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Webanalytics KPI sessie Lectric
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Workshop webanalytics en bepalen van kritische prestatie indicatoren voor websites door Stefan Wobben van Concept7

Workshop webanalytics en bepalen van kritische prestatie indicatoren voor websites door Stefan Wobben van Concept7

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Webanalytics KPI sessie Lectric Webanalytics KPI sessie Lectric Presentation Transcript

  • web analytics Leergang Usability Dag 3 Stefan Wobben stefan@concept7.nl
  • web analytics is het meten, verzamelen, analyseren en rapporteren van internetdata met als doel het begrijpen en optimaliseren van het gebruik van websites
  • hoofdstuk 1 waarom een website?
  • snel anders mis je de trein
  • verstrekken verlenen van informatie van service
  • verkrijgen van leads en prospects
  • verkopen van producten en diensten
  • verbinden van mensen
  • it’s all about the benjamins baby
  • benjamins = omzet - kosten
  • 3=8-5
  • omzet 3=9-5
  • winst 4=9-5
  • kosten 4=9-4
  • winst 5=9-4
  • brainstorm omzet kosten
  • hoofdstuk 2 business case usability
  • omzet usability is goed voor het klantvertrouwen
  • omzet usability zorgt dat bezoekers hun doel bereiken
  • omzet usability zorgt voor een hogere klant tevredenheid
  • omzet usability stimuleert mond-tot-mond reclame
  • omzet usability resulteert in positieve recensies
  • kosten besparing van ontwikkelkosten
  • kosten tijdsbesparing tijdens de ontwikkeling
  • kosten verminderen van callcentre kosten
  • kosten reduceren van onderhoudskosten
  • hoofdstuk 3 goal setting
  • doelen verbinden visie, missie, strategie organisatiedoelen website doelen
  • omschrijf de doelstellingen van je website Specifiek Meetbaar Acceptabel Realistisch Tijdsgebonden
  • binnen 6 maanden zijn het aantal offerte aanvragen via onze website met minimaal 40% gestegen
  • hoofdstuk 4 wie heeft website doelen
  • verschillende informatie behoeften directie afdelingsniveau team niveau medewerker niveau
  • maak een mindmap van de website organisatie
  • hoofdstuk 5 wat meten we?
  • wat we wat we kunnen meetplan willen
  • de bouwstenen
  • Page Page Views Visits Unique Visitor Repeat Visitor & Returning New Visitor Repeat Visitor Entry Page Visitor Landing Page Exit Page Visit Duration Referrer Internal Referrer External Referrer Search Referrer Visit Referrer Original Referrer Click-through Rate/Ratio Page Views per Visit Page Exit Ratio Single Page View Visits Single-Page Visits Bounce Rate Event (Bounces) Conversion
  • nieuwe versus terugkerende bezoeken (geografisch) talen bezoeken (dagelijks, per uur) bezoekers unieke bezoekers paginaweergaves gemiddelde paginaweergaves tijd op site weigeringspercentage bezoekersloyaliteit geschiedenis bezoekduur bezoekdiepte browsers besturingssystemen browser en besturingssystemen schermkleuren schermresoluties flash versies java ondersteuning netwerklocatie hostnamen verbindingssnelheden direct verkeer verwijzende sites zoekmachines zoekwoorden adwords campagnes zoekwoordposities campagnes advertentievarianten belangrijkste inhoud inhoud op titel bestemmingspagina’s uitstappagina’s interne zoekfunctie gebruik interne zoekfunctie interne zoekfunctie interne zoekfunctie bezoeken met zoekopdracht zoekwoorden startpagina’s bestemmingspagina’s conversie
  • definities
  • visit A visit is an interaction, by an individual, with a website consisting of one or more requests for an analyst-definable unit of content (i.e. “page view”). If an individual has not taken another action (typically additional page views) on the site within a specified time period, the visit session will terminate.
  • page views The number of times a page (an analyst-definable unit of content) was viewed.
  • death of the pageview
  • visit duration The length of time in a session. Calculation is typically the timestamp of the last activity in the session minus the timestamp of the first activity of the session.
  • unique visitors The number of inferred individual people (filtered for spiders and robots), within a designated reporting timeframe, with activity consisting of one or more visits to a site. Each individual is counted only once in the unique visitor measure for the reporting period.
  • 1 of 31 unieke bezoekers?
  • bounce rate Single page view visits divided by entry pages.
  • hoe zit het met de stickyness van jullie pagina’s?
  • conversion A visitor completing a target action.
  • so what?
  • 43 Key Perfomance Indicators
  • Average Page View per Average Time to Respond to Average Visits per Visitor Average Cost Per Visitor Visit Email Inquiries Average Cost Per Visit Average Cost per Conversion Average Revenue per Visitor Average Revenue per Visit Average Clicks per Impression Average Items per Cart Average Visits Prior to Average Order Value by Campaign Type (Click- Completed Conversions Through Rate) Average Searches per Percent New and Returning Percent New and Returning Percentage Visitors in a Specific Visit Visitors Customers Segment Percentage of High, Percentage of High, Medium Medium and Low Time Percentage of High, Medium Percentage of High, Medium and Low Click Depth Visits Spent Visits (Interest and Low Frequency Visitors and Low Recency Visitors (Interest Categories) Categories) Percent Revenue from Percent Orders from New Percent High and Low New and Returning and Returning Visitors and Satisfaction Visitors and Percent Visitors Using Search Visitors and Customers Customers Customers Percent Zero Result Percent Zero Yield Searches Order Conversion Rate Buyer Conversion Rate Searches New and Returning New and Returning Buyer Ratio of New to Returning Order Conversion Rate per Visitor Conversion Rate Conversion Rate Visitors Campaign Cart Start Rate Cart Completion Rate Checkout Start Rate Checkout Completion Rate Ratio of Checkout Starts Information Find Conversion Search to Purchase Conversion Landing Page “Stickiness” to Cart Starts Rate Rate Search Results to Site Download Completion Rate Form Completion Rate Exits Ratio
  • information overload
  • toon alleen relevante dingen
  • Average Page View per Average Time to Respond to Average Visits per Visitor Average Cost Per Visitor Visit Email Inquiries Average Cost Per Visit Average Cost per Conversion Average Revenue per Visitor Average Revenue per Visit Average Clicks per Impression Average Items per Cart Average Visits Prior to Average Order Value by Campaign Type (Click- Completed Conversions Through Rate) Average Searches per Percent New and Returning Percent New and Returning Percentage Visitors in a Specific Visit Visitors Customers Segment Percentage of High, Percentage of High, Medium Medium and Low Time Percentage of High, Medium Percentage of High, Medium and Low Click Depth Visits Spent Visits (Interest and Low Frequency Visitors and Low Recency Visitors (Interest Categories) Categories) Percent Revenue from Percent Orders from New Percent High and Low New and Returning and Returning Visitors and Satisfaction Visitors and Percent Visitors Using Search Visitors and Customers Customers Customers Percent Zero Result Percent Zero Yield Searches Order Conversion Rate Buyer Conversion Rate Searches New and Returning New and Returning Buyer Ratio of New to Returning Order Conversion Rate per Visitor Conversion Rate Conversion Rate Visitors Campaign Cart Start Rate Cart Completion Rate Checkout Start Rate Checkout Completion Rate Ratio of Checkout Starts Information Find Conversion Search to Purchase Conversion Landing Page “Stickiness” to Cart Starts Rate Rate Search Results to Site Download Completion Rate Form Completion Rate Exits Ratio
  • Average Page View per Average Time to Respond to Average Visits per Visitor Average Cost Per Visitor Visit Email Inquiries Average Cost Per Visit Average Cost per Conversion Average Revenue per Visitor Average Revenue per Visit Average Clicks per Impression Average Items per Cart Average Visits Prior to Average Order Value by Campaign Type (Click- Completed Conversions Through Rate) Average Searches per Percent New and Returning Percent New and Returning Percentage Visitors in a Specific Visit Visitors Customers Segment Percentage of High, Percentage of High, Medium Medium and Low Time Percentage of High, Medium Percentage of High, Medium and Low Click Depth Visits Spent Visits (Interest and Low Frequency Visitors and Low Recency Visitors (Interest Categories) Categories) Percent Revenue from Percent Orders from New Percent High and Low New and Returning and Returning Visitors and Satisfaction Visitors and Percent Visitors Using Search Visitors and Customers Customers Customers Percent Zero Result Percent Zero Yield Searches Order Conversion Rate Buyer Conversion Rate Searches New and Returning New and Returning Buyer Ratio of New to Returning Order Conversion Rate per Visitor Conversion Rate Conversion Rate Visitors Campaign Cart Start Rate Cart Completion Rate Checkout Start Rate Checkout Completion Rate Ratio of Checkout Starts Information Find Conversion Search to Purchase Conversion Landing Page “Stickiness” to Cart Starts Rate Rate Search Results to Site Download Completion Rate Form Completion Rate Exits Ratio
  • Average Page View per Average Time to Respond to Average Visits per Visitor Average Cost Per Visitor Visit Email Inquiries Average Cost Per Visit Average Cost per Conversion Average Revenue per Visitor Average Revenue per Visit Average Clicks per Impression Average Items per Cart Average Visits Prior to Average Order Value by Campaign Type (Click- Completed Conversions Through Rate) Average Searches per Percent New and Returning Percent New and Returning Percentage Visitors in a Specific Visit Visitors Customers Segment Percentage of High, Percentage of High, Medium Medium and Low Time Percentage of High, Medium Percentage of High, Medium and Low Click Depth Visits Spent Visits (Interest and Low Frequency Visitors and Low Recency Visitors (Interest Categories) Categories) Percent Revenue from Percent Orders from New Percent High and Low New and Returning and Returning Visitors and Satisfaction Visitors and Percent Visitors Using Search Visitors and Customers Customers Customers Percent Zero Result Percent Zero Yield Searches Order Conversion Rate Buyer Conversion Rate Searches New and Returning New and Returning Buyer Ratio of New to Returning Order Conversion Rate per Visitor Conversion Rate Conversion Rate Visitors Campaign Cart Start Rate Cart Completion Rate Checkout Start Rate Checkout Completion Rate Ratio of Checkout Starts Information Find Conversion Search to Purchase Conversion Landing Page “Stickiness” to Cart Starts Rate Rate Search Results to Site Download Completion Rate Form Completion Rate Exits Ratio
  • Average Page View per Average Time to Respond to Average Visits per Visitor Average Cost Per Visitor Visit Email Inquiries Average Cost Per Visit Average Cost per Conversion Average Revenue per Visitor Average Revenue per Visit Average Clicks per Impression Average Items per Cart Average Visits Prior to Average Order Value by Campaign Type (Click- Completed Conversions Through Rate) Average Searches per Percent New and Returning Percent New and Returning Percentage Visitors in a Specific Visit Visitors Customers Segment Percentage of High, Percentage of High, Medium Medium and Low Time Percentage of High, Medium Percentage of High, Medium and Low Click Depth Visits Spent Visits (Interest and Low Frequency Visitors and Low Recency Visitors (Interest Categories) Categories) Percent Revenue from Percent Orders from New Percent High and Low New and Returning and Returning Visitors and Satisfaction Visitors and Percent Visitors Using Search Visitors and Customers Customers Customers Percent Zero Result Percent Zero Yield Searches Order Conversion Rate Buyer Conversion Rate Searches New and Returning New and Returning Buyer Ratio of New to Returning Order Conversion Rate per Visitor Conversion Rate Conversion Rate Visitors Campaign Cart Start Rate Cart Completion Rate Checkout Start Rate Checkout Completion Rate Ratio of Checkout Starts Information Find Conversion Search to Purchase Conversion Landing Page “Stickiness” to Cart Starts Rate Rate Search Results to Site Download Completion Rate Form Completion Rate Exits Ratio
  • ROI en meetplan
  • ROI Verbetering Rendementberekening website www.dezwerver.nl Oud Nieuw verschil periode: Maart 2007 - Maart 2008 Gem. orders 96 497 520% Gem. omzet ! 1.938 ! 11.727 605% Lancering nieuwe website: juni 2007 ROI 21% Door: Stefan Wobben (stefan@concept7.nl) Opbrengsten maart april mei juni juli augustus september oktober november december januari februari maart Totaal orders 114 96 77 324 473 456 338 381 379 440 738 657 783 5.256 omzet ! 2.315 ! 1.938 ! 1.560 ! 6.835 ! 10.490 ! 9.748 ! 8.575 ! 10.211 ! 10.670 ! 12.686 ! 15.958 ! 14.462 ! 17.633 ! 123.081 gem. order bedrag ! 20 ! 20 ! 20 ! 21 ! 22 ! 21 ! 25 ! 27 ! 28 ! 29 ! 22 ! 22 ! 23 ! 22 Inkoop ! 1.621 ! 1.356 ! 1.092 ! 4.784 ! 7.343 ! 6.824 ! 6.002 ! 7.148 ! 7.469 ! 8.880 ! 11.171 ! 10.123 ! 12.343 ! 86.157 Hosting !0 ! 21 ! 21 ! 21 ! 21 ! 21 ! 21 ! 21 ! 21 ! 21 ! 21 ! 21 ! 21 ! 252 Ontwikkeling site ! 2.802 !0 ! 6.538 !0 !0 !0 !0 !0 !0 !0 !0 !0 !0 ! 9.340 Webmanagement !0 !0 !0 !0 !0 !0 !0 ! 1.000 !0 !0 !0 !0 !0 ! 1.000 Totale kosten ! 4.423 ! 1.377 ! 7.651 ! 4.805 ! 7.364 ! 6.845 ! 6.023 ! 8.169 ! 7.490 ! 8.901 ! 11.192 ! 10.144 ! 12.364 ! 96.749 Winst ! 2.107- ! 560 ! 6.091- ! 2.029 ! 3.126 ! 2.903 ! 2.551 ! 2.042 ! 3.180 ! 3.785 ! 4.766 ! 4.318 ! 5.269 ! 26.332 Ontwikkeling winst Stijging omzet Rendement op investering 30.000 !20.000 150.000 omzet 22.500 Totale kosten !15.000 112.500 15.000 7.500 !10.000 75.000 Nieuwe 0 website live !5.000 37.500 -7.500 -15.000 !0 0 maart cum juni cum sep cum dec cum Totaal maart mei juni juli september december maart maart cum juni cum sep cum dec cum Totaal
  • bepaal per betrokkene de kpi’s
  • hoofdstuk 6 van meten naar actie
  • kwalitatief onderzoek usability testen Solve problems kwantitatief onderzoek Web Analytics data (A/B en multivariate testen) Usability Evaluate solutions Engineering Track problems kwantitatief onderzoek Web Analytics data
  • website ontwikkeling als iteratief proces doel tijd
  • inzicht = actie
  • 5% van je website is goed voor 25% van haar waarde
  • verplaats je in je bezoeker
  • Lex Eissens beslist snel op basis van logica gevoelig voor schoonheid Hoe komt Lex op onze website? 100% Wat gaat Lex bekijken? 50% Hoe kiest Lex? 10% Wanneer koopt Lex? 2% Komt Lex terug? 1%
  • Track problems kwantitatief onderzoek Web Analytics data
  • segmenteer nieuwe versus terugkerende bezoeken (geografisch) talen bezoeken (dagelijks, per uur) bezoekers unieke bezoekers paginaweergaves gemiddelde paginaweergaves tijd op site weigeringspercentage bezoekersloyaliteit geschiedenis bezoekduur bezoekdiepte browsers besturingssystemen browser en besturingssystemen schermkleuren schermresoluties flash versies java ondersteuning netwerklocatie hostnamen verbindingssnelheden direct verkeer verwijzende sites zoekmachines zoekwoorden adwords campagnes zoekwoordposities campagnes advertentievarianten belangrijkste inhoud inhoud op titel bestemmingspagina’s uitstappagina’s interne zoekfunctie gebruik interne zoekfunctie interne zoekfunctie interne zoekfunctie bezoeken met zoekopdracht zoekwoorden startpagina’s bestemmingspagina’s conversie
  • kwalitatief onderzoek usability testen Solve problems kwantitatief onderzoek Web Analytics data (A/B en multivariate testen) Evaluate solutions
  • website ontwikkeling als iteratief proces + 24% + 99%
  • geef context aan je gegevens
  • google analytics en statline plaats bezoeken % conv. % conv. abs. bedrijven % Groningen 404 62 0,25 1 615 18 Amsterdam 184 28 1,09 2 2600 77 Assen 59 10 1,69 1 175 5 647 3390
  • en nu zelf op ontdekkingsreis
  • bereid een online experiment voor
  • komen, kijken, kiezen, kopen, terugkomen
  • have fun
  • aanbevolen literatuur
  • web analytics aanbieders
  • kpi definities
  • Average Page Views per Visit Page Views / Visits
  • Average Visits per Visitor Total Visits / Total Visitors
  • Average Time to Respond to Email Inquiries Sum of Response Times / Total Number of Email Inquiries
  • Average Cost per Visitor Sum of Acquisition Marketing Costs / Visitors
  • Average Cost per Visit Sum of Acquisition Marketing Costs / Visits
  • Average Cost per Conversion Sum of Acquisition Marketing Costs / Total Conversion Events
  • Average Revenue per Visitor Sum of Revenue Generated / Visitors
  • Average Revenue per Visit Sum of Revenue Generated / Visits
  • Average Order Value Sum of Revenue Generated / Number of Orders Taken
  • Average Items per Cart Completed Sum of Products Purchased / Number of Completed Shopping Carts
  • Average Clicks per Impression by Campaign Type (CTR) Total Clicks / Total Impressions Served
  • Average Visits Prior to Conversion Sum of Pre-Conversion Visits / Total Conversions
  • Average Visits Prior to Conversion Sum of Pre-Conversion Visits / Total Conversions
  • Average Searches per Visit Total Number of Searches / Total Visits
  • Percent New and Returning Visitors Total New Visitors / All Visitors Total Returning Visitors / All Visitors
  • Percent New and Returning Customers Total New Customers / All Customers Total Returning Customers / All Customers
  • Percent Visitors in a Specific Segment Total Visitors in the Segment / Total Visitors
  • Percentage of High, Medium and Low Time Spent Visits Total Number of Visits Spending Less Than 30 Seconds on the Site / All Visits Total Number of Visits Spending Less Than 30 Seconds and Five Minutes on the Site / All Visits Total Number of Visits Spending More Than Five Minutes on the Site / All Visits
  • Percentage of High, Medium and Low Click Depth Visits Total Number of Visits of Two Clicks or Less / All Visits Total Number of Visits of Three to Five Clicks / All Visits Total Number of Visits of More Than Five Clicks / All Visits
  • Percentage of High, Medium and Low Recency Visitors Total Number of Low Recency Users / All Visits Total Number of Medium Recency Users / All Visits Total Number of High Recency Users / All Visits
  • Percent Revenue from New and Returning Visitors and Customers Total Revenue from New Visitors / Total Revenue Total Revenue from Returning Visitors / Total Revenue * visitors kunnen ook customers zijn
  • Percent Orders from New and Returning Visitors and Customers Total Orders from New Visitors / Total Orders Total Orders from Returning Visitors / Total Orders * visitors kunnen ook customers zijn
  • Percent High and Low Satisfaction Customers Total Number of Visitors Scoring a High Level of Satisfaction / All Measured Visitors Total Number of Visitors Scoring a Low Level of Satisfaction / All Measured Visitors * visitors kunnen ook customers zijn
  • Percent Visitors Using Search Total Number of Visitors Who See at Least One “Search Results” Page / All Visitors
  • Percent Zero Result Searches Total Number of “Zero Result” Searches / All Search Results
  • Order Conversion Rate Total Number of Orders Taken / Total Visits
  • Buyer Conversion Rate Total Customers Converted / All Visitors
  • New and Returning Visitor Conversion Rate Total New Visitors Converted / All Visitors Total Returning Visitors Converted / All Visitors
  • New and Returning Buyer Conversion Rate Total New Customers Converted / All Visitors Total Returning Customers Converted / All Visitors
  • Ratio of New to Returning Visitors Total New Visitors / Total Returning Visitors
  • Cart Start Rate Total Visits where a Shopping Cart is Started / All Visits
  • Cart Completion Rate Total Orders / Total Visits where a Shopping Cart is Started
  • Checkout Start Rate Total Visits where the Checkout Button is Clicked / All Visits
  • Checkout Completion Rate Total Orders / Total Visits where the Checkout Process is Started
  • Checkout Completion Rate Total Orders / Total Visits where the Checkout Process is Started
  • Ratio of Checkout Starts to Cart Starts Total Visits where the Checkout Process is Started / Total Visits where a Shopping Cart is Started
  • Landing Page “Stickiness” 1.00 (Single Acces Page Views of that Page / Entry Page Views of the Same Page
  • Information Find Conversion Rate Total Number of Visits to the Goal Page / Total Visits
  • Search to Purchase Conversion Rate Total Orders Attributed to Searches / Total Number of Visits to a Search Results Page
  • Search Results to Site Exit Ratio Total Site Exits from Search Results Page / Total Number of Visits to a Search Results Page
  • Form Completion Rate Number of Visits in which the Form is Submitted / Total Visits in which the Visitor Started Completing the Form