Leveraging Web Analytics to Increase Conversion - Market STL Presentation

Using Web Analytics to Increase Conversion Erin Eschen 2010 Internet Marketing Conference Saint Louis, Missouri

Who I work for:
Perficient
CRM
CMS
Portals
Business Intelligence
Business Analysis
E-Commerce
Search
Mobile

What I do:
Websites
Online Advertising
SEO
Social Media
Mobile
www.Perficient.com/SocialMedia

Who I am:
Search Marketer
Social Media Consumer
2006

Consulted hundreds of small businesses on how to create a web presence , drive traffic and convert visitors. Analyzed hundreds of sites with varying business goals and budgets. Managed the web site for the nation’s largest Internet advertiser and managed the online application (lead generation).

The many uses of Web Analytics: Monitor Performance Gain Business Intelligence Track & Increase Conversions Troubleshoot Problems

Companies Providing Analytics Tools:

Troubleshoot Problems

Ranking high in search engines for desired keywords…
One problem…

No Sales!

“You cannot manage what you cannot measure.”
- Gartner Group

Web Analytics:
“ The practice of measuring, collecting, analyzing and reporting on Internet data to understand how a site is used and to optimize its usage.”
Web Analytics Association
Goals :
Know your users better
Make design decisions based on data (not hunches)
Remove barriers to sales
Improve conversion rates

Analytics show you:
Who’s clicking on what?
Where are your visitors coming from?
What were they searching for before your site?
What are they searching for on your site?
Where are they dropping off?

Visitors to Site Order Page 1 Order Page 2 Order Page 3 Sale GOAL

Traffic Sources:

Referring keywords, paid and organic:
Are you giving them what they’re looking for?

Popular Pages: Top Content (most visited)

Top Landing Pages

Top Exit Pages

Track & Increase Conversions

Define your conversion goals:
Order completed
Lead form submitted
Webinar replayed
Whitepaper downloaded
Phone call (pay per call)
Newsletter sign-up
Resume submit

What affects conversion?
Aesthetics : Professional Design
Usability : Ease of use
Messaging : Competitive advantages, offers
Information : Content answers questions
Direction : Clear calls to action

Conversion Tracking: Google Analytics > Analytics Settings >

Gain Business Intelligence

Site Overlay / Heat Maps

Length of Visit

Screen Resolutions
Also Browsers, Operating Systems, Service Providers, Connection Speeds

Tip of the Day
You can use Analytics to see exactly what companies are researching yours:
Create a custom report: Dimensions > Systems > Domain

Location

Time of Day
Custom Report:
Metric = Visit
Dimension = Hour of Day

Think you need a mobile app or WAP site?
Find out!

Learn all about your site’s visitors and your visitors’ behavior.

Monitor Performance

How to:
Monitor analytics for red flags without spending hours per day swimming in data
Keep senior management happy by giving them a high level pulse on how the website is performing

Dashboards

Source: Google Images

Alerts:

Email:

Parting Words: What are your goals?
Increase revenue
Reduce cost
Improve customer loyalty & satisfaction
When in doubt, ask yourself if what you are doing falls into one of those three buckets. If it does, keep going. If not then I suggest you revisit what you are doing. – Avinash Kaushik (@avinashkaushik) Analytics Evangelist, Google

Thank you! Erin Eschen Online & Social Media Marketing Manager Perficient, Inc. @ErinE http://erineschen.blogspot.com http://www.linkedin.com/in/erineschen

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Leveraging Web Analytics to Increase Conversion - Market STL Presentation

by Erin Moloney on Apr 02, 2010

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