Ei Presentation on analytics


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30-40 minute intro to analytics

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  • Ei Presentation on analytics

    1. Web Analytics
    3. Information super highstreet…
    4. Geography 101
    5. Which begs the question… Should they spend money on localising their website?
    6. These guys did… “ While we're on the subject of international adventures, it should be noted that Twitter has officially launched in Japan. We noticed a significant percent of Twitter usage consistently originating from Japan despite the fact that our service is in English . This highlighted an opportunity for us to make Twitter better so we worked with our partner in Japan, Digital Garage to launch a Japanese version of Twitter”. Biz Stone
    7. Web analytics is… <ul><li>Four Goals </li></ul><ul><ul><li>Better understand your users </li></ul></ul><ul><ul><li>Make web design decisions based on data , not hunches (or pressure) </li></ul></ul><ul><ul><li>Improve your website (remove barriers) </li></ul></ul><ul><ul><li>Improve conversions and sales </li></ul></ul>
    8. Where it should fit (in our view)
    9. The real world?
    10. Good analytics = take action <ul><li>2006 Forrester Research: Biggest challenge with analytics? </li></ul><ul><li>53% say Acting on Findings </li></ul>
    11. The conversion story… 1. Analytics setup 2. Analytics review 3. Client makes web site changes Without GA Analytics will tell you the where and the what , not the why
    12. Measuring content <ul><li>7 Days Free or continue at $24.95 for eight weeks at a saving of 50% </li></ul><ul><li>OR </li></ul><ul><li>7 Days Risk Free then continue at just $24.95 for 8 weeks (50% savings) </li></ul>12%
    13. Art and sole of design Exhibit A Exhibit B Source: Jared Spool, User Interface Engineering “What Users Want”, uie.com
    14. Measuring the search experience
    15. Measuring the search experience
    16. Measuring the search experience
    17. Measuring the search experience Now let’s test our search engine based on the data (then buy a better one)
    18. Where’s the pain? <ul><li>Exit Reasons: </li></ul><ul><li>Overlong payment form </li></ul><ul><li>Poor layout </li></ul>Exit Reasons: P oor search experience Browsers Buyers Exits = 95.4% Exits = 59.6%
    19. Where do we start?
    20. Goal 1: sell car insurance online
    21. A speed bump for our customers
    22. What was our goal again? WTF?
    23. Removing obstacles Last Monday at 5:13 PM we removed CAPTCHA from Sampa. The result: 9.2% improvement on our conversion rate! Marcelo Calbucci http://marcelo.sampa.com/
    24. Removing obstacles
    25. Why web analytics? <ul><li>Back to our four goals : </li></ul><ul><ul><li>Better understand our users </li></ul></ul><ul><ul><li>Make web design decisions based on data, not hunches (or pressure) </li></ul></ul><ul><ul><li>Improve our website (remove barriers) </li></ul></ul><ul><ul><li>Improve conversions and sales </li></ul></ul>
    26. Implementing analytics
    27. The challenge of web analytics <ul><ul><li>Identify the metrics that matter </li></ul></ul><ul><ul><li>Ignore the ones that don't </li></ul></ul><ul><ul><li>Use metrics that are actionable – that lead to making a change </li></ul></ul>
    28. Goals <ul><li>Multiple KPIs </li></ul><ul><li>What’s important to them? </li></ul><ul><li>How would they define a successful visit? </li></ul><ul><li>Stickiness, good or bad? </li></ul>
    29. Data-democracy: metrics that matter <ul><li>Access to data they want & need </li></ul><ul><li>Digestible data </li></ul><ul><li>Regular data, so they can see the value of their decisions </li></ul>
    30. Access
    31. Digestible data: visualisation
    32. Regular updates