Working with invisible customers Web analytics: understand and improve your online effectiveness
eMarketing & web value course developer for UHI Associate lecturer in web analytics, UBC Canada Workshop leader for the WAA, MRS, eMetrics Marketing Conference and the eMetrics Summit Board Director of WAA Digital marketer for a decade Rabid blogger at TrackingTourism.com Who am I? Working with invisible customers
Part 1: Why bother? Part 2: Web analytics - What the heck are we talking about? Part 3: Tools and techniques - see your invisible customers online Part 4: What can you do with this information? Customers in 3d technicolour! What we're going to cover... Working with invisible customers
Your website is here Why bother with eMarketing? Working with invisible customers
And why bother with measurement? Working with invisible customers Your web budget is here??
Part 1 – why bother? Consumers flock online in their millions UK has more than 40 million internet users. March 2008, the indexed web contains 50 billion pages. Average UK Internet users now spend 164 minutes online each day, compared to 148 minutes spent watching TV. There are also 7.4 million mobile web users in the UK
Part 1 – why bother? So where are all your website visitors? The competition is only beginning... Spend on Internet ads will overtake TV in next year. UK is the world’s most developed Internet advertising market, worth $5.6 billion in 2007. Do you know how well you're doing?
Don't worry about the jargon Part 2 – What the heck are we talking about? Web analytics and all the other forms of web customer research are simply: the study of the online experience in order to improve it
Improvements with a purpose Part 2 – What the heck are we talking about? Customer experience Understanding visitor behaviour Driving website optimisation Marketing campaign performance Measuring online campaigns and SEO Advertising and marketing optimisation Overall business strategy & performance Most valuable customer segments/services Money saved offline Competitor and predictive activity
Part 3: Tools and techniques Tagging web pages with a snippet of code Google Analytics, ClickTracks, Omniture Analysing web server logs Webalizer, Unica, Webtrends Conduct observation/research with real users User testing, online surveys, customer satisfaction scoring Session replay Tealeaf, Coradiant Tools and processes to help
Google Analytics and other web analytics products are tools, not answers in themselves They collect a sophisticated set of data based on what a generic business might find useful To avoid death by data focus on what is important , not just what is interesting Who decides that? You. Part 3: Tools and techniques Avoid death by data
More than just web analytics Data Empathy Tactics
Key strategic development questions Why does the website exist? What are your organisational goals? How does the website fit with these goals? Who are the stakeholders and users the site exists for? (Some may be more important than others) What do you want them to do on the website? What are the stakeholders/users really trying to achieve? Success measures should align to these goals. Measure what matters most to you & your target users. Part 3: Tools and techniques
Web analytics fundamentals Part 3: Tools and techniques 1. Page Views – The basic building block that counts the number of times a page (or prescribed item) was viewed 2. Visits - An interaction with a website consisting of one or more requests for a page view. Visits timeout after 30 minutes of inactivity 3. Visitors (Absolute Unique Visitors) - The number of individual “people” who visited your website Unique visitors is the most problematic of the basic metrics due to multiple devices, shared machines, cookie deletion
Web analytics fundamentals Part 3: Tools and techniques 1. Bounce rate – critical “revolving door” metric The percentage of single-page visits 2. Time on page/site Doesn’t typically report single page visits 3. New/returning visitors Relies on the cookie not being deleted & the person returning from the same device 4. Conversion rate The proportion of visits completing a target action 5. Funnel/navigation analysis A term relating to visualising the flow of traffic to specific conversion points
Part 3: Tools and techniques De-invisibilise the visitor!
The voice of the visitor - internal search In this real example the terms being searched suggest a problem: Part 3: Tools and techniques
Part 3: Tools and techniques Understand how people find you
Part 3: Tools and techniques Understanding if your marketing works
Part 3: Tools and techniques Understanding what people look at
Part 4: Getting to something useful See how people actually use your site "People want sites to get to the point, they have very little patience" "I do not think sites appreciate that yet ..... They still feel that their site is interesting and special and people will be happy about what they are throwing at them." Jakob Nielsen, BBC 24 th May 2008
Part 4 - Getting to something useful So, can people do what they came for? The lost, dissatisfied and disinterested leave clues in the web analytics data High bounce rates Low views of critical site content Low conversion rates Low value per visitor “ I'm outta here”
Part 4: Getting to something useful You are not the customer Don't build for the HIPPO Is your online activity for the benefit of you (or your boss) or the customer? Understanding your customer means you can focus the targeting of your site and marketing, meaning better results.
Part 4: Getting to something useful Improve by boosting relevance Most people using the Internet will never come to your site – so focus on making it relevant to that small segment that will Life is short, so is time spent on websites Great marketing is wasted if doesn't drive people to the most relevant landing page Test and improve based on evidence You are not the customer
Thanks! Vicky Brock www.HighlandBusinessResearch.com Read more at: www.TrackingTourism.com