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Ei Presentation on analytics

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30-40 minute intro to analytics

30-40 minute intro to analytics

Published in: Technology, News & Politics

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  • Transcript

    • 1. Web Analytics
    • 2.  
    • 3. Information super highstreet…
    • 4. Geography 101
    • 5. Which begs the question… Should they spend money on localising their website?
    • 6. These guys did… “ While we're on the subject of international adventures, it should be noted that Twitter has officially launched in Japan. We noticed a significant percent of Twitter usage consistently originating from Japan despite the fact that our service is in English . This highlighted an opportunity for us to make Twitter better so we worked with our partner in Japan, Digital Garage to launch a Japanese version of Twitter”. Biz Stone
    • 7. Web analytics is…
      • Four Goals
        • Better understand your users
        • Make web design decisions based on data , not hunches (or pressure)
        • Improve your website (remove barriers)
        • Improve conversions and sales
    • 8. Where it should fit (in our view)
    • 9. The real world?
    • 10. Good analytics = take action
      • 2006 Forrester Research: Biggest challenge with analytics?
      • 53% say Acting on Findings
    • 11. The conversion story… 1. Analytics setup 2. Analytics review 3. Client makes web site changes Without GA Analytics will tell you the where and the what , not the why
    • 12. Measuring content
      • 7 Days Free or continue at $24.95 for eight weeks at a saving of 50%
      • OR
      • 7 Days Risk Free then continue at just $24.95 for 8 weeks (50% savings)
      12%
    • 13. Art and sole of design Exhibit A Exhibit B Source: Jared Spool, User Interface Engineering “What Users Want”, uie.com
    • 14. Measuring the search experience
    • 15. Measuring the search experience
    • 16. Measuring the search experience
    • 17. Measuring the search experience Now let’s test our search engine based on the data (then buy a better one)
    • 18. Where’s the pain?
      • Exit Reasons:
      • Overlong payment form
      • Poor layout
      Exit Reasons: P oor search experience Browsers Buyers Exits = 95.4% Exits = 59.6%
    • 19. Where do we start?
    • 20. Goal 1: sell car insurance online
    • 21. A speed bump for our customers
    • 22. What was our goal again? WTF?
    • 23. Removing obstacles Last Monday at 5:13 PM we removed CAPTCHA from Sampa. The result: 9.2% improvement on our conversion rate! Marcelo Calbucci http://marcelo.sampa.com/
    • 24. Removing obstacles
    • 25. Why web analytics?
      • Back to our four goals :
        • Better understand our users
        • Make web design decisions based on data, not hunches (or pressure)
        • Improve our website (remove barriers)
        • Improve conversions and sales
    • 26. Implementing analytics
    • 27. The challenge of web analytics
        • Identify the metrics that matter
        • Ignore the ones that don't
        • Use metrics that are actionable – that lead to making a change
    • 28. Goals
      • Multiple KPIs
      • What’s important to them?
      • How would they define a successful visit?
      • Stickiness, good or bad?
    • 29. Data-democracy: metrics that matter
      • Access to data they want & need
      • Digestible data
      • Regular data, so they can see the value of their decisions
    • 30. Access
    • 31. Digestible data: visualisation
    • 32. Regular updates
    • 33.