Decoding web analytics to boost conversion


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A look at the importance of visitor level intelligence and remarketing to boost conversion

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Decoding web analytics to boost conversion

  1. 1. How to decode web analytics and boost conversion Walid Robert Norris Country Manager | AT Internet UK & Ireland
  2. 2. Agenda 1 2 3 4
  3. 3. Web analytics is top of mind for many CMOs Source: We believe that the key is to go beyond just collecting data: start asking the right questions
  4. 4. 5 steps to build the foundation for conversion initiatives on your site 5 o o o o o o Building a solid foundation in web analytics is crucial. Failing to cover these points results in an adhoc approach with limited gains
  5. 5. 5 steps to build the foundation for conversion initiatives on your site 5 o “When in doubt ask your self if what you are o o doing falls into one of those three buckets. If o does, keep going. If not then I suggest you it revisit what you are doing.” o o Avinash Kaushik. Building a solid foundation in web analytics is crucial. Failing to cover these points results in an adhoc approach with limited gains
  6. 6. Test, test, test for continuous improvements Test Implement Measure Design Optimise Two of the key advantages of online marketing are deployment speed and measurability. Make sure you capitalise
  7. 7. Take a holistic view on the multichannel marketing mix to understand the conversion levers Origin Conversion Navigation Advertising, Funnel Processes Search, Email, Transactions, Clicks Geographical Sales, ROI Interest
  8. 8. The first step to driving conversion is to understand the contribution of each traffic source (Fictitious data)
  9. 9. Key priorities in 2009: site redesign and conversion Case study
  10. 10. The redesign was supported by advanced usability & path analysis tools Case study Traffic increased by 16% through to ancillary partners, destination and feature pages
  11. 11. Obama used A/B testing to maximise online donations as part of his Conversion Rate Optimisation strategy Case study A B C D Source: widerfunnelcom
  12. 12. What is meant by visitor level intelligence? o o o o o o o o
  13. 13. Putting visitor intelligence to work using segmentation and content targeting to increase conversion  Case studies of successful behavioural content targeting are flourishing.
  14. 14. The move towards improved targeting is where the ROI lies. Visitor remarketing is the key
  15. 15. Visitor intelligence: the foundation for visitor remarketing   
  16. 16. Use clickstream data to optimise email marketing  On site behaviour  • The right person Data analysis • The right message • The right time Tracking  Email  Behavioural marketing segmentation vendor Clients that have implemented experience significant uplift in ROI
  17. 17. Increased relevance has boosted Ryanair revenues from email marketing Revenue doubled from traffic generated on personalised email campaigns. Traffic through to ancillary partners also increased
  18. 18. Cart abandon chasers do work While site optimization will fail to convert the visitor, visitor remarketing to reengage with a targeted message that will have a high conversion rate
  19. 19. The crossing of web analytics and customer experience data holds powerful insight + o o o Identifying the satisfaction drivers can be tricky at times. This approach can help shed light on customer expectations
  20. 20. Takeaways  o o
  21. 21. Takeaways Year 3 o Year 2 o Year 1 o o
  22. 22. AT Internet & Online Intelligence     Services Support Consulting Training Certification
  23. 23. 3,500 customers from all verticals trust AT Internet
  24. 24. Suggested reading o o o o o o o
  25. 25. Questions?
  26. 26. Keeping in touch UK/Ireland Country Manager Walid Robert Norris Direct: +44 (0)20 7681 4058 Mobile: +44 (0)7942 645 839
  27. 27. Thank you
  28. 28. Highlights of our user interface Personal dashboards for quick & relevant updates A/B and Multivariate testing to improve usability Advanced heatmap to improve site usability Improve conversion rates and reduce drop out
  29. 29. Secure data integration – we offer an agile architecture capable of connecting to your existing technologies 15/05/2009 29
  30. 30. Our key advantages
  31. 31. Our key advantages o o o