Can Web Analytics Inform Offline Decisions?
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Can Web Analytics Inform Offline Decisions?

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Visit erinlynnyoung.com for more information.......

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We all know that Google Analytics can tell you how many visitors your site has, where they’ve come from, and what they did while they were there. But you may not have realized that insights uncovered through web analytics can help your team make better decisions – even outside of web marketing.

Learn 10 ways that web analytics have sharpened decisions in product design, marketing strategy and offline marketing communications.

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    Can Web Analytics Inform Offline Decisions? Can Web Analytics Inform Offline Decisions? Presentation Transcript

    • Can Web Analytics Inform Off-Line Decisions? January 15, 2010 User Experience Design and Information Architecture Consultation 1
    • Today We all know that Google Analytics can tell you how many visitors your site has, where they’ve come from, and what they did while they were there. But you may not have realized that insights uncovered through web analytics can help your team make better decisions – even outside of web marketing. Learn 10 ways that web analytics have sharpened decisions in product design, marketing strategy and offline marketing communications. 3
    • Why would I Understand your care about customers better web analytics? Design better Collect more products & feedback stronger marketing 4
    • Who is Erin I’m an independent UX consultant who helps teams design, test and Lynn Young? optimize sites and applications. I specialize in usability, information architecture and interaction design. I’ve worked for a wide variety of clients including UPS, Motorola, Charles Schwab, Microsoft, the U.S. Dept of Education, JCPenney, Ritz-Carlton and Chase. Learn more at erinlynnyoung.com. 5
    • Subtle Users can be remarkably unreliable at predicting their own behavior – but customer A/B & multivariate optimization preferences remove all doubt. can influence The Obama Campaign estimates that a simple experiment amounted to $60 million the bottom in donations over the life of the campaign. line – dramatically. Intrigued by test data? You’ll love: - abtests.com Google Optimizer and Optimizely are each tools that enable - whichtestwon.com webmasters to test variations in web pages to uncover the most - blog.optimizely.com successful combination. 6
    • Web Combined with data about what’s happening on the phone or in the analytics can field, web analytics can give you a tell you complete picture of how your marketing activities perform. whether that recent blast worked – or ▲ Bump in traffic ≠ bump in not. conversions Some activities may driven empty traffic. Learn which by tracking goal completions. Measure what matters! ► Life imitating art? The success online promotions may inspire retail merchandising decisions.
    • What if a Mapping user behavior through a variety of pre-sales calls-to-actions certain can tell you which ones are working behavior hardest, which could impact your communications strategy across upped the channels. odds of purchase by 50%? Demos, product builders and quotes are just a few examples of CTAs that are frequently found to drive higher-than- average conversion. Google Analytics offers goal tracking to map users through the conversion funnel. 8
    • Customers Your site’s search field is are telling you like an open- exactly what ended survey asking users, they are “What are you here for looking for. Searching chase.com for ipad yields no results. today?” Pay attention to top and emergent inquiries to know where your products and marketing should head. 9
    • What if you saw a user skip through pages 1-9 of your 10 pg brochure? Retailers invest millions – if not billions – in printed catalogs and brochures every year. How might decisions be made differently with more data at hand? 10
    • Wanna Google Trends is a free tool which enables you to let two keywords duke it out > see what the competition is missing? Google away. Working with a local lawyer, we found AdWord research to be a great tool for understanding the marketing plans of other Austin lawyers. 11
    • Imagine The social web offers us fresh ways to if creating monitor what types engaging of content engage audiences most – an Tweets, likes, shares, and comments are all social benchmarks content was insight which should certainly can be tested in the offline as easy as realm. Facebook- ing. This post on the JCPenney Facebook page garnered 500+ likes, while other posts showed less than 300. 12
    • Is opportunity knocking at your door your website? “The nearest Taco Bueno is 16 hours west.” Are there If I didn’t love Austin so much, analytics tell regions “where me that San Francisco would be an excellent everybody knows your name”? second choice. 13
    • Is it still a Web analytics is less about one-time reports “reaction” if than it is about trends it happens over time. almost The sooner you notice a change, the sooner instantly? you can react to it. Harrah’s text program targets users via MMS during their stay. Increase in Mobile Visits to NZS.com from Mobile Phone Browsers from May-Nov 2010 14
    • Would Trends in user behavior on your you ignore a site can be indicative customer of what matters most to your target. who said Crazy Egg is a service that helps you visualize user behavior. “Here’s what Your users’ interests really should be top of mind as you design your product or marketing. matters to me…”? 15
    • In Summary: Understand your Get To Know customers better Customers Design better Collect more products & feedback stronger marketing 16