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Webinar for DIBS on web analytics in general and Google Analytics in particular.
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Work at Brightstep, market leading Multi-
Channel consulting firm
Digital analyst
10+ years experience in web and user
behavior, both as consultant and on client
side
Who am I?
“Web analytics reports
are just lumber.
It takes an architect, a
designer, a builder and
a lot of other skills to
turn it into a house.”
Jim Sterne
Define KPI’s
Defineinteraction data
Capture interaction data
Analyse result
Report result
Make improvements
Web analysis – continuos improvment
Processes
COMPETENCE
Tools
1.Decide 2.Define 3. Measure
• What do you most of all want
people to do?
• If they don’t do that – what do you
do then?
• How do you know that they are
doing what you intended?
The web is measurable
How people arrive
How people navigate
How people respond
Who they are
What technology people are using
What they generate
Vistor flow
Attract
Welcome
Engage
Interest
Convert
Nurture
Visitor satisfaction
/ Task completion
Vistor flowAttract
Social media, displayads, SEM, SEO, E-mail and affiliate marketing.
Welcome
Customised landing pages
Engage
Content interest
Interest
Purchase intrest
Create a sense of security
Convert
Close the deal
Nurture
CRM
Follow up
Visitor satisfaction
/ Task completion
Vistor flowAttract
Social media, displayads, SEM, SEO, E-mail and affiliate marketing.
Welcome
Customised landing pages
Engage
Content interest
Interest
Purchase intrest
Create a sense of security
Convert
Close the deal
Nurture
CRM
Follow up
Visitor satisfaction/Task
completion
Sources, keywords, medium, campaigns
Bounce rate, visits
Time spent, engagement index,
paths
Most visited pages, internal search, product pages
Conversion rates, cart abandonment rate
Returning customers/visitors
User experience
analysis
Metrics
”Visitor”
= a web
browser that
have been to
your site within
a specific
timeframe
Visit 1
A visitor ≠ visits
Page
A
Page
B
Page
A
Visit 2
Visit 3
Page
A
Page
B
Page
C
Page
A
Page
C
Page
B
KPI – why and what?
KPIs, or key performance indicators, help businesses
achieve their goals through the definition and
measurement of progress. They connect strategy to
results.
• The KPIs selected must
– reflect the goals and objectives
– they must be key to its success
– they must be measurable
– they must have an owner
KPI - example
Goals Increase sales Increase customer
satisfiction
Reduce cost
By increasing the conversion rates on site By guiding them to relevant products
or information
By answering customers most pressing
questions
KPI Overall conversion rate(# of check-out/# visits)
Click-through rate on
internal campaigns(#click/#exposures)
Help – conversion rate
Lead – conversion rate(# on store locator page/# visits)
Bounce rate(#visits with only one page/#visits)
Support calls
Cart abandoment rate(# visits who start checkout / # add to cart clicks)
Information find rate
Search to purchase conversion rate(# orders attributed to searchers / # visits to
search result page)
Click-to-conversion rate(# conversions from campaign / # clicks on
campaign)
The overall purpose for the site is to in a easy and clear way guide the visitor to the right
product for their needs so that we can meet the busininess objectives
If you don’t plan to act – don’t report
What are you going to do with the information?
Why? Why? Why?
Always ask:
Decide on what to measure
Always have a ”raw” profile
Set-up goals in the tool
Set-up alerts
Build dashboards and customised reports
Automate reporting as much as possible
Best practice
E-commerce tracking
Use it to find trends
Relative numbers
Follow both the overall converion
rate but also f. ex. the search to
conversion rate
Add extra tagging so that you can
follow if people add to cart.
Set goals in the tool as well. (cart
abandoment rate)
Segment!
Behavioral segments
• Based on what the visitors are doing, f.ex. based on landing
pages, events or other
Technographic segments
• Based on which type of devices, browsers etc that the visits
are done with
Customer segments
• If you have extra tagging to separate f. ex. private customers
and company customer or
Build segments that make sense for your
business
Segment!
Test your segments.
Follow the visitors journey
Analyse the movement on site
Segment when you look at this
Follow the goal funnels
Dashboards and custom reports
Think before you build on what do you
need to know.
If you have multiple site you can build a
dashboard and share the template to
your other profiles
Automate sending the dashboards or
reports
What to do?
Compare
Trend
Relate to KPI
ACT!
.
Brightstep AB
Åsa Jonsson
Mobile +46 70 536 03 66
Mail: [email protected]
@sayonsson
www.brightstep.se
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