M O R E T H A N J U S T W E B

S T A T I S T I C S . . .

W E B A N A L Y T I C S :

M U C H M O R E T H A N W E B

S T A T I S T I C S A N D D A T A O N U S E R

B E H A V I O R . . .

W E B A N A L Y T I C S :

Agenda ≈ 20 minutes

- Short intro & our coming analytic method.

- Step 1: Defining business goals, KPI:s & metrics.

- Step 2: Develop methods and reports.

- Step 3: Analyze.

- Step 4: Action, improvements & go to step 1.

- Tools.

A B O U T M A R C U S

Ö S T E R B E R G

• Specialized on information architecture,

web strategy and analytics.

• Author of Webbstrategi För Alla ->

tba.nu/wfa

• Works at Region Västra Götaland:

1.6m inhabitants

50k employees

≈ 2/3 within healthcare

≈ 1/3 public transportation, museums,

education etc.

A I M I N G A T

C O N T I N U O U S

I M P R O V E M E N T S

M E T H O D

S T E P 1 : W H A T I S T H E

B U S I N E S S G O A L ?

F I R S T A N D F O R E M O S T

S T E P 1 : D E V E L O P M E T R I C S I N L I N E W I T H B U S I N E S S G O A L S

Prerequisite 1:

- Is there already business goals defined or are you

in need of developing them? Are they measurable?

- VGR = 200k healthcare users by years end

2014.

S T E P 1 : D E V E L O P M E T R I C S I N L I N E W I T H B U S I N E S S G O A L S

Prerequisite 2:

- KPI:s that actually describe success.

- Complement with other metrics to tell the users

story.

- VGR = xx % of user logons lead to an action.

Do you have an example of a measurable business

goal for your organization?

Where would you look for useful data?

S T E P 1 : D E V E L O P M E T R I C S I N L I N E W I T H B U S I N E S S G O A L S

Example of places to find your data (other than

web statistics):

- Customer systems.

- Integration platforms.

- Signals of engagement, such as; callcenter

activity, opening rate on newsletters etc.

S T E P 2 : D E V E L O P

M E T H O D S A N D

R E P O R T S

M E T H O D

- Define data need for KPI:s & metrics.

- Gather appropriate data.

- Collect and digest…

S T E P 2 : D E V E L O P M E T H O D S A N D R E P O R T S

S T E P 3 : A N A L Y S E !M E T H O D

- Review performance of KPI:s & metrics.

- Explore unexpected variations.

- What story does the data try to tell you?

S T E P 3 : A N A L Y Z E

S T E P 4 : I M P R O V E !M E T H O D

- Make necesarry improvements on the site.

- Put low-prioritized action on hold.

- Go for another iteration = go to step 1, indefinitly.

S T E P 4 : I M P R O V E

T H E T O O L B O X

S E G M E N T I N G D A T AT O O L B O X

- Segmenting is to inspect data of a subset of

users, such as ”Only people from Norway” or

”Only users coming from our newsletter”.

What can you do to make even more of them

convert? W

A / B T E S T I N GT O O L B O X

- Two competing alternatives go head-to-head, for

instance, your next newsletter:

Version A = Text in only one column.

Version B = HTML, images, two columns.

Which version do your subscribers react best on?

You sure? Test it…

C O N V E R S I O N F U N N E LT O O L B O X

- Visualize where users end up.

I N O T H E R W O R D S …S U M M A R Y

1. What is the goal and why?

2. How to report it to its stakeholder?

3. Analyze and tell the story!

4. Perform necessary improvements and start over.

M A R C U S @ W E B B S T R A T E G I F O R A L L A . S

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