10 tips for actionable web analytics

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Web analytics is the leitmotiv in every search marketing project. To measure is to know and analyzing your website can provide useful information to increase the return. 10 practical tips to optimize …

Web analytics is the leitmotiv in every search marketing project. To measure is to know and analyzing your website can provide useful information to increase the return. 10 practical tips to optimize your web analytics are given during this session.

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  • 1. 10 tips for actionable web analytics
    • Tom Michiels
  • 2. QueroMedia Snapshot
  • 3. Our killer combo
  • 4. (De Tijd, 18 april 2008)
  • 5.  
  • 6. © Michael Sack – Idearc Media
  • 7. 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!
  • 8. © Michael Sack – Idearc Media
  • 9. Visitors Customers Success * 2 Input * 2 Dropout /2
    • Search Engine Advertising
    • Search Engine Optimization
    • Persuasive webdesign
    • Usability
    • Web Analytics
  • 10. What is a conversion
  • 11. Web Analytics Overview
  • 12. 1. Measure processes Product page Checkout success
  • 13. 1. Measure processes
  • 14. 1. Measure processes
  • 15. 2. Determine bottlenecks
  • 16. 2. Determine bottlenecks
  • 17. 3. Test, test, test
  • 18. 3. Case study - original
  • 19. 3. Case study - Split run + 66%
  • 20. 3. Case study - Sneakertom 1 2 3
  • 21. 4. Think about Usability
  • 22.  
  • 23.  
  • 24.  
  • 25. 5. Check your traffic sources www.site.com/ ?utm_source=newsletter&utm_medium=email
  • 26.  
  • 27. Measure e-mail click-throughs
  • 28. 6. Know your visitors
  • 29. 6. Know your visitors
  • 30. 6. Know your visitors
  • 31. 6. Know your visitors
  • 32. 7. E-mail lost visitors
  • 33. 8. Integrate online & offline
  • 34.  
  • 35.  
  • 36.  
  • 37.  
  • 38. Visitors KBCBonus.be
  • 39. Visitor source Cheers to Paul (KBC), Wouter (VVL|BBDO), Bart & Christophe (Proximity|BBDO) Total: 88.579
  • 40. 9. Listen to your visitors
  • 41. 10. The long tail of search
  • 42. Yahoo! Keyword Tool: ‘shoe’
  • 43. 10. The long tail of search
  • 44. 11. Appoint someone
  • 45. Thank you! www.linkedin.com/in/michielstom