Time to look at the results


Published on

Winston Churchill once said: "However beautiful the strategy, you should occasionally look at the results". The same is the case when you've just launched that new website. The usual marketing approach is to hammer and hammer and hammer and hammer and hammer and hammer and hammer messages across until some kind of response is achieved. Instead Lars proposes setting the right digital KPIs and merge intelligence from analytics with constant improvements to the site. It is not rocket science, but a change in how digital is executed and a shortcut to creating more value.

Presented by Lars Bøgner, Manager New Digital Solutions at LEO Pharma on 16 April 2013 at the J. Boye conference on "Digital Changes Everything"

Published in: Technology, Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Time to look at the results

  1. 1. Time to look at the ResultsMeasuring and Increasing theoutcome of digital activitiesp. 0117 April 2013
  2. 2. p. 0217 April 2013Looking at three basic performance indicators.If number of visitors is low, Bounce Rate is high and Time on Site is Low – we need to act!Below is an example of the performance of a selection of our campaign sitesSetting the scene
  3. 3. Why these sites in the first place?17 April 2013p. 03- Define Objective:- Target groups (who and where in the “Patient Journey”),- Messaging (what to communicate – issue to move)- Goals (success criterias)- Do Landscape Analysis:- Who is currently targeting this online? (White space)- Competitors- 3rd party we can collaborate with- Other strong sources?- Current level of communication around issue (Noise & Opportunities)Do we have a process in place that secures that no new activities arestarted without a discussion of purpose?
  4. 4. Setting the best digital KPI’sLinking the business goal to digital goals17 April 2013p. 041. Measurability2. Getting as close to a “purchase” as possible3. Start with setting a complete conversion from “customer” initiation to final“buy”.- Set a “pre-site KPI”. The possible measureable actions before the“customers” enters the site,- And a “Post-site KPI”. The actions after the customer has left the site.4. Set the main on-site KPI.- e.g. a flow from a landing page => Conversion page => Exit page- e.g. “Taking action" => "How to check you skin" => "What to do next“5. Put a $ value on the KPI.- What is a conversion worth ?- What are you willing to pay ?- Has the investment in the site/campaign paid of?- Also helps you for your PPC activities.
  5. 5. 17 April 2013p. 05= Page on site= Landing pages= Conversion funnelOn siteOn Social Media= Pages/Blogs/Forums/Influencers on social talkingabout our issues, messages, campaigns, brandsOn-site KPI’s and Social KPI’sSearch Keywords
  6. 6. Measuring points17 April 2013p. 06Site Performance:All our websites have an Google Analyticstracking code installed.Via this we have analyzed areas like:- Traffic Trends & Sources- Content Analysis- Visitor Behavior (Including Mobile &Social)- Conversions- Technical issuesSitePerformance:Google Analytics.Bounce rate, time on site, sitedepthExternal factors:SEO & Social Media Analysis.Which keywords drive to oursite? How is our brand &campaign effect in SM?Insights
  7. 7. Measuring points17 April 2013p. 07External factors:With social media our messaging isspread on other sites than our own. Thisimpact is as relevant at the siteperformance – or even more!Via this we have analyzed areas like:- Social media campaign mentions- Share of Voice: by brand- Share of Voice: by therapeutic area- Effect of campaign in terms of reachand target audienceSitePerformance:Google Analytics.Bounce rate, time on site, sitedepthExternal factors:SEO & Social Media Analysis.Which keywords drive to to oursite? How is our brand &campaign effect in SM?Insights
  8. 8. On site insightsSetting of KPI’s, Goals and Funnels17.04.2013p. 08Only one of the 8 sites had set a KPI in the analytics tool, and it was not aoptimal KPI.“Number of Visits” is not enough. If they Bounce and the time-on-site is verylow, it’s a bad hit.ACTION: Do local “Setting KPI workshops”
  9. 9. On site insightsLanding pages (SEO) and ”less is more”17.04.2013p. 09People do not access your site from the frontpage.Looking into what people are searching for in Google shows us what drivestraffic to the site.And do we not have the right content – they will bounce…ACTION: Focus content of the site for- Optimisation of the landing pages- And on strengthening the setup funnels of the site for a higher conversion
  10. 10. Social insightsCampaign-, brand spread and Influencers17 April 2013p. 010The talk about the local campaigns and our brands on Social Media is low.Spread is low, and there is a potential for working with influencers.ACTION: Work with the best influencers
  11. 11. Tech changesSEO change frontpage + Optimize mobile17 April 2013p. 011
  12. 12. 17.04.2013SitePerformance:Google Analytics.Bounce rate, time on site, sitedepthExternal factors:SEO & Social Media Analysis.Which keywords drive to to oursite? How is our brand &campaign effect in SM?InsightsTechOptimize site settings, tagging,video settings, shareability etc.Set GA KPI’s(Goals/funnels/conversions)SEO/SMAAdjust content based on SEO &external factors insights.Optimisation of landing- andindividual pagesSite ActionsContentCreate landing pages. Buildcontent to target search. Adjustconversion flow from landingpages. UX based changes.DrivePaid media strategy:Adwords, re-targeting,behavioral targettingMeasureTrack goalsOptimiseAdjust on all levers:KPIs (on site + social), Paidmedia, SEO & contentThe Campaign Value Optimisationflow that can be used locally forconstant observation & optimisationof the performance.
  13. 13. SummaryA change in how digital is executed17 April 2013p. 013New focus:- Identification and maintenance of online KPIs for business goals and objectives- Definition and support on conversion paths and most wanted responsesaccording to target groups.- Support in increasing the number of relevant visitors.Global and local media plan strategy. Cost pr. Lead-and budget setting (ADwords, re-targetting, behavioral targetting)- Improve conversion rates (HCP, Patient, Mobile, Corp.)- Improve visitor experience by giving input to content improvements via externalfactors (Social, Keywords and taxonomy)- Best practice sharing- Scheduled “performance meetings”