DIBS: Webinar for dummies

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: Asa.jonsson@brightstep.se

@sayonsson

www.brightstep.se