11. Allt går inte att mäta
"If I had asked people what
they wanted, they would
have said faster horses."
Henry Ford
12. Allt går inte att mäta
"If I had asked people what
they wanted, they would
have said faster horses."
Henry Ford
Ha en egen ide om var ni är på väg
13. Varför har jag pratat om allt annat än hur man
skapar nyckeltal får lönsamhet och bearbetar
siffror?
14. Det svåra är inte analysen...
Pulling together the data 24 %
Forming the hypothesis 9 %
Developing the analytical models 12 %
Interpreting the results 3 %
Acting on the findings 53 %
Source: Forrester Research
19. Avsluta snyggt
”Clear content, simple navigation,
and answers to customer questions
have the biggest impact on business
value. Advanced technology matters
much less.”
Jakob Nielsen
21. Get compelling results
Converting 30% less
than general keywords
landing page
Source: Omniture
22. Get compelling results
Converting 30% less
than general keywords
landing page
Source: Omniture
Goal: Increase “baby names” keywords landing page form completion
30. Gör på ett nytt sätt
- Sätt förändring i system
• Create Measure Test Interact
• Create Measure Test Interact
• Create Measure Test Interact,
• Och var relevant
20
BabyCenter, a popular Family and Parenting Web site was surprised and concerned to discover that the key words, “baby names” for which the site had a wealth of content was struggling to convert the traffic that hit the associated landing page.
With such relevant content to offer and a trusted brand in this market space, BabyCenter was desperate to know why this landing page was converting 30% less than even their general keywords landing page.
BabyCenter decided to leverage Omniture’s Test&Target to test new and multiple versions of this landing page to see if they could discover a means to increasing the “baby names” keywords landing page form completions. (a completed form, in this case, was the “conversion” metric for the page).
***It may be worth noting that when the completion of a form is the main objective of a landing page, other offers may distract from the main task. Specifically, in this case, BabyCenter forewent any cross-sell opportunities to get the landing page visitor to engage directly with the form and then enter the free-content areas where other content, offers and recommendations may then be presented***
BabyCenter, a popular Family and Parenting Web site was surprised and concerned to discover that the key words, “baby names” for which the site had a wealth of content was struggling to convert the traffic that hit the associated landing page.
With such relevant content to offer and a trusted brand in this market space, BabyCenter was desperate to know why this landing page was converting 30% less than even their general keywords landing page.
BabyCenter decided to leverage Omniture’s Test&Target to test new and multiple versions of this landing page to see if they could discover a means to increasing the “baby names” keywords landing page form completions. (a completed form, in this case, was the “conversion” metric for the page).
***It may be worth noting that when the completion of a form is the main objective of a landing page, other offers may distract from the main task. Specifically, in this case, BabyCenter forewent any cross-sell opportunities to get the landing page visitor to engage directly with the form and then enter the free-content areas where other content, offers and recommendations may then be presented***