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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 …

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.

Published in: Marketing
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  • 1. McCormick | CONFIDENTIAL | Page 1 | 11/5/2013 Measuring the Success of Your Organization’s Website
  • 2. 3 What Is Success?
  • 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. 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. 6 Connecting Goals to KPIs
  • 6. 77 7 | R2integrated Data Overload
  • 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. 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. 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. 1111 11 | R2integrated WEBSITE Traffic Sources
  • 11. 1212 12 | R2integrated Organic Search Secure search is the new normal. No insight into what phrases convert best for organic visitors.
  • 12. 1313 13 | R2integrated Google Webmaster Tools
  • 13. 1414 14 | R2integrated Page Performance
  • 14. 15 Data Dimensions
  • 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. 1717 17 | R2integrated Success by Persona
  • 17. 1818 18 | R2integrated Path To Engagement
  • 18. 1919 19 | R2integrated Path To Engagement  150 different paths to engagement  690 (25%) of them with more than one interaction
  • 19. 20 Reporting
  • 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. 2222 22 | R2integrated Visualizing Analytics
  • 22. 2323 23 | R2integrated Visualizing Analytics
  • 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. 2525 25 | R2integrated Kara Alcamo Director of Search Marketing R2integrated @r2integrated kalcamo@r2integrated.com

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