5 quick ways to improve your web analyticsJim Hazen, capstrat November 17th, 2010
The narcissist slide Jim Hazen Capstrat Analytics Director @hazenj email@example.com
Topics we shall explore Have a reason to exist The fallacy of averages Illumination of segmentation Measuring ‘engagement’ Beyond the short-term success
If you have no objective, than any measurement will do
5 Does your current report look like this? Your business gets paid for outcomes not page views. Measure accordingly!
#1: Have a reason to exist 6 Scenario 1: You own an online jewelry store Objectives: Sell more stuff Make a profit Increase average order value Generate repeat purchases (lifetime value) Notice how time on site or page views aren’t listed?
#1: Have a reason to exist 7 Objectives: Increase volunteers Grow donations Communicate news and opportunities Metrics: View the contact us page Volunteers Online donations Newsletter subscribers Scenario 2: You run a non-profit website There are a million things you can measure but only a few that can change the business.
#1: Have a reason to exist 8 Scenario 3: You run a structural engineering consultancy Objectives: Increase sales leads Promote products and services Metrics: Leads Downloads of product sheets Visits that read key content
Averages hide the distribution of behaviors. Don’t rely solely on averages in your analysis! #2 : The fallacy of Averages 9
10 Does your current web analytics report look something like this?
#4 : Measuring “engagement” 15 First question…. What the hell is engagement? “Engagement” is not a metric, it’s an excuse – AvinashKaushik Σ(Ci + Di + Ri + Li + Bi + Fi + Ii) – Eric Peterson My take? No standard answer to engagement, its unique to each company/website. So what are some ways to do this?
#4 : Measuring “engagement” 16 Segment on Site Behaviors: Create custom segments by piecing together metrics around Page Depth, Loyalty, Visit Duration, and Recency. Problem is you have define what is ‘good’.
#4 : Measuring “engagement” 17 Create a Micro-Conversion scoring: Give values to each of the small micro-events on your site that you think are valuable. You have to define what each conversion is worth. Stolen from Omniture blog
18 #4 : Measuring “engagement” Now you have a quantifiable way to evaluate ‘Engaged’ Create segments and see what they’re doing.
# 5:Beyond the short-term success 20 Don’t just stop at the conversion on your website. Measure the lifetime value. Best way is to integrate with your CRM. Web analytics tool of choice CRM tool of choice
# 5:Beyond the short-term success 21 Create a unique identifier on your lead form/order confirmation that is passed to your web analytics vendor as well as your CRM system. CRM Lead form Set a Custom Variable for your web analytics: CRM record with LEADID-123456 pageTracker._setCustomVar( 1, “Lead-ID", “LEADID-123456", 3
# 5:Beyond the short-term success 22 The common identifier allows you to link the 2 data sources together to understand:
What happens to the lead once it goes into the backend?
What are the touch points that leads to a sale?
Do these visitors purchase more in the long run?
What sources of traffic/tactics generate the best customers?