Web Analytics How to raise effectiveness of websites and advertising campaigns Andrew Yunisov Managing Partner
Frequent visitor flow scenario Site CPM, PPC  $$$ Organic,  Referral  $$$ <ul><li>1- 3%  conversion </li></ul><ul><li>40 -...
Visual Example <ul><li>A company runs PPC product campaigns </li></ul><ul><li>Budget for PPC:  $3,500 / month </li></ul><u...
What are Web Analytics ? Before :  1-3%  conversion  / 40-50%  bounce After :  5 -1 0 %  conversion  /  20 - 3 0%  bounce ...
What does web analytics entail ? <ul><li>Standard visitor report – only answers the question “What is happening?” </li></u...
Numbers – nothing more than numbers…  <ul><li>High number of page views (e.g. for specific keyword) Is this from good cont...
<ul><li>Optimize site for optimal behavior </li></ul>Full analytics cycle:  Trinity model by Avinash Kaushik Find out the ...
Site surveys – what should one ask visitors?  <ul><li>Why did you come to our site? (various answers) </li></ul><ul><li>Wa...
Components of a survey using Bitrix CMS
Example survey in Bitrix CMS
Example survey in Bitrix CMS <ul><li>Discount on ticket after survey </li></ul><ul><li>80% of visitors viewing the schedul...
<ul><li>Testing allows you to check design efficiency before implementation </li></ul><ul><li>Every change on website that...
Example of MVT-testing <ul><li>Variation 2 was best </li></ul><ul><li>Advertising costs savings  – 12% </li></ul><ul><li>N...
<ul><li>Answer the question :  « What keywords are the least effective and why ?» </li></ul><ul><li>Optimize landing pages...
<ul><li>Answer the question :  « What pages are least effective ?» </li></ul><ul><li>The next step is to determine the cau...
Why is a page ineffective ? <ul><li>Page navigation patterns </li></ul><ul><li>Page clickmap (site overlay or in-page anal...
Post-click analysis <ul><li>Better understanding of link visibility on page </li></ul><ul><li>Best way to understand page ...
Website funnels analysis <ul><li>Internal funnel followed by only  1 / 66  or only  2%  </li></ul><ul><li>Entry page to fu...
Funnel drop analysis using Cli с kTale
Form analytics using ClickTale <ul><li>Get insights on visitor interaction with each field </li></ul><ul><li>Delete/rename...
Internal   website search analysis <ul><li>Find the queries that don’t have landing pages  </li></ul><ul><li>Analyze queri...
The most insightful report for managers <ul><li>Measure weighted conversions – contact page entry and lead have different ...
Continual web analytics process  Monitoring Notifying Improving Analyzing Measuring
Thank you for your attention!  Any questions?
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Web Analytics. How to raise effectiveness of websites and advertising campaigns

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  • Представление. Упомянуть опыт работ в Parallels. Сделать акцент на знании как российских, так и западных технологий интернет-маркетинга. Упомянуть, что мы занимаемся российскими клиентами, западными клиентами, а также выводим на российский рынок западных клиентов.
  • Не забыть про пример на следующем слайде.
  • Рассказать об инструментах подробнее. Объяснить, почему нужно использовать GA и Bitrix , обсуждая то, что даные дополняют друг друга ( JS и серверные логи) . Объяснить, что GA+Bitrix – бесплатная альтернатива Omniture. Упомянуть, что дополнение Cli с kTale делает картину по эффективности страниц абсолютно полной.
  • You don’t have to include questions at the bottom which aren’t bold.
  • Many of the visits to the sites that looked like bounces were actually successful for the visitors – they got what they were looking for on the first page and then left.
  • Web Analytics. How to raise effectiveness of websites and advertising campaigns

    1. 1. Web Analytics How to raise effectiveness of websites and advertising campaigns Andrew Yunisov Managing Partner
    2. 2. Frequent visitor flow scenario Site CPM, PPC $$$ Organic, Referral $$$ <ul><li>1- 3% conversion </li></ul><ul><li>40 -50 % bounce rate </li></ul><ul><li>Others are ‘unknown’ </li></ul>Lost clients Clients
    3. 3. Visual Example <ul><li>A company runs PPC product campaigns </li></ul><ul><li>Budget for PPC: $3,500 / month </li></ul><ul><li>Many keywords with high bounce rates (up to 80% and even more) </li></ul><ul><li>Loss from bouncing keywords ~ $1,600 / month (45% of ad budget) </li></ul>
    4. 4. What are Web Analytics ? Before : 1-3% conversion / 40-50% bounce After : 5 -1 0 % conversion / 20 - 3 0% bounce <ul><li>Web Analytics – the objective tracking, collection, measurement, notification and analysis of quantitative Internet data with the goal of optimizing websites and online marketing initiatives (Web Analytics Association) </li></ul>
    5. 5. What does web analytics entail ? <ul><li>Standard visitor report – only answers the question “What is happening?” </li></ul><ul><li>Web analytics mission – to answer the question « Why is this happening and what can be done further? » </li></ul>
    6. 6. Numbers – nothing more than numbers… <ul><li>High number of page views (e.g. for specific keyword) Is this from good content or difficult navigation ? </li></ul><ul><li>Popular exit pages Intended exit pages or bad page quality? </li></ul><ul><li>High percentage of new visitors A good trend or very few returning customers? </li></ul><ul><li>There are many hidden secrets in data. The key is to use full analytics cycle to make numbers insightful and actionable. </li></ul>
    7. 7. <ul><li>Optimize site for optimal behavior </li></ul>Full analytics cycle: Trinity model by Avinash Kaushik Find out the client’s impression on the site Data insights Behavior Impression Result Clickstream analysis Click data segmentations ‘ Numerical analysis’ Visitor satisfaction Surveys A/B or MVT testing ‘ Client voice’ Orders Conversions Transactions and AOV ‘ Nuances of results’ Increased KPIs
    8. 8. Site surveys – what should one ask visitors? <ul><li>Why did you come to our site? (various answers) </li></ul><ul><li>Was your visit successful? (Yes/No) </li></ul><ul><li>Did you find the information you needed quickly? (Yes/No) </li></ul><ul><li>Did you find the information on the site to be complete? (Yes/No) </li></ul><ul><li>Was the information given in an understandable way? (Yes/No) </li></ul><ul><li>What changes to the site would you recommend ? ( various answers ) </li></ul><ul><li>Survey is effective when you have an incentive for its completion. Every insightful data is paid and this is the cheapest one. </li></ul>
    9. 9. Components of a survey using Bitrix CMS
    10. 10. Example survey in Bitrix CMS
    11. 11. Example survey in Bitrix CMS <ul><li>Discount on ticket after survey </li></ul><ul><li>80% of visitors viewing the schedule </li></ul><ul><li>Schedule is on main page, that’s why it will be a bounce in the counter </li></ul><ul><li>However, the visitor goal is completed </li></ul><ul><li>The redesign pattern changed – no need for a new website, just add additional event blocks on main page </li></ul><ul><li>Redesign cost reduction, sales in club (offline) grew by 30% </li></ul>
    12. 12. <ul><li>Testing allows you to check design efficiency before implementation </li></ul><ul><li>Every change on website that could affect its economic value should be tested </li></ul><ul><li>Variety of testing instruments: Google Website Optimizer or Bitrix CMS additional script </li></ul><ul><li>Example of the content elements testing for main page optimization: Р, Руб. or $ , « Get money » or « Request a proposal » and hero text </li></ul>Example of MVT-testing
    13. 13. Example of MVT-testing <ul><li>Variation 2 was best </li></ul><ul><li>Advertising costs savings – 12% </li></ul><ul><li>Number of orders doubled </li></ul>2 1 3
    14. 14. <ul><li>Answer the question : « What keywords are the least effective and why ?» </li></ul><ul><li>Optimize landing pages and/or change keywords </li></ul>Keyword testing
    15. 15. <ul><li>Answer the question : « What pages are least effective ?» </li></ul><ul><li>The next step is to determine the causes of ineffectiveness </li></ul>Analysis of popular pages
    16. 16. Why is a page ineffective ? <ul><li>Page navigation patterns </li></ul><ul><li>Page clickmap (site overlay or in-page analytics) </li></ul>
    17. 17. Post-click analysis <ul><li>Better understanding of link visibility on page </li></ul><ul><li>Best way to understand page interface problems </li></ul>
    18. 18. Website funnels analysis <ul><li>Internal funnel followed by only 1 / 66 or only 2% </li></ul><ul><li>Entry page to funnel needs to be checked (navigation/overlay/clicktale) </li></ul>
    19. 19. Funnel drop analysis using Cli с kTale
    20. 20. Form analytics using ClickTale <ul><li>Get insights on visitor interaction with each field </li></ul><ul><li>Delete/rename dropping fields </li></ul>
    21. 21. Internal website search analysis <ul><li>Find the queries that don’t have landing pages </li></ul><ul><li>Analyze queries – for online store it means data-driven e-store assortment management </li></ul><ul><li>Non e-commerce – find the content to be added on website </li></ul>
    22. 22. The most insightful report for managers <ul><li>Measure weighted conversions – contact page entry and lead have different business value </li></ul>
    23. 23. Continual web analytics process Monitoring Notifying Improving Analyzing Measuring
    24. 24. Thank you for your attention! Any questions?
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