Webmarketing

5-6 AnalyticsMatthieu BRUCKERT

2016

1. KPI

1. KPI

Key Performance Indicator

(Indicateur Clé de Performance)

Goals / Measures

How can you improve what you cannot measure?

The KPI?

The KPI ?

Result!

€

€ = ?

• Revenue• Margin• Market Share

Forecast…

• Lead?• Prospect?• Customer?

Lead / Prospect / Customer

• Lead = Suspect• Prospect (Potential Customer)

• Customer

Pipeline & Sales Funnel

1. Prospection (Prospect)

2. Opening Relationship

3. Qualifying Needs

4. Sales Proposal

5. Négociation

6. Closing (Customer)

Pipeline (Lead)

KPI Edition / Press

• Number of visitors• Engagement• Pages• Conversion Rate• …

Social NetworksNumber of interactions (Engagement rate per page)

Page Views from Social Networks

Incoming Links

…

Klout Score

2. Google Analytics

Google Analytics

• Web audience analysis• 80% world market…

Google Analytics

Home1. Menus

2. Account

3. Reports

4. Report Title

5. Segmentation

6. Tabs

7. Graphique

8. Data

Web Configuration Tracking ID to implant in the website code

Report Types

• Audience• Acquisition• Behavior

Audience

Visits• Number of Visitors

• Number of Unique Visitors

Pages/Visit

Is your website interesting?

Visit duration

Can you catch the attention of your visitors?

Google AnalyticsBounce Rate

Stopped on first page

Good Bounce Rate = 70%

(Bounce Rate email = non delivery)

Acquisition

1. Direct Access2. Search Engine3. Links4. Adwords

Google AnalyticsConversion Rate

Direct access (none)

• Website notoriety• Brand notoriety

Search engines

Organic Trafic /natural SEO

Keywords precision

Links (referral)Direct Links

AdWordsGoogle/CPC

Trafic coming from AdWords Campaigns

Social Networks

1.Facebook2.t.Co (Twitter)

Google AnalyticsSocial Networks Activity

Mobile

Analytics also exists for Apps

Google AnalyticsTargeting

Real Time

3. eCommerce

THE KPI?

THE KPI ?

Result!

€

€ = ?

• Revenue• Margin• Market Share

eCommerceConversion Rate (Lead 2 Customer)

Cost per Lead

Customer Journey (Need for an eCRM)

Repeated Visits (Loyalty)

Basket Drop-off rate

Average basket

?

Average basket

Revenue---------------------

Number of Orders

Increase Average Basket

• Up-selling: options, warranties• Cross-selling: complementary

products in other range• Packs, Bundles• Promotions, Advantages, Gifts

Improve product sheetsDescription

pictures, Vidéo, 360°

Advice / Testimonies / Storytelling

Click 2 Chat / Call / etc…

Promotions / Incentives

A/B testing