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Expert’s Corner – Amin Shawki, Head of Growth, InfoTrust

Expert’s Corner – Amin Shawki, Head Of Growth, InfoTrust

Expert’s Corner – Amin Shawki, Head of Growth, InfoTrust

InfoTrust is a measurement strategy consulting and digital analytics technology company with a broad range of Google Partner Certifications.

They work with some of the largest companies in the world and specialize in online measurement architecture for multi-brand companies, breaking down silos and validating data to ensure teams have the confidence to make data-backed decisions for the business.

InfoTrust is a SessionCam solution partner and we caught up with Amin Shawki, Head of Growth at InfoTrust on a recent visit to the US to learn more about InfoTrust, the technology they use, some of the successes they have achieved and his top 3 tips for improving conversion.

What marketing technology do you use at InfoTrust?

At InfoTrust and for our clients, we use various different measurement platforms and even build our own marketing technology such as for data validation and tag governance.

However, the main technologies in our measurement arsenal are all within the Google Marketing Platform (Google Analytics, Analytics 360, Google Optimize, Google Tag Manager, DisplayVideo360, Campaign Manager, SearchAds 360, bigQuery) alongside SessionCam.

We also work with other tools like Adobe Analytics or integrations with Salesforce or Blueconic.

What’s your typical day like?

My day’s are a bit all over the place but I can say generally at InfoTrust, we work with our customers everyday to find the most value and insights from their measurement platforms.

Our clients are at different stages of their analytics maturity journey so we may be doing digital strategy and data collection design one day, then implementation, testing, validation another with some reporting, analysis, insights and optimization in between.

It really varies but we engage with our customers from the set up to activation and everywhere in between!

How do you use SessionCam?

SessionCam for us is a critical piece of the measurement puzzle.

It’s essential for any marketer to have in their toolkit for not only session replay and heat mapping, capabilities lacking in the other tools we use, but also with it’s machine learning and algorithms around customer struggle.

Our key usage with SessionCam comes when integrated with Google Analytics (GA) and sharing segments between the two. We may identify a group of abandoned users with certain criteria in GA and want to explore further where they are struggling and why in SessionCam.

Or vice versa, starting in SessionCam we may see certain pages are key struggle areas for customers to convert and pass that segment over to Google Analytics to further analyze who these users are and if we can retarget them offline (with integrated advertising tools) or via on-site testing (such as Google Optimize) to encourage them to re-engage and convert.

It’s really part of the entire measurement and digital engagement suite we support for our clients.

What successes have you achieved using SessionCam?

Our largest CPG, multi brand and ecommerce clients have seen the most value with SessionCam’s enterprise software and solution, especially when coupling with their pre-existing measurement suites whether that be Adobe Analytics or Google Marketing Platform (Google Analytics).

Usually in measurement, analysis, insights and driving optimization on site with testing is where we’ve found the most success with SessionCam is as an integral part of the measurement toolkit. When thinking how can we keep driving growth and increased conversion rates for our clients, SessionCam is always part of the conversation.

SessionCam’s automatic integrations with tools like Google Analytics helped clients shorten the time to insights while save on resource costs by providing clear actions.

For example, a large CPG multinational ecommerce business was able to use their GA funnel reports and advanced segments to determine non-converting customers struggling in the checkout process.

When coupled with the SessionCam integration and Struggle Score algorithms, the client was able to isolate these customers by the highest struggle score and pinpoint exactly what areas in the checkout needed to be fixed. This analysis took a matter of minutes, whereas previously it would have taken days or weeks of manual testing

What are your top 3 tips for improving website conversion to drive growth?

#1 – Improving website conversion to drive growth can be a bit of both an art and a science.

However, it always starts with identifying what is the business goal, question or opportunity for improvement and prioritizing what can drive the most impact. It’s best to start thinking through specific opportunities or areas to improve that lead up to the conversion since there are so many ways to change the website experience for your customers.

By breaking down the various website elements within your control into a prioritized list of what you can change and the level of effort, from promotional banners/content on the homepage, to product placements on your list/category pages, all the way to what checkout steps look like, you can begin to select those changes that may drive the most impact without the highest level of effort every time.

So in short, our tip #1: build a prioritized list of business goals and elements you can change or within your control.

#2 – Once you have an idea of the elements and prioritized list of actions/changes that can be made, you can start analyzing if there’s an opportunity for improvement or where there are gaps.

The easiest way we’ve started this process with our clients is by building funnel reports (SessionCam or Google Analytics is great for this), starting at high-level stages and user navigation, then getting more and more granular until we see an opportunity for improvement via some specific website element change.

If just starting out, this usually is the checkout or some type of form/registration flow. We also encourage segmenting your audiences to validate your best or highest potential value clients will be impacted. It’s simply following the 80/20 rule- focus on the 20% of customers that generate 80% of your revenue (which can apply to most organizations).

At InfoTrust, we do this not only through the usage of advanced segmentation in GA or SessionCam but by leveraging both the Customer Struggle Score algorithm + Revenue at Risk to isolate the areas and users with highest potential value to engage.

We also have built our own method for calculated Customer Lifetime Value, and segmenting our user data by the highest future value, according to the business goal and objective we identified in tip 1.

Finally, tip #3 is with anything we do, test-test-test to validate hypothesizes and make changes that may lead to improvements in conversion per points 1 and 2 above.

With a prioritized list of actions/changes we can make, backed with reporting to confirm improvement/conversion lift and segmented to target our highest future value customer, the last piece of the puzzle is to run an experiment and test and test various changes.

There are many experimentation and a/b testing tools out there, but we typically suggest using ones that are very easy and quick to launch while still integrating with the rest of our measurement stack.

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