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B2 B Case Studies

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Two web analytics case studies presented to the Cincinnati Marketing Association B2B group. One case study looked at a retail/e-commerce site, defined the objective, identified the KPI\'s used in the …

Two web analytics case studies presented to the Cincinnati Marketing Association B2B group. One case study looked at a retail/e-commerce site, defined the objective, identified the KPI\'s used in the methodology and showed results.
The other case study looked at a lead generation site where the objective was to decrease aquisition costs. Methodolgy used a conversion funnel.


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  • 1. CincinnatiAMA B2B SIG
    Case Studies
    "Case Studies of
    Web Analytics in Action.“
  • 2. CincinnatiAMA B2B SIG
    Case Studies
    Agenda
    • Introduction
    • 3. Four Stages of Customer Lifecycle
    • 4. Four Business Models
    • 5. Case studies
    WebTech Analytics
  • 6. CincinnatiAMA B2B SIG
    Case Studies
    Key Performance Indicators by Business Type, addressing which indicators are appropriate to each job type for each business model.
    • Senior strategists: three to five top-line KPIs that speak directly to core
    business objectives and profitability.
    • Mid-tier strategists: need to see the same KPIs as senior strategists and
    those indicators that add an additional level of detail .
    • Tactical resources: should get the same indicators that senior executives
    and mid-tier strategists see, plus appropriate tactical KPIs to keep an eye
    operational details.
    WebTech Analytics
  • 7. CincinnatiAMA B2B SIG
    Case Studies
    Four Business Models
    • On-line Commerce
    • 8. Advertising
    • 9. Lead generation
    • 10. Customer Support
    WebTech Analytics
  • 11. CincinnatiAMA B2B SIG
    Case Studies
    The Four Stages of the
    Customer Life Cycle
    WebTech Analytics
  • 15. CincinnatiAMA B2B SIG
    Case Studies
    Case Studies
    • Retail Site
    • 16. Lead-generation Site
    WebTech Analytics
  • 17. CincinnatiAMA B2B SIG
    Case Studies
    Case Study for Retail Site
    KPIs
    Overall Traffic Volumes
    Ratio of New to Returning Visitors
    Order and Buyer Conversion Rate
    Cart Checkout Completion rate
    WebTech Analytics
  • 18. CincinnatiAMA B2B SIG
    Case Studies
    Case Study for Retail Site
    Business
    Tire company that provides people with a wide variety of choices and
    low prices for tires and wheels, either at retail locations or for purchase on the Internet.
    Approach
    Drive qualified buyers to the website for direct sales and getting more traffic into local stores are vital goals.
    • Overall Traffic Volumes
    WebTech Analytics
  • 19. CincinnatiAMA B2B SIG
    Case Studies
    Traffic pattern measured for a single day on Website
    Total volume of visits compared to online marketing activity
    WebTech Analytics
  • 20. CincinnatiAMA B2B SIG
    Case Studies
    Business
    Tire company that provides people with a wide variety of choices and
    low prices for tires and wheels, either at retail locations or for purchase on the Internet.
    Approach
    Drive qualified buyers to the website for direct sales and getting more buyers into local stores are vital goals.
    • Over all Traffic Volumes
    • 21. Percentage of New versus Returning Visitors
    WebTech Analytics
  • 22. CincinnatiAMA B2B SIG
    Case Studies
    WebTech Analytics
  • 23. CincinnatiAMA B2B SIG
    Case Studies
    Business
    Tire company that provides people with a wide variety of choices and
    low prices for tires and wheels, either at retail locations or for purchase on the Internet.
    Approach
    Drive qualified buyers to the website for direct sales and getting more buyers into local stores are vital goals.
    • Over all Traffic Volumes
    • 24. Percentage of New versus Returning Visitors
    • 25. Conversion Rates
    WebTech Analytics
  • 26. CincinnatiAMA B2B SIG
    Case Studies
    Abandonment
    without in-stock guaranty
    Abandonment
    with in-stock guaranty
    Result was an increase of
    14% in sales from the change
    in language.
    Check out and make a Reservation
    Purchase and make a Reservation
    Result was an increase of
    sales by reassuring customers
    their items would be located
    and in stock at time of their
    appointment.
    WebTech Analytics
  • 27. CincinnatiAMA B2B SIG
    Case Studies
    Results
    • tracked the return on investment for specific products.
    • 28. used key performance summary reports to keep company
    executives informed about the progress and sales results.
    • pinpointed the most successful language for the checkout
    button, resulting in an increase in online sales of 14 percent
    • Abandonment rates for out of stock items plummeted and
    sales increased by 36 percent.
    WebTech Analytics
  • 29. CincinnatiAMA B2B SIG
    Case Studies
    Case Study for Lead-generation Site
    KPIs
    Lead generation for campaign or campaign types
    Lead generation conversion rates
    Average Cost per lead generated
    WebTech Analytics
  • 30. CincinnatiAMA B2B SIG
    Case Studies
    Case Study for Lead-generation Site
    Business
    Company that sells extended auto warranties online and also have a telephone sales team. They run TV and print advertising, direct mail, PR and all the other elements from a well-rounded marketing program.
    Approach
    Task was to improve the ROI on all this activity without actually changing it or spending more money. There are two Target Actions; get people to purchase online or get people to fill in a tele-sales form.
    Lead generation for campaign or campaign types
    WebTech Analytics
  • 31. CincinnatiAMA B2B SIG
    Case Studies
    2.9%
    2.5%
    1.7%
    1.7%
    2.1%
    New Visitors
    WebTech Analytics
  • 32. CincinnatiAMA B2B SIG
    Case Studies
    Case Study for Lead-generation Site
    Business
    Company that sells extended auto warranties online and also have a telephone sales team. They run TV and print advertising, direct mail, PR and all the other elements from a well-rounded marketing program.
    Approach
    Task was to improve the ROI on all this activity without actually changing it or spending more money. There are two Target Actions; get people to purchase online or get people to fill in a tele-sales form.
    Lead generation for campaign or campaign types
    Average Cost per lead generated
    WebTech Analytics
  • 33. CincinnatiAMA B2B SIG
    Case Studies
    Landing Page
    100%
    Transition Pages (Benefits)
    78%
    Conversion Funnel for Quote
    On Extended Auto Warranties
    3 Forms Pages
    56%
    Quote
    33%
    WebTech Analytics
  • 34. CincinnatiAMA B2B SIG
    Case Studies
    Case Study for Lead-generation Site
    Business
    Company that sells extended auto warranties online and also have a telephone sales team. They run TV and print advertising, direct mail, PR and all the other elements from a well-rounded marketing program.
    Approach
    Task was to improve the ROI on all this activity without actually changing it or spending more money. There are two Target Actions; get people to purchase online or get people to fill in a tele-sales form.
    Lead generation for campaign or campaign types
    Average Cost per lead generated
    Lead generation conversion rates
    WebTech Analytics
  • 35. CincinnatiAMA B2B SIG
    Case Studies
    Average Cost per Lead Generated
    Before
    Average Cost = Cost of Campaign / Number of Leads
    $50 = $10,000 / 200 Leads
    After
    Average Cost = Cost of Campaign / Number of Leads
    $25 = $10,000 / 400 Leads
    WebTech Analytics
  • 36. CincinnatiAMA B2B SIG
    Case Studies
    Results
    The messages you use to get people into your site need
    to be reinforced within the site.
    • You need to analyze the paths from the landing pages to the
    target action page, looking at the drop-out rate for each step.
    • Where those paths are under- performing you need to
    examine them to see if they keep reinforcing your core
    messages.
    WebTech Analytics
  • 37. CincinnatiAMA B2B SIG
    Case Studies
    Marketing doesn't stop just because someone has come to
    your site:
    You must keep communicating with them. You must monitor and improve this performance by analyzing your Conversion Funnel.
    This is how you get more business without increasing your marketing spend.
    WebTech Analytics
  • 38. CincinnatiAMA B2B SIG
    Case Studies
    Thank You
    To receive a copy of this presentation:
    info@webtechanalytics.com
    7672 Montgomery Rd. Ste. 258
    Cincinnati, OH 45236
    (513) 386-8059
    www.webtechanalytics.com
    WebTech Analytics

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