measuring the roi of your website_morgan mckeagney
TRANSCRIPT
Morgan McKeagney, Managing Director, iQ Content
Web analytics: profit through measurement
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Part 1: Embracing data (the what)
Never in the field of marketing endeavor has cause and effect been more measurable or actionable
Which country should we dominate next?
Red or Green?
Web analytics is…
…the practice of measuring, collecting, analysing, and reporting on internet data to understand how a site is used and how to optimise its usage.
Four Goals: 1. Better understand your users 2. Make web design decisions based on data, not
hunches 3. Improve your website (remove barriers to sales) 4. Improve conversions and sales
Web Analytics Association
All this translates into cash
Higher conversions = better results
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Web Analytics | The Opportunity
Sounds great, but is it really that easy?
Key challenge? Taking action.
Forrester Research survey 53% say biggest challenge is acting on findings
Getting it right | A simple framework
Getting clarity on your objectives
Translating good objectives into measurable KPIs
Implementation: Collecting accurate and complete data
Reporting | Turning data into insight
Effective reporting: Getting the right info, to the right person, in the right format, at the right time.
Insights: What’s happening on our site?
Insights: Which products are selling?
Insights: Funnels - Where are the accident blackspots?
Insights: Marketing – which half or our budget are we wasting?
Insights: what are our customers searching for?
“Search queries are gold: they are real data that show us exactly what users are searching for in their own words.”
Find out more: Buy Avinash’s Bible
Part 2: Embracing design (the why & the how)
Analytics tells you the what, not the why
Improvement requires decisions, action & design
From insight to action: making changes
World’s most admired companies...
Google’s Philosophy: Users First
1. Focus on the user and all else will follow. From its inception, Google has focused on providing the best user experience possible. While many companies claim to put their customers first, few are able to resist the temptation to make small sacrifices to increase shareholder value. Google has steadfastly refused to make any change that does not offer a benefit to the users who come to the site
By always placing the interests of the user first, Google has built the most loyal audience on the web. And that growth has come not through TV ad
campaigns, but through word of mouth from one satisfied user to another.
Extract from Google Philosophy
Customer focus: the Amazon way
Jeff Bezos, Amazon CEO “The Institutional Yes”, Harvard Business Review, October 2007
Apple: Tyranny of the “Insanely Great”.
“Design is not just what it looks and feels like. Design is how it works.”
Designed in California....
...exclusively for Steve.
Designed for cabin crew, 1971
now beloved by all travellers.
Personas: Deepening customer insight
“ The broader the target you aim for, the more certainty you have of missing the bull’s eye ” Alan Cooper
Techniques for building understanding
Source: “The User is Always Right”, Mulder & Yaar, 2006
User engagement & research
Triangulation: merging data with qualitative insight
Persona 1: Meet Robert
Robert’s Journey
Persona 2: Susan
Susan’s Journey
Beyond data & insight: user-centred design
Find out more: two books for your bookshelf
Case Study | Permanent TSB Case Study: Permanent TSB
Before: Cluttered, random, malfunctioning…
Customer Engagement & Research
…clean, focused, usable.
After: redesigned all elements
“No one wants to buy credit cards online”
Link to video
Redesigned Application Forms
…with GA installed before & after
Old application forms
New application forms
Current account 66 questions 22 questions
Credit card 62 questions 29 questions
Savings accounts - 21 questions
Credit cards revisited: make it easy
Link to video
Result? More applications, more successful applications.
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Wrapping up
Wrap-up
Your website is all about conversion Measurement is critical: • # 1: Understand your customers and what they’re doing on
your site • # 2: Identify accident blackspots – points where customers are
experiencing difficulty • # 3: Take action – fix problems, track changes • # 4: Increase conversions – put more money in the bank
Design & customer engagement is critical: you need to act on the data – make changes
Questions? Feedback?
Visit us at: www.iqcontent.com
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Contact Details:
Morgan McKeagney
Managing Director
iQ Content Ltd
t: +353 1 677 1140
Twitter: @morganmck
@iqcontent
www.iqcontent.com