Web analytics

Web Analytics

Presentation offered by KEY27 visual internet marketing

AGENDA:

• Recap

• Why is it worth it to offer this service?

• Determining KPI’s

• Customize the Analytics Reports

• Generate reports

• Consulting on Reports:– What if …? (exercise)

Analytics in 7 steps

1. Define site metrics2. Collect the data 3. Analyze the data4. Translate the findings5. Decide on the changes you want to

implement6. Make the changes7. Finally, Collect the data again

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• What services do you offer?

• How much are you charging?

Web Analytics/Site Objectives:

• Lead Generation Objective: Get visitors to submit their contact information so that the company’s sales force can contact them

• Content Objective: Get the customer to return – Content sites revolve around the advertising business

model• Support/Self Service Objective: Provide customers with the

ability to find the answers they need regarding their products• E-Commerce Objective: Get customers to buy directly online.

Defining KPI’s / Reports

• Lead Generation Website: Get visitors to submit their contact information so that the company’s sales force can contact them – Tips:• Calls to action on every appropriate page• Telephone number on the top of your site

pages• Ease of navigation to the “contact us” page

Defining KPI’s / Reports

• Lead Generation Website KPIS’s:– New Accounts Sign ups– % of New Visitors– % of Returning Visitors– Conversion rate – Contact Us form visits– Contact Us form Completion / Leads Generated– Ratio of Leads to Close (offline ratio)– Cost per Lead– % of Visits by Entry Page

Defining KPI’s / Reports

• Informational / Content Website:– Page views / session– Unique visitors– % New Visitors– % of Returning Visitors– Conversions / Cancelations– Loyalty index – Stickiness / Length of visit– Active subscriber base– Visits– Customer satisfaction - ?

Defining KPI’s / Reports

• Support/Self Service Objective:– Site Performance – How fast is the site? How long

it takes to place an order?– User efficiency - "If you have to conduct three

searches to get one answer, you’ve done something wrong!"

– Average time spent on system - In the past …stickiness. Now …get on and off their sites as quickly and painlessly as possible

Defining KPI’s / Reports

• E- Commerce Website: – Conversion rate – Product Pages Conversion Rates– Average order value– Net dollar per visitor – Great for comparing different advertising campaigns– Click stream (Conversion Path Analysis)- Analyze where customers enter the site and where

they exit.– Customer drop-off rates– Cost per Visitor– Average order $– Average order size– Items per order– Cost per Lead– % New Visitors– % of Returning Visitors– Loyalty / Stickiness– Store Locator page visit– Site Searches– Visitors / day

Sample GA Dashboard

Left navigation

General Info

Customized Dashboard - Reports

Manipulating Reports

Generating Reports

Personalized URL Builder

• What for?• TRACKING !!!– Emails– Banners– Buttons / Call to Actions– PPC campaigns

URL Builder

http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55578

ANALYTICS IN ACTION :

• http://analytics.google.com

• Username: wsianalytics@gmail.com

• Password: wsianalytics123

What if … ? PPC & Analytics

Uau … great CTR!!!I am doing GREAT !

What if … ? PPC & Analytics

What if … PPC & Analytics – What’s next ?

What if…Most Exited Pages ?

What if…Most Exited Pages ?

What if … Highest Bounced Page ?

LP Optimization

What if …Where the visitors are coming from ?

Who Is looking for me?

What if …Where the visitors are coming from ? - cont

What if … Which keywords converted best?

What if … Which browsers are used?

Digital Magazine Analytics:

Digital Magazine Analytics:

Digital Magazine Analytics:

Digital Magazine Analytics:

Resources

http://www.e-nor.com/blog/index.php

CONTACT INFO: office@key27.com1-905-467-6055www.KEY27.com

SERVICES:

- Webdesign

- Landing Pages Design

- Website Conversion Optimization

- Landing Pages Conversion Optimization

- Email Marketing Conversion Optimization

- Interactive Content (digital publishing)

-Digital MarKEYting

- Flash Content

- Print Design

- Logo Design

THANK YOU!