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

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