0
McCormick | CONFIDENTIAL | Page 1 | 11/5/2013
Measuring the Success of Your Organization’s Website
3
What Is Success?
44
4 | R2integrated
What is Success?
In order to measure success, you first must
define it.
Start with overall organizatio...
55
5 | R2integrated
What is Success?
Once you’ve defined success, determine
how your website can play a role:
• Generate a...
6
Connecting Goals to KPIs
77
7 | R2integrated
Data Overload
88
8 | R2integrated
Conversions
Identify site actions that define your business goals
Engagements
Identify site engagement...
99
9 | R2integrated
Site Conversions
411 CLICKS
2,442CLICKS
What site actions define the
business goals that you’ve
identi...
1010
10 | R2integrated
436 clicks
873 clicks
1,687 clicks
Site Engagements
524 CLICKS
1,256 CLICKS
987 CLICKS
What element...
1111
11 | R2integrated
WEBSITE
Traffic Sources
1212
12 | R2integrated
Organic Search
Secure search is the new normal.
No insight into what phrases convert best for organ...
1313
13 | R2integrated
Google Webmaster Tools
1414
14 | R2integrated
Page Performance
15
Data Dimensions
1616
16 | R2integrated
The Mobile Dimension
Mobile-specific Tracking
• Traffic patterns
• Engagement tracking
• Segments f...
1717
17 | R2integrated
Success by Persona
1818
18 | R2integrated
Path To Engagement
1919
19 | R2integrated
Path To Engagement
 150 different paths to
engagement
 690 (25%) of them with more than
one inter...
20
Reporting
2121
21 | R2integrated
Confidential 3/28/2014
Reporting
1. Define the audience
2. Ask questions
3. Create context
4. Turn ...
2222
22 | R2integrated
Visualizing Analytics
2323
23 | R2integrated
Visualizing Analytics
2424
24 | R2integrated
Refine and Test
Create Reporting
Outline Data Dimensions
Outline Business Goals
Identify Site Actio...
2525
25 | R2integrated
Kara Alcamo
Director of Search Marketing
R2integrated
@r2integrated
kalcamo@r2integrated.com
Measuring the Success of Your Website
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Measuring the Success of Your Website

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At the Capitol Communicator Convergence in Communications Conference (3C), r2i's Director of Search, Kara Alcamo discussed how to measure the success of a website and the process by which marketers and communications professionals can define success, map that to measurable KPIs, slice through big data, and lay everything out in a meaningful report that provides actionable information.

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Transcript of "Measuring the Success of Your Website "

  1. 1. McCormick | CONFIDENTIAL | Page 1 | 11/5/2013 Measuring the Success of Your Organization’s Website
  2. 2. 3 What Is Success?
  3. 3. 44 4 | R2integrated What is Success? In order to measure success, you first must define it. Start with overall organizational goals: • Increase attendance to event(s) by 15% • Increase donations by 20% YoY
  4. 4. 55 5 | R2integrated What is Success? Once you’ve defined success, determine how your website can play a role: • Generate awareness? • Bring new leads? • Nurture existing relationships? • Reduce workload of internal departments?
  5. 5. 6 Connecting Goals to KPIs
  6. 6. 77 7 | R2integrated Data Overload
  7. 7. 88 8 | R2integrated Conversions Identify site actions that define your business goals Engagements Identify site engagements that funnel into those actions Source Identify the ways in which people find your website Segmenting into Small Data
  8. 8. 99 9 | R2integrated Site Conversions 411 CLICKS 2,442CLICKS What site actions define the business goals that you’ve identified? Examples: • Registrations • Form fill outs • Applications
  9. 9. 1010 10 | R2integrated 436 clicks 873 clicks 1,687 clicks Site Engagements 524 CLICKS 1,256 CLICKS 987 CLICKS What elements funnel into those site actions? Examples: • Non-conversion clicks • Video views • Social shares
  10. 10. 1111 11 | R2integrated WEBSITE Traffic Sources
  11. 11. 1212 12 | R2integrated Organic Search Secure search is the new normal. No insight into what phrases convert best for organic visitors.
  12. 12. 1313 13 | R2integrated Google Webmaster Tools
  13. 13. 1414 14 | R2integrated Page Performance
  14. 14. 15 Data Dimensions
  15. 15. 1616 16 | R2integrated The Mobile Dimension Mobile-specific Tracking • Traffic patterns • Engagement tracking • Segments for mobile users (compare desktop vs mobile) • Opt-out clicks • Mobile exit rates/bounce rates
  16. 16. 1717 17 | R2integrated Success by Persona
  17. 17. 1818 18 | R2integrated Path To Engagement
  18. 18. 1919 19 | R2integrated Path To Engagement  150 different paths to engagement  690 (25%) of them with more than one interaction
  19. 19. 20 Reporting
  20. 20. 2121 21 | R2integrated Confidential 3/28/2014 Reporting 1. Define the audience 2. Ask questions 3. Create context 4. Turn on your right brain 5. Test and adjust
  21. 21. 2222 22 | R2integrated Visualizing Analytics
  22. 22. 2323 23 | R2integrated Visualizing Analytics
  23. 23. 2424 24 | R2integrated Refine and Test Create Reporting Outline Data Dimensions Outline Business Goals Identify Site Actions that Define Those Business Goals (Conversions) Identify Elements that Funnel Into These Site Actions (Engagements) Identify How People Find These Elements and Site Actions (Traffic Sources) Recap – Measuring Success
  24. 24. 2525 25 | R2integrated Kara Alcamo Director of Search Marketing R2integrated @r2integrated kalcamo@r2integrated.com
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