10 Ways to Be Strategic with Web Analytics
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10 Ways to Be Strategic with Web Analytics

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10. Keep Your Eye on the Prize...

10. Keep Your Eye on the Prize
9. Not everything that can be counted counts
8. Be Compelling
7. Data Beats Guesses
6. Questions Before Data
5. Ask “So What?” Three Times
4. Use a Balanced Scorecard
3. Look at trends rather than level
2. Align Goals and Tactics
1. Hold People Accountable

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10 Ways to Be Strategic with Web Analytics 10 Ways to Be Strategic with Web Analytics Presentation Transcript

  • 10 Ways to Be Strategicwith Web Analytics
    February 2011
    www.NowMediaMarketing.com
    Copyright 2011 James R. Smith
  • 10. Keep Your Eye on the Prize
    Your Web site exists for a purpose
    Find it
    Articulate it
    Work towards achieving it
    Design the site around that goal
    Look at metrics that relate back to that goal
    Continuously improve
  • 9. Not everything that can be counted counts
    Don’t count for counting’s sake
    Web analytics exists for no other purpose other than improving site performance
    “You can learn many interesting things by analyzing data. But you should only spend your time looking at info that identifies opportunities for improvement.” from Actionable Web Analytics Pg 53
  • 9. Not everything that can be counted counts
    Can Be Counted
    Counts
  • 9. Not everything that can be counted counts
    Hits
    Gain Faith
    Visits
    Visitors
    Further Lord’s Work
    Page Views
    Registrations
    Conversion Rate
    Purchases
    Click thru
    Develop Testimony
    Bounce Rate
    Can Be Counted
    Counts
    Time on Site
    Time on Page
  • 8. Be Compelling
    You might not be a PhD statistician or know how to run a multi-variate test or know how to set intervals with two standard deviations…
    But you can be compelling
  • 8. Be Compelling
  • 7. Data Beats Guesses
  • 7. Data Beats Guesses: Two Case Studies
    Should you offer users help to adjust font size?
    Studies say yes
    100% of people who cited external data were right
    25% of people who relied on personal opinion were right
    Basing decision on data quadrupled the probability of being right
    • A/B test: Version A and B of online banking interface
    • 3 usability attributes: Time to Complete, Success Rate, and Satisfaction
    • On all 3 attributes, version B scored best
    • Showed designs to people in web design course
    • Going on personal guesses, probability of choosing best design was 50%
    http://www.useit.com/alertbox/guesses-data.html
  • 6. Questions Before Data
  • 6. Questions Before Data
    We must understand the difference between a business question and a report request
    These are all report requests…
    How many hits has the site gotten?
    How much traffic is coming to our website?
    What’s the bounce rate?
    Ask: What business problem are you trying to solve?
  • 6. Questions Before Data: Example
    Request for Data: How many people click on the Carousel Hero Banner on LDS.org?
    Real Business Question: Are the benefits of Carousel Hero Banner worth the screen real estate it takes up?
  • 10K Clicks
    60K Clicks
    20K Clicks
    2K Clicks
  • 6. Questions Before Data
    Advice to Analysts:
    Seek to understand the strategic questions of the business
    Don’t just provide data. Provide answers and insights.
    Advice to Business folks:
    Bare your soul. Share questions that keep you up at night
    Seek insight, not just reports.
    Soon you’ll be getting (or giving) questions like:
    How can we improve the registration rate on our site?
    What are the most productive sources of traffic?
    What is the impact of our website on our call center?
    Which banner ad is most effective in driving conversions?
  • 5. Ask “So What?” Three Times
  • 5. Ask “So What?” Three Times
    “Ask every web metric you report the question "so what" three times. Each question provides an answer that in turn raises another question (a "so what" again). If at the third "so what" you don't get a recommendation for an action you should take, you have the wrong metric. Kill it.”
    By AvinashKaushik, www.kaushik.net, Kill Useless Web Metrics: Apply The "Three Layers Of So What" Test, Mar 8, 2010, Emphasis added.
  • 5. Ask “So What?” Three Times
    Example
    Analyst: “Our search engine referrals have increased 10%.”
    Business Owner: “So what?”
    Analyst: “The data shows the visitors who come to the site through search engines are twice as likely to register.”
    Business Owner: “So what?” What do we do?”
    Analyst: “I have identified dozens of keywords that we should target. Optimizing pages around these phrases could double our search referrals, and drastically increase registration rate and volume.”
    Business Owner: “That’s fantastic. Let's do it.”
  • 4. Use a Balanced Scorecard
  • 4. Use a Balanced Scorecard
    Any one metric can be manipulated
    Visitors: can be inflated thru aggressive marketing
    But bounce rate may suffer
    Page views: can be increased (or decreased) due to site design
    But return visitor numbers may suffer
    Conversion rate: can be increased by targeting niche audiences
    But overall conversions may decrease
    Time on site: can be increased by adding interesting content
    But that may distract from sites goals and reduce conversion
    Try getting multiple metrics to improve simultaneously
  • 3. Look at trends rather than level
    Give data context through…
    Trends
    Percentages
    Comparisons
  • 15,000 iPhones visit LDS.org each month (report from summer 2008)
    How confident are you in that exact number? Low.
    High degree of confidence in:
    The upward trend over time
    The % of iPhone visitors (~1% of LDS.org visitors)
    The distribution of iPhone usage across our websites
    More iPhones use Scriptures and Gospel Library than other websites
  • 2. Align Goals and Tactics
  • 2. Align Goals and Tactics
    Strategic
    Tactical
    The tactical metrics are indicators on how well a site is performing against high-level goals.
    Determine how user behavior on your website relates to your overall business goals
    Prioritize web projects based on their relevancy to business goals and ability to move key metrics.
  • KPIs
    Tactics/ Site Features
    Objectives
    Purpose
    Goals
    Visits, Downloads, Views, Time on Page, Bounce Rate, Search Rf
    Talk on Why Share
    Motivate and Inspire
    Inspire members to share the gospel online
    Why I Share – Stories
    Visits, Views, Time on Page, Bounce Rate
    Inform and provide examples
    Other A/V Videos:
    Bounce Rate, Search Referrals
    In Plain English: RSS, Social Bookmarking, etc.
    Views, Time on Page, Bounce Rate,
    Hasten the Work of the Lord though sharing the Gospel and Reputation Management
    Instruct How to Online
    Teach members how to share the gospel online
    Most Popular content and sections, site search terms, zero result searches, search conversion
    Site Search and Navigation
    Provide findable and sharable content
    Provide Optimized Image Galleries
    Visitors, Downloads, Search Ref, Key images Google Rank
    Distribute Optimized Content
    Code Grab Its, Widget and Badge Referrals, LP Google Rank
    Provide Badges and Widgets for Key Landing Pages
    Blog, Badges
    RSS subscribers, Comments, Badge Referrals
    Push out negative results in SERPs
    Optimize site itself
    Search referrals, Bounce, Visitor growth, Usage stats : % of visitors liking, # of times shared
    Share It, Fav-ing and Liking-type features
    Submit Pictures: “Temple” pictures, etc.
    User Generated Content
    # of submissions, # of good submissions
  • 1. Hold People Accountable
  • 1. Hold People Accountable
    #7 of Omniture’s Seven Common Mistakes in Web Analytics: No accountability for Web data
    “Accountability drives adoption and change.”
    From Seven Keys to Creating a Data-Driven Organization
    “When performance is measured, performance improves. When performance is measured and reported, the rate of improvement accelerates.”
    Thomas S. Monson
  • 10 Ways to Be Strategic with Web Analytics
    10. Keep Your Eye on the Prize
    9. Not everything that can be counted counts
    8. Be Compelling
    7. Data Beats Guesses
    6. Questions Before Data
    5. Ask “So What?” Three Times
    4. Use a Balanced Scorecard
    3. Look at trends rather than level
    2. Align Goals and Tactics
    1. Hold People Accountable
  • 10 Ways to Be Strategicwith Web Analytics
    February 2011
    www.NowMediaMarketing.com
    Copyright 2011 James R. Smith