, cosmetics in between a show on cars, perhaps you will find that car drivers like to buy gifts for their wives and are grateful for any help.",[390,412,414],{"id":413},"_4-compare-different-lengths-and-versions-of-spots","4. Compare different lengths and versions of spots",[11,416,417],{},"Different spots can have dramatically different response rates. Viewers respond differently to ads placed in shows and in between two shows. Some TV spots have a significantly higher response when broadcasted after the show, and some excel when placed directly into an advertising break within a single show. There can also be a big difference if the spot is placed first, within the series of the advertisement, or as the last one.",[11,419,420],{},"Keep in mind that your perception of the spot will probably be different from the way an ordinary viewer understands it. You, your team, and your agency know the product or service in detail. The main testing, quantitative research, will be conducted during the broadcast. There you will be able to measure very precisely how appropriate each ad type is for the target group, whether the short or long version of the spot works better. When evaluating, consider also other parameters: day of the week, holiday, holiday in the region, championship match on another channel.",[390,422,424],{"id":423},"_5-split-your-budget-into-multiple-sections-and-run-your-campaign-one-at-a-time-to-adjust-the-layout-over-time","5. Split your budget into multiple sections and run your campaign one at a time to adjust the layout over time",[11,426,427],{},"Try to distribute your campaign in several waves, analyzing the results over time, and using the insight from one wave to optimize the next. It can help to optimize your campaign, reach higher performance, and increase ROI.",[390,429,431],{"id":430},"_6-significant-call-to-action-doubles-viewer-response-in-the-form-of-site-visits-and-searches","6. Significant \"call to action\" doubles viewer response in the form of site visits and searches",[11,433,434],{},"People mostly relax while watching TV. Therefore, if you want a TV campaign to be productive, your message should be crystal clear. Explicit instruction for what people should do will grow the response 80-100%. Sell ​​your old phone, buy our goods, order a service, register now! Make it easy for viewers to make decisions and tell them what you want them to do. It is much easier for them to respond to advertising. This “performance” part of the TV ad can very elegantly complement a brand-focused message. Out of curiosity, think about how many TV ads you see actually meet this rule?",[11,436,437],{},[111,438],{"alt":113,"src":439},"\u002Fupload\u002Fexperimentmeasureevaluate.svg",[31,441,443],{"id":442},"conclusion","Conclusion",[11,445,446],{},[83,447,448],{},"Experiment. Measure. Evaluate. This is the only way to get the best results.",[11,450,451,452],{},"After each broadcast of the spot, compare its performance with the previous ones. If it worked exceptionally well, try repeating the constellation to see if you can replicate the success. You pay the same attention to flops. Which of the parameters had the main influence on the fact that only a few dozen visits came after the broadcast? ",[83,453,454],{},"Define, test, and turn TV advertising into a performance channel.",[11,456,457],{},"Start-ups that have started running TV advertising after maxing out their online marketing channels are challenging this “it is not possible” attitude. Especially e-commerce players and other online transaction-focused companies, such as online gaming companies, can track the immediate impact of a TV ad through their websites.",[11,459,460,461,465],{},"Evaluate your TV Ad and get the most out of with. We have analyzed many TV spots and were able to provide valuable insights to improve TV ads and support better decisions for the next campaigns. The ",[289,462,464],{"href":291,"rel":463},[293],"analysis"," is beneficial on many different levels, and depending on the purpose of the campaign, the analysis provides valuable insights and supports better decisions for future campaigns to achieve more effective marketing and better performance.",[276,467,468],{"link":278,"button":279},"\nContact us and improve your sales from your TV spots.\n",{"title":113,"searchDepth":310,"depth":310,"links":470},[471,480],{"id":364,"depth":310,"text":365,"children":472},[473,475,476,477,478,479],{"id":392,"depth":474,"text":393},3,{"id":399,"depth":474,"text":400},{"id":406,"depth":474,"text":407},{"id":413,"depth":474,"text":414},{"id":423,"depth":474,"text":424},{"id":430,"depth":474,"text":431},{"id":442,"depth":310,"text":443},"\u002Fupload\u002Ftvmeasurement-li-banner.webp",{},"\u002Fen\u002Fblog\u002Fcan-tv-become-a-performance-channel","2020-06-24T12:00:00.000+00:00",6.145,[487,328],"content\u002Fen\u002Fblog\u002Fmachine-learning-in-marketing-practice.md",{"title":337,"description":342},"en\u002Fblog\u002Fcan-tv-become-a-performance-channel","Television advertising is not only brand awareness activity. Our analysis uncovers that TV Ad supports digital advertising, paid and unpaid channels very well and contributes to improved efficiency. One part of the advertising effect remains branded, yet the other creates some measurable performance.","Fgty4mD-e9Knxmu8d9Y1JrfOBJ3UnC4o0JOxypMPZRo",{"id":493,"title":494,"author":6,"body":495,"category":670,"description":113,"extension":317,"image":671,"isToc":319,"langAlt":6,"meta":672,"metaDescription":6,"navigation":321,"path":673,"published":321,"publishedAt":674,"readingTimeMinutes":675,"readingTimeText":676,"relatedArticles":677,"seo":678,"stem":679,"teaser":680,"updatedAtCustom":6,"__hash__":681},"blog_en\u002Fen\u002Fblog\u002Fgetting-the-most-out-of-permission-marketing.md","Getting the most out of Permission Marketing",{"type":8,"value":496,"toc":657},[497,501,504,508,511,515,526,530,550,554,561,568,572,583,587,598,602,606,609,613,616,620,623,627,634,636,639,654],[31,498,500],{"id":499},"defining-permission-marketing","Defining permission marketing",[11,502,503],{},"Permission marketing is based on customers' anticipation, personalization, and relevancy to build lasting customer relationships, and lead successful campaigns through utilizing customers' consent. The concept was introduced by Seth Godin, who discovered that successful marketing campaigns succeed because of seeking customer's consent. As a non-traditional marketing approach (opposed to direct or interruption marketing) it contributes vitally to your overall brand image.",[31,505,507],{"id":506},"interruption-marketing","Interruption marketing",[11,509,510],{},"On the contrary, interruption marketing is a well-known and heavily practiced type of marketing messaging that customers did not ask to receive. With new privacy laws it is now being pushed back, however, there are still some popular examples such as radio ads, video ads, billboards, flyers, that might be disturbing to the customers. This approach is quick, can target large audiences at once, and can be a fast way to increase temporary sales, yet it is perceived too pushy and the retention is quite low. On the other hand, permission marketing is respectful toward the customer’s privacy, emphasizing the relationship value.",[31,512,514],{"id":513},"benefits-of-permission-marketing","Benefits of permission marketing",[11,516,517,518,521,522,525],{},"Permission marketing, in its true application, provides more benefits than one might think. ",[83,519,520],{},"Targeting only interested groups"," of customers lowers marketing costs, boosts the engagement, and subsequently increases conversion rates, hence not wasting resources on those, who find their interest elsewhere, or prefer different offers. Besides, it ",[83,523,524],{},"also demonstrates an ethical form of marketing",". Thus it mostly helps to build lasting relationships based on trust, resulting in positive customer lifetime value.",[390,527,529],{"id":528},"the-main-benefits-of-actively-using-consent-management-are","The main benefits of actively using consent management are:",[62,531,532,535,538,541,544,547],{},[21,533,534],{},"Visibility to interested groups, right audience",[21,536,537],{},"Increased customer engagement",[21,539,540],{},"Growing conversion rates",[21,542,543],{},"Increased retention and loyalty",[21,545,546],{},"Strong relationships built on trust",[21,548,549],{},"Better customers lifetime value",[31,551,553],{"id":552},"customers-intent-is-an-opportunity","Customers’ intent is an opportunity",[11,555,556,557,560],{},"Many companies have already adopted, or at least tried, some form of permission marketing. Since the enforcement of various data privacy regulations, e.g. GDPR or CCPA, companies are now obliged to ask permission to use their customers' data, respect their privacy while using the data, and extend the right to opt-out. When the regulations were introduced, the majority of the organizations perceived them as an unnecessary business obstacle, excessive costs, something that would decelerate their marketing and communication efforts. ",[83,558,559],{},"Choosing to look at it as a threat, is a wasted opportunity."," In our experience, changing the perception and incorporating permission marketing into marketing activities is much more beneficial than only being aligned with the law without further thinking.",[11,562,563,564,567],{},"Leveraging, what customers have to say about their interests, is a ",[83,565,566],{},"competitive advantage"," in every industry, especially in such an oversaturated market of online shopping. However, there is much more to it than just choosing yes or no.",[31,569,571],{"id":570},"right-approach","Right approach",[11,573,574,575,578,579,582],{},"The key is to ",[83,576,577],{},"present more granular"," choices of opting-in. From the customer point of view, having only two extreme options might invoke the negative one in order to avoid constant marketing 'invasion' from all sides. Eventually causing a lose-lose scenario. Whereas being able to choose, for example, channels, frequency, and specific offers will ",[83,580,581],{},"ease the pressure",", in addition to helping them find what they really want.",[31,584,586],{"id":585},"let-your-customers-know-that-you-care","Let your customers know that you care",[11,588,589,590,593,594,597],{},"The results from our research uncover that customers prefer to have control over the settings, be able to choose what they want to be communicated and how often. The customers appreciate being asked about their interests. It demonstrates that the company notices them as individuals and care for them. ",[83,591,592],{},"Just the question itself increases the probability of the purchase,"," for example, when asking a customer if they plan to buy a car, instead of not asking it. Continually working with their preferences, being able to detect when it changes, and immediately considering it, ",[83,595,596],{},"positively impact their attitude toward the brand"," and the company. The initial investment is small compared to the overall increased revenues. The outcome can be visible soon after the first steps, whereas the effect is long-term.",[31,599,601],{"id":600},"permission-marketing-best-practices","Permission marketing best practices",[177,603,605],{"id":604},"clear-instructions","Clear instructions",[11,607,608],{},"One of the first steps toward effective permission marketing is transparency and clear communication. Let your customers know how and where they can consent or opt out when they change their preferences.",[177,610,612],{"id":611},"tell-them-your-intentions-upfront","Tell them your intentions upfront",[11,614,615],{},"Customers will appreciate knowing, how often you will contact them, what topics you will present. It helps them decide what is relevant and what they like.",[177,617,619],{"id":618},"preference-management","Preference management",[11,621,622],{},"Let the customer choose the right option or the combination of marketing communication, for example weekly or bi-weekly. They might feel overwhelmed or want to be contacted differently, they may change their preferences, and providing them with space where they can do so helps the business to target the relevant audience and the customers to find what they need.",[31,624,626],{"id":625},"effective-management","Effective management",[11,628,629,630,633],{},"Although permission marketing seems easy, setting it up correctly and harvesting the most out of it from the beginning can be quite challenging. The crucial part of the process is ",[83,631,632],{},"collecting the necessary permissions via marketing automation",". However, the differentiation lays in managing it all effectively.",[31,635,443],{"id":442},[11,637,638],{},"Permission marketing brings many benefits not only to the customers but it certainly strengthens the relationships between them and the brand. Implementing this approach ensures customer loyalty and increases customer lifetime value. Privacy is not a threat, it is an opportunity to get to know your audience better and deliver relevant content with appreciated communication.",[11,640,641,642,649,650,653],{},"The good news is you do not have to tackle it by yourself. We have solved many similar problems for our clients by implementing ",[289,643,646],{"href":644,"rel":645},"https:\u002F\u002Fcrossmasters.com\u002Fen\u002Fproducts\u002Fwecoma\u002F",[293],[83,647,648],{},"Wecoma",", our Web Consent Management product, which is principally developed to adjust the company's permission settings. ",[83,651,652],{},"Wecoma creates new opportunities for marketing strategy."," This product advances not only web marketing, but also emailing, mails, text messages, and other forms of communication.",[276,655,656],{"link":278,"button":279},"\nTo understand more deeply, how this marketing approach can help your business to grow, get in touch with us today!\n",{"title":113,"searchDepth":310,"depth":310,"links":658},[659,660,661,664,665,666,667,668,669],{"id":499,"depth":310,"text":500},{"id":506,"depth":310,"text":507},{"id":513,"depth":310,"text":514,"children":662},[663],{"id":528,"depth":474,"text":529},{"id":552,"depth":310,"text":553},{"id":570,"depth":310,"text":571},{"id":585,"depth":310,"text":586},{"id":600,"depth":310,"text":601},{"id":625,"depth":310,"text":626},{"id":442,"depth":310,"text":443},"Products","\u002Fupload\u002Fpermmision-marketing-article-cover.webp",{},"\u002Fen\u002Fblog\u002Fgetting-the-most-out-of-permission-marketing","2020-04-29T12:00:00.000+00:00",5.215,"6 min read",[327,487],{"title":494,"description":113},"en\u002Fblog\u002Fgetting-the-most-out-of-permission-marketing","Sending nicely prepared newsletters to inform about new products and great offers continuously, yet still reaching low engagement and unsatisfactory conversion rate? Well, the problem might be in not embracing your customers' intent.","bFNH-LcP3x15yvAs2-eodhnqFaofgL5WGYgxxILgbVc",{"id":683,"title":684,"author":6,"body":685,"category":670,"description":689,"extension":317,"image":1037,"isToc":321,"langAlt":6,"meta":1038,"metaDescription":6,"navigation":321,"path":1039,"published":321,"publishedAt":1040,"readingTimeMinutes":1041,"readingTimeText":1042,"relatedArticles":1043,"seo":1046,"stem":1047,"teaser":1048,"updatedAtCustom":6,"__hash__":1049},"blog_en\u002Fen\u002Fblog\u002Fstarting-with-waaila.md","Starting with Waaila",{"type":8,"value":686,"toc":1024},[687,690,697,705,712,716,733,737,778,789,792,799,803,809,813,820,825,836,843,846,851,855,861,868,873,880,885,889,896,899,926,929,933,940,943,948,964,968,979,982,987,991,1001,1009,1022],[11,688,689],{},"Data quality validation is not a question of IF rather than WHEN and HOW. With the Waaila application, you can easily check your data in Google Analytics to reveal defects and errors. You can choose from many provided tests or create your own. The application is an AI-based advanced algorithm to detect anomalies and issues in the data from your Analytics platform (Google Analytics or Piano Analytics).",[11,691,692,693,696],{},"In order to get the most of the application, even if you have no experience with data validation, you can use prepared sets of tests available for free in Marketplace inside the application. We recommend starting with the ",[83,694,695],{},"Waaila – GA Starting Kit"," containing a set of predesigned basic tests that are a great initial point toward higher quality data.",[39,698,699,704],{},[289,700,703],{"href":701,"rel":702},"https:\u002F\u002Fwaaila.com\u002F",[293],"Sign up","\n for Waaila app and start validating your data today for free.\n",[11,706,707],{},[111,708],{"alt":709,"src":710,"title":711},"preview of Waaila Market place","\u002Fupload\u002Fwaailastartingkit.webp","Waaila Starting Kit",[31,713,715],{"id":714},"setup-a-dataset-and-use-the-test-editor","Setup a dataset and use the Test Editor",[11,717,718,719,721,722,724,725,728,729,732],{},"In this section, we explain how to create a dataset from a test collection in Marketplace and provide a brief description of the Test Editor where individual tests can be edited and run. To start using the ",[83,720,695],{},", go to Waaila Marketplace, select the ",[83,723,695],{}," test set, open it and click in ",[135,726,727],{},"“Add to library”"," button. When the test set copies to your library of tests, click on ",[135,730,731],{},"“Use in dataset”"," button.",[390,734,736],{"id":735},"how-to-create-a-new-dataset","How to create a new dataset",[18,738,739,745,752,755,766,769,772],{},[21,740,741,742],{},"Select an existing depot where the dataset should be located or create a new one by selecting the option ",[135,743,744],{},"\"Create a new depot\".",[21,746,747,748,751],{},"Next, select the option to ",[135,749,750],{},"\"Create a new dataset\""," (tests can also be added from the library to an existing dataset in this step if you already have some existing datasets).",[21,753,754],{},"Select the provider account - if you are using your main account with which you logged in to Waaila, it is offered in the selection field; if you need to connect a new account, follow authentication below the field.",[21,756,757,758,761,762,765],{},"From listed data sources, select an ",[135,759,760],{},"account, property,"," and ",[135,763,764],{},"view"," that you want to use for this testing.",[21,767,768],{},"Set a custom name or leave the existing name.",[21,770,771],{},"Optionally add a description.",[21,773,774,775],{},"Confirm the configuration by clicking ",[135,776,777],{},"\"Save\".",[11,779,780,781,784,785,788],{},"Upon creating a dataset, the dataset opens, and you can run and edit the tests. To run all tests, you can use the dedicated button above the list of tests, called ",[135,782,783],{},"\"Run all tests\"",". However, you can also open the ",[135,786,787],{},"Test Editor"," by clicking on a test and there you can examine the test in detail, run the single test directly or edit its content.",[11,790,791],{},"The Test Editor page is divided into several parts. On the top, below the navigation line, there is the summarized information about the test, including its name and description. Below the information is a multi-functional button, allowing you to run the test. The main parts of the test are the Query logic and the Test logic where the Query logic specifies which data you want to load for your test and the Test logic manipulates the data, typically checks some condition,s and outputs the result. When you evaluate the test in the Test Editor, the result appears above the Query logic and Test logic.",[11,793,794],{},[111,795],{"alt":796,"src":797,"title":798},"Preview of Waaila App, test editing","\u002Fupload\u002Fwaailastartingkit-testeditor.webp","Waaila Test Editor",[31,800,802],{"id":801},"how-to-run-and-interpret-tests-in-waaila-ga-starting-kit","How to run and interpret tests in Waaila – GA Starting Kit",[11,804,805,806,808],{},"In the test collection ",[83,807,695],{}," there are five basic tests that can help you start with your data quality validation in Waaila. In the following subsections, we explain each test individually and show you how to interpret its result.",[390,810,812],{"id":811},"test-1-number-of-sessions-for-the-past-28-days-w0210","TEST 1 – Number of sessions for the past 28 days (W0210)",[11,814,815,816,819],{},"The first test offers a simple verification that there are indeed some data measured in your Google Analytics. It extracts data about the number of sessions in the last 28 days (up to and including yesterday’s data). The test passes if there is at least one session measured in that period and therefore it ",[83,817,818],{},"serves as an initial check"," for starting with data quality evaluation. Apart from a pass or fail the test also outputs the actual number of sessions if it is positive. On the included screenshot of the Waaila app, you can see the result for a site with 45 thousand sessions in the past 4 weeks.",[11,821,822],{},[111,823],{"alt":113,"src":824},"\u002Fupload\u002Fwaailastartingkit-testresults.webp",[11,826,827,828,831,832,835],{},"The test could be easily modified to compare the number of sessions to a fixed number (by changing the threshold in the assert function in the Test logic) or to check the measurement for a different period (by editing the date range in the Query logic). To verify that there has not been a blackout in measurement yesterday, there is an already prepared test ",[83,829,830],{},"Measurement blackout"," in the test collection ",[83,833,834],{},"Waaila - General Information and Checks",".",[11,837,838,839,842],{},"It is possible to extend the test for dynamic comparison by including data from past months and evaluating the current number of sessions with the average number of sessions per 4 weeks in the past. Alternatively, the most sophisticated extension to this test offers our new feature, ",[83,840,841],{},"anomaly detection",". This feature allows you to follow the dynamics of your weekly or daily sessions and informs you when the values jump significantly as compared to their trends and cyclical patterns.",[11,844,845],{},"The graph below provides an illustration of the data. Within the last week of daily session data, there happened a relatively large downward jump in the daily number of sessions. However, if not compared to the weekly pattern, it could go easily unnoticed. While in this case, this jump could be explained by the Czech state holiday on October 28th, in another case it could be caused by some error in the measurement or in the website functionality and would require further investigation and remediation.",[11,847,848],{},[111,849],{"alt":113,"src":850},"\u002Fupload\u002Fwaailastartingkit-sessions.webp",[390,852,854],{"id":853},"test-2-hostname-overview-w0220","TEST 2 – Hostname overview (W0220)",[11,856,857,858],{},"The next test provides information on all hostnames and their basic measurement statistics (sessions, page views, and transactions) over the past 28 days. This is not a test in the true sense as it does not automatically evaluate any condition. What it does is that it ",[83,859,860],{},"provides information that you need to review and decide what steps to take.",[11,862,863,864,867],{},"If you have a single-domain website, you should typically find only one line in the table (as illustrated on the included table below). If there is anything surprising in the output, you can dig deeper into it with the help of another prepared test set ",[83,865,866],{},"Waaila - Hostnames (single-domain)"," dedicated for checking hostname-relate measurement for a single-domain website.",[11,869,870],{},[111,871],{"alt":113,"src":872},"\u002Fupload\u002Fwaailastartingkit-hostnameok.webp",[11,874,875,876,879],{},"For multi-domain websites, you can analyze your data using the ",[83,877,878],{},"Waaila - Hostnames (multi-domain)"," test set. You will need to set the list of expected hostnames there to receive the best results. The table below shows an example of a hostname overview for a website with two domains, where the two domains are measured correctly but there are other two hostnames incorrectly included.",[11,881,882],{},[111,883],{"alt":113,"src":884},"\u002Fupload\u002Fwaailastartingkit-hostnameerror.webp",[390,886,888],{"id":887},"test-3-limit-number-of-hits-w0270","TEST 3 – Limit number of hits (W0270)",[11,890,891,892,895],{},"The third test is tailored for ",[83,893,894],{},"checking the optimal use of Google Analytics"," regarding its limits for free use. The free version of Google Analytics has a limit on the number of hits it can collect. Ingesting more than 10 million hits a month per property has an impact on how your data are processed and stored. Also, the measurement will be slow, and larger sampling errors will appear than before. However, if you have a paid version of Google Analytics, you do not need to run this test.",[11,897,898],{},"The test consists of two checks and an informative value:",[62,900,901,910,918],{},[21,902,903,904,907],{},"if there are more than 20 million hits in the last 28 days (twice the limit for the free version), the test fails",[905,906],"br",{},[111,908],{"alt":113,"src":909},"\u002Fupload\u002Fwaailastaringkit-limitnumberfail.webp",[21,911,912,913,915],{},"when the number of hits reaches the limit of 10 million (but stay below 20 million), the test issues a warning",[905,914],{},[111,916],{"alt":113,"src":917},"\u002Fupload\u002Fwaailastaringkit-limitnumberwarning.webp",[21,919,920,921,923],{},"if the test passes, it only reports the number of hits",[905,922],{},[111,924],{"alt":113,"src":925},"\u002Fupload\u002Fwaailastaringkit-limitnumberpass.webp",[11,927,928],{},"Based on the results you can decide whether you need to upgrade your Google Analytics version and in case no action needs to be done yet, decide how often you need to run this test to check the threshold.",[390,930,932],{"id":931},"test-4-click-data-in-ga-w0410","TEST 4 – Click data in GA (W0410)",[11,934,935,936,939],{},"The following test offers another simple verification that the data that you need is actually measured. In this case, it ",[83,937,938],{},"focuses on the advertisement clicks"," and determines whether the number of clicks on ads in the past 28 days is above zero. These clicks are evaluated to measure the intensiveness of the usage of the Ads (CPC). If no clicks are recorded in Google Analytics, it can indicate that Google Ads is not connected to Google Analytics, or that a technical issue is occurring within your website.",[11,941,942],{},"If no advertisement clicks are measured, the test issues a warning as can be seen in the picture below. As you have seen in the previous test, Waaila uses a warning (compared to a fail) when the problem found is less significant, because in the previous test the number of hits can still grow and be measured. Similarly, Waaila issues a warning, and not fail, in case no advertisement clicks are measured due to the fact that no information on advertisement clicks does not threaten to decrease profit immediately.",[11,944,945],{},[111,946],{"alt":113,"src":947},"\u002Fupload\u002Fwaailastaringkit-clickdataga.webp",[11,949,950,951,954,955,954,958,761,961,835],{},"Further prepared tests for the investigation of basic measurement can be found mainly in two sets of tests available in the marketplace: ",[83,952,953],{},"Waaila - General Information"," ",[83,956,957],{},"and",[83,959,960],{},"Checks",[83,962,963],{},"Waaila - Measurement Overview",[390,965,967],{"id":966},"test-5-correct-generation-of-cid-client-id-w0510","TEST 5 - Correct generation of CID (client ID) (W0510)",[11,969,970,971,974,975,978],{},"The last test in the Waaila – GA Starting Kit checks the ",[83,972,973],{},"generation of client IDs"," by evaluating the number of users versus the number of sessions. There ",[83,976,977],{},"must be significantly more sessions than users",". If it does not hold, it might show a technical problem and will therefore require deeper analysis.",[11,980,981],{},"If the ratio of sessions per user decreases below a certain threshold, the test fails. The default threshold used by the test is 1.05, therefore there can be as few as 5 % more sessions than users (e.g., if only 5 % of clients return for a second session and nobody for a third one) before the test fails. The results are presented by the device types so that you can check for which device there has been a problem (in the presented example, there is an issue with measurement for mobile users).",[11,983,984],{},[111,985],{"alt":113,"src":986},"\u002Fupload\u002Fwaailastartingkit-cid.webp",[31,988,990],{"id":989},"summary","Summary",[11,992,993,994,997,998,1000],{},"To summarize, the application Waaila offers you a great way to ",[83,995,996],{},"evaluate your data measurement quality",". This article introduces Waaila through focusing on one of its prepared test sets, ",[83,999,695],{},", explaining the mechanics of tests and presenting the tests on illustrative examples. With the test explanations we included further recommendations for individual tests or other test sets, so from here, you can directly proceed with your data evaluation in Waaila.",[11,1002,1003,1004,835],{},"If the prepared tests do not cover all your needs, you can write your own tests, with the help of our extensive ",[289,1005,1008],{"href":1006,"rel":1007},"https:\u002F\u002Fwaaila.com\u002Fen\u002Fdocs\u002Fwaaila\u002Fstart\u002Fgetting-started\u002F",[293],"documentation",[11,1010,1011,1012,1017,1018,835],{},"If you have any questions regarding Waaila, you can ",[289,1013,1016],{"href":1014,"rel":1015},"https:\u002F\u002Fwaaila.com\u002Fen\u002Fabout",[293],"contact us"," via the Waaila website or write directly to the ",[289,1019,1021],{"href":1020},"mailto:support@waaila.com","Waaila support team",[276,1023,280],{"link":278,"button":279},{"title":113,"searchDepth":310,"depth":310,"links":1025},[1026,1029,1036],{"id":714,"depth":310,"text":715,"children":1027},[1028],{"id":735,"depth":474,"text":736},{"id":801,"depth":310,"text":802,"children":1030},[1031,1032,1033,1034,1035],{"id":811,"depth":474,"text":812},{"id":853,"depth":474,"text":854},{"id":887,"depth":474,"text":888},{"id":931,"depth":474,"text":932},{"id":966,"depth":474,"text":967},{"id":989,"depth":310,"text":990},"\u002Fupload\u002Fwaailatitle.webp",{},"\u002Fen\u002Fblog\u002Fstarting-with-waaila","2021-02-08T09:21:17.000+00:00",9.88,"10 min read",[327,1044,1045],"content\u002Fen\u002Fblog\u002Fincrease-conversions-with-category-page-product-ranking.md","content\u002Fen\u002Fblog\u002Fdon-t-let-your-data-strategy-slow-your-business-down.md",{"title":684,"description":689},"en\u002Fblog\u002Fstarting-with-waaila","You decided to finally start validating your data in Google Analytics and already connected them into the Waaila app. Yet how you should start? Here we explore a few tests from the Waaila – Google Analytics Starting Kit.","BMQ3TtGFkAi1y2lwxpYehaeRqHepw0W_SwMkxyYyPbs",1789131823003]