Digital Marketing Auditing – Analyzing Website Performance

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Analyzing Website Performance
Digital Marketing Auditing
Borislav Kiprin

"Summarizing the key aspects of each type of analysis (purchasing process, lead process, onsite search, home page, brand metrics & landing pages)
It is important to understand the difference between website performance reporting and analysis. Think of reporting as ..."

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Digital Marketing Auditing – Analyzing Website Performance

  1. 1. EI MDMK10 Borislav Kiprin Analyzing Website Performance Digital Marketing Auditing – Session 5 Individual Report Plovdiv, 4024 Phone: +359 879993700 E-Mail: bk@borislavkiprin.com Web: www.borislavkiprin.com
  2. 2. 2 Borislav Kiprin Summarizing the key aspects of each type of analysis (purchasing process, lead process, onsite search, home page, brand metrics & landing pages) It is important to understand the difference between website performance reporting and analysis. Think of reporting as stating the facts and analysis as taking things to the next level and understanding why does facts are such and what can be done taking them into account. The following types of analysis are Purchasing Lead Process Onsite Search Home Page Brand Metrics Landing Pages Process • Gathering • Gather lead •  Gather onsite • Identify ZAAZ • Define brand • Identify user conversion conversion search Exit Ratio (= metrics in behavior per funnel data data behavior Site exits from alignment with marketing • Divide the • Divide data • Identify the a page/page you business campaign data per per lead top searches visits to that goals format conversion generation and divide by page • Pay attention • Explore steps analyze module - visitor types • Follow the to site visits, different where and identify the • Fintune to next click form branded layouts, call for why they left, best make content the home searches, action and where did they performing & more visible or page repeat buyers , analyse go ill-performing add content • Finetune the depth of conversion • Finetune if you ones to decrease homepage to exploration • Finetune to have to • Finetune if you confusion decrease the etc. the best have to - ZAAZ Exit Ratio • Finetune the performing wording, website to one and keep design etc. create a on better UX experimenting How to segment traffic? Based on type of visits - Users behave differently Create a Hot Box on each Identify Segments Define Desired Behavior Customize per- segment and for-all where they come from, and go differently about page - content is how often and what satisfying their needs determined by segment prompted them. identity Identify typical agendas Is the user proactively segmeting himself? Do you need to use cookies and different landpages to segment the user? Offline conversion and delayed conversion: how does it work? Offline Conversion Delayed Conversion It is important to analyze the whole transaction Occuring when transaction process requires process onsite and offsite aprrovals It is important to somehow tag the customer Mesaure metrics onsite and offsite initially and the follow the process (RMB, Promo Codes etc.) A good example is the mini Cooper website that It is also important to benchmark on regular time drives traffic to its offline reseller sites basis to get a clear picture of trends

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