INTERACTIVE STRATEGY - 55 MONT-ROYAL W., SUITE 999, MONTREAL (QC) H2T 2S6 T 514.524.7149 WWW.NVISOLUTIONS.COM WINNING STRATEGIES WITH WEB ANALYTICS AUGUSTIN VAZQUEZ-LEVI - NVI APRIL 29, 2009
Jan 18, 2015
INTERACTIVE STRATEGY - 55 MONT-ROYAL W., SUITE 999, MONTREAL (QC) H2T 2S6 T 514.524.7149 WWW.NVISOLUTIONS.COM
WINNING STRATEGIES WITH
WEB ANALYTICS
AUGUSTIN VAZQUEZ-LEVI - NVI
APRIL 29, 2009
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
PROFESSIONAL BACKGROUND
NVI 2007-PRESENT
CANALYTICS / ACQUISIO 2007
EFUNDRAISING 2006
CARBON 60 DESIGN / TCHIRTS 2003-2005
EBAY POWER SELLER 2001-2002
EMAIL SPAM (Hey, it was legal back then!)
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
AGENDA
WHY IS ANALYTICS SO HARD FOR COMPANIES TO UNDERSTAND?
WHAT ANALYTICS TOOLS ARE AVAILABLE?
WHO SHOULD BE IN CHARGE?
COMPANY KPIs VS WEB KPIs
ENGAGEMENT METRICS
REPORTS: ACTIONABLE INSIGHTS
HOW TO IMPROVE BAD REPORTS
CONCLUSION
STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM
FACT
MOST COMPANIES STILL STRUGGLE TRYING TO ADAPT TO SEARCH, SOCIAL MEDIA AND DISPLAY ADVERTISING.
STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM
Most of them do not know why their Web Marketing campaigns fail;
They don’t know which data matters and how to collect it.
FACT
MOST COMPANIES STILL STRUGGLE TRYING TO ADAPT TO SEARCH, SOCIAL MEDIA AND DISPLAY ADVERTISING.
WHICH WEB ANALYTICS TOOL DO YOU USE?
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
HOW COMPLEX IS YOUR ANALYTICS TOOL?
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INTERACTIVE STRATEGY – NVISOLUTIONS.COM
DO YOU REALLY NEED TO TRACK THIS?
1. A VISITOR CAME FROM TEXAS.
2. HE WAS REFERRED FROM YAHOO PAID SEARCH WHERE KEYWORD WAS GREATER THAN $1.50
3. IT WAS THE 3RD VISIT ON THE SITE
4. THE VISITOR COMPLETED CONVERSION 1 AND 2, BUT NOT 3 AND 4
5. ADDITIONALLY, WAS THE USER WAS A GOLD, SILVER OR BRONZE MEMBER?
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
DO YOU REALLY NEED TO TRACK THIS?
1. A VISITOR CAME FROM TEXAS.
2. HE WAS REFERRED FROM YAHOO PAID SEARCH WHERE KEYWORD WAS GREATER THAN $1.50
3. IT WAS THE 3RD VISIT ON THE SITE
4. THE VISITOR COMPLETED CONVERSION 1 AND 2, BUT NOT 3 AND 4
5. ADITIONALLY, WAS THE USER WAS A GOLD, SILVER OR BRONZE MEMBER?
99.99% OF WEBSITES OUT THERE DON’T
COMPLEX CUSTOM INSTALLATIONS OFTEN HOLD YOUR COMPANY BACK…
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MARKETING or IT ANALYST?
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
BUSINESS KPIs or WEB KPIs?
Key Performance Indicators (KPI) are financial and non-financial measures or metrics used to help an organization define and evaluate how successful it is, typically in terms of making progress towards its long-term organizational goals.
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DIFFERENT BUSINESS = DIFFERENT KPIs
> INFORMATIONAL SITES = CONTENT CONSUMPTION
> ADVERTISING SITES = TRAFFIC AND ADDITIONAL PUBLISHER INVENTORY
> SUBSCRIPTION SITES = CONVERTING FREE OR PAYING MEMBERS.
> LEAD GENERATION SITES = FORM FILL-OUTS OR OFFLINE PHONE CALLS
> ECOMMERCE SITES = TRANSACTIONS
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
WHAT SHOULD YOU BE MEASURING?
ECOMMERCE METRICS
> TRANSACTIONS
> CHECKOUT FUNNELS
ENGAGEMENT METRICS
> AVG PAGE VIEWS
> TIME ON SITE
> BOUNCE RATE
> REPEAT VISITS
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
SIMPLE DASHBOARD: IS THIS IT?
WE STILL DON’T HAVE ANY ACTIONABLE INSIGHTS. WE NEED TO SEGMENT.
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
SEARCH ENGINES SEGMENTED BY ENGAGEMENT METRICS
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
SEARCH ENGINES SEGMENTED BY ENGAGEMENT METRICS
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
SEARCH ENGINES SEGMENTED BY ENGAGEMENT METRICS
SEARCH ENGINES SEGMENTED BY ENGAGEMENT METRICS
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
HOW DO THESE SEGMENTS PERFORM IN SALES?
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
HOW DO THESE SEGMENTS PERFORM IN SALES?
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
HOW DO THESE SEGMENTS PERFORM IN SALES?
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
HOW DO THESE SEGMENTS PERFORM IN SALES?
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
HOW MANY PURCHASES OCCURED AFTER 1 VISIT? (UNSEGMENTED DATA)
WHICH SOURCE IS MORE LIKELY TO CONVERT ON THE FIRST VISIT? (SEGMENTED DATA): REFFERAL TRAFFIC
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EXCEL TO THE RESCUE
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
LET’S TEST SOME KEYWORD CONVERSIONS
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
REMOVE BRANDED TERMS
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
SORTED BY CONVERSION RATE… WE GET MORE NOISE THAN DATA.
KEYWORD GEMS!!
> EXPORT TO CSV
> ADVANCE FILTER IN EXCEL
> 25 VISITS OR MORE
> 2 OR MORE TRANSACTIONS
Shouldn’t you be investing in these keywords? What are your rankings for them? Did you discover a new keyword you didn’t know about?
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
BOUNCES SEGMENTATION
> IN TRADITIONAL DIRECT MARKETING, 50% OF YOUR INVESTMENT GOES TO WASTE. IT’S KNOWING WHICH HALF THAT IS THE MOST DIFFICULT
> BOUNCES ARE DEFINED BY A VISITOR SEEING 1 PAGE ON YOUR SITE AND LEAVING WITHOUT SEEING ANYTHING ELSE
> WITH WEB ANALYTICS, WE CAN KNOW EXACTLY WHAT THEY SAW
> THIS HIGHLY UNQUALIFIED TRAFFIC COULD GIVE YOU VALUABLE INFORMATION
CUSTOM BOUNCE SEGMENT
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
CUSTOM SEGMENTATION
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
Not bad, 54% of users create approx 52 million pageviews!
VENI, VIDI, VOMIT… WHICH CONTENT DRIVES PEOPLE AWAY?
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
SOME BOUNCE RATE GEMS.
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
WHERE IS THE TRAFFIC COMING FROM ON THIS PAGE?
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
CHECKOUT FUNNEL
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
ACTIONABLE INSIGHTS
> Leverage Search & Display Advertising investments through segmentation.
> Repeat visits: Convincing visitors to act on first visit.What worked and what didn’t.
> Specific Keywords to Target for Paid, Organic and Content writing.
> Bounce Rate: What pages and/or content was successful?What kind of content did your visitors seem to like/dislike?
> Is there a problem in any particular step of your checkout process?
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
EXAMPLES OF BAD REPORTS I HAVE SEEN:
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
MUCH BETTER (COMPARISON):
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
EXAMPLES OF BAD REPORTS I HAVE SEEN:
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
BETTER (CHOOSE METRIC)
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
EXAMPLES OF BAD REPORTS I HAVE SEEN:
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
BETTER (SEGMENTED):
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
ITS NOT THE SIZE OF YOUR TOOL, BUT THE « EXPERTISE » OF THE ANALYST USING IT.
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
TOP 5 TIPS TO REMEMBER:
1. DON’T USE OVERLY COMPLEX TOOLS UNLESS YOU HAVE THE NEED AND THE MANPOWER
2. MAKE SURE YOU HAVE THE RIGHT PEOPLE FOR THE JOB
3. IDENTIFY BUSINESS KPIs AND WEB KPIs. HOW DO THEY COMPLEMENT EACH OTHER
4. USE ENGAGEMENT METRICS.
5. SEGMENT, SEGMENT, SEGMENT.
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
CONTACT US IF YOUR ANALYTICS = FAIL
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
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