The Conversion Company

Tatvic Confidential.

Conversion TrackingConversion TrackingTatvic Interactive

Ravi Pathak | ravi@tatvic.com | 988-656-2617

The Conversion Company$200 for death !

The Conversion CompanyNeed for Conversion TrackingNeed for Conversion Tracking

“It has long been said you cannot manage what you cannot measure. Nowhere is this more true than on the web where examining what works and what doesn’t directly influences the bottom line.”

Gartner Group

“If you build a website, you must have a solid reason for doing so . . . It is crucial to understand how well it works—failure to do so is a waste of time and money.”

Hurol Inan, Author of Measuring the Success of your Website

“I know that half of my advertising budget is completely wasted, I’m just not sure which half.”

Lord Leverhulme, Founder of Unilever

The Conversion CompanyAgendaAgenda

Process of TrackingProcess of Tracking

Goal Tracking & Segmentation Case StudyGoal Tracking & Segmentation Case Study

Internal Site Search Case StudyInternal Site Search Case Study

Radio Campaigns Case StudyRadio Campaigns Case Study

The Conversion CompanyProcess of Conversion TrackingProcess of Conversion Tracking

Define objectives/Pro

blem

Transform to Metrics/KPIs

Implement/Customize

Google Analytics

Analyze Data

Take Action

The Conversion CompanyAgendaAgenda

Process of TrackingProcess of Tracking

Goal Tracking & Segmentation Case StudyGoal Tracking & Segmentation Case Study

Internal Site Search Case StudyInternal Site Search Case Study

Radio Campaigns Case StudyRadio Campaigns Case Study

The Conversion CompanyGoal Tracking and SegmentationGoal Tracking and Segmentation

Objective/ProblemWe have changed our website content to engage visitors from metro areas. Are these visitors providing me more leads?

KPI/Metrics Lead Conversion Funnel by Metro vs. Non metro Lead Conversion Funnel by Engaged Visitors

The Conversion CompanySuccessful Goal TrackingSuccessful Goal Tracking

Old Site TrafficOld Site TrafficReturn + MetroReturn + Metro >5 mins+ Metro>5 mins+ Metro

The Conversion CompanyGoal Tracking & SegmentationGoal Tracking & Segmentation

Inferences Return visits from metro convert at 11% vs. Old website’s

conversion rate of 7% Visits that spend 5 mins or more are 3 times more likely to

convert.

Actions Increase Adword-spend in metro regions Find what is most popular content for visits taking more

than 5 mins and expand that

The Conversion CompanyAgendaAgenda

Process of TrackingProcess of Tracking

Goal Tracking & Segmentation Case StudyGoal Tracking & Segmentation Case Study

Internal Site Search Case Study Internal Site Search Case Study

Radio Campaigns Case StudyRadio Campaigns Case Study

The Conversion CompanyInternal Site SearchInternal Site Search

Objective/Problem Is my Internal Site Search working well ? Do I need to switch to a better Custom

Site Search Tool ?

KPI/Metrics Per Visit Value($$ Revenue / Visits) Exit Rate after Internal Site Search Time Spent after Internal Site Search

The Conversion CompanyInternal Site Search(contd..)Internal Site Search(contd..)

Inferences

23% of internal Site search exits immediately after searching on site

Users spend 5.5 mins after searching for a keyword

The Conversion CompanyInternal Site SearchInternal Site Search

The visits that use site search produces 10 times more Per visit value (revenue/visit) as compared to those visits that don't use ISS

The Conversion Company

The Conversion CompanyAnalysis/ActionsAnalysis/Actions

Every 4th visit that uses Internal Site Search end up exiting the site, the value of which is $31

Opportunity cost of not improving efficiency of site search is huge.

Use internal site search engine that provides relevant results for the users.

The Conversion CompanyAgendaAgenda

Process of TrackingProcess of Tracking

Goal Tracking & Segmentation Case StudyGoal Tracking & Segmentation Case Study

Internal Site Search Case StudyInternal Site Search Case Study

Radio Campaigns Case StudyRadio Campaigns Case Study

The Conversion CompanyRadio Campaign TrackingRadio Campaign Tracking

Objective/Problem“We are advertising on Radio Channels, how can we track the Return On Investment (ROI) for 2 different Radio Channels?”

KPI/Metrics No. of Leads by Radio channel Goal Value Per Lead by Radio

channel Cost of Advertising for Radio Channel

The Conversion CompanyTracking SchemaTracking Schema

URL : samplesite.com/radioabc URL : samplesite.com/radioabc

Re-Directed URL : samplesite.com/?utm_campaign=radiostationname&utm_source=city&utm_content=Adtype&utm_medium=date

The Conversion CompanyRadio Campaign AnalysisRadio Campaign Analysis

Inferences Conversion rate for Radio ABC is significantly better than XYZ

Although Radio XYZ send little less than twice as much traffic to web property , ROI was low at 132% vs. 217% for Radio ABC

The Conversion CompanyRadio Campaign Analysis /ActionsRadio Campaign Analysis /Actions

Actions

Increased Ad Spent on Radio ABC due to higher ROI.

Further Analyze the Ad copy for the same radio channel to increase the copy effectiveness.

Further Analyze traffic pattern to select days on which to Advertize

The Conversion CompanyAbout TatvicAbout Tatvic

• Google Analytics Customizations• Google Analytics Enterprise Level Implementation• Landing Page Optimization (Increase Conversion Rate)• Data Modeling, Behavioral Analytics, Customer Life Cycle Analysis

Services

Contact • Email : analytics@tatvic.com• Twitter : @tatvic