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B2 B Case Studies

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Two web analytics case studies presented to the Cincinnati Marketing Association B2B group. One case study looked at a retail/e-commerce site, defined the objective, identified the KPI\'s used in the methodology and showed results.
The other case study looked at a lead generation site where the objective was to decrease aquisition costs. Methodolgy used a conversion funnel.

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B2 B Case Studies

  1. 1. CincinnatiAMA B2B SIG<br />Case Studies<br />&quot;Case Studies of <br />Web Analytics in Action.“<br />
  2. 2. CincinnatiAMA B2B SIG<br />Case Studies<br />Agenda<br /><ul><li> Introduction
  3. 3. Four Stages of Customer Lifecycle
  4. 4. Four Business Models
  5. 5. Case studies</li></ul>WebTech Analytics<br />
  6. 6. CincinnatiAMA B2B SIG<br />Case Studies<br />Key Performance Indicators by Business Type, addressing which indicators are appropriate to each job type for each business model.<br />• Senior strategists: three to five top-line KPIs that speak directly to core<br /> business objectives and profitability.<br />• Mid-tier strategists: need to see the same KPIs as senior strategists and<br /> those indicators that add an additional level of detail .<br />• Tactical resources: should get the same indicators that senior executives <br />and mid-tier strategists see, plus appropriate tactical KPIs to keep an eye<br /> operational details.<br />WebTech Analytics<br />
  7. 7. CincinnatiAMA B2B SIG<br />Case Studies<br />Four Business Models<br /><ul><li>On-line Commerce
  8. 8. Advertising
  9. 9. Lead generation
  10. 10. Customer Support</li></ul>WebTech Analytics<br />
  11. 11. CincinnatiAMA B2B SIG<br />Case Studies<br />The Four Stages of the <br />Customer Life Cycle<br /><ul><li> Reach
  12. 12. Acquisition
  13. 13. Conversion
  14. 14. Retention</li></ul>WebTech Analytics<br />
  15. 15. CincinnatiAMA B2B SIG<br />Case Studies<br />Case Studies<br /><ul><li> Retail Site
  16. 16. Lead-generation Site</li></ul>WebTech Analytics<br />
  17. 17. CincinnatiAMA B2B SIG<br />Case Studies<br />Case Study for Retail Site<br />KPIs<br />Overall Traffic Volumes<br />Ratio of New to Returning Visitors<br /> Order and Buyer Conversion Rate<br /> Cart Checkout Completion rate<br />WebTech Analytics<br />
  18. 18. CincinnatiAMA B2B SIG<br />Case Studies<br />Case Study for Retail Site<br />Business<br />Tire company that provides people with a wide variety of choices and <br />low prices for tires and wheels, either at retail locations or for purchase on the Internet. <br />Approach<br />Drive qualified buyers to the website for direct sales and getting more traffic into local stores are vital goals. <br /><ul><li>Overall Traffic Volumes</li></ul>WebTech Analytics<br />
  19. 19. CincinnatiAMA B2B SIG<br />Case Studies<br />Traffic pattern measured for a single day on Website<br /> Total volume of visits compared to online marketing activity <br />WebTech Analytics<br />
  20. 20. CincinnatiAMA B2B SIG<br />Case Studies<br />Business<br />Tire company that provides people with a wide variety of choices and <br />low prices for tires and wheels, either at retail locations or for purchase on the Internet. <br />Approach<br />Drive qualified buyers to the website for direct sales and getting more buyers into local stores are vital goals. <br /><ul><li> Over all Traffic Volumes
  21. 21. Percentage of New versus Returning Visitors</li></ul>WebTech Analytics<br />
  22. 22. CincinnatiAMA B2B SIG<br />Case Studies<br />WebTech Analytics<br />
  23. 23. CincinnatiAMA B2B SIG<br />Case Studies<br />Business<br />Tire company that provides people with a wide variety of choices and <br />low prices for tires and wheels, either at retail locations or for purchase on the Internet. <br />Approach<br />Drive qualified buyers to the website for direct sales and getting more buyers into local stores are vital goals. <br /><ul><li> Over all Traffic Volumes
  24. 24. Percentage of New versus Returning Visitors
  25. 25. Conversion Rates</li></ul>WebTech Analytics<br />
  26. 26. CincinnatiAMA B2B SIG<br />Case Studies<br />Abandonment <br />without in-stock guaranty<br />Abandonment <br />with in-stock guaranty<br />Result was an increase of<br />14% in sales from the change<br />in language.<br />Check out and make a Reservation<br />Purchase and make a Reservation<br />Result was an increase of <br />sales by reassuring customers<br />their items would be located<br />and in stock at time of their<br />appointment.<br />WebTech Analytics<br />
  27. 27. CincinnatiAMA B2B SIG<br />Case Studies<br />Results<br /><ul><li> tracked the return on investment for specific products.
  28. 28. used key performance summary reports to keep company </li></ul> executives informed about the progress and sales results.<br /><ul><li> pinpointed the most successful language for the checkout </li></ul> button, resulting in an increase in online sales of 14 percent<br /><ul><li> Abandonment rates for out of stock items plummeted and </li></ul> sales increased by 36 percent.<br />WebTech Analytics<br />
  29. 29. CincinnatiAMA B2B SIG<br />Case Studies<br />Case Study for Lead-generation Site<br />KPIs<br />Lead generation for campaign or campaign types<br />Lead generation conversion rates<br />Average Cost per lead generated<br />WebTech Analytics<br />
  30. 30. CincinnatiAMA B2B SIG<br />Case Studies<br />Case Study for Lead-generation Site<br />Business<br />Company that sells extended auto warranties online and also have a telephone sales team. They run TV and print advertising, direct mail, PR and all the other elements from a well-rounded marketing program.<br />Approach<br />Task was to improve the ROI on all this activity without actually changing it or spending more money. There are two Target Actions; get people to purchase online or get people to fill in a tele-sales form.<br />Lead generation for campaign or campaign types<br />WebTech Analytics<br />
  31. 31. CincinnatiAMA B2B SIG<br />Case Studies<br />2.9%<br />2.5%<br />1.7%<br />1.7%<br />2.1%<br />New Visitors<br />WebTech Analytics<br />
  32. 32. CincinnatiAMA B2B SIG<br />Case Studies<br />Case Study for Lead-generation Site<br />Business<br />Company that sells extended auto warranties online and also have a telephone sales team. They run TV and print advertising, direct mail, PR and all the other elements from a well-rounded marketing program.<br />Approach<br />Task was to improve the ROI on all this activity without actually changing it or spending more money. There are two Target Actions; get people to purchase online or get people to fill in a tele-sales form.<br />Lead generation for campaign or campaign types<br />Average Cost per lead generated<br />WebTech Analytics<br />
  33. 33. CincinnatiAMA B2B SIG<br />Case Studies<br />Landing Page<br />100%<br />Transition Pages (Benefits)<br />78%<br />Conversion Funnel for Quote<br />On Extended Auto Warranties<br />3 Forms Pages<br />56%<br />Quote<br /> 33%<br />WebTech Analytics<br />
  34. 34. CincinnatiAMA B2B SIG<br />Case Studies<br />Case Study for Lead-generation Site<br />Business<br />Company that sells extended auto warranties online and also have a telephone sales team. They run TV and print advertising, direct mail, PR and all the other elements from a well-rounded marketing program.<br />Approach<br />Task was to improve the ROI on all this activity without actually changing it or spending more money. There are two Target Actions; get people to purchase online or get people to fill in a tele-sales form.<br />Lead generation for campaign or campaign types<br />Average Cost per lead generated<br />Lead generation conversion rates<br />WebTech Analytics<br />
  35. 35. CincinnatiAMA B2B SIG<br />Case Studies<br />Average Cost per Lead Generated<br />Before <br />Average Cost = Cost of Campaign / Number of Leads<br />$50 = $10,000 / 200 Leads<br />After <br />Average Cost = Cost of Campaign / Number of Leads<br />$25 = $10,000 / 400 Leads<br />WebTech Analytics<br />
  36. 36. CincinnatiAMA B2B SIG<br />Case Studies<br />Results<br />The messages you use to get people into your site need<br /> to be reinforced within the site. <br /><ul><li> You need to analyze the paths from the landing pages to the </li></ul> target action page, looking at the drop-out rate for each step.<br /><ul><li> Where those paths are under- performing you need to </li></ul> examine them to see if they keep reinforcing your core <br /> messages. <br />WebTech Analytics<br />
  37. 37. CincinnatiAMA B2B SIG<br />Case Studies<br />Marketing doesn&apos;t stop just because someone has come to <br />your site: <br />You must keep communicating with them. You must monitor and improve this performance by analyzing your Conversion Funnel. <br />This is how you get more business without increasing your marketing spend.<br />WebTech Analytics<br />
  38. 38. CincinnatiAMA B2B SIG<br />Case Studies<br />Thank You<br />To receive a copy of this presentation: <br /> info@webtechanalytics.com<br />7672 Montgomery Rd. Ste. 258<br />Cincinnati, OH 45236<br />(513) 386-8059<br />www.webtechanalytics.com<br />WebTech Analytics<br />

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