R2i's Director of Search Marketing, Kara Alcamo, explains how to measure the success of your website through awareness, lead numbers, site conversions, site engagement and more at this years C3 conference.
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What is Success?
In order to measure success, you first must
define it.
Start with overall organizational goals:
• Increase attendance to event(s) by
15%
• Increase donations by 20% YoY
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What is Success?
Once you’ve defined success, determine
how your website can play a role:
• Generate awareness?
• Bring new leads?
• Nurture existing relationships?
• Reduce workload of internal
departments?
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Conversions
Identify site actions that define your business goals
Engagements
Identify site engagements that funnel into those actions
Source
Identify the ways in which people find your website
Segmenting into Small Data
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Site Conversions
411 CLICKS
2,442CLICKS
What site actions define the
business goals that you’ve
identified?
Examples:
• Registrations
• Form fill outs
• Applications
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436 clicks
873 clicks
1,687 clicks
Site Engagements
524 CLICKS
1,256 CLICKS
987 CLICKS
What elements funnel into
those site actions?
Examples:
• Non-conversion clicks
• Video views
• Social shares
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Confidential 5/9/2014
Reporting
1. Define the audience
2. Ask questions
3. Create context
4. Turn on your right brain
5. Test and adjust
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Refine and Test
Create Reporting
Outline Data Dimensions
Outline Business Goals
Identify Site Actions that Define Those
Business Goals (Conversions)
Identify Elements that Funnel Into
These Site Actions (Engagements)
Identify How People Find These
Elements and Site Actions (Traffic
Sources)
Recap – Measuring Success
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Kara Alcamo
Director of Search Marketing
R2integrated
@r2integrated
kalcamo@r2integrated.com