Measuring the ROI of your website_Morgan McKeagney

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Measuring the ROI of your website_Morgan McKeagney

  1. 1. Morgan McKeagney, Managing Director, iQ Content Web analytics: profit through measurement
  2. 2. 2 Part 1: Embracing data (the what)
  3. 3. Never in the field of marketing endeavor has cause and effect been more measurable or actionable
  4. 4. Which country should we dominate next?
  5. 5. Red or Green?
  6. 6. 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
  7. 7. All this translates into cash Higher conversions = better results
  8. 8. 3 Web Analytics | The Opportunity
  9. 9. Sounds great, but is it really that easy?
  10. 10. Key challenge? Taking action.   Forrester Research survey   53% say biggest challenge is acting on findings
  11. 11. Getting it right | A simple framework
  12. 12. Getting clarity on your objectives
  13. 13. Translating good objectives into measurable KPIs
  14. 14. Implementation: Collecting accurate and complete data
  15. 15. Reporting | Turning data into insight Effective reporting: Getting the right info, to the right person, in the right format, at the right time.
  16. 16. Insights: What’s happening on our site?
  17. 17. Insights: Which products are selling?
  18. 18. Insights: Funnels - Where are the accident blackspots?
  19. 19. Insights: Marketing – which half or our budget are we wasting?
  20. 20. 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.”
  21. 21. Find out more: Buy Avinash’s Bible
  22. 22. Part 2: Embracing design (the why & the how)
  23. 23. Analytics tells you the what, not the why
  24. 24. Improvement requires decisions, action & design
  25. 25. From insight to action: making changes
  26. 26. World’s most admired companies...
  27. 27. 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 comenot through TV ad campaigns, but through word of mouth from one satisfied user to another. Extract from Google Philosophy
  28. 28. Customer focus: the Amazon way Jeff Bezos, Amazon CEO “The Institutional Yes”, Harvard Business Review, October 2007
  29. 29. Apple: Tyranny of the “Insanely Great”.
  30. 30. “Design is not just what it looks and feels like. Design is how it works.”
  31. 31. Designed in California.... ...exclusively for Steve.
  32. 32. Designed for cabin crew, 1971 now beloved by all travellers.
  33. 33. Personas: Deepening customer insight “ The broader the target you aim for, the more certainty you have of missing the bull’s eye ” Alan Cooper
  34. 34. Techniques for building understanding Source: “The User is Always Right”, Mulder & Yaar, 2006
  35. 35. User engagement & research
  36. 36. Triangulation: merging data with qualitative insight
  37. 37. Persona 1: Meet Robert
  38. 38. Robert’s Journey
  39. 39. Persona 2: Susan
  40. 40. Susan’s Journey
  41. 41. Beyond data & insight: user-centred design
  42. 42. Find out more: two books for your bookshelf
  43. 43. Case Study | Permanent TSB Case Study: Permanent TSB
  44. 44. Before: Cluttered, random, malfunctioning…
  45. 45. Customer Engagement & Research
  46. 46. …clean, focused, usable. After: redesigned all elements
  47. 47. “No one wants to buy credit cards online” Link to video
  48. 48. 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
  49. 49. Credit cards revisited: make it easy Link to video
  50. 50. Result? More applications, more successful applications.
  51. 51. 5 1 Wrapping up
  52. 52. 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
  53. 53. Questions? Feedback?   Visit us at: www.iqcontent.com   Read blog, sign-up for free monthly newsletter Contact Details: Morgan McKeagney Managing Director iQ Content Ltd e: morgan@iqcontent.com t: +353 1 677 1140 Twitter: @morganmck @iqcontent www.iqcontent.com

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