your visitors?

rustnatureInternet and Web Development

Nov 18, 2013 (3 years and 11 months ago)

77 views

You can’t manage what
you can’t measure

Acquire, Convert and

Retain More Customers

Using Web Analytics

Presenter


Jonas Damgaard Nielsen

Technical Manager

Visionize Aps



Certified WebTrends consultant


Certified WebTrends trainer

Customers


In person

Over the phone

Through the mail

On the Web

What Are the Key Metrics?

Sales per square foot

Store
-
over
-
store sales

Sales per customer

Cost per call

Resolution rate per call

Terminated calls

Response rate

Sales per interaction

Cost per response

What are the key
web metrics?

Metrics Commonly Tracked at Web Sites

Completed Scenarios

Top Exit Pages

Total Page Views

Total Hits

Page views by Content Group

Started Scenarios

Return Visits

Visits by Campaign

Single Access Pages

Top Pages

Started Scenarios

Page Hits

Total Visits

Visits by Campaign

Forward Path Analysis

Top Referrer

Visits by Content Group

Reverse Path Analysis

Popular Keyword Search, Browser Type

Duration

The Web is the Most Measurable Channel

Visits by Content Group

Completed Scenarios

Reverse Path Analysis

Single Access Pages

Total Visits

Visits by Campaign

Top Exit Pages

Total Page Views

Total Hits

Forward Path Analysis

Top Pages

Started Scenarios

Top Referrer

Popular Keyword Search, Browser Type

Started Scenarios

Page Hits

Duration

Return Visits

Visits by Campaign

Page Hits

Visits by Content Group

Completed Scenarios

Reverse Path Analysis

Single Access Pages

Total Visits

Visits by Campaign

Top Exit Pages

Total Page Views

Total Hits

Forward Path Analysis

Top Pages

Started Scenarios

Top Referrer

Popular Keyword Search, Browser Type

Started Scenarios

Page Hits

Duration

Return Visits

Visits by Campaign

Page Hits

Visits by Content Group

Completed Scenarios

Reverse Path Analysis

Single Access Pages

Total Visits

Visits by Campaign

Top Exit Pages

Page Views

Total Hits

Forward Path Analysis

Top Pages

Started Scenarios

Top Referrer

Popular Keyword Search, Browser Type

Started Scenarios

Page Hits

Duration

Return Visits

Visits by Campaign

Page Hits

Visits by Content Group

Single Access Pages

Page Views

Top Pages

Duration

Return Visits

Reverse Path Analysis

Total Visits

Top Referrer

Page Hits

Top Exit Pages

Total Hits

Started Scenarios

Top Exit Pages

Total Hits

Started Scenarios

Single Access Pages

Page Views

Duration

Visits by Campaign

Visits by Campaign

Match your analysis to your objectives

Different Sites Have Different Objectives

Increase Total Orders

Increase Average Order Size

Commerce

Increase Page Views per Visitor

Increase Visit Frequency

Media

Self Service

Decrease customer service costs

Fulfill customer service needs online

Increase Total Qualified Leads

Decrease Acquisition Costs

Lead Generation

Some Objectives are Universal





D
ecrease
acquisition

costs





Increase
conversion

rates





Improve customer
retention





Increase your
web ROI


The 5 Key Areas

to Measure

Acquire, Convert and

Retain More Customers


How are visitors

finding you on

the Web?


1

One.

Improve Marketing Effectiveness


What other sites (partners) are referring customers to your site?


Which marketing campaigns drive the highest conversion?


How much activity are you getting from search engines?


Which search engines? Which specific search phrases?

Banners
Newsletters
Email
Print
Outdoor
Direct Mail
Broadcast
Search
Sponsorships
Search is #1 Way Consumers

Research Purchases Online

77% of Marketers Currently Using or
Evaluating Paid Search Engine Marketing

Acquisition by Search Engine

Analyze paid vs. organic

results; pinpoint which

search engines and phrases

are driving acquisition

Conversion by Campaign Drilldown

Analyze all of your
marketing campaigns
through to conversion

Conversion by Campaign

Where are people

going within your

site?

2

Two.

Improve Site Navigation


Which paths do you
want your visitors to
take?


What paths are they
currently taking?


Where are the

dead
-
ends within
your site?


How many people
get overwhelmed

and exit from your
homepage?

Top Destination Paths

Track paths to (or from)

a destination point

Top Exit Pages

Identify the dead
-
ends

within your site

Which content is
compelling


or
repelling


your
visitors?

3

Three.

Measure Content Effectiveness


Which content areas
are your visitors
engaging with?


Which pages get the
highest visitation?


Is there content that’s
relevant but buried
too deep?


Is there content
you’re managing
that’s rarely

clicked upon?



Top Pages

Use this report to understand

which specific pages are

most visited

Content Groups

Identify the content areas your visitors
are engaging with the most

Most Downloaded Files

Track which specific files
are most downloaded

Four.

Are your conversion
rates rising


or falling?

4

Driving traffic to your site doesn’t mean…

Welcome!

…that your site will entice them to convert

Click away.

51% of e
-
tailers say their online conversion
rate ranges between 1%
-

5%

Understand Your Conversion Scenarios

20,000 Visitors

75%

Enter Homepage

50%

Visit Learning Content Area

30%

Select Featured Training Course

10%

Enter Registration Data

5%

Complete Registration

1,000 Visitors


Complete Scenario

Small Changes Can Create Big Returns

20,000 Visitors

75%

Enter Homepage

50%

Visit Learning Content Area

30%

Select Featured Course

10%

Enter Registration Data

7%

Complete Registration

Just a
2%

change can result in
a dramatic difference.

1,400 Visitors

+400 Complete Scenario

Abandon ship!

I’m out of here!

Ba
-
bye!

Improve Conversion Click
-
by
-
Click


What’s the
conversion rate of
your registration
process or other
conversion funnels?


Is your conversion
improving over time?


What steps within
the process have

the highest
abandonment?

Complete Scenario

Shopping Cart Conversion Funnel

Use scenario analysis to
measure your multi
-
step
conversion processes

Gauge whether
you’ve improved
results over time

Compare results after making a change

Are you satisfying your
most valuable visitors?

5

Five.

Increase Retention & Lifetime Value


Why do visitors
return to your site?


Who are your most
valuable visitors?


How frequently do
they visit?


How recently?


What’s the lifetime
value of different
segments?


How are you currently measuring retention?

Not at all:

3
-
10%

Looking at repeat visit and purchase rate:


Segmenting customers based on retention
-
specific metrics

(e.g. recency, frequency, lifetime value):

Doing detailed cross
-
channel marketing analysis:

28%

16%

3%

52%

WebTrends survey, Take 10 on Retention,

July 2003 (as a % of respondents)

Purchase Behavior by Visitor Segments

Understand the purchase behavior of
different visitor segments based on
recency and lifetime value

Content Interests by Loyal Visitors

Gauge the interests

of your most loyal
visitors

Summary


Other Resources


Q & A

Optimization is the Key to Success Online

Optimization is an ongoing process:


Clearly define your site objectives


Establish metrics that align to those objectives


Leverage the analysis to take action


Test different factors


Optimize on best

performers


RADAR

Jonas Damgaard Nielsen

Mail:
jdn@visionize.dk

Phone: 70 27 77 77



“What You Don't Know Can Hurt You”

?