Analyzing Website Performance Digital Marketing Auditing Borislav Kiprin "Summarizing the key aspects of each type of analysis (purchasing process, lead process, onsite search, home page, brand metrics & landing pages) It is important to understand the difference between website performance reporting and analysis. Think of reporting as ..."

1. EI MDMK10
Borislav Kiprin
Analyzing Website
Performance
Digital Marketing Auditing – Session 5
Individual Report
Plovdiv, 4024
Phone: +359 879993700
E-Mail: bk@borislavkiprin.com
Web: www.borislavkiprin.com

2. 2 Borislav Kiprin
Summarizing the key aspects of each type of analysis (purchasing process,
lead process, onsite search, home page, brand metrics & landing pages)
It is important to understand the difference between website performance reporting and analysis. Think of
reporting as stating the facts and analysis as taking things to the next level and understanding why does facts
are such and what can be done taking them into account. The following types of analysis are
Purchasing
Lead Process Onsite Search Home Page Brand Metrics Landing Pages
Process
• Gathering • Gather lead • Gather onsite • Identify ZAAZ • Define brand • Identify user
conversion conversion search Exit Ratio (= metrics in behavior per
funnel data data behavior Site exits from alignment with marketing
• Divide the • Divide data • Identify the a page/page you business campaign
data per per lead top searches visits to that goals format
conversion generation and divide by page • Pay attention • Explore
steps analyze module - visitor types • Follow the to site visits, different
where and identify the • Fintune to next click form branded layouts, call for
why they left, best make content the home searches, action and
where did they performing & more visible or page repeat buyers , analyse
go ill-performing add content • Finetune the depth of conversion
• Finetune if you ones to decrease homepage to exploration • Finetune to
have to • Finetune if you confusion decrease the etc. the best
have to - ZAAZ Exit Ratio • Finetune the performing
wording, website to one and keep
design etc. create a on
better UX experimenting
How to segment traffic?
Based on type of visits - Users behave differently Create a Hot Box on each
Identify Segments
Define Desired
Behavior
Customize per-
segment and for-all
where they come from, and go differently about page - content is
how often and what satisfying their needs determined by segment
prompted them. identity
Identify typical agendas
Is the user proactively
segmeting himself?
Do you need to use
cookies and different
landpages to segment the
user?
Offline conversion and delayed conversion: how does it work?
Offline Conversion Delayed Conversion
It is important to analyze the whole transaction Occuring when transaction process requires
process onsite and offsite aprrovals
It is important to somehow tag the customer
Mesaure metrics onsite and offsite initially and the follow the process (RMB, Promo
Codes etc.)
A good example is the mini Cooper website that It is also important to benchmark on regular time
drives traffic to its offline reseller sites basis to get a clear picture of trends