Ei Presentation on analytics

Web Analytics

Information super highstreet…

Geography 101

Which begs the question… Should they spend money on localising their website?

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

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

Where it should fit (in our view)

The real world?

Good analytics = take action
2006 Forrester Research: Biggest challenge with analytics?
53% say Acting on Findings

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

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%

Art and sole of design Exhibit A Exhibit B Source: Jared Spool, User Interface Engineering “What Users Want”, uie.com

Measuring the search experience

Measuring the search experience Now let’s test our search engine based on the data (then buy a better one)

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%

Where do we start?

Goal 1: sell car insurance online

A speed bump for our customers

What was our goal again? WTF?

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/

Removing obstacles

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

Implementing analytics

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

Goals
Multiple KPIs
What’s important to them?
How would they define a successful visit?
Stickiness, good or bad?

Data-democracy: metrics that matter
Access to data they want & need
Digestible data
Regular data, so they can see the value of their decisions

Access

Digestible data: visualisation

Regular updates

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Ei Presentation on analytics

by Lar Veale

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Ei Presentation on analytics Presentation Transcript