10 tips for actionable web analytics Tom Michiels

Tom Michiels

QueroMedia Snapshot

Our killer combo

(De Tijd, 18 april 2008)

© Michael Sack – Idearc Media

Selling the milk Susan is more likely to buy the milk if it is in aisle 7 Not easy: You don’t know it is Susan walking in the store. How to move the milk in real-time to aisle 7? Leverage the power of internet!

You don’t know it is Susan walking in the store.

How to move the milk in real-time to aisle 7?

© Michael Sack – Idearc Media

Visitors Customers Success * 2 Input * 2 Dropout /2 Search Engine Advertising Search Engine Optimization Persuasive webdesign Usability Web Analytics

Search Engine Advertising

Search Engine Optimization

Persuasive webdesign

Usability

Web Analytics

What is a conversion

Web Analytics Overview

1. Measure processes Product page Checkout success

1. Measure processes

1. Measure processes

2. Determine bottlenecks

2. Determine bottlenecks

3. Test, test, test

3. Case study - original

3. Case study - Split run + 66%

3. Case study - Sneakertom 1 2 3

4. Think about Usability

5. Check your traffic sources www.site.com/ ?utm_source=newsletter&utm_medium=email

Measure e-mail click-throughs

6. Know your visitors

6. Know your visitors

6. Know your visitors

6. Know your visitors

7. E-mail lost visitors

8. Integrate online & offline

Visitors KBCBonus.be

Visitor source Cheers to Paul (KBC), Wouter (VVL|BBDO), Bart & Christophe (Proximity|BBDO) Total: 88.579

9. Listen to your visitors

10. The long tail of search

Yahoo! Keyword Tool: ‘shoe’

10. The long tail of search

11. Appoint someone

Thank you! www.linkedin.com/in/michielstom