@jeroentjepkema
@matthewNL
Turn visitors into buyers?
How to measure website traffic...
...and understand customer behaviour
More conversion = More visitors
But if we look closer......
Why did customers drop off?‣Price‣Functional errors?‣Performance issues?
Why did customers drop off?‣Price‣Functional errors?‣Performance issues?                              What’s the business ...
More visitors = More abondement?
What we need is context!
Complete Web MonitoringThe big picture
Source: Complete Web Monitoring, Sean Power/Alistair Croll, 2009!
Overwhelming?
Web Analytics            (what did they           do on the site?)                                              Complete W...
Web Analytics                                              Usability            (what did they                            ...
Web Analytics                                              Usability         Performance            (what did they        ...
Web Analytics                                              Usability         Performance            (what did they        ...
Web Analytics                                              Usability         Performance            (what did they        ...
Web Analytics                                              Usability         Performance            (what did they        ...
“Hard” data           Web Analytics                                               Usability      Performance           (wh...
Analytics         Usability          Performance            (what did they do     (how did they       (could they do      ...
Every website has goals                          http://www.flickr.com/photos/itsgreg/446061432/
Organic Search !   Campaigns!     Ad Network!                                              Transactional site             ...
!"                                     Media site        Enrolment!                                       Targeted!       ...
Web Analytics is the measurement of  movement towards these goals
A simple analytics model#$%&(&"               !"#$#%&%"(          )*"+%,-.*"(             NEW           VISITORS          ...
What data to collect?
Hits
Hits   Pageviews
Hits   Pageviews   Sessions
Hits   Pageviews   Sessions   Visitors
Unique visitor = Unique person?
Slice into segments
Discover patterns: What did they do?
Metrics for different types of pages
Places‣ Efficiency matters‣ Leave when they’re  bored‣ Collect feedback‣ A/B test content for  pages/session, exits
Tasks‣ Effectiveness  matters‣ Completion,  abandonment‣ Collect “motivation”  feedback‣ A/B test layouts for  conversion
Funnels: Group & track relevant pages
From accounting to optimization      From accounting to optimization...
http://www.flickr.com/photos/joshywoshywoo/124671979/sizes/l/in/photostream/Use Web Analytics to measure effectiveness
Analytics           Usability          Performance               (what did they do     (how did they       (could they do ...
“The tyranny of the user.”                Clu - Tron Legacy
We’re the ‘bomb’!Competition? Non existent.       Optimize? No need.People shouldn’t complain.
A small spark...
What people say?*    Compliments     * twitter examples only
What people say?*     Frustrations     * twitter examples only
What people say?*  Indirect optimization tips.       * twitter examples only
What people say?*Tips from friendly marketeers.        * twitter examples only
What people say?* Possible missed conversion.        * twitter examples only
How do they feel about us?  -
How do they feel about us?  -Nevertheless, when a commercial is aired...
How do they feel about us?  -Nevertheless, when a commercial is aired...
How do they feel about us?  -Nevertheless, when a commercial is aired...                              Free advertising,   ...
Offline can effect Online
Offline can effect Online
Offline can effect Online
Measure Social Media EffortsProduct focused tweet.
Measure Social Media EffortsProduct focused tweet.
Measure Social Media EffortsProduct focused tweet.                         Link to results on                         Sunw...
Measure Social Media EffortsProduct focused tweet.                                        Link to results on              ...
Be pro-actief!
Be pro-actief!       WIN
Be pro-actief!                   WINThere’s more to just a simple tweet.
Mini ExampleInterview with Sean Power  http://bit.ly/seanpower
Measuring Influence   utm_source=[name]
Measuring Influence   utm_source=[name]
Measuring Influence   utm_source=[name]                437 followers
Measuring Influence   utm_source=[name]                 437 followers              11.181 followers
Measuring Influence   utm_source=[name]                 437 followers              11.181 followers
Measuring Influence   utm_source=[name]                 437 followers              11.181 followers
How do your customers buy?                      Offline
How do your customers buy?                      Online                      Online                      Offline            ...
How do your customers buy?                                                             Online                             ...
What will it cost me?                 $0                 $0            from $18            from $10           from $600
Analytics           Usability          Performance              (what did they do     (how did they       (could they do  ...
Voice of Customer         source: trpdsaya.tumblr.com
Voice of Customer         Visitor         source: trpdsaya.tumblr.com
What’s the customer’s experience? Gut feeling. Look into our crystal ball. Use n=1 research.
Just ask your visitorsWhat’s the purpose of their visit?Can they complete their actions?How satisfied are they?+ open ended...
Actual Insights
Actual Insights
Actual Insights
Actual Insights
Actual Insights
Actual Insights
Actual Insights
Actual Insights
Actual Insights
Actual Insights
Actual Insights
Actual InsightsFunctional demand
Actual InsightsFunctional demandFunctional problem
Actual InsightsFunctional demandFunctional problemInformation need
Actual InsightsFunctional demandFunctional problem                     Product AvailabilityInformation need
Categorise Answers
High Influence x Low Rating = Opportunity
High Influence x Low Rating = Opportunity
High Influence x Low Rating = Opportunity       Opportunity
Listen & Take Action Make your customers feel special
Food for thought...
Food for thought...
Food for thought...       What is your true conversion rate?
Food for thought...       What is your true conversion rate?                total # orders                total # visitors
Food for thought...       What is your true conversion rate?                total # orders                total # visitors...
Food for thought...       What is your true conversion rate?                total # orders                total # visitors...
True Intent Conversion Rate                     100.000                       1000                       $100             ...
True Intent Conversion RateTotal visitors                     100.000Total orders                         1000Average orde...
True Intent Conversion RateTotal visitors                     100.000Total orders                         1000Average orde...
What will it cost me?                  $0                  $0             from $99             from $29
Analytics           Usability           Performance             (what did they do     (how did they      (could they do   ...
Usability     source: trpdsaya.tumblr.com
Usability is everywhere...
The HiPPO        I am the boss.  I know what is best.If it works for Amazon,     it will work for us.
Your VisitorExperience  Search Purchase
Homepage
Homepage   Homepage
Homepage   Homepage   Last Minutes
Homepage   Last MinutesProduct
Homepage   Last Minutes ProductDestination
Homepage   Last Minutes ProductDestination   Date
Homepage   Last Minutes ProductDestination   DateDeparture
Homepage   Last Minutes ProductDestination   Date DepartureSearch Type
Homepage   Last Minutes ProductDestination   Date DepartureSearch TypeFree Search
Redesign based on Users
Redesign based on Users        610 pixels           vs        280 pixels
Redesign based on Users        610 pixels           vs        280 pixels           saved space = ±54%
Content Effectiveness
Content EffectivenessInspiration  Offers
Content EffectivenessInspiration             boring  Offers
Content EffectivenessInspiration              boring  Offers               interesting
Content EffectivenessInspiration              boring                             swap  Offers               interesting
Content EffectivenessInspiration  Offers
Content EffectivenessInspiration  Offers                         Result
Keep asking questionsWhere would you click to book a hotel?
Keep asking questionsWhere would you click to book a hotel?
Keep testing your visitors          Variation 1   Variation 2
Keep testing your visitors          Variation 1   Variation 2
Keep testing your visitors          Variation 1   Variation 2
Keep testing your visitors          Variation 1   Variation 2                        5% uplift
€20.000.000 + 5% =
What will it cost me?                  $0             from $19             from $49             from $49
Analytics            Usability           Performance             (what did they do?)     (how did they      (could they do...
Slow websites are bad for business
Visitor           Strangeloop            Website                       Decide whether                         to optimize ...
Here’s what they discovered....
Traffic levels                         9.000Total number of visits                         6.750                         4....
Bounce rate                      20Visits that bounced                      15                      10                    ...
Average time on site                         31Time on site (minutes)                         23                         1...
Conversion rate and order valueDifference due to optimization                                 20                          ...
Wait, there’s more!
!"#$%&(                       !"                            #"                                 $"                         ...
Mac OS, Safari!      Windows Vista, Safari!Every browser has it’s own set of rules
We’re getting mobile...
!"#$%&(  OV9292            #"--%&(%    KLM             #",.%&(%     NS             #"-.%&(%  Telegraaf         !"#$%&(%   ...
!"#$%&(        )*&+,(  OV9292            #"--%&(%         *"/-%&(%    KLM             #",.%&(%         +".+%&(%     NS    ...
!"#$%&(        )*&+,(                                 ,-.&/"(  OV9292            #"--%&(%         *"/-%&(%                ...
Downtime will cost you
3d Party providers
!"
!"
Performance brings challenges
1. We don’t know about                          !"#$performance issues tillend users tell us                          %&$(...
1. We don’t know about                                                            ;"14<*5,(                               ...
1. We don’t know about                            678(performance issues tillend users tell us2. They don’t tell us!      ...
Visibility of End User Performance
Web Application delivery chain                                :%;&)"%25<&      *$+",&()&   >%$79/%9&"1;& ?1;@A9/%9        ...
Web Application delivery chain                                :%;&)"%25<&      *$+",&()&   >%$79/%9&"1;& ?1;@A9/%9        ...
Web Application delivery chain                                 :%;&)"%25<&     *$+",&()&   >%$79/%9&"1;& ?1;@A9/%9        ...
Web Application delivery chain                                :%;&)"%25<&      *$+",&()&   >%$79/%9&"1;& ?1;@A9/%9        ...
Web Application delivery chain                                :%;&)"%25<&      *$+",&()&   >%$79/%9&"1;& ?1;@A9/%9        ...
Web Application delivery chain                                :%;&)"%25<&      *$+",&()&   >%$79/%9&"1;& ?1;@A9/%9        ...
Web Application delivery chain                                :%;&)"%25<&      *$+",&()&   >%$79/%9&"1;& ?1;@A9/%9        ...
Synthetic monitoring  Pros‣ Easy to set up‣ Only way to test without  actual visitor traffic‣ Can measure your  competitors...
Synthetic monitoring  Pros                              Vendors‣ Easy to set up                ‣   Watchmouse‣ Only way to...
Real User Monitoring  Pros‣ Measures all user traffic, as  well as performance‣ Can be used to reproduce  problems‣ Real ti...
Real User Monitoring  Pros                               Vendors‣ Measures all user traffic, as   ‣   Coradiant  well as pe...
Performance Analytics
Web Analytics can tell you a lot.
And it tells you have much money they’ve spend
But...
What did they         Could they do                vs.    do?                    it?
Performance data: Average page load time
!"#$%"&(&)*+,"-$       ?          !"#$.+*/01,2-$! !"#$%!&%%(!                  ! !927*%6:+27!! !)*#+,#-+,+./!             ...
!"#$%"&(&)*+,"-$                                                           !"#$.+*/01,2-$! !"#$%!&%%(!                    ...
Complete web monitoring: Performance Analytics
Analytics            Usability           Performance            (what did they do?)     (how did they      (could they do ...
Complete Web Monitoring
Analytics  ‣ Accounting for optimization  ‣ Session, Visitors, Segments  ‣Task, Places, FunnelsComplete Web Monitoring
Analytics                 ‣ Accounting for optimization                 ‣ Session, Visitors, Segments                 ‣Tas...
Analytics                     ‣ Accounting for optimization                     ‣ Session, Visitors, Segments             ...
Analytics                     ‣ Accounting for optimization                     ‣ Session, Visitors, Segments             ...
Analytics                     ‣ Accounting for optimization                     ‣ Session, Visitors, Segments             ...
Don’t forget: Metrics must beRelevant: related to a core business transactionActionable: used for decision making and/or i...
Thanks! More questions?M: jtjepkema@measureworks.nlT: @jeroentjepkemaW: www.measureworks.nl
Measure works - Eretail - turning visitors into customers
Measure works - Eretail - turning visitors into customers
Measure works - Eretail - turning visitors into customers
Measure works - Eretail - turning visitors into customers
Measure works - Eretail - turning visitors into customers
Measure works - Eretail - turning visitors into customers
Measure works - Eretail - turning visitors into customers
Measure works - Eretail - turning visitors into customers
Measure works - Eretail - turning visitors into customers
Measure works - Eretail - turning visitors into customers
Measure works - Eretail - turning visitors into customers
Measure works - Eretail - turning visitors into customers
Measure works - Eretail - turning visitors into customers
Measure works - Eretail - turning visitors into customers
Measure works - Eretail - turning visitors into customers
Measure works - Eretail - turning visitors into customers
Measure works - Eretail - turning visitors into customers
Measure works - Eretail - turning visitors into customers
Measure works - Eretail - turning visitors into customers
Measure works - Eretail - turning visitors into customers
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Measure works - Eretail - turning visitors into customers

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Important KPI for websites is converting visitors to buyers. For maximizing every online visit a clear Web Monitoring strategy is essential. Most used is Web Analytics, for measuring the visitors journey through your sales funnel.

However, Web Analytics only tells you how many customers went from A to B. The context why they dropped of during a visit is missing. This presentation will provide insight
in how to measure website traffic and understand customer behaviour. From a complete overview of the online analytics world, how to identify and measure conversion goals, how web performance relates to revenue risked and finally how to link these metrics to business goals.

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Measure works - Eretail - turning visitors into customers

  1. 1. @jeroentjepkema
  2. 2. @matthewNL
  3. 3. Turn visitors into buyers?
  4. 4. How to measure website traffic...
  5. 5. ...and understand customer behaviour
  6. 6. More conversion = More visitors
  7. 7. But if we look closer......
  8. 8. Why did customers drop off?‣Price‣Functional errors?‣Performance issues?
  9. 9. Why did customers drop off?‣Price‣Functional errors?‣Performance issues? What’s the business impact? ‣Lost customers? ‣Revenue risked? ‣In Euros?
  10. 10. More visitors = More abondement?
  11. 11. What we need is context!
  12. 12. Complete Web MonitoringThe big picture
  13. 13. Source: Complete Web Monitoring, Sean Power/Alistair Croll, 2009!
  14. 14. Overwhelming?
  15. 15. Web Analytics (what did they do on the site?) Complete Web MonitoringSource: Complete Web Monitoring, Sean Power/Alistair Croll, 2009!
  16. 16. Web Analytics Usability (what did they (how did they do on the site?) interact with it?) Complete Web MonitoringSource: Complete Web Monitoring, Sean Power/Alistair Croll, 2009!
  17. 17. Web Analytics Usability Performance (what did they (how did they (could they do do on the site?) interact with it?) what they wanted to?) Complete Web MonitoringSource: Complete Web Monitoring, Sean Power/Alistair Croll, 2009!
  18. 18. Web Analytics Usability Performance (what did they (how did they (could they do do on the site?) interact with it?) what they wanted to?) Complete Web Monitoring VoC (what were their motivations?)Source: Complete Web Monitoring, Sean Power/Alistair Croll, 2009!
  19. 19. Web Analytics Usability Performance (what did they (how did they (could they do do on the site?) interact with it?) what they wanted to?) Complete Web Monitoring VoC Social Media (what were their (what were they motivations?) saying?)Source: Complete Web Monitoring, Sean Power/Alistair Croll, 2009!
  20. 20. Web Analytics Usability Performance (what did they (how did they (could they do do on the site?) interact with it?) what they wanted to?) Complete Web Monitoring VoC Social Media Competition (what were their (what were they (what are they motivations?) saying?) up to?)Source: Complete Web Monitoring, Sean Power/Alistair Croll, 2009!
  21. 21. “Hard” data Web Analytics Usability Performance (what did they (how did they (could they do do on the interact with what they site?) it?) wanted to?) Complete Web Monitoring VoC Social Media Competition (what were (what were (what are they their they saying?) up to?) motivations?)Source: Complete Web Monitoring, Sean Power/Alistair Croll, 2009! “Soft” data
  22. 22. Analytics Usability Performance (what did they do (how did they (could they do on the site?) interact with it?) what they wanted to?) Complete Web Monitoring VoC Social Media Competition (what were (what were they (what are they up saying?) to?) their motivations?)Part one:Web Analytics
  23. 23. Every website has goals http://www.flickr.com/photos/itsgreg/446061432/
  24. 24. Organic Search ! Campaigns! Ad Network! Transactional site Visitor! Offer ! !" !"#$%&$&$() Upselling! Reach! Purchase step 1! !" Purchase step 2! !" Mailing, ! alerts, !" promotions! Conversion! !"*+,&$-.-&&$() Enrolment! /0.1()#$),+(&) !" Negative !" Positive
  25. 25. !" Media site Enrolment! Targeted! !" embedded add! Add Network! Visitor! !" !" Advertiser site!!"#$%&%"( )*#$+&(,-(./&"( !" Negative !" Positive
  26. 26. Web Analytics is the measurement of movement towards these goals
  27. 27. A simple analytics model#$%&(&" !"#$#%&%"( )*"+%,-.*"( NEW VISITORS GROWTH CONVERSIONSEARCHES RATE PAGES TIME TWEETSMENTIONS NUMBER OF VISITS PER VISIT ON SITE !"ADS SEEN ORDER LOSS VALUE BOUNCE RATE
  28. 28. What data to collect?
  29. 29. Hits
  30. 30. Hits Pageviews
  31. 31. Hits Pageviews Sessions
  32. 32. Hits Pageviews Sessions Visitors
  33. 33. Unique visitor = Unique person?
  34. 34. Slice into segments
  35. 35. Discover patterns: What did they do?
  36. 36. Metrics for different types of pages
  37. 37. Places‣ Efficiency matters‣ Leave when they’re bored‣ Collect feedback‣ A/B test content for pages/session, exits
  38. 38. Tasks‣ Effectiveness matters‣ Completion, abandonment‣ Collect “motivation” feedback‣ A/B test layouts for conversion
  39. 39. Funnels: Group & track relevant pages
  40. 40. From accounting to optimization From accounting to optimization...
  41. 41. http://www.flickr.com/photos/joshywoshywoo/124671979/sizes/l/in/photostream/Use Web Analytics to measure effectiveness
  42. 42. Analytics Usability Performance (what did they do (how did they (could they do on the site?) interact with it?) what they wanted to?) Complete Web Monitoring VoC Social Media Competition (what were (what were they (what are they up saying?) to?) their motivations?)Part two:Social Media
  43. 43. “The tyranny of the user.” Clu - Tron Legacy
  44. 44. We’re the ‘bomb’!Competition? Non existent. Optimize? No need.People shouldn’t complain.
  45. 45. A small spark...
  46. 46. What people say?* Compliments * twitter examples only
  47. 47. What people say?* Frustrations * twitter examples only
  48. 48. What people say?* Indirect optimization tips. * twitter examples only
  49. 49. What people say?*Tips from friendly marketeers. * twitter examples only
  50. 50. What people say?* Possible missed conversion. * twitter examples only
  51. 51. How do they feel about us? -
  52. 52. How do they feel about us? -Nevertheless, when a commercial is aired...
  53. 53. How do they feel about us? -Nevertheless, when a commercial is aired...
  54. 54. How do they feel about us? -Nevertheless, when a commercial is aired... Free advertising, “dacht ‘t wel”!
  55. 55. Offline can effect Online
  56. 56. Offline can effect Online
  57. 57. Offline can effect Online
  58. 58. Measure Social Media EffortsProduct focused tweet.
  59. 59. Measure Social Media EffortsProduct focused tweet.
  60. 60. Measure Social Media EffortsProduct focused tweet. Link to results on Sunweb website
  61. 61. Measure Social Media EffortsProduct focused tweet. Link to results on Sunweb website Measure Campagne “Twitter Interactie” Medium “Medewerker X” Source “juulvdwurff” Content “informatie zoeker” Term “goedkope vakantie”
  62. 62. Be pro-actief!
  63. 63. Be pro-actief! WIN
  64. 64. Be pro-actief! WINThere’s more to just a simple tweet.
  65. 65. Mini ExampleInterview with Sean Power http://bit.ly/seanpower
  66. 66. Measuring Influence utm_source=[name]
  67. 67. Measuring Influence utm_source=[name]
  68. 68. Measuring Influence utm_source=[name] 437 followers
  69. 69. Measuring Influence utm_source=[name] 437 followers 11.181 followers
  70. 70. Measuring Influence utm_source=[name] 437 followers 11.181 followers
  71. 71. Measuring Influence utm_source=[name] 437 followers 11.181 followers
  72. 72. How do your customers buy? Offline
  73. 73. How do your customers buy? Online Online Offline Online
  74. 74. How do your customers buy? Online Online Offline Online verhouding 3:1* * weinig ‘offline’ mensen zullen zich ‘online’ melden
  75. 75. What will it cost me? $0 $0 from $18 from $10 from $600
  76. 76. Analytics Usability Performance (what did they do (how did they (could they do on the site?) interact with it?) what they wanted to?) Complete Web Monitoring VoC Social Media Competition (what were (what were they (what are they up saying?) to?) their motivations?)Part three:Voice of Customer
  77. 77. Voice of Customer source: trpdsaya.tumblr.com
  78. 78. Voice of Customer Visitor source: trpdsaya.tumblr.com
  79. 79. What’s the customer’s experience? Gut feeling. Look into our crystal ball. Use n=1 research.
  80. 80. Just ask your visitorsWhat’s the purpose of their visit?Can they complete their actions?How satisfied are they?+ open ended question
  81. 81. Actual Insights
  82. 82. Actual Insights
  83. 83. Actual Insights
  84. 84. Actual Insights
  85. 85. Actual Insights
  86. 86. Actual Insights
  87. 87. Actual Insights
  88. 88. Actual Insights
  89. 89. Actual Insights
  90. 90. Actual Insights
  91. 91. Actual Insights
  92. 92. Actual InsightsFunctional demand
  93. 93. Actual InsightsFunctional demandFunctional problem
  94. 94. Actual InsightsFunctional demandFunctional problemInformation need
  95. 95. Actual InsightsFunctional demandFunctional problem Product AvailabilityInformation need
  96. 96. Categorise Answers
  97. 97. High Influence x Low Rating = Opportunity
  98. 98. High Influence x Low Rating = Opportunity
  99. 99. High Influence x Low Rating = Opportunity Opportunity
  100. 100. Listen & Take Action Make your customers feel special
  101. 101. Food for thought...
  102. 102. Food for thought...
  103. 103. Food for thought... What is your true conversion rate?
  104. 104. Food for thought... What is your true conversion rate? total # orders total # visitors
  105. 105. Food for thought... What is your true conversion rate? total # orders total # visitors or total # orders total # visitors with the intention to purchase
  106. 106. Food for thought... What is your true conversion rate? total # orders total # visitors or total # orders total # visitors with the intention to purchase “true intent conversion rate” © Matthew Niederberger
  107. 107. True Intent Conversion Rate 100.000 1000 $100 1% 10.000 1000 $100 10%
  108. 108. True Intent Conversion RateTotal visitors 100.000Total orders 1000Average order Value $100Conversion Rate 1%Visitors with Intent to Purchase 10.000Total orders 1000Average order Value $100True Intent Conversion Rate 10%
  109. 109. True Intent Conversion RateTotal visitors 100.000Total orders 1000Average order Value $100Conversion Rate 1%Visitors with Intent to Purchase 10.000Total orders 1000Average order Value $100True Intent Conversion Rate 10%90% of visitors with intent, DID NOT CONVERT Estimated missed revenue $900.000
  110. 110. What will it cost me? $0 $0 from $99 from $29
  111. 111. Analytics Usability Performance (what did they do (how did they (could they do on the site?) interact with it?) what they wanted to?) Complete Web Monitoring VoC Social Media Competition (what were their (what were they (what are they up motivations?) saying?) to?)Part four:Usability
  112. 112. Usability source: trpdsaya.tumblr.com
  113. 113. Usability is everywhere...
  114. 114. The HiPPO I am the boss. I know what is best.If it works for Amazon, it will work for us.
  115. 115. Your VisitorExperience Search Purchase
  116. 116. Homepage
  117. 117. Homepage Homepage
  118. 118. Homepage Homepage Last Minutes
  119. 119. Homepage Last MinutesProduct
  120. 120. Homepage Last Minutes ProductDestination
  121. 121. Homepage Last Minutes ProductDestination Date
  122. 122. Homepage Last Minutes ProductDestination DateDeparture
  123. 123. Homepage Last Minutes ProductDestination Date DepartureSearch Type
  124. 124. Homepage Last Minutes ProductDestination Date DepartureSearch TypeFree Search
  125. 125. Redesign based on Users
  126. 126. Redesign based on Users 610 pixels vs 280 pixels
  127. 127. Redesign based on Users 610 pixels vs 280 pixels saved space = ±54%
  128. 128. Content Effectiveness
  129. 129. Content EffectivenessInspiration Offers
  130. 130. Content EffectivenessInspiration boring Offers
  131. 131. Content EffectivenessInspiration boring Offers interesting
  132. 132. Content EffectivenessInspiration boring swap Offers interesting
  133. 133. Content EffectivenessInspiration Offers
  134. 134. Content EffectivenessInspiration Offers Result
  135. 135. Keep asking questionsWhere would you click to book a hotel?
  136. 136. Keep asking questionsWhere would you click to book a hotel?
  137. 137. Keep testing your visitors Variation 1 Variation 2
  138. 138. Keep testing your visitors Variation 1 Variation 2
  139. 139. Keep testing your visitors Variation 1 Variation 2
  140. 140. Keep testing your visitors Variation 1 Variation 2 5% uplift
  141. 141. €20.000.000 + 5% =
  142. 142. What will it cost me? $0 from $19 from $49 from $49
  143. 143. Analytics Usability Performance (what did they do?) (how did they (could they do interact with it?) it?) Complete Web Monitoring VoC Social Media Competition (what were their (what were they (what are they up motivations?) saying?) to?)Part five:Performance Analytics
  144. 144. Slow websites are bad for business
  145. 145. Visitor Strangeloop Website Decide whether to optimize Normal Receive Accelerated content page Insert Process segment scripts Optimize? marker Send analytics UnacceleratedGoogle Analytics
  146. 146. Here’s what they discovered....
  147. 147. Traffic levels 9.000Total number of visits 6.750 4.500 8.505 2.250 4.740 0 Optimized Unoptimized Visitor experience
  148. 148. Bounce rate 20Visits that bounced 15 10 13,38% 14,35% 5 0 Optimized Unoptimized Visitor experience
  149. 149. Average time on site 31Time on site (minutes) 23 16 30,17 23,83 8 0 Optimized Unoptimized Visitor experience
  150. 150. Conversion rate and order valueDifference due to optimization 20 15 10 16,07 5 5,51 0 Conversion rate Order value
  151. 151. Wait, there’s more!
  152. 152. !"#$%&( !" #" $" %" &" !" #"() *+ , -" $ "() *+ , -" . "/0* -/ +1 23 ."/0* -/ +1 23 %" 45 %" 45 6" 45 &" 78 98 *02 " :8;"<8=-">+8?"@,-" 78 98 *0$ A-*B-0C-?"<8=-">+8?"@,-" "
  153. 153. Mac OS, Safari! Windows Vista, Safari!Every browser has it’s own set of rules
  154. 154. We’re getting mobile...
  155. 155. !"#$%&( OV9292 #"--%&(% KLM #",.%&(% NS #"-.%&(% Telegraaf !"#$%&(% Nu.nl #")*%&(%NOS Teletekst $"+,%&(% Bol.com *"$!%&(% Wehkamp *"#)%&(% Marktplaats +"$-%&(% 7-14 Feb: Homepage, mobile site and native app measured with Gomez Active XF suite
  156. 156. !"#$%&( )*&+,( OV9292 #"--%&(% *"/-%&(% KLM #",.%&(% +".+%&(% NS #"-.%&(% #")/%&(% Telegraaf !"#$%&(% !"##%&(% Nu.nl #")*%&(% ."$+%&(%NOS Teletekst $"+,%&(% #"-.%&(% Bol.com *"$!%&(% -"+$%&(% Wehkamp *"#)%&(% *"--%&(% Marktplaats +"$-%&(% #."$*%&(% 7-14 Feb: Homepage, mobile site and native app measured with Gomez Active XF suite
  157. 157. !"#$%&( )*&+,( ,-.&/"( OV9292 #"--%&(% *"/-%&(% #",#%&(% KLM #",.%&(% +".+%&(% +"#!%&(% NS #"-.%&(% #")/%&(% *"./%&(% Telegraaf !"#$%&(% !"##%&(% #")*%&(% Nu.nl #")*%&(% ."$+%&(% +"*.%&(%NOS Teletekst $"+,%&(% #"-.%&(% #"-.%&(% Bol.com *"$!%&(% -"+$%&(% #"/#%&(% Wehkamp *"#)%&(% *"--%&(% -",*%&(% Marktplaats +"$-%&(% #."$*%&(% -"#/%&(% 7-14 Feb: Homepage, mobile site and native app measured with Gomez Active XF suite
  158. 158. Downtime will cost you
  159. 159. 3d Party providers
  160. 160. !"
  161. 161. !"
  162. 162. Performance brings challenges
  163. 163. 1. We don’t know about !"#$performance issues tillend users tell us %&$()&%)*+,-($.//0(/$ +)($1./-%2()(1$34$$ (,1$0/()/$ 5%0)-(6$7%))(/8()$/8014$-%**.//.%,(1$34$9%*0:+)($
  164. 164. 1. We don’t know about ;"14<*5,( -6(performance issues till 2""$( &34&$5&,%&( ??/.///( ="(,"+(end users tell us --6( -.///.///(%#0+"1&$0( %#0+"1&$0( %"14<*5,( 2"0578&( >:6( &34&$5&,%&( 9:6(2. They don’t tell us! !"#$%&()*$+,&$(
  165. 165. 1. We don’t know about 678(performance issues tillend users tell us2. They don’t tell us! *5-(/+(/*(%95::&0;/0;(+"(3. We don’t know the #0,&$*+50,(+9&(1#*/0&**(/.35%+( "<(3&$<"$.50%&(/**#&*(business impact !"#$%&()"$$&*+&$(*+#,-(%"../**/"0&,(1-(2".3#45$&(
  166. 166. Visibility of End User Performance
  167. 167. Web Application delivery chain :%;&)"%25<& *$+",&()& >%$79/%9&"1;& ?1;@A9/%9 & 0,$=;&(/%4.+/9& ;/4.+/9 &*$";&&>","1+/%9!C/-&&(/%4/%9!!$-.,/&&0$GE$1/129!DEE&&(/%4/%9! 12/%1/2&3>&&(/%4/%9!(2$%"B/!!".1F%"G/!6/27$%8& !"#$%& 0$12/12&3/,.4/%5& !$-.,/&& ()& 6/27$%89& 0"%%./% &
  168. 168. Web Application delivery chain :%;&)"%25<& *$+",&()& >%$79/%9&"1;& ?1;@A9/%9 & 0,$=;&(/%4.+/9& ;/4.+/9 &*$";&&>","1+/%9!C/-&&(/%4/%9!Is it my (IT)!$-.,/&&0$GE$1/129!DEE&&datacenter(/%4/%9!3>&& 12/%1/2& ?(/%4/%9!(2$%"B/!!".1F%"G/!6/27$%8& !"#$%& 0$12/12&3/,.4/%5& !$-.,/&& ()& 6/27$%89& 0"%%./% &
  169. 169. Web Application delivery chain :%;&)"%25<& *$+",&()& >%$79/%9&"1;& ?1;@A9/%9 & 0,$=;&(/%4.+/9& ;/4.+/9 &*$";&&>","1+/%9!C/-&&(/%4/%9!Is it my (IT)!$-.,/&&0$GE$1/129!DEE&& Is it mydatacenter(/%4/%9! 12/%1/2&3>&& ISP? ?(/%4/%9!(2$%"B/!!".1F%"G/!6/27$%8& !"#$%& 0$12/12&3/,.4/%5& !$-.,/&& ()& 6/27$%89& 0"%%./% &
  170. 170. Web Application delivery chain :%;&)"%25<& *$+",&()& >%$79/%9&"1;& ?1;@A9/%9 & 0,$=;&(/%4.+/9& ;/4.+/9 &*$";&&>","1+/%9!C/-&&(/%4/%9!Is it my (IT)!$-.,/&&0$GE$1/129! Is it my 3d Is it my 12/%1/2& partyDEE&&datacenter(/%4/%9!3>&& ISP? ?(/%4/%9!(2$%"B/! provider?!".1F%"G/!6/27$%8& !"#$%& 0$12/12&3/,.4/%5& !$-.,/&& ()& 6/27$%89& 0"%%./% &
  171. 171. Web Application delivery chain :%;&)"%25<& *$+",&()& >%$79/%9&"1;& ?1;@A9/%9 & 0,$=;&(/%4.+/9& ;/4.+/9 &*$";&&>","1+/%9!C/-&&(/%4/%9!Is it my (IT)!$-.,/&&0$GE$1/129! Is it my 3d Is it a Is it my 12/%1/2& party browser orDEE&&datacenter(/%4/%9!3>&& ISP? ?(/%4/%9!(2$%"B/! provider? device?!".1F%"G/!6/27$%8& !"#$%& 0$12/12&3/,.4/%5& !$-.,/&& ()& 6/27$%89& 0"%%./% &
  172. 172. Web Application delivery chain :%;&)"%25<& *$+",&()& >%$79/%9&"1;& ?1;@A9/%9 & 0,$=;&(/%4.+/9& ;/4.+/9 &*$";&&>","1+/%9!C/-&&(/%4/%9!Is it my (IT)!$-.,/&&0$GE$1/129! Is it my 3d Is it a Is it my 12/%1/2& party browser orDEE&&datacenter(/%4/%9!3>&& ISP? ?(/%4/%9!(2$%"B/! provider? device?!".1F%"G/!6/27$%8& !"#$%& 0$12/12&3/,.4/%5& !$-.,/&& ()& 6/27$%89& 0"%%./% &
  173. 173. Web Application delivery chain :%;&)"%25<& *$+",&()& >%$79/%9&"1;& ?1;@A9/%9 & 0,$=;&(/%4.+/9& ;/4.+/9 &*$";&&>","1+/%9!C/-&&(/%4/%9!Is it my (IT)!$-.,/&&0$GE$1/129! Is it my 3d Is it aDEE&& Measuremy 12/%1/2& End User perspective Is it from the party browser ordatacenter(/%4/%9!3>&& ISP? ?(/%4/%9!(2$%"B/! provider? device?!".1F%"G/!6/27$%8& !"#$%& 0$12/12&3/,.4/%5& !$-.,/&& ()& 6/27$%89& 0"%%./% &
  174. 174. Synthetic monitoring Pros‣ Easy to set up‣ Only way to test without actual visitor traffic‣ Can measure your competitors‣ Measure within the browser, including 3party and script performance‣ Detects a problem before visitors sees it
  175. 175. Synthetic monitoring Pros Vendors‣ Easy to set up ‣ Watchmouse‣ Only way to test without ‣ Websitepulse actual visitor traffic ‣ Keynote‣ Can measure your ‣ Alertsite competitors ‣ Catchpoint‣ Measure within the browser, including 3party and script ‣ Gomez performance ‣ Webmetrics‣ Detects a problem before ‣ ..... visitors sees it
  176. 176. Real User Monitoring Pros‣ Measures all user traffic, as well as performance‣ Can be used to reproduce problems‣ Real time, real users‣ Non-intrusive
  177. 177. Real User Monitoring Pros Vendors‣ Measures all user traffic, as ‣ Coradiant well as performance ‣ Compuware‣ Can be used to reproduce ‣ Oracle problems ‣ Quest‣ Real time, real users ‣ Nimsoft‣ Non-intrusive ‣ Gomez ‣ ....
  178. 178. Performance Analytics
  179. 179. Web Analytics can tell you a lot.
  180. 180. And it tells you have much money they’ve spend
  181. 181. But...
  182. 182. What did they Could they do vs. do? it?
  183. 183. Performance data: Average page load time
  184. 184. !"#$%"&(&)*+,"-$ ? !"#$.+*/01,2-$! !"#$%!&%%(! ! !927*%6:+27!! !)*#+,#-+,+./! ! !"#$%*+%;:!! !01#,+./!23!45%6+%78%! ! !<+:+.26:!
  185. 185. !"#$%"&(&)*+,"-$ !"#$.+*/01,2-$! !"#$%!&%%(! ! !927*%6:+27!! !)*#+,#-+,+./! ! !"#$%*+%;:!! !01#,+./!23!45%6+%78%! ! !<+:+.26:! !"#$%"&(&)*+,"$.+*/01,2-$ ! !)::%::!+=#8.!23!%6326=#78%!27!1:%6!-%>#*+216! ! !?+%!81:.2=%6!:#@:3#8@27!.2!A1#,+./!23!(%,+*%6/! ! !01#7@3/!6%*%71%!6+:B%(!
  186. 186. Complete web monitoring: Performance Analytics
  187. 187. Analytics Usability Performance (what did they do?) (how did they (could they do interact with it?) it?) Complete Web Monitoring VoC Social Media Competition (what were their (what were they (what are they up motivations?) saying?) to?)Recap:Complete Web Monitoring
  188. 188. Complete Web Monitoring
  189. 189. Analytics ‣ Accounting for optimization ‣ Session, Visitors, Segments ‣Task, Places, FunnelsComplete Web Monitoring
  190. 190. Analytics ‣ Accounting for optimization ‣ Session, Visitors, Segments ‣Task, Places, Funnels Complete Web Monitoring VoC‣ Needs‣ Intentions‣ Ideas‣ Wishes‣ Influence
  191. 191. Analytics ‣ Accounting for optimization ‣ Session, Visitors, Segments ‣Task, Places, Funnels Complete Web Monitoring VoC Usability‣ Needs ‣ Behaviour‣ Intentions ‣ Functionality‣ Ideas ‣ Improve‣ Wishes‣ Influence
  192. 192. Analytics ‣ Accounting for optimization ‣ Session, Visitors, Segments ‣Task, Places, Funnels Complete Web Monitoring VoC Usability Social Media‣ Needs ‣ Behaviour ‣ Trust‣ Intentions ‣ Functionality ‣ Conversation‣ Ideas ‣ Improve ‣ Attitude‣ Wishes ‣ Loyalty‣ Influence ‣ Frustrations
  193. 193. Analytics ‣ Accounting for optimization ‣ Session, Visitors, Segments ‣Task, Places, Funnels Complete Web Monitoring VoC Usability Social Media Performance‣ Needs ‣ Behaviour ‣ Trust ‣ Speed‣ Intentions ‣ Functionality ‣ Conversation ‣ Downtime‣ Ideas ‣ Improve ‣ Attitude ‣ Browsers‣ Wishes ‣ Loyalty ‣ 3d party‣ Influence ‣ Frustrations ‣ Multi-device ‣ End Users
  194. 194. Don’t forget: Metrics must beRelevant: related to a core business transactionActionable: used for decision making and/or improvementReproducible: no 1 hit wonder, trend watchingUnderstandable: used to convince stakeholdersAccurate: providing the correct view of what happened
  195. 195. Thanks! More questions?M: jtjepkema@measureworks.nlT: @jeroentjepkemaW: www.measureworks.nl

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