Maximising the return of your website for data driven marketing congress
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Maximising the return of your website for data driven marketing congress Presentation Transcript

  • 1. Welcome!
    I am David Bintein
    http://twitter.com/#!/dbintein
    http://www.linkedin.com/in/davidbintein
    david@lodestar.be
  • 2. What I do?
    I manage Lodestar, a medium sized web agency in Ghentcalled Lodestar.
    Tip:
    www.lodestar.be
  • 3. My DNA?
    computer scientistmarketeerentrepreneur
  • 4. Who are you?
    B2B of B2C?profit of non profit?whouseswebanalytics tools?who uses dashboards?
  • 5. What is mymessagetoday?
    Get yourfunnel (?) right
    Segment, compare & improve
    Funnel:
    a tube which is wide-mouthed at one end and narrow-mouthed at the other
  • 6. Assumptions
    Your “online” goals are set and are alignedwithyour business
    You have a clear view on your target audience
    Youknowwhatyou want toachieve
    Tip:
    Do not
    underestimate
    this.
  • 7. First things first!
    Strategic goals: become the biggest online retailer of…, …
    Tactical/operational goals: increase online sales with 30%, …
    KPI’s: number of orders, average order value, …
    Measure points: thankyou.html, …
    Tip:
    start with
    your company
    Goals!
    Someexamples of goals:
    leads
    User engagement
    brand engagement
    sale

  • 8. Funnel: work backwards
    Tip:
    Minimize
    the rest!
    It is dead
    Weight…
    The Internet
    Visitors: 100%
    Product: 50%
    product > details > …
    Cart: 20%
    Add > size > …
    Checkout: 8%
    Addresse > …
    Pay: 2%
  • 9. Funnel: Optimize performance
    Look for the weak spots and optimize via:
    • Traffic optimization
    • 10. A/B
    • 11. Common sense
    • 12. …
    Tip:
    Do this first;
    It’s cheap…
  • 13. Question:
    Q: I have more than 1 goal.
    A: Off course; but minimize, harmonize & try to use the same unit (preferably € or $)
    Tip:
    Someanalytics
    tools show you the
    Value of each
    page.
    Leads & sales different unitsSolution = Calculate the sales value of a lead/
  • 14. Segment on traffic sourcesor …
    Product: 50%
    product > details > …
    Cart: 20%
    Add > size > …
    Checkout: 8%
    Addresse > …
    Pay: 2%
    Product: 50%
    product > details > …
    Cart: 20%
    Add > size > …
    Checkout: 8%
    Addresse > …
    Pay: 2%
    The Internet
    Visitors: 100%
    Product: 50%
    product > details > …
    Cart: 20%
    Add > size > …
    Checkout: 8%
    Addresse > …
    Pay: 2%
    Or
    • Geographical region
    • 15. Product
    • 16. Keyword
    • 17. Language
    • 18. Version 1 / version 2
    • 19. …
    Organic
    Search
    Paid
    Search
    Direct
    Referral
    EMEA
    Americas
    Asia
    Other
    Tip:
    Youcanalso
    segment
    on other
    dimensions
  • 20. Common traffic sources:
    • Direct
    • 21. Search - Organic
    • 22. Search - Paid
    • 23. Ref. - Social Media
    • 24. Ref. - Bannering
    • 25. Ref. - E-Mail Internal
    • 26. Ref. - E-Mail External
    • 27. Other
    Interesting
    Ratio:
    Performance
    per segment.
    Ex. below
  • 28. Question:
    Q: Are we set now?
    A: Not really.
    We have control of the flow & we know the visit sources. But we do not know how much a visit (or a visitor achieving a goal) costs.
    Tip:
    Start with
    the media
    cost
    Q: True, how do I measure costs?
    A: For some sources (like paid search) it is fairly easy. But for most sources, it is hard & difficult excel labor.
    Interesting
    Ratio:
    Costper segment
    per conversion
  • 29. Ratio example:
    Tip:
    Excel
  • 30. What do we measure?
    • The funnel steps: 5
    • 31. Sources: 8
    • 32. Targets: 5
    • 33. Geo markets: 5
    • 34. Campaigns: 4
    • 35. When? Monthly of course: 12
    • 36. Years? At least 2
    • 37. Representation? $ or €, #, in %: 3
    Equals 5 * 8 * 5 * 5 * 4 * 12 * 2 * 3 = 288000 values
    Note: we are not even talking about cost or quality parameters…
    Tip:
    Minimize &
    Focus on the
    important stuff
  • 38. Tips on howto report [1/2]:
    Report on the following dimensions:
    • Reach
    • 39. Quality
    • 40. Cost
    • 41. Return
    • 42. Offline: sales, …
    • 43. Competition
    Tip:
    Dareto
    summarize
  • 44. Tips on howto report [2/2]:
    • Create different reports: management, operational, detailed, per segment, …
    • 45. Be neutral & clear: the reports will be used to get better supplier performance
    • 46. Trend or funnel: Both but not in the same report
    • 47. Ideal time interval: monthly
    • 48. Find good ratios
    • 49. Create good graphs
    • 50. Use Excel
  • Summary
    • Align with company goals
    • 51. Get your funnel right!Don’t forget the funnel starts outside you site
    • 52. Segment, compare & improve
    • 53. Tweak performance
    • 54. Report monthly on the important KPI’s to all levels (even suppliers)
    Tip:

  • 55. Thankyou, questions?
    Tip:
    Follow me!
    I likeit ;-)
    http://twitter.com/#!/dbintein
    http://www.linkedin.com/in/davidbintein
    david@lodestar.be
    +32 9 235 82 82
    Tip:
    Give me yourcard. I’llsendyouthispresentation