This document discusses the importance of measuring website statistics and outlines various digital marketing strategies and metrics. It recommends using a mix of marketing techniques tailored to individual needs, and emphasizes the importance of measuring return on investment. Key metrics to track include visitor numbers and conversions, and the document outlines tools like web analytics and A/B testing to analyze traffic sources, user behavior, and goals. It also stresses the value of gathering customer insights through surveys and other voice of customer tools.

1. Why and how to measure statistics on your Website?Cédric BraemCEO – internetVista.com

2. AgendaIntroductionWhich marketing?Which metrics?From basic to advanced

3. IntroductionYou have a Website ...and now?How to increase visitor?How to convert visitor into customer?How to capture the attention?How to keep one’s clientele?

4. Which marketing?“Classic” MarketingAdvertising By word of mouthBy publishing the URL everywherePress releaseNetworkingEvent and exhibitionE-MarketingEmail marketingOnline marketingBuzz and viral marketingPermission marketingSocial marketingSearch Engine marketing

5. Which marketing?A mix of several techniquesAdapted to your need and your businessDon’t forget to measure your ROI !

6. E-marketingEmail marketingSeveral strategiesMassive campaignTargeted campaignFollow-up is crucial

7. E-marketingOnline marketing or e-advertisingBannersSkyscraperOnline Ads Affiliate programSource: Price WaterHouse Coopers 2010

8. E-marketingViral MarketingInfect a communityIndividual message transmissionShow the spiral effectFormats: video, email, widget, white paper, podcast,...

9. E-marketingBuzz marketingReach and touch a communityCreate a reaction et catch the attentionFormats:quizz, contest, game Sample

10. E-marketingSocial MarketingQuite new but very powerfulUse of social network: facebook, likedin, myspace, twitter, ...The best example in 2008?

11. E-marketingPermission MarketingYou receive the “permission”Conversation with your customerPrivileged linkCrucial difference between interruption and permission

12. E-marketingBlack marketing(Forget this section)In the limit of the lawWarketing with your competitorFormats:darksite, spaming, domain recuperation, ...

13. E-marketingSearch Engine MarketingSearch TermAdvertisingNatural Search ResultsSearch Engine Optimization (SEO)Search Engine Advertizing (SEA)

14. Some questionsHow much for each campaign?What is the return?How many visitors?How many conversion?How many achieved goals?How fast is your website?How often does your website hiccup?How to know if actions are efficients?

15. Don’t forget the ROI

16. From basic…

17. Actions Follow-upTrackingTracingAnalyzingProfilingConversion rateWeb Analytics“Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing web usage.”Web Analytics Association

18. Actions Follow-upWhich metrics?Visitor: country, language, new vs returning, loyalty, technical, …Traffic source: search, direct, campaign, keywords, referrer, …Content: page view, top landing page, top exit page, …Goals: conversion rate, funnel, sales, …Pertinence can be different

19. Data collectionTraffic to your websiteImprove your website Improve your traffic acquisitionBusiness DecisionActions Follow-up

20. Actions Follow-up

21. Actions Follow-upChose your right campaignsIncrease your chance of success

22. Actions ControlYour are launching your campaignAnd if …Your website is down?Your website is to slow?Impact on your salesImpact on your image?Which ROI in this case?WebMonitoring

23. Actions ControlsWhich are the most frequent errors?No response: network problem, server outage, …Page not found: update problem, dead link, …Database problemsUnknown host: DNS problem, expired domain name, …Other risks?Hacking: home page hacking, phishing, DoS, …Exploitation problems (slow, error, …)Amazon: « your website must answer in less than 3sec... Otherwise the surfer goes to your competitor! »

24. Actions ControlOnly one ;-)

25. Actions ControlChose your hostingIn-house or outsourcingShared, dedicated, cloud, …Design your architecture (server, load balancing, memory, …)

26. To advanced

27. CustomerInsightsClickstream dataTraditional Web analytics tools collect quantitative dataMeasure the what and the whenHuge amount of dataNot always easy to find answers to business questionsClickstream

28. Getting customer insights from clickstream data

29. The Multiplicity modelThe What & WhenOutcomesanalysisThe How muchExperimentation & testingThe Why & HowVoice of the customerThe What Else?Competitive IntelligenceOh baby yes!CustomerInsightsClickstreamSource: Web Analytics 2.0 – AvinashKaushik

30. Web analytics tools: WebTrends, Google Analytics…Web Analytics tools, CRM, offline data,…A/B testing tools: Offermatica, Google OptimizerSurveys, user labs, VOC tools, Customer experience recording Hitwise, Google Trends, Google Insights, Compete…ClickstreamOutcomes analysisExperimentation & testingVoice of the customerSurveys, user labs, VOC tools, Customer experience recording Competitive IntelligenceCustomerInsightsMultiple data sourcesSource: Web Analytics 2.0 – Avinash Kaushik

31. The value of VOC toolsAnswer the “Why” and the “How”Why did your visitors come to your website?How did they feel about it?Was their visit successful? Why?Go for customer centricityprovides of window into your customer mindUnderstand how & why they use your websiteDesign services adapted to customer needs – not the ones you imagineQualitative data brings direct actionable insights

32. Online Survey toolsoverview

33. Oh no! Not survey tools…Surveys are “intrusive” for the usersSolution is difficult to implement – will take time & developmentSuch tools are expensiveIt is not compliant to our nice designBlah blahblah…

34. These are excuses!

35. No excuse to NOT measure VOC!Very affordable – good free options

36. Continuous / regular listening methodology

37. Timely – detect problems and opportunities right away

38. No need to survey every single users – sample!

39. Low intrusion - very sophisticated mechanisms based on best practicesMain types of surveytoolsBasicallytwo main types of surveysProactivePassiveEach with own pro’s & con’sServe distinct purpose

40. Proactive surveysProactive invitiation model – users are promptedUsuallyused for macro-level data (site level) – generalintent & experienceCan beusedalso for page levelsurveys

41. Proactive surveys

42. Passive surveysPassive invitation model – usersinitiatesurveyMicro level data – focus on specificpurpose / task

43. Passive surveys

44. Two essential online KPI’sSurveysallowyou to addtwoessential KPI’sto assessyour online activitiesTask completion: ratio of users who managed to complete their tasks (according to them).Customer satisfaction:Average satisfaction score (out of 100)

45. Survey tools - examples

46. Remember!Limityour questions – keepit to the 4 essentialswhenever possibleMathematicalrigor – watch out for sample size!Proactive & passive cancoexistDon’tbe intrusive – respect yourcustomersMake sure to have resources / processes to:Use the dataAnswercustomer questions or complaintsCan beeasy to implement & not thatexpensive

47. You want more?Eye trackingBrain tracking

48. ConclusionPlay with “your” marketingMeasure, measure, measureDon’t forget to convert  CALL TO ACTION and ROIWalk a mile in your customer shoesTomorrow you must play again

49. More informationcbr@internetvista.com@internetvistainternetvistaSearch in Google ;-)“Call To Action” – B.& J. Eisenberg“All books” - Seth Godin