10. Keep Your Eye on the Prize 9. Not everything that can be counted counts 8. Be Compelling 7. Data Beats Guesses 6. Questions Before Data 5. Ask “So What?” Three Times 4. Use a Balanced Scorecard 3. Look at trends rather than level 2. Align Goals and Tactics 1. Hold People Accountable

1. 10 Ways to Be Strategicwith Web Analytics February 2011 www.NowMediaMarketing.com Copyright 2011 James R. Smith

2. 10. Keep Your Eye on the Prize Your Web site exists for a purpose Find it Articulate it Work towards achieving it Design the site around that goal Look at metrics that relate back to that goal Continuously improve

3. 9. Not everything that can be counted counts Don’t count for counting’s sake Web analytics exists for no other purpose other than improving site performance “You can learn many interesting things by analyzing data. But you should only spend your time looking at info that identifies opportunities for improvement.” from Actionable Web Analytics Pg 53

4. 9. Not everything that can be counted counts Can Be Counted Counts

5. 9. Not everything that can be counted counts Hits Gain Faith Visits Visitors Further Lord’s Work Page Views Registrations Conversion Rate Purchases Click thru Develop Testimony Bounce Rate Can Be Counted Counts Time on Site Time on Page

6. 8. Be Compelling You might not be a PhD statistician or know how to run a multi-variate test or know how to set intervals with two standard deviations… But you can be compelling

7. 8. Be Compelling

8. 7. Data Beats Guesses

10. 3 usability attributes: Time to Complete, Success Rate, and Satisfaction

11. On all 3 attributes, version B scored best

12. Showed designs to people in web design course

13. Going on personal guesses, probability of choosing best design was 50%http://www.useit.com/alertbox/guesses-data.html

14. 6. Questions Before Data

15. 6. Questions Before Data We must understand the difference between a business question and a report request These are all report requests… How many hits has the site gotten? How much traffic is coming to our website? What’s the bounce rate? Ask: What business problem are you trying to solve?

16. 6. Questions Before Data: Example Request for Data: How many people click on the Carousel Hero Banner on LDS.org? Real Business Question: Are the benefits of Carousel Hero Banner worth the screen real estate it takes up?

17. 10K Clicks 60K Clicks 20K Clicks 2K Clicks

18. 6. Questions Before Data Advice to Analysts: Seek to understand the strategic questions of the business Don’t just provide data. Provide answers and insights. Advice to Business folks: Bare your soul. Share questions that keep you up at night Seek insight, not just reports. Soon you’ll be getting (or giving) questions like: How can we improve the registration rate on our site? What are the most productive sources of traffic? What is the impact of our website on our call center? Which banner ad is most effective in driving conversions?

19. 5. Ask “So What?” Three Times

20. 5. Ask “So What?” Three Times “Ask every web metric you report the question "so what" three times. Each question provides an answer that in turn raises another question (a "so what" again). If at the third "so what" you don't get a recommendation for an action you should take, you have the wrong metric. Kill it.” By AvinashKaushik, www.kaushik.net, Kill Useless Web Metrics: Apply The "Three Layers Of So What" Test, Mar 8, 2010, Emphasis added.

21. 5. Ask “So What?” Three Times Example Analyst: “Our search engine referrals have increased 10%.” Business Owner: “So what?” Analyst: “The data shows the visitors who come to the site through search engines are twice as likely to register.” Business Owner: “So what?” What do we do?” Analyst: “I have identified dozens of keywords that we should target. Optimizing pages around these phrases could double our search referrals, and drastically increase registration rate and volume.” Business Owner: “That’s fantastic. Let's do it.”

22. 4. Use a Balanced Scorecard

23. 4. Use a Balanced Scorecard Any one metric can be manipulated Visitors: can be inflated thru aggressive marketing But bounce rate may suffer Page views: can be increased (or decreased) due to site design But return visitor numbers may suffer Conversion rate: can be increased by targeting niche audiences But overall conversions may decrease Time on site: can be increased by adding interesting content But that may distract from sites goals and reduce conversion Try getting multiple metrics to improve simultaneously

24. 3. Look at trends rather than level Give data context through… Trends Percentages Comparisons

25. 15,000 iPhones visit LDS.org each month (report from summer 2008) How confident are you in that exact number? Low. High degree of confidence in: The upward trend over time The % of iPhone visitors (~1% of LDS.org visitors) The distribution of iPhone usage across our websites More iPhones use Scriptures and Gospel Library than other websites

26. 2. Align Goals and Tactics

27. 2. Align Goals and Tactics Strategic Tactical The tactical metrics are indicators on how well a site is performing against high-level goals. Determine how user behavior on your website relates to your overall business goals Prioritize web projects based on their relevancy to business goals and ability to move key metrics.

28. KPIs Tactics/ Site Features Objectives Purpose Goals Visits, Downloads, Views, Time on Page, Bounce Rate, Search Rf Talk on Why Share Motivate and Inspire Inspire members to share the gospel online Why I Share – Stories Visits, Views, Time on Page, Bounce Rate Inform and provide examples Other A/V Videos: Bounce Rate, Search Referrals In Plain English: RSS, Social Bookmarking, etc. Views, Time on Page, Bounce Rate, Hasten the Work of the Lord though sharing the Gospel and Reputation Management Instruct How to Online Teach members how to share the gospel online Most Popular content and sections, site search terms, zero result searches, search conversion Site Search and Navigation Provide findable and sharable content Provide Optimized Image Galleries Visitors, Downloads, Search Ref, Key images Google Rank Distribute Optimized Content Code Grab Its, Widget and Badge Referrals, LP Google Rank Provide Badges and Widgets for Key Landing Pages Blog, Badges RSS subscribers, Comments, Badge Referrals Push out negative results in SERPs Optimize site itself Search referrals, Bounce, Visitor growth, Usage stats : % of visitors liking, # of times shared Share It, Fav-ing and Liking-type features Submit Pictures: “Temple” pictures, etc. User Generated Content # of submissions, # of good submissions

29. 1. Hold People Accountable

30. 1. Hold People Accountable #7 of Omniture’s Seven Common Mistakes in Web Analytics: No accountability for Web data “Accountability drives adoption and change.” From Seven Keys to Creating a Data-Driven Organization “When performance is measured, performance improves. When performance is measured and reported, the rate of improvement accelerates.” Thomas S. Monson

31. 10 Ways to Be Strategic with Web Analytics 10. Keep Your Eye on the Prize 9. Not everything that can be counted counts 8. Be Compelling 7. Data Beats Guesses 6. Questions Before Data 5. Ask “So What?” Three Times 4. Use a Balanced Scorecard 3. Look at trends rather than level 2. Align Goals and Tactics 1. Hold People Accountable

32. 10 Ways to Be Strategicwith Web Analytics February 2011 www.NowMediaMarketing.com Copyright 2011 James R. Smith