Getting Serious about Web Analytics
7 Steps
for maximising
Website Performance
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Your primary objective
=
Maximum Website Performance
More
Quality
Visitors
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Website
More Engagement
Involvement
Action
Satisfaction
Maximum
Performance
£
Maximum
Sales
Success (mainly) depends on
1. What you do to drive quality visitors to your web pages
= brand building / the right on/offline channels & messages
2. How well you engage & involve them and turn them from
passive to active = landing page optimisation / calls to action
But also:
6. Knowledge of what's happening on your website
7. Using it to achieve consistent performance improvement
8. Managing performance over time to maximise sales
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Web Traffic Generation and Visitor-to-Sales Conversions
Using your website as a sales conversion engine
Stage 1
Quality Traffic Generation
Stage 2
Visitor Retention &
Conversion to lead
Stage 3
Contact, Build
Relationship & Close sale
Natural Search
Ads Google / LinkedIn /
Facebook
Video / You Tube
Dailymotion / Vimeo
On / Offline PR
Social Networking / Blogs
JV's / Affiliates / Referrals
Contact
Voice / Email
Landing Pages
Interesting Content
+
Call to Action
=
Compelling reason to
Buy / Try / Contact
Relationship
Voice / Email
Purchase
Consideration
Direct Mail
Telemarketing / Email
Purchase
Events / Shows
Webinars / Sales Promotion
£
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Web Performance Management
A systematic method for increasing website performance
Start Here
Set SMART objectives
Performance
Report Monthly /
Quarterly
Web
Performance
Management
On / Off
page SEO
Review &
Implementation
Annual
Performance
Report
Reporting &
Recommendation
Planning
Agree / Implement
Actions to improve
performance
Measurement &
Analysis
Measure & analyse KPI and goal data
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Landing page
optimization
Set Key Performance
Indicators (KPIs) &
Google Analytics goals
Google
AdWords,
LinkedIn,
Facebook
PR, Social
Networking,
Webinars,Video
Web Performance Management
Start Here
Set SMART objectives
Performance
Report Monthly /
Quarterly
Web
Performance
Management
Not for Today
On / Off
page SEO
Review &
Implementation
Annual
Performance
Report
Reporting &
Recommendation
Planning
Agree / Implement
Actions to improve
performance
Measurement &
Analysis
For Today
Measure & analyze KPI and goal data
© Copyright The Internet Specialist 2012
Landing page
optimization
Set Key Performance
Indicators (KPIs) &
Google Analytics goals
Google
AdWords,
LinkedIn,
Facebook
PR, Social
Networking,
Webinars,Video
Why get serious with Web Analytics?
1. Find out what's working
2. Find out what's not working
3. Eliminate blind guesswork that leads to poor decisions
4. Get Quantifiable insight that leads to informed, quality
decisions that will consistently improve website performance.
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One very important thing for E-Commerce!
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Step 1: Commitment
Commit to:
1. Dedicating specific time and resources
(outsource if necessary)
2. Using web analytics long term as a primary tool
for achieving website objectives
3. Consistently measuring and analysing data
4. Using the results to make informed decisions to take
actions for performance improvement
Remember: Knowledge without action is meaningless
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Step 2: Set your KPIs
"KPIs, or Key Performance Indicators, represent
the key factors, specific to your organisation,
that measure success”
1. Based on Overall Business Objectives & Key Results (OKRs)
2. Specific to your business
3. Usually long-term considerations
4. Drive business-critical actions for better long term sales
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Example OKRs & KPIs
Business OKR
KPI
Lower cost of marketing
% of buyers via unpaid
search
Lower cost of Advertising
Average cost per click
Improve the visitor
experience
Bounce Rate
Visits to Help pages
Negative search results
Increase impact of social
marketing
Social visitor purchases
Social newsletter sign ups
Social time on site
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Step 3: Define & Set Web Analytics Goals
"Defining your website goals is one of the most important
steps in configuring your web analytics”
Example Goals
Track PPC purchase conversions for a promotional offer
Track purchase conversions from a specific Call To Action
Track new account registrations
Recommendation: be very specific & keep your goals to
a minimum
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Step 4: Select & set up reports
Select reports that:
1. Match your KPIs
2. Provide sufficient detail but not too much
Recommendations:
1. Start with a modest set of reports then expand as needed
2. Don't drown in a swamp of analytics data!
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Goal Completions Report
Total goal completions and conversion rate
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Assisted Conversions Report
Which channels play the biggest role in assisting Goal conversions?
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E-Commerce Visits to Transaction Report
Detailed view of visits taken to transaction
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E-commerce Mobile Visitors Report
How visitors using mobiles impact your sales
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E-commerce AdWords Visitors Report
How AdWords visitors impact your sales
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Social Referral Report
See which social channels are driving visits
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Flow Report
How visitors interact with your web pages
Drop offs
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Real Time Visitors Report
What's happening on your pages in real time?
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Step 5: Organise your data
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Step 6: Present your data
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Step 7: Review, Discuss, Act
l. Set a regular meeting monthly or quarterly
2. Review and discuss implications of KPIs and Goal
data
3. Decide on actions to implement corrections /
improvements
And
4. Consider possible effect on SMART objectives
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The 7 Steps
l. Commit to using web analytics long term
2. Set your KPIs
3. Define your web analytics goals
4. Select and set up your reports
5. Organise your data with dashboard(s)
6. Present your data on a Scorecard
7. Review, discuss, act.
© Copyright The Internet Specialist 2012
Jeremy Nelson-Smith
www.theinternetspecialist.co.uk
jns@theinternetspecialist.co.uk
© Copyright The Internet Specialist 2012