© Copyright The Internet Specialist 2012 Getting Serious about Web Analytics 7 Steps for maximising...

© Copyright The Internet Specialist 2012

Getting Serious about Web Analytics

7 Stepsfor maximising

Website Performance


£Maximum

Sales

Your primary objective=

Maximum Website Performance

MoreQualityVisitors

WebsiteMore Engagement

InvolvementAction

Satisfaction

Maximum Performance


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

Stage 1Quality Traffic Generation

Natural Search

Ads Google / LinkedIn / Facebook

Video / You Tube Dailymotion / Vimeo

On / Offline PR Social Networking / Blogs

JV's / Affiliates / Referrals

Direct MailTelemarketing / Email

Stage 2Visitor Retention &Conversion to lead

Interesting Content+

Call to Action=

Compelling reason toBuy / Try / Contact

Stage 3Contact, Build

Relationship & Close sale

ContactVoice / Email

RelationshipVoice / Email

PurchaseConsideration

Purchase

£Purchase

£Events / Shows Webinars / Sales Promotion

Landing Pages

Web Traffic Generation and Visitor-to-Sales Conversions Using your website as a sales conversion engine


Start Here

Planning

Measurement &Analysis

Set SMART objectives

On / Offpage SEO

GoogleAdWords, LinkedIn, Facebook

PR, Social Networking,

Webinars,Video

Landing pageoptimization

Set Key Performance Indicators (KPIs) & Google Analytics

goals

Measure & analyse KPI and goal data

Performance Report Monthly /

Quarterly

AnnualPerformance

Report

Agree / Implement Actions to improve

performance

Report

ing &

Reco

mm

en

dati

on

WebPerformanceManagement


Revie

w &

Im

ple

menta

tion

Web Performance ManagementA systematic method for increasing website performance

Start Here

Planning

Measurement &Analysis

Set SMART objectives

On / Offpage SEO

GoogleAdWords, LinkedIn, Facebook

PR, Social Networking,

Webinars,Video

Landing pageoptimization

Set Key Performance Indicators (KPIs) & Google Analytics

goals

Measure & analyze KPI and goal data

Performance Report Monthly /

Quarterly

AnnualPerformance

Report

Agree / Implement Actions to improve

performance

Report

ing &

Reco

mm

en

dati

on

WebPerformanceManagement


Revie

w &

Im

ple

menta

tion

Web Performance Management

Not for Today

For Today


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.


One very important thing for E-Commerce!


Step 1: Commitment

Commit to:

1. Dedicating specific time and resources (outsource if necessary)

2. Using web analytics long term as a primary toolfor 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


Step 2: Set your KPIs

"KPIs, or Key Performance Indicators, representthe 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


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 RateVisits to Help pages

Negative search results

Increase impact of social marketing

Social visitor purchasesSocial newsletter sign ups

Social time on site


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


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!


Goal Completions ReportTotal goal completions and conversion rate


Assisted Conversions ReportWhich channels play the biggest role in assisting Goal conversions?


E-Commerce Visits to Transaction ReportDetailed view of visits taken to transaction


E-commerce Mobile Visitors Report How visitors using mobiles impact your sales


E-commerce AdWords Visitors Report How AdWords visitors impact your sales


Social Referral Report See which social channels are driving visits


Flow Report How visitors interact with your web pages

Drop offs


Real Time Visitors Report What's happening on your pages in real time?


Step 5: Organise your data


Step 6: Present your data


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


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.


[email protected]

Jeremy Nelson-Smith

www.theinternetspecialist.co.uk

© Copyright The Internet Specialist 2012 Getting Serious about Web Analytics 7 Steps for maximising...

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