Date post: | 27-Jan-2015 |
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performance led digital marketing latitudegroup.com
14/10/2009 Joanna Butler, SEO & Online Marketing Consultant
About Joanna Butler
Barriers to Conversion & Discovering Untapped Opportunities with Analytics
● SEO, web analytics and online marketing strategies
● I work with blue chips and SMEs at Latitude
● Horse rider, photographer and London tourist● Horse rider, photographer and London tourist
● I blog at: SearchEngineChocolate.com
Search EngineChocolate .com
What is Web Analytics?
● Spans all channelsall channelsall channelsall channels
● InformsInformsInformsInforms marketing strategy
Barriers to Conversion & Discovering Untapped Opportunities with Analytics
● Can save/makesave/makesave/makesave/make you money
Before the
“How do I...” “How do I...” “How do I...” “How do I...” should be the
What is Web Analytics?
Barriers to Conversion & Discovering Untapped Opportunities with Analytics
should be the
“Why do I want to...” “Why do I want to...” “Why do I want to...” “Why do I want to...” ...track these statistics?
Information without a purpose is like having a car without a licence.
SMART aims:SMART aims:SMART aims:SMART aims:
SSSSpecific
MMMMeasurable
Analytics Methodology
Barriers to Conversion & Discovering Untapped Opportunities with Analytics
MMMMeasurable
AAAAchievable
RRRRealistic
TTTTime-related
Tracking: Engagement
Set up goals :Set up goals :Set up goals :Set up goals :
Track outbound links
Barriers to Conversion & Discovering Untapped Opportunities with Analytics
<a <a <a <a hrefhrefhrefhref="http://www.example.com" ="http://www.example.com" ="http://www.example.com" ="http://www.example.com" onClickonClickonClickonClick="="="="javascriptjavascriptjavascriptjavascript: : : : pageTracker._trackPageviewpageTracker._trackPageviewpageTracker._trackPageviewpageTracker._trackPageview('/outgoing/example.com');('/outgoing/example.com');('/outgoing/example.com');('/outgoing/example.com');">">">">
Track on event
<a <a <a <a hrefhrefhrefhref="http://www.example.com" ="http://www.example.com" ="http://www.example.com" ="http://www.example.com" onClickonClickonClickonClick="="="="javascriptjavascriptjavascriptjavascript: : : : pageTracker._trackEventpageTracker._trackEventpageTracker._trackEventpageTracker._trackEvent('Videos', 'Downloaded', 'Gone With the Wind');('Videos', 'Downloaded', 'Gone With the Wind');('Videos', 'Downloaded', 'Gone With the Wind');('Videos', 'Downloaded', 'Gone With the Wind');">">">">
● Segmentation: Segmentation: Segmentation: Segmentation: it takes two (or more!)
Analytics Methodology
Barriers to Conversion & Discovering Untapped Opportunities with Analytics
● AveragesAveragesAveragesAverages are deadly! The useful bit!
Tracking
● Warning!Warning!Warning!Warning!
Users may not have Cookies enabled
Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Tracking: Technical
Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Tracking: Marketing Efforts
Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Tracking: Engagement
Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Tracking: [Target] Demographics
Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Creating Segments
Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Creating Segments
Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Creating Segments
Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Voucher code + High bounce rateVoucher code + High bounce rateVoucher code + High bounce rateVoucher code + High bounce rate= = = = Has your voucher code expired?= = = = Has your voucher code expired?
● Give an alternative offeralternative offeralternative offeralternative offer● Error = bad experience
Creating Segments
Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Creating Segments
Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Creating Segments
Barriers to Conversion & Discovering Untapped Opportunities with Analytics
iPhone or netbookiPhone or netbookiPhone or netbookiPhone or netbook= = = = Conference attendee?= = = = Conference attendee?
● What contentWhat contentWhat contentWhat content interests you?● Did you click an outbound linkoutbound linkoutbound linkoutbound link?● How long How long How long How long did you stick around?
Creating Segments
Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Creating Segments
Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Creating Segments
Barriers to Conversion & Discovering Untapped Opportunities with Analytics
● Collect Collect Collect Collect user data
● Learn Learn Learn Learn what makes them tick
Example stats to trackWhat is the behavioural pattern of your target customers?
Directed information seekers Directed information seekers Directed information seekers Directed information seekers
Experienced, specific product
Undirected information seekersUndirected information seekersUndirected information seekersUndirected information seekers
Surf, browse, novice / experienced
Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Surf, browse, novice / experienced
Bargain hunters Bargain hunters Bargain hunters Bargain hunters
Free, prizes, sales, promotions
Directed buyers Directed buyers Directed buyers Directed buyers
Specific product, price
& product comparison sites
Entertainment seekersEntertainment seekersEntertainment seekersEntertainment seekers
Interact, social, content important
Example stats to track
Using the ‘ALEA’ model...Using the ‘ALEA’ model...Using the ‘ALEA’ model...Using the ‘ALEA’ model...What processes do your customers go through before converting?
Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Example stats to track
Another idea:Another idea:Another idea:Another idea:
Barriers to Conversion & Discovering Untapped Opportunities with Analytics
...of outbound clicks...of outbound clicks...of outbound clicks...of outbound clicks
Example stats to track
Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Ladder of LoyaltyLadder of LoyaltyLadder of LoyaltyLadder of LoyaltyGet them hooked!
Example stats to track
I’m a merchant, what can I do?I’m a merchant, what can I do?I’m a merchant, what can I do?I’m a merchant, what can I do?
Share relevant dataShare relevant dataShare relevant dataShare relevant data
• Demographics
Barriers to Conversion & Discovering Untapped Opportunities with Analytics
• Demographics
• Trends
• New products
• Your experience
Product feedProduct feedProduct feedProduct feed
ChoiceChoiceChoiceChoice
If you remember anything, remember this:
Assumptionis the mother of all
““
Barriers to Conversion & Discovering Untapped Opportunities with Analytics
is the mother of all *mess-ups!
...let your customers decide!...let your customers decide!...let your customers decide!...let your customers decide!
* Quote from Under Siege 2: edited for general audience
““
””
Thank you!
Ask me [email protected]
Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Follow me on Twitter@JoannaButler
@Latitude_Group