Superfast Business: Measuring Your Online Succcess

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Superfast Business - offers fully funded support to help ambitious businesses in the South West identify, maximise and profit from the opportunities that superfast broadband and new technologies …

Superfast Business - offers fully funded support to help ambitious businesses in the South West identify, maximise and profit from the opportunities that superfast broadband and new technologies present. They have a team of expert advisers, a programme of events on hot topics offering inspirational insights and practical solutions and access to IT specialists and knowledge.

The service is aimed at businesses who have heard superfast broadband is coming to their area or are already experiencing good connection speeds and fulfill ERDF eligibility criteria.

Register on their website today to see if your business is able to access the full support package and keep up to date with the latest technologies and information.

w: www.superfastbusiness.co.uk
e: info@superfastbusiness.co.uk
t: 0845 603 8593

More in: Business , Technology
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  • 1. Serco Internal Measuring your online success Kate Doodson Cosmic @cosmickated
  • 2. Serco Internal What is superfast business? • Superfast Business is a European Funded programme of fully funded business support for SMEs • Delivered by Peninsula Enterprise, working with the Local Authorities & Connecting Devon & Somerset broadband rollout project
  • 3. Serco Internal • Business advice and specialist support to help growth businesses maximise the opportunities of Superfast Broadband and associated technologies. • Businesses can get support to: – Developing an ICT strategy – Developing your ICT network/ infrastructure – Engaging new and existing customers – Collaboration – Client Relationship Management Systems – Flexible working – Moving your business to the Cloud – Business Continuity • Eligibility criteria apply to businesses accessing the service Superfast Business Support
  • 4. Support Available – 12 hours of support
  • 5. Serco Internal 1. Register on our website (which incorporates the Knowledge Hub). www.superfastbusiness.co.uk to unlock access to a range of resources and materials 2. Check your eligbility 3. Let us know what areas of ICT and technology you might be interested in 4. Talk to our Client Relationship Co-ordinator to check your eligibility and arrange an appointment with one of our dedicated Business Advisers Next Steps Developing an ICT strategy Developing your ICT network/ infrastructure Engaging new and existing customers Collaboration Client Relationship Management Systems Flexible working Moving your business to the Cloud Business Continuity
  • 6. Serco Internal http://www.youtube.com/watch?v=G7KZR9 NwKQQ
  • 7. Serco Internal • www.superfastbusiness.co.uk • twitter @superfastbiz • Facebook www.facebook.com/superfastbiz • join our LinkedIn group 'Superfast Business SW' • info@superfastbusiness.co.uk • 0845 603 8593 Stay up to date
  • 8. Serco Internal Measuring your online success
  • 9. Serco Internal • We are creating 2.5 billion GB of data every day • In the last 2 years we have created 90% of the data on the planet
  • 10. Serco Internal
  • 11. Serco Internal
  • 12. Serco Internal • LA Police • Review 13 million past crimes to predict current behavior
  • 13. Serco Internal What data so small businesses have? • Social analysis + web analytics + CRM data + email data+ support queries = Big data • Customer’s behaviours, recruitment, product testing, market testing, product lifecycles, product usage • Open Data from Governments and public services may open new customer insights, new services, new products
  • 14. Serco Internal
  • 15. Serco Internal • Oct 2013 - 15,429,942 sites use Google Analytics. • 60% of the top 10,000 sites use it • 82% of sites using it are using Analytics incorrectly. * source: econsultancy*
  • 16. Serco Internal What is Google Analytics? • Google’s statistics package • Tracks and records all data from all sources • Data is held anonymously • Measures, analyses, compares and reports • All Historic data from commencement
  • 17. Serco Internal Analytics set up… • Set up account • Copy Code • Paste to all pages of site • Remove own IP address • Share account with others • Download the app for tablet and smartphone
  • 18. Serco Internal Key performance indicators Reach • Pay-per-click cost per acquisition • Pay-per-click total conversions • Site visits • Channel acquisition • Average order value Convert • Unique visitors • Total visits • Page views • New visitors • New customers • Total orders per day, week, month • Time on site per visit • Page views per visit • Checkout abandonment • Cart abandonment • Return rate • Gross margin • Customer service open cases Retain • Email open, click, and conversion rates • Referral sources: percent from search, direct, email, pay-per- click, other
  • 19. Serco Internal My 8 most important KPIs for websites 1. How many visitors? 2. Bounce rate 3. Time on site & number of pages visited 4. Ratio of mobile to desktop users 5. Ratio of channels 6. % of visits from non-brand search terms 7. Range of landing pages 8. Conversion rate
  • 20. Analytics Orientation – Home page=Audience Overview
  • 21. Serco Internal 1. How many visits? How many visitors are coming to your site? Who are they? Are they new or loyal visitors? Where have they come from?
  • 22. Visitors = Users (total, both new and returning)
  • 23. Serco Internal What is a Session? • Session = visit - grouped interactions in a given timeframe • Multiple page views, downloads, e-commerce transactions • One visitor can have many visits of weeks or months • Visit ends – 30 minutes of inactivity – At midnight – Change of campaign
  • 24. Is the number good or bad? Compare it to same time last year
  • 25. And we can segment too
  • 26. Serco Internal What else can we find out about our visitors?
  • 27. Serco Internal
  • 28. What else can you find out?
  • 29. Serco Internal What can we measure - Visits • How many people have visited in a give timeframe • How popular is our site, are visits increasing or decreasing? • New visits vs return visitors • Are they loyal or new? • Where do they come from? – Where is the interest, is it where you expected? • What are their age, gender, interests? – Is it what you expected?
  • 30. Serco Internal 2. Bounce rate Why did they bounce?
  • 31. Serco Internal What is a bounce rate? Bounce Rate: • Can be defined as a single interaction with a page on your website (not always the home page) and then exit Bounce rate scenarios • Clicks the back button (most common) • Closes the browser (window/tab) • Types a new URL • Does nothing (session times out after 30min)
  • 32. Serco Internal Why is this important? • Measure of the quality of the page Or • Measure of the quality of your optimisation
  • 33. Serco Internal What’s an average bounce rate • Changes for each type of business…. Industry, brand credibility, type of site, type of page, step in the funnel (where the page is in the site), stage of the customer lifecycle, user intent, and many other potential factors. • But on average – very roughly ----Between 40-50% Think about this in context for you….. – Clicked an external link – for an external login – Contact us page – Customer support pages – Blog articles
  • 34. Serco Internal Typical bounce rates • 40-60% Content websites • 30-50% Lead generation sites • 70-98% Blogs • 20-40% Retail sites • 10-30% Service sites • 70-90% Landing pages Source – Google Analytics 2012
  • 35. Serco Internal • Bounce rate… Audience overview > Bounce rate
  • 36. Serco Internal 3. Time on site & number of pages visited What pages did they visit How many pages did they visit Does this correlate with time on site
  • 37. Serco Internal • How long do you normally stay on a page? ……Around 1 minute • Did you know we tend to read only a ¼ of text on a page? Source Jakob Neilson 2013
  • 38. Serco Internal Pages visit/session duration • Audience Overview
  • 39. Serco Internal What does this tell us? • Is the content relevant? • Is it compelling? • Is there enough content on the page • Can you have too long time on site? • Yes.. Download may be an issue (look at webmaster tools for ave download time of your site)
  • 40. Serco Internal 4. Ratio of mobile/desktop users Who’s using what on your site? Does your site work well on all the devices?
  • 41. Serco Internal • Mobile use of Google is up 400% in the last year • Christmas day 75% of visits to John Lewis were from mobile and tablet • 25% of visits to local authority sites are from mobile • What’s your %? Did you know
  • 42. Serco Internal • Audience>mobile>overview
  • 43. Serco Internal
  • 44. Is your site mobile responsive?
  • 45. Serco Internal 5. Ratio of channels How have people got to your site? What do you need to work on? What’s dominant?
  • 46. Serco Internal • Acquisition > Overview
  • 47. Serco Internal • Direct – typed into an address bar • Referral – clicked on a link • Organic – typed into a search engine • Social – Clinked on a link from social media • Ideally balanced approach, unless your strategy is for one specific route • Too much Direct is a worry though – as it means no-one knows about you outside of your customers What are the sources?
  • 48. Serco Internal Acquisition>Channels>referrals
  • 49. Serco Internal Acquisition>Channels>Organic
  • 50. Serco Internal Acquisition>Channels>social
  • 51. Serco Internal 6. % of visits from non-brand search terms Are people finding you without knowing you? Is Search engine optimisation working for you?
  • 52. Serco Internal What does this tell us? • Who is getting to your site using non branded terms • How long are they staying • What are they doing?
  • 53. Serco Internal Acquisition>Channels>Organic> advanced> exclude keyword containing brand
  • 54. Serco Internal 7. Range of landing pages Is your site well optimised? Are customers finding directly what they want rather than a home page?
  • 55. Serco Internal Behaviour> site content> Landing pages Most popular landing pages…. / = home Any campaigns working well? SEO working well?
  • 56. Serco Internal 8. Goal conversion rate Focus on core outcomes Think about your objectives
  • 57. Serco Internal What is a conversion? ….. What you want it to be…. Create a goal – a Page, event, duration, session stats • Sale • Form submission • Trial signup • Content consumption • Download software • View FAQ…. Create a goal
  • 58. Serco Internal Goal settings • What is a goal? Measures how well your site fulfils an objective • i.e. to get someone to purchase, visit your contact page or download a document • Creating goal – Admin > Goals and add a value too
  • 59. Serco Internal
  • 60. Serco Internal Or just have a look at flow ….
  • 61. Serco Internal My 8 most important KPIs for websites 1. How many visitors? 2. Bounce rate 3. Time on site & number of pages visited 4. Ratio of mobile to desktop users 5. Ratio of channels 6. % of visits from non-brand search terms 7. Range of landing pages 8. Conversion rate
  • 62. Serco Internal Making it easier …..
  • 63. Serco Internal Create Reports and Dashboards
  • 64. Serco Internal Creating a filter (exclude your IP address) Admin > click on domain > filters
  • 65. Serco Internal Share your account with others… • Add other users to access account Admin >domain> users
  • 66. Serco Internal Measuring your social media success
  • 67. Serco Internal How do brands measure SM success?
  • 68. Serco Internal 1. Measuring popularity 2. Measuring engagement 3. Measuring conversion 4. Measuring influence
  • 69. Serco Internal Measuring Popularity
  • 70. Serco Internal Number of • Facebook fans • Twitter Followers • YouTube Subscribers • Keep an eye for unsubscribers • Think about demographics - male/female split • Any best time for posting? Any particular interests? What’s your reach?
  • 71. Serco Internal Demographics
  • 72. Serco Internal How many likes?
  • 73. Serco Internal • Number of likes
  • 74. Serco Internal Twitonomy
  • 75. Serco Internal Measuring Engagement
  • 76. Serco Internal • Number of likes, shares, re-tweets • Ratio of engagement to followers – good KPI and comparison against competitors • Number of comments and mentions • What’s worked? What hasn’t?
  • 77. Serco Internal
  • 78. Serco Internal
  • 79. Social mention
  • 80. Serco Internal tweetfeel
  • 81. Serco Internal Measuring Conversion
  • 82. Serco Internal • % traffic back to your website • Traffic flow to goals • % of traffic to your website that reach goal
  • 83. Serco Internal Or just have a look at flow ….
  • 84. Serco Internal Measuring influence
  • 85. Serco Internal Klout
  • 86. Serco Internal How Sociable
  • 87. Serco Internal Tools that may help
  • 88. Serco Internal Sprout Social
  • 89. Serco Internal Brandwatch
  • 90. Serco Internal Tools that may be useful… • Tweetreach • Hootsuite • Klout • SocialMention • Twazzup • Addictomatic • Tweettails • Simply Measured
  • 91. Serco Internal Questions?
  • 92. Serco Internal • www.superfastbusiness.co.uk • twitter @superfastbiz • Facebook www.facebook.com/superfastbiz • join our LinkedIn group 'Superfast Business SW' • info@superfastbusiness.co.uk • 0845 603 8593 Stay up to date