Date post: | 14-Jul-2015 |
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Technology |
Upload: | valerieweisenreder |
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Strategic framework
Question 1 What’s useful to stakeholders?
Question 2 What’s useful to you?
Question 3 What tools do you need?
Stakeholders
• Is the website producing more?• Is everything possible being tried?• Is that effort showing a strong ROI?
Top 5 KPIs Listed
1. Unique visitors2. Leads 3. Visits4. Page views5. Bounce rates
Source: B2B Marketing / Decibel Insight, June 2013
Measurement
What people read
Value per source
What makes them convert?
UX ContentTraffic
How do they interact?
Understandengagement
What people see
14%
Source: B2B Marketing/Decibel, June 2013Source: B2B Marketing/Decibel, June 2013
14%“Track website content”
Browser testing
• Online tools– browserstack.com– browsershots.org– browserling.com– crossbrowsertesting.com
• Methodology– On release– After changes and improvements– Regularly (browsers are constantly changing also)
Visitor playback
• Look out for– Non-clickable clicks– ‘Yo-yo’ navigation– Navigation loops– Load speed
Popular content
• Popular = leads to conversion
• Traditional analytics– Pages
• Heatmaps– CTAs and featured content
Popular content
• Navigation techniques– Primary navigations (products/services)– ‘Utility’ navigations– Sitemaps and footers– Keyword search– ‘In-page’ navigation