Measurea and Manage Web ROI

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Meaningful Measurement, configuring web analytics tools to measure what matters most, improving accuracy of web analytics data, answering business questions with web analytics.

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Measurea and Manage Web ROI

  1. 1. e5o* + Conversion Cube How to measure and manage your way to Web ROI Technology Leaders, LLC www.technologyleaders.com 230 Park Ave. New York, NY 10169 (212) 808-3058 *eBusiness 5 step optimization
  2. 2. Challenge. . . <ul><li>Meaningful Measurement </li></ul><ul><ul><li>Configuring web analytics tools to measure what matters most </li></ul></ul><ul><ul><li>Improving accuracy of web analytics data </li></ul></ul><ul><ul><li>Answering business questions with web analytics </li></ul></ul><ul><ul><li>Proving web ROI </li></ul></ul>
  3. 3. Solution. . . e5o + conversion cube : the only way to assure and measure web ROI <ul><li>Comprehensive </li></ul><ul><ul><li>Closed loop process </li></ul></ul><ul><ul><li>For all types of sites </li></ul></ul><ul><ul><li>In every phase of customer interaction </li></ul></ul><ul><li>Web-analytics based </li></ul><ul><li>Structured </li></ul><ul><li>Adaptable </li></ul>
  4. 4. Web Analytics in Overdrive <ul><li>Define Drivers </li></ul><ul><li>Build Metrics </li></ul><ul><li>Plan Actions </li></ul><ul><li>Create Changes </li></ul><ul><li>Measure Success </li></ul>e5o 4 Types of Sites 4 Phase Customer Lifecycle <ul><li>Content </li></ul><ul><li>eCommerce </li></ul><ul><li>Lead Generation </li></ul><ul><li>Self-service </li></ul><ul><li>Reach </li></ul><ul><li>Engage </li></ul><ul><li>Convert </li></ul><ul><li>Retain </li></ul>At last, a comprehensive structure for powering web analytics: each section of the cube focuses on “ Goal-oriented Content” for each identified purpose
  5. 5. e5o: 5 Steps to Web ROI Perform these. . . . . .to get these. . . . . .to end up with these: Define Drivers Set of goals for site and targets for optimization Clear understanding of success factors for web site Activity Deliverable Build Metrics Deployment of targeted measurement program Critical insight into web performance Plan Actions Map of improvements, based on our analytics Bottom-line analysis + “do this to improve” Create Changes Assurance that actual improvements match plan A web site that responds to quantifiable critique Measure Success Evidence of improvement by percentage Proof that the process resulted in. . . . . .Measurable Web ROI Benefit
  6. 6. <ul><li>Content </li></ul><ul><li>E-Commerce </li></ul><ul><li>Lead Generation </li></ul><ul><li>Self-Service/ Information </li></ul>Four Types of Sites* If you are a______site. . . You want to improve. . . <ul><li>Stickiness </li></ul><ul><li>Sales </li></ul><ul><li>Customer Contacts </li></ul><ul><li>Efficiency/ Productivity </li></ul>*”branding” = mostly “content”
  7. 7. Four Phase Customer Life Cycle <ul><li>Reach </li></ul><ul><li>(Get prospects to the site) </li></ul><ul><li>Engage </li></ul><ul><li>(Get them to your key pages) </li></ul><ul><li>Convert </li></ul><ul><li>(Turn them into customers) </li></ul><ul><li>Retain </li></ul><ul><li>(Upsell, cross-sell, re-sell) </li></ul>In each stage of the customer life-cycle, you’ll need to measure and optimize your ability to. . .
  8. 8. Putting e5o to work with the conversion cube: Providing a framework to answer questions like. . . in our lead generation site . . . . . .that will help us more effectively engage users. . . Define the business drivers. . . How can my organization ?
  9. 9. Or questions like. . . in our e-commerce site . . . . . .that will help us convert more users to customers. . . Plan the right actions. . . How can my organization ?
  10. 10. : Key Benefits Key stakeholders get real data for decision-making Organization inherits total measurement program Untapped customer data goes to work at last Web site proves ROI thru measurement +
  11. 11. e5o + Conversion Cube (Work Example) “ 80 ways to fix your website” 5 4 4 <ul><li>Create a workbook using </li></ul><ul><li>Optimization step </li></ul><ul><li>Phase of Customer Life-cycle </li></ul><ul><li>Site-type </li></ul>
  12. 12. Define Drivers: Reach: Content <ul><li>How can I get more of the most valuable prospects to my site? </li></ul><ul><li>What strategies are currently in place to reach them? </li></ul><ul><li>Is my landing page optimized to drive them towards desired behavior? </li></ul><ul><li>How do I keep them involved? </li></ul>Optimization Step Customer Cycle Site Type Strategic Questions Workbook example:
  13. 13. Next steps <ul><li>Are your site’s goals really being met? </li></ul><ul><li>Do you have enough visibility into its success? </li></ul><ul><li>Contact us--if its analytics, we can solve it. </li></ul>aedwards @technologyleaders.com (212) 808-3058 www.technologyleaders.com Andrew Edwards Managing Partner

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