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