Measuring the Success of Your Organizations Website

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R2i's Director of Search Marketing, Kara Alcamo, explains how to measure the success of your website through awareness, lead numbers, site conversions, site engagement and more at this years C3 conference.

McCormick | CONFIDENTIAL | Page 1 | 11/5/2013
Measuring the Success of Your Organization’s Website

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What is Success?
In order to measure success, you first must
define it.
Start with overall organizational goals:
• Increase attendance to event(s) by
15%
• Increase donations by 20% YoY

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What is Success?
Once you’ve defined success, determine
how your website can play a role:
• Generate awareness?
• Bring new leads?
• Nurture existing relationships?
• Reduce workload of internal
departments?

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Conversions
Identify site actions that define your business goals
Engagements
Identify site engagements that funnel into those actions
Source
Identify the ways in which people find your website
Segmenting into Small Data

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Site Conversions
411 CLICKS
2,442CLICKS
What site actions define the
business goals that you’ve
identified?
Examples:
• Registrations
• Form fill outs
• Applications

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436 clicks
873 clicks
1,687 clicks
Site Engagements
524 CLICKS
1,256 CLICKS
987 CLICKS
What elements funnel into
those site actions?
Examples:
• Non-conversion clicks
• Video views
• Social shares

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WEBSITE
Traffic Sources

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Organic Search
Secure search is the new normal.
No insight into what phrases convert best for organic visitors.

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Google Webmaster Tools

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The Mobile Dimension
Mobile-specific Tracking
• Traffic patterns
• Engagement tracking
• Segments for mobile
users (compare desktop
vs mobile)
• Opt-out clicks
• Mobile exit rates/bounce
rates

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Success by Persona

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Path To Engagement

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Path To Engagement
 150 different paths to
engagement
 690 (25%) of them with more than
one interaction

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Confidential 5/9/2014
Reporting
1. Define the audience
2. Ask questions
3. Create context
4. Turn on your right brain
5. Test and adjust

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Visualizing Analytics

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Visualizing Analytics

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Refine and Test
Create Reporting
Outline Data Dimensions
Outline Business Goals
Identify Site Actions that Define Those
Business Goals (Conversions)
Identify Elements that Funnel Into
These Site Actions (Engagements)
Identify How People Find These
Elements and Site Actions (Traffic
Sources)
Recap – Measuring Success

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Kara Alcamo
Director of Search Marketing
R2integrated
@r2integrated
kalcamo@r2integrated.com

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Leonard Jayamohan, Partner & Generative AI Lead, Deloitte This keynote will reveal how Deloitte leverages Neo4j’s graph power for groundbreaking digital twin solutions, achieving a staggering 100x performance boost. Discover the essential role knowledge graphs play in successful generative AI implementations. Plus, get an exclusive look at an innovative Neo4j + Generative AI solution Deloitte is developing in-house.

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Measuring the Success of Your Organizations Website

1. McCormick | CONFIDENTIAL | Page 1 | 11/5/2013 Measuring the Success of Your Organization’s Website

3. 3 What Is Success?

4. 44 4 | R2integrated What is Success? In order to measure success, you first must define it. Start with overall organizational goals: • Increase attendance to event(s) by 15% • Increase donations by 20% YoY

5. 55 5 | R2integrated What is Success? Once you’ve defined success, determine how your website can play a role: • Generate awareness? • Bring new leads? • Nurture existing relationships? • Reduce workload of internal departments?

6. 6 Connecting Goals to KPIs

7. 77 7 | R2integrated Data Overload

8. 88 8 | R2integrated Conversions Identify site actions that define your business goals Engagements Identify site engagements that funnel into those actions Source Identify the ways in which people find your website Segmenting into Small Data

9. 99 9 | R2integrated Site Conversions 411 CLICKS 2,442CLICKS What site actions define the business goals that you’ve identified? Examples: • Registrations • Form fill outs • Applications

10. 1010 10 | R2integrated 436 clicks 873 clicks 1,687 clicks Site Engagements 524 CLICKS 1,256 CLICKS 987 CLICKS What elements funnel into those site actions? Examples: • Non-conversion clicks • Video views • Social shares

11. 1111 11 | R2integrated WEBSITE Traffic Sources

12. 1212 12 | R2integrated Organic Search Secure search is the new normal. No insight into what phrases convert best for organic visitors.

13. 1313 13 | R2integrated Google Webmaster Tools

14. 1414 14 | R2integrated Page Performance

15. 15 Data Dimensions

16. 1616 16 | R2integrated The Mobile Dimension Mobile-specific Tracking • Traffic patterns • Engagement tracking • Segments for mobile users (compare desktop vs mobile) • Opt-out clicks • Mobile exit rates/bounce rates

17. 1717 17 | R2integrated Success by Persona

18. 1818 18 | R2integrated Path To Engagement

19. 1919 19 | R2integrated Path To Engagement  150 different paths to engagement  690 (25%) of them with more than one interaction

20. 20 Reporting

21. 2121 21 | R2integrated Confidential 5/9/2014 Reporting 1. Define the audience 2. Ask questions 3. Create context 4. Turn on your right brain 5. Test and adjust

22. 2222 22 | R2integrated Visualizing Analytics

23. 2323 23 | R2integrated Visualizing Analytics

24. 2424 24 | R2integrated Refine and Test Create Reporting Outline Data Dimensions Outline Business Goals Identify Site Actions that Define Those Business Goals (Conversions) Identify Elements that Funnel Into These Site Actions (Engagements) Identify How People Find These Elements and Site Actions (Traffic Sources) Recap – Measuring Success

25. 2525 25 | R2integrated Kara Alcamo Director of Search Marketing R2integrated @r2integrated kalcamo@r2integrated.com

Measuring the Success of Your Organizations Website

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