The document discusses various methods for evaluating website performance and optimizing conversion rates, including: 1. Analyzing visitor data using Google Analytics to learn about landing and exit pages and measure conversion funnels. 2. Optimizing elements like newsletter signups and contact forms to increase conversion rates. 3. Checking page rank using tools like Google toolbar to obtain quality backlinks. 4. Gathering qualitative customer feedback through focus groups and surveys.

1. Joost van der Kooij Planning an d evaluation

2. The process / strategy… Evaluation Funnels Action planning Questions Programme Centre for the Promotion of Imports from developing countries | 2012

3. engagement conversion persuasion Internet strategy ….

4. engagement conversion persuasion EVALUATION?! Internet strategy ….

5. Evaluation “ However beautiful the strategy, you should occasionally look at the results’’ Sir Winston Churchill (1874 – 1965) | | 1 2 3 4 |

6. Evaluation 1 Analyze visitors information  Google Analytics – www.google.com/analytics In depth site statistics, for free Integration with AdWords Landing and exit pages Geometrics 2 Optimize conversion rate - newsletter signups - contact forms - booking / reservations downloads … ..  Your website as a funnel path | | 1 2 3 4 |

12. Your analysis?

13. Top landing pages

14. Top exit pages

15. Funnels Measuring conversion ratio Learn from your visitors Continous improvement Act! Example Bolivia ( sign up of newsletter ) Check: http://www.youtube.com/watch?v=IibCs23EuiE&feature=relmfu | | 1 2 3 4 |

17. Step 1

18. Step 2

19. Step 3

20. Graçias por su suscripcion! [ inicio ] Goal!

21. 342 801

22. Step 1 Step 2 Step 3 Goal!

25. Attention: funnel destination is already mentioned as Goal URL

26. Evaluation 3 Page ranking Obtain quality links to your site Google toolbar or www.checkpagerank.net 4 Qualitative Focus group Clients Client satisfaction forms Just ask… | | 1 2 3 4 |

27. Evaluation 5 Website optimizer www.google.com/websiteoptimizer - Decrease visitor bounce rates - Increase visitor satisfaction - Eliminate guesswork from site design 6 Google Alerts - ( www.google.com/alerts )  monitoring what is said about you | | 1 2 3 4 |

28. Action How in the WWW will they find you? @ctions Monitor CBI website for new ebusiness platform (planned 2012) Set up website promotion team (management, IT) Make website promotion action plan (use assignment book) For ECP participants: CBI consultancy sessions Highly recommended: www.atdw.com.au Join LinkedIn group: CBI website promotion platform Result of @actions

29. ECP Participants – Coaching session TO DO Fine tune action list in Assignment booklet Check CBI website assessment report and - Include all your action items in Annex 1. - List pending issues and other planned actions as well. Invite all relevant people to join this coaching session FYI: 3 – 4 more skype sessions: distance coaching

32. Questions