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A look at the importance of visitor level intelligence and remarketing to boost conversion
Citation preview
How to decode web analytics and boost conversion
Walid Robert NorrisCountry Manager | AT Internet
UK & Ireland
Agenda
Key trends shaping online marketing and web analytics
The move from site level intelligence to visitor level intelligence: key areas to consider to drive conversion
AT Internet – how we can help
Q&A
1
2
3
4
Web analytics is top of mind for many CMOs
A 2008 McKinsey & Company survey found that 55% of global marketing execs planned to cut spending on traditional media in order to fund increased online efforts.
We believe that the key is to go beyond just collecting data: start asking the right questions
Source: eMarketer.com
5 steps to build the foundation for conversion initiatives on your site
1. Executive level sponsorship (and ownership)
2. What is/are the goal(s). 3 options only:o Increase revenue?o Reduce cost?o Improve customer loyalty/satisfaction?
3. Build a web analytics cultureo Ensure company –wide understanding of key metrics and goal(s)o Ban all assumptions – the data is there to guide youo Relentlessly test and optimise
4. Dedicate resources to your web analytics programme
5. Ensure you build a partnership with your technology vendor
5
Building a solid foundation in web analytics is crucial. Failing to cover these points results in an adhoc approach with limited gains
5 steps to build the foundation for conversion initiatives on your site
1. Executive level sponsorship (and ownership)
2. What is/are the goal(s). 3 options only:o Increase revenue?o Reduce cost?o Improve customer loyalty/satisfaction?
3. Build a web analytics cultureo Ensure company –wide understanding of key metrics and goal(s)o Ban all assumptions – the data is there to guide youo Relentlessly test and optimise
4. Dedicate resources to your web analytics programme
5. Ensure you build a partnership with your technology vendor
5
Building a solid foundation in web analytics is crucial. Failing to cover these points results in an adhoc approach with limited gains
“When in doubt ask your self if what you are doing falls into one of those three buckets. If it does, keep going. If not then I suggest you revisit what you are doing.”
Avinash Kaushik.
Test, test, test for continuous improvements
Test
Measure
Optimise
ImplementDesign
Two of the key advantages of online marketing are deployment speed and measurability. Make sure you capitalise
Take a holistic view on the multichannel marketing mix to understand the conversion levers
NavigationProcesses
ClicksInterest
OriginAdvertising,
Search, Email,Geographical
ConversionFunnel
Transactions,Sales, ROI
The first step to driving conversion is to understand the contribution of each traffic source
(Fictitious data)
Key priorities in 2009: site redesign and conversion
Case study
The redesign was supported by advanced usability & path analysis tools
Reorganisation of navigational items across all country websitesRe-ordering of path & chapter structureAssessment of ancillary partner real estate opportunities
Traffic increased by 16% through to ancillary partners, destination and feature pages
Case study
Obama used A/B testing to maximise online donations as part of his Conversion Rate Optimisation strategy
Source: widerfunnelcom
A B
C D
Case study
What is meant by visitor level intelligence?
Unique identifierGeolocationDate & time stamps of visit(s)Onsite behaviouro Engagemento Visit durationo Number of page views
Navigation historyo Pages viewedo Repeat views
Technical informationo Connection speedo ISPo OS, Browser, Plug-ins, screen
resolution
Traffic source(s)
A transparent privacy policy is essential
Putting visitor intelligence to work using segmentation and content targeting to increase conversion
Visitor segmentation is key to visitor intelligenceGrouping site visitors into defined and manageablebuckets enables more effective targeting
ExampleA segment of visitors arriving from affiliate X is builtTop pages of the segmented group are analysedCustom landing pages for the affiliate withtop-performing products are promoted Conversion up!
Case studies of successful behavioural content targeting are flourishing.
The move towards improved targeting is where the ROI lies. Visitor remarketing is the key
Visitor intelligence: the foundation for visitor remarketing
Reengage with visitors once they have left based on their onsite behaviour
Identification is achieved by merging registration process data with their on-site activity.
Added advantage: both direct marketing teams and web teams are involved a wider adoption of web analytics throughout the organisation, which also results in improved return on web analytics investment.
Use clickstream data to optimise email marketing
On site behaviour
Data analysis
Behavioural segmentation
Tracking
Email marketing
vendor
Clients that have implemented experience significant uplift in ROI
•The right person•The right
message•The right time
Increased relevance has boosted Ryanair revenues from email marketing
Revenue doubled from traffic generated on personalised email campaigns. Traffic through to ancillary partners also increased
Reduced frequencyIncreased personalisationRevised content approachIntroduction of targeted pre-flight messaging
Cart abandon chasers do work
While site optimization will fail to convert the visitor, visitor remarketing to reengage with a targeted message that will have a high conversion rate
The crossing of web analytics and customer experience data holds powerful insight
Some of the benefitsReduce the length of customer survey forms by for example synchronising:o Geolocation and languageo Product purchased
Increasing the accountability of content and product managerso Ensure product positioning, imagery and promotions set the right
expectations
Identify traffic generation activities/sources that tend to create detractors
+
Identifying the satisfaction drivers can be tricky at times. This approach can help shed light on customer expectations
Takeaways
Build a strong foundation with board level commitment
Always focus on Avinash’s 3 goals
Site level optimisation will only take you part of the way Explore and invest in visitor remarketing
Web analytics should be viewed as a partnership rather than a producto Have a thorough understanding of requirements from across the
organisation (marketing, finance, sales, etc.)o Ensure that your vendor understands these requirements (both short
and long term)
Takeaways
Within the frame of the partnership, implement a consistent review process:o To review internal process and progresso Review performance of the vendoro Ensure roadmap is commonly definedo Capture best practices from other
industries
Grow together
Year 1
Year 2
Year 3
ServicesSupport Consulting Training Certification
AT Internet & Online Intelligence
Drive the performance of your website
Optimisation of the key indicators (KPIs) Help with strategic decision-making ROI of online marketing campaigns Measure all online platforms – mobile and rich media
3,500 customers from all verticals trust AT Internet
Suggested reading
Blogs & Twittero Avinash Kaushik www.kaushik.net/avinash/o Eric T. Peterson www.webanalyticsdemystified.como Jim Sterne emetrics.wordpress.com
Bookso Web Analytics: An Hour A Day - Avinash Kaushiko Big Book of Key Performance Indicators - Eric T. Petersono Web Analytics Demystified - Eric T. Peterson
White papers by AT Interneto www.atinternet.com
Questions?
Keeping in touch
UK/Ireland Country ManagerWalid Robert Norris
[email protected]: +44 (0)20 7681 4058Mobile: +44 (0)7942 645 839
Thank you
Highlights of our user interface
Advanced heatmap to improve site usability Improve conversion rates and reduce drop out
Personal dashboards for quick & relevant updates A/B and Multivariate testing to improve usability
Secure data integration – we offer an agile architecture capable of connecting to your existing technologies
12/04/2023 29
AdServers
Email marketingPlatforms
Yahoo
MSN
CRM
Datawarehouse
ERP
Affiliates
PublisherSites
Our key advantages
Usability: 350,000 sites have trusted AT Internet over 10 years. This rich source of user-feedback has contributed to the simple interface we have today
Service, service, service: our company has been built up on word-of-mouth. Our customer service is truly world class
Our unique pricing model equates to an unbeatable cost:benefit ratio
Privacy: AT Internet guarantee that you retain 100% control over the data that is collected on your websites
Our key advantages
Unlimited segmentation: we provide access to unlimited segmentation allowing you to conduct exploratory analysis of your data and uncover hidden gems within your site
Easy implementation:o AT Internet tag technology has been design to ensure
simplicity resulting in very limited IT investment for the client
o The simplicity of the tag equates to more reliable data, easy maintenance & less mistakes
Real-time analysis:o Up to the minute tracking of multi-channel campaigns (e.g.
Search + TV advertising)