Weitere ähnliche Inhalte Ähnlich wie Building A Data Driven Website – Taking the Guess Work Out of Your Website (20) Kürzlich hochgeladen (20) Building A Data Driven Website – Taking the Guess Work Out of Your Website2. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
2
5 Steps to building a data-driven website
Define
Business Goals
Unlock your Valuable
Data Sources (ABM)
Simplify Analysis:
Attract, Engage, Convert
Take Action Measure Success,
Optimize, Iterate
3. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
3
What are your website goals/priorities?
• Generate leads/conversions
• Education of prospects
• Partnering/Investing
• Reduce support costs
• Branding/Awareness
• Thought Leadership
• SEO
• Hiring/attracting candidates
6. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
6
Don’t just drive in the quantitative lane
• Key Insights from Google Analytics
• Industry Research
• Competitive Research
• Stakeholder Interviews
• Sales Calls
• Customer Interviews
• Customer Survey through NPS
• Job Candidate Survey
• Best Practices for UI / Heuristic Review
• Critical Review of the Website Today
• SEO Audit
7. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
7
We have solutions for
all kinds of business,
BIZGROUP
learn more »
PR
The website has many
marketing functions
Content
Mktg.
Lead
Gen.
Social
Media
Ads
CRM
9. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
9
Account-based is best for B2B
It Supports The Sales Reality
It Helps Focus On The
Best Growth Opportunities
It Delivers Optimal,
Customer-Centric
Experiences
10. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
10
Attract, Engage, Convert
Website
Goals
Content
Visitor
SegmentsENGAGE CONVERT
ATTRACT
$
11. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
11
Attract
• Who is coming to the site?
• How are they getting there?
• Focus on key segments:
• Visitor Composition
• Traffic Sources
• Campaign Attribution
12. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
12
Attract - Visitor Comp. by Industry
4%
4%
2%
2%
1%
1%
1%
1%
1% Consumer Services
Business Services
Financial
Insurance
Healthcare
Entertainment
Law Firms
Manufacturing
Retail
Non-Company
83%
Company
17%
% OF TOTAL UNIQUE VISITORS
13. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
13
Attract - Traffic Source by Channel
0
50,000
100,000
150,000
200,000
250,000
300,000
Organic Direct Paid Referral Social Other
Non-Company
Company
WEBSITEVISITS
14. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
14
Engage
• What are key segments doing?
• Are they getting to content created for them?
• Time-on-site (key segments)
• Pageviews/visit/visitor (key segments)
• Simplify using Content Groups/Sections
• Higher engagement = higher conversions?
• Engagement as a buying signal
• Test copy & design/experience
15. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
15
Engage - Time on Site by Industry
10% 7% 4%
7%
4%
14%
3%
34%
19%
38% 32%
21%
32%
22%
56%
74%
57%
61%
75%
55%
75%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Business
Services
Energy Financial Healthcare Insurance Law Firms Life
Sciences
Content A
Content B
Content C
16. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
16
Convert
• What is a conversion?
• Are key segments completing goals?
• Goals by audience/segment
• Goal start vs. goal complete
• Design, A/B Testing, Optimization
17. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
17
Convert - Conversion Rate by Size
0%
10%
20%
30%
40%
50%
60%
100 or less 100-250 250-500 500-1k 1k-5k 5k-10k 10k-20k 20k+
EMPLOYEES
18. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
18
Measure and connect the journey
We have solutions for
all kinds of business,
BIZGROUP
learn more »
PR
Content
Mktg.
Lead
Gen.
Social
Media
Ads CRM
ANALYTICS W/ ACCOUNT-BASED IDENTITY
19. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
19
5 Steps to building a data-driven website
Define
Business Goals
Unlock your Valuable
Data Sources (ABM)
Simplify Analysis:
Attract, Engage, Convert
Take Action Measure Success,
Optimize, Iterate
21. T H AN K Y O U
Learn more at:
Demandbase.com