Winning Strategies With Web Analytics - NVI

INTERACTIVE STRATEGY - 55 MONT-ROYAL W., SUITE 999, MONTREAL (QC) H2T 2S6 T 514.524.7149 WWW.NVISOLUTIONS.COM WINNING STRATEGIES WITH WEB ANALYTICS AUGUSTIN VAZQUEZ-LEVI - NVI APRIL 29, 2009

PROFESSIONAL BACKGROUND NVI 2007-PRESENT CANALYTICS / ACQUISIO 2007 EFUNDRAISING 2006 CARBON 60 DESIGN / TCHIRTS 2003-2005 EBAY POWER SELLER 2001-2002 EMAIL SPAM (Hey, it was legal back then!) INTERACTIVE STRATEGY – NVISOLUTIONS.COM

AGENDA WHY IS ANALYTICS SO HARD FOR COMPANIES TO UNDERSTAND? WHAT ANALYTICS TOOLS ARE AVAILABLE? WHO SHOULD BE IN CHARGE? COMPANY KPIs VS WEB KPIs ENGAGEMENT METRICS REPORTS: ACTIONABLE INSIGHTS HOW TO IMPROVE BAD REPORTS CONCLUSION INTERACTIVE STRATEGY – NVISOLUTIONS.COM

FACT MOST COMPANIES STILL STRUGGLE TRYING TO ADAPT TO SEARCH, SOCIAL MEDIA AND DISPLAY ADVERTISING. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM

Most of them do not know why their Web Marketing campaigns fail; They don’t know which data matters and how to collect it. FACT MOST COMPANIES STILL STRUGGLE TRYING TO ADAPT TO SEARCH, SOCIAL MEDIA AND DISPLAY ADVERTISING. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM

WHICH WEB ANALYTICS TOOL DO YOU USE? INTERACTIVE STRATEGY – NVISOLUTIONS.COM

HOW COMPLEX IS YOUR ANALYTICS TOOL? INTERACTIVE STRATEGY – NVISOLUTIONS.COM

INTERACTIVE STRATEGY – NVISOLUTIONS.COM DO YOU REALLY NEED TO TRACK THIS? 1. A VISITOR CAME FROM TEXAS. 2. HE WAS REFERRED FROM YAHOO PAID SEARCH WHERE KEYWORD WAS GREATER THAN $1.50 3. IT WAS THE 3 RD VISIT ON THE SITE 4. THE VISITOR COMPLETED CONVERSION 1 AND 2, BUT NOT 3 AND 4 5. ADDITIONALLY, WAS THE USER WAS A GOLD, SILVER OR BRONZE MEMBER?

INTERACTIVE STRATEGY – NVISOLUTIONS.COM DO YOU REALLY NEED TO TRACK THIS? 1. A VISITOR CAME FROM TEXAS. 2. HE WAS REFERRED FROM YAHOO PAID SEARCH WHERE KEYWORD WAS GREATER THAN $1.50 3. IT WAS THE 3 RD VISIT ON THE SITE 4. THE VISITOR COMPLETED CONVERSION 1 AND 2, BUT NOT 3 AND 4 5. ADITIONALLY, WAS THE USER WAS A GOLD, SILVER OR BRONZE MEMBER? 99.99% OF WEBSITES OUT THERE DON’T

COMPLEX CUSTOM INSTALLATIONS OFTEN HOLD YOUR COMPANY BACK… INTERACTIVE STRATEGY – NVISOLUTIONS.COM

MARKETING or IT ANALYST? INTERACTIVE STRATEGY – NVISOLUTIONS.COM

BUSINESS KPIs or WEB KPIs? Key Performance Indicators (KPI) are financial and non-financial measures or metrics used to help an organization define and evaluate how successful it is, typically in terms of making progress towards its long-term organizational goals. INTERACTIVE STRATEGY – NVISOLUTIONS.COM

DIFFERENT BUSINESS = DIFFERENT KPIs > INFORMATIONAL SITES = CONTENT CONSUMPTION > ADVERTISING SITES = TRAFFIC AND ADDITIONAL PUBLISHER INVENTORY > SUBSCRIPTION SITES = CONVERTING FREE OR PAYING MEMBERS. > LEAD GENERATION SITES = FORM FILL-OUTS OR OFFLINE PHONE CALLS > ECOMMERCE SITES = TRANSACTIONS INTERACTIVE STRATEGY – NVISOLUTIONS.COM

WHAT SHOULD YOU BE MEASURING?
ECOMMERCE METRICS
> TRANSACTIONS > CHECKOUT FUNNELS
ENGAGEMENT METRICS
> AVG PAGE VIEWS
> TIME ON SITE
> BOUNCE RATE > REPEAT VISITS
INTERACTIVE STRATEGY – NVISOLUTIONS.COM

SIMPLE DASHBOARD: IS THIS IT? WE STILL DON’T HAVE ANY ACTIONABLE INSIGHTS. WE NEED TO SEGMENT. INTERACTIVE STRATEGY – NVISOLUTIONS.COM

SEARCH ENGINES SEGMENTED BY ENGAGEMENT METRICS INTERACTIVE STRATEGY – NVISOLUTIONS.COM

INTERACTIVE STRATEGY – NVISOLUTIONS.COM SEARCH ENGINES SEGMENTED BY ENGAGEMENT METRICS

SEARCH ENGINES SEGMENTED BY ENGAGEMENT METRICS INTERACTIVE STRATEGY – NVISOLUTIONS.COM

HOW DO THESE SEGMENTS PERFORM IN SALES? INTERACTIVE STRATEGY – NVISOLUTIONS.COM

INTERACTIVE STRATEGY – NVISOLUTIONS.COM HOW MANY PURCHASES OCCURED AFTER 1 VISIT? (UNSEGMENTED DATA)

WHICH SOURCE IS MORE LIKELY TO CONVERT ON THE FIRST VISIT? (SEGMENTED DATA): REFFERAL TRAFFIC INTERACTIVE STRATEGY – NVISOLUTIONS.COM

EXCEL TO THE RESCUE INTERACTIVE STRATEGY – NVISOLUTIONS.COM

LET’S TEST SOME KEYWORD CONVERSIONS INTERACTIVE STRATEGY – NVISOLUTIONS.COM

INTERACTIVE STRATEGY – NVISOLUTIONS.COM REMOVE BRANDED TERMS

INTERACTIVE STRATEGY – NVISOLUTIONS.COM SORTED BY CONVERSION RATE… WE GET MORE NOISE THAN DATA.

KEYWORD GEMS!! > EXPORT TO CSV > ADVANCE FILTER IN EXCEL > 25 VISITS OR MORE > 2 OR MORE TRANSACTIONS Shouldn’t you be investing in these keywords? What are your rankings for them? Did you discover a new keyword you didn’t know about? INTERACTIVE STRATEGY – NVISOLUTIONS.COM

INTERACTIVE STRATEGY – NVISOLUTIONS.COM BOUNCES SEGMENTATION > IN TRADITIONAL DIRECT MARKETING, 50% OF YOUR INVESTMENT GOES TO WASTE. IT’S KNOWING WHICH HALF THAT IS THE MOST DIFFICULT > BOUNCES ARE DEFINED BY A VISITOR SEEING 1 PAGE ON YOUR SITE AND LEAVING WITHOUT SEEING ANYTHING ELSE > WITH WEB ANALYTICS, WE CAN KNOW EXACTLY WHAT THEY SAW > THIS HIGHLY UNQUALIFIED TRAFFIC COULD GIVE YOU VALUABLE INFORMATION

CUSTOM BOUNCE SEGMENT INTERACTIVE STRATEGY – NVISOLUTIONS.COM

CUSTOM SEGMENTATION INTERACTIVE STRATEGY – NVISOLUTIONS.COM

Not bad, 54% of users create approx 52 million pageviews! VENI, VIDI, VOMIT… WHICH CONTENT DRIVES PEOPLE AWAY? INTERACTIVE STRATEGY – NVISOLUTIONS.COM

SOME BOUNCE RATE GEMS. INTERACTIVE STRATEGY – NVISOLUTIONS.COM

WHERE IS THE TRAFFIC COMING FROM ON THIS PAGE? INTERACTIVE STRATEGY – NVISOLUTIONS.COM

CHECKOUT FUNNEL INTERACTIVE STRATEGY – NVISOLUTIONS.COM

ACTIONABLE INSIGHTS > Leverage Search & Display Advertising investments through segmentation. > Repeat visits: Convincing visitors to act on first visit. What worked and what didn’t. > Specific Keywords to Target for Paid, Organic and Content writing. > Bounce Rate: What pages and/or content was successful? What kind of content did your visitors seem to like/dislike? > Is there a problem in any particular step of your checkout process? INTERACTIVE STRATEGY – NVISOLUTIONS.COM

EXAMPLES OF BAD REPORTS I HAVE SEEN: INTERACTIVE STRATEGY – NVISOLUTIONS.COM

MUCH BETTER (COMPARISON): INTERACTIVE STRATEGY – NVISOLUTIONS.COM

BETTER (CHOOSE METRIC) INTERACTIVE STRATEGY – NVISOLUTIONS.COM

BETTER (SEGMENTED): INTERACTIVE STRATEGY – NVISOLUTIONS.COM

ITS NOT THE SIZE OF YOUR TOOL, BUT THE « EXPERTISE » OF THE ANALYST USING IT. INTERACTIVE STRATEGY – NVISOLUTIONS.COM

TOP 5 TIPS TO REMEMBER: 1. DON’T USE OVERLY COMPLEX TOOLS UNLESS YOU HAVE THE NEED AND THE MANPOWER 2. MAKE SURE YOU HAVE THE RIGHT PEOPLE FOR THE JOB 3. IDENTIFY BUSINESS KPIs AND WEB KPIs. HOW DO THEY COMPLEMENT EACH OTHER 4. USE ENGAGEMENT METRICS. 5. SEGMENT, SEGMENT, SEGMENT. INTERACTIVE STRATEGY – NVISOLUTIONS.COM

CONTACT US IF YOUR ANALYTICS = FAIL INTERACTIVE STRATEGY – NVISOLUTIONS.COM EMAIL [email_address] BLOG nvisolutions.com/blog FOLLOW ME OR NVI ON TWITTER twitter.com/oggy twitter.com/nvi

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Winning Strategies With Web Analytics - NVI

by NVI on Apr 29, 2009

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