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“Using Web Analytics to Influence Business Decisions”2010 Technology Conference
What You’ll Learn
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Analytics 101
Business requirements
The data
Meet the vendors
What to do with it
Case studies
About Me
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Chuck MurphyBoston Interactive
Founder & CEO
Engineering Degree
Pharmaceuticals
Usability
User-centric design
400+ Websites
Definition
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Website Analytics
Definition: “Analytics” - how an entity arrives at an optimal or realistic decision based on existing data.
User Centric
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User Centric Design Before: inform on past behaviors
After: to measure our assumptions
History
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HistoryPast: Hit Counters
Current: Analytics
Future: Integrated Analytics
History
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HistoryPast: Hit Counters
Current: Analytics
Future: Integrated Analytics
History
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HistoryPast: Hit Counters
Current: Analytics
Future: Integrated Analytics
History
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HistoryPast: Hit Counters
Current: Analytics
Future: Integrated Analytics
History
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HistoryPast: Hit Counters
Current: Analytics
Future: Integrated Analytics
Things you can measure
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TechnologyYour Websites
Social Media
Video
Mobile
Blogs
Things you can measure
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TechnologyYour Websites
Social Media
Video
Mobile
Blogs
Things you can measure
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TechnologyYour Websites
Social Media
Video
Mobile
Blogs
Things you can measure
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TechnologyYour Websites
Social Media
Video
Mobile
Blogs
Things you can measure
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TechnologyYour Websites
Social Media
Video
Mobile
Blogs
How it works
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How it works
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How it works
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The business side
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AssociationsOnline & OfflineAnalytics vs. SurveysOrganizational Goals Actual User BehaviorObjectives
– Membership– Resources– Dues payments– Registrations– Conference information
What it tells us
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Analytics can tell youHow are visitors using your siteWhat actually works Vs. what you think works Is my content effectiveHow can I improve my site navigationUnexpected Insights
Analytics 101
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DashboardVisits
Visitors
Page Views
Pages
Site Usage
Traffic Source
Visitor Loyalty
Geographic sources
Search Terms
Time on Site
Bounce Rate
Analytics 101
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What it meansVisits
Visitor
Page Views
Pages
Visitors Visits Page Views Pages
0 0 0 0
Analytics 101
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What it meansVisits
Visitor
Page Views
Pages
Visitors Visits Page Views Pages
0 0 0 01 1 1 1
Analytics 101
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What it meansVisits
Visitor
Page Views
Pages
Visitors Visits Page Views Pages
0 0 0 01 1 1 12 2
Analytics 101
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What it meansVisits
Visitor
Page Views
Pages
Visitors Visits Page Views Pages
0 0 0 01 1 1 12 23 3
Analytics 101
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What it meansVisits
Visitor
Page Views
Pages
Visitors Visits Page Views Pages
0 0 0 01 1 1 12 23 34
Goals
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GoalsMapping website actions to business goals
Business Goals Pay dues online
Access resources
Community involvement
Measurement Thank you page
Time in section
# Postings
Goals
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GoalsMapping website actions to business goals
Business Goals Pay dues online
Access resources
Community involvement
Measurement Thank you page
Time in section
# Postings
Goals
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GoalsMapping website actions to business goals
Business Goals Pay dues online
Access resources
Community involvement
Measurement Thank you page
Time in section
# Postings
Goals
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GoalsMapping website actions to business goals
Business Goals Pay dues online
Access resources
Community involvement
Measurement Thank you page
Time in section
# Postings
Goals
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FunnelA series of pages which a visitor must pass through before reaching the conversion goal
Goals
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FunnelA series of pages which a visitor must pass through before reaching the conversion goal
Goals
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FunnelA series of pages which a visitor must pass through before reaching the conversion goal
Heuristics
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Heuristics
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Heuristics
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Heuristics
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Vendors
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VendorsGoogle Analytics
Webtrends
Crazy Egg
Visistat
Omniture
Hubspot
Vendors
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VendorsGoogle Analytics
Webtrends
Crazy Egg
Visistat
Omniture
Hubspot
Vendors
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VendorsGoogle Analytics
Webtrends
Crazy Egg
Visistat
Omniture
Hubspot
Vendors
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VendorsGoogle Analytics
Webtrends
Crazy Egg
Visistat
Omniture
Hubspot
Case Study
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Goal Increase Donations
Case Study
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Goal Increase Donations
Case Study
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Goal Increase Donations
Result18% increase in online donations
Case Study
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GoalUnderstand users preferences
Case Study
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GoalUnderstand users preferences
Case Study
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GoalUnderstand users preferences
Result300% longer site time on site
Case Study
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Goal Increase conversions to contact pages
Result38% increase in online appointments
Conclusion
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Map goals to business requirements
Automate reports
Track, Analyze, Adjust
Look for trends
Analyze data together
Chuck [email protected](617) 241-7977 x221Presentation: Bostoninteractive.com/nesae