Het maturity proces van Web Analytics bij Albelli. Door Anton Buning

THE MATURITY PROCESS OFWEB ANALYTICS AT ALBELLI

Anton Buning, April 2014

CONTENT

• About Albelli• Our funnel• Two years ago

• Foundation• Maturity

Model• Takeaways

ABOUT ALBELLI

• Part of Albumprinter

• One of the leading photo book suppliers in Europe

• Growing number of product categories

• Active in 8 countries

WEB ANALYTICS AT ALBELLI

• Two Web Analysts• Part of the UX team

Main focus areas:Conversion Rate OptimizationMarketing Optimization

OUR FUNNEL

DISCOVERY• Products• How it works• Tips and Tricks• Customer Service

DESIGN

• Offline Editor• Online Editors

BUY

• Checkout

TWO YEARS AGO

GET THE FOUNDATION RIGHT

• Re-implemented Adobe Analytics in all our online areas:

• Setup automatic reports and dashboards

DISCOVERY• Products• How it works• Tips and Tricks• Customer Service

DESIGN

• Offline Editor• Online Editors

BUY

• Checkout

GET THE FOUNDATION RIGHT

• Restructuring campaign tracking and alignment with promo codes

MAINTAIN YOUR

WA FRAMEWORK

WHAT’S NEXT?

• Self reflection

• Maturity Model: Stephane Hamel

METHODOLOGY MATURITY

Reflects the methods which are used around WA and CRO

Goals: More structure More productive More agile

Methodology

STEP BY STEP

PHASE 1

- Few people

- Ad hoc tests

- A/B Tests

PHASE 2

- More people

- Centralized docs

- Idea collection

- Targeting

PHASE 3

- Multidisciplinary

- Stakeholders

- CRO Process

- Dev Value Stream

CURRENT PHASE

WA is active in almost all steps

1. BACKLOG

2. UX - FOUNDATI

ON

3. UX-REVIEW

4. DEVELOP

MENT

5. CRO

6. LIVE

HERO SHOT TEST

CTR: + 20%

Conversion rate: + 10%

Control Variation

ORGANIZATION MATURITY

Goals: Increase awareness Increase knowledge level

Reflects the level and adoption of WA in the organization

Organization

Share, Share, Share:

• Results

• Update sessions

• Marketing sessions

AWARENESS

TRAINING PROGRAM

1.Survey around colleagues

2.Create a planning

3.Create docs

4.Give trainings

KEY TAKEAWAYS

1. Get your foundation right and maintain

2. Define your end state and go step by step to become in the lead

3. Share your results and educate your internal customer

THANK YOU!

Maturity Models:• Online Analytics Maturity Model (OAMM) - Stephane Hamel• Capability-Maturity Self-Assessment Tool -

adobeanalyticspro.com