Analyses with no web analyst on boardHow can a company with no in-company web analyst benefit from webanalysis? How can an external web analyst help them to answer specificbusiness questions to make them more effective and more successful?Geddy van Elburg
Geddy van Elburg Web analytics course at UBC SEO / SEA Usability Certified Web analyst Web analyst ( DAA) Persuasion Architecture Conversion optimisation Chair of DAA Special Interest Group EU Guest speaker/teacher at More than 13 years of Saxion University experience Owner of Ionmoon Member of education and certification committee
IonmoonB2B and B2C clients Internet strategyInternationalMember of WTC Twente Web analyticsHelping in company web Usability /Persuasionanalysts team architectureMost of the clients don’t have a Search Engine Strategyweb analyst on board Social Media StrategyHelping companies to get gripon their internet strategy andaccountability Expert reviews
Growing use of Internet Polska/Poland700600 More people will orientate500 online400300200 Polska/Poland More people will buy online.100 0 This will even grow more: EU plan 2020 on Internet structure
Analytics? Where do you start?Depending on your companiesneeds What is the existing situation ( starting point) What is the business strategy Where do you want to go? What are your goals?
Situation in most companies Are you reaching all of your target groups?
One size doesn’t fit allMost companies just reach themiddle 30% How do I improve this?Dutch call this the “poldermodel” Measurable data: insights Act on Insights So you need web analytics !!
Cats are no dogs Analysing websites is not only about data. It is about human behaviour. The biggest challenge for any web analyst is translating data into actionable insightsEisenberg & Eisenberg: Waiting for your cat to bark
Web analytics: more than # visitors StrategyHow did they find you? Setting up Goals and KPIsWhat are your visitors doingon your website? SegmentingAre they converting? Branding vs. non brandingWhat are we Missing? Translating data into behaviour and into actions
Everything starts with thinkingStart with what you need toknowWhy do you need to knowHow are you getting the dataAre the resultsHow can we duplicate/ avoidresults
Traffic sourceDirect traffic What is your client value of eachOrganic search source?Paid search Do you really have a ROI of these traffic sources?Social Media Which sources drives your mostReferral valuable clients?Email How can you improve?Offline mediaEtc.
Looking beyond ROI Crucial data is not ROI, but average order value in campaigns. Example: Campaign B needs twice as many conversions to reach same results as campaign A Campaign A Campaign B Conversion Ratio 3% 7% Sale € €10,000 €12,000 # Sales 50 120 Average Order €200 €100 Value (AOV)
Branding index This is all about reach. High branding index might be a Are you reaching people who risk have not heard about you? Is branding segment behaving differently on your site? What is the HALO effect of What can you do to improve? non-web related marketing?Branding index and customer life cycle might indicate the health of your company
Offline media Broad match: sending What is the halo effect? Cooperation with online How to turn readers /watchers into customers? What is the Return on Investment?
The old funnel model One-way approach Speaking instead of listening Goal: creating demand instead of client value
The new funnel Dialogue through multiple channels Conversation vs. “sending” Goal: Creation of long-term client value & loyalty Sales through service
Not selling online? Webshop have a clear conversion : Sale Lead generation and informative websites contribute towards company results.Example: How many people do you attract towards your store? How many people ask for a quote? How many people become a customer/client?
Target groupsLooking from the inside Looking from the outside Information you provide is not necessarily information the visitor needs
Not every visitor is equal Analyse results demographic data, behavioural, and channel: Social media Which clients are active on social media? Which channels do they use? What are they doing there? Channel Which channel gives most response? Which channel more influencers? New vs. Existing customers Which group delivers more revenue? Multi-Channel Activity/Status Are visitors from different channels behaving differently? How?
Not every visitor is valuable Best way to evaluate the overall performance is to assign a weighted value (or amount) to any action that makes sense for your company or organization Example: Page view = 1 point (or € ) Registration = 5 points (or €) Qualified lead = 7 points (or €) Sale = 10 points (or €)
Conversion measurement Essential to zoom in on results Every channel has a different result Measurements are always not reliable Especially with complex products; use of multiple computers etc.
4 critical areas of measurement •Page Visitor data views, visitors, visits, clicks, conv Important basics ersion, bounce etc •When, how, where Influence Data mentioned, networkincreasing importance connections Feedback Data •Questions, complaints, reviews, f Learn to listen rustrations, problems, praise •Measure results of actions and ROI channels individually and inper Action & Channel media mix
Internet scorecard Balanced scorecard for internet Quick access towards results Complete picture of results Strategic thinking
How is online contributing towards Financial the business goals How do we reach target groups and maintainconversion, retention etc. Customer Website Strategy How do we develop and maintain website effective How do we create Organisation an effective online organisation
Internet scorecard Not only for large companies Especially smaller companies can benefit Quicker response towards visitors/ goals/ etc.
Continuity Web analysis only works when done on a regular basis ( week/ month/ quarter) Compare with same period ( previous month/ same month previous year): Make your own benchmark
Inhouse vs. External consultant or both? Certified? Knowledge of your business? Training of your staff?