The Right Metrics to Optimize: Three metrics every marketer should focus on

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Jeff Cram of ISITE Design presentation on experience optimization at the August 8, 2012 MITX Innovators Exchange event "The Right Metrics to Optimize"

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The Right Metrics to Optimize: Three metrics every marketer should focus on

  1. 1. The Right Metrics to Optimize Jeff CramExperience Optimization: Three Metrics every ISITE DesignThe Right should FocusOptimize marketer Metrics to on @jeffcram @jeffcram#MITXInnoExc @ MITX Innovation Forum August 8, 2012 ISITE Design
  2. 2. The backdrop MITX Innovators Exchange August 8, 2012 Four measurement-minded folks each bring their top three metrics to optimize. The audience debates. Will there be one KPI left standing? Let’s dive in….The Right Metrics to Optimize @jeffcram#MITXInnoExc ISITE Design
  3. 3. We have a day two problemThe Right Metrics to Optimize @jeffcram#MITXInnoExc ISITE Design
  4. 4. The Right Metrics to Optimize @jeffcram#MITXInnoExc ISITE Design
  5. 5. Metric #1 Micro Conversion RatesThe Right Metrics to Optimize @jeffcram#MITXInnoExc ISITE Design
  6. 6. Measuring touchpoints along the journey Source: B2Bstories.comThe Right Metrics to Optimize @jeffcram#MITXInnoExc ISITE Design
  7. 7. From marketing optimization to experience optimization Source: Scott Brinker http://www.chiefmartec.com/post-click-marketing/The Right Metrics to Optimize @jeffcram#MITXInnoExc ISITE Design
  8. 8. ??????The Right Metrics to Optimize @jeffcram#MITXInnoExc ISITE Design
  9. 9. Which test won?The Right Metrics to Optimize @jeffcram#MITXInnoExc ISITE Design
  10. 10. 282% Micro conversion rate increase 57% Macro conversion rate increaseThe Right Metrics to Optimize @jeffcram#MITXInnoExc ISITE Design
  11. 11. Metric #2 Bounce Rate by SegmentThe Right Metrics to Optimize @jeffcram#MITXInnoExc ISITE Design
  12. 12. Bounce Rate The measure of how many visitors come to a page on your site and leave without viewing any other pages A standard-issue KPIThe Right Metrics to Optimize @jeffcram#MITXInnoExc ISITE Design
  13. 13. “They came, they puked, they left” Avinash Kaushik Digital Marketing Evangelist, GoogleThe Right Metrics to Optimize @jeffcram#MITXInnoExc ISITE Design
  14. 14. So, what’s a “good” bounce rate anyway? (Beware of averages) Source: Kiss Metrics http://blog.kissmetrics.com/bounce-rate/The Right Metrics to Optimize @jeffcram#MITXInnoExc ISITE Design
  15. 15. Bounce rate segmentation Segment by Why it matters Keyword group Keywords show visitor intent. High bounce rates suggest the need for more segmented post click experiences. Persona Each user has different motivations that should inform the content and user experience strategy Browser/device Isolating mobile traffic and specific browsers can pinpoint specific areas to optimize Previous page Context matters and the prior page and link can better inform what the user’s intent and expectation. Location Many businesses are very location specific. More targeted location-based content can help reduce bounce rates. Page load time Slow-loading pages are proven to increase bounce rates and conversion rates. Onsite search Internal site searches are often overlooked. Many return very few relevant resultsThe Right Metrics to Optimize @jeffcram#MITXInnoExc ISITE Design
  16. 16. SolarWorld Americas increases conversion by 200% with audience segmentation and geo-targeted landing pages Source: http://www.isitedesign.com/insight-blog/12_05/solarworld-americasThe Right Metrics to Optimize @jeffcram#MITXInnoExc ISITE Design
  17. 17. Metric #3 Return on ContentThe Right Metrics to Optimize @jeffcram#MITXInnoExc ISITE Design
  18. 18. Everyone is investing in content Source: Content Marketing Institute http://www.contentmarketinginstitute.com/2011/12/2012-b2b-content-marketing-research/The Right Metrics to Optimize @jeffcram#MITXInnoExc ISITE Design
  19. 19. Renting vs. owning Source: Content Marketing ROI eBook - Eloqua & KapostThe Right Metrics to Optimize @jeffcram#MITXInnoExc ISITE Design
  20. 20. The content confidence gap Source: Content Marketing Institute http://www.contentmarketinginstitute.com/2011/12/2012-b2b-content-marketing-research/The Right Metrics to Optimize @jeffcram#MITXInnoExc ISITE Design
  21. 21. Moving to multi-channel measurement Source: What CountsThe Right Metrics to Optimize @jeffcram#MITXInnoExc ISITE Design
  22. 22. ThanksJeff CramISITE Design617-401-2295jcram@isitedesign.comThe Right Metrics to Optimize @jeffcram#MITXInnoExc ISITE Design

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