© copyright the internet specialist 2012 getting serious about web analytics 7 steps for maximising...
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© Copyright The Internet Specialist 2012
Getting Serious about Web Analytics
7 Stepsfor maximising
Website Performance
© Copyright The Internet Specialist 2012
£Maximum
Sales
Your primary objective=
Maximum Website Performance
MoreQualityVisitors
WebsiteMore Engagement
InvolvementAction
Satisfaction
Maximum Performance
© Copyright The Internet Specialist 2012
Success (mainly) depends on
1. What you do to drive quality visitors to your web pages = brand building / the right on/offline channels & messages
2. How well you engage & involve them and turn them from passive to active = landing page optimisation / calls to action
But also:
6. Knowledge of what's happening on your website
7. Using it to achieve consistent performance improvement
8. Managing performance over time to maximise sales
Stage 1Quality Traffic Generation
Natural Search
Ads Google / LinkedIn / Facebook
Video / You Tube Dailymotion / Vimeo
On / Offline PR Social Networking / Blogs
JV's / Affiliates / Referrals
Direct MailTelemarketing / Email
Stage 2Visitor Retention &Conversion to lead
Interesting Content+
Call to Action=
Compelling reason toBuy / Try / Contact
Stage 3Contact, Build
Relationship & Close sale
ContactVoice / Email
RelationshipVoice / Email
PurchaseConsideration
Purchase
£Purchase
£Events / Shows Webinars / Sales Promotion
Landing Pages
Web Traffic Generation and Visitor-to-Sales Conversions Using your website as a sales conversion engine
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Start Here
Planning
Measurement &Analysis
Set SMART objectives
On / Offpage SEO
GoogleAdWords, LinkedIn, Facebook
PR, Social Networking,
Webinars,Video
Landing pageoptimization
Set Key Performance Indicators (KPIs) & Google Analytics
goals
Measure & analyse KPI and goal data
Performance Report Monthly /
Quarterly
AnnualPerformance
Report
Agree / Implement Actions to improve
performance
Report
ing &
Reco
mm
en
dati
on
WebPerformanceManagement
© Copyright The Internet Specialist 2012
Revie
w &
Im
ple
menta
tion
Web Performance ManagementA systematic method for increasing website performance
Start Here
Planning
Measurement &Analysis
Set SMART objectives
On / Offpage SEO
GoogleAdWords, LinkedIn, Facebook
PR, Social Networking,
Webinars,Video
Landing pageoptimization
Set Key Performance Indicators (KPIs) & Google Analytics
goals
Measure & analyze KPI and goal data
Performance Report Monthly /
Quarterly
AnnualPerformance
Report
Agree / Implement Actions to improve
performance
Report
ing &
Reco
mm
en
dati
on
WebPerformanceManagement
© Copyright The Internet Specialist 2012
Revie
w &
Im
ple
menta
tion
Web Performance Management
Not for Today
For Today
© Copyright The Internet Specialist 2012
Why get serious with Web Analytics?
1. Find out what's working
2. Find out what's not working
3. Eliminate blind guesswork that leads to poor decisions
4. Get Quantifiable insight that leads to informed, quality decisions that will consistently improve website performance.
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One very important thing for E-Commerce!
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Step 1: Commitment
Commit to:
1. Dedicating specific time and resources (outsource if necessary)
2. Using web analytics long term as a primary toolfor achieving website objectives
3. Consistently measuring and analysing data
4. Using the results to make informed decisions to take actions for performance improvement
Remember: Knowledge without action is meaningless
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Step 2: Set your KPIs
"KPIs, or Key Performance Indicators, representthe key factors, specific to your organisation,
that measure success”
1. Based on Overall Business Objectives & Key Results (OKRs)
2. Specific to your business
3. Usually long-term considerations
4. Drive business-critical actions for better long term sales
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Example OKRs & KPIs
Business OKR KPI
Lower cost of marketing % of buyers via unpaid search
Lower cost of Advertising Average cost per click
Improve the visitor experience
Bounce RateVisits to Help pages
Negative search results
Increase impact of social marketing
Social visitor purchasesSocial newsletter sign ups
Social time on site
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Step 3: Define & Set Web Analytics Goals
"Defining your website goals is one of the most important steps in configuring your web analytics”
Example Goals
Track PPC purchase conversions for a promotional offer
Track purchase conversions from a specific Call To Action
Track new account registrations
Recommendation: be very specific & keep your goals to a minimum
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Step 4: Select & set up reports
Select reports that:
1. Match your KPIs
2. Provide sufficient detail but not too much
Recommendations:
1. Start with a modest set of reports then expand as needed
2. Don't drown in a swamp of analytics data!
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Goal Completions ReportTotal goal completions and conversion rate
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Assisted Conversions ReportWhich channels play the biggest role in assisting Goal conversions?
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E-Commerce Visits to Transaction ReportDetailed view of visits taken to transaction
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E-commerce Mobile Visitors Report How visitors using mobiles impact your sales
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E-commerce AdWords Visitors Report How AdWords visitors impact your sales
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Social Referral Report See which social channels are driving visits
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Flow Report How visitors interact with your web pages
Drop offs
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Real Time Visitors Report What's happening on your pages in real time?
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Step 5: Organise your data
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Step 6: Present your data
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Step 7: Review, Discuss, Act
l. Set a regular meeting monthly or quarterly
2. Review and discuss implications of KPIs and Goal data
3. Decide on actions to implement corrections / improvements
And
4. Consider possible effect on SMART objectives
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The 7 Steps
l. Commit to using web analytics long term
2. Set your KPIs
3. Define your web analytics goals
4. Select and set up your reports
5. Organise your data with dashboard(s)
6. Present your data on a Scorecard
7. Review, discuss, act.
© Copyright The Internet Specialist 2012
Jeremy Nelson-Smith
www.theinternetspecialist.co.uk