2. Presentation title
#practicalinsights
Who Am I?
• Daniel Rowles
• CIM Course Director
• 15 Years experience in digital marketing
– Both client and agency side
– Mercedes, British
Council, Sony, L’Oreal, Dupont, Aviva, John
Lewis, Vodafone, Warner Bros, O2, Samsung
• @danielrowles
• #practicalinsights
18. Presentation title
#practicalinsights
Bounce rate
• Bounce = visitors who enter and exit site on same page.
• Example:
Visitor clicks on banner advert
Visitor enters on landing page
Visitor leaves site without visiting another page
19. Presentation title
#practicalinsights
Time on site
• Long time spent on site/ high average page views per
visitor.
• Positive?
– Engaging content.
– Interested visitor.
• Negative?
– Difficult to navigate.
– Unclear conversion path.
26. Presentation title
#practicalinsights
Rule for Magnificent Web Success
• For every $10 spent on analytics data.
• Spend $90 on people to tell you what it means.
Avinash Kaushik - Google
30. Presentation title
#practicalinsights
Questions: • @DanielRowles
• danielrowles@me.com
• www.targetinternet.com
The recording of this Practical Insights webinar will be
available on Marketing Expert within the next 48 hours.
To access Marketing Expert visit the CIM website
www.cim.co.uk
Log-in and click on Resources/Marketing Expert.
The Practical insights button will be displayed on the
right hand side of the Marketing expert homepage.
Hinweis der Redaktion
Lots of packages available. Here are some of the most popular.Examples in this section based on Google Analytics but the same features will be available in most packages.Logfile analysis allows interpretation of historical data but can be less accurate due to caching.Tagging relies on Javascript which isn’t supported by all browsers but allows for more detailed reporting from the users browser i.e. location, screen size etc.
On a basic level analytics are used to answer 4 main questions about visitors (traffic) to a website, which are…
High bounce rate shows an advertising campaign is providing poor quality trafficAlso used to measure landing page efficiency- if advertisers complain of high bounce rates first tell them to adjust their landing pages.
Can be a good or bad stat depending on goal of siteOften a long time on site indicates an interested visitor and high chance of conversionCan also mean they’re getting lost and can’t convert- may need clearer calls to actionLonger time on site reduces chance of impulse purchase