48. Understanding behaviour means we understand
Our audience segments
and
• What they’re looking for
• Where they look
• How far they scroll
• What they read (scan)
• What they click on
• How they navigate and find information
76. Developing Personas
PSYCHOGRAPHICS
Motivations for using the
web?
What do you use it to do?
Where else do you seek
out information?
What tasks do you carry
out online?
WEBOGRAPHICS
Favourite sites
Usage platform
Location
Usage frequency
Common user behaviours
DEMOGRAPHICS
Age
Gender
Education
Job
Location SOFT QUESTIONS:
Work life balance
Issues/pressures
Future desires
User Profiles
Persona
80. you could measure:
Task completions
Engagement
Clicks to something
Traffic Sources
New vs. Repeats
Job apps submitted
Experts viewed
News articles read
Research CategoriesUnique Visitors
Keywords searchedNavigational paths
?
81. Now you’re on the way
to seeing a more
complete picture
100. “200,000 visitors last month…
48% came from Organic Search
Segmentation lets you
understand interesting things
101. “200,000 visitors last month…
48% came from Organic Search
of which 38% looked at courses for around 5 mins
(but only 54% of Organic Search traffic was Domestic)
Segmentation lets you
understand interesting things
102. “200,000 visitors last month…
48% came from Organic Search
of which 38% looked at courses for around 5 mins
(but only 54% of Organic Search traffic was Domestic)
2% of traffic came from other University sites
10% came from other websites that link to us
Segmentation lets you
understand interesting things
103. “200,000 visitors last month…
48% came from Organic Search
of which 38% looked at courses for around 5 mins
(but only 54% of Organic Search traffic was Domestic)
2% of traffic came from other University sites
10% came from other websites that link to us
Search traffic also accounted for 44% of our leads and
31% of our application submissions”
Segmentation lets you
understand interesting things
110. Courses Section : 1.67m page views
Segmentation example
Pretty boring and largely useless…
111. Courses Section : 1.67m page views
New / Repeat PVs : 837k / 618k = sort of an insight
Segment by First vs. Repeat user
= boring and useless
112. Courses Section : 1.67m page views
New / Repeat PVs : 837k / 618k
= not much betterFrom Google : 285k / 217k
= sort of an insight
Segment by Organic Google Australia
= boring and useless
113. Courses Section : 1.67m page views
New / Repeat PVs : 837k / 618k
= not much betterFrom Google : 285k / 217k
= insight1st Time engagement : 1-5 mins
= sort of an insight
= insightLoyal engagement : 30-60 mins
Segment by Time Spent
= boring and useless
126. Onsite Search
Insight: We can reduce downtime through Search optimisation
Through their searches, they’ve told us, now help them out...
“search as you type” reduces search time
153. Cost to save : $15,000/yr
Monitoring Tools: $9,000/yr
Tweetdeck: Free
One social butterfly: $6,000/yr
ROI: 2,900%
154. Cost to save : $15,000/yr
Monitoring Tools: $9,000/yr
Tweetdeck: Free
One social butterfly: $6,000/yr
ROI: 2,900%
And our social butterfly
soothed at least 5 twitter-tantrums
in the last 6 months.
179. Customer Value - Do you know it?
Value of a Lead
Leads Started
Visitors to XVisitors
Applications Started
Applications Submitted
Offers made
Acceptances
Enrolments
Year 1 Completions
Year 2 Completions
Year 3 Completions
CustomerValue
180. Customer / Channel ROI - Do you know it?
Value of a Lead
Leads Started
Visitors to XVisitors
Applications Started
Applications Submitted
Offers made
Acceptances
Enrolments
Year 1 Completions
Year 2 Completions
Year 3 Completions
CustomerValue
Search
Traffic
Channel Costs
181. Customer / Channel / Segment ROI - Do you know it?
Value of a Lead
Leads Started
Visitors to XVisitors
Applications Started
Applications Submitted
Offers made
Acceptances
Enrolments
Year 1 Completions
Year 2 Completions
Year 3 Completions
CustomerValue
Search
Traffic
New
Repeat
Channel Costs
by segment of channel