Measuring the ROI of your website:
using web analytics effectively.
Enterprise Ireland eMarketing Seminar,           Morga...
Money
Sales
Conversion
Supermarket from hell?
The web’s dirty little secret….




      …carnage in the supermarket.
Web analytics is…

 …the practice of measuring, collecting, analysing, and
 reporting on internet data to understand how a...
The challenge of web analytics

  •  Identify the metrics
     that matter
  •  Use metrics that are
     actionable – tha...
Using analytics to drive
conversions
How to measure
The Conversion Funnel
                   Your visitors
        1
    Viewing a
     product
  category page


         2
 ...
A conversion story


                                     3. Client makes
                                    web site cha...
Funnel


Search properties    1
                                              18.5%

Search results       2
              ...
Identify the Accident Black Spots?
Visitors

                                Exits = 95.4%

            Exit Reasons:
            •    Poor search experience...
Funnel


Search properties    1

Search results       2
                         Improved layout

Check availability   3

...
300% improvement




This translates directly
into revenues.


                            Target = 1000%
Design matters: Supermarkets again

                       Extensive customer research:
                         •  inter...
Analytics tells you the what, not the
why


   Customer engagement critical to
    understand
     •  WHY things are happ...
Understanding your customer
Better results come from deep
understanding of your customer


 “…knowing and understanding
 the customer so well the prod...
Techniques for building understanding




                     Source: “The User is Always Right”, Mulder & Yaar, 2006
Getting into the mind of your users
  Real people, with real needs use your website
  Simple goals: find info, do stuff,...
The persona technique
                                        “ The broader the target
  Alan Cooper  Personas          ...
Moving from general to specific
Find out more: two books for your
bookshelf
Case Study | Permanent TSB




                 …re-launched September 09.
Extensive Customer Engagement
Redesigned all aspects of the site
User tested all aspects of the
redesign
Key points: funnels and conversion

   Conversion rate is all about user experience: less
    road-bumps, accident blacks...
Understanding effectiveness of SEO
& SEM
Other things to look at:
   General trends – visitor numbers & engagement
   SEO / SEM – was it worth it; is it working?...
Last year…
SEO: Where people are coming from




    No point in using Yahoo or MSN paid search!
  you can drill down to view by
   country
For Boot Camp profile, it's more
interesting
Content popularity: accidental tourists?




   Why is it so popular? And why the high exit
    percentage?
So we cross-segment that page
  About Dublin page:




  Unintentional SEO!
Bounce rates




        Majority didn't stick around!
    Either optimise landing page, or rethink SEM
Effectiveness of SEM campaigns: what
worked, what didn’t




   Real data to track your online marketing efforts
   Offl...
Key points: SEM & SEO
   Analytics helps you to determine if your SEM was
    actually worth it & make better decisions
 ...
Summary & Wrap-up
Good analytics = take action




        Forrester Research: Biggest challenge
         marketers face with analytics?
  ...
Analytics framework: be systematic




                        From Victoria Web Analytics Toolkit
Wrap-up
   Your website is all about conversion
   Measurement is critical:
    •  # 1: Understand your customers and wh...
Questions? Feedback?

Contact Details:
Morgan McKeagney
                            Visit us at:
Managing Director       ...
Using Web Analytics to Increase Website ROI
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Using Web Analytics to Increase Website ROI

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Presentation outlining how to use web analytics to increase conversions and increase website ROI.

Presented originally at Enterprise Ireland's eMarketing Seminar, Dublin, Ireland, on 22/10/09.

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Using Web Analytics to Increase Website ROI

  1. 1. Measuring the ROI of your website: using web analytics effectively. Enterprise Ireland eMarketing Seminar, Morgan McKeagney Dublin, 22/10/09 Managing Director, iQ Content
  2. 2. Money
  3. 3. Sales
  4. 4. Conversion
  5. 5. Supermarket from hell?
  6. 6. The web’s dirty little secret…. …carnage in the supermarket.
  7. 7. Web analytics is… …the practice of measuring, collecting, analysing, and reporting on internet data to understand how a site is used and how to optimise its usage. Web Analytics Association Four Goals: 1.  Better understand your users 2.  Make web design decisions based on data, not hunches 3.  Improve your website (remove barriers to sales) 4.  Improve conversions and sales
  8. 8. The challenge of web analytics •  Identify the metrics that matter •  Use metrics that are actionable – that lead to making a change •  Proper configuration – accurate data on numbers that matter •  Act on what you find
  9. 9. Using analytics to drive conversions
  10. 10. How to measure
  11. 11. The Conversion Funnel Your visitors 1 Viewing a product category page 2 Viewing a product page 3 Viewing a shopping cart 4 Completing an order Goal = visitors become customers
  12. 12. A conversion story 3. Client makes web site changes 1. GA setup With GA = 3x 2. GA review Without GA
  13. 13. Funnel Search properties 1 18.5% Search results 2 30.3% Check availability 3 95.4% Make booking 4 42.1% Confirm booking 5 37.4% Enter payment 6 59.6% Booking complete 7 Goal Page
  14. 14. Identify the Accident Black Spots?
  15. 15. Visitors Exits = 95.4% Exit Reasons: •  Poor search experience •  Availability checker very clunky Exits = 59.6% Exit Reasons: Customers •  •  Overlong payment form Poor layout
  16. 16. Funnel Search properties 1 Search results 2 Improved layout Check availability 3 Make booking 4 Removed Confirm booking 5 Improved layout Enter payment 6 Booking complete 7 Goal Page
  17. 17. 300% improvement This translates directly into revenues. Target = 1000%
  18. 18. Design matters: Supermarkets again   Extensive customer research: •  interviews •  observing people shop •  analysis of store traffic   Leads to careful design of: •  layout of the store •  product placement •  colours, sounds and smells   The result? Who has ever come out of a supermarket with much more than they went in to buy?
  19. 19. Analytics tells you the what, not the why   Customer engagement critical to understand •  WHY things are happening •  HOW BEST to fix them
  20. 20. Understanding your customer
  21. 21. Better results come from deep understanding of your customer “…knowing and understanding the customer so well the product or service fits him and sells itself.” Peter Drucker
  22. 22. Techniques for building understanding Source: “The User is Always Right”, Mulder & Yaar, 2006
  23. 23. Getting into the mind of your users   Real people, with real needs use your website   Simple goals: find info, do stuff, buy stuff, save time, save money   If site doesn’t support user goals, it fails   Understanding your users single biggest challenge   How to do it? •  Define a user model: personas and scenarios •  User test •  Illicit and respond to user feedback
  24. 24. The persona technique “ The broader the target   Alan Cooper  Personas you aim for, the more •  Archetypal (fictional) user, certainty you have of with specific needs and missing the bull’s eye ” background Alan Cooper •  Should be a few key personas for your entire site •  By serving key personas, you serve everyone else •  Serve as design targets for the development team.   Key – what is their primary GOAL that brings them to your site. And what TASK are they performing to meet that goal?
  25. 25. Moving from general to specific
  26. 26. Find out more: two books for your bookshelf
  27. 27. Case Study | Permanent TSB …re-launched September 09.
  28. 28. Extensive Customer Engagement
  29. 29. Redesigned all aspects of the site
  30. 30. User tested all aspects of the redesign
  31. 31. Key points: funnels and conversion   Conversion rate is all about user experience: less road-bumps, accident blackspots, higher conversions   Increased conversions = increased profitability   300%+ conversion improvements are possible and common   Measurement is a critical first step in increasing conversions   Necessary, but not sufficient: analysis & action critical   Analytics tells you the what; user engagement tells you why.
  32. 32. Understanding effectiveness of SEO & SEM
  33. 33. Other things to look at:   General trends – visitor numbers & engagement   SEO / SEM – was it worth it; is it working?   Campaigns – how effective were they, which worked best?   Where do visitors come from? How engaged and loyal are they?   Most importantly: are we getting the outcomes we want? What changes do we need to make?
  34. 34. Last year…
  35. 35. SEO: Where people are coming from   No point in using Yahoo or MSN paid search!
  36. 36.   you can drill down to view by country
  37. 37. For Boot Camp profile, it's more interesting
  38. 38. Content popularity: accidental tourists?   Why is it so popular? And why the high exit percentage?
  39. 39. So we cross-segment that page   About Dublin page: Unintentional SEO!
  40. 40. Bounce rates Majority didn't stick around! Either optimise landing page, or rethink SEM
  41. 41. Effectiveness of SEM campaigns: what worked, what didn’t   Real data to track your online marketing efforts   Offline require different method of tracking
  42. 42. Key points: SEM & SEO   Analytics helps you to determine if your SEM was actually worth it & make better decisions   Focus on your landing pages, your bounce rates, and visitor engagement (page views per visit)   Pay attention to the valuable organic search data at your fingertips
  43. 43. Summary & Wrap-up
  44. 44. Good analytics = take action   Forrester Research: Biggest challenge marketers face with analytics?   53% say Acting on Findings
  45. 45. Analytics framework: be systematic From Victoria Web Analytics Toolkit
  46. 46. Wrap-up   Your website is all about conversion   Measurement is critical: •  # 1: Understand your customers and what they’re doing on your site •  # 2: Identify accident blackspots – points where customers are experiencing difficulty •  # 3: Take action – fix problems, track changes •  # 4: Increase conversions – put more money in the bank   Measurement alone is not sufficient: you need to act on the data – make changes
  47. 47. Questions? Feedback? Contact Details: Morgan McKeagney   Visit us at: Managing Director www.iqcontent.com iQ Content Ltd   Read blog, sign-up for free e: morgan@iqcontent.com monthly newsletter t: +353 1 817 0768 Twitter: @morganmck @iqcontent www.iqcontent.com
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