Squiz IUC 2010 - E-Web - 10 Ways to Measure your Online Success

AgendaAgenda

Business Objectives

GoalsGoals

Key Performance Indicators (KPI)ey e o a ce d cato s ( )

Targets

Metrics

E‐Web Marketing Level 2, 20 Chandos St, St Leonards NSW Australia 2065Telephone: 1300 785 122 Facsimile: (612) 9436 0081 Web: www.ewebmarketing.com.au

Business usinessObjectives

Business ObjectivesBusiness Objectives

Why does your website exist?

What are you hoping to accomplish for your business by being on the web?

What are the three most important priorities f it ?for your site?


Business ObjectivesBusiness Objectives

Memberships, Locations, Branding

Awareness, Participation, Promote

BrandingBranding


Goals!Goals!

Goals!Goals!

O I N M b hiG: Multiple Membership OptionsO: Increase New Memberships

G: Successful Awards EventO: Increase Participation G: Successful Awards Event

O: Increase Brand AwarenessG: Website Structure and Content


KPIsKPIs

Key Performance IndicatorsKey Performance Indicators

G M lti l M b hi O tiKPI: Conversion Rate (%)G: Multiple Membership Options

KPI: (#) Video SubmissionsG: Successful Awards EventKPI: (#) Video Submissions

G: Website Structure and ContentKPI: (#) Unique Visitors


TargetsTargets

TargetsTargets

Target: Was 6% Achieved 14%KPI: Conversion Rate (%)

Target: Was 0 Achieved 50KPI: (#) Video Submissions

in 4 weeks

KPI: (#) Unique VisitorsTarget: Was 117,454 Achieved 241,498 in 6 months


iMetrics

MetricsMetrics

Metrics are numbers of measurement and the reason we call the web the most accountable marketing channel on the planetmarketing channel on the planet

4 Key Areas of Measurementey eas o easu e e tWho is visiting your website?Where are they coming from?What do they do when they get there?Why do they leave?


Who Is Visiting Your Website?Who Is Visiting Your Website?

Visitor Report – Generates a summary of:

VisitorsU i Vi itUnique Visitors Page Views


Where They Come From?Where They Come From?

Organic Keyword Report – Keywords that generate the most traffic to your websitegenerate the most traffic to your website

Referring Sites Report – A summary of how much business other sites are referring

T L di P R t Id tifi tTop Landing Pages Report – Identifies top pages of website that users land on first


What Do They Do?What Do They Do?

Conversion Report – Summary of how well your website converted based on your goals

E‐Commerce Report – Summary of revenue your website generatedyour website generated

Top Content Report – Identifies top pages ofTop Content Report Identifies top pages of your website that received the most views


Why Do They Leave?Why Do They Leave?

Bounce Rate Report – Identifies top keywords used to land on website and then leave

Top Exit Page Report ‐ Identifies most popular pages viewed before leaving your websitepages e ed be o e ea g you ebs te

Funnel Visualisation Report – Visual overview of conversion process & exit points


AnalysisAnalysis

MUST be reviewed on a regular basis

Analyse data to improve offline marketing

Identify areas of improvement

A l d t t t t itiAnalyse data to create more opportunities


Squiz IUC 2010 - E-Web - 10 Ways to Measure your Online Success

Technology

Transcript of Squiz IUC 2010 - E-Web - 10 Ways to Measure your Online Success