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Web Analytics: �A Measurement System of Website

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Prezentacija "Web Analytics: A Measurement System of Website" koju je Dave Rogers održao na konferenciji iFront 9. juna 2009. godine u Beogradu.
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Web Analytics: A Measurement System of Website Performance for OptimizationDave Rogers

Former Senior Web Analytics Researcher @ PayPal

Who is Dave Rogers? Almost a decade in research and internet1/3 Researcher, 1/3 Analyst, 1/3 PsychologistEducation: MA Stats/Research; MBAIndustry experience in academia, agency work, e-commerce, finance and social networkingWas @ PayPal for over a yearSource: mutt idea stolen from Angel Morales; LightsOut Marketing

DiscussionBalkans & the InternetWeb Optimization EcosystemWebsite OptimizationWeb Analytics ResourcesQ&A

Balkans & the InternetGreat time to get started!Tools are all figured out (consolidations)Many agencies now (available experts!)Compete on analytics (hunt vs. get hunted)-4-20-3?

Web Optimization Ecosystem

Web Site Optimization EcosystemSource: Web Analytics Demystified (www.webanalyticsdemystified.com)

Web AnalyticsThe WHAT:Visits / VisitorsBounce/ Exit rates

Marketing tasksAcquisitionSEO and SEMAffiliate NetworksComparison ShoppingRetentionEmailAffiliate NetworksComparison ShoppingSEMSEO

Voice of the ConsumerThe WHY:Measure customer satisfaction continuously Identify whats driving customer satisfaction and what will have the greatest impact on behavior and financial performance

Customer Experience ManagementREPLAYS: Tealeaf enables you to see your customers' actual online experiences, analyze their motivations and ultimately, gain insight as to why abandonment or other site actions occur

TestingOPTIMIZING:

Typical consumer engagement model from Marketing team perspective:Now, who owns the conversion task?

Website Optimization

What is MV Testing? Framework in 8 Steps Case Study Advanced Testing Techniques Ok now how do I start? Bonus: Elements to Start Testing Today! Optimization Discussion

What is MV Testing? Why?What is average conversion rate?

What is MV Testing? Framework in 8 Steps Case Study Advanced Testing Techniques Ok now how do I start? Bonus: Elements to Start Testing Today!

Website Testing FrameworkSplit trafficAll TrafficVersion AVersion BTechnology

www.books.comWebsite Testing FrameworkSplit trafficDisplay contentwww.books.comVersion A (Original, Control)Version B (Test)

Website Testing FrameworkSplit trafficDisplay contentLog which version

Website Testing FrameworkSplit trafficDisplay contentLog which versionLog success event

Website Testing FrameworkSplit trafficDisplay contentLog which versionLog success eventMeasure results

Website Testing FrameworkSplit trafficDisplay contentLog which versionLog success eventMeasure resultsUse stats!

Website Testing FrameworkSplit trafficDisplay contentLog which versionLog success eventMeasure resultsUse stats!Decide winner

Website Testing FrameworkSplit trafficDisplay contentLog which versionLog success eventMeasure resultsUse stats!Decide winnerPush winner live

What is MV Testing? Framework in 8 Steps Case Study Advanced Testing Techniques Ok now how do I start? Bonus: Elements to Start Testing Today!

Test Plan: Improve the efficiency of the product detail pageSuccess Metric: Percent of product page views that result in shopping cart puts

The test consisted of 8 elements, or variables, that can take on 18 different values. The resulting search space contains 576 unique combinations of variable values (recipes).Small changes often have huge impact

8 ElementsPage Order

8 ElementsPage OrderTitle

8 ElementsPage OrderTitle Price Presentation

8 ElementsPage OrderTitle Price PresentationGiftBox Presentation

8 ElementsPage OrderTitle Price PresentationGiftBox Presentation Continue Shopping

8 ElementsPage OrderTitle Price PresentationGiftBox Presentation Continue Shopping Button Text

8 ElementsPage OrderTitle Price PresentationGiftBox Presentation Continue Shopping Button Text Button Shape

8 ElementsPage OrderTitle Price PresentationGiftBox Presentation Continue Shopping Button Text Button Shape Button Color

Results of the Multivariate TestThe purpose of the test was to identify which of the 576 unique versions (recipes) of the product-detail page was the best (MV), and to determine how much better it was than the original. After the data was collected and analyzed, a new and improved version of the product-detail page was identified and compared head-to-head against the original (essentially an A/B test). $5.25 M Incremental Annual Revenue The new and improved page performed 4.4% better than the original.(with 99% confidence)

What is MV Testing? Framework in 8 Steps Case Study Advanced Testing Techniques Ok now how do I start? Bonus: Elements to Start Testing Today!

Testing outside of Web PagesLanding PagesBannersPerson v. productDifferent value propositions EmailsProduct v. brand Category sale v. sale across categoriesDiscount v. free shippingTime-of-day / day-of-weekTargeted! Triggered!

Behavior Targeting & Personas If like this, then show ___.Database constructionTest & develop business rulesSegmentation & predictive analyticsPersonasRepresent different user types and their behavior, attitude, world viewUser-centered design Conversion: What About the Other 98 Percent?Predictive Modeling!

Manufacturing Testing StructureBuild a reporting face Alert when sample size reachedAutomated decision making Output to Dev TeamDevelop the long-term ProgramShare learnings throughout orgBusiness unit on the hook as driver of continually increased conversions

Testing OpportunitiesDemographicsPsych/SocialWeb Analytics/ Website BehaviorAttitudinal Data?Customer Support Calls & OutcomeTransactionData (R,F,M)Databases Speaking to One Another

What is MV Testing? Framework in 8 Steps Case Study Advanced Testing Techniques Ok now how do I start?Bonus: Elements to Start Testing Today!

Build Yourself or Find a Partner?BUILDLong-term cost savingsBack-end advanced testing structureCan build custom monitoring and notification systemData easily integrated into web analyticsPARTNERRealize continuous optimization earlierSome tools include Professional ServicesCan learn from the experts

Which pages do I test first?Use your web analytics tool - think funnelAll pages in the check-out process are importantWhere do visitors leave/bounce?What are your best selling products/categories? Know your audienceunderstand needs and create experience for userguest or member/account?first-time buyer or frequent buyer?

MV Testing is doable See above- up on the right Think: incremental and continuous Many times, a small win builds psychological momentum at the organization for continual testingWrap-Up: Key ConsiderationsSmall changes often have huge impact

Small changes often have huge impactAsked to many web analytics professionals at the 2008 e-Metrics summit:

What is MV Testing? Framework in 8 Steps Case Study Advanced Testing Techniques Ok now how do I start?Bonus: Elements to Start Testing Today!

What are different versions of the value proposition? Have they been tested before? Can they be seasonal?Try various formatting techniquesFont, u, size, bold, color, centeredUse of exclamation point! or?# of words: Many v. lessConsider languagecolloquial; education levelSmall changes often have huge impactTesting Element: Headlines

Sale% off $ off Buy1Get1Discount for future purchaseCouponsCan pilot test campaigns!Testing Element: Offers but what kind of shipping?Small changes often have huge impact

Value propositionemotional v. logicalWord choice Add to Bag v. Add to Cart; Shop Now v. Order NowColorShapeSizePlacementTesting Element: Call-to-ActionSmall changes often have huge impact

% image to text to white spaceUse very similar images in the flowSizePlacementContrast to site look & feelPersonalize!Images of people are different Which direction are they facing?Where are the eyes focusing?Testing Element: ImageSmall changes often have huge impact

Common Mistake: ClutterToo much textCompeting for attentionOverstimulationRestHype-free zoneLess is more

Small changes often have huge impact

Web Analytics Resources

BLOG ROLL

kaushik.net/avinash/ blog.webanalyticsdemystified.com/weblog/ semphonic.blogs.com/ grokdotcom.com/ blogs.omniture.com/ juiceanalytics.com/weblog/ webanalysis.blogspot.com/EVENTS & TRAINING

webanalyticsassociation.org eMetrics Summit Web Analytics Wednesdays Web Analytics Forum Yahoo Group UBC Web Analytics X Change Conference: Gary Angel Predictive Analytics: Eric Siegel WEB ANALYTICS BOOKS OPTIMIZATION BOOKSWeb Analytics Resources

Q&ADavid Rogers

[email protected]

LinkedIn.com/in/DRAnalytics Twitter.com/DRAnalytics

*Prioritize investments based on ROI Benchmark against competitors and leading websites*Important because can prove marketing efforts with roiOnly way to know for sure- hippo*technology*Also a piece of technology (content management system)Placement, color, size, pencil, background, horizontal/verticalIt matters! Psychology (service provider important ie: how cons reads page)*Sytem needs way to accknowledge which version was viewed (CTR)*Consumer either responds or does notIMPORTANT! What is success event?purchase, download whitepaper, register, subscribe to newsletterThink of funnel- maybe event is next step?All websites: B2B, B2CAll industriessizes (corp to start-up buty traffic)selling goods, services or informationMerchants, affiliates, publishers, e-commerce *CTR NOT good enough. Statistically significant or happen by chance? Focus on sig. differencesImportan

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