Web metrics: deriving value from e-businesse. Rolan Micallef Attard Freelance, Trusted Business Consultant

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1 Web metrics: deriving value from e-businesse Rolan Micallef Attard Freelance, Trusted Business Consultant

2 Its all about customer-centric centric measurement Web Metrics are measurement techniques utilised to track and identify what is happening on the Internet and on your website Web Analytics is a discipline aimed at understanding your website visitor s on-line experience, seeking methods that meet your user s requirements, and optimising your organisation s ultimate goals

3 Tracking trolleys vs. tracking clicks

4 Its all about Increasing sales Reducing costs Improving return on investment (ROI) Fine tuning online marketing strategies Outperforming your competition Knowing who s behind the browser

5 Do you measure? Online website traffic How traffic arrives to your website Where visitors come from What users do on your website Your online advertising campaigns Technology users use How well your site is performing technically User visits Website paths Website visits Complete browsing history by unique visitor analysis

6 e-metrics customer-centric centric sophistication 1 st Generation e-metrics Website Statistics 2 nd Generation e-metrics e-business intelligence 3 rd Generation e-metrics e-customer intelligence Hits Visits Sessions Page Views Accessed pages Site referrals Unique visitors etc. etc. etc. RFM Acquisition costs Conversion rates Sales trends Average basket size Click-through rates Repeat visits etc. etc. etc. Segmentation Path analysis Loyalty/churn Propensity 1 to 1 relationship ROI per customer Custom metrics etc. etc. etc

7 Customer-centric web metrics evolution 1 st Generation e-metrics (Website Statistics) Persistent user Identifier 2 nd Generation e-metrics (e-business intelligence) Anonymous user Profile 3 rd Generation e-metrics (e-customer intelligence) Discreet user Identity User Cat. 1 User Cat. 2 User Cat. 3 User Cat. 4

8 Its all about customer loyalty & reducing dropouts Online Customer Life Cycle framework Reach Acquire Convert Retain Loyal customers Leakage Abandonment Attrition Churn Website users dropout patterns

9 Optimisation of Reach through web analytics Reach is an activity aimed at attracting the attention of your target audience to your website through a specific activity Measuring the ROI of Reach techniques through: Pay-per-click Analysis Advertising Revenue Analysis Self-Service Analysis

10 Pay-per per-click analysis Search engine campaign Web metrics revealed that website visitors, having typed general phrases in a pay-per-click search engine, browsed only for a short time and contributed to no significant revenue, while visitors who typed specific words browsed longer, viewed more pages and shopped online. Kalmbach reduced $4,000 per month promotional partner s costs

11 Advertising revenue analysis Banner ads Web metric results from banner ad clickthroughs for easyjet 40% booked 1 st visit 17% booked same day 20% took over 2 weeks Marketing ROI increased by 86% in one month by refining banner ad media strategy, by analysing performance, creativity and timing

12 Optimisation of Acquisition through web analytics Acquisition is the stage when your target audience has been successfully reached and persuaded to visit your website Measuring the ROI of Acquisition techniques through: Affiliate Marketing Analysis Landing Page Analysis Marketing Analysis Search Engine Marketing Analysis

13 Landing page analysis leading visitors to your goal Web metrics revealed that visitors were landing on pages considered less important. Inserting the necessary leads on these pages increased conversion by 33% through newsletter signups and form-filling

14 marketing analysis Follow-up s Web metric results revealed that s sent immediately after registration generated 9.4% click-throughs, while 3 timed (4 days 1 week 1 week) follow-up s generated 5.4% clickthroughs from the unconverted. Knowing how frequently to deliver follow-up s to entice prospective clients to engage in online activities, improved ROI by 125%.

15 Search engine analysis Search engine indexing Investigating search behaviour and linguistic patterns Facilitating the indexing of each page by search engines Modifying its single dynamic site to a multipage static site. FordDirect.com managed to increase its search engine rankings and its search engine referrals by 940% and 4,838% equivalent to 73,000 visitors per month.

16 Optimisation of Conversion through web analytics Conversion is the stage of leading potential customers to your website s predetermined goal Measuring the ROI of Conversion techniques through: On-Line Analysis Lead Generation Analysis

17 On-Line Analysis The Moment of Truth

18 Lead generation analysis Activity schemes On-line registration is essential for marketing purposes. Black & Decker increased leads by 40% by changing the position of the registration icon.

19 Optimisation of Retention through web analytics Retention is the stage of turning your website users into loyal customers making them return over and over again, preventing their migration to competition Measuring the ROI of Conversion techniques through: Recency, Frequency and Monetary Value Analysis Path Analysis Content Analysis

20 Content analysis Segmentation Web metrics revealed that visitors interested in skiing, browsed the ski gear pages, while retained visitors who had previously purchased ski gear were more interested in purchasing expensive skis. Delivering selected content to repeat customers increases repeat purchases

21 Web analytics that contribute to Revenue Number of user visits Conversion Rate Number of Clients Average cart value Website turnover Point of departure Reach techniques Acquisition techniques Retention techniques Dropouts rates Trolley abandonment Personalisation Website Usability Up-sell Cross-sell * = * = 10,000 3% ,000 * = * = 11,000 3% ,700 * = * = 10,000 4% ,000 * = * = 10,000 3% ,000

22 MBA (ebusiness( ebusiness) ) Dissertation - survey findings (1) Popularity Tourism Telecom, media, publishing Government organisations

23 MBA (ebusiness( ebusiness) ) Dissertation - survey findings (2) 42% take a reactive approach to changing on-line strategies based on Web Analytics for the purposes of ROI, yet the level of sophistication of web analytic applications is low.

24 MBA (ebusiness( ebusiness) ) Dissertation - survey findings (3)

25 MBA (ebusiness( ebusiness) ) Dissertation - survey findings (4) 71% of organisations with access to Web tracking applications have identified the following factors to be a limiting factor in maximising their Web analytics potential Lack of Time Budget Limitations Lack of specialised personnel

26 The way forward.. Invest in the right web analytic solution that suits your needs and budget, and that will allow you to achieve your goals Invest in staff training, or outsource interpretation of web metrics to web analysts that understand your business Focus on business critical aspects of your website to improve its overall performance and prevent the migration of your customers to your competitors

27 Questions

28 Thank You This presentation can be downloaded from Rolan Micallef Attard Freelance, Trusted Business Consultant