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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