Measuring what mattersBy @priteshpatel9

Blog: http://blog.pauleycreative.co.uk

Twitter: @PauleyCreative

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Measurement Tools

Problems or issues with measurement:

Reporting ‘nice to knows’ rather than ‘must know’

Overwhelming amount of data

Interpretation of data

This is nice to know…

And this….

And this….

Stop focusing on ‘nice to knows’ and start

measuring the ‘must knows’

Outcomes

What are outcomes?

The Conversion Funnel

How do I measure outcomes?

Measure outcomes by creating ‘thank you’ pages after an action

The ‘Thank You’ Page

Tracking the ‘Goal’ page

Set up Google Analytics to track ‘thank you’ pages as Goals

Measure what matters

Now you can view all the outcomes/goals which happen on

your website over a period of time.

Important K.P.I’s

Conversion Rate – how many outcomes have been generated?

But what are the other 76% doing?

Important K.P.I’s

Visitor Loyalty – how often do people keep coming back?

Setting Objectives & Outcomes

Objective: Get visitors to complete more online product

specifications

KPI: Online specification sign up conversion rate

KPI: Online specification completion rate

KPI: Visitor Loyalty

Example of setting objectives and outcomes for a website which

has an online calculation/specification tool to generate leads

Focus your measurement on what matters, your objective!

Bounce Rate

The Bounce Rate

The ‘sexiest’ metric of them all

Measures visits with only one page view

High bounce rates (60%+) requires investigation:

Poor content or design

Landing page has no relevancy

Poor quality traffic being sent by source

Poor performance Good performance

The Bounce Rate

View the bounce rate for all key pages on your site

Above data shows 2 key pages performing poorly. Must fix these

pages in order to keep people on my website

The Bounce Rate

View the bounce rate for keywords used to get to your site

Above data shows 4 keywords attracting poor traffic. Is it

because the search query doesn’t match my content?

The Bounce Rate

View the bounce rate for each source

Above data shows 1 source sending unqualified traffic. Either

improve the messaging or eliminate from spending anymore

Measure sources of traffic

Tracking Sources

Tracking & reporting outcomes by source is important

This is where you are spending valuable budget on driving traffic

to your website. You need to know if it’s well spent.

Tracking Sources

Campaign set up is a pretty complex procedure

Involves tagging links and creating unique identifiers for all links

Tagging requires consistency across campaigns and channels

Read our guide to Tagging: http://bit.ly/guidetotagging

http://www.manufacturer.co.uk/?utm_source=building_apr&utm_medi

um=bannerad&utm_campaign=ProductAlaunch

Measuring Print

Use unique URL’s or microsites (e.g www.mycampaign.co.uk)

Use shortened URL’s where possible (tinyurl, bit.ly)

Unique phone numbers (0845 445 445 and 0845 445 446)

Conversions by Source

Make better decisions as to where more resources are to be

placed and which sources are to be eliminated.

Calculating Cost Per Lead

Specification tool email campaign

Cost = £500 to design and broadcast email to database

556 visits to the landing page from the email campaign

153 signed up for the Specification tool

27.5% conversion rate

£3.26 per lead

Work out the cost per lead for all your activities. Which

campaigns have cost the most to generate leads? Was it worth it?

Source Cost Visits Conversions Conversion Rate CPL

Print Ad 1 £5,000.00 89 75 84.27% £66.67

Print Ad 2 £2,500.00 83 34 40.96% £73.53

Print Ad 3 £8,000.00 145 21 14.48% £380.95

Email 1 £550.00 550 146 26.55% £3.77

Email 2 £550.00 700 153 21.86% £3.59

Newsletter 1 £300.00 23 2 8.70% £150.00

Newsletter 2 £300.00 20 2 10.00% £150.00

Banner Ad 1 £2,500.00 87 3 3.45% £833.33

Banner Ad 2 £1,500.00 100 14 14.00% £107.14

Banner Ad 3 £3,000.00 7 0

Directory Link 1 £250.00 5 0

Directory Link 2 £100.00 8 2 25.00% £50.00

Cost Per Lead Comparison

View conversions and cost per lead for every campaign and

source of traffic. Don’t make decisions based on number of visits

If you have an e-commerce site

Identify which sources are generating you good revenue for little

cost. Where do you put most of your efforts? Twitter? Blog?

Part of an Ongoing Process

Summary

Overwhelming amount of data – measure what matters

Important to set objectives for your website

Ensure you identify what the goals are on your website

Create Thank You pages or Confirmation pages for every goal

Create Goals in Analytics

Ensure you report Conversion Rates and Cost Per Lead

Keep testing and refining your campaign to increase conversion

rate or reduce cost per lead

Construction Marketing Blog: http://blog.pauleycreative.co.uk

My Digital Insider Newsletter: www.pauleycreative.co.uk/my-digital-insider