Measure your online successs - Superfast Business presentation

1. Serco Internal
Welcome

2. Serco Internal
http://www.youtube.com/watch?v=G7KZR9
NwKQQ

3. Serco Internal
• www.superfastbusiness.co.uk
• twitter @superfastbiz
• Facebook www.facebook.com/superfastbiz
• join our LinkedIn group 'Superfast Business SW'
• info@superfastbusiness.co.uk
• 0845 603 8593
Stay up to date

4. Serco Internal
Measuring your online success
Kate Doodson
Cosmic
@cosmickated

5. Serco Internal
• We are creating 2.5 billion GB of data every day
• In the last 2 years we have created 90% of the data on the
planet

6. Serco Internal

7. Serco Internal

8. Serco Internal
• LA Police
• Review 13 million past crimes to predict current behavior

9. Serco Internal
What data do small businesses have?
• Social analysis + web analytics + CRM data + email data+
support queries = Big data
• Customer’s behaviours, recruitment, product testing, market
testing, product lifecycles, product usage
• Open Data from Governments and public services may open
new customer insights, new services, new products

10. Serco Internal

11. Serco Internal
• Oct 2013 - 15,429,942 sites use Google Analytics.
• 60% of the top 10,000 sites use it
• 82% of sites using it are using Analytics incorrectly. *
source: econsultancy*

13. Serco Internal
What is Google Analytics?
• Google’s statistics package
• Tracks and records all data from all sources
• Data is held anonymously
• Measures, analyses, compares and reports
• All Historic data from commencement

14. Serco Internal
Analytics set up…
• Set up account
• Copy Code
• Paste to all pages of site
• Remove own IP address
• Share account with others
• Download the app for tablet and
smartphone

15. Serco Internal
Key performance indicators
Reach
• Pay-per-click cost per acquisition
• Pay-per-click total conversions
• Site visits
• Channel acquisition
• Average order value
Convert
• Unique visitors
• Total visits
• Page views
• New visitors
• New customers
• Total orders per day, week, month
• Time on site per visit
• Page views per visit
• Checkout abandonment
• Cart abandonment
• Return rate
• Gross margin
• Customer service open cases
Retain
• Email open, click, and conversion
rates
• Referral sources: percent from
search, direct, email, pay-per-
click, other

16. Serco Internal
My 8 most important KPIs for websites
1. How many visitors?
2. Bounce rate
3. Time on site & number of
pages visited
4. Ratio of mobile to desktop
users
5. Ratio of channels
6. % of visits from non-brand
search terms
7. Range of landing pages
8. Conversion rate

17. Analytics Orientation – Home page=Audience Overview

18. Serco Internal
1. How many visits?
How many visitors are coming to your site?
Who are they?
Are they new or loyal visitors?
Where have they come from?

19. Visitors = Users (total, both new and returning)

20. Serco Internal
What is a Session?
• Session = visit - grouped interactions in a given timeframe
• Multiple page views, downloads, e-commerce transactions
• One visitor can have many visits of weeks or months
• Visit ends
– 30 minutes of inactivity
– At midnight
– Change of campaign

21. Is the number good or bad? Compare it to same time last
year+1

22. And we can segment too

23. Serco Internal
What else can we find out about our visitors?

24. Serco Internal

25. What else can you find out?

26. Serco Internal
What can we measure - Visits
• How many people have visited in a give timeframe
• How popular is our site, are visits increasing or decreasing?
• New visits vs return visitors
• Are they loyal or new?
• Where do they come from?
– Where is the interest, is it where you expected?
• What are their age, gender, interests?
– Is it what you expected?

27. Serco Internal
2. Bounce rate
Why did they bounce?

28. Serco Internal
What is a bounce rate?
Bounce Rate:
• Can be defined as a single interaction with a page on your
website (not always the home page) and then exit
Bounce rate scenarios
• Clicks the back button (most
common)
• Closes the browser (window/tab)
• Types a new URL
• Does nothing (session times out after
30min)

29. Serco Internal
Why is this important?
• Measure of the quality of the page
Or
• Measure of the quality of your optimisation

30. Serco Internal
What’s an average bounce rate
• Changes for each type of business…. Industry, brand credibility,
type of site, type of page, step in the funnel (where the page is
in the site), stage of the customer lifecycle, user intent, and
many other potential factors.
• But on average – very roughly ----Between 40-50%
Think about this in context for you…..
– Clicked an external link – for an external login
– Contact us page
– Customer support pages
– Blog articles

31. Serco Internal
Typical bounce rates
• 40-60% Content websites
• 30-50% Lead generation sites
• 70-98% Blogs
• 20-40% Retail sites
• 10-30% Service sites
• 70-90% Landing pages
Source – Google Analytics 2012

32. Serco Internal
• Bounce rate… Audience overview > Bounce rate

33. Serco Internal
3. Time on site & number of
pages visited
What pages did they visit
How many pages did they visit
Does this correlate with time on site

34. Serco Internal
• How long do you normally stay on a page?
……Around 1 minute
• Did you know we tend to read only a ¼ of text on a page?
Source Jakob Neilson 2013

35. Serco Internal
Pages visit/session duration
• Audience Overview

36. Serco Internal
What does this tell us?
• Is the content relevant?
• Is it compelling?
• Is there enough content on the page
• Can you have too long time on site?
• Yes.. Download may be an issue (look at webmaster tools for
ave download time of your site)

37. Serco Internal
4. Ratio of mobile/desktop
users
Who’s using what on your site?
Does your site work well on all the devices?

38. Serco Internal
• Mobile use of Google is up 400% in the last year
• Christmas day 75% of visits to John Lewis were from mobile and tablet
• 25% of visits to local authority sites are from mobile
• Met office is now 50% mobile
• What’s your %?
Did you know

39. Serco Internal
• Audience>mobile>overview

40. Serco Internal

41. Is your site mobile
responsive?

42. Serco Internal
5. Ratio of channels
How have people got to your site?
What do you need to work on?
What’s dominant?

43. Serco Internal
• Acquisition > Overview

44. Serco Internal
• Direct – typed into an address bar
• Referral – clicked on a link
• Organic – typed into a search engine
• Social – Clinked on a link from social media
• Other
• Ideally balanced approach, unless your strategy is for one
specific route
• Too much Direct is a worry though – as it means no-one knows
about you outside of your customers
What are the sources?

45. Serco Internal
Acquisition>Channels>referrals

46. Serco Internal
Acquisition>Channels>Organic

47. Serco Internal
Acquisition>Channels>social

48. Serco Internal
6. % of visits from non-brand
search terms
Are people finding you without knowing you?
Is Search engine optimisation working for you?

49. Serco Internal
What does this tell us?
• Who is getting to your site using non branded terms
• How long are they staying
• What are they doing?

50. Serco Internal
Acquisition>Channels>Organic> advanced>
exclude keyword containing brand

51. Serco Internal
7. Range of landing pages
Is your site well optimised?
Are customers finding directly what they want
rather than a home page?

52. Serco Internal
Behaviour> site content> Landing pages
Most popular landing pages….
/ = home
Any campaigns working well? SEO working well?

53. Serco Internal
8. Goal conversion rate
Focus on core outcomes
Think about your objectives

54. Serco Internal
What is a conversion? ….. What you want it to be…. Create a goal
• Sale
• Form submission
• Trial signup
• Content consumption
• Download software
• View FAQ….
• average website conversion rate usually is around 2%.

55. Serco Internal
Goal settings
• What is a goal? Measures how well your site fulfils an objective
• i.e. to get someone to purchase, visit your contact page or
download a document
• Creating goal – Admin > Goals and add a value too

56. Serco Internal

57. Serco Internal
Or just have a look at flow ….

58. Serco Internal
My 8 most important KPIs for websites
1. How many visitors?
2. Bounce rate
3. Time on site & number of
pages visited
4. Ratio of mobile to desktop
users
5. Ratio of channels
6. % of visits from non-brand
search terms
7. Range of landing pages
8. Conversion rate

59. Serco Internal
Making it easier …..

60. Serco Internal
Create Reports and Dashboards

61. Serco Internal
Creating a filter (exclude your IP address)
Admin > click on domain > filters

62. Serco Internal
Share your account with others…
• Add other users to access account Admin >domain> users

63. Serco Internal
Measuring your social media success

64. Serco Internal
How do brands measure SM success?

65. Serco Internal
1. Measuring popularity
2. Measuring engagement
3. Measuring conversion
4. Measuring influence

66. Serco Internal
Number of
• Facebook fans
• Twitter Followers
• YouTube Subscribers
• Keep an eye for unsubscribers
• Think about demographics - male/female split
• Any best time for posting? Any particular interests?
What’s your reach?

67. Serco Internal
Demographics

68. Serco Internal
How many likes?

69. Serco Internal
• Number of likes

70. Serco Internal
Twitonomy

71. Serco Internal
• Number of likes, shares, re-tweets
• Ratio of engagement to followers – good KPI and comparison
against competitors
• Number of comments and mentions
• What’s worked? What hasn’t?

72. Serco Internal

73. Serco Internal

74. Social mention

75. Serco Internal
tweetfeel

76. Serco Internal
• % traffic back to your website
• Traffic flow to goals
• % of traffic to your website that reach goal

77. Serco Internal
Or just have a look at flow ….

78. Serco Internal
Klout

79. Serco Internal
How Sociable

80. Serco Internal
Sprout Social

81. Serco Internal
Brandwatch

82. Serco Internal
Tools that may be useful…
• Tweetreach
• Hootsuite
• Klout
• SocialMention
• Twazzup
• Addictomatic
• Tweettails
• Simply Measured

83. Serco Internal
Questions?

84. Serco Internal
• www.superfastbusiness.co.uk
• twitter @superfastbiz
• Facebook www.facebook.com/superfastbiz
• join our LinkedIn group 'Superfast Business SW'
• info@superfastbusiness.co.uk
• 0845 603 8593
Stay up to date