Web AnalyticsPresentation offered by KEY27 visual internet marketing
AGENDA:• Recap• Why is it worth it to offer this service?• Determining KPI’s• Customize the Analytics Reports• Generate reports• Consulting on Reports: – What if …? (exercise)
Analytics in 7 steps1. Define site metrics2. Collect the data3. Analyze the data4. Translate the findings5. Decide on the changes you want to implement6. Make the changes7. Finally, Collect the data again
$• What services do you offer?• How much are you charging?
Web Analytics/Site Objectives:• Lead Generation Objective: Get visitors to submit their contact information so that the company’s sales force can contact them• Content Objective: Get the customer to return – Content sites revolve around the advertising business model• Support/Self Service Objective: Provide customers with the ability to find the answers they need regarding their products• E-Commerce Objective: Get customers to buy directly online.
Defining KPI’s / Reports• Lead Generation Website: Get visitors to submit their contact information so that the company’s sales force can contact them – Tips: • Calls to action on every appropriate page • Telephone number on the top of your site pages • Ease of navigation to the “contact us” page
Defining KPI’s / Reports• Lead Generation Website KPIS’s: – New Accounts Sign ups – % of New Visitors – % of Returning Visitors – Conversion rate – Contact Us form visits – Contact Us form Completion / Leads Generated – Ratio of Leads to Close (offline ratio) – Cost per Lead – % of Visits by Entry Page
Defining KPI’s / Reports• Informational / Content Website: – Page views / session – Unique visitors – % New Visitors – % of Returning Visitors – Conversions / Cancelations – Loyalty index – Stickiness / Length of visit – Active subscriber base – Visits – Customer satisfaction - ?
Defining KPI’s / Reports• Support/Self Service Objective: – Site Performance – How fast is the site? How long it takes to place an order? – User efficiency - "If you have to conduct three searches to get one answer, you’ve done something wrong!" – Average time spent on system - In the past … stickiness. Now …get on and off their sites as quickly and painlessly as possible
Defining KPI’s / Reports• E- Commerce Website: – Conversion rate – Product Pages Conversion Rates – Average order value – Net dollar per visitor – Great for comparing different advertising campaigns – Click stream (Conversion Path Analysis)- Analyze where customers enter the site and where they exit. – Customer drop-off rates – Cost per Visitor – Average order $ – Average order size – Items per order – Cost per Lead – % New Visitors – % of Returning Visitors – Loyalty / Stickiness – Store Locator page visit – Site Searches – Visitors / day
Sample GA DashboardLeftnavigationGeneral Info Customized Dashboard - Reports