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8 evaluation [day2 module4]
8 evaluation [day2 module4]
8 evaluation [day2 module4]
8 evaluation [day2 module4]
8 evaluation [day2 module4]
8 evaluation [day2 module4]
8 evaluation [day2 module4]
8 evaluation [day2 module4]
8 evaluation [day2 module4]
8 evaluation [day2 module4]
8 evaluation [day2 module4]
8 evaluation [day2 module4]
8 evaluation [day2 module4]
8 evaluation [day2 module4]
8 evaluation [day2 module4]
8 evaluation [day2 module4]
8 evaluation [day2 module4]
8 evaluation [day2 module4]
8 evaluation [day2 module4]
8 evaluation [day2 module4]
8 evaluation [day2 module4]
8 evaluation [day2 module4]
8 evaluation [day2 module4]
8 evaluation [day2 module4]
8 evaluation [day2 module4]
8 evaluation [day2 module4]
8 evaluation [day2 module4]
8 evaluation [day2 module4]
8 evaluation [day2 module4]
8 evaluation [day2 module4]
8 evaluation [day2 module4]
8 evaluation [day2 module4]
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8 evaluation [day2 module4]

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  • 1. Joost van der Kooij Planning an d evaluation
  • 2. <ul><li>The process / strategy… </li></ul><ul><li>Evaluation </li></ul><ul><li>Funnels </li></ul><ul><li>Action planning </li></ul><ul><li>Questions </li></ul>Programme Centre for the Promotion of Imports from developing countries | 2012
  • 3. engagement conversion persuasion Internet strategy ….
  • 4. engagement conversion persuasion EVALUATION?! Internet strategy ….
  • 5. Evaluation “ However beautiful the strategy, you should occasionally look at the results’’ Sir Winston Churchill (1874 – 1965) | |   1    2    3    4  |
  • 6. Evaluation <ul><li>1 Analyze visitors information  Google Analytics – www.google.com/analytics </li></ul><ul><li>In depth site statistics, for free </li></ul><ul><li>Integration with AdWords </li></ul><ul><li>Landing and exit pages </li></ul><ul><li>Geometrics </li></ul><ul><li>2 Optimize conversion rate </li></ul><ul><ul><li>- newsletter signups </li></ul></ul><ul><ul><li>- contact forms </li></ul></ul><ul><ul><li>- booking / reservations </li></ul></ul><ul><ul><li>downloads </li></ul></ul><ul><ul><li>… .. </li></ul></ul><ul><li> Your website as a funnel path </li></ul>| |   1    2    3    4  |
  • 7. &nbsp;
  • 8. &nbsp;
  • 9. &nbsp;
  • 10. &nbsp;
  • 11. &nbsp;
  • 12. Your analysis?
  • 13. Top landing pages
  • 14. Top exit pages
  • 15. Funnels <ul><li>Measuring conversion ratio </li></ul><ul><li>Learn from your visitors </li></ul><ul><li>Continous improvement </li></ul><ul><li>Act! </li></ul><ul><li>Example Bolivia ( sign up of newsletter ) </li></ul><ul><li>Check: </li></ul><ul><li>http://www.youtube.com/watch?v=IibCs23EuiE&amp;feature=relmfu </li></ul>| |   1    2    3    4  |
  • 16. &nbsp;
  • 17. Step 1
  • 18. Step 2
  • 19. Step 3
  • 20. Graçias por su suscripcion! [ inicio ] Goal!
  • 21. 342 801
  • 22. Step 1 Step 2 Step 3 Goal!
  • 23. &nbsp;
  • 24. &nbsp;
  • 25. Attention: funnel destination is already mentioned as Goal URL
  • 26. Evaluation <ul><li>3 Page ranking </li></ul><ul><li>Obtain quality links to your site </li></ul><ul><li>Google toolbar or </li></ul><ul><li>www.checkpagerank.net </li></ul><ul><li>4 Qualitative </li></ul><ul><li>Focus group </li></ul><ul><li>Clients </li></ul><ul><li>Client satisfaction forms </li></ul><ul><li>Just ask… </li></ul>| |   1    2    3    4  |
  • 27. Evaluation <ul><li>5 Website optimizer </li></ul><ul><li>www.google.com/websiteoptimizer </li></ul><ul><li>- Decrease visitor bounce rates </li></ul><ul><li>- Increase visitor satisfaction </li></ul><ul><li>- Eliminate guesswork from site design </li></ul><ul><li>6 Google Alerts - ( www.google.com/alerts ) </li></ul><ul><li> monitoring what is said about you </li></ul>| |   1    2    3    4  |
  • 28. Action <ul><li>How in the WWW will they find you? </li></ul><ul><li>@ctions </li></ul><ul><li>Monitor CBI website for new ebusiness platform (planned 2012) </li></ul><ul><li>Set up website promotion team (management, IT) </li></ul><ul><li>Make website promotion action plan (use assignment book) </li></ul><ul><li>For ECP participants: CBI consultancy sessions </li></ul><ul><li>Highly recommended: www.atdw.com.au </li></ul><ul><li>Join LinkedIn group: CBI website promotion platform </li></ul><ul><li>Result of @actions </li></ul>
  • 29. ECP Participants – Coaching session <ul><li>TO DO </li></ul><ul><li>Fine tune action list in Assignment booklet </li></ul><ul><li>Check CBI website assessment report and </li></ul><ul><li>- Include all your action items in Annex 1. </li></ul><ul><li>- List pending issues and other planned actions as well. </li></ul><ul><li>Invite all relevant people to join this coaching session </li></ul><ul><li>FYI: 3 – 4 more skype sessions: distance coaching </li></ul>
  • 30. &nbsp;
  • 31. &nbsp;
  • 32. Questions

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