Digital analyst with over 10 years of experience in web and user behavior analytics. Specializes in defining key performance indicators and metrics to continuously improve websites and measure success. Provides data-driven recommendations by analyzing user flows, goals, and interactions to increase sales, customer satisfaction, and reduce costs.

1. Who am I?
Work at Brightstep, market leading Multi-
Channel consulting firm
Digital analyst
10+ years experience in web and user
behavior, both as consultant and on client
side

2. “Web analytics reports
are just lumber.
It takes an architect, a
designer, a builder and
a lot of other skills to
turn it into a house.”
Jim Sterne

3. Web analysis – continuos improvment
Define KPI’s
Define
Make interaction data
improvements
COMPETENCE
Processes
Tools
Capture
Report result interaction data
Analyse result

4. 1.Decide 2.Define 3. Measure
• What do you most of all want
people to do?
• If they don’t do that – what do you
do then?
• How do you know that they are
doing what you intended?

5. The web is measurable
How people arrive How people respond
How people navigate What technology people are using
What they generate Who they are

6. Vistor flow
Attract
Nurture Welcome
Visitor satisfaction
/ Task completion
Convert Engage
Interest

7. Vistor flow
Attract
Social media,
displayads, SEM, SEO,
E-mail and affiliate
marketing.
Nurture Welcome
CRM Customised landing
Follow up pages
Visitor satisfaction
/ Task completion
Convert Engage
Close the deal Content interest
Interest
Purchase intrest
Create a sense of
security

8. Vistor flow
Attract
Social media,
displayads, SEM, SEO,
E-mail and affiliate
marketing.
Sources, keywords,
medium, campaigns
Nurture Welcome
CRM Customised landing
Follow up pages
Returning Bounce rate, visits
customers/visitors
User experience
analysis
Visitor satisfaction/Task Time spent,
Conversion rates, cart completion engagement index,
abandonment rate paths
Convert Engage
Close the deal Most visited pages, Content interest
internal search,
product pages
Interest
Purchase intrest
Create a sense of
security

9. Metrics
Page Page Page
”Visitor” Visit 1 A B A
= a web
browser that
have been to
Page Page Page
your site within Visit 2
A B C
a specific
timeframe
Visit 3 Page Page Page
A C B
A visitor ≠ visits

10. KPI – why and what?
KPIs, or key performance indicators, help businesses
achieve their goals through the definition and
measurement of progress. They connect strategy to
results.
• The KPIs selected must
– reflect the goals and objectives
– they must be key to its success
– they must be measurable
– they must have an owner

11. KPI - example
The overall purpose for the site is to in a easy and clear way guide the visitor to the right
product for their needs so that we can meet the busininess objectives
Goals Increase sales Increase customer Reduce cost
satisfiction
By increasing the conversion rates on site By guiding them to relevant products By answering customers most pressing
or information questions
KPI Overall conversion rate Click-through rate on Help – conversion rate
(# of check-out/# visits) internal campaigns
(#click/#exposures)
Lead – conversion rate Bounce rate Support calls
(# on store locator page/# visits) (#visits with only one page/#visits)
Cart abandoment rate Information find rate
(# visits who start checkout / # add to cart clicks)
Search to purchase conversion rate
(# orders attributed to searchers / # visits to
search result page)
Click-to-conversion rate
(# conversions from campaign / # clicks on
campaign)

12. Always ask:
Why? Why? Why?
What are you going to do with the information?
If you don’t plan to act – don’t report

13. Best practice
Decide on what to measure
Always have a ”raw” profile
Set-up goals in the tool
Set-up alerts
Build dashboards and customised reports
Automate reporting as much as possible

14. E-commerce tracking
Use it to find trends
Relative numbers
Follow both the overall converion
rate but also f. ex. the search to
conversion rate
Add extra tagging so that you can
follow if people add to cart.
Set goals in the tool as well. (cart
abandoment rate)

15. Segment!
Build segments that make sense for your
business
Behavioral segments
• Based on what the visitors are doing, f.ex. based on landing
pages, events or other
Technographic segments
• Based on which type of devices, browsers etc that the visits
are done with
Customer segments
• If you have extra tagging to separate f. ex. private customers
and company customer or

16. Segment!
Test your segments.

17. Follow the visitors journey
Analyse the movement on site
Segment when you look at this
Follow the goal funnels

18. Dashboards and custom reports
Think before you build on what do you
need to know.
If you have multiple site you can build a
dashboard and share the template to
your other profiles
Automate sending the dashboards or
reports

19. What to do?
Compare
Trend
Relate to KPI
ACT!

20. Brightstep AB
Åsa Jonsson
Mobile +46 70 536 03 66
Mail: Asa.jonsson@brightstep.se
@sayonsson
www.brightstep.se
.