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Don't jump into Google Analytics without defining your KPIs first. Set your targets and analyse with this guide. Includes strategies and tactics to solve the low traffic and low web site conversion problems. Apply these ideas to improve your sales and leads by a huge margin at a low cost.
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The Digital Analytics Company
www.nabler.com
Web Analytics for Customer Acquisition
NASSCOM Product Conclave 2013
Seby Kallarakkal
@sebyk
CEO, Nabler
Arun Agrawal
@ebizindia
Chairman & MD, Ebizindia Consulting
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Few questions
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~80 Standard reports
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Parallel
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Know what metrics or KPIs matter to you before you open the tool.
Take away #1
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November 2012 Scorecard
25,200 Visits
10%Engaged visits
2.4%Conversion
5020Additional FB likes
7% upvs. last month
0% diffvs. last month
10% upvs. last month
15% upAdditional FB likes
-25%vs. target
-20%vs. target
-15% vs. target
-25% vs. target
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Context matters. Target matters.
Take away #2
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How to design KPIs?
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Introduction to the REAN* Framework
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Reach What methods are used to acquire visitors on the website?
Engage How do visitors interact with the website?
Activate What preferred actions are taken by the visitors?
Nurture How to retain and re-engage with the acquired consumers?
R E A N
* Developed by Xavier Blanc
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• Identify actors – classify them
• Collect business questions from all actors
• Define reach sources
• Define engagement
• Define activation
• Define nurturing methods
• Designing KPIs for reach, engagement, activation and nurture
• Map KPIs to actors
Process for identifying KPIs
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Example – Tally, a software product
Fictional exercise for Tally
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Webmaster
Actors
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Digital marketing manager
Content manager
Business unit heads
Web development managerCMO
CEO
Budget owners Platform owners
Business owners
Campaign managers
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• How are campaigns doing?
• Which channel is performing the best for us in terms of leads?
• Do people register for webinars? Is it worth even organizing webinars?
• How useful is chat?
• How well is our content doing?
• Is our website easy to navigate?
• How come we don’t generate too much revenue from our website?
• What is the main reason for people to come to our site?
• Which pages require rewriting?
Collect business questions
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• What channels / websites / methods will be used to acquire visitors?
– Natural search– Paid search– Display campaigns– Email campaigns– Direct, brand-aware
Identify reach sources
ReachWhat methods are used to acquire visitors on the website?
R
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• What do you think people should do on the website so that they would convert?
– Stick around and not bounce?– Read about products?– Watch videos?– Read about solutions?– Chat with agent?– Read case studies?
• Classify activities into
– High engagement– Moderate engagement– Light engagement
Identify engagement
Engage How do visitors interact with the website?
E
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• Get people to sign up for a demo
• Get people to purchase products online
• Get people to register for a webinar
• Get people to call
• Get people to upgrade
Identify preferred actions
Activate What preferred actions have been taken by the visitors?
A
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• Methods
– Email newsletter– Promotional email
• Activities
– Request for training– Search for partner– Follow on social channels
Identify nurturing methods & activities
Nurture How to retain and re-engage with the acquired consumers?
N
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Now we are ready to design our KPIs
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• What parameter do you want to use to identify your best source?
– Use business questions– Use engagement activities– Use preferred actions
• For the Tally example, the parameters could be
– Traffic– Cost per visit– Cost per highly engaged visit– Cost per preferred action (buy, demo, webinar etc.)
Defining KPIs for Reach
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KPIs for Reach
KPI Name Calculation Explanation Benchmark Actions Actor
Share of visits
Visits from a traffic source / total visits
Shows how each source is doing from a traffic perspective
Historical – 20% YoY for the same month
Optimize channels to get the required traffic within the budget
Campaign manager
Cost per visit (CPV)
Money spent / visits for each source
Shows how much it costs to get a visit from each of the traffic sources
Rs.50 Optimize each channel
Campaign manager
Cost per highly engaged visit (CPEV)
Money spent / highly engaged visits from each source
Shows how much it costs to get a highly engaged visit from each of the traffic sources
Rs.250
Optimize each channel. Segment by landing page / product
Online marketing manager
Cost per order
Money spent / total orders for each source
Shows how much it costs to get an order from each of the traffic source
Rs.1000
Optimize channel / landing page / product / navigation / testing
Online marketing manager
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Quick exercise
Reach sourcesActivities defining high
engagement Preferred actions Nurturing methods
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Two techniques
1. Segmentation
2. Building a model
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• Target – visit to order ratio of 2.5%
• Actual – 2.2%
Segmentation - example
Source / campaign / channel Optimization and realignment of campaigns
Day of the week Customization by day of the week
Landing pageLanding page optimizationSplit Testing
City / State Optimization and realignment of campaigns
Segment by So that
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ModelingExcel model to arrive at targets
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At Rs.25,000 per license, the company needs 200 orders annually or 4 per week. 4 is highlighted since that’s the frequency I’m
suggesting.
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We are building a model and this is a critical assumption – 25% conversion target. This should be watched very closely or the whole
model would fall apart.
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Few more numbers. So it boils down to 1600 web leads in a year
or 33 web leads in a week.
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With the assumption of 2.5% visit to lead ratio, we have now arrived at a weekly target of 1333 visits.
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Let’s say, you take stock and realize you get around 20 visits / day from organic / direct and 5 from social
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More on optimizing
Scenarios
1. Visits too low
2. Conversion too low
3. Campaigns not doing too well
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Traffic
SEO
PPC
Social Media
ContentEmail lists
Media buying
Newsletter advertising
Solving the Low Traffic Puzzle
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Search Engine Optimisation (SEO)
• Organic search traffic
• So-called 0 cost.
• Time consuming, unreliable.
• Landscape is changing very frequently.
• Can’t depend on this heavily.
Solving the Low Traffic Puzzle - 1
Metrics Segment by
Visits Landing page
Share of visit City / State
Revenue Product line
Leads Type of page
Engagement
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Pay Per Click
• Expensive. Costs are rising.
• More reliable. Almost works out as traffic on demand.
• Excellent in short term for testing site conversion etc.
• Great source for steady supply of visitors if the ROI has been worked out as positive.
Solving the Low Traffic Puzzle - 2
Metrics Segment by
Visits Keyword
Share of visit Ad group
Revenue Campaign
Leads Landing page
Engagement City / state
Cost per click
CTR
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Social media
• Creative approach needed.
• Build reputation, connect with current and future customers.
• Monitor and engage in conversations.
• Get established as the expert in the industry and subject matter.
• LinkedIN, Facebook, Twitter, Quora, many more.
Solving the Low Traffic Puzzle - 3
Metrics Segment by
Visits Landing page
Share of visit City / State
Revenue Product line
Leads Type of page
Engagement Network
Likes Follower category
Retweets
Comments
Virality
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Content distribution
• Great and evergreen strategy.
• Develop content which answers problems and issues important to the prospect.
• Point to the problem, describe solution (how to solve the problem) and refer to your product as a cost- effective way to do it.
• Distribute in multiple modes like PPT, PDF etc.
• Your blog, Slideshare, Ezinearticles, Blogspot, Facebook, Twitter
Solving the Low Traffic Puzzle - 4
Metrics Segment by
Visits Source
Share of visit City / State
Revenue Product line
Leads Type of content
Engagement
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Email lists
• Contrary to popular belief, it still works very well.
• List building is the challenge.
• Auto-responders and email shots.
• Great for prospect nurturing.
• Need to provide high content to sales ratio (suggest 70-30% or even 80-20%).
Solving the Low Traffic Puzzle - 5
Metrics Segment by
Visits Lists
Share of visit Time of the day
Revenue Day of the week
Leads Date
Engagement Subject line
Delivered ratio Message/Offer
Open ratio City / State
CTR
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Media buying
• Best to use targetted messaging and avoid branding in the initial stage.
• Banners on highly targeted sites like Moneycontrol, Lifehacker, Gizmodo.
• Radio, TV, print.
Solving the Low Traffic Puzzle - 6
Metrics Segment by
Impressions Source
Visits Offer
Orders Banner/ad design
Subscriptions Day, time
Engagement
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Newsletter advertising / solo-ads
• Study several issues of the newsletter to study approach, content to sales ratio.
• Response rates can be pretty good with a nicely matching message.
• Owner endorsement can boost the response rate very high.
• Watch response rates like a hawk.
Solving the Low Traffic Puzzle - 7
Metrics Segment by
List size Newsletter
Visitors Offer
Orders Banner/ad design
Subscriptions Mailing day
Engagement
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Measure. Spot the winners. Repeat.
Solving the Low Traffic Puzzle
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• Example target URL:
– www.domain.com/page.php?utm_source=twitter&utm_medium=social&utm_campaign=whybuyreason31
• Another one:
– www.domain.com/page.php?utm_source=google&utm_medium=cpc&utm_campaign=core-doors
Tracking & Measuring Campaigns
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To get 2x sales (or leads), you can
• 2x the traffic (expensive, recurring cost) or
• 2x the conversion (one time effort, low cost).
Example (Sale Price = $100)
• 100 visitors @ $1 per visitor (total=$100), 2% conversion (2 sales) = $50 cost per sale
• 200 visitors @ $1 per visitor (total=$200), 2% conversion (4 sales) = $50 cost per sale
• 100 visitors @ $1 per visitor (total=$100), 4% conversion (4 sales) = $25 cost per sale
Conclusion
• You can afford costlier traffic if you get good conversion rates.
* You can afford costlier traffic if you convert better.
Conversion Optimisation for Higher ROI
Visitors Cost/visitor Total cost Conversion %
Sales Total sales Profit
100 $1 $100 2% 2 200 100
200 $1 $200 2% 4 400 200
100 $1 $100 4% 4 400 300
100 $2* $200 4% 4 400 200
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Landing pages offer the highest ROI for time invested.
• Offer to landing page message match
• Highlight benefits. If you show features, add a bit about how these features benefit the user.
• Credibility boosters – logos, associations, awards, number of users etc.
• Clear call to action – must have. Show what they will get if they click.
• Check with in-page analytics report or heat map.
• Check bounce rate and see how you can reduce this. Focus on high traffic pages first.
Landing Page Optimisation
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Check bounce rate and see how you can reduce this. Focus on high traffic pages first.
• Continue the experience. Match colours, language etc.
• Ensure offer to landing page match.
• Reiterate the promise.
• Don’t bait and switch.
Landing Page Optimisation - 1
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Highlight benefits. If you show features, mention how these features benefit the user.
Landing Page Optimisation - 2
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Credibility boosters – logos, associations, awards, number of users etc.
Landing Page Optimisation - 3
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Have a clear call to action. Show what they will get if they click.
Landing Page Optimisation - 4
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GA allows A/B split testing for FREE.
• What to test?
• Set up different versions.
• Set up the conversion goal.
• Run Test.
Split Testing with GA
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Split Testing with GA - demo
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Split Testing with GA - demo
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Split Testing with GA - demo
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Split Testing with GA - demo
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Split Testing with GA - demo
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• Low traffic considerations (micro-conversion)
• Statistical significance
• Part splitting for avoiding risk of a major dip
• Validate results by repeating tests in future
Always Be Testing
A/B Split Testing with GA – watch out
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• Define KPIs. Define targets
• REAN framework
• Segmentation
• Modeling
• Ideas for low traffic situation
• Landing page optimization
• Testing
Summary
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Thank YouSeby Kallarakkal
@sebyk
Arun Agrawal
@ebizindia
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Appendix A
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• Define goals
• Define funnels
• Define goal value
• Create multiple profiles
• Eliminate internal IPs
• Use custom variables
• Create custom reports
• Set alerts
• Tag events
• Tag outgoing links
Best practices for GA tagging & configuration