Web Analytics for
Customer Acquisition
NASSCOM Product Conclave 2013
Seby Kallarakkal
@sebyk
CEO, Nabler
Arun Agrawal
@ebi...
Few questions

The Digital Analytics Company
www.nabler.com

2
~80 Standard reports

The Digital Analytics Company
www.nabler.com

3
Parallel

The Digital Analytics Company
www.nabler.com

4
Take away #1

Know what metrics or KPIs matter
to you before you open the tool.

The Digital Analytics Company
www.nabler....
November 2012 Scorecard

25,200

10%

2.4%

5020

Visits

Engaged visits

Conversion

Additional FB likes

7% up

0% diff
...
Take away #2

Context matters. Target matters.

The Digital Analytics Company
www.nabler.com

7
How to design KPIs?

The Digital Analytics Company
www.nabler.com

8
Introduction to the REAN* Framework

Reach

Engage

Activate

Nurture

What
methods are
used to
acquire
visitors on the
we...
Process for identifying KPIs
• Identify actors – classify them
• Collect business questions from all actors
• Define reach...
Example – Tally, a software product

Fictional exercise
for Tally

The Digital Analytics Company
www.nabler.com

11
Actors
Budget owners

Platform owners

CMO

Web development manager

CEO

Webmaster

Business owners
Digital marketing man...
Collect business questions
• How are campaigns doing?
• Which channel is performing the best for us in terms of leads?
• D...
Identify reach sources
• What channels / websites / methods will be used to acquire visitors?
–
–
–
–
–

Natural search
Pa...
Identify engagement
• What do you think people should do on the website so that they would convert?
–
–
–
–
–
–

Stick aro...
Identify preferred actions
• Get people to sign up for a demo
• Get people to purchase products online
• Get people to reg...
Identify nurturing methods & activities
• Methods
– Email newsletter
– Promotional email

Nurture
• Activities
– Request f...
Now we are ready to design our KPIs

The Digital Analytics Company
www.nabler.com

18
Defining KPIs for Reach
• What parameter do you want to use to identify your best source?
– Use business questions
– Use e...
KPIs for Reach
KPI Name

Calculation

Explanation

Benchmark

Actions

Actor

Share of
visits

Visits from a
traffic sourc...
Quick exercise
Reach sources

Activities defining high
engagement

The Digital Analytics Company
www.nabler.com

Preferred...
Two techniques
1. Segmentation
2. Building a model

The Digital Analytics Company
www.nabler.com

22
Segmentation - example
• Target – visit to order ratio of 2.5%
• Actual – 2.2%

Segment by

So that

Source / campaign / c...
Modeling
Excel model to arrive at targets

The Digital Analytics Company
www.nabler.com

24
The Digital Analytics Company
www.nabler.com

25
At Rs.25,000 per license, the company needs 200 orders annually or
4 per week. 4 is highlighted since that’s the frequency...
We are building a model and this is a critical assumption – 25%
conversion target. This should be watched very closely or ...
Few more numbers.
So it boils down to 1600 web leads in a year
or
33 web leads in a week.

The Digital Analytics Company
w...
With the assumption of 2.5% visit to lead ratio, we have now arrived
at a weekly target of 1333 visits.

The Digital Analy...
Let’s say, you take stock and realize you get around 20 visits / day
from organic / direct and 5 from social
The Digital A...
The Digital Analytics Company
www.nabler.com

31
More on optimizing
Scenarios
1. Visits too low
2. Conversion too low
3. Campaigns not doing too well

The Digital Analytic...
Solving the Low Traffic Puzzle
SEO
Newsletter
advertising

PPC

Traffic
Media
buying

Social
Media

Email lists

The Digit...
Solving the Low Traffic Puzzle - 1
Search Engine Optimisation (SEO)
• Organic search traffic
• So-called 0 cost.
• Time co...
Solving the Low Traffic Puzzle - 2
Pay Per Click

• Expensive. Costs are rising.
• More reliable. Almost works out as traf...
Solving the Low Traffic Puzzle - 3
Social media

• Creative approach needed.
• Build reputation, connect with current and ...
Solving the Low Traffic Puzzle - 4
Content distribution

• Great and evergreen strategy.
• Develop content which answers p...
Solving the Low Traffic Puzzle - 5
Email lists

• Contrary to popular belief, it still works very well.
• List building is...
Solving the Low Traffic Puzzle - 6
Media buying
• Best to use targetted messaging and avoid branding in the initial stage....
Solving the Low Traffic Puzzle - 7
Newsletter advertising / solo-ads
• Study several issues of the newsletter to study app...
Solving the Low Traffic Puzzle

Measure. Spot the winners. Repeat.

The Digital Analytics Company
www.nabler.com

42
Tracking & Measuring Campaigns
• Example target URL:
– www.domain.com/page.php?
utm_source=twitter&utm_medium=social&utm_c...
Conversion Optimisation for Higher ROI
To get 2x sales (or leads), you can
• 2x the traffic (expensive, recurring cost) or...
Landing Page Optimisation
Landing pages offer the highest ROI for time invested.
• Offer to landing page message match
• H...
Landing Page Optimisation - 1
Check bounce rate and see how you can reduce this. Focus on high traffic pages first.
• Cont...
Landing Page Optimisation - 2
Highlight benefits. If you show features, mention how these features benefit the user.

The ...
Landing Page Optimisation - 3
Credibility boosters – logos, associations, awards, number of users etc.

The Digital Analyt...
Landing Page Optimisation - 4
Have a clear call to action. Show what they will get if they click.

The Digital Analytics C...
Split Testing with GA
GA allows A/B split testing for FREE.
• What to test?
• Set up different versions.
• Set up the conv...
Split Testing with GA - demo

The Digital Analytics Company
www.nabler.com

51
Split Testing with GA - demo

The Digital Analytics Company
www.nabler.com

52
Split Testing with GA - demo

The Digital Analytics Company
www.nabler.com

53
Split Testing with GA - demo

The Digital Analytics Company
www.nabler.com

54
Split Testing with GA - demo

The Digital Analytics Company
www.nabler.com

55
A/B Split Testing with GA – watch out
• Low traffic considerations (micro-conversion)
• Statistical significance
• Part sp...
Summary
• Define KPIs. Define targets
• REAN framework
• Segmentation
• Modeling
• Ideas for low traffic situation
• Landi...
Thank You
Seby Kallarakkal
@sebyk
seby@nabler.com
Arun Agrawal
@ebizindia
arun@ebizindia.com
The Digital Analytics Company...
Appendix A

The Digital Analytics Company
www.nabler.com

59
Best practices for GA tagging & configuration
• Define goals
• Define funnels
• Define goal value
• Create multiple profil...
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Analytics for Customer Acquisition - Presentation at Nasscom Product Conclave 2013

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Don't jump into Google Analytics without defining your KPIs first. Set your targets and analyse with this guide.

Includes strategies and tactics to solve the low traffic and low web site conversion problems. Apply these ideas to improve your sales and leads by a huge margin at a low cost.

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Analytics for Customer Acquisition - Presentation at Nasscom Product Conclave 2013

  1. 1. Web Analytics for Customer Acquisition NASSCOM Product Conclave 2013 Seby Kallarakkal @sebyk CEO, Nabler Arun Agrawal @ebizindia Chairman & MD, Ebizindia Consulting The Digital Analytics Company www.nabler.com
  2. 2. Few questions The Digital Analytics Company www.nabler.com 2
  3. 3. ~80 Standard reports The Digital Analytics Company www.nabler.com 3
  4. 4. Parallel The Digital Analytics Company www.nabler.com 4
  5. 5. Take away #1 Know what metrics or KPIs matter to you before you open the tool. The Digital Analytics Company www.nabler.com 5
  6. 6. November 2012 Scorecard 25,200 10% 2.4% 5020 Visits Engaged visits Conversion Additional FB likes 7% up 0% diff 10% up 15% up vs. last month vs. last month vs. last month Additional FB likes -25% -20% -15% -25% vs. target vs. target vs. target vs. target The Digital Analytics Company www.nabler.com 6
  7. 7. Take away #2 Context matters. Target matters. The Digital Analytics Company www.nabler.com 7
  8. 8. How to design KPIs? The Digital Analytics Company www.nabler.com 8
  9. 9. Introduction to the REAN* Framework Reach Engage Activate Nurture What methods are used to acquire visitors on the website? How do visitors interact with the website? What preferred actions are taken by the visitors? How to retain and reengage with the acquired consumers? R The Digital Analytics Company www.nabler.com E A N * Developed by Xavier Blanc 9
  10. 10. Process for identifying KPIs • Identify actors – classify them • Collect business questions from all actors • Define reach sources • Define engagement • Define activation • Define nurturing methods • Designing KPIs for reach, engagement, activation and nurture • Map KPIs to actors The Digital Analytics Company www.nabler.com 10
  11. 11. Example – Tally, a software product Fictional exercise for Tally The Digital Analytics Company www.nabler.com 11
  12. 12. Actors Budget owners Platform owners CMO Web development manager CEO Webmaster Business owners Digital marketing manager Content manager Business unit heads Campaign managers 12 The Digital Analytics Company www.nabler.com
  13. 13. Collect business questions • How are campaigns doing? • Which channel is performing the best for us in terms of leads? • Do people register for webinars? Is it worth even organizing webinars? • How useful is chat? • How well is our content doing? • Is our website easy to navigate? • How come we don’t generate too much revenue from our website? • What is the main reason for people to come to our site? • Which pages require rewriting? The Digital Analytics Company www.nabler.com 13
  14. 14. Identify reach sources • What channels / websites / methods will be used to acquire visitors? – – – – – Natural search Paid search Display campaigns Email campaigns Direct, brand-aware Reach What methods are used to acquire visitors on the website? R The Digital Analytics Company www.nabler.com 14
  15. 15. Identify engagement • What do you think people should do on the website so that they would convert? – – – – – – Stick around and not bounce? Read about products? Watch videos? Read about solutions? Chat with agent? Read case studies? Engage How do visitors interact with the website? • Classify activities into – High engagement – Moderate engagement – Light engagement The Digital Analytics Company www.nabler.com E 15
  16. 16. Identify preferred actions • Get people to sign up for a demo • Get people to purchase products online • Get people to register for a webinar • Get people to call • Get people to upgrade Activate What preferred actions have been taken by the visitors? A The Digital Analytics Company www.nabler.com
  17. 17. Identify nurturing methods & activities • Methods – Email newsletter – Promotional email Nurture • Activities – Request for training – Search for partner – Follow on social channels How to retain and re-engage with the acquired consumers? N The Digital Analytics Company www.nabler.com 17
  18. 18. Now we are ready to design our KPIs The Digital Analytics Company www.nabler.com 18
  19. 19. Defining KPIs for Reach • What parameter do you want to use to identify your best source? – Use business questions – Use engagement activities – Use preferred actions • For the Tally example, the parameters could be – – – – Traffic Cost per visit Cost per highly engaged visit Cost per preferred action (buy, demo, webinar etc.) The Digital Analytics Company www.nabler.com 19
  20. 20. KPIs for Reach KPI Name Calculation Explanation Benchmark Actions Actor Share of visits Visits from a traffic source / total visits Shows how each source is doing from a traffic perspective Historical – 20% YoY for the same month Optimize channels to get the required Campaign traffic within the manager budget Cost per visit (CPV) Money spent / visits for each source Shows how much it costs to get a visit from each of the traffic sources Rs.50 Optimize each channel Cost per highly engaged visit (CPEV) Money spent / highly engaged visits from each source Shows how much it costs to get a highly engaged visit from each of the traffic sources Rs.250 Optimize each channel. Segment Online marketing by landing page / manager product Rs.1000 Optimize channel / landing page / Online marketing product / manager navigation / testing Cost per order Money spent / Shows how much it costs to total orders for get an order from each of each source the traffic source The Digital Analytics Company www.nabler.com Campaign manager 20
  21. 21. Quick exercise Reach sources Activities defining high engagement The Digital Analytics Company www.nabler.com Preferred actions Nurturing methods 21
  22. 22. Two techniques 1. Segmentation 2. Building a model The Digital Analytics Company www.nabler.com 22
  23. 23. Segmentation - example • Target – visit to order ratio of 2.5% • Actual – 2.2% Segment by So that Source / campaign / channel Optimization and realignment of campaigns Day of the week Customization by day of the week Landing page Landing page optimization Split Testing City / State Optimization and realignment of campaigns The Digital Analytics Company www.nabler.com 23
  24. 24. Modeling Excel model to arrive at targets The Digital Analytics Company www.nabler.com 24
  25. 25. The Digital Analytics Company www.nabler.com 25
  26. 26. At Rs.25,000 per license, the company needs 200 orders annually or 4 per week. 4 is highlighted since that’s the frequency I’m suggesting. The Digital Analytics Company www.nabler.com 26
  27. 27. We are building a model and this is a critical assumption – 25% conversion target. This should be watched very closely or the whole model would fall apart. The Digital Analytics Company www.nabler.com 27
  28. 28. Few more numbers. So it boils down to 1600 web leads in a year or 33 web leads in a week. The Digital Analytics Company www.nabler.com 28
  29. 29. With the assumption of 2.5% visit to lead ratio, we have now arrived at a weekly target of 1333 visits. The Digital Analytics Company www.nabler.com
  30. 30. Let’s say, you take stock and realize you get around 20 visits / day from organic / direct and 5 from social The Digital Analytics Company www.nabler.com
  31. 31. The Digital Analytics Company www.nabler.com 31
  32. 32. More on optimizing Scenarios 1. Visits too low 2. Conversion too low 3. Campaigns not doing too well The Digital Analytics Company www.nabler.com 32
  33. 33. Solving the Low Traffic Puzzle SEO Newsletter advertising PPC Traffic Media buying Social Media Email lists The Digital Analytics Company www.nabler.com Content 33
  34. 34. Solving the Low Traffic Puzzle - 1 Search Engine Optimisation (SEO) • Organic search traffic • So-called 0 cost. • Time consuming, unreliable. • Landscape is changing very frequently. • Can’t depend on this heavily. Metrics Segment by Visits Landing page Share of visit City / State Revenue Product line Leads Type of page Engagement The Digital Analytics Company www.nabler.com 34
  35. 35. Solving the Low Traffic Puzzle - 2 Pay Per Click • Expensive. Costs are rising. • More reliable. Almost works out as traffic on demand. Metrics Segment by Visits Keyword • Excellent in short term for testing site conversion etc. Share of visit Ad group Revenue Campaign Leads Landing page Engagement City / state • Great source for steady supply of visitors if the ROI has been worked out as positive. Cost per click CTR The Digital Analytics Company www.nabler.com 35
  36. 36. Solving the Low Traffic Puzzle - 3 Social media • Creative approach needed. • Build reputation, connect with current and future customers. Metrics Segment by • Monitor and engage in conversations. Visits Landing page • Get established as the expert in the industry and subject matter. Share of visit City / State Revenue Product line Leads Type of page Engagement Network Likes Follower category • LinkedIN, Facebook, Twitter, Quora, many more. Retweets Comments Virality The Digital Analytics Company www.nabler.com 36
  37. 37. Solving the Low Traffic Puzzle - 4 Content distribution • Great and evergreen strategy. • Develop content which answers problems and issues important to the prospect. • Point to the problem, describe solution (how to solve the problem) and refer to your product as a cost- effective way to do it. • Distribute in multiple modes like PPT, PDF etc. Segment by Visits Source Share of visit City / State Revenue Product line Leads • Your blog, Slideshare, Ezinearticles, Blogspot, Facebook, Twitter Metrics Type of content Engagement The Digital Analytics Company www.nabler.com 38
  38. 38. Solving the Low Traffic Puzzle - 5 Email lists • Contrary to popular belief, it still works very well. • List building is the challenge. Metrics Segment by • Auto-responders and email shots. Visits Lists • Great for prospect nurturing. Share of visit Time of the day Revenue Day of the week Leads Date Engagement Subject line Delivered ratio Message/Offer Open ratio City / State • Need to provide high content to sales ratio (suggest 70-30% or even 80-20%). CTR The Digital Analytics Company www.nabler.com 39
  39. 39. Solving the Low Traffic Puzzle - 6 Media buying • Best to use targetted messaging and avoid branding in the initial stage. • Banners on highly targeted sites like Moneycontrol, Lifehacker, Gizmodo. • Radio, TV, print. Metrics Segment by Impressions Source Visits Offer Orders Banner/ad design Subscriptions Day, time Engagement The Digital Analytics Company www.nabler.com 40
  40. 40. Solving the Low Traffic Puzzle - 7 Newsletter advertising / solo-ads • Study several issues of the newsletter to study approach, content to sales ratio. • Response rates can be pretty good with a nicely matching message. • Owner endorsement can boost the response rate very high. • Watch response rates like a hawk. Metrics Segment by List size Newsletter Visitors Offer Orders Banner/ad design Subscriptions Mailing day Engagement The Digital Analytics Company www.nabler.com 41
  41. 41. Solving the Low Traffic Puzzle Measure. Spot the winners. Repeat. The Digital Analytics Company www.nabler.com 42
  42. 42. Tracking & Measuring Campaigns • Example target URL: – www.domain.com/page.php? utm_source=twitter&utm_medium=social&utm_campaign=whybuyreason31 • Another one: – www.domain.com/page.php? utm_source=google&utm_medium=cpc&utm_campaign=core-doors The Digital Analytics Company www.nabler.com 43
  43. 43. Conversion Optimisation for Higher ROI To get 2x sales (or leads), you can • 2x the traffic (expensive, recurring cost) or • 2x the conversion (one time effort, low cost). Example (Sale Price = $100) Visitors Cost/visitor Total cost Conversion Sales Total sales % • 100 visitors @ $1 per visitor (total=$100), 2% conversion (2 sales) = $50 cost per sale • 200 visitors @ $1 per visitor (total=$200), 2% conversion (4 sales) = $50 cost per sale 200 100 $1 $100 2% 2 • 100 visitors @ $1 per visitor (total=$100), 4% conversion (4 sales) = $25 cost per sale 400 200 $1 $200 2% 4 Conclusion 100 $1 $100 4% • You can afford costlier traffic if you get good conversion rates. 100 $2* $200 4% 4 4 400 400 Profit 100 200 300 200 * You can afford costlier traffic if you convert better. The Digital Analytics Company www.nabler.com 44
  44. 44. Landing Page Optimisation Landing pages offer the highest ROI for time invested. • Offer to landing page message match • Highlight benefits. If you show features, add a bit about how these features benefit the user. • Credibility boosters – logos, associations, awards, number of users etc. • Clear call to action – must have. Show what they will get if they click. • Check with in-page analytics report or heat map. • Check bounce rate and see how you can reduce this. Focus on high traffic pages first. The Digital Analytics Company www.nabler.com 45
  45. 45. Landing Page Optimisation - 1 Check bounce rate and see how you can reduce this. Focus on high traffic pages first. • Continue the experience. Match colours, language etc. • Ensure offer to landing page match. • Reiterate the promise. • Don’t bait and switch. The Digital Analytics Company www.nabler.com 46
  46. 46. Landing Page Optimisation - 2 Highlight benefits. If you show features, mention how these features benefit the user. The Digital Analytics Company www.nabler.com 47
  47. 47. Landing Page Optimisation - 3 Credibility boosters – logos, associations, awards, number of users etc. The Digital Analytics Company www.nabler.com 48
  48. 48. Landing Page Optimisation - 4 Have a clear call to action. Show what they will get if they click. The Digital Analytics Company www.nabler.com 49
  49. 49. Split Testing with GA GA allows A/B split testing for FREE. • What to test? • Set up different versions. • Set up the conversion goal. • Run Test. The Digital Analytics Company www.nabler.com 50
  50. 50. Split Testing with GA - demo The Digital Analytics Company www.nabler.com 51
  51. 51. Split Testing with GA - demo The Digital Analytics Company www.nabler.com 52
  52. 52. Split Testing with GA - demo The Digital Analytics Company www.nabler.com 53
  53. 53. Split Testing with GA - demo The Digital Analytics Company www.nabler.com 54
  54. 54. Split Testing with GA - demo The Digital Analytics Company www.nabler.com 55
  55. 55. A/B Split Testing with GA – watch out • Low traffic considerations (micro-conversion) • Statistical significance • Part splitting for avoiding risk of a major dip • Validate results by repeating tests in future Always Be Testing The Digital Analytics Company www.nabler.com 56
  56. 56. Summary • Define KPIs. Define targets • REAN framework • Segmentation • Modeling • Ideas for low traffic situation • Landing page optimization • Testing The Digital Analytics Company www.nabler.com 57
  57. 57. Thank You Seby Kallarakkal @sebyk seby@nabler.com Arun Agrawal @ebizindia arun@ebizindia.com The Digital Analytics Company www.nabler.com 58
  58. 58. Appendix A The Digital Analytics Company www.nabler.com 59
  59. 59. Best practices for GA tagging & configuration • Define goals • Define funnels • Define goal value • Create multiple profiles • Eliminate internal IPs • Use custom variables • Create custom reports • Set alerts • Tag events • Tag outgoing links The Digital Analytics Company www.nabler.com 60
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