Date post: | 21-Dec-2015 |
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What Will We Be Discussing Today?
Overview of Online Metrics
Measuring Web Site Effectiveness
Wells Fargo Case Study
Cap’n Crunch Case Study
Q&A
Introduction
What is the Value of Online Metrics?
Prove the value of a campaign/initiative
Evolve your campaigns, products, etc.
Understand your users better
Forecast and respond to trends
Uncover new business opportunities
Online Metrics – Art vs. Science
Perspective
Process Tools
• User-Centric
• Results Oriented
• Seek Affirmation
• Web Reporting Tools
• Campaign Tracking
• Sales Data
• Dynamic Marketing• Online Focus Grouping
• Surveys
• Periodic Analyses
Online Metrics – Art vs. Science
The Art & Science of Measuring Effectiveness
User Experience (UXP) is:
Whatever the user sees, thinks, or feels in the interaction with a brand, product, or company.
The UXP is an accumulation of interactions through Web, brick and mortar, call center, wireless, direct marketing, kiosks, DITV, PDAs, etc.
The UXP should drive transactions, learn from the customer, and positively impact brand perception
UXP is successful through understanding expectations, quality of execution, and ability to adapt quickly to ever-changing user needs.
TransactionsCustomer
Insight
User
Business
GoalsAttraction Expectations
Functionality ContentEnvironment
The User Experience
BrandImpact
Online Metrics – Art vs. Science
Site Diagnostics
Online Focus Groups
Web Reporting & Analysis - eMetrics
Natural Language Query and Search
Setting Performance Models and Driving Business Value
DareStep Perspective on Evaluating Web Site Effectiveness
Professionals
Technology &Process
Real Users
Technology
Our View on Measuring Web Effectiveness
Information Architecture: structure of the site, navigation, and labeling
Content: text, images, and multimedia content
Functionality: such as transactional capabilities, personalization, etc.
Brand Impact: consistent message and visual representation of brand
Design: effectiveness of the visual layout, use of color, type, image, etc., in conveying the brand image and enabling users to accomplish their goals
Marketing: can users easily find the site? Are their expectations set correctly?
Community: social interaction and creation of intellectual capital like customer book reviews
Our View on Measuring Web Effectiveness
Site Diagnostics: Evaluation Criteria
Usability: how easy is it for users to accomplish their tasks?
Support: What kinds of support (email, phone, etc.) are available and how effective are they?
Consumer Confidence: will users trust this site to do business? Includes security, privacy, credibility, and reliability
Our View on Measuring Web Effectiveness
Site Diagnostics: Evaluation Criteria
• Target customer profile
• Large sample size
• Panel proactively managed
Invite sample of testers
Invite sample of testers
Testers login from natural Web settingTesters login from
natural Web setting
• Natural setting
• Minimize “demand characteristics”
• Anonymity encourages candor
Testers evaluate site(s)
Testers evaluate site(s)
• Intent-based context
• Expectations and interaction interpreted together
• Objective and subjective
indicators
Online Focus Groups: Methodology
Our View on Measuring Web Effectiveness
Natural Language Input (Query /Search)
- Responses tailored to explicit Query and Search
- Enhancement Opportunities for Knowledge Base
- Improved perception of customer service
Keyword Search
- Access through Indexed Content Management
Service Effectiveness Measures / User Experience
- Percent Questions Answered Correctly
- Speed to Correct Response
- Content Gaps – Enhancement Opportunities
Search
Our View on Measuring Web Effectiveness
Natural Language: Query and Search
Our View on Measuring Web Effectiveness
Web Reporting & Analysis: eMetrics
Site Analysis: Operations & Design- Volume and Capacity Planning
- Response Time and Latency
- Dead Ends – Content Augmentation – Link Integrity
Customer Analysis: User Behavior & History- Customer Profiles
- Behavioral
- Lifetime Value Analysis
Business Analysis: Financial & Marketing- Return on Investment
- Campaign and Partnership Effectiveness
- Cost of Business and Efficiencies
Web Reporting & Analysis: Range of Reports
Our View on Measuring Web Effectiveness
Basic Reports – Metrics based on traffic data
eBusiness Reports – Reports based on integrated traffic data, transactional data, registration data, email
Behavioral Profile Reports – Reports generating customer profiles and segmentation, based on integrated traffic data, transactional data, registration data, email
Web Reporting & Analysis: Basic Report
Number of Visits by Visit Duration
This report shows the amount of time visitors spent on your Web site during visits.
ResultsVisit Duration # of Visits
1 No Duration 12,5592 1 second - 1 minute 2,8373 1 minute - 2 minutes 3,5044 2 minutes - 3 minutes 3,5985 3 minutes - 4 minutes 2,9506 4 minutes - 5 minutes 2,5887 5 minutes - 6 minutes 2,2438 6 minutes - 7 minutes 1,8419 7 minutes - 10 minutes 3,45610 >= 10 minutes 2,093
Summary# of Visits
Total # of Visits 37,669Avg. Visit Duration (minutes) 4.2
Basic report category is fundamental to all business functions and forms the building block of Web Site Analysis.
Types of reports:• Hits• Page views• Visits• Click-through• URL of origin
Our View on Measuring Web Effectiveness
Source: NetGenesis
Web Reporting & Analysis: eBusiness Report
Purchase Status
This shows what percent of users are browsing vs. buying.
ResultsBought Status # of Visits % of Total Cumulative %
1 Did Not Buy During Visit 30,728 86.8 86.82 Bought During Visit 4,659 13.2 100.0
Total 35,387
eBusiness report category uses various data to depict visitor activity on the Web, and is increasingly required to support higher level of business.
Types of reports:• Conversion rate• Customer Lifetime value• ROI reports• Site performance
Our View on Measuring Web Effectiveness
Source: NetGenesis
Web Reporting & Analysis: eBusiness Report
171,511 (14.3 %) Entered Registration Page
42.1%
56.5%
Registration Process Step 1
Step 2
Step 3
Confirmed
100%
64.5%
1,200,500 Visitors accessed the Everyday Law site
110,636 (9.2% ) Reached Step 2
96,913 (8.1 %) Reached Step 3
72,035 (6.0% ) Registered
35.5% Dropout at Step 1
12.4% Dropout at Step 2
25.7% Dropout at Step 3
85.7% Never Entered
Registration Page
57.9% Abandoned the Registration Process
eBusiness report category uses pre-generated segmentation of identified visitors, to answers higher level business questions.
Types of reports:• Visitor form abandonment• Visitor shopping cart
abandonment• Repeat purchasers• Repeat items purchased by
type of visitor
Source: Personify
Our View on Measuring Web Effectiveness
Web Reporting & Analysis: Behavioral Profile Report
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Criminal Law
P rofessional Section
Ask the Expert
Small Businesses
Consumer Law
Resources
News & Tips
Cursory Visitors Attorneys Small Businesses Community Seekers News fans
6%
9%
11%
16%
18%
22%
29%
32%
45%
International Law
Resources
Criminal Law
IP Law
Small Businesses
Employment Law
News & Tips
Ask the Expert
Professional Section
Source: Personify
Our View on Measuring Web Effectiveness
How many visitors who viewed the different content areas also subscribed to the Newsletter?
Wells Fargo’s Objectives
Convert existing customers to online banking and bill payment
Engage account holders in other relationships with the bank
Lower the costs of mining customer relationships and building new accounts
Case Study: Wells Fargo
Approach
Establish an ad serving system to track the delivery and effectiveness of campaigns
Capture the “low hanging fruit” – target existing account holders with high internet usage on their favorite sites
Target potential and existing customers on lifestyle sites and on wellsfargo.com
Case Study: Wells Fargo
Potential Metrics?
Click through rates
Total Accounts
Cost per click (CPM + Agency Costs)
Cost per transaction
Cost per new account
Potential total customer value
Case Study: Wells Fargo
Wells Fargo: Execution
Case Study: Wells Fargo
User Sees Banner on Web
User Clicks Through (cookied)
User Visits Landing Page User Fills Out Application
User Exits – Browses
Elsewhere
User Exits – Browses
Elsewhere
# of views
# of clicks
# of visits,time
# of exits
# of apps
# of returns
Brand Impression
Wells Fargo: Execution
Case Study: Wells Fargo
Old Banner Creative
• Average Click-through rate of 0.x%• y number of applications per month• z number of “branded impressions”
New Banner Creative
• Same average click-through rate• ~10% higher number of applications per month• ~20% higher “branded impressions”
Champion
Challenger
Wells Fargo: Execution
Case Study: Wells Fargo
Old Style Creative
• Average click-through rate of 0.x%
New Style Creative
• ~10% higher click-through rate
Champion
Challenger
Overall Results
Installed Campaign Management tools - adapted creative, placements on the fly
Optimized campaigns for optimal results, resulting in a lower cost-per-transaction
Drove considerably higher numbers of new accounts across all products
Case Study: Wells Fargo
Cap’n Crunch’s Objectives
Create brand relevancy with the 9-12 year old market
Invigorate the aging brand and create a sense of excitement among youth
Increase sales with new customers
Recapture market share
Case Study: Cap’n Crunch
Potential Metrics?
Page Views
Time Spent on Site
Registration
Clue Entries / Offline Interactions
Sales
Branding Value
Case Study: Cap’n Crunch
Overall Results
Week 1 gave us 600,000 impressions, 70,000 user sessions
After the first half of the campaign, the web site recorded:
- 4 million impressions
- 500,000 user sessions
- 100,000 registered users
Quaker beat their projected sales
Case Study: Wells Fargo
Overall Results
Avg. time on Disney’s site: 15 min.
Avg. time on Nickelodeon’s site: 19 min.
Avg, time on Cap’n Crunch: 20 min.
Kids see an average of 10 – 20 ads per year, for a total of 10 minutes of exposure to the brand – the web far outpaced old media
Case Study: Wells Fargo
Overall Results
7MM CD-ROMs distributed in special packs
Avg. play time of 5-7 hours (initial)
Cap’n Crunch increased their market share from 2% to 4.5% (previous promo increased share by 1%)
Case Study: Wells Fargo