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TIPS & PITFALLS WHEN MEASURING WEBSITE CONVERSIONS<br />Béate Vervaecke<br />e-Zen<br />RelationshipMarketing Congres<br /...
e-Zen?<br />Freelance online marketeer<br />Specialized in:<br />E-mail <br />AdWords<br />Google Analytics<br />Past<br /...
Pitfall nr. 1<br />Setting up goals & funnels incorrectly:<br />Forgetting about goals<br />Forgetting about paths to cert...
Pitfall nr. 1<br />What is a goal?<br />Thank you page of an order, of a registration, of a request for information, <br /...
Pitfall nr. 1<br />What is a funnel?<br />The pages one has to pass in order to reach a goal<br />
Pitfall nr. 1<br />Forgetting about paths to certain goals – not including them in the funnel<br />2002<br />
Open funnel<br />Pitfall nr. 1<br />130<br />
Pitfall nr. 1<br />Closed funnel<br />
Pitfall nr. 1<br />Solution<br />Start with an open funnel when unsure about the path<br />Have an open funnel in a separa...
Pitfall nr. 1<br />Solution<br />Check the path through the navigation summary in the Content section<br />Check the url (...
Pitfall nr. 1<br />Solution<br />Check with back-office conversions – they should be in the 10% range of the conversions v...
Pitfall nr. 2<br />Sticking to averages<br />Beate@e-zen.be<br />5-mei-09<br />12<br />
Pitfall nr. 2<br />Solution: Traffic sources report<br />Use campaign tagging!<br />
Pitfall nr. 2<br />Solution: use a segment<br />
Pitfall nr. 3<br />Beware of a sole focus on percentages<br />Day 1: 	4% conversion rate<br />			5.000 visits => 200 sales...
Pitfall nr. 4<br />No focus on optimizing the end of the funnel<br />
Pitfall nr. 5<br />Beware of a sole focus on 1 metric<br />Even with high bounce ratesa source can be profitable in cost/c...
Pitfall nr. 6<br />Beware of returning visitors and the time to conversion<br />72% convert in 1 visit or in next visit on...
Pitfall nr. 7<br />Know the rules of conversion attribution when a conversion happens in a returning visit<br /><ul><li>Co...
Or a mix?</li></li></ul><li>Pitfall nr. 7<br />For GA: check out www.e-zen.be/welke-verkeersbron-krijgt-het-bezoek<br />In...
Pitfall nr. 8<br />Know thy statistics and it’s signifance<br />Don’t act on only 50 visits<br />When comparing, check the...
Sources<br />Setting goals & funnels<br />http://services.google.com/analytics/breeze/en/goals/index.html<br />http://serv...
Sources<br />Segmenting:<br />http://services.google.com/analytics/breeze/en/advanced_segmentation/index.html<br />Google ...
Thank you!Questions?Béate Vervaeckebeate@e-zen.be0486 85 15 48<br />
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Tips & pitfalls when measuring online conversions

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8 tips & pitfalls when measuring online conversions

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Transcript of "Tips & pitfalls when measuring online conversions"

  1. 1. TIPS & PITFALLS WHEN MEASURING WEBSITE CONVERSIONS<br />Béate Vervaecke<br />e-Zen<br />RelationshipMarketing Congres<br />20 mei 2010<br />
  2. 2. e-Zen?<br />Freelance online marketeer<br />Specialized in:<br />E-mail <br />AdWords<br />Google Analytics<br />Past<br />Technopolis: first website in 1998<br />Kluwer: e-channel marketeer<br />
  3. 3. Pitfall nr. 1<br />Setting up goals & funnels incorrectly:<br />Forgetting about goals<br />Forgetting about paths to certain goals <br />
  4. 4. Pitfall nr. 1<br />What is a goal?<br />Thank you page of an order, of a registration, of a request for information, <br />Page to locate nearby dealers<br />About us page<br />...<br />
  5. 5. Pitfall nr. 1<br />What is a funnel?<br />The pages one has to pass in order to reach a goal<br />
  6. 6. Pitfall nr. 1<br />Forgetting about paths to certain goals – not including them in the funnel<br />2002<br />
  7. 7. Open funnel<br />Pitfall nr. 1<br />130<br />
  8. 8. Pitfall nr. 1<br />Closed funnel<br />
  9. 9. Pitfall nr. 1<br />Solution<br />Start with an open funnel when unsure about the path<br />Have an open funnel in a separate profile<br />
  10. 10. Pitfall nr. 1<br />Solution<br />Check the path through the navigation summary in the Content section<br />Check the url (or parts of it) in the Content section, and see how many url’s are returned<br />
  11. 11. Pitfall nr. 1<br />Solution<br />Check with back-office conversions – they should be in the 10% range of the conversions via GA<br />
  12. 12. Pitfall nr. 2<br />Sticking to averages<br />Beate@e-zen.be<br />5-mei-09<br />12<br />
  13. 13. Pitfall nr. 2<br />Solution: Traffic sources report<br />Use campaign tagging!<br />
  14. 14. Pitfall nr. 2<br />Solution: use a segment<br />
  15. 15. Pitfall nr. 3<br />Beware of a sole focus on percentages<br />Day 1: 4% conversion rate<br /> 5.000 visits => 200 sales<br />Day 2: 10% conversion rate<br /> 1.000 visits => 100 sales<br />
  16. 16. Pitfall nr. 4<br />No focus on optimizing the end of the funnel<br />
  17. 17. Pitfall nr. 5<br />Beware of a sole focus on 1 metric<br />Even with high bounce ratesa source can be profitable in cost/conversion<br />=> Look at a mix of website usage and conversion rate<br />
  18. 18. Pitfall nr. 6<br />Beware of returning visitors and the time to conversion<br />72% convert in 1 visit or in next visit on the same day<br />
  19. 19. Pitfall nr. 7<br />Know the rules of conversion attribution when a conversion happens in a returning visit<br /><ul><li>Conversion attributed to the source of the first visit?</li></ul>If so – how long before the cookie expires?<br /><ul><li>Conversion attributed to the source of the last visit?
  20. 20. Or a mix?</li></li></ul><li>Pitfall nr. 7<br />For GA: check out www.e-zen.be/welke-verkeersbron-krijgt-het-bezoek<br />In short:<br />When a direct visit with conversion follows on a visit through a traffic source, then the traffic source gets the attribution for the conversion, NOT the direct visit<br />
  21. 21. Pitfall nr. 8<br />Know thy statistics and it’s signifance<br />Don’t act on only 50 visits<br />When comparing, check the statistical significance of the needed sample size<br />=> advanced AB calculator Buldog solutionshttp://events.bulldogsolutions.com/newsletters/articles/calculator_0408.html<br />
  22. 22. Sources<br />Setting goals & funnels<br />http://services.google.com/analytics/breeze/en/goals/index.html<br />http://services.google.com/analytics/breeze/en/interpreting_reports_funnel/index.html<br />Traffic sources<br />http://services.google.com/analytics/breeze/en/interpreting_reports_trafficsources/index.html<br />Adding campaigntracking<br />http://services.google.com/analytics/breeze/en/campaigntracking_adwordsintegration/index.html<br />Beate@e-zen.be<br />5-mei-09<br />22<br />
  23. 23. Sources<br />Segmenting:<br />http://services.google.com/analytics/breeze/en/advanced_segmentation/index.html<br />Google Analytics Conversion University:<br />http://www.google.com/support/conversionuniversity/bin/static.py?hl=en&page=iq_learning_center.cs<br />Beate@e-zen.be<br />5-mei-09<br />23<br />
  24. 24. Thank you!Questions?Béate Vervaeckebeate@e-zen.be0486 85 15 48<br />
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