Post on 22-Nov-2014
description
10/04/11Technology Leaders: "Leveraging Web Analytics"
e5o* + Conversion Cube
How to measure and manage your way to Web ROI
Technology Leaders, LLC www.technologyleaders.com 230 Park Ave. New York, NY 10169 (212) 808-3058
*eBusiness 5 step optimization
10/04/11Technology Leaders: "Leveraging Web Analytics"
Challenge. . .
Meaningful Measurement
Configuring web analytics tools to measure what matters most
Improving accuracy of web analytics data
Answering business questions with web analytics
Proving web ROI
10/04/11Technology Leaders: "Leveraging Web Analytics"
Solution. . .e5o + conversion cube: the only way to assure and measure web
ROI
Comprehensive Closed loop process For all types of sites In every phase of
customer interaction Web-analytics based Structured Adaptable
10/04/11Technology Leaders: "Leveraging Web Analytics"
Web Analytics in Overdrive
Define Drivers Build Metrics Plan Actions Create
Changes Measure
Success
e5oe5o
4 Types of Sites4 Types of Sites
4 Phase 4 Phase CustomerCustomerLifecycleLifecycle
Content eCommerce Lead
Generation Self-service
Reach Engage Convert Retain
At last, a comprehensive structure for powering web analytics:
each sectionof the cubefocuses on“Goal-orientedContent” foreach identifiedpurpose
10/04/11Technology Leaders: "Leveraging Web Analytics"
e5o:5 Steps to Web ROI
Perform these. . . . . .to get these. . . . . .to end up with these:
Define Drivers Set of goals for site and targets for optimization
Clear understanding of success factors for web site
Activity Deliverable
Build Metrics Deployment of targeted measurement program
Critical insight into web performance
Plan Actions Map of improvements, based on our analytics
Bottom-line analysis + “do this to improve”
Create Changes Assurance that actual improvements match plan
A web site that responds to quantifiable critique
Measure Success Evidence of improvement by percentage
Proof that the process resulted in. . .
. . .Measurable Web ROI
Benefit
10/04/11Technology Leaders: "Leveraging Web Analytics"
Content E-Commerce Lead
Generation Self-Service/
Information
Four Typesof Sites*
If you are a______site. . . You want to improve. . .
Stickiness Sales Customer
Contacts Efficiency/
Productivity
*”branding” = mostly “content”
10/04/11Technology Leaders: "Leveraging Web Analytics"
Four PhaseCustomer Life Cycle
Reach(Get prospects to the site)
Engage(Get them to your key pages)
Convert(Turn them into customers)
Retain(Upsell, cross-sell, re-sell)
In each stage of the customer life-cycle, you’ll need to measure and optimize your ability to. . .
10/04/11Technology Leaders: "Leveraging Web Analytics"
Putting e5o to work with the conversion cube:Providing a framework to answer questions like. . .
in our leadgeneration site . . .
. . .that will help us more effectively
engage users. . .
Define the business drivers. . .
How can my organization ?
10/04/11Technology Leaders: "Leveraging Web Analytics"
Or questions like. . .
in our e-commerce site . . .
. . .that will help us convert more users
to customers. . .
Plan the right actions. . .
How can my organization ?
10/04/11Technology Leaders: "Leveraging Web Analytics"
Key stakeholdersget real data for decision-making
: Key Benefits
Organization inheritstotal measurement
program
Untapped customerdata goes to work
at last
Web siteproves ROI
thru measurement
+
10/04/11Technology Leaders: "Leveraging Web Analytics"
e5o + Conversion Cube (Work Example)
“80 ways to fix your website”
55
44
44Create a workbook using1. Optimization step2. Phase of Customer Life-cycle3. Site-type
10/04/11Technology Leaders: "Leveraging Web Analytics"
Define Drivers: Reach: Content
How can I get more of the most valuable prospects to my site?
What strategies are currently in place to reach them?
Is my landing page optimized to drive them towards desired behavior?
How do I keep them involved?
OptimizationStep
CustomerCycle
Site Type
Strategic Questions
Workbook example:
10/04/11Technology Leaders: "Leveraging Web Analytics"
Next steps
Are your site’s goals really being met?
Do you have enough visibility into its success?
Contact us--if its analytics, we can solve it.
aedwards@technologyleaders.com(212) 808-3058www.technologyleaders.com
Andrew EdwardsManaging Partner