Methods of measuring the online marketing success

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Methods of measuring the online marketing success - performance web metrics

Methods of measuring the online marketing success - performance web metrics

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  • 1. Performance web metrics for software vendors Software Industry Conference 12-14 July 2007 Adriana Iordan, Web Marketing Manager / Avangate BV [email_address] Methods of measuring the online marketing success
  • 2.
    • Reporting versus Analytics
    • Take the risk out with web metrics
    • Primary Key Performance Metrics
    • How to get started with free tools
    • Examples
    • Conclusions
    Agenda
  • 3. Reporting vs. Analytics Numbers don't tell you anything by themselves - they require context and interpretation Source: http://www.dilbert.com /
  • 4. Reporting vs. Analytics
    • Don’t confuse “reporting” with “analysis.”
    • Traditional web analytics is dead
    • Measure what is important for your business and not what the web analytics tools gives you
    • DATA versus MONEY
  • 5. Take the risk out
    • Choose performance metrics that can :
      • increase revenue
      • reduce costs
      • improve customer satisfaction
      • “ Where performance is measured, performance improves. Where performance is measured and reported, the rate of improvement accelerates ."
  • 6. Primary Performance Metrics
    • The Primary Performance Metrics
      • Money Spent / Unique Visitors = Average Cost per Unique Visitor
      • Money Spent / Prospects = Average Cost per Prospect
      • Money Spent / Customers = Average Cost per Customer (CPA-cost per acquisition)
  • 7. Primary Performance Metrics
      • More performance metrics
      • Desired Action / Total Number of Unique Visitors = Conversion Rate (%)
      • (Site visitors who stay on the site for less than 10 seconds or viewed only one page) / (Total number of site visitors) = Site Bounce Rates (%) .
    • Do I make money?
  • 8. Magic Conversion Rate
      • NEVER measure conversion rates without goals
      • Trend over time, segmentation is a MUST
      • Multi marketing channel – conversion rate
      • Compare revenues with conversion rates
      • Measure, Experimentation Testing, Optimize
  • 9. Where to start from?
    • How to start measuring?
      • Set your website objectives and goals
      • Free tools : Google Analytics (javascript tags) or Clicktracks Appetizer (log file parsing)
      • Top Referrals and keywords
  • 10. I want more..
      • What next?
      • Use Site Overlay report or CrazyEgg
      • See which landing pages are converting
      • Revenue by referring URLs or campaigns
      • Competition comparative traffic analysis with Alexa
  • 11. I want more..
      • Don’t PANIC !
      • Check site bounce rate to avoid spam traffic
      • Conversion rates, cost per visitor, cost per lead, cost per customer
      • Multivariate Testing with Google Website Optimizer
      • Measure, Test , Optimize
  • 12. Examples
    • Site overlay Heatmaps
    Google Analytics Crazyegg.com
  • 13. Examples Context and Trends - what is the trend for my key metrics?
  • 14. Conclusions
    • Decide what is the best metric definition for you
    • Start with a free analytics software
    • Look at the top pages that lead to conversions
    • Measure bounce rates
    • Segment, measure, test and optimize
  • 15. Interested in more ideas?
    • Additional ideas for applying analytics to your business (Web Analytics Guru):
      • Avinash Kaushik
      • Eric Peterson
      • Bryan Eisenberg
      • Jim Sterne.
  • 16.
    • Thank you!
    • [email_address]
    • Avangate Digest Newsletter:
    • www.avangate.com/newsletter
    • Software Marketing Articles:
    • www.avangate.com/articles
    • Guest Interviews :
    • www.avangate.com/interviews