Welcome! I am David Bintein http://twitter.com/#!/dbintein http://www.linkedin.com/in/davidbintein firstname.lastname@example.org
What I do? I manage Lodestar, a medium sized web agency in Ghentcalled Lodestar. Tip: www.lodestar.be
My DNA? computer scientistmarketeerentrepreneur
Who are you? B2B of B2C?profit of non profit?whouseswebanalytics tools?who uses dashboards?
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
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.
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 …
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%
Funnel: Optimize performance Look for the weak spots and optimize via:
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/
Interesting Ratio: Performance per segment. Ex. below
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