WEB ANALYTICS: HOW TO USE TO YOUR ADVANTAGE

Transcription

1 April 24, 2013 WEB ANALYTICS: HOW TO USE TO YOUR ADVANTAGE Presented By: Marie Ketner Technology Director Sheridan Books, Inc.

2 CALL ATTENDEE STATISTICS No Answer, 4 Are you currently using analytics on your website? Unsure, 8 No, 12 Yes, 35 2

3 Google Analytics In Real Life - Landing Page Optimization Google Analytics In Real Life - Online Checkout Google Analytics In Real Life - Site Search 3

4 WHAT IS WEB ANALYTICS The analysis of qualitative and quantitative data from your website and the competition To drive a continual improvement of the online experience of your customers and prospects Which translates into your desired outcomes (online and offline) 4

5 WEB ANALYTICS: HOW TO USE TO YOUR ADVANTAGE BENEFITS OF ANALYTICS

6 Collect, measure and analyze activities of your online visitors 6

7 Monitor visitor behavior to help validate your online strategy 7

8 Make informed decisions on optimizing your website to achieve your business goals 8

9 Track how your website contributes to your organizations profits 9

10 GLOSSARY OF TERMS Bounced Visitor: A visitor who views only a single page on your website and has no further actions. This is generally considered a bad experience Campaign: The name of a specific campaign, for example, January newsletter, Facebook offer, Paid search campaign Funnel: A well-defined process (most usually pages) leading to a conversion goal, such as, using a check-out system Landing page: The first page visitors arrive on when they visit your website Goal conversion: This is a desired action on your website that is defined as being more valuable than a standard pageview. For example, a purchase confirmation page Referrer / Traffic Source: the URL of an HTML page that refers visitors to the site Avg. Time on Site: The time spent on the entire website Keyword(s): A significant word or phrase typically used to find specific information online or on a website. New Visitor: New visitors are uniquely identified by the web browser they used so a visitor is new when any page on our site has been accessed for the first time by a web browser. Pageview: A view of a page on your website that was loaded by a browser Visit: The number of unique sessions initiated by all visitors. If a user is inactive on the site for 30 minutes or more, any future activity will be attributed to a new session. Users that leave and return within 30 minutes are counted as part of the original session. Visitor: The number of distinct web browsers used to access a website 10

11 WEB ANALYTICS: HOW TO USE TO YOUR ADVANTAGE TOOLS & SERVICES

12 TYPES OF ANALYTICS TOOLS Clickstream Analysis Tools Competitive Intelligence Tools Experimentation and Testing Tools Voice of Customer Tools Social Analytics Tools 12

13 13

14 14

15 15

16 OTHER ANALYTICS SERVICES 16

17 DATA QUALITY Website experiences are constantly evolving Technology is constantly changing Most clickstream technologies are not foolproof Each tool has developed their own optimized methodologies to capture and process data We rely on fragile things such as cookies to track individuals Individual firewall, security settings, and antispyware software can disrupt data collection 17

18 WEB ANALYTICS: HOW TO USE TO YOUR ADVANTAGE WHERE TO START?

19 CONTINUOUS PROCESS START Testing to Improve Acquisition of Visitors Analysis of Trends Measurement of Performance 19

20 SOLVE FOR BUSINESS QUESTIONS OLD APPROACH How many visitors did I have this month on my website? Where did my visitors come from? Search engines, referrals? What is my conversion rate? NEW APPROACH How can I improve revenue by 15% in the next three months from our website? What are the most productive inbound traffic streams and which sources are we missing? Have we gotten better at allowing our customers to solve their problems via self-help on the website rather than our customers feeling like they have to call us? What are the most influential buckets of content on our website? 20

21 THE TRINITY STRATEGY Behavior The Trinity Strategy Outcomes Experience Source: Avinash Kaushik 21

22 THE TRINITY STRATEGY CUSTOMER EXPERIENCE Primary Purpose Why are you here? Task Completion Rates Were you able to complete your task? Content and Structural Gaps How can we improve your experience? Customer Satisfaction Did we blow your socks off as a result of your experience today? ANALYTICS METRICS Bounce Rates Can the customers quickly find what they are looking for? Conversion Rates Are those who come to buy able to accomplish that task? Revenue Is revenue in line with our goals for the websites? Multichannel Impact Are we funneling more customers to our retail partners or other channels? Source: Web Analytics, An Hour a Day, Avinash Kaushik 22

23 KEY PERFORMANCE INDICATOR ACTION The trend of repeat visitors for our website is up month to month This is great news! Evaluate any changes that may have caused this trend and do more of it Can you now target those repeat visitors and encourage them to increase their page views or sales? Next month, re-evaluate the data again OBSERVATION 23

24 KEY PERFORMANCE INDICATOR ACTION These six pages are the top exit pages on our website in December 2012 Have these pages changed in the last six months? Do these pages have any leakage points? Can we update the pages to keep visitors on the site with a call to action? Adjust and re-measure next month OBSERVATION 24

25 KEY PERFORMANCE INDICATOR ACTION Our last banner campaign cost $5,000 and generated four sales worth a total of $1,000 Drop the banner ad campaign Investigate landing page issues and the marketing message. Perhaps an offer has expired? Evaluate ad placement Is this an opportunity for an A/B experiment with an alternate banner? OBSERVATION 25

26 KEY PERFORMANCE INDICATOR ACTION Online purchases increased by 5% in January 2013 as a result of an that was sent to each new customer within one week of their purchase This is great news! Can marketing be used in other ways? Did those customers come back again the following month? What happens if you send another to those same customers 2 months after their original purchase? OBSERVATION 26

27 WEB ANALYTICS: HOW TO USE TO YOUR ADVANTAGE THE BASICS

28 STANDARD REPORT DATA Visitors Overview Report 28

29 STANDARD REPORT DATA Traffic Sources Overview 29

30 STANDARD REPORT DATA Content Overview 30

31 REPORT FILTERS All Visits New Visitors Returning Visitors Paid Search Traffic Non-paid Search Traffic Search Traffic Direct Traffic Referral Traffic Visits with Conversions Visits with Transactions Mobile Traffic Tablet Traffic Non-bounce Visits Advanced Segments Advanced segments let you filter and isolate subsets of your traffic data Custom Segments You can create your own custom segments to filter specific data points, ex. International Traffic vs US Traffic 31

32 DATA EXAMPLE Pages per Visit Avg Visit Duration Bounce Rate All Traffic : % New Visitors : % Returning Visitors : % Tablet Traffic : % Mobile Traffic : % United States : % Outside the U.S : % Search Traffic : % Direct Traffic : % Referral Traffic : % 32

33 WEB ANALYTICS: HOW TO USE TO YOUR ADVANTAGE CONVERSION RATES

34 CONVERSION RATES Total Visitors Visitors Non-Bouncing Visitors Bounced Visits Abandoned Conversions (1-3%) Source: The e-tailing group 10 th Annual Merchant Survey, April

35 ECOMMERCE CONVERSION RATES Transactions: The revenue, tax, shipping, and quantity information for each transaction Time to Purchase: The number of days and number of visits it takes to purchase, starting from the most recent campaign through the completed transaction Average Value: Is the average value of ecommerce transactions 35

36 ECOMMERCE CONVERSION RATE $60.00 Average Order Value (AOV) $50.00 $40.00 $30.00 $20.00 $10.00 Under Performing $ % 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00% 8.00% 9.00% 10.00% Conversion Rate 36 Performing Well Outstanding Performance

37 ECOMMERCE CONVERSION DATA Conversion Rate Transactions AOV All Traffic 5.15% 673 $41.74 New Visitors 3.75% 293 $43.39 Returning Visitors 7.21% 380 $40.47 Tablet Traffic 8.59% 167 $36.74 Mobile Traffic 6.07% 181 $35.91 United States 5.05% 254 $38.70 Outside the U.S. 5.20% 419 $43.58 Search Traffic 4.03% 21 $50.76 Direct Traffic 2.78% 78 $45.90 Referral Traffic 5.87% 570 $

38 GOALS 38

39 651 visitors finished 34.28% funnel conversion rate

40 WEB ANALYTICS: HOW TO USE TO YOUR ADVANTAGE BEST PRACTICES

41 1 IDENTIFY OBJECTIVES Gather business questions from your organization What is the key objective of your website? What does success look like to you? 41

42 2 DESIGN A STRATEGY & IMPLEMENT Choose an analytics tool that works for your organization and budget Start small and increase capabilities and budget over time 42

43 3 TRACKING Begin collecting data Set aside time daily to evaluate your analytics reports 43

44 4 ANALYSIS & TESTING Evaluate and analyze data against your key objectives and business goals How are you performing? Are there areas for improvement? 44

45 5 REPORTING Create customized reports that target your specific business questions Send out weekly / monthly updates to the business team Discuss these reports with your business stakeholders 45

46 6 REFINEMENT Refine objectives, goals, and strategy based on analysis 46

47 7 START AGAIN! Begin the process over again by setting new business objectives Testing to Improve Acquisition of Visitors Analysis of Trends Measurement of Performance 47

48 STEPS TO SUCCESS 1 Identify Objectives 2 Design a Strategy & Implement 3 Tracking 4 Analysis & Testing 5 Reporting 6 Refinement 7 Start Again! 3/28/12 48

49 RESOURCES Web Analytics: An Hour a Day Avinash Kaushik Measuring Success Web Analytics 2.0 Avinash Kaushik Analytics Talk Advanced Web Metrics with Google Analytics Brian Clifton Search Engine Watch alytics 49

50 THANK YOU! Sheridan Books Website What s Bookin Blog Questions? Contact us at info.sbi@sheridan.com or contact your sales representative.