Hong Kong Web Analytics Wednesday #6
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Hong Kong Web Analytics Wednesday #6

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This month we have invited John Man (Senior Enterprise Account Manager -- Hong Kong & South East Asia) & Louis Ngai (Solution Consultant Lead -- Greater China) from Omniture to our event. ...

This month we have invited John Man (Senior Enterprise Account Manager -- Hong Kong & South East Asia) & Louis Ngai (Solution Consultant Lead -- Greater China) from Omniture to our event.

Date: 29th September, 2010
Time: 19:00 -- 22:00
Speaker: John Man & Louis Ngai
Topic: Increase Conversion of Website

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Hong Kong Web Analytics Wednesday #6 Hong Kong Web Analytics Wednesday #6 Presentation Transcript

  • Web Optimization To Improve Conversion Louis Ngai | Solution Consulting Lead © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • Area to Optimized for Retail Site  Campaign Optimization  Identify Fallout Point  Content Influence Optimization  Content Targeting © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • Omniture Fusion External Campaigns Success The Fundamentals Sample Business Questions 1. Page and Content Identification  What kind of return am I getting 2. Page Effectiveness for my campaigns? 3. Page Real Estate Valuation (ClickMap)  Which channels deserve more 4. Shopping Cart Performance marketing spend? 5. Payment & Fulfillment Methods 6. Product Category Analysis  Relationship between Campaigns 7. Product Finding Methods 8. Product Merchandising 9. Internal Search Optimization 10. Internal Campaign Success Key Metrics 11. External Campaigns Success 12. Paid and Natural Search Tracking  Visits  AOV  Orders  Conversion  Revenue  Yield © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2008 Omniture Inc., Confidential & Proprietary
  • Four Key Areas of Facebook Measurement Public/Fan Pages Applications Facebook Ads Facebook Open Graph © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • External Campaigns Success Measure marketing channel performance Channel by Partner © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • Case Study: Measure Campaign Performance  Determine which campaigns influence new vs. loyal members  Measure the channels that are the most influential  Reveal what drives most effective member loyalty Determine Campaign Frequency Reveal Campaign Channel Understand Campaign Influence 6 © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • Omniture Fusion Page & Content Identification The Fundamentals Sample Business Questions 1. Page and Content Identification  What are my most popular pages? 2. Page Effectiveness 3. Page Real Estate Valuation  What paths do users most frequently (ClickMap) take? 4. Shopping Cart Performance  Where do users exit my site? 5. Payment & Fulfillment Methods 6. Product Category Analysis  Which pages have the highest bounce 7. Product Finding Methods rate? 8. Product Merchandising 9. Internal Search Optimization 10. Internal Campaign Success Key Metrics 11. External Campaigns Success  Page Views  Bounce Rate 12. Paid and Natural Search Tracking  Visits  Exit Rate  Path Views  Avg. Time Spent © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2008 Omniture Inc., Confidential & Proprietary
  • Page & Content Identification Use Case Examples Understand page usage and abandonment Evaluate high-level content consumption © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2008 Omniture Inc., Confidential & Proprietary
  • Page & Content Identification Use Case Examples Measure movement through page types © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2008 Omniture Inc., Confidential & Proprietary
  • Page & Content Identification Actions 1 Optimize overall navigation and site 3 Reduce premature site abandonment usability 2 Enhance landing page performance 4 Leverage content affinities to enhance online experience © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2008 Omniture Inc., Confidential & Proprietary
  • Omniture Fusion Page Effectiveness The Fundamentals Sample Business Questions 1. Page and Content Identification  Which pages contribute most to 2. Page Effectiveness 3. Page Real Estate Valuation an order taking place on the (ClickMap) site? 4. Shopping Cart Performance 5. Payment & Fulfillment Methods  Which pages drive conversion? 6. Product Category Analysis  What are the poorest performing 7. Product Finding Methods 8. Product Merchandising pages? 9. Internal Search Optimization 10. Internal Campaign Success Key Metrics 11. External Campaigns Success 12. Paid and Natural Search Tracking  Order Participation  Revenue Participation  Page Conversion Rate © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2008 Omniture Inc., Confidential & Proprietary
  • Page Effectiveness Overview Landing Content Cart Order Confirmation Pages Pages Pages ? ?  Purchase © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • Page Effectiveness Use Case Examples Measure the influence of site content on key success metrics © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • Page Effectiveness Actions 1 Promote high- converting 2 Maintain an optimal mix 3 Identify and remove “dead content of content wood” content © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • Conversion and Acquisition Strategies Are Not Aligned Conversion Funnel Increase Conversion Invest to make easier for existing visitors to become customers NUMERATOR $$$ DENOMINATOR Drive Acquisition Invest to acquire more customers to Conversion site and push through funnel Funnel © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • What Would Even a 1% Conversion Conversion Funnel Funnel Conversion Lift Mean For Your Business? $$$ © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • Understand you Visitors Test Target Segment © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • Landing Page A/B Test Landing Page Order Landing Page 1 $50 30 Landing Page 2 65 Landing Page 3 95 © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • mBox Technology to Switch Contents © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19
  • Testing to Optimize – Landing Pages Converting 30% less than general keywords landing page Goal: Increase “baby names” keywords landing page form completion © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • Results Summary Conversion Lift Confidence Rate © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • Hundreds of Variables Make up the Personalized Visitor Profile Environment Variables Site Behavior Variables IP address Highly Country of origin Time zone Customer/prospect New/return visitor Operating system predictive Browser type Previous visit patterns Previous Product interests – Screen resolution anonymous top level Previous Product interests – low level Referrer Variables visitor profile Searches Previous online purchases Previous Campaign exposure Referring domain Previous Campaign responses Campaign ID Affiliate PPC Natural search Direct/bookmark Temporal Variables Time of day Offline Variables Day of week Recency Offline Purchases Frequency In-store Activity Service Activity More… 23 © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • Visitor Segmentation: Analysis Passing a User ID for each registered visitor allows you to view who is completing defined success events Using SAINT you can group registered users into segments © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • How it Works © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • Visitor Behavior Targeting © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26
  • Automated Targeting Challenge: Results:  To encourage visitors to drive deeper •250% increase in engagement engagement and open new accounts. •Revenue lifted by $1 million per quarter  To deliver more relevant experiences based on visitor information/behavior. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.