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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. …

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.

Published in: Technology, Business

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  • 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. Money
  • 3. Sales
  • 4. Conversion
  • 5. Supermarket from hell?
  • 6. The web’s dirty little secret…. …carnage in the supermarket.
  • 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. 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. Using analytics to drive conversions
  • 10. How to measure
  • 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. A conversion story 3. Client makes web site changes 1. GA setup With GA = 3x 2. GA review Without GA
  • 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. Identify the Accident Black Spots?
  • 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. 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. 300% improvement This translates directly into revenues. Target = 1000%
  • 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. Analytics tells you the what, not the why   Customer engagement critical to understand •  WHY things are happening •  HOW BEST to fix them
  • 20. Understanding your customer
  • 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. Techniques for building understanding Source: “The User is Always Right”, Mulder & Yaar, 2006
  • 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. 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. Moving from general to specific
  • 26. Find out more: two books for your bookshelf
  • 27. Case Study | Permanent TSB …re-launched September 09.
  • 28. Extensive Customer Engagement
  • 29. Redesigned all aspects of the site
  • 30. User tested all aspects of the redesign
  • 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. Understanding effectiveness of SEO & SEM
  • 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. Last year…
  • 35. SEO: Where people are coming from   No point in using Yahoo or MSN paid search!
  • 36.   you can drill down to view by country
  • 37. For Boot Camp profile, it's more interesting
  • 38. Content popularity: accidental tourists?   Why is it so popular? And why the high exit percentage?
  • 39. So we cross-segment that page   About Dublin page: Unintentional SEO!
  • 40. Bounce rates Majority didn't stick around! Either optimise landing page, or rethink SEM
  • 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. 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. Summary & Wrap-up
  • 44. Good analytics = take action   Forrester Research: Biggest challenge marketers face with analytics?   53% say Acting on Findings
  • 45. Analytics framework: be systematic From Victoria Web Analytics Toolkit
  • 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. Questions? Feedback? Contact Details: Morgan McKeagney   Visit us at: Managing Director iQ Content Ltd   Read blog, sign-up for free e: monthly newsletter t: +353 1 817 0768 Twitter: @morganmck @iqcontent