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Uncovering Mysteries in Web Analytics and Improving Conversion
 

Uncovering Mysteries in Web Analytics and Improving Conversion

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PerkinElmer / Apogee Results presentation at 2010 Marketing Profs B2B Forum in Boston. Presentation by Steve Viglione, Web Analyst at PerkinElmer, and Chris Warwick, VP of Marketing at Apogee ...

PerkinElmer / Apogee Results presentation at 2010 Marketing Profs B2B Forum in Boston. Presentation by Steve Viglione, Web Analyst at PerkinElmer, and Chris Warwick, VP of Marketing at Apogee Results.

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    Uncovering Mysteries in Web Analytics and Improving Conversion Uncovering Mysteries in Web Analytics and Improving Conversion Presentation Transcript

    • Using Web Analytics to Uncover Mysteries and Improve Conversion
      Chris Warwick, VP Marketing, Apogee Results
      Hans Keil, Director of E-Business, PerkinElmer
      Steve Viglione, Web Analyst, PerkinElmer
      5/4/2010
      1
    • Apogee Results
      PerkinElmer
      Online marketing services firm focusing on
      Paid search management
      Search engine optimization
      Social media
      Reputation management
      Website conversion
      Human Health Leader
      Environmental Health Leader
      5 Business Divisions
      8500 employees
      Operations in 150 countries
      2009 Revenue - $1.8B
      5/4/2010
      2
    • Today’s Mysteries
      Improve goal conversions using web analytics
      Reporting: Find the bottom line
      Data mining for SEM/SEO opportunities
      SEO analytics
      PPC analytics
      Diagnosing common site problems and errors using web analytics
      Finding trends for increased conversion
      Looking outside traditional web analytics to improve conversion
      5/4/2010
      3
    • Using Web Analytics to Improve Conversion
      4 Steps to improving conversion
      5/4/2010
      4
    • Step 1: Set clearly defined goals
      Identify the primary purpose of your website
      5/4/2010
      5
      Lead Generation
      E-commerce
      Branding
      Build Awareness
      Support/Resource
      Ad Revenue
      Provide Content
      Build Community
      Provide a Service
      Your Site
    • Step 2: Prioritize web analytics focus area
      5/4/2010
      6
      Not every report is necessary or useful for goal conversion
      Lead Generation
      Registration pages, inquiries, new contacts
      Build Awareness
      % new visitors, unique visitors, engagement
      Provide Content
      Top content reports, exit pages, downloads
      E-commerce
      Checkout process, popular products, order value
      Support
      Return visitors, internal search, frequency of visit
      Community
      Active accounts, engagement, conversation rate
      Branding
      Brand perception lift
    • Step 3: Research Converting Visitors
      5/4/2010
      7
      1st time, 2nd time, or 3rd time visitors
      Geographic location: Country, City
      Current customers or new customers
      Different Companies or organizations
      Use this knowledge to optimize your site, improve goal completion, and improve marketing effectiveness
      The last time they completed a goal
      How did they get to the website
      Common search terms (support sites)
      Pages they completed goals on
    • PerkinElmer’s Visitor Observations
      Average Visitor
      E-commerce Visitor
      20% download PDF
      52% came from search
      14% return the same day
      1% download PDF
      Only 9% come from search
      24% return the same day
      5/4/2010
      8
    • Step 4: Improve Pages Using Funnels
      5/4/2010
      9
    • Step 5: Optimize and Test Diagnosed Page
      At this point, we have taken the time to understand who is completing goals on your site. We have also spend time looking into funnels to find out the pages that need improvement.
      Best Practice for Page Optimization
      Clear Call to Action
      Limit the Choices
      More white space
      Less Text
      Keep it simple!
      5/4/2010
      10
    • Reporting: The Bottom Line
      Align reporting with site goals
      5/4/2010
      11
    • Cut Through The Noise
      Report on Key Performance Indicators (KPIs) that relate directly to the goals of your site.
      Align with business partners to understand
      Drivers of success
      What groups are measured on
      5/4/2010
      12
    • PerkinElmer’s Web Analytics Reports
      Web analytics reports are developed for campaigns, emails, banner ads, and PPC advertisements
      Metrics change based on the goals.
      Benchmarks and forecasting included for context
      5/4/2010
      13
    • SEO Analytics
      Basics, Keyword Performance, Opportunities, and reporting
      5/4/2010
      14
    • Search Engine Analytics: Basics
      Understand how users are getting to your site
      In what context do they “think” about your products and services
      First time visit versus repeat behaviors
      Identify which keywords to optimize
      Identify new opportunities for growth
      Content
      Linking
      Know when something has gone wrong
    • Keyword Performance & Reporting
      Align analysis to goals
      Segment/categorize terms for multiple goals or different customer segments
      Identify top performing keywords based on goal behaviors
      Maintain trends on top keywords to spot changes in performance quickly
    • Find Keywords with high conversions
      Organic for Search PPC/SEO Opportunities
      Internal Search for Optimization
      5/4/2010
      17
    • Identifying Opportunities for Growth
      Integration of SEO and PPC analysis
      Learning can occur on both sides of the house!
      Long tail keyword strings can be cost effective PPC alternatives
      Paid search as testing ground for new content ideas
      Successful paid search campaigns may suggest content development opportunities
    • Find Keywords with high search volume
      Google Adwords Tool for PPC
      Google Webmaster Tool for SEO
      5/4/2010
      19
    • SEO: Analyzing Referring Sites
      Review referring site traffic to identify quality traffic sources, identify new or at risk link opportunities and improve existing partnerships
      Use subject matter or referring site type to find more quality links
      5/4/2010
      20
    • Identifying Link Opportunities
      Helpful link building operators:
      1. Replace “keyword” with your target keyword to find new link opportunities including blogs and forums.
      2. Perform searches on all the engines
      intext:keyword
      allintitle:keyword
      allinurl:keyword
      directory keyword
      favorite links keyword
      favorite sites keyword
      intext:keyword
      intitle:blog keyword
      And there are many more….
    • Identifying Link Opportunities
      Investigate links to blogs and forums to see if there are further opportunities to showcase your products or services through contribution
      .gov and .org site are strong link opportunities when relevant to your site
    • SEO: Keyword Performance Report
      Understand the effectiveness of your SEO efforts
      Focus on increase in traffic over time
      Demonstrate an increase in goal completion over time
      Look for new content opportunities
      5/4/2010
      23
    • SEO: Non-paid Keyword Contribution
      5/4/2010
      24
      Identify Site Goals in Google Analytics:
      Specify end goal and prior actions
      Assign a value to each action
      Begin tracking contribution!
    • PPC Analytics
      Understanding basic metrics and keyword performance
      5/4/2010
      25
    • PPC Analysis Beginning to End
      • Improve conversion by understanding the visitors experience from start to finish
      • Tie the right metrics to the right step in the conversion process and make improvements
      5/4/2010
      26
      CTR
      Improve the likely hood of a click by testing ad copy.
      Impressions
      If your impressions are low, you may want to select a keyword with more traffic
      Bounce Rate
      High bounce rates indicate that visitor left without action. Refer to “landing page improvement” slide
      Goal Conversion Rate
      Low conversion rates indicate problems in the funnel. Refer to “Funnel Analysis” slide.
    • Using Web Analytics to Diagnose Common Site Problems
      decrease error pages and improve search results to increase conversion
      5/4/2010
      27
    • Are Site errors impacting conversion?
      First, generate a report that shows your error pages
      3 common error pages include
      Search: No Results
      Error Page
      Page Not Found
      5/4/2010
      28
      4981 Visitors leave the site will not convert
    • Are Site errors impacting conversion?
      Next, generate a report that shows how visitors arrive at error pages (navigation summary)
      Fix broken links on that page
      Improve search results
      5/4/2010
      29
    • Are Site errors impacting conversion?
      Navigation summary
      5/4/2010
      30
    • Finding Trends to Increase Conversion
      Mobile impact on conversion
      5/4/2010
      31
    • Mobile Trends
      Investigate your sites mobile trend
      Understand the actions mobile visitors are taking
      Browsing
      Buying
      Reading content
      Understand how they got to the site
      Search
      Inbound marketing efforts
      Referring sites/apps
      Identify the opportunity
      Mobile site?
      Mobile app for content?
      Mobile app for purchasing?
      Mobile advertising?
      5/4/2010
      32
    • Looking Outside Traditional Web Analytics to Improve Conversion
      3 Ways to collect customer feedback
      5/4/2010
      33
    • Alternatives to Improve Conversion
      With web analytics you have the ability to investigate what is happening on your website.
      Web analytics will not help you understand why something happens or what improvements you need to make.
      To get these answers we turn to alternatives methods of data collection
      Surveys
      Usability
      Custom Google Analytics tracking
      5/4/2010
      34
    • Alternatives to Improve Conversion
      Alternative 1: Site Survey
      Continuously monitor
      Site satisfaction
      Reason for visit
      Task completion rates
      Open responses
      5/4/2010
      35
      4Qsurvey.com
    • Alternatives to Improve Conversion
      Alternative 1: Site Survey
      Let customer feedback drive website improvements
      Put programs in place
      Assign ownership
      Define measure of success
      5/4/2010
      36
    • Alternatives to Improve Conversion
      Alternative 2: Usability Studies
      In Person
      Real feedback through discussions
      Online
      Video recordings
      5/4/2010
      37
      ClickTale.com
    • Alternatives to Improve Conversion
      Alternative 2: Usability Studies
      In Person
      Real feedback through discussions
      Online
      Video recordings
      Heatmaps
      5/4/2010
      38
      AttentionWizard.com
      Feng-GUI.com
    • Alternatives to Improve Conversion
      Alternative 3: Customizing Google Analytics
      Leverage event tracking to collect customer feedback
      Search results
      Content
      Promotional offers
      5/4/2010
      39
    • Summary
      Clearly defined goals make measuring site performance and goal completion easier and more manageable
      Improve conversions by understanding visitors and by testing and optimizing pages.
      Use web analytics data to research keywords for high conversion rates
      Integrate SEO/SEM analysis
      Establish baseline reporting to track trends
      Use web analytics to reduce site errors and pain points for visitors
      Leverage site surveys and usability for actionable data
      5/4/2010
      40
    • Questions
      Follow us on Twitter
      @ApogeeResults
      @SteveViglione
      5/4/2010
      41