Making Sense of Web Analytics

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  • 1. Making Sense of Web Analytics Ammneh AzeimTuesday, November 27, 2012
  • 2. Tuesday, November 27, 2012
  • 3. “We are getting more calls about __________”Tuesday, November 27, 2012
  • 4. “We need a new tab for ___________”Tuesday, November 27, 2012
  • 5. “We’d like to post a PDF for ___________”Tuesday, November 27, 2012
  • 6. “We like to add more content to the page for___________”Tuesday, November 27, 2012
  • 7. The problem is... • Activities are not equal to outcomes • Disconnect between site’s updates and user’s experienceTuesday, November 27, 2012
  • 8. A product/service: • Application • Website • Business Process • In-person service • Multi-channel serviceTuesday, November 27, 2012
  • 9. Experience is the cumulative effect of all the decisions that go into making a product or serviceTuesday, November 27, 2012
  • 10. Tuesday, November 27, 2012
  • 11. “What gets measured gets done, what gets measured and fed back gets done well, what gets rewarded gets repeated.” — John E. JonesTuesday, November 27, 2012
  • 12. How can you understand your customers’ pain points using analytics?Tuesday, November 27, 2012
  • 13. How can you provide value to the business?Tuesday, November 27, 2012
  • 14. How can you inform the changes you make to your site, so thatyour actions are outcome-focussed?Tuesday, November 27, 2012
  • 15. Exercise • Facts in the hat • Everyone has the same set of fact notes (what do they mean to you). Draw your thoughts and share with the person on your right. • Read the question card on the table and look at the facts again. Draw it and share it again with the person on your right. • What differences do you see?Tuesday, November 27, 2012
  • 16. Building a Measurement Program Step 1 Understand the questions you want to answer and objectives you want to meet!Tuesday, November 27, 2012
  • 17. Building a Understand the questions you want to answer and objectives you Measurement want to meet Program Step 1 • “We need a tab for _______” • How would you reframe that assumption? • Why do we need a tab? • “We need to increase awareness for _______”Tuesday, November 27, 2012
  • 18. Building a Understand the questions you want to answer and objectives you Measurement want to meet Program What questions do we want to Step 1 answer? • Should we be producing more content and if so, what type of content? • What sales and marketing opportunities currently exist? • Where should we be focussing our marketing efforts? • Are customers satisfied? • What design lessons are we learning based on our customer’s behaviour on our website? • What is the ROI for having a website?Tuesday, November 27, 2012
  • 19. Building a Understand the questions you want to answer and objectives you Measurement want to meet Program Step 1 Without objectives and questions you won’t know what to look forTuesday, November 27, 2012
  • 20. Building a Understand the questions you want to answer and objectives you Measurement want to meet Program Step 1 Now that you have an objective, what’s next?Tuesday, November 27, 2012
  • 21. Building a Measurement Program Step 2 Become a DetectiveTuesday, November 27, 2012
  • 22. Building a Become a Detective Measurement Program What would Sherlock Holmes do? Step 2Tuesday, November 27, 2012
  • 23. Tuesday, November 27, 2012
  • 24. Building a Become a Detective Measurement Program Step 2Tuesday, November 27, 2012
  • 25. Building a Become a Detective Measurement Program “We need to increase awareness about Step 2 content X” Current state questions: • How much awareness of this content currently exists? • Who looks for this information? • How do people get this information from our site? • Do people use this information or do they leave?Tuesday, November 27, 2012
  • 26. Building a Become a Detective Measurement Program Step 2 How much awareness exists for content X?Tuesday, November 27, 2012
  • 27. Building a Become a Detective Measurement Program A common way for users to look up information Step 2Tuesday, November 27, 2012
  • 28. Building a Become a Detective Measurement Program How much awareness of the Step 2 content currently exist? Visits Page Depth Visit Duration % New Visits Bounce RateTuesday, November 27, 2012
  • 29. Building a Become a Detective Measurement Program Step 2 We are big shots and... People know usTuesday, November 27, 2012
  • 30. Building a Become a Detective Measurement Program Step 2 Brand Engagement? People who look for the name of the organization via search engine or come to the site directlyTuesday, November 27, 2012
  • 31. Building a Become a Detective Measurement Program Step 2 EPCOR’s Brand Engagement Brand engagement in different geographical locationsTuesday, November 27, 2012
  • 32. Building a Become a Detective Measurement Program Step 2 Now that people have arrived at the site...Tuesday, November 27, 2012
  • 33. Building a Become a Detective Measurement Program How engaged are users with Page X? Step 2 • Page X as landing page? Visits? • Total page-views for the page • Pages visited before Page X • Bounce Rate • Time on PageTuesday, November 27, 2012
  • 34. Building a Become a Detective Measurement Program Results of Investigation Step 2 7 out of 10 people come to the site via Google but they all land on home page instead of the specific ‘services’ page. After looking at the home page they leave right away.Tuesday, November 27, 2012
  • 35. Building a Become a Detective Measurement Program Hypotheses Step 2 • Content is not optimized for search, therefore, users are landing on home page instead of the desired page • The current navigation is not helping directing users to the right content.Tuesday, November 27, 2012
  • 36. Building a Become a Detective Measurement Program Results of Investigation Step 2 7 out of 10 people come to the site via Google searching for Services. They land on the Services main page and without looking at further information related to Services they leave the site. Majority of the visitors do visit the ‘Contact Us’ page after visiting the Services page.Tuesday, November 27, 2012
  • 37. Building a Become a Detective Measurement Program Hypotheses Step 2 • The content on the Services page is not meeting users’ needs. • Visits to Contact Us page means they might be calling the call centre.Tuesday, November 27, 2012
  • 38. Building a Measurement Program Step 3 Don’t limit yourself to just online metricsTuesday, November 27, 2012
  • 39. Building a Don’t limit yourself to just online metrics Measurement Program Verify hypothesis #2 Step 3 • Get data from customer support regarding calls they may get • Add an exit survey • Usability test the siteTuesday, November 27, 2012
  • 40. Tuesday, November 27, 2012
  • 41. Building a Measurement Program Step 4 Document your measurement questions and objectivesTuesday, November 27, 2012
  • 42. Building a Document Your Measurement Questions and Objectives Measurement Program Example for documenting your metrics User’s Approach Awareness Like-ability Step 4 Consideration Adoption to the Website Website Goals Get Attention Connect Inspire +Inform Retain Lorem Ipsum Lorem Lorem Ipsum Lorem Lorem Ipsum Lorem Lorem Ipsum Lorem Measurement Ipsum Lorem Ipsum Ipsum Lorem Ipsum Ipsum Lorem Ipsum Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Questions Lorem Ipsum Lorem Lorem Ipsum Lorem Lorem Ipsum Lorem Lorem Ipsum Lorem Measurements Ipsum Ipsum Ipsum Ipsum Actions Number  of  visitors  who   Pageviews  for  each  of     Job search category Number  of    visits  who  click   land  on  Career  pages  via   pages.  Pageviews  for  job   usage. the  job  @tle  VS  total   Metrics Google  VS  number  of   pages  vs  people  who  click     registered  applicants  vs  #   visitors  from  campaign  urls   on  the  job  links of  visitors  clicking  on  email for  twi;er  facebook  etc The  path  people  took  to   4Q  sa@sfac@on  survey  on   Visitors  coming  from  other   get  to  the  careers  sec@on.   the  job  search  page.   job  sites  (referrals)   Career  page  naviga@on   summary. Number  of  people  who   clicked  on  the  email  link  Job  search  page  naviga@on   summary.Tuesday, November 27, 2012
  • 43. Building a Document Your Measurement Questions and Objectives Measurement Program Step 4 As you build a measurement program, you might have some challenges...Tuesday, November 27, 2012
  • 44. Building a Document Your Measurement Questions and Objectives Measurement Program Challenges Step 4 “We don’t have enough resources to spend time on analytics”Tuesday, November 27, 2012
  • 45. Building a Document Your Measurement Questions and Objectives Measurement Program Challenges Step 4 “There are too many objectives and questions to address”Tuesday, November 27, 2012
  • 46. Building a Document Your Measurement Questions and Objectives Measurement Program Challenges Step 4 “We can’t prioritize objectives as too many stakeholders are in the mix”Tuesday, November 27, 2012
  • 47. Building a Document Your Measurement Questions and Objectives Measurement Program Challenges Step 4 “We don’t know the tool very well”Tuesday, November 27, 2012
  • 48. Building a Measurement Program Step 5 Start small. One Business Question at a Time.Tuesday, November 27, 2012
  • 49. Building a Start Small. One Business Question at a Time. Measurement Program Step 5 One business question and one action at a timeTuesday, November 27, 2012
  • 50. Building a Start Small. One Business Question at a Time. Measurement Program Step 5 What’s your first business question? One that you can start on tomorrow!Tuesday, November 27, 2012
  • 51. Tuesday, November 27, 2012
  • 52. Tuesday, November 27, 2012
  • 53. “Action is the foundational key to all success.” — Pablo PicassoTuesday, November 27, 2012
  • 54. Go make sense of analyticsTuesday, November 27, 2012
  • 55. Thank You!Tuesday, November 27, 2012
  • 56. Ammneh Azeim ammneh.azeim@nform.com twitter: @ammnehTuesday, November 27, 2012