4. Tools Stichting Marketing Digitale Marketing binnen handbereik!
The webanalytics tool
Basis of your measurement
Unlimited from high-end to free online solutions.
No IT decision!
Some names: Google Analytics, Nedstat, Omniture, Webtrends, …
Campaign management tools
The essential link between advertising and behaviour.
Manages the traffic to your website.
Some names: Atlas, DoubleClick, …
Testing and targeting tools
Onsite tools to test and optimse marketing messages, interfaces and funnels.
Most common “tactiques”:
Some names: Google Web Optimizer, Netmining, Omniture Test&Target, …
Behavioral analysis tools
Tracks what the visitor does on your website
Why is the shopping process breaking off?
What is the user looking for?
Some names: Clicktale, CrazyEgg, …
4. Testing, analysing, optimising, testing,… There is a great difference between knowing something and understanding: you can know a lot about something and not really understand it Charles F. Kettering
Reasons why to optimize
Break down preconceptions about what works
Segment your audience and communicate relevant
Optimize your online processes to increase conversion
Create a long term learning process
Increasing ROI on your advertising
Optimise your marketing campaigns!
Right message to right person at the right time and place!
Product : Product offer optimisation
Price : Promo offer optimisation
Place : Media “mix” optimisation
Promotion : Creation optimisation
Optimise your sales funnels!
Forms critical element within funnel
Use internal & external benchmarks
Evaluate each step, each element to reduce drop-out
Scoring 1% better in your flow
might mean 1000s extra contracts!
Path of online persuasion!
Form dilemma’s …
Reduce length vs gather complete info
1 page forms vs multiple page forms?
Pre-qualify or not?
KISS vs full animation?
Testing, testing, testing, …
Some best practices …
Simplicity is key
Attention to error handling
Ask relevant info
We simply start over again and again and again and …
5. The final checklist
Define objectives and goals Define data (clickstream, CRM information, customers’ voice, ...) Define tools (on all levels), the reports and analysis requirements Reporting, analysis, optimisation, reporting, analysis, optimisation, ...