A4U Expo London   Web Analytics   Joanna Butler   Barriers To Conversion And Discovering Untapped Opportunities With Analytics
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A4U Expo London Web Analytics Joanna Butler Barriers To Conversion And Discovering Untapped Opportunities With Analytics

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My presentation slides on Barriers to Conversion and Discovering Untapped Opportunities with Analytics at A4U Expo London, October 2009, including practical GTD tips and strategies using segmentation.

My presentation slides on Barriers to Conversion and Discovering Untapped Opportunities with Analytics at A4U Expo London, October 2009, including practical GTD tips and strategies using segmentation.

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A4U Expo London Web Analytics Joanna Butler Barriers To Conversion And Discovering Untapped Opportunities With Analytics Presentation Transcript

  • 1. performance led digital marketing latitudegroup.com 14/10/2009 Joanna Butler, SEO & Online Marketing Consultant
  • 2. 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
  • 3. Barriers to Conversion & Discovering Untapped Opportunities with Analytics What is Web Analytics? ● Spans all channels ● Informs marketing strategy ● Can save/make you money
  • 4. 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.
  • 5. Barriers to Conversion & Discovering Untapped Opportunities with Analytics Analytics Methodology SMART aims: Specific Measurable Achievable Realistic Time-related
  • 6. 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');">
  • 7. Barriers to Conversion & Discovering Untapped Opportunities with Analytics Analytics Methodology ● Segmentation: it takes two (or more!) ● Averages are deadly! The useful bit!
  • 8. Barriers to Conversion & Discovering Untapped Opportunities with Analytics Tracking ● Warning! Users may not have Cookies enabled
  • 9. Barriers to Conversion & Discovering Untapped Opportunities with Analytics Tracking: Technical
  • 10. Barriers to Conversion & Discovering Untapped Opportunities with Analytics Tracking: Marketing Efforts
  • 11. Barriers to Conversion & Discovering Untapped Opportunities with Analytics Tracking: Engagement
  • 12. Barriers to Conversion & Discovering Untapped Opportunities with Analytics Tracking: [Target] Demographics
  • 13. Barriers to Conversion & Discovering Untapped Opportunities with Analytics Creating Segments
  • 14. Barriers to Conversion & Discovering Untapped Opportunities with Analytics Creating Segments
  • 15. 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
  • 16. Barriers to Conversion & Discovering Untapped Opportunities with Analytics Creating Segments
  • 17. Barriers to Conversion & Discovering Untapped Opportunities with Analytics Creating Segments
  • 18. 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?
  • 19. Barriers to Conversion & Discovering Untapped Opportunities with Analytics Creating Segments
  • 20. Barriers to Conversion & Discovering Untapped Opportunities with Analytics Creating Segments
  • 21. Barriers to Conversion & Discovering Untapped Opportunities with Analytics Creating Segments ● Collect user data ● Learn what makes them tick
  • 22. 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
  • 23. 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?
  • 24. Barriers to Conversion & Discovering Untapped Opportunities with Analytics Example stats to track Another idea: ...of outbound clicks
  • 25. Barriers to Conversion & Discovering Untapped Opportunities with Analytics Example stats to track Ladder of Loyalty Get them hooked!
  • 26. 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
  • 27. 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
  • 28. Barriers to Conversion & Discovering Untapped Opportunities with Analytics Thank you! Ask me questions Joanna.Butler@LatitudeGroup.com Follow me on Twitter @JoannaButler @Latitude_Group