Web analytics for non-commerce sites
My presentation from eMetrics Stockholm 2012, where I spoke about web analytics for non-commerce sites, focusing on the importance of how to communicate data and insights in order to get management buy-in and grow the awareness and understanding of how to use web-analytics with an organization. When analyzing non-commerce sites you isn’t gifted with the two lovely and easy-to-understand metrics ‘orders’ and ‘revenue’, and if your site isn’t directly generating leads to sales department it is hard to keep the business focus on this area. Therefore I chose the subject to speak about how all of us working with non-commerce site should try set metrics into business context. Instead of reporting on visits and time on site, segment your traffic and talk about how many users you have who promote you or your brand, how many interact/engage with it and so on. This helps you – and the business – moving focus from visitors and page views. I share my idea of a simple framework, where the combination of traffic metrics, conversions and VOC.
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Web analytics for non-commerce sites
- 1. ©2012 The LEGO Group Page 1 Web analytics for non- commerce sites Thomas Løjmann Jørgensen @lojmann
- 2. @lojmann • More than 8 years of experience in online analytics & optimization • Worked with some of the largest companies in Denmark, Sweden and Norway • Working with analytics and consumer insights for LEGO System A/S Thomas Løjmann Jørgensen Experienced online business analyst and optimization specialist
- 3. @lojmann Analytics is not for us, we don’t have a web shop! Myth #1
- 4. @lojmann Non-commerce analytics is harder than eCommerce analytics! Myth #2
- 5. @lojmann ”Non-commerce analytics is harder, when you do it wrong”
- 6. @lojmann Your CEO don’t want metrics!
- 8. @lojmann Back to basic! Strategic foundation Infrastructure Insights & value Define what to measure and your outcomes Define how to measure Setup and implement your tracking tool(s) Build and anchor basis understanding and reporting Analyze and identify what and where you can optimize Design and test your optimization findings - What is your business goals - How do your website support them
- 9. @lojmann Strategic foundation Q: How does my website support the business? • Recruitment • Inspire & develop creativity • Consumer service • … Strategic foundation Define what to measure and your outcomes Define how to measure
- 10. @lojmann • Download wallpapers • View videos • Play games • Create LEGO ID • LEGO Club membership • Upload to gallery • Comment on blog • Post on message board • Tip Friend • Share via social media • … Metrics?
- 11. @lojmann Segmenting users • Download wallpapers • View videos • Play games • Create LEGO ID • LEGO Club membership • Upload to gallery • Comment on blog • Post on message board • Tip Friend • Share via social media Creators Promoters Viewers Recruits
- 12. @lojmann
- 13. @lojmann My Analytics Framework My Analytics Framework Traffic Performance Conversion Performance Satisfaction Performance • Unique visitors • Visits • Time spend / visit • Pages / visit • ... Inspire & develop - View products - View video - Play game • NPS • Surveys • ... Advocates - Tip friend - Social media actions Recruitment - LEGO ID signup - CLUB membership - Add to wishlist
- 14. @lojmann
- 15. @lojmann Thomas Løjmann Jørgensen Experienced online business analyst and optimization specialist @lojmann Questions? http://dk.linkedin.com/in/lojmann