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Passionate People: Why and How to measure statistics on your website

Why and How to measure statistics on your website.
Cedric Braem, CEO, InternetVista

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Passionate People: Why and How to measure statistics on your website

  1. 1. Why and how to measure statistics on your Website?<br />Cédric Braem<br />CEO –<br />
  2. 2. Agenda<br />Introduction<br />Which marketing?<br />Which metrics?<br />From basic to advanced<br />
  3. 3. Introduction<br />You have a Website ...<br />and now?<br />How to increase visitor?<br />How to convert visitor into customer?<br />How to capture the attention?<br />How to keep one’s clientele?<br />
  4. 4. Which marketing?<br />“Classic” Marketing<br />Advertising <br />By word of mouth<br />By publishing the URL everywhere<br />Press release<br />Networking<br />Event and exhibition<br />E-Marketing<br />Email marketing<br />Online marketing<br />Buzz and viral marketing<br />Permission marketing<br />Social marketing<br />Search Engine marketing<br />
  5. 5. Which marketing?<br />A mix of several techniques<br />Adapted to your need and your business<br />Don’t forget to measure your ROI !<br />
  6. 6. E-marketing<br />Email marketing<br />Several strategies<br />Massive campaign<br />Targeted campaign<br />Follow-up is crucial<br />
  7. 7. E-marketing<br />Online marketing or e-advertising<br />Banners<br />Skyscraper<br />Online Ads <br />Affiliate program<br />Source: Price WaterHouse Coopers 2010<br />
  8. 8. E-marketing<br />Viral Marketing<br />Infect a community<br />Individual message transmission<br />Show the spiral effect<br />Formats: video, email, widget, white paper, podcast,...<br />
  9. 9. E-marketing<br />Buzz marketing<br />Reach and touch a community<br />Create a reaction et catch the attention<br />Formats:quizz, contest, game <br />Sample<br />
  10. 10. E-marketing<br />Social Marketing<br />Quite new but very powerful<br />Use of social network: facebook, likedin, myspace, twitter, ...<br />The best example in 2008?<br />
  11. 11. E-marketing<br />Permission Marketing<br />You receive the “permission”<br />Conversation with your customer<br />Privileged link<br />Crucial difference between interruption and permission<br />
  12. 12. E-marketing<br />Black marketing<br />(Forget this section)<br />In the limit of the law<br />Warketing with your competitor<br />Formats:darksite, spaming, domain recuperation, ...<br />
  13. 13. E-marketing<br />Search Engine Marketing<br />Search Term<br />Advertising<br />Natural Search Results<br />Search Engine Optimization (SEO)<br />Search Engine Advertizing (SEA)<br />
  14. 14. Some questions<br />How much for each campaign?<br />What is the return?<br />How many visitors?<br />How many conversion?<br />How many achieved goals?<br />How fast is your website?<br />How often does your website hiccup?<br />How to know if actions are efficients?<br />
  15. 15. Don’t forget the ROI<br />
  16. 16. From basic…<br />
  17. 17. Actions Follow-up<br />Tracking<br />Tracing<br />Analyzing<br />Profiling<br />Conversion rate<br />Web Analytics<br />“Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing web usage.”<br />Web Analytics Association<br />
  18. 18. Actions Follow-up<br />Which metrics?<br />Visitor: country, language, new vs returning, loyalty, technical, …<br />Traffic source: search, direct, campaign, keywords, referrer, …<br />Content: page view, top landing page, top exit page, …<br />Goals: conversion rate, funnel, sales, …<br />Pertinence can be different<br />
  19. 19. Data collection<br />Traffic to your website<br />Improve your website<br /> Improve your traffic acquisition<br />Business Decision<br />Actions Follow-up<br />
  20. 20. Actions Follow-up<br />
  21. 21. Actions Follow-up<br />Chose your right campaigns<br />Increase your chance of success<br />
  22. 22. Actions Control<br />Your are launching your campaign<br />And if …<br />Your website is down?<br />Your website is to slow?<br />Impact on your sales<br />Impact on your image?<br />Which ROI in this case?<br />WebMonitoring<br />
  23. 23. Actions Controls<br />Which are the most frequent errors?<br />No response: network problem, server outage, …<br />Page not found: update problem, dead link, …<br />Database problems<br />Unknown host: DNS problem, expired domain name, …<br />Other risks?<br />Hacking: home page hacking, phishing, DoS, …<br />Exploitation problems (slow, error, …)<br />Amazon: « your website must answer in less than 3sec... Otherwise the surfer goes to your competitor! »<br />
  24. 24. Actions Control<br />Only one ;-)<br />
  25. 25. Actions Control<br />Chose your hosting<br />In-house or outsourcing<br />Shared, dedicated, cloud, …<br />Design your architecture (server, load balancing, memory, …)<br />
  26. 26. To advanced<br />
  27. 27. Customer<br />Insights<br />Clickstream data<br />Traditional Web analytics tools collect quantitative data<br />Measure the what and the when<br />Huge amount of data<br />Not always easy to find answers to business questions<br />Clickstream<br />
  28. 28. Getting customer insights from clickstream data<br />
  29. 29. The Multiplicity model<br />The What & When<br />Outcomesanalysis<br />The How much<br />Experimentation & testing<br />The Why & How<br />Voice of the customer<br />The What Else?<br />Competitive Intelligence<br />Oh baby yes!<br />Customer<br />Insights<br />Clickstream<br />Source: Web Analytics 2.0 – AvinashKaushik<br />
  30. 30. Web analytics tools: WebTrends, Google Analytics…<br />Web Analytics tools, CRM, offline data,…<br />A/B testing tools: Offermatica, Google Optimizer<br />Surveys, user labs, VOC tools, Customer experience recording <br />Hitwise, Google Trends, Google Insights, Compete…<br />Clickstream<br />Outcomes analysis<br />Experimentation & testing<br />Voice of the customer<br />Surveys, user labs, VOC tools, Customer experience recording <br />Competitive Intelligence<br />Customer<br />Insights<br />Multiple data sources<br />Source: Web Analytics 2.0 – Avinash Kaushik<br />
  31. 31. The value of VOC tools<br />Answer the “Why” and the “How”<br />Why did your visitors come to your website?<br />How did they feel about it?<br />Was their visit successful? Why?<br />Go for customer centricity<br />provides of window into your customer mind<br />Understand how & why they use your website<br />Design services adapted to customer needs – not the ones you imagine<br />Qualitative data brings direct actionable insights<br />
  32. 32. Online Survey toolsoverview<br />
  33. 33. Oh no! Not survey tools…<br />Surveys are “intrusive” for the users<br />Solution is difficult to implement – will take time & development<br />Such tools are expensive<br />It is not compliant to our nice design<br />Blah blahblah…<br />
  34. 34. These are excuses!<br />
  35. 35. No excuse to NOT measure VOC!<br /><ul><li>Very affordable – good free options
  36. 36. Continuous / regular listening methodology
  37. 37. Timely – detect problems and opportunities right away
  38. 38. No need to survey every single users – sample!
  39. 39. Low intrusion - very sophisticated mechanisms based on best practices</li></li></ul><li>Main types of surveytools<br />Basicallytwo main types of surveys<br />Proactive<br />Passive<br />Each with own pro’s & con’s<br />Serve distinct purpose<br />
  40. 40. Proactive surveys<br />Proactive invitiation model – users are prompted<br />Usuallyused for macro-level data (site level) – generalintent & experience<br />Can beusedalso for page levelsurveys<br />
  41. 41. Proactive surveys<br />
  42. 42. Passive surveys<br />Passive invitation model – usersinitiatesurvey<br />Micro level data – focus on specificpurpose / task<br />
  43. 43. Passive surveys<br />
  44. 44. Two essential online KPI’s<br />Surveysallowyou to addtwoessential KPI’sto assessyour online activities<br />Task completion: ratio of users who managed to complete their tasks (according to them).<br />Customer satisfaction:Average satisfaction score (out of 100)<br />
  45. 45. Survey tools - examples<br />
  46. 46. Remember!<br />Limityour questions – keepit to the 4 essentialswhenever possible<br />Mathematicalrigor – watch out for sample size!<br />Proactive & passive cancoexist<br />Don’tbe intrusive – respect yourcustomers<br />Make sure to have resources / processes to:<br />Use the data<br />Answercustomer questions or complaints<br />Can beeasy to implement & not thatexpensive<br />
  47. 47. You want more?<br />Eye tracking<br />Brain tracking<br />
  48. 48. Conclusion<br />Play with “your” marketing<br />Measure, measure, measure<br />Don’t forget to convert  CALL TO ACTION and ROI<br />Walk a mile in your customer shoes<br />Tomorrow you must play again<br />
  49. 49. More information<br /><br />@internetvista<br />internetvista<br />Search in Google ;-)<br />“Call To Action” – B.& J. Eisenberg<br />“All books” - Seth Godin<br />