This document discusses how web analytics can be used to improve website performance and increase profits. It emphasizes that web analytics provides measurable data on user behavior that can be used to better understand customers, improve website design, and increase conversions and sales. However, the key challenge is taking action based on the findings. The document provides a framework for setting objectives, measuring key performance indicators, collecting accurate data, reporting insights, and making improvements based on data and customer research. Case studies from companies like Google, Amazon, and Apple demonstrate how focusing on customer experience can drive growth.

1. Morgan McKeagney, Managing Director, iQ Content
Web analytics: profit through
measurement

2. 2
Part 1: Embracing data (the what)

3. Never in the field of marketing
endeavor has cause and effect been
more measurable or actionable

4. Which country should we dominate
next?

5. Red or Green?

6. Web analytics is…
…the practice of measuring, collecting, analysing, and
reporting on internet data to understand how a site is used
and how to optimise its usage.
Four Goals:
1. Better understand your users
2. Make web design decisions based on data, not
hunches
3. Improve your website (remove barriers to sales)
4. Improve conversions and sales
Web Analytics Association

7. All this translates into cash
Higher conversions = better results

8. 3
Web Analytics | The Opportunity

9. Sounds great, but is it really that easy?

10. Key challenge? Taking action.
 Forrester Research survey
 53% say biggest challenge is acting on findings

11. Getting it right | A simple framework

12. Getting clarity on your objectives

13. Translating good objectives into
measurable KPIs

14. Implementation: Collecting accurate
and complete data

15. Reporting | Turning data into insight
Effective reporting: Getting the right info, to the right
person, in the right format, at the right time.

16. Insights: What’s happening on our site?

17. Insights: Which products are selling?

18. Insights: Funnels - Where are the
accident blackspots?

19. Insights: Marketing – which half or our
budget are we wasting?

20. Insights: what are our customers
searching for?
“Search queries are gold: they are real data
that show us exactly what users are
searching for in their own words.”

21. Find out more: Buy Avinash’s Bible

22. Part 2: Embracing design
(the why & the how)

23. Analytics tells you the what, not the
why

24. Improvement requires decisions,
action & design

25. From insight to action: making changes

26. World’s most admired companies...

27. Google’s Philosophy: Users First
1. Focus on the user and all else will follow.
From its inception, Google has focused on providing the best user experience
possible. While many companies claim to put their customers first, few are able to resist the temptation to make small
sacrifices to increase shareholder value. Google has steadfastly refused to make any change that does not offer a benefit to
the users who come to the site
By always placing the interests of the user first, Google has built the
most loyal audience on the web.And that growth has comenot through TV ad
campaigns, but through word of mouth from one satisfied user to
another.
Extract from Google Philosophy

28. Customer focus: the Amazon way
Jeff Bezos, Amazon CEO
“The Institutional Yes”, Harvard Business Review, October 2007

29. Apple: Tyranny of the “Insanely Great”.

30. “Design is not just what it looks and feels
like. Design is how it works.”

31. Designed in California....
...exclusively for Steve.

32. Designed for cabin crew, 1971
now beloved by all travellers.

33. Personas: Deepening customer
insight
“ The broader the target you aim for, the more
certainty you have of missing the bull’s eye ”
Alan Cooper

34. Techniques for building understanding
Source: “The User is Always Right”, Mulder & Yaar, 2006

35. User engagement & research

36. Triangulation: merging data with
qualitative insight

37. Persona 1: Meet Robert

38. Robert’s Journey

39. Persona 2: Susan

40. Susan’s Journey

41. Beyond data & insight: user-centred
design

42. Find out more: two books for your bookshelf

43. Case Study | Permanent TSB
Case Study: Permanent TSB

44. Before: Cluttered, random,
malfunctioning…

45. Customer Engagement & Research

46. …clean, focused, usable.
After: redesigned all elements

47. “No one wants to buy credit cards online”
Link to video

48. Redesigned Application Forms
…with GA installed before & after
Old application
forms
New application
forms
Current account
66 questions
22 questions
Credit card
62 questions
29 questions
Savings accounts
-
21 questions

49. Credit cards revisited: make it easy
Link to video

50. Result? More applications, more
successful applications.

51. 5
1
Wrapping up

52. Wrap-up
 Your website is all about conversion
 Measurement is critical:
• # 1: Understand your customers and what they’re doing on
your site
• # 2: Identify accident blackspots – points where customers are
experiencing difficulty
• # 3: Take action – fix problems, track changes
• # 4: Increase conversions – put more money in the bank
 Design & customer engagement is critical: you need
to act on the data – make changes

53. Questions? Feedback?
 Visit us at: www.iqcontent.com
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Contact Details:
Morgan McKeagney
Managing Director
iQ Content Ltd
e: morgan@iqcontent.com
t: +353 1 677 1140
Twitter: @morganmck
@iqcontent
www.iqcontent.com