A4U Expo London Web Analytics Joanna Butler Barriers To Conversion And Discovering Untapped Opportunities With Analytics

performance led digital marketing latitudegroup.com

14/10/2009 Joanna Butler, SEO & Online Marketing Consultant

About Joanna Butler

Barriers to Conversion & Discovering Untapped Opportunities with Analytics

● SEO, web analytics and online marketing strategies

● I work with blue chips and SMEs at Latitude

● Horse rider, photographer and London tourist● Horse rider, photographer and London tourist

● I blog at: SearchEngineChocolate.com

Search EngineChocolate .com

What is Web Analytics?

● Spans all channelsall channelsall channelsall channels

● InformsInformsInformsInforms marketing strategy


● Can save/makesave/makesave/makesave/make you money

Before the

“How do I...” “How do I...” “How do I...” “How do I...” should be the

What is Web Analytics?


should be the

“Why do I want to...” “Why do I want to...” “Why do I want to...” “Why do I want to...” ...track these statistics?

Information without a purpose is like having a car without a licence.

SMART aims:SMART aims:SMART aims:SMART aims:

SSSSpecific

MMMMeasurable

Analytics Methodology


MMMMeasurable

AAAAchievable

RRRRealistic

TTTTime-related

Tracking: Engagement

Set up goals :Set up goals :Set up goals :Set up goals :

Track outbound links


<a <a <a <a hrefhrefhrefhref="http://www.example.com" ="http://www.example.com" ="http://www.example.com" ="http://www.example.com" onClickonClickonClickonClick="="="="javascriptjavascriptjavascriptjavascript: : : : pageTracker._trackPageviewpageTracker._trackPageviewpageTracker._trackPageviewpageTracker._trackPageview('/outgoing/example.com');('/outgoing/example.com');('/outgoing/example.com');('/outgoing/example.com');">">">">

Track on event

<a <a <a <a hrefhrefhrefhref="http://www.example.com" ="http://www.example.com" ="http://www.example.com" ="http://www.example.com" onClickonClickonClickonClick="="="="javascriptjavascriptjavascriptjavascript: : : : pageTracker._trackEventpageTracker._trackEventpageTracker._trackEventpageTracker._trackEvent('Videos', 'Downloaded', 'Gone With the Wind');('Videos', 'Downloaded', 'Gone With the Wind');('Videos', 'Downloaded', 'Gone With the Wind');('Videos', 'Downloaded', 'Gone With the Wind');">">">">

● Segmentation: Segmentation: Segmentation: Segmentation: it takes two (or more!)

Analytics Methodology


● AveragesAveragesAveragesAverages are deadly! The useful bit!

Tracking

● Warning!Warning!Warning!Warning!

Users may not have Cookies enabled


Tracking: Technical


Tracking: Marketing Efforts


Tracking: Engagement


Tracking: [Target] Demographics


Creating Segments


Creating Segments


Creating Segments


Voucher code + High bounce rateVoucher code + High bounce rateVoucher code + High bounce rateVoucher code + High bounce rate= = = = Has your voucher code expired?= = = = Has your voucher code expired?

● Give an alternative offeralternative offeralternative offeralternative offer● Error = bad experience

Creating Segments


Creating Segments


Creating Segments


iPhone or netbookiPhone or netbookiPhone or netbookiPhone or netbook= = = = Conference attendee?= = = = Conference attendee?

● What contentWhat contentWhat contentWhat content interests you?● Did you click an outbound linkoutbound linkoutbound linkoutbound link?● How long How long How long How long did you stick around?

Creating Segments


Creating Segments


Creating Segments


● Collect Collect Collect Collect user data

● Learn Learn Learn Learn what makes them tick

Example stats to trackWhat is the behavioural pattern of your target customers?

Directed information seekers Directed information seekers Directed information seekers Directed information seekers

Experienced, specific product

Undirected information seekersUndirected information seekersUndirected information seekersUndirected information seekers

Surf, browse, novice / experienced


Surf, browse, novice / experienced

Bargain hunters Bargain hunters Bargain hunters Bargain hunters

Free, prizes, sales, promotions

Directed buyers Directed buyers Directed buyers Directed buyers

Specific product, price

& product comparison sites

Entertainment seekersEntertainment seekersEntertainment seekersEntertainment seekers

Interact, social, content important

Example stats to track

Using the ‘ALEA’ model...Using the ‘ALEA’ model...Using the ‘ALEA’ model...Using the ‘ALEA’ model...What processes do your customers go through before converting?



Another idea:Another idea:Another idea:Another idea:


...of outbound clicks...of outbound clicks...of outbound clicks...of outbound clicks



Ladder of LoyaltyLadder of LoyaltyLadder of LoyaltyLadder of LoyaltyGet them hooked!


I’m a merchant, what can I do?I’m a merchant, what can I do?I’m a merchant, what can I do?I’m a merchant, what can I do?

Share relevant dataShare relevant dataShare relevant dataShare relevant data

• Demographics


• Demographics

• Trends

• New products

• Your experience

Product feedProduct feedProduct feedProduct feed

ChoiceChoiceChoiceChoice

If you remember anything, remember this:

Assumptionis the mother of all

““


is the mother of all *mess-ups!

...let your customers decide!...let your customers decide!...let your customers decide!...let your customers decide!

* Quote from Under Siege 2: edited for general audience

““

””

Thank you!

Ask me [email protected]


Follow me on Twitter@JoannaButler

@Latitude_Group

Business

A4U Expo London Web Analytics Joanna Butler Barriers To Conversion And Discovering Untapped Opportunities With Analytics