Using Web Analytics to Influence Business Decisions
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Using Web Analytics to Influence Business Decisions

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Using Web Analytics to Influence Business Decisions for NE/SAE: New England Society of Association Executives ...

Using Web Analytics to Influence Business Decisions for NE/SAE: New England Society of Association Executives

Web analytics tools help you track your site's statistics, allowing you to see how many people are looking at which page, what sites your visitors are coming from, who your users are, and more. This information can in turn help you measure traffic, understand your visitors' needs and behavior, and gauge click-through rates to new content or features. Whether you're a nonprofit or a for-profit, your data-tracking needs are virtually the same. This session will show you what to consider when choosing an analytics package, and identify free tools and robust applications that can help you better understand your site's visitors. You will learn how to continuously improve your web site, how to find out what your prospective members are most interested in and where they tend to find you, and how you can hone your message and marketing efforts both online and offline to get more leads.

Chuck Murphy, Founder & Chief Executive Officer

Chuck is responsible for the day-to-day operations of Boston Interactive. He founded the company in 1999 and grew it from a home-based business to an operation with clients from around the world. Chuck acts as Executive Sponsor for major projects, providing both his vision and his leadership to the design and programming teams.

Chuck frequently speaks on non-profit website best practices, and is active in many of the local professional organizations. Some of the major organizations Chuck has worked with are Iron Mountain, Forrester Research, Genzyme Corporation, the ASPCA and ACCION International.

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  • Analytics tools can precisely measure user behavior and experience. These metrics tell us exactly what users are doing on your site, what pages are of greatest interest to them, and what parts of your site aren’t effective.
  • Cognitive Techniques (the process of thought)
  • Member and visitor resources
  • The problem is, you cannot predict with any degree of accuracy what visitors are going to read and respond to. So content we think is important might not be to the user. This non-performing content does little for us other than taking up space.We can accurately measure interactions and behaviors and adjust accordingly.
  • Heuristics: Experience-based techniques that help in problem solvingHow to do itTag pagesSet goalsAutomate reports (email)What to look forDon’t look at one piece of dataTrendsSee what's not thereWhat to doSubtle changesContentCalls to actionImagery
  • Heuristics: Experience-based techniques that help in problem solvingHow to do itTag pagesSet goalsAutomate reports (email)What to look forDon’t look at one piece of dataTrendsSee what's not thereWhat to doSubtle changesContentCalls to actionImagery
  • Heuristics: Experience-based techniques that help in problem solvingHow to do itTag pagesSet goalsAutomate reports (email)What to look forDon’t look at one piece of dataTrendsSee what's not thereWhat to doSubtle changesContentCalls to actionImagery
  • Heuristics: Experience-based techniques that help in problem solvingHow to do itTag pagesSet goalsAutomate reports (email)What to look forDon’t look at one piece of dataTrendsSee what's not thereWhat to doSubtle changesContentCalls to actionImagery
  • Track Pet owner typesAnalyze Cat People and Dog PeopleAdjust Personalized Imagery
  • Track Pet owner typesAnalyze Cat People and Dog PeopleAdjust Personalized Imagery
  • Track Pet owner typesAnalyze Cat People and Dog PeopleAdjust Personalized Imagery
  • Track Sectional Content (Conservation, Recreation, Education)Analyze 99% interested in recreationAdjust Rebalanced site focus
  • Track Sectional Content (Conservation, Recreation, Education)Analyze 99% interested in recreationAdjust Rebalanced site focus
  • Track Sectional Content (Conservation, Recreation, Education)Analyze 99% interested in recreationAdjust Rebalanced site focus
  • Track User PathsAnalyze Caught in content loopAdjust Added an “out” to content area
  • Track User PathsAnalyze Caught in content loopAdjust Added an “out” to content area
  • Track User PathsAnalyze Caught in content loopAdjust Added an “out” to content area
  • Don’t set and forget

Using Web Analytics to Influence Business Decisions Using Web Analytics to Influence Business Decisions Presentation Transcript

  • 1
    “Using Web Analytics to Influence Business Decisions”
    2010 Technology Conference
  • What You’ll Learn
    2
    • Analytics 101
    • Business requirements
    • The data
    • Meet the vendors
    • What to do with it
    • Case studies
  • About Me
    3
    Chuck Murphy
    • Boston Interactive
    • Founder & CEO
    • Engineering Degree
    • Pharmaceuticals
    • Usability
    • User-centric design
    • 400+ Websites
  • Definition
    4
    Website Analytics
    Definition: “Analytics” - how an entity arrives at an optimal or realistic decision based on existing data.
  • User Centric
    5
    User Centric Design
    • Before: inform on past behaviors
    • After: to measure our assumptions
  • History
    6
    History
    • Past: Hit Counters
    • Current: Analytics
    • Future: Integrated Analytics
  • History
    7
    History
    • Past: Hit Counters
    • Current: Analytics
    • Future: Integrated Analytics
  • History
    8
    History
    • Past: Hit Counters
    • Current: Analytics
    • Future: Integrated Analytics
  • History
    9
    History
    • Past: Hit Counters
    • Current: Analytics
    • Future: Integrated Analytics
  • History
    10
    History
    • Past: Hit Counters
    • Current: Analytics
    • Future: Integrated Analytics
  • Things you can measure
    11
    Technology
    • Your Websites
    • Social Media
    • Video
    • Mobile
    • Blogs
  • Things you can measure
    12
    Technology
    • Your Websites
    • Social Media
    • Video
    • Mobile
    • Blogs
  • Things you can measure
    13
    Technology
    • Your Websites
    • Social Media
    • Video
    • Mobile
    • Blogs
  • Things you can measure
    14
    Technology
    • Your Websites
    • Social Media
    • Video
    • Mobile
    • Blogs
  • Things you can measure
    15
    Technology
    • Your Websites
    • Social Media
    • Video
    • Mobile
    • Blogs
  • How it works
    16
  • How it works
    17
  • How it works
    18
  • The business side
    19
    Associations
    • Online & Offline
    • Analytics vs. Surveys
    • Organizational Goals
    • Actual User Behavior
    • Objectives
    • Membership
    • Resources
    • Dues payments
    • Registrations
    • Conference information
  • What it tells us
    20
    Analytics can tell you
    • How are visitors using your site
    • What actually works Vs. what you think works
    • Is my content effective
    • How can I improve my site navigation
    • Unexpected Insights
  • Analytics 101
    21
    Dashboard
    • Visits
    • Visitors
    • Page Views
    • Pages
    • Site Usage
    • Traffic Source
    • Visitor Loyalty
    • Geographic sources
    • Search Terms
    • Time on Site
    • Bounce Rate
  • Analytics 101
    22
    What it means
    • Visits
    • Visitor
    • Page Views
    • Pages
    Visitors
    Visits
    Page Views
    Pages
    0
    0
    0
    0
  • Analytics 101
    23
    What it means
    • Visits
    • Visitor
    • Page Views
    • Pages
    Visitors
    Visits
    Page Views
    Pages
    0
    0
    0
    1
    1
    1
    1
    0
  • Analytics 101
    24
    What it means
    • Visits
    • Visitor
    • Page Views
    • Pages
    Visitors
    Visits
    Page Views
    Pages
    0
    0
    0
    1
    1
    1
    1
    2
    2
    0
  • Analytics 101
    25
    What it means
    • Visits
    • Visitor
    • Page Views
    • Pages
    Visitors
    Visits
    Page Views
    Pages
    0
    0
    0
    1
    1
    1
    1
    2
    2
    3
    3
    0
  • Analytics 101
    26
    What it means
    • Visits
    • Visitor
    • Page Views
    • Pages
    Visitors
    Visits
    Page Views
    Pages
    0
    0
    0
    1
    1
    1
    1
    2
    2
    3
    3
    4
    0
  • Goals
    27
    Goals
    Mapping website actions to business goals
    Business Goals
    • Pay dues online
    • Access resources
    • Community involvement
    Measurement
    • Thank you page
    • Time in section
    • # Postings
  • Goals
    28
    Goals
    Mapping website actions to business goals
    Business Goals
    • Pay dues online
    • Access resources
    • Community involvement
    Measurement
    • Thank you page
    • Time in section
    • # Postings
  • Goals
    29
    Goals
    Mapping website actions to business goals
    Business Goals
    • Pay dues online
    • Access resources
    • Community involvement
    Measurement
    • Thank you page
    • Time in section
    • # Postings
  • Goals
    30
    Goals
    Mapping website actions to business goals
    Business Goals
    • Pay dues online
    • Access resources
    • Community involvement
    Measurement
    • Thank you page
    • Time in section
    • # Postings
  • Goals
    31
    Funnel
    A series of pages which a visitor must pass through before reaching the conversion goal
  • Goals
    32
    Funnel
    A series of pages which a visitor must pass through before reaching the conversion goal
  • Goals
    33
    Funnel
    A series of pages which a visitor must pass through before reaching the conversion goal
  • Heuristics
    34
  • Heuristics
    35
  • Heuristics
    36
  • Heuristics
    37
  • Vendors
    38
    Vendors
    • Google Analytics
    • Webtrends
    • Crazy Egg
    • Visistat
    • Omniture
    • Hubspot
  • Vendors
    39
    Vendors
    • Google Analytics
    • Webtrends
    • Crazy Egg
    • Visistat
    • Omniture
    • Hubspot
  • Vendors
    40
    Vendors
    • Google Analytics
    • Webtrends
    • Crazy Egg
    • Visistat
    • Omniture
    • Hubspot
  • Vendors
    41
    Vendors
    • Google Analytics
    • Webtrends
    • Crazy Egg
    • Visistat
    • Omniture
    • Hubspot
  • Case Study
    42
    Goal
    • Increase Donations
  • Case Study
    43
    Goal
    • Increase Donations
  • Case Study
    44
    Goal
    • Increase Donations
    Result
    • 18% increase in online donations
  • Case Study
    45
    Goal
    • Understand users preferences
  • Case Study
    46
    Goal
    • Understand users preferences
  • Case Study
    47
    Goal
    • Understand users preferences
    Result
    • 300% longer site time on site
  • Case Study
    48
    Goal
    • Increase conversions to contact pages
  • Case Study
    49
    Goal
    • Increase conversions to contact pages
  • Case Study
    50
    Goal
    • Increase conversions to contact pages
    Result
    • 38% increase in online appointments
  • Conclusion
    51
    • Map goals to business requirements
    • Automate reports
    • Track, Analyze, Adjust
    • Look for trends
    • Analyze data together
    Chuck Murphy
    cmurphy@bostoninteractive.com
    (617) 241-7977 x221
    Presentation: Bostoninteractive.com/nesae