Preso from the 2009 Razorfish Client Summit covers a Top 10 list of things you can do with website data to drive better revenue-driving results (like page views, engagement, and audience.)

1. Driving Profit in the Downturn:
Using Data to Improve Website Performance
and Drive Business Results
Marisa Gallagher and Jamie Yaptinchay

2. Who We Are
Marisa Gallagher
• Vice President, User Experience
• 8+ years with the company
• Clients: Cisco, Disney, Ancestry, Genentech, McKesson, Sun Microsystems, Singapore
Airlines, Napster, Farmers Insurance, NASA, Visa, ESPN, ABC
• Studied Anthropology and Film at Notre Dame, Business at Haas
• Worked at the early days of CNET and LookSmart
• Areas of focus: uses of narrative and data, media & entertainment, travel, enterprise
Jamie Yaptinchay
• Strategist, Site Optimization
• 4 years with the company
• Clients: 50+
• Double degree in Informatics and Economics at University of Washington
• Early Atlas analyst and pioneer in use of the Atlas tag for site-side analysis
• Areas of focus: translating data to business goals, SO, combining qual + quant
Page 2© 2009 Razorfish. All rights reserved.

3. Why Data + Profits = Marketing Needs to Sharpen Its Focus
88% of CMOs are seeing
the downturn wreak havoc
on their budgets and plans
Page 3© 2009 Razorfish. All rights reserved.

4. Let’s Get Down to Business
Setting Perspective

5. The Top 10 Profit-Driving Uses of Data
1. See how you measure up
2. Don’t play hard to get
3. Know where you’re coming from and going to
4. Dig for (buried) treasure
5. Follow your treasure trove
6. Don’t play 20 questions
7. Don’t fumble in the end zone
8. Raiders of the last log
9. Explore the space-time continuum
10. Track your buzz, hug your haters
Page 5© 2008 Razorfish. All rights reserved.

6. Start with a Hypothesis – Map Your Customer’s Flow
Use the timeline below to map a typical (core or new type) customer’s relationship to your brand.
1. Plot 3-5 key experiences your customers have on the way through the gates of the funnel.
2. Mark down when and where those experiences happen and why they are so key to your funnel.
3. Identify 2-3 questions you have about this flow – ideas you have a hunch about and want to investigate.
preference
You rock!
conversion
consideration
zero awareness
emotion
You suck!
AREAS FOR INVESTIGATION:
A. B. C.
Page 6 © 2008 Razorfish. All rights reserved.

7. Start with a Hypothesis – Map Your Customer’s Flow
EXAMPLE
preference
You rock!
conversion
consideration
zero awareness
emotion
You suck!
AREAS FOR INVESTIGATION:
A. Increase word of mouth, add reviews? B. Increase trial – online demos? C. Increase retention - expand newsletter pilot
+ reup options
Page 7 © 2008 Razorfish. All rights reserved.

8. Diving Into the Details
Seeing the Ideas in Action

9. 1. See How You Measure Up
What: Know your conversion rate and how it compares to others
Why: Knowing how you’re doing, and how much you could improve, is half the battle
How: Use traffic + sales data, web analytics, or SiteOps diagnostics
CONVERSION RATES BY VERTICAL*
Average Min Max
Financial 15.4% 0.3% 87.1% Do you have room to
Pharma 5.9% 1.2% 16.6% move? Are you closer
Publisher - Content 36.8% 25.0% 48.7% to the floor or the
Retail 11.4% 0.0% 68.3%
ceiling?
Travel 10.1% 0.1% 25.5%
Averaged 15.9% 5.3% 49.2%
*sample stats only
Page 9© 2008 Razorfish. All rights reserved.

10. 2. Don’t Play Hard to Get
What: Investigate and fix your search ranking
Why: If your customers can’t find you, they can’t buy from you
How: Take on the quick hits yourself - then dig deeper with an SEO specialist
Search marketing
is too big to ignore
– your competitors
will be using it, if
they aren’t already
Page 10© 2008 Razorfish. All rights reserved.

11. 3. Know Where Your Coming From & Going To
What: Review your referral sources and entry points
Why: Knowing your users’ traffic flow allows you to change it
How: Check your web analytics reports
Is every page your “home page”?
Page 11© 2008 Razorfish. All rights reserved.

12. 4. Dig for (Buried) Treasure
What: Identify your site’s critical pages and hidden gems
Why: Find out where you need to focus attention
How: Check web analytics for traffic, time on site, and patterns/anomalies
Media & Entertainment E-commerce
Page 12© 2008 Razorfish. All rights reserved.

13. 5. Follow the Treasure Trove
What: Test and optimize critical pages and hidden gems
Why: Fixing the freeway will help users get to the destination
How: Run in-page diagnostics, a site survey, or usability test on the pages
Test to understand
users’ behavior
Page 13© 2008 Razorfish. All rights reserved.

14. 6. Don’t Play 20 Questions
What: Remove unnecessary form fields and steps in your processes
Why: Nothing needs to stand in your customers’ way, particularly you
How: Run a usability test or in-page/form field diagnostic
Only dogs like to jump
through hoops
Page 14© 2008 Razorfish. All rights reserved.

15. 7. Don’t Fumble In the End Zone
What: Clean up confirmation pages and cart handoffs
Why: If someone gives you their credit card, they usually want you to use it
How: Check web analytics, run A/B tests or in-page drop-off diagnostics
The most critical drop-
off point occurred after
users actually
submitted application
forms.
This represents a loss
of over 3,600 card
applications
Page 15© 2008 Razorfish. All rights reserved.

16. 8. Raiders of the Last Logs
What: Review your search logs
Why: Users use their own words to tell you what they’re looking for
How: Pull or customize the base report that comes with your search package
Even Google and Zappos
can offer Insights
Page 16© 2008 Razorfish. All rights reserved.

17. 9. Explore The Space-Time Continuum
What: Investigate how seasonality and geography affect your users’ behavior
Why: Knowing when and where = relevance
How: Check public tools, web analytics, and custom reports
“We’ve moved our publication
schedule because the news
environment has shifted and
we’ve been listening to you.”
– Time Magazine
Page 17© 2008 Razorfish. All rights reserved.

18. 10. Track Your Buzz, Hug Your Haters
What: Listen to your customers
Why: Being the last to know your product sucks is bad for business
How: Explore the continuum of tools – from Google Alerts to Nielsen BuzzMetrics
Even disappointment can lead to a better
relationship – if it’s thought of as one.
Page 18© 2008 Razorfish. All rights reserved.

19. Thank You
Marisa Gallagher
marisa.gallagher@razorfish.com
www.twitter.com/marisagallagher
Jamie Yaptinchay
jamie.yaptinchay@razorfish.com
www.twitter.com/jamiey

20. Appendix - Abandonment Rate
What: Know your abandonment rate and how it compares to others
Why: Knowing how you’re doing, and how much you could improve, is half the battle
How: Use traffic + sales data, web analytics, or SiteOps diagnostics
ABANDONMENT RATES BY VERTICAL
Average Min Max
Financial 41.14% 21.30% 70.91% Do you have room to
Pharma 48.81% 25.45% 72.56% move? Are you closer
Publisher - Content 53.20% 29.22% 85.79% to the floor or the
Retail 26.85% 11.61% 83.87%
ceiling?
Travel 47.46% 9.48% 94.68%
Page 20© 2008 Razorfish. All rights reserved.