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Measure what Matters - Outcomes


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Presentation from CIMCIG Digital Marketing Workshop in March 2011. This presentation focuses on measuring what matters for your website.....outcomes or leads and understanding conversion rates.

Published in: Technology, Business
  • Ha ha, yep always hard to make a presentation work perfectly in Slideshare as you don't have all the verbal comments automatically included. Great presentation though, useful reading.
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  • Hi James,

    Of course. A lesson learnt here, if creating a presentation for speaking events, remember to add the points into the slide which were said verbally for when reading back on Slideshare.
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  • Thanks for sharing Pritesh. One comment about bounce rate - high doesn't necessarily mean poor page performance. It could be a logical outcome e.g. blog posts usually attract much higher bounce rate than product landing pages due to nature of visitor intent.
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Measure what Matters - Outcomes

  1. 1. Measuring what matters By @priteshpatel9 Blog: Twitter: @PauleyCreative Facebook:
  2. 2. Measurement Tools <ul><li>Problems or issues with measurement: </li></ul><ul><li>Reporting ‘nice to knows’ rather than ‘must know’ </li></ul><ul><li>Overwhelming amount of data </li></ul><ul><li>Interpretation of data </li></ul>
  3. 3. This is nice to know…
  4. 4. And this….
  5. 5. And this….
  6. 6. Stop focusing on ‘nice to knows’ and start measuring the ‘must knows’
  7. 7. Outcomes
  8. 8. What are outcomes?
  9. 9. The Conversion Funnel
  10. 10. How do I measure outcomes? <ul><li>Measure outcomes by creating ‘thank you’ pages after an action </li></ul>
  11. 11. The ‘Thank You’ Page
  12. 12. Tracking the ‘Goal’ page <ul><li>Set up Google Analytics to track ‘thank you’ pages as Goals </li></ul>
  13. 13. Measure what matters <ul><li>Now you can view all the outcomes/goals which happen on your website over a period of time. </li></ul>
  14. 14. Important K.P.I’s <ul><li>Conversion Rate – how many outcomes have been generated? </li></ul><ul><li>But what are the other 76% doing? </li></ul>
  15. 15. Important K.P.I’s <ul><li>Visitor Loyalty – how often do people keep coming back? </li></ul>
  16. 16. Setting Objectives & Outcomes <ul><li>Objective: Get visitors to complete more online product specifications </li></ul><ul><li>KPI: Online specification sign up conversion rate </li></ul><ul><li>KPI: Online specification completion rate </li></ul><ul><li>KPI: Visitor Loyalty </li></ul><ul><li>Example of setting objectives and outcomes for a website which has an online calculation/specification tool to generate leads </li></ul><ul><li>Focus your measurement on what matters, your objective! </li></ul>
  17. 17. Bounce Rate
  18. 18. The Bounce Rate <ul><li>The ‘sexiest’ metric of them all </li></ul><ul><li>Measures visits with only one page view </li></ul><ul><li>High bounce rates (60%+) requires investigation: </li></ul><ul><li>Poor content or design </li></ul><ul><li>Landing page has no relevancy </li></ul><ul><li>Poor quality traffic being sent by source </li></ul>Poor performance Good performance
  19. 19. The Bounce Rate <ul><li>View the bounce rate for all key pages on your site </li></ul><ul><li>Above data shows 2 key pages performing poorly. Must fix these pages in order to keep people on my website </li></ul>
  20. 20. The Bounce Rate <ul><li>View the bounce rate for keywords used to get to your site </li></ul><ul><li>Above data shows 4 keywords attracting poor traffic. Is it because the search query doesn’t match my content? </li></ul>
  21. 21. The Bounce Rate <ul><li>View the bounce rate for each source </li></ul><ul><li>Above data shows 1 source sending unqualified traffic. Either improve the messaging or eliminate from spending anymore </li></ul>
  22. 22. Measure sources of traffic
  23. 23. Tracking Sources <ul><li>Tracking & reporting outcomes by source is important </li></ul><ul><li>This is where you are spending valuable budget on driving traffic to your website. You need to know if it’s well spent. </li></ul>
  24. 24. Tracking Sources <ul><li>Campaign set up is a pretty complex procedure </li></ul><ul><li>Involves tagging links and creating unique identifiers for all links </li></ul><ul><li>Tagging requires consistency across campaigns and channels </li></ul>Read our guide to Tagging : utm_source=building_apr & utm_medium=bannerad & utm_campaign=ProductAlaunch
  25. 25. Measuring Print <ul><li>Use unique URL’s or microsites (e.g </li></ul><ul><li>Use shortened URL’s where possible (tinyurl, </li></ul><ul><li>Unique phone numbers (0845 445 445 and 0845 445 446) </li></ul>
  26. 26. Conversions by Source <ul><li>Make better decisions as to where more resources are to be placed and which sources are to be eliminated. </li></ul>
  27. 27. Calculating Cost Per Lead <ul><li>Specification tool email campaign </li></ul><ul><li>Cost = £500 to design and broadcast email to database </li></ul><ul><li>556 visits to the landing page from the email campaign </li></ul><ul><li>153 signed up for the Specification tool </li></ul><ul><li>27.5% conversion rate </li></ul><ul><li>£3.26 per lead </li></ul><ul><li>Work out the cost per lead for all your activities. Which campaigns have cost the most to generate leads? Was it worth it? </li></ul>
  28. 28. Cost Per Lead Comparison <ul><li>View conversions and cost per lead for every campaign and source of traffic. Don’t make decisions based on number of visits </li></ul>Source Cost Visits Conversions Conversion Rate CPL Print Ad 1 £5,000.00 89 75 84.27% £66.67 Print Ad 2 £2,500.00 83 34 40.96% £73.53 Print Ad 3 £8,000.00 145 21 14.48% £380.95 Email 1 £550.00 550 146 26.55% £3.77 Email 2 £550.00 700 153 21.86% £3.59 Newsletter 1 £300.00 23 2 8.70% £150.00 Newsletter 2 £300.00 20 2 10.00% £150.00 Banner Ad 1 £2,500.00 87 3 3.45% £833.33 Banner Ad 2 £1,500.00 100 14 14.00% £107.14 Banner Ad 3 £3,000.00 7 0     Directory Link 1 £250.00 5 0     Directory Link 2 £100.00 8 2 25.00% £50.00
  29. 29. If you have an e-commerce site <ul><li>Identify which sources are generating you good revenue for little cost. Where do you put most of your efforts? Twitter? Blog? </li></ul>
  30. 30. Part of an Ongoing Process
  31. 31. Summary <ul><li>Overwhelming amount of data – measure what matters </li></ul><ul><li>Important to set objectives for your website </li></ul><ul><li>Ensure you identify what the goals are on your website </li></ul><ul><li>Create Thank You pages or Confirmation pages for every goal </li></ul><ul><li>Create Goals in Analytics </li></ul><ul><li>Ensure you report Conversion Rates and Cost Per Lead </li></ul><ul><li>Keep testing and refining your campaign to increase conversion rate or reduce cost per lead </li></ul>
  32. 32. Construction Marketing Blog: My Digital Insider Newsletter: