BUILDING A DATA-DRIVENWEBSITE

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5 Steps to building a data-driven website

Define Business Goals

Unlock your Valuable Data Sources (ABM)

Simplify Analysis:Attract, Engage, Convert

Take Action Measure Success, Optimize, Iterate

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What are your website goals/priorities?

• Generate leads/conversions

• Education of prospects

• Partnering/Investing

• Reduce support costs

• Branding/Awareness

• Thought Leadership

• SEO

• Hiring/attracting candidates

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Where are you? 1

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There’s a lot of data 2

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Don’t just drive in the quantitative lane

• Key Insights from Google Analytics• Industry Research• Competitive Research• Stakeholder Interviews• Sales Calls• Customer Interviews• Customer Survey through NPS• Job Candidate Survey • Best Practices for UI / Heuristic Review• Critical Review of the Website Today• SEO Audit

2

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We have solutions for all kinds of business,

BIZGROUP

learn more »

PR

The website has many marketing functions

Content Mktg.

Lead Gen.

Social Media

Ads

CRM

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The data you really need 2

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Account-based is best for B2B

It Supports The Sales Reality

It Helps Focus On The Best Growth Opportunities

It Delivers Optimal, Customer-Centric Experiences

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Attract, Engage, Convert

Website Goals

Content

Visitor SegmentsENGAGE CONVERT

ATTRACT

$

3

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Attract

• Who is coming to the site?

• How are they getting there?

• Focus on key segments:

• Visitor Composition

• Traffic Sources

• Campaign Attribution

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Attract - Visitor Comp. by Industry

4%

4%

2%2% 1% 1% 1% 1% 1%

Consumer Services

Business Services

Financial

Insurance

Healthcare

Entertainment

Law Firms

Manufacturing

Retail

Non-Company

83%

Company

17%

% OF TOTAL UNIQUE VISITORS

4

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Attract - Traffic Source by Channel

Organic Direct Paid Referral Social Other0

50,000

100,000

150,000

200,000

250,000

300,000

Non-CompanyCompany

WE

BS

ITE

VIS

ITS

4

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Engage

• What are key segments doing?• Are they getting to content created for them?• Time-on-site (key segments)• Pageviews/visit/visitor (key segments)

• Simplify using Content Groups/Sections• Higher engagement = higher conversions?• Engagement as a buying signal• Test copy & design/experience

3

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Engage - Time on Site by Industry 4

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

10% 7% 4% 7%4%

14%

3%

34%

19%

38% 32%

21%

32%

22%

56%

74%

57%61%

75%

55%

75%

Content A

Content B

Content C

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Convert

• What is a conversion?

• Are key segments completing goals?

• Goals by audience/segment

• Goal start vs. goal complete

• Design, A/B Testing, Optimization

3

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Convert - Conversion Rate by Size

100 or less 100-250 250-500 500-1k 1k-5k 5k-10k 10k-20k 20k+0%

10%

20%

30%

40%

50%

60%

EMPLOYEES

4

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Measure and connect the journey 5

We have solutions for all kinds of business,

BIZGROUP

learn more »

PRContent Mktg.

Lead Gen.

Social Media

Ads CRM

ANALYTICS W/ ACCOUNT-BASED IDENTITY

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5 Steps to building a data-driven website

Define Business Goals

Unlock your Valuable Data Sources (ABM)

Simplify Analysis:Attract, Engage, Convert

Take Action Measure Success, Optimize, Iterate

QUESTIONS

T H A N K Y O U

Learn more at:Demandbase.com