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  • Skall fixas designmässigt!
  • Och webbstatistik
  • Sidvisningar – diskutera framelösningen. Måste ses som det besökaren ser. Vad är det viktiga på sidan??
    Besökare, unika per månad, unika per vecka - aldrig summera veckor till en månad. Eller dag till vecka osv.
    Rita exemple
  • Reach – all marknadsföring utanför webbplatsen som ska dra trafik. Alla marknadsinsatser. Även TV och radio etc…
    Acqusition – trafiken som verkligen kommer in till webbplatsen. Den som landar. Och där man tittar på beteende och content consumption. Vilka källor är bäst utifrån ”mjuka värden”. Time spent, pages seen, bounces
  • Reach – all marknadsföring utanför webbplatsen som ska dra trafik. Alla marknadsinsatser. Även TV och radio etc…
    Acqusition – trafiken som verkligen kommer in till webbplatsen. Den som landar. Och där man tittar på beteende och content consumption. Vilka källor är bäst utifrån ”mjuka värden”. Time spent, pages seen, bounces
  • Aqusition kan också räknas på brand key words och type-ins – fler eller färre besökare?
  • Reach – all marknadsföring utanför webbplatsen som ska dra trafik. Alla marknadsinsatser. Även TV och radio etc…
    Acqusition – trafiken som verkligen kommer in till webbplatsen. Den som landar. Och där man tittar på beteende och content consumption. Vilka källor är bäst utifrån ”mjuka värden”. Time spent, pages seen, bounces
  • Reach – all marknadsföring utanför webbplatsen som ska dra trafik. Alla marknadsinsatser. Även TV och radio etc…
    Acqusition – trafiken som verkligen kommer in till webbplatsen. Den som landar. Och där man tittar på beteende och content consumption. Vilka källor är bäst utifrån ”mjuka värden”. Time spent, pages seen, bounces

Transcript

  • 1. Anders Tufvesson Senior Internet & Digital Media Strategist Karlstad University Business by web
  • 2. This presentation will be available on: slideshare.net/anderstufvesson
  • 3. Five chinese brands?
  • 4. huawei
  • 5. huawei
  • 6. huawei
  • 7. huawei
  • 8. Five Swedish brands?
  • 9. 1000 40 1000 30 1000 20 1000 10
  • 10. Web analysis
  • 11. Definitionen av Webbanalys ”Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage.” Källa: Web Analytics Association
  • 12. Technical solution You visit a website The page calls Google Analytics Google Analytics Google analytics count the visit
  • 13. How analytic track a visitor <script type="text/javascript"> var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www."); document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E")); </script> <script type="text/javascript"> try { var pageTracker = _gat._getTracker("UA-15209350-1"); pageTracker._trackPageview(); } catch(err) {}</script>
  • 14. Web analysis – a part of the Web strategy 1. What should we do on the internet? 2. How should we do it? Set goals – KPI – Key Performance Indicators 3. Did we do the right thing?
  • 15. Terms in web analysis • Page View • Visitor and Visit • New and returning visitor • Traffic sources(type-in, bookmark, referrer, search engines) • Bounce rate (total, landing pages, referrers, search words, forms) • Campaigns (banners, sponsored links, e-mail etc.) • Conversions/ Goals, KPI • Conversion rate • Segments (to get the visitor to do what we want) (number of conversions / visit or visitors)
  • 16. Nice features • Expanded Dashboard
  • 17. Nice features • Expanded Dashboard • Real time support
  • 18. Nice features • Expanded Dashboard • Real time support • Site speed
  • 19. Nice features • • • • Expanded Dashboard Real time support Site speed Social Engagment
  • 20. Nice features • • • • • Expanded Dashboard Real time support Site speed Social Engagment Visitors flow
  • 21. Nice features • • • • • • Expanded Dashboard Real time support Site speed Social Engagment Visitors flow Event tracking
  • 22. Nice features • • • • • • • Expanded Dashboard Real time support Site speed Social Engagment Visitors flow Event tracking Multi-Channel Funnels
  • 23. Measure campaigns Affiliate networks Organic links in search engines Advertising offline Social media Sponsored links News letters Other sources? Banners
  • 24. Tracking a campaign 1. Show som kind of ad (tag it)
  • 25. Google Analytics • utm_source=adwords • utm_medium=text • utm_campaign=bussinessbyweb ?utm_source=adwords&utm_medium=text&utm_campaign=bussinessbyweb
  • 26. UTM-codes Serach for ”utm code builder”
  • 27. Tracking a campaign
  • 28. Tracking a campaign 1. Show som kind of ad (tag it) 2. The user clicks the campaign and land on a landing page
  • 29. Landning page
  • 30. Tracking a campaign 1. Show som kind of ad (tag it) 2. The user clicks the campaign and land on a landing page 3. The user finds the right course!
  • 31. Tracking a campaign 1. Show som kind of ad 2. The user clicks the campaign and land on a landing page 3. The user finds the right course! 4. The user clicks “Apply Now”
  • 32. How about radio, TV or newspapers?
  • 33. Measure radio advertising • The campaign where sent i three cities in Sweden • We used Google analytics
  • 34. Result • Karlstad up 54% • Halmstad up 10% • Växjö down 17% • Örebro up 76% • Västerås up 44% • Norrköping down 3% • Jönköping up 84% • Helsingborg down 41% • Umeå down 8%
  • 35. The Customer Life Cycle 1. Reach
  • 36. Customer Life Cycle - Reach Hard to measure – Does the message reach the visitor? Metrics: • Number of Impressions from the content supplier. • Overall traffic volumes peaks and spikes - e.g Unique Visitors, Visits • Number of New Visitors • New Visitors / Unique Visitors • New / Returning = ”status for reach/acquisition” • Google Trends
  • 37. The Customer Life Cycle 2. Acqusition 1. Reach Type ins Search Engines Search keywords Newspaper web sites Etc. 3 Behavior and content consumption
  • 38. Customer Life Cycle - Aquisition How did the visitor arrive to us and what did she do? Metrics: • % new visitors = New visitors / all visitors • Average visits / visitor • Average page views / visit • Average page views / visitor • Bounces – stick/slip = who stay and who leave. • Heavy user share = number of visits of n pages / all visits • Short visits = number of visits under 1 min / all visits • Average time spent on site • Top referrers and top search engines
  • 39. The Customer Life Cycle 2. Acqusition 1. Reach Type ins Search Engines Search keywords Newspaper web sites Etc. 3 3. Conversion Behaviour and content consumption based on conversions Behaviour and content consumption
  • 40. Customer Life Cycle - Conversion Measure goal conversion Metrics: Number of conversion 1 Number of conversion 2 etc Conversion rate = number of conversions / all visitors (or visits) Cost per conversion (CPC) = cost of campaign / number of conversions ROI = Cost of entire campaign – conversion revenue (in currency) Macro conversion = e.g Leads / all visitors Micro conversion = e.g download / all visitors, demo views / all visitors
  • 41. The Customer Life Cycle 2. Acqusition 1. Reach Type ins Search Engines Search keywords Newspaper web sites Etc. 3 Behaviour and content consumption 3. Conversion 4. Retention Behaviour and content consumption based on conversions Loyalty, Recency, Frequency
  • 42. Customer Life Cycle - Retention Keep in contact with your customers. Metrics can tell you when to do specific campaigns. Metrics: • Number of returning visitors • % returning visitors = returning visitors / all unique visitors • Average frequency = daily returning / monthly returning • Loyalty = e.g sum of all visitors that made 2-5 visits / all visitors • Frequency/Recency – se hur ofta man återkommer.
  • 43. Start working with analysis 1. Choose the web site goals and purpose. 2. Choose a statistic tool vendor (Google Analytics, Adobe SiteCatalyst etc…) 3. Include the statistic code in the web site code. 4. Start collecting data. 5. Do the weekly/monthly follow ups and analyze. 6. Make changes to optimize business.
  • 44. Example of Return on investment ”How can we sell more cars?” On the web site: ”Register for a test drive!” 10 test drives = 1 sold car. Average profit for 1 car: 20 000 SEK 5 000 visits is needed for 10 test drives = Conversion rate: 0,2% ”Order value” for one test drive: 20 000 / 10 = 2 000 SEK Value per visit: 20 000 / 5 000 = 4 SEK Recommendation! Increase conversion rate! Suggestion: Market the test drive registration on the web site!
  • 45. Practical session in Google Analytics Look at http://www.kau.se/en Try to see what goals and purpose there are for the web site. Read ”Web Strategy Fundamentals”