Webanalytics KPI sessie Lectric

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Workshop webanalytics en bepalen van kritische prestatie indicatoren voor websites door Stefan Wobben van Concept7

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Webanalytics KPI sessie Lectric

  1. 1. web analytics Leergang Usability Dag 3 Stefan Wobben stefan@concept7.nl
  2. 2. web analytics is het meten, verzamelen, analyseren en rapporteren van internetdata met als doel het begrijpen en optimaliseren van het gebruik van websites
  3. 3. hoofdstuk 1 waarom een website?
  4. 4. snel anders mis je de trein
  5. 5. verstrekken verlenen van informatie van service
  6. 6. verkrijgen van leads en prospects
  7. 7. verkopen van producten en diensten
  8. 8. verbinden van mensen
  9. 9. it’s all about the benjamins baby
  10. 10. benjamins = omzet - kosten
  11. 11. 3=8-5
  12. 12. omzet 3=9-5
  13. 13. winst 4=9-5
  14. 14. kosten 4=9-4
  15. 15. winst 5=9-4
  16. 16. brainstorm omzet kosten
  17. 17. hoofdstuk 2 business case usability
  18. 18. omzet usability is goed voor het klantvertrouwen
  19. 19. omzet usability zorgt dat bezoekers hun doel bereiken
  20. 20. omzet usability zorgt voor een hogere klant tevredenheid
  21. 21. omzet usability stimuleert mond-tot-mond reclame
  22. 22. omzet usability resulteert in positieve recensies
  23. 23. kosten besparing van ontwikkelkosten
  24. 24. kosten tijdsbesparing tijdens de ontwikkeling
  25. 25. kosten verminderen van callcentre kosten
  26. 26. kosten reduceren van onderhoudskosten
  27. 27. hoofdstuk 3 goal setting
  28. 28. doelen verbinden visie, missie, strategie organisatiedoelen website doelen
  29. 29. omschrijf de doelstellingen van je website Specifiek Meetbaar Acceptabel Realistisch Tijdsgebonden
  30. 30. binnen 6 maanden zijn het aantal offerte aanvragen via onze website met minimaal 40% gestegen
  31. 31. hoofdstuk 4 wie heeft website doelen
  32. 32. verschillende informatie behoeften directie afdelingsniveau team niveau medewerker niveau
  33. 33. maak een mindmap van de website organisatie
  34. 34. hoofdstuk 5 wat meten we?
  35. 35. wat we wat we kunnen meetplan willen
  36. 36. de bouwstenen
  37. 37. Page Page Views Visits Unique Visitor Repeat Visitor & Returning New Visitor Repeat Visitor Entry Page Visitor Landing Page Exit Page Visit Duration Referrer Internal Referrer External Referrer Search Referrer Visit Referrer Original Referrer Click-through Rate/Ratio Page Views per Visit Page Exit Ratio Single Page View Visits Single-Page Visits Bounce Rate Event (Bounces) Conversion
  38. 38. nieuwe versus terugkerende bezoeken (geografisch) talen bezoeken (dagelijks, per uur) bezoekers unieke bezoekers paginaweergaves gemiddelde paginaweergaves tijd op site weigeringspercentage bezoekersloyaliteit geschiedenis bezoekduur bezoekdiepte browsers besturingssystemen browser en besturingssystemen schermkleuren schermresoluties flash versies java ondersteuning netwerklocatie hostnamen verbindingssnelheden direct verkeer verwijzende sites zoekmachines zoekwoorden adwords campagnes zoekwoordposities campagnes advertentievarianten belangrijkste inhoud inhoud op titel bestemmingspagina’s uitstappagina’s interne zoekfunctie gebruik interne zoekfunctie interne zoekfunctie interne zoekfunctie bezoeken met zoekopdracht zoekwoorden startpagina’s bestemmingspagina’s conversie
  39. 39. definities
  40. 40. visit A visit is an interaction, by an individual, with a website consisting of one or more requests for an analyst-definable unit of content (i.e. “page view”). If an individual has not taken another action (typically additional page views) on the site within a specified time period, the visit session will terminate.
  41. 41. page views The number of times a page (an analyst-definable unit of content) was viewed.
  42. 42. death of the pageview
  43. 43. visit duration The length of time in a session. Calculation is typically the timestamp of the last activity in the session minus the timestamp of the first activity of the session.
  44. 44. unique visitors The number of inferred individual people (filtered for spiders and robots), within a designated reporting timeframe, with activity consisting of one or more visits to a site. Each individual is counted only once in the unique visitor measure for the reporting period.
  45. 45. 1 of 31 unieke bezoekers?
  46. 46. bounce rate Single page view visits divided by entry pages.
  47. 47. hoe zit het met de stickyness van jullie pagina’s?
  48. 48. conversion A visitor completing a target action.
  49. 49. so what?
  50. 50. 43 Key Perfomance Indicators
  51. 51. Average Page View per Average Time to Respond to Average Visits per Visitor Average Cost Per Visitor Visit Email Inquiries Average Cost Per Visit Average Cost per Conversion Average Revenue per Visitor Average Revenue per Visit Average Clicks per Impression Average Items per Cart Average Visits Prior to Average Order Value by Campaign Type (Click- Completed Conversions Through Rate) Average Searches per Percent New and Returning Percent New and Returning Percentage Visitors in a Specific Visit Visitors Customers Segment Percentage of High, Percentage of High, Medium Medium and Low Time Percentage of High, Medium Percentage of High, Medium and Low Click Depth Visits Spent Visits (Interest and Low Frequency Visitors and Low Recency Visitors (Interest Categories) Categories) Percent Revenue from Percent Orders from New Percent High and Low New and Returning and Returning Visitors and Satisfaction Visitors and Percent Visitors Using Search Visitors and Customers Customers Customers Percent Zero Result Percent Zero Yield Searches Order Conversion Rate Buyer Conversion Rate Searches New and Returning New and Returning Buyer Ratio of New to Returning Order Conversion Rate per Visitor Conversion Rate Conversion Rate Visitors Campaign Cart Start Rate Cart Completion Rate Checkout Start Rate Checkout Completion Rate Ratio of Checkout Starts Information Find Conversion Search to Purchase Conversion Landing Page “Stickiness” to Cart Starts Rate Rate Search Results to Site Download Completion Rate Form Completion Rate Exits Ratio
  52. 52. information overload
  53. 53. toon alleen relevante dingen
  54. 54. Average Page View per Average Time to Respond to Average Visits per Visitor Average Cost Per Visitor Visit Email Inquiries Average Cost Per Visit Average Cost per Conversion Average Revenue per Visitor Average Revenue per Visit Average Clicks per Impression Average Items per Cart Average Visits Prior to Average Order Value by Campaign Type (Click- Completed Conversions Through Rate) Average Searches per Percent New and Returning Percent New and Returning Percentage Visitors in a Specific Visit Visitors Customers Segment Percentage of High, Percentage of High, Medium Medium and Low Time Percentage of High, Medium Percentage of High, Medium and Low Click Depth Visits Spent Visits (Interest and Low Frequency Visitors and Low Recency Visitors (Interest Categories) Categories) Percent Revenue from Percent Orders from New Percent High and Low New and Returning and Returning Visitors and Satisfaction Visitors and Percent Visitors Using Search Visitors and Customers Customers Customers Percent Zero Result Percent Zero Yield Searches Order Conversion Rate Buyer Conversion Rate Searches New and Returning New and Returning Buyer Ratio of New to Returning Order Conversion Rate per Visitor Conversion Rate Conversion Rate Visitors Campaign Cart Start Rate Cart Completion Rate Checkout Start Rate Checkout Completion Rate Ratio of Checkout Starts Information Find Conversion Search to Purchase Conversion Landing Page “Stickiness” to Cart Starts Rate Rate Search Results to Site Download Completion Rate Form Completion Rate Exits Ratio
  55. 55. Average Page View per Average Time to Respond to Average Visits per Visitor Average Cost Per Visitor Visit Email Inquiries Average Cost Per Visit Average Cost per Conversion Average Revenue per Visitor Average Revenue per Visit Average Clicks per Impression Average Items per Cart Average Visits Prior to Average Order Value by Campaign Type (Click- Completed Conversions Through Rate) Average Searches per Percent New and Returning Percent New and Returning Percentage Visitors in a Specific Visit Visitors Customers Segment Percentage of High, Percentage of High, Medium Medium and Low Time Percentage of High, Medium Percentage of High, Medium and Low Click Depth Visits Spent Visits (Interest and Low Frequency Visitors and Low Recency Visitors (Interest Categories) Categories) Percent Revenue from Percent Orders from New Percent High and Low New and Returning and Returning Visitors and Satisfaction Visitors and Percent Visitors Using Search Visitors and Customers Customers Customers Percent Zero Result Percent Zero Yield Searches Order Conversion Rate Buyer Conversion Rate Searches New and Returning New and Returning Buyer Ratio of New to Returning Order Conversion Rate per Visitor Conversion Rate Conversion Rate Visitors Campaign Cart Start Rate Cart Completion Rate Checkout Start Rate Checkout Completion Rate Ratio of Checkout Starts Information Find Conversion Search to Purchase Conversion Landing Page “Stickiness” to Cart Starts Rate Rate Search Results to Site Download Completion Rate Form Completion Rate Exits Ratio
  56. 56. Average Page View per Average Time to Respond to Average Visits per Visitor Average Cost Per Visitor Visit Email Inquiries Average Cost Per Visit Average Cost per Conversion Average Revenue per Visitor Average Revenue per Visit Average Clicks per Impression Average Items per Cart Average Visits Prior to Average Order Value by Campaign Type (Click- Completed Conversions Through Rate) Average Searches per Percent New and Returning Percent New and Returning Percentage Visitors in a Specific Visit Visitors Customers Segment Percentage of High, Percentage of High, Medium Medium and Low Time Percentage of High, Medium Percentage of High, Medium and Low Click Depth Visits Spent Visits (Interest and Low Frequency Visitors and Low Recency Visitors (Interest Categories) Categories) Percent Revenue from Percent Orders from New Percent High and Low New and Returning and Returning Visitors and Satisfaction Visitors and Percent Visitors Using Search Visitors and Customers Customers Customers Percent Zero Result Percent Zero Yield Searches Order Conversion Rate Buyer Conversion Rate Searches New and Returning New and Returning Buyer Ratio of New to Returning Order Conversion Rate per Visitor Conversion Rate Conversion Rate Visitors Campaign Cart Start Rate Cart Completion Rate Checkout Start Rate Checkout Completion Rate Ratio of Checkout Starts Information Find Conversion Search to Purchase Conversion Landing Page “Stickiness” to Cart Starts Rate Rate Search Results to Site Download Completion Rate Form Completion Rate Exits Ratio
  57. 57. Average Page View per Average Time to Respond to Average Visits per Visitor Average Cost Per Visitor Visit Email Inquiries Average Cost Per Visit Average Cost per Conversion Average Revenue per Visitor Average Revenue per Visit Average Clicks per Impression Average Items per Cart Average Visits Prior to Average Order Value by Campaign Type (Click- Completed Conversions Through Rate) Average Searches per Percent New and Returning Percent New and Returning Percentage Visitors in a Specific Visit Visitors Customers Segment Percentage of High, Percentage of High, Medium Medium and Low Time Percentage of High, Medium Percentage of High, Medium and Low Click Depth Visits Spent Visits (Interest and Low Frequency Visitors and Low Recency Visitors (Interest Categories) Categories) Percent Revenue from Percent Orders from New Percent High and Low New and Returning and Returning Visitors and Satisfaction Visitors and Percent Visitors Using Search Visitors and Customers Customers Customers Percent Zero Result Percent Zero Yield Searches Order Conversion Rate Buyer Conversion Rate Searches New and Returning New and Returning Buyer Ratio of New to Returning Order Conversion Rate per Visitor Conversion Rate Conversion Rate Visitors Campaign Cart Start Rate Cart Completion Rate Checkout Start Rate Checkout Completion Rate Ratio of Checkout Starts Information Find Conversion Search to Purchase Conversion Landing Page “Stickiness” to Cart Starts Rate Rate Search Results to Site Download Completion Rate Form Completion Rate Exits Ratio
  58. 58. ROI en meetplan
  59. 59. ROI Verbetering Rendementberekening website www.dezwerver.nl Oud Nieuw verschil periode: Maart 2007 - Maart 2008 Gem. orders 96 497 520% Gem. omzet ! 1.938 ! 11.727 605% Lancering nieuwe website: juni 2007 ROI 21% Door: Stefan Wobben (stefan@concept7.nl) Opbrengsten maart april mei juni juli augustus september oktober november december januari februari maart Totaal orders 114 96 77 324 473 456 338 381 379 440 738 657 783 5.256 omzet ! 2.315 ! 1.938 ! 1.560 ! 6.835 ! 10.490 ! 9.748 ! 8.575 ! 10.211 ! 10.670 ! 12.686 ! 15.958 ! 14.462 ! 17.633 ! 123.081 gem. order bedrag ! 20 ! 20 ! 20 ! 21 ! 22 ! 21 ! 25 ! 27 ! 28 ! 29 ! 22 ! 22 ! 23 ! 22 Inkoop ! 1.621 ! 1.356 ! 1.092 ! 4.784 ! 7.343 ! 6.824 ! 6.002 ! 7.148 ! 7.469 ! 8.880 ! 11.171 ! 10.123 ! 12.343 ! 86.157 Hosting !0 ! 21 ! 21 ! 21 ! 21 ! 21 ! 21 ! 21 ! 21 ! 21 ! 21 ! 21 ! 21 ! 252 Ontwikkeling site ! 2.802 !0 ! 6.538 !0 !0 !0 !0 !0 !0 !0 !0 !0 !0 ! 9.340 Webmanagement !0 !0 !0 !0 !0 !0 !0 ! 1.000 !0 !0 !0 !0 !0 ! 1.000 Totale kosten ! 4.423 ! 1.377 ! 7.651 ! 4.805 ! 7.364 ! 6.845 ! 6.023 ! 8.169 ! 7.490 ! 8.901 ! 11.192 ! 10.144 ! 12.364 ! 96.749 Winst ! 2.107- ! 560 ! 6.091- ! 2.029 ! 3.126 ! 2.903 ! 2.551 ! 2.042 ! 3.180 ! 3.785 ! 4.766 ! 4.318 ! 5.269 ! 26.332 Ontwikkeling winst Stijging omzet Rendement op investering 30.000 !20.000 150.000 omzet 22.500 Totale kosten !15.000 112.500 15.000 7.500 !10.000 75.000 Nieuwe 0 website live !5.000 37.500 -7.500 -15.000 !0 0 maart cum juni cum sep cum dec cum Totaal maart mei juni juli september december maart maart cum juni cum sep cum dec cum Totaal
  60. 60. bepaal per betrokkene de kpi’s
  61. 61. hoofdstuk 6 van meten naar actie
  62. 62. kwalitatief onderzoek usability testen Solve problems kwantitatief onderzoek Web Analytics data (A/B en multivariate testen) Usability Evaluate solutions Engineering Track problems kwantitatief onderzoek Web Analytics data
  63. 63. website ontwikkeling als iteratief proces doel tijd
  64. 64. inzicht = actie
  65. 65. 5% van je website is goed voor 25% van haar waarde
  66. 66. verplaats je in je bezoeker
  67. 67. Lex Eissens beslist snel op basis van logica gevoelig voor schoonheid Hoe komt Lex op onze website? 100% Wat gaat Lex bekijken? 50% Hoe kiest Lex? 10% Wanneer koopt Lex? 2% Komt Lex terug? 1%
  68. 68. Track problems kwantitatief onderzoek Web Analytics data
  69. 69. segmenteer nieuwe versus terugkerende bezoeken (geografisch) talen bezoeken (dagelijks, per uur) bezoekers unieke bezoekers paginaweergaves gemiddelde paginaweergaves tijd op site weigeringspercentage bezoekersloyaliteit geschiedenis bezoekduur bezoekdiepte browsers besturingssystemen browser en besturingssystemen schermkleuren schermresoluties flash versies java ondersteuning netwerklocatie hostnamen verbindingssnelheden direct verkeer verwijzende sites zoekmachines zoekwoorden adwords campagnes zoekwoordposities campagnes advertentievarianten belangrijkste inhoud inhoud op titel bestemmingspagina’s uitstappagina’s interne zoekfunctie gebruik interne zoekfunctie interne zoekfunctie interne zoekfunctie bezoeken met zoekopdracht zoekwoorden startpagina’s bestemmingspagina’s conversie
  70. 70. kwalitatief onderzoek usability testen Solve problems kwantitatief onderzoek Web Analytics data (A/B en multivariate testen) Evaluate solutions
  71. 71. website ontwikkeling als iteratief proces + 24% + 99%
  72. 72. geef context aan je gegevens
  73. 73. google analytics en statline plaats bezoeken % conv. % conv. abs. bedrijven % Groningen 404 62 0,25 1 615 18 Amsterdam 184 28 1,09 2 2600 77 Assen 59 10 1,69 1 175 5 647 3390
  74. 74. en nu zelf op ontdekkingsreis
  75. 75. bereid een online experiment voor
  76. 76. komen, kijken, kiezen, kopen, terugkomen
  77. 77. have fun
  78. 78. aanbevolen literatuur
  79. 79. web analytics aanbieders
  80. 80. kpi definities
  81. 81. Average Page Views per Visit Page Views / Visits
  82. 82. Average Visits per Visitor Total Visits / Total Visitors
  83. 83. Average Time to Respond to Email Inquiries Sum of Response Times / Total Number of Email Inquiries
  84. 84. Average Cost per Visitor Sum of Acquisition Marketing Costs / Visitors
  85. 85. Average Cost per Visit Sum of Acquisition Marketing Costs / Visits
  86. 86. Average Cost per Conversion Sum of Acquisition Marketing Costs / Total Conversion Events
  87. 87. Average Revenue per Visitor Sum of Revenue Generated / Visitors
  88. 88. Average Revenue per Visit Sum of Revenue Generated / Visits
  89. 89. Average Order Value Sum of Revenue Generated / Number of Orders Taken
  90. 90. Average Items per Cart Completed Sum of Products Purchased / Number of Completed Shopping Carts
  91. 91. Average Clicks per Impression by Campaign Type (CTR) Total Clicks / Total Impressions Served
  92. 92. Average Visits Prior to Conversion Sum of Pre-Conversion Visits / Total Conversions
  93. 93. Average Visits Prior to Conversion Sum of Pre-Conversion Visits / Total Conversions
  94. 94. Average Searches per Visit Total Number of Searches / Total Visits
  95. 95. Percent New and Returning Visitors Total New Visitors / All Visitors Total Returning Visitors / All Visitors
  96. 96. Percent New and Returning Customers Total New Customers / All Customers Total Returning Customers / All Customers
  97. 97. Percent Visitors in a Specific Segment Total Visitors in the Segment / Total Visitors
  98. 98. Percentage of High, Medium and Low Time Spent Visits Total Number of Visits Spending Less Than 30 Seconds on the Site / All Visits Total Number of Visits Spending Less Than 30 Seconds and Five Minutes on the Site / All Visits Total Number of Visits Spending More Than Five Minutes on the Site / All Visits
  99. 99. Percentage of High, Medium and Low Click Depth Visits Total Number of Visits of Two Clicks or Less / All Visits Total Number of Visits of Three to Five Clicks / All Visits Total Number of Visits of More Than Five Clicks / All Visits
  100. 100. Percentage of High, Medium and Low Recency Visitors Total Number of Low Recency Users / All Visits Total Number of Medium Recency Users / All Visits Total Number of High Recency Users / All Visits
  101. 101. Percent Revenue from New and Returning Visitors and Customers Total Revenue from New Visitors / Total Revenue Total Revenue from Returning Visitors / Total Revenue * visitors kunnen ook customers zijn
  102. 102. Percent Orders from New and Returning Visitors and Customers Total Orders from New Visitors / Total Orders Total Orders from Returning Visitors / Total Orders * visitors kunnen ook customers zijn
  103. 103. Percent High and Low Satisfaction Customers Total Number of Visitors Scoring a High Level of Satisfaction / All Measured Visitors Total Number of Visitors Scoring a Low Level of Satisfaction / All Measured Visitors * visitors kunnen ook customers zijn
  104. 104. Percent Visitors Using Search Total Number of Visitors Who See at Least One “Search Results” Page / All Visitors
  105. 105. Percent Zero Result Searches Total Number of “Zero Result” Searches / All Search Results
  106. 106. Order Conversion Rate Total Number of Orders Taken / Total Visits
  107. 107. Buyer Conversion Rate Total Customers Converted / All Visitors
  108. 108. New and Returning Visitor Conversion Rate Total New Visitors Converted / All Visitors Total Returning Visitors Converted / All Visitors
  109. 109. New and Returning Buyer Conversion Rate Total New Customers Converted / All Visitors Total Returning Customers Converted / All Visitors
  110. 110. Ratio of New to Returning Visitors Total New Visitors / Total Returning Visitors
  111. 111. Cart Start Rate Total Visits where a Shopping Cart is Started / All Visits
  112. 112. Cart Completion Rate Total Orders / Total Visits where a Shopping Cart is Started
  113. 113. Checkout Start Rate Total Visits where the Checkout Button is Clicked / All Visits
  114. 114. Checkout Completion Rate Total Orders / Total Visits where the Checkout Process is Started
  115. 115. Checkout Completion Rate Total Orders / Total Visits where the Checkout Process is Started
  116. 116. Ratio of Checkout Starts to Cart Starts Total Visits where the Checkout Process is Started / Total Visits where a Shopping Cart is Started
  117. 117. Landing Page “Stickiness” 1.00 (Single Acces Page Views of that Page / Entry Page Views of the Same Page
  118. 118. Information Find Conversion Rate Total Number of Visits to the Goal Page / Total Visits
  119. 119. Search to Purchase Conversion Rate Total Orders Attributed to Searches / Total Number of Visits to a Search Results Page
  120. 120. Search Results to Site Exit Ratio Total Site Exits from Search Results Page / Total Number of Visits to a Search Results Page
  121. 121. Form Completion Rate Number of Visits in which the Form is Submitted / Total Visits in which the Visitor Started Completing the Form

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