Complete Web Monitoring slides at Coradiant lunch event April 2010
by Alistair Croll on Apr 15, 2010
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Slides from a lunch series sponsored by Coradiant, discussing complete web monitoring with a focus on performance and its relationship to revenue.
Slides from a lunch series sponsored by Coradiant, discussing complete web monitoring with a focus on performance and its relationship to revenue.
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manoharcv
It’s different than other ORLY books in that it’s not concentrated on a programming language
but business outcomes instead.
Visitors would search for a hotel, find one they liked, check rates and availability—and then leave.
The sites tried offering discounts, changing layouts, modifying the text, and more. Nothing.
Visitors weren’t planning on booking a room, only checking availability.
The reason they thought visitors were coming to their site was wrong.
The site’s operators had a different set of goals in mind than visitors did, and the symptom of this disconnect was the late abandonment.
With this new-found understanding of visitor motivations, travel sites took two important steps.
First, they changed the pages of their sites, offering to watch a particular search for thecustomer and tell them when a deal came along, as shown in Figure 7-1.
Second, they moved the purchasing or bidding to the front of the process, forcing the buyer to commit to payment or to name their price before they found out which hotel they’d booked. This prevented window-shopping for a brand while allowing them to charge discounted rates.
The results were tremendous, and changed how online hotel bookings happen. Today, most travel sites let users watch specific bookings, and many offer deeper discounts than the hotel chains themselves if customers are willing to commit to a purchase before they find out the brand of the hotel.
In these games, players install browser plug-ins that let them view websites in different ways than those intended by the site operator.
In PMOG, a user can plant traps on your website that other players might trigger, or leave caches of game inventory for teammates to collect.
**GLOSS OVER**
Online marketing made advertising accountable thanks to web analytics.
Viral marketing approaches makes it easy to spread messages that have high returns.
Community marketing now makes it possible for others to genuinely be interested in a product by not feeling like they’re getting messages from a company with ulterior motives to sell.
you’ve carefully crafted the questions
you hired outside help to make sure they’re worded properly
you had them sent to a professional copy editor to get the final tone just right
it went through legal
you segmented your campaign according to the demographic whose voice you need to understand the most
and as you sit precariously over the big red send button you can’t help but feel that you’ve covered all your bases.
Satisfied, you press the button and out it goes into the world.
We don’t have insight into their numbers, so we can’t tell for sure what the particular conversion rate for this survey was, but we suspect that the pickup wasn’t as good as anticipated.
Their web analytics and VOC don’t have the necessary functions built in to determine that their SSL cert was mismatched, cause safari and other browsers to come up with a nasty message saying “we can’t verify the identity of paypal-surveys.com”.
After all, think about it; if it’s coming from paypal and the identity can’t be verified, would you go on the site and fill anything out?
Even though overall sentiment was a little more negative than usual during the campaigns, the conversion rates skyrocketed once better transit was installed.
Think about it - your site isn’t just vulnerable to whatever goofy code your development team throws at the Internet, it’s also vulnerable to your very own web analytics tracking codes!
This would take hours of troubleshooting to reveal without synthetic monitoring - or one simply alert would be triggered with the proper tools in place.
I don’t mean to pick on SiteMeter btw, I’m sure they have a great service - but these types of errors can kill substantial amounts of revenue until you catch it.
This is Zona’s formula for patience, the basis for the “eight second rule.” Unfortunately, things like tenacity, importance, and natural patience aren’t concrete enough for the no-nonsense folks that run web applications.
This is Zona’s formula for patience, the basis for the “eight second rule.” Unfortunately, things like tenacity, importance, and natural patience aren’t concrete enough for the no-nonsense folks that run web applications.
But KPIs are different for different sites.