Web analytics
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WSI Analytics Training 2010
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Web analytics
- 1. Web Analytics Presentation offered by KEY27 visual internet marketing
- 2. AGENDA: • Recap • Why is it worth it to offer this service? • Determining KPI’s • Customize the Analytics Reports • Generate reports • Consulting on Reports: – What if …? (exercise)
- 3. Analytics in 7 steps 1. Define site metrics 2. Collect the data 3. Analyze the data 4. Translate the findings 5. Decide on the changes you want to implement 6. Make the changes 7. Finally, Collect the data again
- 4. $ • What services do you offer? • How much are you charging?
- 5. Web Analytics/Site Objectives: • Lead Generation Objective: Get visitors to submit their contact information so that the company’s sales force can contact them • Content Objective: Get the customer to return – Content sites revolve around the advertising business model • Support/Self Service Objective: Provide customers with the ability to find the answers they need regarding their products • E-Commerce Objective: Get customers to buy directly online.
- 6. Defining KPI’s / Reports • Lead Generation Website: Get visitors to submit their contact information so that the company’s sales force can contact them – Tips: • Calls to action on every appropriate page • Telephone number on the top of your site pages • Ease of navigation to the “contact us” page
- 7. Defining KPI’s / Reports • Lead Generation Website KPIS’s: – New Accounts Sign ups – % of New Visitors – % of Returning Visitors – Conversion rate – Contact Us form visits – Contact Us form Completion / Leads Generated – Ratio of Leads to Close (offline ratio) – Cost per Lead – % of Visits by Entry Page
- 8. Defining KPI’s / Reports • Informational / Content Website: – Page views / session – Unique visitors – % New Visitors – % of Returning Visitors – Conversions / Cancelations – Loyalty index – Stickiness / Length of visit – Active subscriber base – Visits – Customer satisfaction - ?
- 9. Defining KPI’s / Reports • Support/Self Service Objective: – Site Performance – How fast is the site? How long it takes to place an order? – User efficiency - "If you have to conduct three searches to get one answer, you’ve done something wrong!" – Average time spent on system - In the past … stickiness. Now …get on and off their sites as quickly and painlessly as possible
- 10. Defining KPI’s / Reports • E- Commerce Website: – Conversion rate – Product Pages Conversion Rates – Average order value – Net dollar per visitor – Great for comparing different advertising campaigns – Click stream (Conversion Path Analysis)- Analyze where customers enter the site and where they exit. – Customer drop-off rates – Cost per Visitor – Average order $ – Average order size – Items per order – Cost per Lead – % New Visitors – % of Returning Visitors – Loyalty / Stickiness – Store Locator page visit – Site Searches – Visitors / day
- 11. Sample GA Dashboard Left navigation General Info Customized Dashboard - Reports
- 15. Personalized URL Builder • What for? • TRACKING !!! – Emails – Banners – Buttons / Call to Actions – PPC campaigns
- 17. ANALYTICS IN ACTION : • http://analytics.google.com • Username: wsianalytics@gmail.com • Password: wsianalytics123
- 18. What if … ? PPC & Analytics Uau … great CTR!!! I am doing GREAT !
- 19. What if … ? PPC & Analytics
- 20. What if … PPC & Analytics – What’s next ?
- 21. What if…Most Exited Pages ?
- 22. What if…Most Exited Pages ?
- 23. What if … Highest Bounced Page ?
- 24. LP Optimization
- 25. What if …Where the visitors are coming from ?
- 26. Who Is looking for me?
- 27. What if …Where the visitors are coming from ? - cont
- 28. What if … Which keywords converted best?
- 29. What if … Which browsers are used?
- 35. THANK YOU! CONTACT INFO: SERVICES: office@key27.com - Webdesign - Interactive Content (digital 1-905-467-6055 publishing) www.KEY27.com - Landing Pages Design -Digital MarKEYting - Website Conversion Optimization - Flash Content - Landing Pages Conversion - Print Design Optimization - Logo Design - Email Marketing Conversion Optimization
Hinweis der Redaktion
- http://analytics.google.com Username: wsianalytics@gmail.com Password: wsianalytics123
- 1. Define site metrics: Set KPIs Define Reports Customize the Dashboard 2. Collect the data: code inserted properly 3. Analyze the data Identify the Reports Stick only to the Reports identified at 1. 4. Translate the findings: Talk the language the client would understand 5. Decide on the changes you want to implement: Up sale Cross sale 6. Make the changes 7. Finally, Collect the data again
- Pretty much any site can be categorized in one or more of the 4 types: Content sites enjoy the highest adoption of Web analytics, followed by commerce, lead generation and self service models. For a Web site to benefi t from Web analytics, it should include one or more of site types mentioned above. ■ Commerce: In this environment, the goal is to get customers to buy directly online. Examples of such sites include Amazon, Best Buy and profl owers.com. Web analytics can be centered on the site goal of online purchase and should tie clickstream data to online purchases for detailed business-level reporting. ■ Lead Generation: In this model, the goal of the site is to get visitors to submit their contact information so that they can be contacted by the company’s sales force. Examples of such sites include New York Life, Sun Microsystems Web Analytics — It’s Surprisingly Simple | Page 3 and Northwestern Mutual, which specialize in sales of specialized products and services. In this case, web analytics should be centered on lead capture or form submits to help marketers understand how they can increase their lead conversion. ■ Content: Content sites revolve around the advertising business model. Examples of such sites include ESPN.com, abcnews.com and foxsports.com. The goal is to get visitors to keep coming back. Contents should therefore be refreshed at appropriate rates for such sites to be successful. ■ Support/Self Service: The support or the self service model revolves around providing customers with the ability to fi nd the answers they need regarding their products. This model revolves around cost savings associated with de- fl ection of call center volumes.
- New Account Signups Percent New Visitors : the number of potential new customers landing on your site Conversion Rates : the percentage of visitors that download white papers, sign up for mailings, subscribe to a newsletter, etc. Contact Us Form Completions : for products or services that are purchased offline and have an extended sales timeline, Contact Us Forms should be treated as a conversion “ Get a Quote” Requests : this can also be a conversion 1-800 Tracking : the number of calls to the (preferably unique) toll-free number listed on your site Ratio of Leads to Close : the likelihood a lead will complete the transaction – this is an offline ratio Length of Visit: the amount of time a visitor spends on your site in a given visit Ratio of New to Returning Visitors : the ratio of new to previously acquired visitors Page "Stickiness" : the likelihood of successfully retaining a visitor who arrives at a key landing page (usually a PPC landing-page or product information page) Percent of Visits by Entry Page : measures the efficacy of your marketing messages at driving visitors to the site Conversion by Campaigns Ad Clicks : measures how successful your PPC campaign is; however, try to remember that CTR is not as important as Conversions/Click – I would rather have a 2%CTR and a 100% conversion rate because this indicates that my online marketing message is bang on; meaning I am driving both my sponsored and organic traffic to conversions Drivers to the Registration Process Site Abandonment 1. Leads Generated - Leads for the reporting time frame 2. Lead Conversion Ratio - Total Leads/Total Visits 3. Cost per Lead - Total Costs/Total Leads 4. Web Inquiries - Total number of web inquiries for the reporting time period 5. Web Inquiry Failure Rate - Total Inquiries/Total VisitsIt is suggested that once you configure the date range and reporting style to your liking, that you create a dashboard view of this report and save it under the category of “Strategic KPI” for easy viewing and scheduled delivery. You may also consider creating an alert to notify you or key stakeholders of any significant changes in this metric.
- New Account Signups Percent New Visitors : the number of potential new customers landing on your site Conversion Rates : the percentage of visitors that download white papers, sign up for mailings, subscribe to a newsletter, etc. Contact Us Form Completions : for products or services that are purchased offline and have an extended sales timeline, Contact Us Forms should be treated as a conversion “ Get a Quote” Requests : this can also be a conversion 1-800 Tracking : the number of calls to the (preferably unique) toll-free number listed on your site Ratio of Leads to Close : the likelihood a lead will complete the transaction – this is an offline ratio Length of Visit: the amount of time a visitor spends on your site in a given visit Ratio of New to Returning Visitors : the ratio of new to previously acquired visitors Page "Stickiness" : the likelihood of successfully retaining a visitor who arrives at a key landing page (usually a PPC landing-page or product information page) Percent of Visits by Entry Page : measures the efficacy of your marketing messages at driving visitors to the site Conversion by Campaigns Ad Clicks : measures how successful your PPC campaign is; however, try to remember that CTR is not as important as Conversions/Click – I would rather have a 2%CTR and a 100% conversion rate because this indicates that my online marketing message is bang on; meaning I am driving both my sponsored and organic traffic to conversions Drivers to the Registration Process Site Abandonment 1. Leads Generated - Leads for the reporting time frame 2. Lead Conversion Ratio - Total Leads/Total Visits 3. Cost per Lead - Total Costs/Total Leads 4. Web Inquiries - Total number of web inquiries for the reporting time period 5. Web Inquiry Failure Rate - Total Inquiries/Total VisitsIt is suggested that once you configure the date range and reporting style to your liking, that you create a dashboard view of this report and save it under the category of “Strategic KPI” for easy viewing and scheduled delivery. You may also consider creating an alert to notify you or key stakeholders of any significant changes in this metric.
- Conversion Rates : the likelihood users will sign up with you, subscribe, register or ask to receive information. This KPI addresses both goals of measuring online and offline subscriptions. Online by determining how many new online subscriptions occurred and offline by the number of information form requests filled out requesting information about offline subscriptions. Length of Visit/Average Time Spent on Site: this metric helps measure your goal of wanting to increase the amount of time users spend on the site during a given visit. Other Key Performance Indicators for Content Based Site Owners to Consider Average Page Views : the number of pages the visitor visited can indicate the strength of your visitor's connection to the information you provide Percent Returning Visitors : percentage of retained visitors returning to your site Cancellations : the likelihood your subscriber cancels their subscription through an unsubscribe form Average subscription length Active subscriber base (based on different time weekly, monthly, etc depending on model) Visits per month (or quarter or week). RSS Syndication Blog Stats : (ie. Technorati, Digg etc) Let’s take general page views as one data point. A raw number of page views just tells you how many times in a given period people looked at pages within your site, which basically doesn’t tell you much at all. More meaningful, however, is how those page views translate to the effectiveness of your site. This is where a KPI can help. Let’s say your site is built around providing in-depth content on a specialist subject and generates revenue through providing in-depth content on a specialised subject and generates revenue through a cost per thousand impressions (CPM) advertising model. Your goal is to have a site that engages visitors and encourages them to view a large number of pages and, by doing so, ads. In this case, average page-views per session or visit is the KPI to look at – and the higher the better. On the other hand, if a site’s purpose is to deliver information quickly so visitors can get what they need quickly (e.g. an e-commerce site for office supplies), your goal would be a low number of average page views per visit. Determining which KPIs to use depends on the overall purpose and goals of a website. Perhaps the most difficult part of web analytics is determining which KPIs to use. The sheer number of KPIs available can be overwhelming, as can the multitude of ways to compare the data they offer. This can mean you’re looking at every possible “this means that” scenario. To help cut through all the KPI confusion, we’ve come up with a list of a few basic KPIs that will tell you the most, while requiring the least (amount of time, specialty knowledge, etc.). Visitors per Conversion, Lead or Order : This KPI could just as easily be called “how many visitors does it take for your website to achieve its goal?” Whether the goal of your site is to generate leads for the sales team or to have visitors purchase goods or services, this measurement tells you if your Web site is working. Consider this example: You decide to host a Webinar because you have content that appeals to your target audience, and you get 100 people to visit your Webinar registration page, but only 5 people sign up (convert). This is a good indication that there is a problem with your registration page. Most likely, the layout design is poor, the copy itself is confusing, or the page requires visitors to provide too much personal information. Knowing this, you can tweak these aspects of the page, reexamine the KPI, and determine what was hindering your Webinar registration. Cost per Lead : For any organization streamlining processes to get more out of their investments, the cost per lead measurement can help you see which investments are paying off and which might need cut off. To return to the Webinar example, let’s say the aggregate cost of your Webinar project was $5,000. You generated two leads. The boss says he’s not paying $2,500 per lead. Next steps? Try finding ways to cut your event costs or updating content to improve response rates and registration numbers (ie. conversion). Stickiness : Consider the previous example of page views per visit. It measures how deep a viewer gets into the overall web site content. By measuring the level of involvement and length of time a visitor spends in a specific content area, though, you can determine a number of actions. If viewers are highly engaged in the content area, you may want to keep the section the same, or put links to other parts of your site that relate to this content. If visitors aren’t spending as much time in a section as they once did, it’s probably time to update your content. In some cases, if visitors are not going to a page at all, it can signal that there’s a problem with your navigation. Percentage of New Visitors : By measuring what percentage of visitors are new, you can gauge how successful your marketing programs are in attracting new visitors to your site. If you’re at a point in the year when you’re trying to keep the loyalty of your existing visitors, then ideally percentage of returning visitors should make up the majority of your web traffic.
- Customer drop-off rates – 2001 - According to Jupiter Research, 71% of sites do not analyze customer drop-off rates, even though 66% of consumers reported having abandoned a purchase while on a website. Conversion Rate : the likelihood of successfully driving a visitor to purchase. You will need to track online purchase vs. offline as a result of visiting the site. Cost Per Visitor : the cost of each site visitor to your business. Average Order Value/Size : changes in the overall audience makeup and the affect on the online revenue patterns Percent New Visitors : the number of potential new customers landing on your site each month. Are these visitors qualified? What stage of the buying funnel are they in? Ratio of New to Returning Visitors : the ratio of new to previously acquired visitors as well as a measure of customer loyalty and repeat online business. Page "Stickiness" : the likelihood of successfully retaining a visitor who arrives at a key landing page Customer Life Time Value : the likelihood that satisfied customers will tell their friends resulting in an increase in online/offline sales. This is more intangible and may be difficult to track. Add/View Items in Cart : as well as cart abandonment Effect on offline sales Unique toll-free numbers Store locator Order printout Conversion Path Analysis : how are users converting on the site? New Account Signups : how much time and money are these new account signups spending on your site? Product page conversion rates Site wide conversion rates Campaign conversion rates Visitors/day Average value/sale Revenue/day All of these can effectively be tracked in Google Analytics - the only KPI mentioned above that may be a little tricky to discover is the conversion rate by product page. You can find this metric by located the specific page in the top content report, segmenting the page by source, and clicking the ecommerce tab. This report will give you the overall conversion rate for the page, and it will break down each referral's (campaigns) conversion rate. AVERAGE ORDER VALUE (AOV) = total revenue divided by orders BUYING SESSIONS = visitor sessions with a purchase divided by total sessions NEW VS RETURNING VISITOR % = new visitors divided by all unique visitors RATIO NEW to RETURNING VISITORS = new visitors divided by returning visitors CUSTOMER RETENTION RATE = previous unique buyers divided by previous unique visitors ORDER CONVERSION RATE = orders divided by visitors BUYER CONVERSION RATE = buyers divided by visitors SHOPPING CART ABANDONMENT RATE = percent of sessions where item was added to cart but the order was not completed ORDERS PER SESSION = orders divided by sessions ITEMS PER ORDER = items divided by orders
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- http://www.wsimasters.com/lpspanish
- Content / Top Exit Pages
- Content / Top Exit Pages
- Content / overview /
- Entrance sources Entrance keywords
- Why is this important? See Nitesh Joshi UK client and Sweden traffic What is the conversion of these countries?
- Story with escort services
- Keyword sbriging traffic?
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