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Adir Regev
adir@gim.co.il
Who we are
• Established 2006
• ~40 Customers
– Almost in every industry finance , travel, e-commerce,
academic, investmen...
• Media Management
– Search Engines (SEM)
– Sites Networks
– Facebook Reseller
– Niche markets (Yandex, Begun, Bukra…)
• S...
Actionable Data
Less Data
More Action
Based on:
- Personal experience
- Avinash Kaushik “Web Analytics 2.0”
- Prof. Ken Wo...
Tones of Data – Nothing Actionable
Important Terms
Conversion RateNumber of “leads” per visits
termmeaning
VisitorsThe number of unique visitors to the
site,...
General Data
visitors
‫בחודש‬ ‫מבקרים‬
50,788
30,472
19,514 17,957 16,045
7,224 6,595 6,264 4,365 4,157
0
10,000
20,000
30...
Top PagesTop Keywords
‫חיפוש‬ ‫מילות‬
55,107
4,168 3,885 3,087 3,458
3,7394,9505,3436,175
41,002
0
10,000
20,000
30,000
40...
Visitors
Top pages
Top keywords
‫חיפוש‬ ‫מילות‬
13,271
1,427 1,760
1,079 962
1,603
4,950
1,9781,993
10,447
0
2,000
4,000
6...
Visitors
Top Pages
Top Keywords
‫פופולריים‬ ‫דפים‬
24,812
8,266
6,383 6,530
4,249
4,898
7,457
6,783
5,365
18,327
0
5,000
1...
Visitors
Top pages
Top Keywords
‫חיפוש‬ ‫מילות‬
9,251
1,251
604 403 258
466
7271,048
1,883
5,540
0
2,000
4,000
6,000
8,000...
Visitors
Top Pages
Top Keywords
‫חיפוש‬ ‫מילות‬
2,730
1,905
678
578
359
430
558669
2,310
2,568
0
500
1,000
1,500
2,000
2,5...
1313
Focus on LEADS !
‫טופס‬‫לידים‬%
‫כללי‬ ‫קשר‬ ‫צור‬59027%
‫שירות‬ ‫קשר‬ ‫צור‬56826%
‫טכני‬ ‫קשר‬ ‫צור‬43820%
‫תמיכה‬ ‫קשר‬ ‫צור‬36017%
‫מכיר...
1515
Thank You Slide…
What did the VP Marketing Remembered ?
Unique
Visitors?
Bounce
Rate ?
Conversion
Rate ?
Top
Keywords...
Lets Get Practical !
The Problem with Web Analytics
reports Clickstream
Insights
Actionable Web Analytics
Clickstream
KPI’s
Testing (A/B(
Traffic Analysis
Benchmarking
Insights
Thumb Rules
• Understand your Business Environment
• Understand your Conversions Value
– Value = Income / Gross Profit / N...
Thumb Rule
• KISS – Keep It Simple & “Stupid”
• So even the Marketing VP would understand
Source: Avinash Kaushik the great
http://www.kaushik.net/avinash/2010/06/win-web-metrics-line-sight-net-income.html
Income...
KISS - Keep It Simple Sample 1
Income
sell higher value products
increase purchase tendency
cross sale / up sale
Conversion Value
Cost Conversion
reduce ...
Income
sell higher value products
increase purchase tendency
cross sale / up sale
Conversion Value
Cost Conversion
reduce ...
KISS - Keep It Simple Sample 2
$437
$217
$920
$78
$79
2217
4264
52
404
390
$299647
Netex.mako.co.il
Summary
• Understand your business logic
• Attached business value to your data
• Search for data that can make great chan...
One of our customers – Bottom Line
“I showed my management how you took 500,000
shekels and created 57,000,000 worth of sa...
Turn your Site into Business
Thank You
‫רבה‬ ‫תודה‬
‫جزيل‬ ‫شكرا‬
Большое спасибо
muchas gracias
www.gim.co.il
adir@gim.co...
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GO Google Analytics - Sphinconn Israel 2011

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GO Google Analytics - Sphinconn Israel 2011

  1. 1. Adir Regev adir@gim.co.il
  2. 2. Who we are • Established 2006 • ~40 Customers – Almost in every industry finance , travel, e-commerce, academic, investments, communication, pharmacy, real estate, classifieds...
  3. 3. • Media Management – Search Engines (SEM) – Sites Networks – Facebook Reseller – Niche markets (Yandex, Begun, Bukra…) • Search Optimization – Brand Protection – Complex / Multilingual • Web Analytics & UI • Youtube Channels – Design & Implementation – Management & Promotion – • Minisites Design & Production • Applications Development – Mega Campaigns managements – SEO benchmarking & management tools Our Services
  4. 4. Actionable Data Less Data More Action Based on: - Personal experience - Avinash Kaushik “Web Analytics 2.0” - Prof. Ken Wong profit model
  5. 5. Tones of Data – Nothing Actionable
  6. 6. Important Terms Conversion RateNumber of “leads” per visits termmeaning VisitorsThe number of unique visitors to the site, regardless of how many times they visited the site VisitsNumber of visits to a site Regardless the identity of the visitor Bounce RateShare of visits with single pageview and no conversion
  7. 7. General Data visitors ‫בחודש‬ ‫מבקרים‬ 50,788 30,472 19,514 17,957 16,045 7,224 6,595 6,264 4,365 4,157 0 10,000 20,000 30,000 40,000 50,000 60,000 ‫ם‬‫י‬‫ע‬‫צ‬‫ב‬‫מ‬ ‫ט‬‫נ‬‫ר‬‫ט‬‫נ‬‫י‬‫א‬ ‫ה‬‫כ‬‫י‬‫מ‬‫ת‬‫ו‬‫ת‬‫ו‬‫ר‬‫י‬‫ש‬ ‫י‬‫ש‬‫י‬‫א‬‫ק‬‫ז‬‫ב‬ ‫ן‬‫ו‬‫פ‬‫ל‬‫ט‬ NGN ‫ת‬‫ו‬‫י‬‫ו‬‫נ‬‫ח‬‫ת‬‫ש‬‫ר‬ ‫ר‬‫ש‬‫ק‬‫ר‬‫ו‬‫צ‬ ‫ם‬‫י‬‫ש‬‫ו‬‫ר‬‫ד‬ ‫י‬‫ק‬‫ס‬‫ע‬ ‫מבקרים‬ 220,036 181,665 5,221 13,917 6,376 24,489 13,8827,335 136,350 156,643 0 50,000 100,000 150,000 200,000 250,000 ‫וכחי‬‫נ‬ ‫חודש‬ 220,036 7,335 181,665 24,489 13,882 ‫קודם‬ ‫חודש‬ 156,643 5,221 136,350 13,917 6,376 ‫בחודש‬ ‫מבקרים‬ ‫ממוצע‬ ‫מבקרים‬ ‫ביום‬ ‫ביקרו‬‫ש‬ ‫מבקרים‬ ‫אחת‬ ‫פעם‬ ‫ביקרו‬‫ש‬ ‫מבקרים‬ ‫פעמיים‬ ‫ביקרו‬‫ש‬ ‫מבקרים‬ ‫ויותר‬ ‫פעמים‬ ‫לוש‬‫ש‬ CategoryA CategoryB CategoryC CategoryD CategoryE CategoryF CategoryF CategoryF CategoryF CategoryF Monthly Visitors Monthly Visitors- compare to last month This month Last month One visit two visit 3 visit More then once Total visits Bounce rate ‫יחיד‬ ‫עמוד‬ ‫הכוללים‬ ‫ביקורים‬ 74,994 132,202 39% 43% 36% 37% 38% 39% 40% 41% 42% 43% 44% 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 ‫יחיד‬ ‫עמוד‬ ‫הכוללים‬ ‫ביקורים‬ 132,202 74,994 % ‫נטישה‬ 43% 39% ‫נוכחי‬ ‫חודש‬ ‫קודם‬ ‫חודש‬This monthLast month ‫הגעה‬ ‫מקורות‬ ‫ממנועי‬ ‫הגעה‬ , 93,628 ,‫חיפוש‬ 31% ,‫אחרים‬ ‫אתרים‬ 18% ,55,876 ‫ירה‬‫יש‬ ‫הגעה‬ ,155,095 ,‫לאתר‬ 51% Traffic Sources Direct Search Engines Referrals
  8. 8. Top PagesTop Keywords ‫חיפוש‬ ‫מילות‬ 55,107 4,168 3,885 3,087 3,458 3,7394,9505,3436,175 41,002 0 10,000 20,000 30,000 40,000 50,000 60,000 ‫וכחי‬‫נ‬ ‫חודש‬ 55,107 6,175 5,343 4,950 3,739 ‫קודם‬ ‫חודש‬ 41,002 4,168 3,885 3,087 3,458 ‫בזק‬ ‫סטור‬ ‫בזק‬ bezeq ‫לקוחות‬ ‫ירות‬‫ש‬ ‫בזק‬ ngn ‫פופולריים‬ ‫דפים‬ 121,584 46,911 0 22,837 21,365 28,68829,96935,989 24,851 89,166 0 50,000 100,000 150,000 ‫וכחי‬‫נ‬ ‫חודש‬ 121,584 46,911 35,989 29,969 28,688 ‫קודם‬ ‫חודש‬ 89,166 0 24,851 22,837 21,365 ‫הבית‬ ‫עמוד‬ ‫מדיה‬ ‫מבצע‬ ‫סטרימר‬ ‫ותמיכה‬ ‫רות‬‫ש‬ ‫י‬‫ראש‬ ‫י‬‫ראש‬ ‫ט‬‫אינטרנ‬ ‫י‬‫ראש‬ ‫י‬‫איש‬ ‫בזק‬ Top Exit CategoriesTop Resources ‫ה‬‫נטיש‬ 43% 20% 14% 43% 7% 24% 77% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% ‫האתר‬ ‫כלל‬ ‫אינטרנט‬ ‫טלפון‬ ‫מבצעים‬ NGN ‫קשר‬ ‫צור‬ ‫שרות‬ ‫ותמיכה‬ 0% 20% 40% 60% 80% 100% ‫האתר‬ ‫כלל‬ ‫טרנט‬‫אינ‬ ‫טלפון‬ ‫מבצעים‬ NGN ‫ר‬‫קש‬ ‫צור‬ ‫רות‬‫ש‬ ‫ותמיכה‬ ‫לאתר‬ ‫ירה‬‫יש‬ ‫הגעה‬ ‫חיפוש‬ ‫ועי‬‫ממנ‬ ‫הגעה‬ ‫אחרים‬ ‫אתרים‬ General Data
  9. 9. Visitors Top pages Top keywords ‫חיפוש‬ ‫מילות‬ 13,271 1,427 1,760 1,079 962 1,603 4,950 1,9781,993 10,447 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 ‫וכחי‬‫נ‬ ‫חודש‬ 13,271 1,993 1,978 4,950 1,603 ‫קודם‬ ‫חודש‬ 10,447 1,427 1,760 1,079 962 ‫בזק‬ bezeq ngn ‫אינטרנט‬ ‫בזק‬ ‫לאומי‬‫בינ‬ ‫בזק‬ ‫פופולריים‬ ‫דפים‬ 27,102 30,072 22,991 8,073 8,357 10,024 11,889 24,892 20,79119,609 0 10,000 20,000 30,000 40,000 ‫וכחי‬‫נ‬ ‫חודש‬ 27,102 30,072 24,892 11,889 10,024 ‫קודם‬ ‫חודש‬ 19,609 22,991 20,791 8,073 8,357 - ‫מהיר‬ ‫ט‬‫אינטרנ‬ ‫י‬‫ראש‬ ‫ט‬‫אינטרנ‬ ‫י‬‫ראש‬ ‫ט‬‫אינטרנ‬ ‫מבצעי‬ ‫ים‬‫חדש‬ ‫ללקוחות‬ BNET ‫י‬‫ראש‬ BGAMES ‫י‬‫ראש‬ ‫מבקרים‬ 30,472 793 1,016 23,804 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 ‫וכחי‬‫נ‬ ‫חודש‬ 30,472 1,016 ‫קודם‬ ‫חודש‬ 23,804 793 ‫בחודש‬ ‫יומיים‬ ‫מבקרים‬ ‫מספר‬ ‫ביום‬ ‫ממוצע‬ ‫מבקרים‬ ‫מספר‬ Bounce Rate ‫יחיד‬ ‫עמוד‬ ‫הכוללים‬ ‫ביקורים‬ 11,188 14,720 20%20% 10% 15% 20% 25% 30% 35% 40% 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 ‫יחיד‬ ‫בעמוד‬ ‫ביקורים‬ 14,720 11,188 % ‫נטישה‬ 20% 20% ‫נוכחי‬ ‫חודש‬ ‫קודם‬ ‫חודש‬ Category A
  10. 10. Visitors Top Pages Top Keywords ‫פופולריים‬ ‫דפים‬ 24,812 8,266 6,383 6,530 4,249 4,898 7,457 6,783 5,365 18,327 0 5,000 10,000 15,000 20,000 25,000 30,000 ‫וכחי‬‫נ‬ ‫חודש‬ 24,812 8,266 6,783 7,457 4,898 ‫קודם‬ ‫חודש‬ 18,327 6,383 5,365 6,530 4,249 ‫טלפון‬ ‫י‬‫ראש‬ ‫רותים‬‫ש‬ ‫י‬‫ראש‬ ‫מסלולים‬ ‫י‬‫ראש‬ ‫קווים‬ ‫י‬‫ראש‬ ‫ביל‬ ‫בזק‬ ‫חיפוש‬ ‫מילות‬ 11,256 796 703 629 507 760 1,157 968 728 9,400 0 2,000 4,000 6,000 8,000 10,000 12,000 ‫נוכחי‬ ‫חודש‬ 11,256 728 968 1,157 760 ‫קודם‬ ‫חודש‬ 9,400 796 703 629 507 ‫בזק‬ ‫בזקביל‬ bezeq ‫לקוחות‬ ‫ירות‬‫ש‬ ‫בזק‬ ‫סטור‬ ‫בזק‬ ‫מבקרים‬ 16,045 440 535 13,200 0 5,000 10,000 15,000 20,000 ‫נוכחי‬ ‫חודש‬ 16,045 535 ‫קודם‬ ‫חודש‬ 13,200 440 ‫בחודש‬ ‫יומיים‬ ‫מבקרים‬ ‫מספר‬ ‫ביום‬ ‫ממוצע‬ ‫מבקרים‬ ‫מספר‬ Resources ‫הגעה‬ ‫מקורות‬ ‫ועי‬‫ממנ‬ ‫הגעה‬ , 30,627 ,‫חיפוש‬ 42% ,‫אחרים‬ ‫אתרים‬ 24% ,17,581 ‫ירה‬‫יש‬ ‫הגעה‬ ,25,236 ,‫לאתר‬ 34% Category B
  11. 11. Visitors Top pages Top Keywords ‫חיפוש‬ ‫מילות‬ 9,251 1,251 604 403 258 466 7271,048 1,883 5,540 0 2,000 4,000 6,000 8,000 10,000 ‫וכחי‬‫נ‬ ‫חודש‬ 9,251 1,883 1,048 727 466 ‫קודם‬ ‫חודש‬ 5,540 1,251 604 403 258 ‫בזק‬ ‫סטור‬ ‫בזק‬ bezeq ‫לקוחות‬ ‫ירות‬ ‫ש‬ ‫בזק‬ cze ‫פופולריים‬ ‫דפים‬ 47,026 24,181 4,273 3,490 4,304 2,314 0 568 843 575 573 4,6294,7497,311 00 0 10,000 20,000 30,000 40,000 50,000 ‫וכחי‬‫נ‬ ‫חודש‬ 47,026 24,181 7,311 4,749 4,629 4,273 3,490 4,304 ‫קודם‬ ‫חודש‬ 0 2,314 0 0 568 843 575 573 ‫מדיה‬ ‫סטרימר‬ ‫מבצעים‬ ‫י‬‫ראש‬ ‫מצגת‬ ‫מדיה‬ ‫בזק‬ ‫מבצע‬ ‫וארקיע‬ ‫חבילה‬ ‫ולבת‬‫מש‬ ‫מבצע‬ ‫ט‬‫טרנ‬‫אינ‬ ‫קו‬ ‫מבצעי‬ ‫טלפון‬ ‫הדור‬ ‫תב‬‫נ‬ ‫הבא‬ ‫מבקרים‬ 50,788 238 1,693 7,140 0 10,000 20,000 30,000 40,000 50,000 60,000 ‫וכחי‬‫נ‬ ‫חודש‬ 50,788 1,693 ‫קודם‬ ‫חודש‬ 7,140 238 ‫בחודש‬ ‫יומיים‬ ‫מבקרים‬ ‫מספר‬ ‫ביום‬ ‫ממוצע‬ ‫מבקרים‬ ‫מספר‬ Bounce Rate ‫יחיד‬ ‫עמוד‬ ‫הכוללים‬ ‫ביקורים‬ 2,177 32,368 10% 43% 10% 15% 20% 25% 30% 35% 40% 45% 50% 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 ‫יחיד‬ ‫בעמוד‬ ‫ביקורים‬ 32,368 2,177 % ‫נטישה‬ 43% 10% ‫נוכחי‬ ‫חודש‬ ‫קודם‬ ‫חודש‬ Category C
  12. 12. Visitors Top Pages Top Keywords ‫חיפוש‬ ‫מילות‬ 2,730 1,905 678 578 359 430 558669 2,310 2,568 0 500 1,000 1,500 2,000 2,500 3,000 ‫נוכחי‬ ‫חודש‬ 2,730 2,310 669 558 430 ‫קודם‬ ‫חודש‬ 2,568 1,905 678 578 359 ngn ‫בזק‬ ngn ‫בזק‬ ngn ‫בזק‬ bezeq ‫פופולריים‬ ‫דפים‬ 8,534 7,054 4,787 2,896 3,372 4,3325,035 2,873 5,961 0 2,000 4,000 6,000 8,000 10,000 ‫וכחי‬‫נ‬ ‫חודש‬ 8,534 7,054 5,035 4,332 ‫קודם‬ ‫חודש‬ 5,961 4,787 2,873 2,896 3,372 NGN ‫מפת‬ ‫פי‬ ‫על‬ ‫החיים‬ ‫עומד‬ ‫גדול‬ ‫הו‬‫מש‬ ‫לקרות‬ ‫בבית‬ ‫ובות‬‫ותש‬ ‫אלות‬‫ש‬ ‫מבקרים‬ 241 7,224 241 7,226 0 2,000 4,000 6,000 8,000 ‫וכחי‬‫נ‬ ‫חודש‬ 7,224 241 ‫קודם‬ ‫חודש‬ 7,226 241 ‫בחודש‬ ‫יומיים‬ ‫מבקרים‬ ‫מספר‬ ‫ביום‬ ‫ממוצע‬ ‫מבקרים‬ ‫מספר‬ Bounce Rate ‫לידים‬ ‫טפסי‬ - ‫המרה‬ ‫יחסי‬ 4081,034 1.4% 1.9% 0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 0 200 400 600 800 1,000 1,200 ‫לידים‬ ‫מספר‬ 1,034 408 % ‫לידים‬ ‫ולחי‬‫ש‬ 1.4% 1.9% ‫נוכחי‬ ‫חודש‬ ‫קודם‬ ‫חודש‬ Category D
  13. 13. 1313 Focus on LEADS !
  14. 14. ‫טופס‬‫לידים‬% ‫כללי‬ ‫קשר‬ ‫צור‬59027% ‫שירות‬ ‫קשר‬ ‫צור‬56826% ‫טכני‬ ‫קשר‬ ‫צור‬43820% ‫תמיכה‬ ‫קשר‬ ‫צור‬36017% ‫מכירות‬ ‫קשר‬ ‫צור‬22310% ‫כולל‬ ‫סכום‬2179100% ‫קשר‬ ‫צור‬ ‫טופס‬‫לידים‬% ‫מהיר‬ ‫אינטרט‬66545% ‫גלישה‬ ‫חבילות‬44230% BGAMES14510% Bnet1299% ‫וירוס‬ ‫אנטי‬524% ‫רשת‬ ‫תמיכת‬262% B14420% ‫מגה‬ 4 ‫מכירת‬10% ‫כולל‬ ‫סכום‬1462100% ‫אינטרנט‬ ‫טופס‬‫לידים‬% ‫סטרימר‬ ‫מדיה‬54953% ‫אינטרנט+לפטופ‬12612% ‫מבצעים‬ ‫על‬ ‫עדכונים‬ ‫קבלת‬12512% Bnet10110% ‫דירה‬ ‫מעברי‬586% ‫טלפון‬ ‫קו‬ ‫מבצעי‬495% ‫שירה‬ ‫מעברי‬101% Bnet USB71% B14461% 26 ‫סמסונג‬ ‫מחשב‬ ‫מסך‬30% ‫כולל‬ ‫סכום‬1034100% ‫מבצעים‬ ‫טופס‬‫לידים‬% ‫טלפון‬ ‫גלריית‬23036% ‫שלושים‬ ‫משתלם‬ ‫מסלול‬8113% ‫טלפון‬ ‫קו‬6310% Fax2mail609% ‫אגורות‬ ‫באפס‬ ‫דבר‬488% ‫מזוהה‬ ‫שיחה‬213% ‫קבע‬ ‫הוראת‬173% ‫קולי‬ ‫תא‬152% ‫בהוצאות‬ ‫חיסכון‬ ‫מחשבון‬142% ‫נבחרים‬ ‫יעדים‬ ‫מסלולי‬122% SMS ‫הודעות‬112% ‫וירטאולי‬ ‫קו‬102% ‫שיחות‬ ‫הקלטת‬102% ‫הגבלה‬ ‫ללא‬ ‫שיחות‬ ‫מסלולי‬91% ‫קארד‬ ‫בזק‬81% ‫טלקמפוס‬51% ‫קווים‬ ‫גלריית‬51% ‫ועידה‬ ‫שיחת‬41% ‫מספרים‬ ‫ניוד‬41% ‫שיחות‬ ‫חסימת‬20% ‫חיוג‬ ‫אל‬20% ‫גוביינא‬10% 144 SMS10% ‫כולל‬ ‫סכום‬633100% ‫טלפון‬ ‫טופס‬‫לידים‬% ‫קבע‬ ‫הוראת‬14462% ‫מהירות‬ ‫בדיקת‬8838% ‫כולל‬ ‫סכום‬232100% ‫ותמיכה‬ ‫שירות‬ ‫טופס‬‫לידים‬% NGN ‫מהירות‬75100% ‫כולל‬ ‫סכום‬75100% NGN ‫טופס‬‫לידים‬% IP CENTRIX5224% ‫טלפון‬ ‫קו‬3818% ‫אחד‬ ‫ועוד‬ ‫אחד‬2713% ‫גלישה‬ ‫חבילות‬115% B144105% ‫מבצעים‬ ‫על‬ ‫עדכונים‬ ‫קבלת‬94% ‫תקלה‬ ‫בנושא‬ ‫פניה‬84% ‫ארצי‬ ‫מספור‬84% ‫מהיר‬ ‫אינטרנט‬84% Fax2mail63% ‫שיחות‬ ‫נתב‬63% IPVPN63% PRI31% ‫מוביל‬ ‫מספר‬31% ‫קו‬ ‫מולטי‬31% ‫מטרו‬ ‫תימסורת‬21% Bnet21% ‫סנטר‬ ‫דאטה‬21% (‫)ריק‬10% ‫שיחות‬ ‫הקלטת‬10% SMS ‫הודעות‬10% ATM10% HD Voice10% ‫משלימים‬ ‫ואביזרים‬ ‫מחשבים‬10% ‫עוקבת‬ ‫קידומת‬10% ‫תימסורת‬10% Ethernet Direct10% ‫כולל‬ ‫סכום‬213100% ‫עסקי‬
  15. 15. 1515 Thank You Slide… What did the VP Marketing Remembered ? Unique Visitors? Bounce Rate ? Conversion Rate ? Top Keywords ? Top Exit Pages ?
  16. 16. Lets Get Practical !
  17. 17. The Problem with Web Analytics reports Clickstream Insights
  18. 18. Actionable Web Analytics Clickstream KPI’s Testing (A/B( Traffic Analysis Benchmarking Insights
  19. 19. Thumb Rules • Understand your Business Environment • Understand your Conversions Value – Value = Income / Gross Profit / Net Profit ? • Understand your Growth Potential – What is my market share ? • Connect data to Business Logic • Higher Conversion Rate = Higher Profitability • Higher Volume = Higher Growth Potential
  20. 20. Thumb Rule • KISS – Keep It Simple & “Stupid” • So even the Marketing VP would understand
  21. 21. Source: Avinash Kaushik the great http://www.kaushik.net/avinash/2010/06/win-web-metrics-line-sight-net-income.html Income sell higher value products increase purchase tendency cross sale / up sale Conversion Value Cost Conversion reduce cost of traffic improve conversion rate increase returning buyers Net Incomes/ Profit Market Share generate more traffic improve marketing message improve landing pages Growth Potential Market Size can you grow your market? look for niche markets look for a better job ! Income sell higher value products increase purchase tendency cross sale / up sale Cost Conversion reduce cost of traffic improve conversion rate increase returning buyers Market Share generate more traffic improve marketing message improve landing pages Market Size can you grow your market? look for niche markets look for a better job ! Income sell higher value products increase purchase tendency cross sale / up sale Cost Conversion reduce cost of traffic improve conversion rate increase returning buyers Market Share generate more traffic improve marketing message improve landing pages Market Size can you grow your market? look for niche markets look for a better job !
  22. 22. KISS - Keep It Simple Sample 1
  23. 23. Income sell higher value products increase purchase tendency cross sale / up sale Conversion Value Cost Conversion reduce cost of traffic improve conversion rate increase returning buyers Net Incomes/ Profit Market Share generate more traffic improve marketing message improve landing pages Growth Potential Market Size can you grow your market? look for niche markets look for a better job ! Income sell higher value products increase purchase tendency cross sale / up sale Cost Conversion reduce cost of traffic improve conversion rate increase returning buyers Market Share generate more traffic improve marketing message improve landing pages Market Size can you grow your market? look for niche markets look for a better job ! Income sell higher value products increase purchase tendency cross sale / up sale Cost Conversion reduce cost of traffic improve conversion rate increase returning buyers Market Share generate more traffic improve marketing message improve landing pages Market Size can you grow your market? look for niche markets look for a better job ! √ ? ? √
  24. 24. Income sell higher value products increase purchase tendency cross sale / up sale Conversion Value Cost Conversion reduce cost of traffic improve conversion rate increase returning buyers Net Incomes/ Profit Market Share generate more traffic improve marketing message improve landing pages Growth Potential Market Size can you grow your market? look for niche markets look for a better job ! Action Action improve funnel on your site Russian caviar - special offer Action increase advertise on relevant channels translate advertising into Russian translate landing pages into Russian Action create awareness - Display advertising
  25. 25. KISS - Keep It Simple Sample 2 $437 $217 $920 $78 $79 2217 4264 52 404 390 $299647 Netex.mako.co.il
  26. 26. Summary • Understand your business logic • Attached business value to your data • Search for data that can make great change very fast • Don’t start “event tracking” every button and every menu • Take simple actions to increase profitability of your activity • Give your management only the… Business Bottom Line !
  27. 27. One of our customers – Bottom Line “I showed my management how you took 500,000 shekels and created 57,000,000 worth of sales with your SEO and Analytics sh……..t.” “They loved this slide, and I got a great bonus!” “Send me the work order for next year… I’ll sign it.”
  28. 28. Turn your Site into Business Thank You ‫רבה‬ ‫תודה‬ ‫جزيل‬ ‫شكرا‬ Большое спасибо muchas gracias www.gim.co.il adir@gim.co.il 09-8855824

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