Web Analytics

Information super highstreet…

Geography 101

Which begs the question…

Should they spend money on localising their website?

“While we're on the subject of international adventures, it should be noted that Twitter has officially launched in Japan. We noticed a significant percent of Twitter usage consistently originating from Japan despite the fact that our service is in English. This highlighted an opportunity for us to make Twitter better so we worked with our partner in Japan, Digital Garage to launch a Japanese version of Twitter”.Biz Stone

These guys did…

Web analytics is…

Four Goals1. Better understand your users2. Make web design decisions based on

data, not hunches (or pressure)3. Improve your website (remove

barriers)4. Improve conversions and sales

Where it should fit (in our view)

The real world?

Good analytics = take action

2006 Forrester Research: Biggest challenge with analytics?

53% say Acting on Findings

PullingTogetherthe Data

Forming theHypothesis

Developingthe

AnalyticalModel

Interpretingthe Results

Acting onFindings

Biggest Challenge w ith Analytics

0.00

0.50

1.00

1.50

2.00

1 - 6 Nov 20057 - 13 Nov 200514 - 20 Nov 200521 - 27 Nov 200528 - 4 Dec 20055 - 11 Dec 200512 - 18 Dec 200519 - 25 Dec 200526 - 1 Jan 20062 - 8 Jan 20069 - 15 Jan 200616 - 22 Jan 200623 - 29 Jan 200620 - 5 Feb 20066 - 12 Feb 200613 - 19 Feb 200620 - 26 Feb 200627 - 5 Mar 2006

Week

% Bookings

1. Analytics setup

2. Analytics review

3. Client makesweb site changes

Without GA

The conversion story…

Analytics will tell you the where and the what,

not the why

Measuring content

7 Days Free or continue at $24.95 for eight weeks at a saving of 50%

OR7 Days Risk Free then continue at just $24.95 for 8 weeks (50% savings)

12%

Exhibit A Exhibit B

Source: Jared Spool, User Interface Engineering “What Users Want”, uie.com

Art and sole of design

Measuring the search experience

Measuring the search experience

Measuring the search experience

Measuring the search experience

Now let’s test our search engine based on the data(then buy a better one)

Exits = 95.4%

Exits = 59.6%

Exit Reasons:• Overlong payment form• Poor layout

Exit Reasons: Poor search experience

Browsers

Buyers

Where’s the pain?

Where do we start?

Goal 1: sell car insurance online

A speed bump for our customers

What was our goal again?

WTF?

Removing obstacles

Last Monday at 5:13 PM we removed CAPTCHA from Sampa.

The result: 9.2% improvement on our conversion rate!

Marcelo Calbuccihttp://marcelo.sampa.com/

Removing obstacles

Why web analytics?

Back to our four goals:1. Better understand our users2. Make web design decisions based on

data, not hunches (or pressure)3. Improve our website (remove barriers)4. Improve conversions and sales

Implementing analytics

The challenge of web analytics

• Identify the metrics that matter

• Ignore the ones that don't

•Use metrics that are actionable – that lead to making a change

Goals

• Multiple KPIs• What’s important to them?• How would they define a successful visit?• Stickiness, good or bad?

Data-democracy: metrics that matter

• Access to data they want & need• Digestible data• Regular data, so they can see the

value of their decisions

Access

Digestible data: visualisation

Regular updates