Where web analytics end and insight begins


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The world of analytics is evolving and new technologies and techniques mean that website data mining and reporting tools can now not only monitor performance but show how you can improve performance. Tim De Paris, CTO, Decibel Insight, presented at last week's Figaro Digital Marketing Conference about the value that this more insight-led approach to analytics can bring to marketers and business stakeholders and tools available to achieve this.

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  • There’s a bit of confusion over the word Analytics, wikipedia thinks so too, calling it a two-sided coin.To make it easy, we should split Analytics into two concepts:Metrics to help monitor a site’s performanceInsight to help improve performanceMostbusinesses are good at metrics, but metrics aren’t actionable.
  • The issue was created when Google Analytics was given away free. This removed the process that the website owner would otherwise have gone through - asking themselves questions such as What information do I need to provide at a board/management level,what information do I need to understand performance, and how to improve performancewhich software will help me do this?
  • Our research shows that the top KPIs for businessare:Unique visitorsLeads or ConversionsVisitsPage viewsBounce ratesThere arenosurprises here, but are they really useful?Perhaps to understandretrospectiveperformance, however if you have improvedperformance, metricscan’t tell you why and how to repeat this.
  • So metrics as KPIs are important to determine trends and performance, but can’t really help us improve things.So it’s critical to strategically plan your approach at the outset before you start actually doing it. So what’s the problem? Do you have a high bounce rate? A low conversion rate or alow quality of leads?And if metrics can’t help us get to the bottom of this, what do we need to start doing?
  • The constituent parts of success are Traffic, Content and User Experience.In order to identify the problem and ask the right questions, we need to understand each of them better.It is possible to understand Trafficthrough standard metrics.However it is more difficult to understand User Experience and Content, and this is where more insight is required
  • The kind of questions we need to ask ourselves are:How are they navigating?What are they seeing, clicking and reading?Which contentinfluences them?What content should you create more of?How does this differ on mobile and for each audience?It’s about understanding engagement – and this is where data as a science meets creativityIn other words, the touchy-feely part of analytics
  • There are now a range of tools available that can providevisual insight.Decibel Insight offers:- Heatmaps for understanding navigation and contentVisitor playback to troubleshoot UX issues and improve signpostingVisitor identification to learn about the audience and provide an additional source ofleadsLet’s talk about heatmaps!
  • So we now have a really clear view of the content that our visitors are interested in.This still isn’t really enough though, if we are to use our this information to drive our online business strategy.So we need to apply another concept, Segmentation, which is based on a very important rule…
  • …We call this the2% rule. If around 2% of people reach a goal or convert that leaves 98% that don’t. So if we analyse 100% of visitors, where almost all of them (98%) didn’t convert, then our data will be very skewed.By identifyingexactly what the 2% do – we can understand what content actually helps driveconversion. If we can then improve it, move it to a betterplace or producemore of it, we should easily be able to convertmore of the 98%.
  • This Interaction Map is applied to a product website for a global cosmetics brand.The website led with instructional videos to explain the product’sapplications. However, this left the ”products” call-to-action quite low on the page.Surprisingly, the Interaction Maps showed that this button was still the most popular link on the page, with 21% of clicks, of which 18.6% subsequently converted.
  • When we applied a Scroll Map, we were able to see which percentage of visitors reached each section of the page. In this case, we can see that fewer than 50% of the website visitors reached the most highly converting call-to-action on the home page.
  • This is where an Attention Map becomes useful. Attention Maps show whichparts of the page visitors spend the mosttimereading or interacting with.On this page, the scrolling instructional videos were holding the attention of most visitors, and they were leaving the page before being introduced to the product range.
  • A simple solution to this particular problem was fairly obvious, and the product and instructional video sections on the website were switched.This led to more visitors being exposed to the call-to-action, subsequently leading to a higherclick-throughrate and a higherconversionrate for the website.
  • Heatmaps can also provide insight into the content that causes your visitors to convert.The screenshot above shows that converting visitors were interested in a large range of conditions, however two particular conditions led to the highest number of conversions.This insight can help direct your content marketing efforts, ensuring that you produce more of the content that your convertingcustomers are interested in.
  • In addition to this, time-basedheatmapscan also be used to determine the best time to send e-mail marketing or post content to social media.The example above shows that Monday evenings are the time that most visitors convert on the website, so targeting e-mail and social media communications in this time frame should lead to a higher engagement rate and subsequentconversion.
  • Where web analytics end and insight begins

    1. 1. The heatmapping tool you can trust.
    2. 2. Framework Question 1 What’s useful to stakeholders? Question 2 What’s useful to you? Question 3 What tools do you need?
    3. 3. Useful for whom?
    4. 4. Challenge your thinking A What is the problem? B What questions do I need to ask?
    5. 5. The success funnel Conversion
    6. 6. Measurement Traffic Value per source UX Content What people see What people read Understand engagement How do they interact? What makes them convert?
    7. 7. Visual insight Multi-device heatmaps Visitor playback Visitor identification
    8. 8. Clicks assigned to content, not location
    9. 9. Works on dynamic content and responsive websites!
    10. 10. 2%
    11. 11. 21% of clicks 18.6% Conversion rate
    12. 12. < 50% of visitors
    13. 13. Most time spent Primary CTA
    14. 14. 25.1% Conversion rate
    15. 15. Most converting content
    16. 16. Most converting time
    17. 17. The missing information
    18. 18. The knowledge gap ? Traditional Something Visual is missing Actionable
    19. 19. Where analytics ends, and insight begins.