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Similar to Analysis with no web analyst on board 2012
Analysis with no web analyst on board 2012
- 1. Analyses with noweb analyst on board How can a company with no in-company web analyst benefit from web analysis? How can an external web analyst help them to answer specific business questions to make them more effective and more successful? Geddy van Elburg
- 2. Geddy van Elburg Web analytics course at UBC SEO / SEA Usability Certified Web analyst Web analyst ( DAA) Persuasion Architecture Conversion optimisation Chair of DAA Special Interest Group EU Guest speaker/teacher at More than 13 years of Saxion University experience Owner of Ionmoon Member of education and certification committee
- 3. Ionmoon B2B and B2Cclients Internet strategy International Member of WTC Twente Web analytics Helping in company web Usability /Persuasion analysts team architecture Most of the clients don’t have a Search Engine Strategy web analyst on board Social Media Strategy Helping companies to get grip on their internet strategy and accountability Expert reviews
- 4. Growing use ofInternet Polska/Poland 700 600 More people will orientate 500 online 400 300 200 Polska/Poland More people will buy online. 100 0 This will even grow more: EU plan 2020 on Internet structure
- 5. Analytics? Where doyou start? Depending on your companies needs What is the existing situation ( starting point) What is the business strategy Where do you want to go? What are your goals?
- 6. Situation in mostcompanies Are you reaching all of your target groups?
- 7. One size doesn’tfit all Most companies just reach the middle 30% How do I improve this? Dutch call this the “ poldermodel” Measurable data: insights Act on Insights So you need web analytics !!
- 8. Cats are nodogs Analysing websites is not only about data. It is about human behaviour. The biggest challenge for any web analyst is translating data into actionable insights Eisenberg & Eisenberg: Waiting for your cat to bark
- 9. Web analytics: morethan # visitors Strategy How did they find you? Setting up Goals and KPIs What are your visitors doing on your website? Segmenting Are they converting? Branding vs. non branding What are we Missing? Translating data into behaviour and into actions
- 10. Everything starts withthinking Start with what you need to know Why do you need to know How are you getting the data Are the results How can we duplicate/ avoid results
- 11. Traffic source Direct traffic What is your client value of each Organic search source? Paid search Do you really have a ROI of these traffic sources? Social Media Which sources drives your most Referral valuable clients? Email How can you improve? Offline media Etc.
- 12. Looking beyond ROI Crucial data is not ROI, but average order value in campaigns. Example: Campaign B needs twice as many conversions to reach same results as campaign A Campaign A Campaign B Conversion Ratio 3% 7% Sale € €10,000 €12,000 # Sales 50 120 Average Order €200 €100 Value (AOV)
- 13. Branding index This is all about reach. High branding index might be a Are you reaching people who risk have not heard about you? Is branding segment behaving differently on your site? What is the HALO effect of What can you do to improve? non-web related marketing? Branding index and customer life cycle might indicate the health of your company
- 14. Offline media Broadmatch: sending What is the halo effect? Cooperation with online How to turn readers /watchers into customers? What is the Return on Investment?
- 15. The old funnelmodel One-way approach Speaking instead of listening Goal: creating demand instead of client value
- 16. The new funnel Dialogue through multiple channels Conversation vs. “sending” Goal: Creation of long-term client value & loyalty Sales through service
- 17. Not selling online? Webshop have a clear conversion : Sale Lead generation and informative websites contribute towards company results. Example: How many people do you attract towards your store? How many people ask for a quote? How many people become a customer/client?
- 18. Relation shop andwebshop visitors 35000 30000 25000 20000 Unique visitors 15000 gezinnen 10000 5000 0 01 03 05 07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51
- 19. Target groups Looking fromthe inside Looking from the outside Information you provide is not necessarily information the visitor needs
- 20. Not every visitoris equal Analyse results demographic data, behavioural, and channel: Social media Which clients are active on social media? Which channels do they use? What are they doing there? Channel Which channel gives most response? Which channel more influencers? New vs. Existing customers Which group delivers more revenue? Multi-Channel Activity/Status Are visitors from different channels behaving differently? How?
- 21. Not every visitoris valuable Best way to evaluate the overall performance is to assign a weighted value (or amount) to any action that makes sense for your company or organization Example: Page view = 1 point (or € ) Registration = 5 points (or €) Qualified lead = 7 points (or €) Sale = 10 points (or €)
- 22. Conversion measurement Essentialto zoom in on results Every channel has a different result Measurements are always not reliable Especially with complex products; use of multiple computers etc.
- 23. 4 critical areasof measurement •Page Visitor data views, visitors, visits, clicks, conv Important basics ersion, bounce etc •When, how, where Influence Data mentioned, network increasing importance connections Feedback Data •Questions, complaints, reviews, f Learn to listen rustrations, problems, praise •Measure results of actions and ROI channels individually and in per Action & Channel media mix
- 24. Internet scorecard Balancedscorecard for internet Quick access towards results Complete picture of results Strategic thinking
- 25. How is online contributing towards Financial the business goals How do we reach target groups and maintain conversion, retention etc. Customer Website Strategy How do we develop and maintain website effective How do we create Organisation an effective online organisation
- 26. Internet scorecard Notonly for large companies Especially smaller companies can benefit Quicker response towards visitors/ goals/ etc.
- 27. Continuity Web analysisonly works when done on a regular basis ( week/ month/ quarter) Compare with same period ( previous month/ same month previous year): Make your own benchmark
- 28. Inhouse vs. Externalconsultant or both? Certified? Knowledge of your business? Training of your staff?
- 29.
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