Elephants And Analytics Presentation

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Presentation about getting value from web analytics...it's not about the numbers, it what you do with them.

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Elephants And Analytics Presentation

  1. 1. Elephants and Analytics Three questions to ask your elephant
  2. 2. 78% of companies surveyed said data collection is not tied to business objectives or strategy Online Measurement and Strategy Report, E-consultancy, 2008
  3. 3. Web analytics is something
  4. 4. But when you get it
  5. 5. That elephant in the corner
  6. 6. An obvious truth
  7. 7. which is largely ignored or goes unaddressed
  8. 8. Did you know...
  9. 9. an elephants trunk
  10. 10. 60,000 muscles
  11. 11. Elephants can use their trunks to...
  12. 12. trees
  13. 13. And draw characters on paper
  14. 14. They can uncork a bottle
  15. 15. Shake coconuts out of palm trees
  16. 16. And pick up a pin or a coin
  17. 17. Just like web analytics
  18. 18. Don’t be afraid to try new things
  19. 19. Elephants didn’t uncork a bottle on their own
  20. 20. So you’ve got your shiny new web analytics platform
  21. 21. and it’s spitting out loads of numbers
  22. 22. Web analytics is not just about the numbers
  23. 23. It’s about Online Business Optimisation
  24. 24. It’s about understanding
  25. 25. Your audience needs
  26. 26. And reducing the gap in between
  27. 27. And you need to manage that gap
  28. 28. You can’t manage what you don’t measure
  29. 29. If you don’t understand why you’re measuring it
  30. 30. You can’t improve it
  31. 31. Problem is there’s so much you can measure
  32. 32. Just because you can doesn’t mean you should
  33. 33. What’s the point of analytics?
  34. 34. Gaining insight into user behaviour
  35. 35. To optimise your
  36. 36. From there, global domination
  37. 37. Getting the elephant out of the corner
  38. 38. Ask yourself three questions
  39. 39. What are your business goals? Who are your audiences? What does success look like?
  40. 40. Overarching Analytics Strategy Business Goals Audience Success •Leads •Recruitment •# of Leads •Sales •Staff •# of Sales •Revenue •Students •$ Revenue •Community •Media •% Conversion + •Business + •Engagement •Awareness = KPI’s
  41. 41. Don’t “report” on reports Stakeholders use different KPI’s
  42. 42. Remember
  43. 43. Not all sites have the same objectives KPI’s will be different
  44. 44. Goal: Optimise online recruitment campaigns Business Goals Audience Success •Leads •Prospectives •# of Leads •Sales •Staff •# of Sales •Revenue •Students •$ Revenue •Community •Media •% Conversion •Business •Engagement •Awareness
  45. 45. What really counts is conversions
  46. 46. Someone doing something
  47. 47. Buying something Signing up for something
  48. 48. Reading your content
  49. 49. Establish a baseline 100,000 visitors 100% 5,000 start an application 5% 1,500 submit an 30% application $13,000 per application 1.5% 1.5% conversion / $19,500,000 revenue
  50. 50. Leads have value Page views have value
  51. 51. Start at the sale value and work back up the funnel
  52. 52. Consider all the touch points
  53. 53. Look at the campaign conversion rate by type of media, source, segment etc You can adjust your thinking accordingly (spend, volume, channel, location)
  54. 54. Don’t just look at the campaign though… Look everywhere
  55. 55. Look for sources of traffic that convert best 0.05% 0.14% 0.34% 1.56%
  56. 56. If they’re not converting find out why and improve it Reduced page bounce rate from 80% to 40% by changing design
  57. 57. If you have a multi-page process look for: •High step abandonment rates •Where they go if they abandon Then look at the questions on the form. Looks for reasons why they abandon. Are you asking for information they don’t have (passport number, drivers license etc)
  58. 58. If you’ve optimised you should see a small lift 100,000 visitors 100% 100,000 visitors 5,000 start an 5,000 start an application 5% 5% application 1,500 submit an 1,550 submit an 30% 31% application application $13,000 per application $13,000 per application $19,500,000 1.5% 1.55% $20,150,000 revenue conversion conversion revenue Lift in conversions +0.05% = $650,000
  59. 59. Remember, 0.05% is a tiny improvement but can yield significant results
  60. 60. Look beyond the numbers
  61. 61. Most people look at the numbers
  62. 62. All they’ll see is the big picture...
  63. 63. 1 million page views this month
  64. 64. They spend 5 minutes on our site
  65. 65. 200,000 visitors this month
  66. 66. But you’re missing the point
  67. 67. 5 minutes on the site
  68. 68. Depends on where they spent it
  69. 69. 5 minutes on the home page could mean they’re lost
  70. 70. 5 minutes on a content page could mean they’re engaged by it
  71. 71. So how can we tell if they’re engaged?
  72. 72. Top Pages report, with key metrics
  73. 73. International Paths – before redesign Color indicates propensity to become a lead Courses Low Average Page Views per visit High
  74. 74. International Paths – after redesign Color indicates propensity to become a lead (+ve increase) Courses Low Average Page Views per visit High
  75. 75. Segmenting by traffic source
  76. 76. Don’t assume all users want the same thing
  77. 77. Course interest geographically segmented
  78. 78. Course interest by country
  79. 79. Searching for gold
  80. 80. Internal search offers great insight Users search for two reasons: 1) They can’t find what they’re looking for 2) They navigate through search
  81. 81. What our Students are searching for
  82. 82. Use seasonality to your advantage Buying books Exam timetables Looking at timetable Library information Term 1 Term 2
  83. 83. Optimise your user experience  Tag clouds  Quick links  Search as you type  Related searches  Did you know…
  84. 84. Optimisation
  85. 85. Just because you like it doesn’t mean they do
  86. 86. Optimise conversions through real-time testing ZeroDash1 survey for eMetrics 2008
  87. 87. Test different creative, layouts and offers to optimise your conversions.
  88. 88. Mid Year 2009 – A/B Testing Conversion point: Application submitted Recipe 1 Recipe 2 Drives user directly to Drives user through a micro-site, then to Online Application System Online Application System Direct access to apply Qualification tool Quick user journey Extended content and email reminders But... a much longer user journey
  89. 89. Mid Year 2009 – A/B Testing results Recipe 1 Recipe 2 0.42% Conversion Rate 0.86% Conversion Rate 204% Lift in conversion against control $2,847,000 incremental revenue
  90. 90. Mid Year 2009 – Behavioural Targeting Target content to users based on their previous activity Higher propensity to convert Re-engage user if they have started but not completed an Better user experience application
  91. 91. Remember, 0.05% is a tiny improvement But can yield significant results
  92. 92. Don’t forget social network sites
  93. 93. Social media has different KPI’s Business Goals Audience Success •Leads •Recruitment •# of Leads •Sales •Staff •# of Sales •Revenue •Students •$ Revenue •Community •Media •% Conversion •Business •Engagement •Awareness
  94. 94. Track blog post views, time on page, pathing
  95. 95. They’re talking; are you listening?
  96. 96. The perfect analytics solution
  97. 97. Just because you pay for it doesn’t mean it’s more valuable
  98. 98. Just because it is free doesn’t mean it’s less valuable
  99. 99. Answer your 3 questions
  100. 100. Define your strategy
  101. 101. measure accordingly
  102. 102. Unleash the elephant
  103. 103. Tim Elleston
  104. 104. Shameless plug http://www.elephantsandanalytics.com.au
  105. 105. Any questions?

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