Engagement and Ecommerce

Transcription

1 PRESENTATION TITLE Engagement and Ecommerce Introduction Measuring Success By John Deming, Marketing Manager for , SEO and Web Analytics Note: none of the information presented depicts GMCR data GREEN MOUNTAIN COFFEE ROASTERS

2 I first gave this presentation to my colleagues at work for feedback, this happened So I thought I d tell a story about something I am passionate about and how it relates to data.

3 I am passionate about whitewater kayaking 3

4 4

5 How does this all relate to measuring the success of websites? 5

6 Through my travels kayaking I met James, who is currently the VP of Marketing at Jackson Kayak 6

7 I help James from time to time with web analytics and SEO AND they don t sell kayaks on their website 7

8 So I thought, perfect this will be a great example for this presentation and this will help add a little flair to otherwise boring charts about data 8

9 There are lots of tools available to help us measure the success of our online activities 9

10 Most people are familiar with the free version of 10

11 How do we measure non-ecommerce Activity? What are the Key Performance Indicators - KPIs we should be looking at? How does my CEO, President, or boss know if our website is a success if we aren t selling anything online? 11

12 Some Background about Jackson Kayak Eric Jackson has been world freestyle champion four times (1993, 2001, 2005, 2007). Jackson Kayaks dominate the whitewater kayak market and have expanded into recreational kayaks and now fishing kayaks 12

13 What is the first thing I should think about measuring? How many visits does the website get each day, week, month and year? Trend this over time and look for spikes, write annotations for events 13

14 If you create an annotation for each marketing event or campaign, you can start to see correlations between the events and subsequent spikes in traffic 14

15 Jackson Kayak does a lot of event marketing around the world, so where does traffic originate from? 15

16 A natural question might be, do they see a spike in traffic in a region they recently had an event like a kayak competition or festival? 16

17 Create some benchmarks of daily, weekly and monthly traffic per region using the non-event months and then use these to measure increases in traffic after the event to help gauge impact 17

18 When you find a spike in the visitor rate, how do you determine what drove the traffic? 18

19 This blog post had 4208 Page views on Sept 12, 2012 This type of content marketing should be repeated based on the great results of this post 19

20 Bounce Rate (short visit under 5 sec or one page visit) This blog post had 3664 visits on Sept 12, 2012 but also had a high bounce rate, so people didn t visit many other pages of the web site 20

21 What are your most popular pages and what are least popular pages? Are people visiting the pages you are promoting in social channels or with online paid advertising? 21

22 2 nd most popular page in the last month after the home page: 22

23 3 rd most popular page in the last month after the home page: 23

24 Some other KPIs How are visitors finding the website? Are there opportunities to increase channels like search or referral? Top Keyword Search Terms for the last month 24

25 They are currently #1 Organic Rank 25

26 This is the page that ranks as #1 Fresh content with the Keyword Coosa and Jackson Kayak Coosa continue to help this page rank well for those search terms 26

27 Some other KPIs New Visitors versus Returning Visitors What is the percent of new visitors versus returning visitors? If you are focused on engagement you will want to increase repeat visitors, to do this you would want to increase pages per visit, visit duration and frequency and lower bounce rate. 27

28 What pages are new visitors going to versus repeat visitors? Insight: There are more repeat visitors for the whitewater kayaker pages versus the fishing kayak pages which have more new visitors; makes sense since they have traditionally been a whitewater kayak company Tip: Make sure you are posting fresh content for fishing kayakers to encourage a repeat visit! 28

29 (The # of times visitors visit the website) Loyalty Identify Fans that visit often, speak directly to them and entice them to become brand advocates 29

30 Give people a reason to visit often with great content that is relevant to their interest and their passion in order to engage them! Like these blog posts about the Whitewater Community 30

31 How long has it been since a visitor last was on your website? Recency Insight: This reflects the seasonality of their industry and their content 31

32 Tip: Give people a reason to check back more often and during the off-season 32

33 Depth of Visit (How many pages do people visit?) Who are these people and how do you increase this number? 33

34 Create Funnels measure micro-conversions to a desired outcome like visiting a store locator page, try to increase each micro-conversion point (each page) to increase overall visits to the store locator page Home Page Category Page (like Fishing Kayaks) Product Page (like the Big Tuna) Product Review Video Product Review Notes Section Store Locator identify the flow of URLs you are interested in tracking and establish a path or traffic flow to track the micro-conversions points 34

35 More visitors to this page = good 35

36 How do we measure Ecommerce Activity? What are the Key Performance Indicators - KPIs we should be looking at, besides how much cash are we making? 36

37 All of the KPIs we reviewed for non-ecommerce can be tracked for Ecommerce to see their impact on Ecommerce Visits Bounce Rate Most Popular Pages Where is the traffic coming from New Visitors versus Returning Visitors Loyalty Recency Depth of Visit Funnels for Goals and Navigation Paths 37

38 In addition to the KPIs we track for Ecommerce, you should look at: Average Order Value Conversion Rate (Buyer / Visitor) Web Revenue Cart Abandonment Rate Trend these KPIs and overlay the promotions calendar (in Google Analytics create annotations) 38

39 Average Order Value will fluctuate because of promotions Tips Watch for promotions that will lower AOV they will need to be off set with increased traffic and buyers. Promotions that increase AOV aren t considered a success if you don t hit your sales revenue goal AOV can double but if sales revenue was half the forecasted amount, the promotion isn t a success 39

40 Conversion Rate (# Buyers / # Visitors) Tips To increase conversion rate, you will need to increase the numbers of buyers It is possible to have a decrease in conversion rate but have a promotion that is a success if you can increase the traffic to the website 40

41 Create Funnels to measure micro-conversions along the path of conversions Home Page Category Page Product Page Product Review Product Review Notes Section Check out and purchase 41

42 Web Revenue Tips To increase revenue you will need to increase one of these: 1. traffic (more visits) 2. AOV (buy more stuff) 3.conversion rate (more buyers) Trend this over time and overlay the promotions calendar to identify which campaigns are home runs and which campaigns are duds. 42

43 Cart Abandonment Rate Tips Lots of folks will put stuff in the cart and for one reason or another will not complete the purchase. It is important to watch the trend of this metric. If the abandonment rate surges, ensure there isn t a bug in the order process that prevents people from checking out Send a cart abandonment to remind people they have items in their cart 43

44 Put all of this information into a weekly or monthly or quarterly dashboard report where you can track your progress to success! And you too can be a ROCK STAR! 44

45 Questions? 45