Presentation outlining how to use web analytics to increase conversions and increase website ROI.
Presented originally at Enterprise Ireland's eMarketing Seminar, Dublin, Ireland, on 22/10/09.
Unblocking The Main Thread Solving ANRs and Frozen Frames
Using Web Analytics to Increase Website ROI
1. Measuring the ROI of your website:
using web analytics effectively.
Enterprise Ireland eMarketing Seminar, Morgan McKeagney
Dublin, 22/10/09 Managing Director, iQ Content
7. 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.
Web Analytics Association
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
8. The challenge of web analytics
• Identify the metrics
that matter
• Use metrics that are
actionable – that lead
to making a change
• Proper configuration –
accurate data on
numbers that matter
• Act on what you find
11. The Conversion Funnel
Your visitors
1
Viewing a
product
category page
2
Viewing a
product page
3
Viewing a
shopping cart
4
Completing an
order Goal = visitors become customers
12. A conversion story
3. Client makes
web site changes
1. GA setup
With GA = 3x
2. GA review
Without GA
18. Design matters: Supermarkets again
Extensive customer research:
• interviews
• observing people shop
• analysis of store traffic
Leads to careful design of:
• layout of the store
• product placement
• colours, sounds and smells
The result? Who has ever
come out of a supermarket
with much more than they
went in to buy?
19. Analytics tells you the what, not the
why
Customer engagement critical to
understand
• WHY things are happening
• HOW BEST to fix them
21. Better results come from deep
understanding of your customer
“…knowing and understanding
the customer so well the product
or service fits him and sells
itself.”
Peter Drucker
22. Techniques for building understanding
Source: “The User is Always Right”, Mulder & Yaar, 2006
23. Getting into the mind of your users
Real people, with real needs use your website
Simple goals: find info, do stuff, buy stuff, save time,
save money
If site doesn’t support user goals, it fails
Understanding your users single biggest challenge
How to do it?
• Define a user model: personas and scenarios
• User test
• Illicit and respond to user feedback
24. The persona technique
“ The broader the target
Alan Cooper Personas you aim for, the more
• Archetypal (fictional) user, certainty you have of
with specific needs and missing the bull’s eye ”
background Alan Cooper
• Should be a few key
personas for your entire site
• By serving key personas, you
serve everyone else
• Serve as design targets for
the development team.
Key – what is their primary GOAL
that brings them to your site. And
what TASK are they performing to
meet that goal?
31. Key points: funnels and conversion
Conversion rate is all about user experience: less
road-bumps, accident blackspots, higher conversions
Increased conversions = increased profitability
300%+ conversion improvements are possible and
common
Measurement is a critical first step in increasing
conversions
Necessary, but not sufficient: analysis & action critical
Analytics tells you the what; user engagement tells
you why.
33. Other things to look at:
General trends – visitor numbers & engagement
SEO / SEM – was it worth it; is it working?
Campaigns – how effective were they, which worked
best?
Where do visitors come from? How engaged and
loyal are they?
Most importantly: are we getting the outcomes we
want? What changes do we need to make?
41. Bounce rates
Majority didn't stick around!
Either optimise landing page, or rethink SEM
42. Effectiveness of SEM campaigns: what
worked, what didn’t
Real data to track your online marketing efforts
Offline require different method of tracking
43. Key points: SEM & SEO
Analytics helps you to determine if your SEM was
actually worth it & make better decisions
Focus on your landing pages, your bounce rates, and
visitor engagement (page views per visit)
Pay attention to the valuable organic search data at
your fingertips
47. 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
Measurement alone is not sufficient: you need to
act on the data – make changes
48. Questions? Feedback?
Contact Details:
Morgan McKeagney
Visit us at:
Managing Director www.iqcontent.com
iQ Content Ltd
Read blog, sign-up for free
e: morgan@iqcontent.com
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t: +353 1 817 0768
Twitter: @morganmck
@iqcontent
www.iqcontent.com