How to decode web analytics and boost conversion

Walid Robert NorrisCountry Manager | AT Internet

UK & Ireland

Agenda

Key trends shaping online marketing and web analytics

The move from site level intelligence to visitor level intelligence: key areas to consider to drive conversion

AT Internet – how we can help

Q&A

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2

3

4

Web analytics is top of mind for many CMOs

A 2008 McKinsey & Company survey found that 55% of global marketing execs planned to cut spending on traditional media in order to fund increased online efforts.

We believe that the key is to go beyond just collecting data: start asking the right questions

Source: eMarketer.com

5 steps to build the foundation for conversion initiatives on your site

1. Executive level sponsorship (and ownership)

2. What is/are the goal(s). 3 options only:o Increase revenue?o Reduce cost?o Improve customer loyalty/satisfaction?

3. Build a web analytics cultureo Ensure company –wide understanding of key metrics and goal(s)o Ban all assumptions – the data is there to guide youo Relentlessly test and optimise

4. Dedicate resources to your web analytics programme

5. Ensure you build a partnership with your technology vendor

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Building a solid foundation in web analytics is crucial. Failing to cover these points results in an adhoc approach with limited gains

5 steps to build the foundation for conversion initiatives on your site

1. Executive level sponsorship (and ownership)

2. What is/are the goal(s). 3 options only:o Increase revenue?o Reduce cost?o Improve customer loyalty/satisfaction?

3. Build a web analytics cultureo Ensure company –wide understanding of key metrics and goal(s)o Ban all assumptions – the data is there to guide youo Relentlessly test and optimise

4. Dedicate resources to your web analytics programme

5. Ensure you build a partnership with your technology vendor

5

Building a solid foundation in web analytics is crucial. Failing to cover these points results in an adhoc approach with limited gains

“When in doubt ask your self if what you are doing falls into one of those three buckets. If it does, keep going. If not then I suggest you revisit what you are doing.”

Avinash Kaushik.

Test, test, test for continuous improvements

Test

Measure

Optimise

ImplementDesign

Two of the key advantages of online marketing are deployment speed and measurability. Make sure you capitalise

Take a holistic view on the multichannel marketing mix to understand the conversion levers

NavigationProcesses

ClicksInterest

OriginAdvertising,

Search, Email,Geographical

ConversionFunnel

Transactions,Sales, ROI

The first step to driving conversion is to understand the contribution of each traffic source

(Fictitious data)

Key priorities in 2009: site redesign and conversion

Case study

The redesign was supported by advanced usability & path analysis tools

Reorganisation of navigational items across all country websitesRe-ordering of path & chapter structureAssessment of ancillary partner real estate opportunities

Traffic increased by 16% through to ancillary partners, destination and feature pages

Case study

Obama used A/B testing to maximise online donations as part of his Conversion Rate Optimisation strategy

Source: widerfunnelcom

A B

C D

Case study

What is meant by visitor level intelligence?

Unique identifierGeolocationDate & time stamps of visit(s)Onsite behaviouro Engagemento Visit durationo Number of page views

Navigation historyo Pages viewedo Repeat views

Technical informationo Connection speedo ISPo OS, Browser, Plug-ins, screen

resolution

Traffic source(s)

A transparent privacy policy is essential

Putting visitor intelligence to work using segmentation and content targeting to increase conversion

Visitor segmentation is key to visitor intelligenceGrouping site visitors into defined and manageablebuckets enables more effective targeting

ExampleA segment of visitors arriving from affiliate X is builtTop pages of the segmented group are analysedCustom landing pages for the affiliate withtop-performing products are promoted Conversion up!

Case studies of successful behavioural content targeting are flourishing.

The move towards improved targeting is where the ROI lies. Visitor remarketing is the key

Visitor intelligence: the foundation for visitor remarketing

Reengage with visitors once they have left based on their onsite behaviour

Identification is achieved by merging registration process data with their on-site activity.

Added advantage: both direct marketing teams and web teams are involved a wider adoption of web analytics throughout the organisation, which also results in improved return on web analytics investment.

Use clickstream data to optimise email marketing

On site behaviour

Data analysis

Behavioural segmentation

Tracking

Email marketing

vendor

Clients that have implemented experience significant uplift in ROI

•The right person•The right

message•The right time

Increased relevance has boosted Ryanair revenues from email marketing

Revenue doubled from traffic generated on personalised email campaigns. Traffic through to ancillary partners also increased

Reduced frequencyIncreased personalisationRevised content approachIntroduction of targeted pre-flight messaging

Cart abandon chasers do work

While site optimization will fail to convert the visitor, visitor remarketing to reengage with a targeted message that will have a high conversion rate

The crossing of web analytics and customer experience data holds powerful insight

Some of the benefitsReduce the length of customer survey forms by for example synchronising:o Geolocation and languageo Product purchased

Increasing the accountability of content and product managerso Ensure product positioning, imagery and promotions set the right

expectations

Identify traffic generation activities/sources that tend to create detractors

+

Identifying the satisfaction drivers can be tricky at times. This approach can help shed light on customer expectations

Takeaways

Build a strong foundation with board level commitment

Always focus on Avinash’s 3 goals

Site level optimisation will only take you part of the way Explore and invest in visitor remarketing

Web analytics should be viewed as a partnership rather than a producto Have a thorough understanding of requirements from across the

organisation (marketing, finance, sales, etc.)o Ensure that your vendor understands these requirements (both short

and long term)

Takeaways

Within the frame of the partnership, implement a consistent review process:o To review internal process and progresso Review performance of the vendoro Ensure roadmap is commonly definedo Capture best practices from other

industries

Grow together

Year 1

Year 2

Year 3

ServicesSupport Consulting Training Certification

AT Internet & Online Intelligence

Drive the performance of your website

Optimisation of the key indicators (KPIs) Help with strategic decision-making ROI of online marketing campaigns Measure all online platforms – mobile and rich media

 

 

 

 

3,500 customers from all verticals trust AT Internet

Suggested reading

Blogs & Twittero Avinash Kaushik www.kaushik.net/avinash/o Eric T. Peterson www.webanalyticsdemystified.como Jim Sterne emetrics.wordpress.com

Bookso Web Analytics: An Hour A Day - Avinash Kaushiko Big Book of Key Performance Indicators - Eric T. Petersono Web Analytics Demystified - Eric T. Peterson

White papers by AT Interneto www.atinternet.com

Questions?

Keeping in touch

UK/Ireland Country ManagerWalid Robert Norris

walid.robert.norris@atinternet.comDirect: +44 (0)20 7681 4058Mobile: +44 (0)7942 645 839

Thank you

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Personal dashboards for quick & relevant updates A/B and Multivariate testing to improve usability

Secure data integration – we offer an agile architecture capable of connecting to your existing technologies

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AdServers

Email marketingPlatforms

Google

Yahoo

MSN

CRM

Datawarehouse

ERP

Affiliates

PublisherSites

Our key advantages

Usability: 350,000 sites have trusted AT Internet over 10 years. This rich source of user-feedback has contributed to the simple interface we have today

Service, service, service: our company has been built up on word-of-mouth. Our customer service is truly world class

Our unique pricing model equates to an unbeatable cost:benefit ratio

Privacy: AT Internet guarantee that you retain 100% control over the data that is collected on your websites

Our key advantages

Unlimited segmentation: we provide access to unlimited segmentation allowing you to conduct exploratory analysis of your data and uncover hidden gems within your site

Easy implementation:o AT Internet tag technology has been design to ensure

simplicity resulting in very limited IT investment for the client

o The simplicity of the tag equates to more reliable data, easy maintenance & less mistakes

Real-time analysis:o Up to the minute tracking of multi-channel campaigns (e.g.

Search + TV advertising)