Identify and prioritize conversions

- [Instructor] Now, we are going to start with our scenario. So I can help you learn how to identify and prioritize Conversions. I'm aware that some of you are watching this because you know a lot about analytics and SEO already. So you might realize that already there are conversions being counted in software like Google Analytics. Here's a screenshot of their dashboard. As you can see, I can click on Conversions to see my conversions. Actually, if you take a LinkedIn learning course on Google Analytics, you will learn you can tell Google Analytics what clicks to count on your website as conversions. But let me be very clear. First, you do not need special software to count a lot of conversions. I rarely need it myself. Second, if you use special software to count conversions, you need to start by conceptualizing. what conversions do you actually want to count? That's why I thought I'd share with you a realistic use case. My friend is a Management Professor and together we were complaining about how when you teach online, you cannot use role-playing like you can do in class. Role-playing in class helps build interpersonal management skills. And we talked about how we might try to simulate that in an experience online. So now we will pretend my friend and I made a startup to create an online role-playing module for teaching interpersonal management skills. So here is our imaginary educational module. For the role-playing, imagine we invented five characters representing the executive team. And created five web pages. There's an Introduction Page, three scenario pages where the characters discuss the management issue, then a Module Completion Page with a video debriefing. Each of the scenarios has the thoughts and dialogues of the characters both in text and in audio files. So I started making this application flow diagram and listing the possible customer actions on each of the five pages. I use gliffy.com to do this, but any diagramming software will do even PowerPoint. This is in your exercise files for this video. Okay, there's only so much on these five web pages. So regardless of my objectives, there are only so many kinds of conversions I could count. Of course most of these actions, watching the video, navigating the pages and listening to the audio, have to do with using the learning materials on the Module Introduction Page and on the Scenario Pages. But on the last page, the Module Completion Page, we have a few important potential conversions. We have a place for the user to watch a final video and also to download the slides to the video. We have a place for the user to pay for a certificate of completion in our payment software and also to send an end of module tweet. Let's go look at the Module Completion Page together and see these things for ourselves. Here we are on the Module Completion Page. Here's the end of module video I mentioned. And below it, you can click here to download the slides if you want. If you want to pay by using our payment software for a post module completion certificate, you can click here. And if you want to send a prefabricated tweet to tell everyone about your experience with the learning module, you can do that by clicking here. This slide organizes what we just found about the possible conversions we could count. Remember, conversions represent the numerator in our conversion rate. We could count learning related conversions through counting how many watched the video or downloaded the slides. And we could count sales conversions through how many people purchased their certificate in our payment software. Also, we can measure a marketing conversion by tracking how many users sent the post module tweet. This spreadsheet is an Exercise File I included with this video. It's called AB Testing Planning Tables_V1_priorities only. You'll see that as we go through this chapter, we will keep building on the spreadsheet. See this first tab? This is our priorities tab. See this first column? I named it "Conversions I Care About." Because that is the essence of making priorities. On the first row, you can see I care about payment actions like paying for the certificate. Next, I care about customers promoting the module by sending the prefabricated tweet. And giving it word-of-mouth marketing. Finally, I care about the users engaging in the multimedia in the module. Because engagement increases learning. Also I can remove items that they don't use. See this second column? It is my rationale. Why I care about each priority. You'd be surprised by how much work and experiment is. When you are done, you sometimes wonder, why did I even care about this? So it's a good idea to write it down here so you can come back to it later. In the third column, I came up with a short name for these three priority conversions. Pay, Word-of-Mouth, abbreviated WOM and Engage. Those are my conversion categories I'm identifying and prioritizing. So I can focus my design work on my experiment.