Joost van der Kooij Planning an d   evaluation
<ul><li>The process / strategy… </li></ul><ul><li>Evaluation </li></ul><ul><li>Funnels  </li></ul><ul><li>Action planning ...
engagement conversion persuasion Internet strategy ….
engagement conversion persuasion EVALUATION?! Internet strategy ….
Evaluation “ However beautiful the strategy, you should  occasionally look at the results’’ Sir Winston Churchill  (1874 –...
Evaluation <ul><li>1 Analyze visitors information    Google Analytics –  www.google.com/analytics   </li></ul><ul><li>In ...
 
 
 
 
 
Your analysis?
Top landing pages
Top exit pages
Funnels <ul><li>Measuring conversion ratio </li></ul><ul><li>Learn from your visitors  </li></ul><ul><li>Continous improve...
 
Step 1
Step 2
Step 3
Graçias por su suscripcion! [ inicio ] Goal!
342 801
Step 1 Step 2 Step 3 Goal!
 
 
Attention: funnel destination is already mentioned as Goal URL
Evaluation <ul><li>3 Page ranking  </li></ul><ul><li>Obtain quality links to your site  </li></ul><ul><li>Google toolbar o...
Evaluation <ul><li>5 Website optimizer  </li></ul><ul><li>www.google.com/websiteoptimizer </li></ul><ul><li>- Decrease vis...
Action <ul><li>How in the WWW will they find you? </li></ul><ul><li>@ctions </li></ul><ul><li>Monitor CBI website for new ...
ECP Participants – Coaching session <ul><li>TO DO </li></ul><ul><li>Fine tune action list in Assignment booklet </li></ul>...
 
 
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8 evaluation [day2 module4]

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8 evaluation [day2 module4]

  1. 1. Joost van der Kooij Planning an d evaluation
  2. 2. <ul><li>The process / strategy… </li></ul><ul><li>Evaluation </li></ul><ul><li>Funnels </li></ul><ul><li>Action planning </li></ul><ul><li>Questions </li></ul>Programme Centre for the Promotion of Imports from developing countries | 2012
  3. 3. engagement conversion persuasion Internet strategy ….
  4. 4. engagement conversion persuasion EVALUATION?! Internet strategy ….
  5. 5. Evaluation “ However beautiful the strategy, you should occasionally look at the results’’ Sir Winston Churchill (1874 – 1965) | |   1    2    3    4  |
  6. 6. Evaluation <ul><li>1 Analyze visitors information  Google Analytics – www.google.com/analytics </li></ul><ul><li>In depth site statistics, for free </li></ul><ul><li>Integration with AdWords </li></ul><ul><li>Landing and exit pages </li></ul><ul><li>Geometrics </li></ul><ul><li>2 Optimize conversion rate </li></ul><ul><ul><li>- newsletter signups </li></ul></ul><ul><ul><li>- contact forms </li></ul></ul><ul><ul><li>- booking / reservations </li></ul></ul><ul><ul><li>downloads </li></ul></ul><ul><ul><li>… .. </li></ul></ul><ul><li> Your website as a funnel path </li></ul>| |   1    2    3    4  |
  7. 12. Your analysis?
  8. 13. Top landing pages
  9. 14. Top exit pages
  10. 15. Funnels <ul><li>Measuring conversion ratio </li></ul><ul><li>Learn from your visitors </li></ul><ul><li>Continous improvement </li></ul><ul><li>Act! </li></ul><ul><li>Example Bolivia ( sign up of newsletter ) </li></ul><ul><li>Check: </li></ul><ul><li>http://www.youtube.com/watch?v=IibCs23EuiE&feature=relmfu </li></ul>| |   1    2    3    4  |
  11. 17. Step 1
  12. 18. Step 2
  13. 19. Step 3
  14. 20. Graçias por su suscripcion! [ inicio ] Goal!
  15. 21. 342 801
  16. 22. Step 1 Step 2 Step 3 Goal!
  17. 25. Attention: funnel destination is already mentioned as Goal URL
  18. 26. Evaluation <ul><li>3 Page ranking </li></ul><ul><li>Obtain quality links to your site </li></ul><ul><li>Google toolbar or </li></ul><ul><li>www.checkpagerank.net </li></ul><ul><li>4 Qualitative </li></ul><ul><li>Focus group </li></ul><ul><li>Clients </li></ul><ul><li>Client satisfaction forms </li></ul><ul><li>Just ask… </li></ul>| |   1    2    3    4  |
  19. 27. Evaluation <ul><li>5 Website optimizer </li></ul><ul><li>www.google.com/websiteoptimizer </li></ul><ul><li>- Decrease visitor bounce rates </li></ul><ul><li>- Increase visitor satisfaction </li></ul><ul><li>- Eliminate guesswork from site design </li></ul><ul><li>6 Google Alerts - ( www.google.com/alerts ) </li></ul><ul><li> monitoring what is said about you </li></ul>| |   1    2    3    4  |
  20. 28. Action <ul><li>How in the WWW will they find you? </li></ul><ul><li>@ctions </li></ul><ul><li>Monitor CBI website for new ebusiness platform (planned 2012) </li></ul><ul><li>Set up website promotion team (management, IT) </li></ul><ul><li>Make website promotion action plan (use assignment book) </li></ul><ul><li>For ECP participants: CBI consultancy sessions </li></ul><ul><li>Highly recommended: www.atdw.com.au </li></ul><ul><li>Join LinkedIn group: CBI website promotion platform </li></ul><ul><li>Result of @actions </li></ul>
  21. 29. ECP Participants – Coaching session <ul><li>TO DO </li></ul><ul><li>Fine tune action list in Assignment booklet </li></ul><ul><li>Check CBI website assessment report and </li></ul><ul><li>- Include all your action items in Annex 1. </li></ul><ul><li>- List pending issues and other planned actions as well. </li></ul><ul><li>Invite all relevant people to join this coaching session </li></ul><ul><li>FYI: 3 – 4 more skype sessions: distance coaching </li></ul>
  22. 32. Questions

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