3. What we believe
Measure your site or
campaign’s performance
Report the
Optimise your site Data relevant
based on data, not trumps information
gut-feel
intuition
Analyse visitor behavior
4. Strategy
Creative
Planning Design Experience
Architecture
Project User
Management Research
Technology Analytics
≈≈ Media
Business
Consulting Media
CRM
Visual Design
ePR
Creative
6. Right KPIs site.nl
Brand
Pregnant Brand Product Customer
Visibility
mother Positioning Awareness Loyalty
Brand Mother of VisitorsBrand Asked Qs
Pregnant Unique Product Views
Product Customer ups
News Sign
young Baby PositioningVideo Views Awareness
Visibility Direct Visits Tip Views CTR to new products
LoyaltyVisits
News
mother Search Visits
CTR to new tips
Product Views
Returning visits
Mother of Visitors
Unique Asked Qs Product Views News Sign ups
Mother of Direct Visits Tip Views CTR to new products News Visits
toddler Visits
Search Video Views Product Views
young Baby CTR to new tips Returning visits
External:
Unique On site:
Asked Qs On site:
Product Views On site: ups
News Sign
Media/Search
Mother of VisitorsViews
Unique
Q&A
Asked Qs
Product
Product Views News Sign ups
Info to new products Newsletters
Mother of
Visitors Tip
Direct Visits Tip Views CTR News Visits
News Visits
preschooler Video Views
Direct Visits Tips
Search Visits Video Views Savings Views
Product Points
Product Views
toddler Videos CTR to new tips Returning visits
Search Visits Returning visits
Unique Visitors Asked Qs Product Views News Sign ups
Mother of UnknownVisits
Direct Tip Views CTR to new products News Visits
Search Visits Video Views Product Views
preschooler CTR to new tips Returning visits
Unique Visitors Asked Qs Product Views News Sign ups
Direct Visits Tip Views CTR to new products News Visits
Unknown Search Visits Video Views Saving Product Views
CTR to new tips Returning visits
7. Right metrics
Brand
Positioning
PVs per Video Views
Page Views Visits Video Views
Visit per Visit
Pregnant 400.000 100.000 4,0 30.000 0,3 Not actionable
Toddler 1.000.000 200.000 5,0 60.000 0,3
Actionable
PVs per Video Video Views
Page Views Visits Video Visits Video Visits %
Visit Views per Video Visit
Pregnant 400.000 100.000 4,0 30.000 5.000 5% 6,0
Toddler 1.000.000 200.000 5,0 60.000 50.000 25% 1,2
Pleasure Creative agency on performance event Counterpart analytics build 2 years Planes dont convert yet Basic believe
This is a presentation about what LBi believes and what it does about those beliefs Don’t let websites with 70% bounce rates fly around the online Collect data even if its not part of the service Analyse visitor behaviour for UX teams Optimize based on data Activation of last two points are where analytics become profitable and the conversion starts to take place
Being full service agency delivers its own benefits for performance Integration with all Unfortunately things are not that simple All have their own battle to fight even due How do you make your self heard in that environment Next ten points are key insights out of this environment CRM Business Plan 2010 | v2 | 18 December 2009
this is were we started how to make analytics relevant for strategy how do you cristalize analytics metrics to a strategic importance
Define objectives Define functions Define KPIs for functions
Reason why it’s separated First for you & MM Second is for you Modeling
Underdeveloped part of analytics Media / kaushik For the rest it’s a trouble 3 Purposes: know where you stand to your goals don't tell me today that I was underperforming last week
Very different metrics Targets helps you define common measurement % Prioritize
Tactical focus on errors Loosing 20K revenue
So what? People are responsible for KPIs not website
Ties back to setting targets – also set ownership Start first Define the team and current roles Set KPIs to people not activity Incentives different conversations
Story of two years monthly revenues 3-5 minutes 10 seconds Power of vizualization
Automating reporting to analysis
Stop scheduling reports Report by exception Don’t schedule reportings Proactive involvment on stategic level Know when, what to whom to say
Every day we don’t do this, it costs… Mitsubishi campaign
Avoid getting stuck in the Q to be heard Mitsubishi the case
Be proactive be involved in what happens Be heard get attention Lear & teach
* Get more investments and priorities * Benchmarks
Don’t think on the level of tool Don’t get stuck in technology Do full framework from KPIs to targets to stakeholders Then specify what can be changed what cannot
Focus on what you can actually change/fix Rule of thumb: if the page is under “http s ” then it’s probably a pain in the ass to amend (at least quickly) avoid platform limitations in pursuit of quick wins What can you change? Typically brochure ware pages, landing pages, calls to action, hero imagery, calls to action, search result – all these influence success – focus on optimising these first of all By proving the value being added, it will make having those conversations about modifying the basket pages more easy.
Get something out there
Limited resource per client: 2-3 peaces of analyzes we are able to test 512 page variations using multivariate testing winning page had 30% better conversion More and more organizations have dedicated resources to analytics less have dedicated to testing Building a site with already integrated testing environment
if you have limited budget step out heavy tool and spend budget on people to leverage that almost half companies of the companies have a car but nobody has a driver
Technology investments are downsizing still almost 50% of companies have a car but don’t have a driver Investment in people basics: train staff member in analytics then hire analysts
