performance led digital marketing latitudegroup.com
14/10/2009 Joanna Butler, SEO & Online Marketing Consultant

Barriers to Conversion & Discovering Untapped Opportunities with Analytics
About Joanna Butler
● SEO, web analytics and online marketing strategies
● I work with blue chips and SMEs at Latitude
● Horse rider, photographer and London tourist
● I blog at: SearchEngineChocolate.com
Search Engine Chocolate .com

Barriers to Conversion & Discovering Untapped Opportunities with Analytics
What is Web Analytics?
● Spans all channels
● Informs marketing strategy
● Can save/make you money

Barriers to Conversion & Discovering Untapped Opportunities with Analytics
What is Web Analytics?
Before the
“How do I...”
should be the
“Why do I want to...”
...track these statistics?
Information without a purpose is like having a car without a licence.

Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Analytics Methodology
SMART aims:
Specific
Measurable
Achievable
Realistic
Time-related

Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Tracking: Engagement
Set up goals :
Track outbound links
href="http://www.example.com" onClick="javascript:
="javascript
<a href="http://www.example.com" onClick="javascript:
pageTracker._trackPageview('/outgoing/example.com');
('/outgoing/example.com');">
pageTracker._trackPageview('/outgoing/example.com');">
Track on event
<a href="http://www.example.com" onClick="javascript:
href="http://www.example.com" onClick="javascript:
="javascript
pageTracker._trackEvent('Videos', Wind');">
pageTracker._trackEvent('Videos', 'Downloaded', 'Gone With the Wind');">

Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Analytics Methodology
● Segmentation: it takes two (or more!)
● Averages are deadly! The useful bit!

Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Tracking
● Warning!
Users may not have Cookies enabled

Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Tracking: Technical

Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Tracking: Marketing Efforts

Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Tracking: Engagement

Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Tracking: [Target] Demographics

Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Creating Segments

Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Creating Segments

Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Creating Segments
Voucher code + High bounce rate
= Has your voucher code expired?
● Give an alternative offer
● Error = bad experience

Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Creating Segments

Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Creating Segments

Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Creating Segments
iPhone or netbook
= Conference attendee?
● What content interests you?
● Did you click an outbound link
link?
● How long did you stick around?

Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Creating Segments

Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Creating Segments

Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Creating Segments
● Collect user data
● Learn what makes them tick

Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Example stats to track
What is the behavioural pattern of your target customers?
Directed information seekers
Experienced, specific product
Undirected information seekers
Surf, browse, novice / experienced
Bargain hunters
Free, prizes, sales, promotions
Directed buyers
Specific product, price
& product comparison sites
Entertainment seekers
Interact, social, content important

Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Example stats to track
Using the ‘ALEA’ model...
What processes do your customers go through before converting?

Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Example stats to track
Another idea:
...of outbound clicks

Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Example stats to track
Ladder of Loyalty
Get them hooked!

Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Example stats to track
I’m a merchant, what can I do?
Share relevant data
• Demographics
• Trends
• New products
• Your experience
Product feed
Choice

Barriers to Conversion & Discovering Untapped Opportunities with Analytics
If you remember anything, remember this:
“ Assumption
is the mother of all
*mess-ups!
...let your customers decide!
”
* Quote from Under Siege 2: edited for general audience

Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Thank you!
Ask me questions
Joanna.Butler@LatitudeGroup.com
Follow me on Twitter
@JoannaButler
@Latitude_Group