The value perception of web analytics tools in the current market (Emer Kirrane)

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Presentation from Web Analytics Wednesday Bratislava. More info: www.webanalytics.sk

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The value perception of web analytics tools in the current market (Emer Kirrane)

  1. 1. There’s no such thing as ” Free” Emer Kirrane Manager, Yahoo! Web Analytics Web Analytics Wednesday Bratislava 2011
  2. 2. Story Time! <ul><li>Caroline </li></ul><ul><li>Running a competition - dinner for two </li></ul><ul><li>No obligation to purchase to enter </li></ul><ul><li>Competition not limited to existing customers </li></ul>
  3. 3. <ul><li>James </li></ul><ul><li>Not a customer </li></ul><ul><li>No plans to be a customer </li></ul><ul><li>Enters free draw </li></ul>The Winner
  4. 4. The Catch
  5. 5. The moral?
  6. 6. Conditional Costing
  7. 7. High price = Good value?
  8. 8. High price = Good value?
  9. 9. The Princess Perception
  10. 10. How much does Free cost?
  11. 11. Forrester Wave 2009: Web Analytics
  12. 12. You don’t have to break the bank
  13. 13. How do I define value?
  14. 14. Q: Is my sales process to long? Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Use segmentation. Don’t include the homepage in the funnel. Numbers are not answers! A lot of my customers are leaving the Checkout page after submitting their delivery preference.  Are our delivery options clear enough? State any delivery limitations (e.g. Not overseas) early on. Calculate full cost earlier.  Why are so many visitors leaving just before confirming the sale and visiting our information page?  The returns policy may be unclear. State our terms clearly.  Checkout About US No Trust?? Almost all the customers with promotional codes don’t complete sales.  Perhaps the discount is not being applied or does not APPEAR to be working. Identify and fix the problem.  Answers are valuable
  15. 15. Analyse Take Action Analyse Take Action Keep your site alive

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