Web Analytics The Starting Point

Dubai – March 31st, 2010

Why web analytics should be the starting point of campaigns and

not to be used “afterwards”

What’s Working?

• If something is working (or not) there is a reason for that.

• Things will not improve by pushing more people to do the stuff that is not working

Example

Uploading a Photo • 5% conversion rate

Writing a blog post• 0.5% conversion rate

If you have $1,000 where do you spend them?

Assuming a CPC of $1.00

Upload photo• 5% probability that users

will upload• Expectation of 50 new

photos (1,000x5%)• 50 new pages of content• $20 per photo

Write a blog post• 0.5% probability that users

will write a post• Expectation of 5 new blog

posts (1,000x0.5%)• 5 new pages of content• $200 per blog post

Recommended Processes forPPC and SEO

PPC

Web Analytics

PPC - Recommended

• Web analysts should play a proactive role in spotting opportunities, recommending budgets, and proposing changes to campaigns

Other Criteria - Bounce Rate

• Send users to pages of the lowest bounce rate (content websites)

Choose lowest bounce rate pages within a category

• All pages look the same, it’s about choosing ones that are already working

Other Criteria - $Index (GA)

• Send users to pages that have a high $Index value

SEO

Web Analytics

SEO - Recommended

Strategy for moving forward (new

keywords, new content?

Conclusion

• Web analytics should play a proactive role in spotting opportunities, recommending budgets, and proposing changes to campaigns

• Web analysts should initiate new projects, campaigns, sections, and not only wait to “analyze” what has been done

Thank You!