Driving Profits in the Downturn, Using Data to Improve Website Performance and Drive Business Results
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Preso from the 2009 Razorfish Client Summit covers a Top 10 list of things you can do with website data to drive better revenue-driving results (like page views, engagement, and audience.)
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Driving Profits in the Downturn, Using Data to Improve Website Performance and Drive Business Results
- 1. Driving Profit in the Downturn: Using Data to Improve Website Performance and Drive Business Results Marisa Gallagher and Jamie Yaptinchay
- 2. Who We Are Marisa Gallagher • Vice President, User Experience • 8+ years with the company • Clients: Cisco, Disney, Ancestry, Genentech, McKesson, Sun Microsystems, Singapore Airlines, Napster, Farmers Insurance, NASA, Visa, ESPN, ABC • Studied Anthropology and Film at Notre Dame, Business at Haas • Worked at the early days of CNET and LookSmart • Areas of focus: uses of narrative and data, media & entertainment, travel, enterprise Jamie Yaptinchay • Strategist, Site Optimization • 4 years with the company • Clients: 50+ • Double degree in Informatics and Economics at University of Washington • Early Atlas analyst and pioneer in use of the Atlas tag for site-side analysis • Areas of focus: translating data to business goals, SO, combining qual + quant Page 2© 2009 Razorfish. All rights reserved.
- 3. Why Data + Profits = Marketing Needs to Sharpen Its Focus 88% of CMOs are seeing the downturn wreak havoc on their budgets and plans Page 3© 2009 Razorfish. All rights reserved.
- 4. Let’s Get Down to Business Setting Perspective
- 5. The Top 10 Profit-Driving Uses of Data 1. See how you measure up 2. Don’t play hard to get 3. Know where you’re coming from and going to 4. Dig for (buried) treasure 5. Follow your treasure trove 6. Don’t play 20 questions 7. Don’t fumble in the end zone 8. Raiders of the last log 9. Explore the space-time continuum 10. Track your buzz, hug your haters Page 5© 2008 Razorfish. All rights reserved.
- 6. Start with a Hypothesis – Map Your Customer’s Flow Use the timeline below to map a typical (core or new type) customer’s relationship to your brand. 1. Plot 3-5 key experiences your customers have on the way through the gates of the funnel. 2. Mark down when and where those experiences happen and why they are so key to your funnel. 3. Identify 2-3 questions you have about this flow – ideas you have a hunch about and want to investigate. preference You rock! conversion consideration zero awareness emotion You suck! AREAS FOR INVESTIGATION: A. B. C. Page 6 © 2008 Razorfish. All rights reserved.
- 7. Start with a Hypothesis – Map Your Customer’s Flow EXAMPLE preference You rock! conversion consideration zero awareness emotion You suck! AREAS FOR INVESTIGATION: A. Increase word of mouth, add reviews? B. Increase trial – online demos? C. Increase retention - expand newsletter pilot + reup options Page 7 © 2008 Razorfish. All rights reserved.
- 8. Diving Into the Details Seeing the Ideas in Action
- 9. 1. See How You Measure Up What: Know your conversion rate and how it compares to others Why: Knowing how you’re doing, and how much you could improve, is half the battle How: Use traffic + sales data, web analytics, or SiteOps diagnostics CONVERSION RATES BY VERTICAL* Average Min Max Financial 15.4% 0.3% 87.1% Do you have room to Pharma 5.9% 1.2% 16.6% move? Are you closer Publisher - Content 36.8% 25.0% 48.7% to the floor or the Retail 11.4% 0.0% 68.3% ceiling? Travel 10.1% 0.1% 25.5% Averaged 15.9% 5.3% 49.2% *sample stats only Page 9© 2008 Razorfish. All rights reserved.
- 10. 2. Don’t Play Hard to Get What: Investigate and fix your search ranking Why: If your customers can’t find you, they can’t buy from you How: Take on the quick hits yourself - then dig deeper with an SEO specialist Search marketing is too big to ignore – your competitors will be using it, if they aren’t already Page 10© 2008 Razorfish. All rights reserved.
- 11. 3. Know Where Your Coming From & Going To What: Review your referral sources and entry points Why: Knowing your users’ traffic flow allows you to change it How: Check your web analytics reports Is every page your “home page”? Page 11© 2008 Razorfish. All rights reserved.
- 12. 4. Dig for (Buried) Treasure What: Identify your site’s critical pages and hidden gems Why: Find out where you need to focus attention How: Check web analytics for traffic, time on site, and patterns/anomalies Media & Entertainment E-commerce Page 12© 2008 Razorfish. All rights reserved.
- 13. 5. Follow the Treasure Trove What: Test and optimize critical pages and hidden gems Why: Fixing the freeway will help users get to the destination How: Run in-page diagnostics, a site survey, or usability test on the pages Test to understand users’ behavior Page 13© 2008 Razorfish. All rights reserved.
- 14. 6. Don’t Play 20 Questions What: Remove unnecessary form fields and steps in your processes Why: Nothing needs to stand in your customers’ way, particularly you How: Run a usability test or in-page/form field diagnostic Only dogs like to jump through hoops Page 14© 2008 Razorfish. All rights reserved.
- 15. 7. Don’t Fumble In the End Zone What: Clean up confirmation pages and cart handoffs Why: If someone gives you their credit card, they usually want you to use it How: Check web analytics, run A/B tests or in-page drop-off diagnostics The most critical drop- off point occurred after users actually submitted application forms. This represents a loss of over 3,600 card applications Page 15© 2008 Razorfish. All rights reserved.
- 16. 8. Raiders of the Last Logs What: Review your search logs Why: Users use their own words to tell you what they’re looking for How: Pull or customize the base report that comes with your search package Even Google and Zappos can offer Insights Page 16© 2008 Razorfish. All rights reserved.
- 17. 9. Explore The Space-Time Continuum What: Investigate how seasonality and geography affect your users’ behavior Why: Knowing when and where = relevance How: Check public tools, web analytics, and custom reports “We’ve moved our publication schedule because the news environment has shifted and we’ve been listening to you.” – Time Magazine Page 17© 2008 Razorfish. All rights reserved.
- 18. 10. Track Your Buzz, Hug Your Haters What: Listen to your customers Why: Being the last to know your product sucks is bad for business How: Explore the continuum of tools – from Google Alerts to Nielsen BuzzMetrics Even disappointment can lead to a better relationship – if it’s thought of as one. Page 18© 2008 Razorfish. All rights reserved.
- 19. Thank You Marisa Gallagher marisa.gallagher@razorfish.com www.twitter.com/marisagallagher Jamie Yaptinchay jamie.yaptinchay@razorfish.com www.twitter.com/jamiey
- 20. Appendix - Abandonment Rate What: Know your abandonment rate and how it compares to others Why: Knowing how you’re doing, and how much you could improve, is half the battle How: Use traffic + sales data, web analytics, or SiteOps diagnostics ABANDONMENT RATES BY VERTICAL Average Min Max Financial 41.14% 21.30% 70.91% Do you have room to Pharma 48.81% 25.45% 72.56% move? Are you closer Publisher - Content 53.20% 29.22% 85.79% to the floor or the Retail 26.85% 11.61% 83.87% ceiling? Travel 47.46% 9.48% 94.68% Page 20© 2008 Razorfish. All rights reserved.