Winning Strategies With Web Analytics - NVI

INTERACTIVE STRATEGY - 55 MONT-ROYAL W., SUITE 999, MONTREAL (QC) H2T 2S6 T 514.524.7149 WWW.NVISOLUTIONS.COM

WINNING STRATEGIES WITH

WEB ANALYTICS

AUGUSTIN VAZQUEZ-LEVI - NVI

APRIL 29, 2009

INTERACTIVE STRATEGY – NVISOLUTIONS.COM

PROFESSIONAL BACKGROUND

NVI 2007-PRESENT

CANALYTICS / ACQUISIO 2007

EFUNDRAISING 2006

CARBON 60 DESIGN / TCHIRTS 2003-2005

EBAY POWER SELLER 2001-2002

EMAIL SPAM (Hey, it was legal back then!)


AGENDA

WHY IS ANALYTICS SO HARD FOR COMPANIES TO UNDERSTAND?

WHAT ANALYTICS TOOLS ARE AVAILABLE?

WHO SHOULD BE IN CHARGE?

COMPANY KPIs VS WEB KPIs

ENGAGEMENT METRICS

REPORTS: ACTIONABLE INSIGHTS

HOW TO IMPROVE BAD REPORTS

CONCLUSION

STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM

FACT

MOST COMPANIES STILL STRUGGLE TRYING TO ADAPT TO SEARCH, SOCIAL MEDIA AND DISPLAY ADVERTISING.

STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM

Most of them do not know why their Web Marketing campaigns fail;

They don’t know which data matters and how to collect it.

FACT

MOST COMPANIES STILL STRUGGLE TRYING TO ADAPT TO SEARCH, SOCIAL MEDIA AND DISPLAY ADVERTISING.

WHICH WEB ANALYTICS TOOL DO YOU USE?


HOW COMPLEX IS YOUR ANALYTICS TOOL?



DO YOU REALLY NEED TO TRACK THIS?

1. A VISITOR CAME FROM TEXAS.

2. HE WAS REFERRED FROM YAHOO PAID SEARCH WHERE KEYWORD WAS GREATER THAN $1.50

3. IT WAS THE 3RD VISIT ON THE SITE

4. THE VISITOR COMPLETED CONVERSION 1 AND 2, BUT NOT 3 AND 4

5. ADDITIONALLY, WAS THE USER WAS A GOLD, SILVER OR BRONZE MEMBER?


DO YOU REALLY NEED TO TRACK THIS?

1. A VISITOR CAME FROM TEXAS.

2. HE WAS REFERRED FROM YAHOO PAID SEARCH WHERE KEYWORD WAS GREATER THAN $1.50

3. IT WAS THE 3RD VISIT ON THE SITE

4. THE VISITOR COMPLETED CONVERSION 1 AND 2, BUT NOT 3 AND 4

5. ADITIONALLY, WAS THE USER WAS A GOLD, SILVER OR BRONZE MEMBER?

99.99% OF WEBSITES OUT THERE DON’T

COMPLEX CUSTOM INSTALLATIONS OFTEN HOLD YOUR COMPANY BACK…


MARKETING or IT ANALYST?


BUSINESS KPIs or WEB KPIs?

Key Performance Indicators (KPI) are financial and non-financial measures or metrics used to help an organization define and evaluate how successful it is, typically in terms of making progress towards its long-term organizational goals.


DIFFERENT BUSINESS = DIFFERENT KPIs

> INFORMATIONAL SITES = CONTENT CONSUMPTION

> ADVERTISING SITES = TRAFFIC AND ADDITIONAL PUBLISHER INVENTORY

> SUBSCRIPTION SITES = CONVERTING FREE OR PAYING MEMBERS.

> LEAD GENERATION SITES = FORM FILL-OUTS OR OFFLINE PHONE CALLS

> ECOMMERCE SITES = TRANSACTIONS


WHAT SHOULD YOU BE MEASURING?

ECOMMERCE METRICS

> TRANSACTIONS

> CHECKOUT FUNNELS

ENGAGEMENT METRICS

> AVG PAGE VIEWS

> TIME ON SITE

> BOUNCE RATE

> REPEAT VISITS


SIMPLE DASHBOARD: IS THIS IT?

WE STILL DON’T HAVE ANY ACTIONABLE INSIGHTS. WE NEED TO SEGMENT.


SEARCH ENGINES SEGMENTED BY ENGAGEMENT METRICS


HOW DO THESE SEGMENTS PERFORM IN SALES?



HOW MANY PURCHASES OCCURED AFTER 1 VISIT? (UNSEGMENTED DATA)

WHICH SOURCE IS MORE LIKELY TO CONVERT ON THE FIRST VISIT? (SEGMENTED DATA): REFFERAL TRAFFIC


EXCEL TO THE RESCUE


LET’S TEST SOME KEYWORD CONVERSIONS



REMOVE BRANDED TERMS


SORTED BY CONVERSION RATE… WE GET MORE NOISE THAN DATA.

KEYWORD GEMS!!

> EXPORT TO CSV

> ADVANCE FILTER IN EXCEL

> 25 VISITS OR MORE

> 2 OR MORE TRANSACTIONS

Shouldn’t you be investing in these keywords? What are your rankings for them? Did you discover a new keyword you didn’t know about?



BOUNCES SEGMENTATION

> IN TRADITIONAL DIRECT MARKETING, 50% OF YOUR INVESTMENT GOES TO WASTE. IT’S KNOWING WHICH HALF THAT IS THE MOST DIFFICULT

> BOUNCES ARE DEFINED BY A VISITOR SEEING 1 PAGE ON YOUR SITE AND LEAVING WITHOUT SEEING ANYTHING ELSE

> WITH WEB ANALYTICS, WE CAN KNOW EXACTLY WHAT THEY SAW

> THIS HIGHLY UNQUALIFIED TRAFFIC COULD GIVE YOU VALUABLE INFORMATION

CUSTOM BOUNCE SEGMENT


CUSTOM SEGMENTATION


Not bad, 54% of users create approx 52 million pageviews!

VENI, VIDI, VOMIT… WHICH CONTENT DRIVES PEOPLE AWAY?


SOME BOUNCE RATE GEMS.


WHERE IS THE TRAFFIC COMING FROM ON THIS PAGE?


CHECKOUT FUNNEL


ACTIONABLE INSIGHTS

> Leverage Search & Display Advertising investments through segmentation.

> Repeat visits: Convincing visitors to act on first visit.What worked and what didn’t.

> Specific Keywords to Target for Paid, Organic and Content writing.

> Bounce Rate: What pages and/or content was successful?What kind of content did your visitors seem to like/dislike?

> Is there a problem in any particular step of your checkout process?


EXAMPLES OF BAD REPORTS I HAVE SEEN:


MUCH BETTER (COMPARISON):


BETTER (CHOOSE METRIC)


BETTER (SEGMENTED):


ITS NOT THE SIZE OF YOUR TOOL, BUT THE « EXPERTISE » OF THE ANALYST USING IT.


TOP 5 TIPS TO REMEMBER:

1. DON’T USE OVERLY COMPLEX TOOLS UNLESS YOU HAVE THE NEED AND THE MANPOWER

2. MAKE SURE YOU HAVE THE RIGHT PEOPLE FOR THE JOB

3. IDENTIFY BUSINESS KPIs AND WEB KPIs. HOW DO THEY COMPLEMENT EACH OTHER

4. USE ENGAGEMENT METRICS.

5. SEGMENT, SEGMENT, SEGMENT.


CONTACT US IF YOUR ANALYTICS = FAIL


[email protected]

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