Don't jump into Google Analytics without defining your KPIs first. Set your targets and analyse with this guide. Includes strategies and tactics to solve the low traffic and low web site conversion problems. Apply these ideas to improve your sales and leads by a huge margin at a low cost.

1. Web Analytics for
Customer Acquisition
NASSCOM Product Conclave 2013
Seby Kallarakkal
@sebyk
CEO, Nabler
Arun Agrawal
@ebizindia
Chairman & MD, Ebizindia Consulting
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2. Few questions
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3. ~80 Standard reports
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4. Parallel
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5. Take away #1
Know what metrics or KPIs matter
to you before you open the tool.
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6. November 2012 Scorecard
25,200
10%
2.4%
5020
Visits
Engaged visits
Conversion
Additional FB likes
7% up
0% diff
10% up
15% up
vs. last month
vs. last month
vs. last month
Additional FB likes
-25%
-20%
-15%
-25%
vs. target
vs. target
vs. target
vs. target
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7. Take away #2
Context matters. Target matters.
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8. How to design KPIs?
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9. Introduction to the REAN* Framework
Reach
Engage
Activate
Nurture
What
methods are
used to
acquire
visitors on the
website?
How do
visitors
interact with
the website?
What
preferred
actions are
taken by the
visitors?
How to retain
and reengage with
the acquired
consumers?
R
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A
N
* Developed by Xavier Blanc
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10. Process for identifying KPIs
• Identify actors – classify them
• Collect business questions from all actors
• Define reach sources
• Define engagement
• Define activation
• Define nurturing methods
• Designing KPIs for reach, engagement, activation and nurture
• Map KPIs to actors
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11. Example – Tally, a software product
Fictional exercise
for Tally
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12. Actors
Budget owners
Platform owners
CMO
Web development manager
CEO
Webmaster
Business owners
Digital marketing manager
Content manager
Business unit heads
Campaign managers
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13. Collect business questions
• How are campaigns doing?
• Which channel is performing the best for us in terms of leads?
• Do people register for webinars? Is it worth even organizing webinars?
• How useful is chat?
• How well is our content doing?
• Is our website easy to navigate?
• How come we don’t generate too much revenue from our website?
• What is the main reason for people to come to our site?
• Which pages require rewriting?
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14. Identify reach sources
• What channels / websites / methods will be used to acquire visitors?
–
–
–
–
–
Natural search
Paid search
Display campaigns
Email campaigns
Direct, brand-aware
Reach
What methods
are used to
acquire
visitors on the
website?
R
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15. Identify engagement
• What do you think people should do on the website so that they would convert?
–
–
–
–
–
–
Stick around and not bounce?
Read about products?
Watch videos?
Read about solutions?
Chat with agent?
Read case studies?
Engage
How do
visitors
interact with
the website?
• Classify activities into
– High engagement
– Moderate engagement
– Light engagement
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16. Identify preferred actions
• Get people to sign up for a demo
• Get people to purchase products online
• Get people to register for a webinar
• Get people to call
• Get people to upgrade
Activate
What
preferred
actions have
been taken by
the visitors?
A
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17. Identify nurturing methods & activities
• Methods
– Email newsletter
– Promotional email
Nurture
• Activities
– Request for training
– Search for partner
– Follow on social channels
How to retain
and re-engage
with the
acquired
consumers?
N
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18. Now we are ready to design our KPIs
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19. Defining KPIs for Reach
• What parameter do you want to use to identify your best source?
– Use business questions
– Use engagement activities
– Use preferred actions
• For the Tally example, the parameters could be
–
–
–
–
Traffic
Cost per visit
Cost per highly engaged visit
Cost per preferred action (buy, demo, webinar etc.)
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20. KPIs for Reach
KPI Name
Calculation
Explanation
Benchmark
Actions
Actor
Share of
visits
Visits from a
traffic source /
total visits
Shows how each source is
doing from a traffic
perspective
Historical – 20%
YoY for the same
month
Optimize channels
to get the required Campaign
traffic within the
manager
budget
Cost per
visit (CPV)
Money spent /
visits for each
source
Shows how much it costs to
get a visit from each of the
traffic sources
Rs.50
Optimize each
channel
Cost per
highly
engaged
visit (CPEV)
Money spent /
highly
engaged visits
from each
source
Shows how much it costs to
get a highly engaged visit
from each of the traffic
sources
Rs.250
Optimize each
channel. Segment Online marketing
by landing page / manager
product
Rs.1000
Optimize channel /
landing page /
Online marketing
product /
manager
navigation /
testing
Cost per
order
Money spent / Shows how much it costs to
total orders for get an order from each of
each source
the traffic source
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Campaign
manager
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21. Quick exercise
Reach sources
Activities defining high
engagement
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Preferred actions
Nurturing methods
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22. Two techniques
1. Segmentation
2. Building a model
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23. Segmentation - example
• Target – visit to order ratio of 2.5%
• Actual – 2.2%
Segment by
So that
Source / campaign / channel
Optimization and realignment of campaigns
Day of the week
Customization by day of the week
Landing page
Landing page optimization
Split Testing
City / State
Optimization and realignment of campaigns
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24. Modeling
Excel model to arrive at targets
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25. The Digital Analytics Company
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26. At Rs.25,000 per license, the company needs 200 orders annually or
4 per week. 4 is highlighted since that’s the frequency I’m
suggesting.
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27. We are building a model and this is a critical assumption – 25%
conversion target. This should be watched very closely or the whole
model would fall apart.
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28. Few more numbers.
So it boils down to 1600 web leads in a year
or
33 web leads in a week.
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29. With the assumption of 2.5% visit to lead ratio, we have now arrived
at a weekly target of 1333 visits.
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30. Let’s say, you take stock and realize you get around 20 visits / day
from organic / direct and 5 from social
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32. More on optimizing
Scenarios
1. Visits too low
2. Conversion too low
3. Campaigns not doing too well
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33. Solving the Low Traffic Puzzle
SEO
Newsletter
advertising
PPC
Traffic
Media
buying
Social
Media
Email lists
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Content
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34. Solving the Low Traffic Puzzle - 1
Search Engine Optimisation (SEO)
• Organic search traffic
• So-called 0 cost.
• Time consuming, unreliable.
• Landscape is changing very frequently.
• Can’t depend on this heavily.
Metrics
Segment by
Visits
Landing page
Share of visit
City / State
Revenue
Product line
Leads
Type of page
Engagement
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35. Solving the Low Traffic Puzzle - 2
Pay Per Click
• Expensive. Costs are rising.
• More reliable. Almost works out as traffic on
demand.
Metrics
Segment by
Visits
Keyword
• Excellent in short term for testing site conversion
etc.
Share of visit
Ad group
Revenue
Campaign
Leads
Landing page
Engagement
City / state
• Great source for steady supply of visitors if the
ROI has been worked out as positive.
Cost per click
CTR
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36. Solving the Low Traffic Puzzle - 3
Social media
• Creative approach needed.
• Build reputation, connect with current and future customers.
Metrics
Segment by
• Monitor and engage in conversations.
Visits
Landing page
• Get established as the expert in the industry and subject matter.
Share of visit
City / State
Revenue
Product line
Leads
Type of page
Engagement
Network
Likes
Follower category
• LinkedIN, Facebook, Twitter, Quora, many more.
Retweets
Comments
Virality
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37. Solving the Low Traffic Puzzle - 4
Content distribution
• Great and evergreen strategy.
• Develop content which answers problems and issues important to the prospect.
• Point to the problem, describe solution (how to solve the problem) and
refer to your product as a cost- effective way to do it.
• Distribute in multiple modes like PPT, PDF etc.
Segment by
Visits
Source
Share of visit
City / State
Revenue
Product line
Leads
• Your blog, Slideshare, Ezinearticles, Blogspot, Facebook, Twitter
Metrics
Type of content
Engagement
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38. Solving the Low Traffic Puzzle - 5
Email lists
• Contrary to popular belief, it still works very well.
• List building is the challenge.
Metrics
Segment by
• Auto-responders and email shots.
Visits
Lists
• Great for prospect nurturing.
Share of visit
Time of the day
Revenue
Day of the week
Leads
Date
Engagement
Subject line
Delivered ratio
Message/Offer
Open ratio
City / State
• Need to provide high content to sales ratio (suggest 70-30%
or even 80-20%).
CTR
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39. Solving the Low Traffic Puzzle - 6
Media buying
• Best to use targetted messaging and avoid branding in the initial stage.
• Banners on highly targeted sites like Moneycontrol, Lifehacker, Gizmodo.
• Radio, TV, print.
Metrics
Segment by
Impressions
Source
Visits
Offer
Orders
Banner/ad design
Subscriptions
Day, time
Engagement
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40. Solving the Low Traffic Puzzle - 7
Newsletter advertising / solo-ads
• Study several issues of the newsletter to study approach, content to sales ratio.
• Response rates can be pretty good with a nicely matching message.
• Owner endorsement can boost the response rate very high.
• Watch response rates like a hawk.
Metrics
Segment by
List size
Newsletter
Visitors
Offer
Orders
Banner/ad design
Subscriptions
Mailing day
Engagement
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41. Solving the Low Traffic Puzzle
Measure. Spot the winners. Repeat.
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42. Tracking & Measuring Campaigns
• Example target URL:
– www.domain.com/page.php?
utm_source=twitter&utm_medium=social&utm_campaign=whybuyreason31
• Another one:
– www.domain.com/page.php?
utm_source=google&utm_medium=cpc&utm_campaign=core-doors
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43. Conversion Optimisation for Higher ROI
To get 2x sales (or leads), you can
• 2x the traffic (expensive, recurring cost) or
• 2x the conversion (one time effort, low cost).
Example (Sale Price = $100)
Visitors
Cost/visitor
Total cost
Conversion Sales Total sales
%
• 100 visitors @ $1 per visitor (total=$100), 2% conversion (2 sales) = $50 cost per sale
• 200 visitors @ $1 per visitor (total=$200), 2% conversion (4 sales) = $50 cost per sale 200
100
$1
$100
2%
2
• 100 visitors @ $1 per visitor (total=$100), 4% conversion (4 sales) = $25 cost per sale 400
200
$1
$200
2%
4
Conclusion
100
$1
$100
4%
• You can afford costlier traffic if you get good conversion rates.
100
$2*
$200
4%
4
4
400
400
Profit
100
200
300
200
* You can afford costlier traffic if you convert better.
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44. Landing Page Optimisation
Landing pages offer the highest ROI for time invested.
• Offer to landing page message match
• Highlight benefits. If you show features, add a bit about how these features benefit the user.
• Credibility boosters – logos, associations, awards, number of users etc.
• Clear call to action – must have. Show what they will get if they click.
• Check with in-page analytics report or heat map.
• Check bounce rate and see how you can reduce this. Focus on high traffic pages first.
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45. Landing Page Optimisation - 1
Check bounce rate and see how you can reduce this. Focus on high traffic pages first.
• Continue the experience. Match colours, language etc.
• Ensure offer to landing page match.
• Reiterate the promise.
• Don’t bait and switch.
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46. Landing Page Optimisation - 2
Highlight benefits. If you show features, mention how these features benefit the user.
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47. Landing Page Optimisation - 3
Credibility boosters – logos, associations, awards, number of users etc.
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48. Landing Page Optimisation - 4
Have a clear call to action. Show what they will get if they click.
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49. Split Testing with GA
GA allows A/B split testing for FREE.
• What to test?
• Set up different versions.
• Set up the conversion goal.
• Run Test.
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50. Split Testing with GA - demo
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51. Split Testing with GA - demo
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52. Split Testing with GA - demo
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53. Split Testing with GA - demo
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54. Split Testing with GA - demo
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55. A/B Split Testing with GA – watch out
• Low traffic considerations (micro-conversion)
• Statistical significance
• Part splitting for avoiding risk of a major dip
• Validate results by repeating tests in future
Always Be Testing
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56. Summary
• Define KPIs. Define targets
• REAN framework
• Segmentation
• Modeling
• Ideas for low traffic situation
• Landing page optimization
• Testing
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57. Thank You
Seby Kallarakkal
@sebyk
seby@nabler.com
Arun Agrawal
@ebizindia
arun@ebizindia.com
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58. Appendix A
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59. Best practices for GA tagging & configuration
• Define goals
• Define funnels
• Define goal value
• Create multiple profiles
• Eliminate internal IPs
• Use custom variables
• Create custom reports
• Set alerts
• Tag events
• Tag outgoing links
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