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Make Web Analytics Work For Your Business

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  • set you on the path towards being a Ninja. Not to send ninjas to destroy your competitors
    But An Analytics Ninja. To cut through all that data and complete your mission.
  • A little bit about clickTRUE and myself. clickTRUE is part of SPHM. We are staffed by some of the guys that started Hardware Zone – jackie, our fat Ninja, Jereme, Scott. We are in the online marketing business. We work on Search Engine Marketing campaigns – paid sponsored ads you see on Google, Yahoo ; Search Engine Optimisation – this time without paying money to the search engines but using labour and strategies to try to get your websites and keywords that represent your business to appear preferably on the first few page of the search engines; Social Media Marketing & web development – I guess I don’t need to go too much there, Facebook, twitter (flavours of the month). And we take all these services and provide them to clients, for a few.
    Which leads to another critical service that we provide – measuring the effectiveness of what our clients are doing on their website, for their website and their business. Setting up web analytics accurately and correctly, then helping clients work out and use the data that comes in.
    And a little something about me. Why am I here today. I was arrowed? Haha. No, that’s not it. I run the operations…meaning when jackie, jereme and our sales team bring in deals, I have to execute them with the help of my team. So, I will like to share some of my experience doing these work (which I like).
  • A show of hands, or a nod of the head…let me see if we have any ninjas in our midst – those who have experience in web analytics or google analytics.
    Ok, a see a few sagely nods, some smirks overthere. Yup. Ok, I will ask this group to be patient. I will go through some material for part 1. For part 2, some case studies demonstrating how others use metrics for their own business and then we come to the interesting portion of our talk – answering your questions. I hope you have submitted them or came prepared with them…fingers crossed.
  • This is a webstats counter. People with websites eons ago loved putting this on.
    It was like a badge – a mark of their manhood. Like two website owners going to each other and hey…I have 145000 views…I totally pawned you..I have 145100 views.
    IT was just egos…with no accountability.
  • We have progressed a bit. Sophisticated tools that provide users a great load of data.
    In a nutshell, this tool can possibly help you understand whether the things you do and your website is contributing positively to your business – in terms of more leads, enquiries, awareness, branding
  • Some of the typical questions.
    Of course, you will not get it easy – no yes/no answers, no instant description of the state of your website.
    There will be a need to make interpretation based on assumptions.
  • Site Design, Site Content, Navigation, Goal Reporting, Campaigns, Funnels, Segments, Internal Search, Alerts, Mobile Reporting
  • These are some companies we work with.
    We have a lot of tech clients, B2C mainly. They don’t really do e-commerce, but they use their websites to run contests, build awareness, branding
    Many education clients – similarly, their objective is to get students, increase enrolment.
    Govt – well….they don’t need to sell anything..so they are into branding, traffic acquisition
    Travel – ticket sales
    SME, medical.
    As you can see, we can always attribute something that these clients want out of their website.
    AS publishers here, SPHM, would be looking out for certain metrics.
  • A very common question asked by anxious bosses. Sometimes, you can see the pleading in their eyes looking for some confirmation that their site is good.
    As consultants are often apt to say…there is no straight yes or no answer. To illustrate.
  • A little experiment here…a show of hands. Who thinks Synwin (the purple coloured site) is a better one compared to li-hong jade?
    The synwin crowd – why do you think their site is better?
    Li-hong jade crowd – reasons you choose this?
    So a lot of the criteria is based on aesthetics. Does aesthetics help their clients choose them over their competitor? Maybe?
    What if I told you that both these sites are helping their owners get clients online? At almost the same percentage/conversion rate.
    So to the clients, these sites are equivalent . They are both helping them achieve increased sales and branding.
    Does that mean that these sites are the best they can be?
    No.
    But now when we make improvements, we can benchmark it against the increase we expect with the conversion rates.
  • A little experiment here…a show of hands. Who thinks Synwin (the purple coloured site) is a better one compared to li-hong jade?
    The synwin crowd – why do you think their site is better?
    Li-hong jade crowd – reasons you choose this?
    So a lot of the criteria is based on aesthetics. Does aesthetics help their clients choose them over their competitor? Maybe?
    What if I told you that both these sites are helping their owners get clients online? At almost the same percentage/conversion rate.
    So to the clients, these sites are equivalent . They are both helping them achieve increased sales and branding.
    Does that mean that these sites are the best they can be?
    No.
    But now when we make improvements, we can benchmark it against the increase we expect with the conversion rates.
  • Yes, we would normally focus on some metrics anyway – traffic, revenue.
    But no, because if have to understand the reason and story behind metrics. If we blindly rely on it, it could lead to some unexpected consequences.
    e.g. with Bounce Rates.
  • Returning visitors would more likely than not have read the earlier articles, tendency to bounce as compared to new visitors.
    Thus, bounce rate has a bias towards being negative. To really find out, do a segment on new visitors and find the “bounce rate” then for comparison with rest of the pages.
  • A better question to ask.
    Ah, now we see some of the writers sit up and notice…are we going to judge. I say that comparison is necessary for advancement
  • Taking a look at one of SPHM’s web properties.
    A very nice site, aesthetically there. But of course, being the owner of the site…there is always some inherent biasness.
    e.g. every parent thinks their baby is cute. Show me a parent who will volunteer and say that their offspring is not very attractive.
    There are many sections and articles found on herworld.com. Written by many writers. How do we identify the good content and also the good writers?
    Bearing in mind that good writers would want to know how their works are faring. With feedback comes improvement.
  • Based on one of these articles, I can think of a few areas that I would be interested in knowing.
    Which categories / sections are my audience more interested in?
    Which article got the better response?
    Which writer gets the most views? Leading to more questions on how does this person do it?
    Are people sharing these articles and spreading the good word?
  • Page impactBy configuring goals, you can find out how frequently, and during which visits a certain page was viewed and led to goal completions, and the total goal value for those visits. How well have those visits performed compared to other visits? How to measure it: Create an advanced segment including only visits during which a specific page, or a certain group of pages has been viewed.
    Writer Impact – This can be measured as simply as reads per writer. For commercial sites, conversions per article and length of visit are good metrics. You can tie a custom variable to the page that records an article as read once a viewer is on the page for a specific amount of time.
    Writer Cost per Reading- Many news and other content creation sites have writer quotas. A more effective measurement is cost per reading. This calculated by dividing writer cost by the number of readings generated.
    Time Spent Writing compared to Reading- If you spend more time creating content than people spend reading it you have either failed in marketing or creating appealing content. This is valuable with websites with low traffic. This will evaluate how writers are spending their time, but can only be accurately measured if all writing time is done through one piece of software.
    Satisfaction Surveys- This is the old-school survey. You can integrate individual ratings into a page, or have the page pop-up a survey after viewing a site. These can be annoying, so use with discretion.
    Unread Page Counter – Large sites with thousands of pages will have problems with sites that do not get any views, because these sites do not show up in Google analytics. Filtering out unvisited websites will significantly skew data. You will need to do a match list of pages from your CMS with the analytics page-view data. A simple list of unread pages is also useful in determining why those pages do not receive any traffic.
    http://www.websitemagazine.com/content/blogs/posts/pages/evaluate-editorial-impact-using-google-analytics.aspx
    http://86blogger.com/analytics-to-evaluate-blog-content/
    http://www.lunametrics.com/blog/2010/07/23/custom-variables-part-iii-slots/
  • It warms my heart to know that the woman folk (hopefully) are researching and so interested in doing more for the guys.
  • A better question to ask.
    Ah, now we see some of the writers sit up and notice…are we going to judge. I say that comparison is necessary for advancement.
    Note to self: for ending, to note that GACP are supposed to translate your business queries to actual reports and metrics that you see here.
  • By monitoring the effectiveness of the effort put into various forms of marketing and advertising, we determine which is more effective in giving you the quality and the quantity of traffic.
  • By monitoring the effectiveness of the effort put into various forms of marketing and advertising, we determine which is more effective in giving you the quality and the quantity of traffic.
  • A better question to ask.
    Ah, now we see some of the writers sit up and notice…are we going to judge. I say that comparison is necessary for advancement.
    Note to self: for ending, to note that GACP are supposed to translate your business queries to actual reports and metrics that you see here.
  • Let us start with a quiz – hardwarezone.com.sg
    I will need your help to point out the number of ways hwz is making money through their site.
  • Let us start with a quiz – hardwarezone.com.sg
    I will need your help to point out the number of ways hwz is making money through their site.
    Standard Ad Units
    Rich-media Ad Units
    CatFish
    CPC
    Microsites
    Electronic Direct Mailer (eDM)
    Page Skinning
    Homepage Highlights
    Forums Sponsorship
    Featured Promotion
    Forums Announcement
    AgentEyeball Newsletter Insert
    InfoTech Newsletter Insert
    Sponsored Text Link
    Third Party Rich Media Vendors
  • herworld.com
    Visits 29
    cozycot.com
    11,133
    myfatpocket.com
    846
    Of course, such “private tools” are for some measure of self awareness. To really start rolling in the bucks, the advertisers and agencies should know that you are better than the rest.
  • A better question to ask.
    Ah, now we see some of the writers sit up and notice…are we going to judge. I say that comparison is necessary for advancement.
    Note to self: for ending, to note that GACP are supposed to translate your business queries to actual reports and metrics that you see here.
  • Radian6
    Brantology
    Twitteranalyzer
    jamiq
  • Page impactBy configuring goals, you can find out how frequently, and during which visits a certain page was viewed and led to goal completions, and the total goal value for those visits. How well have those visits performed compared to other visits? How to measure it: Create an advanced segment including only visits during which a specific page, or a certain group of pages has been viewed.
    Writer Impact – This can be measured as simply as reads per writer. For commercial sites, conversions per article and length of visit are good metrics. You can tie a custom variable to the page that records an article as read once a viewer is on the page for a specific amount of time.
    Writer Cost per Reading- Many news and other content creation sites have writer quotas. A more effective measurement is cost per reading. This calculated by dividing writer cost by the number of readings generated.
    Time Spent Writing compared to Reading- If you spend more time creating content than people spend reading it you have either failed in marketing or creating appealing content. This is valuable with websites with low traffic. This will evaluate how writers are spending their time, but can only be accurately measured if all writing time is done through one piece of software.
    Satisfaction Surveys- This is the old-school survey. You can integrate individual ratings into a page, or have the page pop-up a survey after viewing a site. These can be annoying, so use with discretion.
    Unread Page Counter – Large sites with thousands of pages will have problems with sites that do not get any views, because these sites do not show up in Google analytics. Filtering out unvisited websites will significantly skew data. You will need to do a match list of pages from your CMS with the analytics page-view data. A simple list of unread pages is also useful in determining why those pages do not receive any traffic.
    http://www.websitemagazine.com/content/blogs/posts/pages/evaluate-editorial-impact-using-google-analytics.aspx
    http://86blogger.com/analytics-to-evaluate-blog-content/
    http://www.lunametrics.com/blog/2010/07/23/custom-variables-part-iii-slots/
  • Why are search engines so pervasive?
    This is because search engines help us make sense of the huge load of info.
    There are more than one trillion web pages as of 2008.
    For illustration sake, an average person would need six hundred thousand decades of nonstop reading to read through the information. So be thankful for search engines.
  • Why are search engines so pervasive?
    This is because search engines help us make sense of the huge load of info.
    There are more than one trillion web pages as of 2008.
    For illustration sake, an average person would need six hundred thousand decades of nonstop reading to read through the information. So be thankful for search engines.
  • Why are search engines so pervasive?
    This is because search engines help us make sense of the huge load of info.
    There are more than one trillion web pages as of 2008.
    For illustration sake, an average person would need six hundred thousand decades of nonstop reading to read through the information. So be thankful for search engines.
  • Transcript

    • 1. clickTRUE Confidential and Proprietary Make Web Analytics Work For Your Business By Adrian Tan
    • 2. Private & Confidential
    • 3. Private & Confidential
    • 4. Private & Confidential Today’s Ninja Exercise 1. Introduction to Google Analytics 2. How clickTRUE Works With Our Clients 3. Questions When Measuring For Success For Your Business 4. Answering your queries
    • 5. clickTRUE Confidential and Proprietary Introduction to Google Analytics
    • 6. Private & Confidential Google Analytics Overview Hosted web analytics tool that helps advertisers improve their site and increase their marketing ROI
    • 7. Private & Confidential A Look Into What You Can Get
    • 8. clickTRUE Confidential and Proprietary How clickTRUE Works With A Client – A Major SG Car Dealer
    • 9. Private & Confidential How It Starts (normally) $$$ - Have to use it since it is expensive $ - Should use it since it is there Free - Want to use it since it is free
    • 10. Private & Confidential Roadblock 1… Overload Of Funky Figures
    • 11. Private & Confidential Rockblock 2… Pages, Traffic, is that all? Equivalent to
    • 12. Private & Confidential Roadblock 3… Inconsistency with other Figures “The analytics figures are wrong. We had 512 orders in our [fill in the blank for sophisticated ERP system]. We cannot rely on it”
    • 13. Private & Confidential Roadblock 4… Inconsistency with logic 1. Traffic Sources 2. Missing Data 3. Wrong Marketing / Campaign attribution Mostly Direct Usual Situation
    • 14. Private & Confidential Our Google Analytics Project With A Client Implement Determine Questions Analyse + Provide Intelligence - Coordinate with Web Developers - Troubleshoot, Enhance
    • 15. Private & Confidential A Collaboration clickTRUE: Experience in Google Analytics Product + Web Analytics best practices Client (YOU): Knowledge of the business + Strategies for more profits
    • 16. Private & Confidential We Use A Framework For Analysing
    • 17. Private & Confidential Some Case Studies
    • 18. clickTRUE Confidential and Proprietary Questions When Measuring For Success For Your Business
    • 19. Private & Confidential What Makes A Good Site?
    • 20. Private & Confidential What Makes A Good Site? Site A?
    • 21. Private & Confidential
    • 22. Private & Confidential A Good Site Accomplishes Your Goals
    • 23. Private & Confidential A Web Analytics Measurement Model Helps!
    • 24. Private & Confidential A Clear Picture Presented With Goals
    • 25. Private & Confidential Are there one or two indicators we should focus on growing/are more important indicators? e.g. Are high page views more important that bounce rates?
    • 26. Private & Confidential Quick Answer Yes And No
    • 27. Private & Confidential Definition of Bounce Rate: Percentage of single-page visits or visits in which the person left your site from the entrance (landing) page Alternate Definition (credited to Avinash Kaushik): I came, I puked, I left
    • 28. Private & Confidential However... Bounce Rate known as one of the most important and widely used metric • Widely used and simple to understand • Indicates how your customer is behaving and engaging with your site • Actions can be taken to address the offending pages immediately
    • 29. Private & Confidential BLOGS - Bounce Rate Incompatibility • Many businesses and organisations maintain a blog with their corporate website e.g. blog.company.com , company.com/blog , SomeOtherURL_forTheBlog.com • Blogs usually have Bounce Rates that are worse than the site average 11
    • 30. Private & Confidential Pages where you expect your visitors to leave do not go well with Bounce Rates One Page Sign Up Forms Intention is to provide less distraction. User submits form and leaves. 22
    • 31. Private & Confidential Directory to external sites Check on the number of referrals sent to the external sites for an indication of performance Pages where you want your visitors to leave do not go well with Bounce Rates
    • 32. Private & Confidential Page containing ads that you want people to click on A better metric could be to assess the CTR for ads on the page. Pages where you want your visitors to leave do not go well with Bounce Rates
    • 33. Private & Confidential Destination Pages - Doing their job so well that visitors bounce Pages that contain information that visitors are looking for User searches for clickTRUE addresss. Lands on a page with that specific info. Leaves satisfied. 33
    • 34. Private & Confidential Which Of Your Content (Writers) Is Better Than The Rest?
    • 35. Private & Confidential Identify Areas Of Interest Tag Category /Section Tag Writer Tag Article Tag Sharing Activity
    • 36. Private & Confidential Generate The Metrics That Matter 1. Category, Section, Article Impact • Page Views, Time spent 2. Writer Impact • No of return visitors, page views • Writer cost per page view • Time spent writing versus reading 3. Sharing (a proxy for satisfaction level) • No of times people share the articles 4. Unread Pages • Need to identify through matching with your site list.
    • 37. Private & Confidential A Sample Of A Content Report
    • 38. Private & Confidential Besides website interactivity and more frequent content updates, and given a limited budget, are they any other ways to increase traffic to a site?
    • 39. Private & Confidential I Know That Question…I Hear It All The Time Competency = Manpower = Time = Money
    • 40. Private & Confidential Web Analytics Can Help Reduce The Cost OFFLINE ONLINE Client Website EDM Print Ads HerWorld Referral Websites Counter Cards Social Media Search & Content Network Microsite
    • 41. Private & Confidential Focusing On New Visitors Organic Sources – Search Engine Optimisation Direct – Existing readers, Events Referral – Social Media Marketing on Facebook Cost Per Click – Search Engine Marketing Email – E-Newsletter
    • 42. Private & Confidential What Are Users Actually Doing On My Website?
    • 43. Private & Confidential Is There A Pattern?
    • 44. Private & Confidential Find Patterns From Analytics
    • 45. Private & Confidential Herd Your Visitors
    • 46. Private & Confidential When is a good time to start selling stuff on the site?
    • 47. Private & Confidential Selling Requires Traffic
    • 48. Private & Confidential Making Comparisons With Your Competitors
    • 49. Private & Confidential Grab Awards & Accolades
    • 50. Private & Confidential How can I monitor the benefit of social media to my website?
    • 51. Private & Confidential Numerous Social Media Listening Platforms
    • 52. Private & Confidential Facebook Insights – Keeping Data Within
    • 53. Private & Confidential Your website is still linked by URLs to the rest http://www.clicktrue.biz/event/conversio n-optimisation-seminar- 2010/mailer2.html? utm_source=twitter&utm_medium=soci almedia&utm_campaign=CEO_campaig n
    • 54. Private & Confidential Impact Of Social Media Collected in GA http://ctr.bz/tagyourlinks
    • 55. clickTRUE Confidential and Proprietary Summarising
    • 56. Private & Confidential Questions and Answers 1. What Makes A Good Site? • Those that achieves your goals 2. Are there one or two indicators we should focus on growing/are more important indicators? • Understand your indicators 3. Which Of Your Content (Writers) Are Better Than The Rest? • Monitor impact 4. Given a limited budget, are they any other ways to increase traffic to a site? • 80:20 rule. Understand efficiency 5. What Are Users Actually Doing On My Website? • Track navigation and herd users 6. When is a good time to start selling stuff on the site? • When you have an edge over your competitors 7. How can I monitor the benefit of social media to my website? • Tag links
    • 57. Private & Confidential ctr.bz/we_are_tracking_you

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