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Web analytics is the leitmotiv in every search marketing project. To measure is to know and analyzing your website can provide useful information to increase the return. 10 practical tips to optimize your web analytics are given during this session.
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10 tips for actionable web analytics
Tom Michiels
QueroMedia Snapshot
Our killer combo
(De Tijd, 18 april 2008)
© Michael Sack – Idearc Media
Selling the milk
Susan is more likely to buy the milk if it is in aisle 7
Not easy:
1. You don’t know it is Susan walking in the store.
2. How to move the milk in real-time to aisle 7?
Leverage the power of internet!
© Michael Sack – Idearc Media
Visitors
Customers
Success * 2
Input * 2
Dropout /2
- Search Engine Advertising- Search Engine Optimization
- Persuasive webdesign- Usability- Web Analytics
What is a conversion
Web Analytics Overview
1. Measure processes
Product page
Checkout success
1. Measure processes
1. Measure processes
2. Determine bottlenecks
2. Determine bottlenecks
3. Test, test, test
3. Case study - original
3. Case study - Split run
+ 66%
3. Case study - Sneakertom
1
2
3
4. Think about Usability
5. Check your traffic sources
www.site.com/?utm_source=newsletter&utm_medium=email
Measure e-mail click-throughs
6. Know your visitors
6. Know your visitors
6. Know your visitors
6. Know your visitors
7. E-mail lost visitors
8. Integrate online & offline
Visitors KBCBonus.be
Visitor source
Cheers to Paul (KBC), Wouter (VVL|BBDO), Bart & Christophe (Proximity|BBDO)
Total: 88.579
9. Listen to your visitors
10. The long tail of search
0
50
100
150
200
250
300
350
400
450
runn
ing
shoe
women
s sh
oe
skat
eboa
rd s
hoe
nurs
ing
shoe
lead
ing
shoe
shoe
loun
ge
dc s
hoe
com
pany
walkin
g sh
oe
shoe
out
let
born
divi
de sh
oe
dc s
hoe
co
shoe
fetis
h
shoe
rack
heely
s sk
ate
shoe
shoe
disc
ount
be
shoe
out
let kl
eve
lang
uage
nl
good
year
shoe
shoe
who
lesa
lers
dr s
hoe
adam
shoe
hugo
bos
s sh
oe
shoe
time
shoe
disc
ount
.be
slide
s sh
oe fo
rum
shoe
lace
s
man
sho
e
shoe
job
shoe
gam
e
snuf
sho
e nl
extra
larg
e sh
oe co
ver
big
shoe
goth
ic sh
oe
petit
shoe
shoe
wor
ship
mpe
g
Yahoo! Keyword Tool: ‘shoe’
10. The long tail of search
11. Appoint someone
Thank you!
www.linkedin.com/in/michielstom
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