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10 Ways to Be Strategic with Web Analytics - Presentation for RootsTech Feb 2011

Download to read offline

This is a presentation I made at FamilySearch RootsTech conference February 2011. It is now 9 years later yet the content is just as true, relevant, and insightful.

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10 Ways to Be Strategic with Web Analytics - Presentation for RootsTech Feb 2011

  1. 1. 1 10 Ways to Be Strategic with Web Analytics
  2. 2. 2 10. Keep Your Eye on the Prize
  3. 3. 3
  4. 4. 4 9. Not everything that can be counted counts
  5. 5. 5 9. Not everything that can be counted counts Can Be Counted Counts
  6. 6. 6 9. Not everything that can be counted counts Can Be Counted Counts Page Views Hits Visits Visitors Registrations Click thru Purchases Time on Site Time on Page Bounce Rate Conversion Rate Gain Faith Further Lord’s Work Develop Testimony
  7. 7. 7 8. Be Compelling
  8. 8. 8 8. Be Compelling
  9. 9. 9 7. Data Beats Guesses
  10. 10. 7. Data Beats Guesses Two Case Studies • Should you offer users help to adjust font size? • Studies say yes • 100% of people who cited external data were right • 25% of people who relied on personal opinion were right • Basing decision on data quadrupled the probability of being right • A/B test: Version A and B of online banking interface • 3 usability attributes: Time to Complete, Success Rate, and Satisfaction • On all 3 attributes, version B scored best • Showed designs to people in web design course • Going on personal guesses, probability of choosing best design was 50%
  11. 11. 11 6. Questions Before Data
  12. 12. 12 6. Questions Before Data • We must understand the difference between a business question and a report request • These are all report requests… – How many hits has the site gotten? – How much traffic is coming to our website? – What’s the bounce rate? • Ask: What business problem are you trying to solve?
  13. 13. 13 6. Questions Before Data Example • Request for Data: How many people click on the Carousel Hero Banner on LDS.org? • Real Business Question: Are the benefits of Carousel Hero Banner worth the screen real estate it takes up?
  14. 14. 14 10K Clicks 60K Clicks 20K Clicks 2K Clicks
  15. 15. 15 6. Questions Before Data • Advice to Analysts: – Seek to understand the strategic questions of the business – Don’t just provide data. Provide answers and insights. • Advice to Business folks: – Bare your soul. Share questions that keep you up at night – Seek insight, not just reports. • Soon you’ll be getting (or giving) questions like: – How can we improve the registration rate on our site? – What are the most productive sources of traffic? – What is the impact of our website on our call center? – Which banner ad is most effective in driving conversions?
  16. 16. 16 5. Ask “So What?” Three Times
  17. 17. 17 5. Ask “So What?” Three Times • “Ask every web metric you report the question "so what" three times. Each question provides an answer that in turn raises another question (a "so what" again). If at the third "so what" you don't get a recommendation for an action you should take, you have the wrong metric. Kill it.” – By Avinash Kaushik, www.kaushik.net, Kill Useless Web Metrics: Apply The "Three Layers Of So What" Test, Mar 8, 2010, Emphasis added.
  18. 18. 18 5. Ask “So What?” Three Times • Example • Analyst: “Our search engine referrals have increased 10%.” • Business Owner: “So what?” • Analyst: “The data shows the visitors who come to the site through search engines are twice as likely to register.” • Business Owner: “So what?” What do we do?” • Analyst: “I have identified dozens of keywords that we should target. Optimizing pages around these phrases could double our search referrals, and drastically increase registration rate and volume.” • Business Owner: “That’s fantastic. Let's do it.”
  19. 19. 19 4. Use a Balanced Scorecard
  20. 20. 20 4. Use a Balanced Scorecard • Any one metric can be manipulated – Visitors: can be inflated thru aggressive marketing • But bounce rate may suffer – Page views: can be increased (or decreased) due to site design • But return visitor numbers may suffer – Conversion rate: can be increased by targeting niche audiences • But overall conversions may decrease – Time on site: can be increased by adding interesting content • But that may distract from sites goals and reduce conversion • Try getting multiple metrics to improve simultaneously
  21. 21. 21
  22. 22. 22 3. Look at trends rather than level
  23. 23. 23 3. Look at trends rather than level • Give data context through… – Trends – Percentages – Comparisons
  24. 24. 24 • 15,000 iPhones visit LDS.org each month (report from summer 2008) • How confident are you in that exact number? Low. • High degree of confidence in: – The upward trend over time – The % of iPhone visitors (~1% of LDS.org visitors) – The distribution of iPhone usage across our websites • More iPhones use Scriptures and Gospel Library than other websites
  25. 25. 25 2. Align Goals and Tactics
  26. 26. 26 2. Align Goals and Tactics Strategic TacticalGoals and Objectives Strategies Sites Features Tactics and KPIs The tactical metrics are indicators on how well a site is performing against high-level goals.
  27. 27. 27 KPIs Tactics/ Site Features ObjectivesPurposeGoals Hasten the Work of the Lord though Proclaiming the Gospel and Reputation Management Inspire members to share the gospel online Motivate and Inspire Why Share: Elder Ballard’s talk Visits, Downloads, Views, Time on Page, Bounce Rate, Search Rf Inform and provide examples Why I Share – Stories Visits, Views, Time on Page, Bounce Rate Other A/V Videos: Bounce Rate, Search Referrals Teach members how to share the gospel online Instruct How to Online In Plain English: RSS, Social Bookmarking, etc. Views, Time on Page, Bounce Rate, Provide findable and sharable content Site Search and Navigation Most Popular content and sections, site search terms, zero result searches, search conversion Push out negative results in SERPs Distribute Optimized Content Provide Optimized Image Galleries Visitors, Downloads, Search Ref, Key images Google Rank Provide Badges and Widgets for Key Landing Pages Code Grab Its, Widget and Badge Referrals, LP Google Rank Optimize LDS Share itself Blog, LDS Share Badge RSS subscribers, Comments, Badge Referrals Share It, Fav-ing and Liking-type features Search referrals, Bounce, Visitor growth, Usage stats : % of visitors liking, # of times shared User Generated Content Submit Pictures: “Temple” pictures, “Mormon” pictures, etc. # of submissions, # of good submissions
  28. 28. 28 1. Hold People Accountable
  29. 29. 29 1. Hold People Accountable • #7 of Omniture’s Seven Common Mistakes in Web Analytics: No accountability for Web data • “Accountability drives adoption and change.” – From Seven Keys to Creating a Data-Driven Organization • “When performance is measured, performance improves. When performance is measured and reported, the rate of improvement accelerates.” – Thomas S. Monson, October 1970 General Conference
  30. 30. 30 10 Ways to Be Strategic with Web Analytics • 10. Keep Your Eye on the Prize • 9. Not everything that can be counted counts • 8. Be Compelling • 7. Data Beats Guesses • 6. Questions Before Data • 5. Ask “So What?” Three Times • 4. Use a Balanced Scorecard • 3. Look at trends rather than level • 2. Align Goals and Tactics • 1. Hold People Accountable

This is a presentation I made at FamilySearch RootsTech conference February 2011. It is now 9 years later yet the content is just as true, relevant, and insightful.

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