Leveraging Web Analytics to Increase Conversion - Market STL Presentation

Leveraging Web Analytics to Increase Conversion - Market STL Presentation

• 1.
  Using Web Analyticsto Increase Conversion Erin Eschen 2010 Internet Marketing Conference Saint Louis, Missouri
• 2.
   
• 3.
  Who I workfor: Perficient CRM CMS Portals Business Intelligence Business Analysis E-Commerce Search Mobile
• 4.
  What I do:Websites Online Advertising SEO Social Media Mobile www.Perficient.com/SocialMedia
• 5.
  Who I am:Search Marketer Social Media Consumer 2006
• 6.
  Consulted hundreds ofsmall businesses on how to create a web presence , drive traffic and convert visitors. Analyzed hundreds of sites with varying business goals and budgets. Managed the web site for the nation’s largest Internet advertiser and managed the online application (lead generation).
• 7.
  The many usesof Web Analytics: Monitor Performance Gain Business Intelligence Track & Increase Conversions Troubleshoot Problems
• 8.
  Companies Providing AnalyticsTools:
• 9.
  Troubleshoot Problems
• 10.
  Ranking high insearch engines for desired keywords… One problem…
• 11.
  No Sales!
• 12.
  “You cannot managewhat you cannot measure.” - Gartner Group
• 13.
  Web Analytics: “The practice of measuring, collecting, analyzing and reporting on Internet data to understand how a site is used and to optimize its usage.” Web Analytics Association Goals : Know your users better Make design decisions based on data (not hunches) Remove barriers to sales Improve conversion rates
• 14.
  2005
• 15.
  Analytics show you:Who’s clicking on what? Where are your visitors coming from? What were they searching for before your site? What are they searching for on your site? Where are they dropping off?
• 16.
  Visitors to SiteOrder Page 1 Order Page 2 Order Page 3 Sale GOAL
• 17.
  Traffic Sources:
• 18.
  Referring keywords, paidand organic: Are you giving them what they’re looking for?
• 19.
  Popular Pages: TopContent (most visited)
• 20.
  Top Landing Pages
• 21.
  Top Exit Pages
• 22.
  Track & IncreaseConversions
• 23.
  Define your conversiongoals: Order completed Lead form submitted Webinar replayed Whitepaper downloaded Phone call (pay per call) Newsletter sign-up Resume submit
• 24.
  What affects conversion?Aesthetics : Professional Design Usability : Ease of use Messaging : Competitive advantages, offers Information : Content answers questions Direction : Clear calls to action
• 25.
  Conversion Tracking: GoogleAnalytics > Analytics Settings >
• 26.
  Gain Business Intelligence
• 27.
  Site Overlay /Heat Maps
• 28.
  Length of Visit
• 29.
  Screen Resolutions AlsoBrowsers, Operating Systems, Service Providers, Connection Speeds
• 30.
  Tip of theDay You can use Analytics to see exactly what companies are researching yours: Create a custom report: Dimensions > Systems > Domain
• 31.
  Location
• 32.
  Location
• 33.
  Location
• 34.
  Time of DayCustom Report: Metric = Visit Dimension = Hour of Day
• 35.
  Think you needa mobile app or WAP site? Find out!
• 36.
  Learn all aboutyour site’s visitors and your visitors’ behavior.
• 37.
  Monitor Performance
• 38.
  How to: Monitoranalytics for red flags without spending hours per day swimming in data Keep senior management happy by giving them a high level pulse on how the website is performing
• 39.
  Dashboards
• 40.
  Source: Google Images
• 41.
  Alerts:
• 42.
  Alerts:
• 43.
  Email:
• 44.
  Parting Words: What are your goals? Increase revenue Reduce cost Improve customer loyalty & satisfaction When in doubt, ask yourself 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 (@avinashkaushik) Analytics Evangelist, Google
• 45.
  Thank you! ErinEschen Online & Social Media Marketing Manager Perficient, Inc. @ErinE http://erineschen.blogspot.com http://www.linkedin.com/in/erineschen