Web Analytics: A Measurement System of Website
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Web Analytics: A Measurement System of Website

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Prezentacija "Web Analytics: A Measurement System of Website" koju je Dave Rogers

Prezentacija "Web Analytics: A Measurement System of Website" koju je Dave Rogers
održao na konferenciji iFront 9. juna 2009. godine u Beogradu.

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Web Analytics: A Measurement System of Website Web Analytics: A Measurement System of Website Presentation Transcript

  • Web Analytics: A Measurement System of Website Performance for Optimization Dave Rogers Former Senior Web Analytics Researcher @ PayPal
  • Who is Dave Rogers?
    • Almost a decade in research and internet
    • 1/3 Researcher, 1/3 Analyst, 1/3 Psychologist
    • Education: MA Stats/Research; MBA
    • Industry experience in academia, agency work, e-commerce, finance and social networking
    • Was @ PayPal for over a year
    Source: ‘mutt’ idea stolen from Angel Morales; LightsOut Marketing answer: a mutt
  • Discussion
    • Balkans & the Internet
    • Web Optimization Ecosystem
    • Website Optimization
    • Web Analytics Resources
    • Q&A
  • Balkans & the Internet
    • Great time to get started!
      • Tools are all figured out (consolidations)
      • Many agencies now (available experts!)
    • Compete on analytics (hunt vs. get hunted)
    -4 -2 0 -3 ? ? The Balkans
  • Web Optimization Ecosystem
  • Web Site Optimization Ecosystem Source: Web Analytics Demystified (www.webanalyticsdemystified.com) WA Web Analytics VOC Voice of the Consumer TESTING Conversion Optimization CEM Customer Experience Management
  • Web Analytics
    • The WHAT:
    • Visits / Visitors
    • Bounce/ Exit rates
    • Marketing tasks
    • Acquisition
      • SEO and SEM
      • Affiliate Networks
      • Comparison Shopping
    • Retention
      • Email
      • Affiliate Networks
      • Comparison Shopping
    SEM SEO WA VOC TESTING CEM
  • Voice of the Consumer
    • The WHY:
    • Measure customer satisfaction continuously
    • Identify what’s driving customer satisfaction and what will have the greatest impact on behavior and financial performance
    WA VOC TESTING CEM
  • Customer Experience Management
    • REPLAYS:
    • Tealeaf enables you to see your customers' actual online experiences, analyze their motivations and ultimately, gain insight as to why abandonment or other site actions occur
    WA VOC TESTING CEM
  • Testing
    • OPTIMIZING:
    Typical consumer engagement model from Marketing team perspective: Now, who owns the conversion task? Acquisition Marketing Retention Marketing WA VOC TESTING CEM Acquisition Marketing Conversion Optimization Retention Marketing
  • Website Optimization
    • What is MV Testing?
    • Framework in 8 Steps
    • Case Study
    • Advanced Testing Techniques
    • Ok… now how do I start?
    • Bonus: Elements to Start Testing Today!
    Optimization Discussion
  • What is MV Testing? … Why? What is average conversion rate?
    • What is MV Testing?
    • Framework in 8 Steps
    • Case Study
    • Advanced Testing Techniques
    • Ok… now how do I start?
    • Bonus: Elements to Start Testing Today!
  • Website Testing Framework
    • Split traffic
    All Traffic Version A Version B Technology
  • Website Testing Framework
    • Split traffic
    • Display content
    www.books.com www.books.com Version A (Original, Control) Version B (Test)
  • Website Testing Framework
    • Split traffic
    • Display content
    • Log which version
  • Website Testing Framework
    • Split traffic
    • Display content
    • Log which version
    • Log success event
  • Website Testing Framework
    • Split traffic
    • Display content
    • Log which version
    • Log success event
    • Measure results
    Conversion Rate = # of success events # of ‘starts’ / version
  • Website Testing Framework
    • Split traffic
    • Display content
    • Log which version
    • Log success event
    • Measure results
    • Use stats!
  • Website Testing Framework
    • Split traffic
    • Display content
    • Log which version
    • Log success event
    • Measure results
    • Use stats!
    • Decide winner
  • Website Testing Framework
    • Split traffic
    • Display content
    • Log which version
    • Log success event
    • Measure results
    • Use stats!
    • Decide winner
    • Push winner live
    Rinse & Repeat !
    • What is MV Testing?
    • Framework in 8 Steps
    • Case Study
    • Advanced Testing Techniques
    • Ok… now how do I start?
    • Bonus: Elements to Start Testing Today!
    • Test Plan : Improve the efficiency of the product detail page
    • Success Metric : Percent of product page views that result in shopping cart “puts”
    • The test consisted of 8 elements, or variables, that can take on 18 different values. The resulting search space contains 576 unique combinations of variable values (‘recipes’).
    ‘ Small changes often have huge impact ’
  • 8 Elements
    • Page Order
    Fold Line
  • 8 Elements
    • Page Order
    • Title
  • 8 Elements
    • Page Order
    • Title
    • Price Presentation
  • 8 Elements
    • Page Order
    • Title
    • Price Presentation
    • GiftBox Presentation
  • 8 Elements
    • Page Order
    • Title
    • Price Presentation
    • GiftBox Presentation
    • Continue Shopping
  • 8 Elements
    • Page Order
    • Title
    • Price Presentation
    • GiftBox Presentation
    • Continue Shopping
    • Button Text
  • 8 Elements
    • Page Order
    • Title
    • Price Presentation
    • GiftBox Presentation
    • Continue Shopping
    • Button Text
    • Button Shape
  • 8 Elements
    • Page Order
    • Title
    • Price Presentation
    • GiftBox Presentation
    • Continue Shopping
    • Button Text
    • Button Shape
    • Button Color
  • Results of the Multivariate Test
    • The purpose of the test was to identify which of the 576 unique versions (‘recipes’) of the product-detail page was the best (MV), and to determine how much better it was than the original.
    • After the data was collected and analyzed, a new and improved version of the product-detail page was identified and compared head-to-head against the original (essentially an A/B test).
    $5.25 M Incremental Annual Revenue The new and improved page performed 4.4% better than the original. (with 99% confidence)
    • What is MV Testing?
    • Framework in 8 Steps
    • Case Study
    • Advanced Testing Techniques
    • Ok… now how do I start?
    • Bonus: Elements to Start Testing Today!
  • Testing outside of Web Pages
    • Landing Pages
    • Banners
      • Person v. product
      • Different value propositions
    • Emails
      • Product v. brand
      • Category sale v. sale across categories
      • Discount v. free shipping
      • Time-of-day / day-of-week
    Targeted! Triggered!
  • Behavior Targeting & ‘Personas’
    • If like this, then show ___.
      • Database construction
      • Test & develop business rules
      • Segmentation & predictive analytics
    • Personas
      • Represent different user types and their behavior, attitude, ‘world view’
      • User-centered design
      • “ Conversion: What About the Other 98 Percent?”
    Predictive Modeling!
  • ‘ Manufacturing’ Testing Structure
    • Build a reporting face
      • Alert when sample size reached
      • Automated decision making
      • Output to Dev Team
    • Develop the long-term ‘Program’
      • Share learnings throughout org
      • Business unit ‘on the hook’ as driver of continually increased conversions
  • Testing Opportunities Demographics Psych/Social Web Analytics/ Website Behavior Attitudinal Data ? Customer Support Calls & Outcome Transaction Data (R,F,M) Databases Speaking to One Another
    • What is MV Testing?
    • Framework in 8 Steps
    • Case Study
    • Advanced Testing Techniques
    • Ok… now how do I start?
    • Bonus: Elements to Start Testing Today!
  • Build Yourself or Find a Partner?
    • BUILD
    • Long-term cost savings
    • Back-end advanced testing structure
    • Can build custom monitoring and notification system
    • Data easily integrated into web analytics
    • PARTNER
    • Realize continuous optimization earlier
    • Some tools include Professional Services
    • Can ‘learn’ from the experts
  • “ Which pages do I test first?”
    • Use your web analytics tool - think ‘funnel’
      • All pages in the check-out process are important
      • Where do visitors leave/bounce?
      • What are your best selling products/categories?
    • Know your audience
      • understand needs and create experience for user
      • guest or member/account?
      • first-time buyer or frequent buyer?
    Landing Pages? Product Pages? Home Page?
    • MV Testing is ‘doable’
    • See above- up on the right
    • Think: incremental and continuous
    • Many times, a small win builds psychological momentum at the organization for continual testing
    Wrap-Up: Key Considerations ‘ Small changes often have huge impact ’
  • ‘ Small changes often have huge impact ’ Asked to many web analytics professionals at the 2008 e-Metrics summit:
    • What is MV Testing?
    • Framework in 8 Steps
    • Case Study
    • Advanced Testing Techniques
    • Ok… now how do I start?
    • Bonus: Elements to Start Testing Today!
    • What are different versions of the value proposition?
      • Have they been tested before?
      • Can they be seasonal?
    • Try various formatting techniques
      • Font, u , size, bold , color , centered
    • Use of exclamation point! or?
    • # of words: Many v. less
    • Consider language
      • colloquial; education level
    Testing Element: Headlines ‘ Small changes often have huge impact ’
    • Sale
      • % off
      • $ off
      • Buy1Get1
      • Discount for future purchase
    • Coupons
    • Can pilot test campaigns!
    Testing Element: Offers … but what kind of shipping? ‘ Small changes often have huge impact ’ Free shipping is king!!!
    • Value proposition
      • emotional v. logical
    • Word choice
      • Add to Bag v. Add to Cart; Shop Now v. Order Now
    • Color
    • Shape
    • Size
    • Placement
    Testing Element: Call-to-Action ‘ Small changes often have huge impact ’
    • % image to text to white space
    • Use very similar images in the flow
    • Size
    • Placement
    • Contrast to site look & feel
    • Personalize!
    • Images of people are different
      • Which direction are they facing?
      • Where are the eyes focusing?
    Testing Element: Image ‘ Small changes often have huge impact ’
  • Common Mistake: Clutter
    • Too much text
    • Competing for attention
    • Overstimulation
    • Rest
    • Hype-free zone
    • ‘ Less is more’
    ‘ Small changes often have huge impact ’
  • Web Analytics Resources
  • Web Analytics Resources
    • BLOG ROLL
    • kaushik.net/avinash/
    • blog.webanalyticsdemystified.com/weblog/
    • semphonic.blogs.com/
    • grokdotcom.com/
    • blogs.omniture.com/
    • juiceanalytics.com/weblog/
    • webanalysis.blogspot.com/
    • EVENTS & TRAINING
    • webanalyticsassociation.org
    • eMetrics Summit
    • Web Analytics Wednesdays
    • Web Analytics Forum Yahoo Group
    • UBC Web Analytics
    • X Change Conference: Gary Angel
    • Predictive Analytics: Eric Siegel
    WEB ANALYTICS BOOKS OPTIMIZATION BOOKS
  • Q&A David Rogers [email_address] LinkedIn.com/in/DRAnalytics Twitter.com/DRAnalytics