6. Web analytics is…
…the practice of measuring, collecting, analysing, and
reporting on internet data to understand how a site is used
and how to optimise its usage.
Four Goals:
1. Better understand your users
2. Make web design decisions based on data, not
hunches
3. Improve your website (remove barriers to sales)
4. Improve conversions and sales
Web Analytics Association
20. Insights: what are our customers
searching for?
“Search queries are gold: they are real data
that show us exactly what users are
searching for in their own words.”
27. Google’s Philosophy: Users First
1. Focus on the user and all else will follow.
From its inception, Google has focused on providing the best user experience
possible. While many companies claim to put their customers first, few are able to resist the temptation to make small
sacrifices to increase shareholder value. Google has steadfastly refused to make any change that does not offer a benefit to
the users who come to the site
By always placing the interests of the user first, Google has built the
most loyal audience on the web.And that growth has comenot through TV ad
campaigns, but through word of mouth from one satisfied user to
another.
Extract from Google Philosophy
28. Customer focus: the Amazon way
Jeff Bezos, Amazon CEO
“The Institutional Yes”, Harvard Business Review, October 2007
47. “No one wants to buy credit cards online”
Link to video
48. Redesigned Application Forms
…with GA installed before & after
Old application
forms
New application
forms
Current account
66 questions
22 questions
Credit card
62 questions
29 questions
Savings accounts
-
21 questions
52. Wrap-up
Your website is all about conversion
Measurement is critical:
• # 1: Understand your customers and what they’re doing on
your site
• # 2: Identify accident blackspots – points where customers are
experiencing difficulty
• # 3: Take action – fix problems, track changes
• # 4: Increase conversions – put more money in the bank
Design & customer engagement is critical: you need
to act on the data – make changes
53. Questions? Feedback?
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Contact Details:
Morgan McKeagney
Managing Director
iQ Content Ltd
e: morgan@iqcontent.com
t: +353 1 677 1140
Twitter: @morganmck
@iqcontent
www.iqcontent.com