DIBS: Webinar for dummies


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Webinar for DIBS on web analytics in general and Google Analytics in particular.

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DIBS: Webinar for dummies

  1. 1. Who am I?Work at Brightstep, market leading Multi-Channel consulting firmDigital analyst10+ years experience in web and userbehavior, both as consultant and on clientside
  2. 2. “Web analytics reports are just lumber. It takes an architect, adesigner, a builder and a lot of other skills to turn it into a house.” Jim Sterne
  3. 3. Web analysis – continuos improvment Define KPI’s Define Make interaction data improvements COMPETENCE Processes Tools Capture Report result interaction data Analyse result
  4. 4. 1.Decide 2.Define 3. Measure • What do you most of all want people to do? • If they don’t do that – what do you do then? • How do you know that they are doing what you intended?
  5. 5. The web is measurableHow people arrive How people respondHow people navigate What technology people are usingWhat they generate Who they are
  6. 6. Vistor flow Attract Nurture Welcome Visitor satisfaction / Task completion Convert Engage Interest
  7. 7. Vistor flow Attract Social media, displayads, SEM, SEO, E-mail and affiliate marketing. Nurture Welcome CRM Customised landing Follow up pages Visitor satisfaction / Task completion Convert Engage Close the deal Content interest Interest Purchase intrest Create a sense of security
  8. 8. Vistor flow Attract Social media, displayads, SEM, SEO, E-mail and affiliate marketing. Sources, keywords, medium, campaigns Nurture Welcome CRM Customised landing Follow up pages Returning Bounce rate, visits customers/visitors User experience analysis Visitor satisfaction/Task Time spent, Conversion rates, cart completion engagement index, abandonment rate paths Convert Engage Close the deal Most visited pages, Content interest internal search, product pages Interest Purchase intrest Create a sense of security
  9. 9. Metrics Page Page Page ”Visitor” Visit 1 A B A = a web browser that have been to Page Page Page your site within Visit 2 A B C a specific timeframe Visit 3 Page Page Page A C BA visitor ≠ visits
  10. 10. KPI – why and what?KPIs, or key performance indicators, help businessesachieve their goals through the definition andmeasurement of progress. They connect strategy toresults.• The KPIs selected must – reflect the goals and objectives – they must be key to its success – they must be measurable – they must have an owner
  11. 11. KPI - exampleThe overall purpose for the site is to in a easy and clear way guide the visitor to the rightproduct for their needs so that we can meet the busininess objectivesGoals Increase sales Increase customer Reduce cost satisfiction By increasing the conversion rates on site By guiding them to relevant products By answering customers most pressing or information questionsKPI Overall conversion rate Click-through rate on Help – conversion rate (# of check-out/# visits) internal campaigns (#click/#exposures) Lead – conversion rate Bounce rate Support calls (# on store locator page/# visits) (#visits with only one page/#visits) Cart abandoment rate Information find rate (# visits who start checkout / # add to cart clicks) Search to purchase conversion rate (# orders attributed to searchers / # visits to search result page) Click-to-conversion rate (# conversions from campaign / # clicks on campaign)
  12. 12. Always ask:Why? Why? Why?What are you going to do with the information?If you don’t plan to act – don’t report
  13. 13. Best practice Decide on what to measure Always have a ”raw” profile Set-up goals in the tool Set-up alerts Build dashboards and customised reports Automate reporting as much as possible
  14. 14. E-commerce tracking Use it to find trends Relative numbers Follow both the overall converion rate but also f. ex. the search to conversion rate Add extra tagging so that you can follow if people add to cart. Set goals in the tool as well. (cart abandoment rate)
  15. 15. Segment! Build segments that make sense for your business Behavioral segments • Based on what the visitors are doing, f.ex. based on landing pages, events or other Technographic segments • Based on which type of devices, browsers etc that the visits are done with Customer segments • If you have extra tagging to separate f. ex. private customers and company customer or
  16. 16. Segment! Test your segments.
  17. 17. Follow the visitors journey Analyse the movement on site Segment when you look at this Follow the goal funnels
  18. 18. Dashboards and custom reports Think before you build on what do you need to know. If you have multiple site you can build a dashboard and share the template to your other profiles Automate sending the dashboards or reports
  19. 19. What to do? Compare Trend Relate to KPI ACT!
  20. 20. Brightstep AB Åsa Jonsson Mobile +46 70 536 03 66 Mail: Asa.jonsson@brightstep.se @sayonsson www.brightstep.se.