Presentation about getting value from web analytics...it's not about the numbers, it what you do with them.

1. Elephants
and Analytics
Three questions to
ask your elephant

3. 78% of companies
surveyed said data
collection is
not tied to business
objectives or strategy
Online Measurement and Strategy Report, E-consultancy, 2008

4. Web analytics
is something

6. But when
you get it

8. That elephant
in the corner

9. An obvious
truth

10. which is largely
ignored or
goes unaddressed

11. Did you know...

12. an
elephants
trunk

15. 60,000 muscles

16. Elephants can use
their trunks to...

17. trees

20. And draw
characters
on paper

21. They can
uncork
a bottle

22. Shake coconuts
out of palm trees

24. And pick up a pin or a coin

26. Just like
web analytics

27. Don’t be afraid to
try new things

29. Elephants didn’t
uncork a bottle on
their own

30. So you’ve got
your shiny new
web analytics
platform

31. and it’s spitting
out loads of
numbers

33. Web analytics is
not just about
the numbers

34. It’s about
Online Business
Optimisation

35. It’s about
understanding

37. Your
audience
needs

38. And
reducing
the gap
in between

39. And you need to
manage that gap

40. You can’t manage
what you don’t
measure

41. If you don’t
understand why
you’re measuring it

42. You can’t
improve it

43. Problem is there’s
so much
you can measure

44. Just because you can
doesn’t mean you should

45. What’s the point
of analytics?

46. Gaining insight into
user behaviour

47. To optimise your

48. From there, global domination

49. Getting the
elephant out of
the corner

50. Ask yourself
three questions

51. What are your business goals?
Who are your audiences?
What does success look like?

52. Overarching Analytics Strategy
Business Goals Audience Success
•Leads •Recruitment •# of Leads
•Sales •Staff •# of Sales
•Revenue •Students •$ Revenue
•Community •Media •% Conversion
+ •Business + •Engagement
•Awareness
= KPI’s

53. Don’t “report” on reports
Stakeholders use different KPI’s

54. Remember

55. Not all sites have the
same objectives
KPI’s will be different

56. Goal: Optimise online recruitment campaigns
Business Goals Audience Success
•Leads •Prospectives •# of Leads
•Sales •Staff •# of Sales
•Revenue •Students •$ Revenue
•Community •Media •% Conversion
•Business •Engagement
•Awareness

57. What really
counts is
conversions

59. Someone
doing
something

60. Buying something
Signing up for
something

61. Reading your
content

63. Establish a baseline
100,000 visitors 100%
5,000 start an
application 5%
1,500 submit an
30%
application
$13,000 per application 1.5%
1.5% conversion / $19,500,000 revenue

64. Leads
have value
Page views
have value

65. Start at the sale
value and work
back up the funnel

66. Consider all the
touch points

67. Look at the campaign conversion rate
by type of media, source, segment etc
You can adjust your thinking accordingly
(spend, volume, channel, location)

68. Don’t just look at the
campaign though…
Look
everywhere

69. Look for sources of traffic that convert best
0.05%
0.14%
0.34%
1.56%

70. If they’re not converting
find out why and improve it
Reduced page bounce rate
from 80% to 40% by changing design

71. If you have a multi-page process
look for:
•High step abandonment rates
•Where they go if they abandon
Then look at the questions on the
form.
Looks for reasons why they abandon.
Are you asking for information they
don’t have (passport number, drivers
license etc)

72. If you’ve optimised you should see a small lift
100,000 visitors 100% 100,000 visitors
5,000 start an 5,000 start an
application 5% 5% application
1,500 submit an 1,550 submit an
30% 31%
application application
$13,000 per application $13,000 per application
$19,500,000 1.5% 1.55% $20,150,000
revenue conversion conversion revenue
Lift in conversions
+0.05% = $650,000

73. Remember, 0.05%
is a tiny improvement
but can yield
significant results

74. Look beyond
the numbers

75. Most people look at
the numbers

77. All they’ll see is the
big picture...

78. 1 million
page views
this month

79. They spend
5 minutes
on our site

80. 200,000
visitors this
month

82. But you’re missing
the point

83. 5 minutes
on the site

86. Depends on
where they
spent it

87. 5 minutes on the home page
could mean they’re lost

88. 5 minutes on a content
page could mean
they’re engaged by it

89. So how can we
tell if they’re
engaged?

94. Top Pages report,
with key metrics

95. International Paths – before redesign
Color indicates propensity to become a lead
Courses
Low Average Page Views per visit High

96. International Paths – after redesign
Color indicates propensity to become a lead (+ve increase)
Courses
Low Average Page Views per visit High

97. Segmenting by
traffic source

102. Don’t assume all
users want the
same thing

104. Course interest
geographically segmented

105. Course interest by country

106. Searching
for gold

107. Internal search
offers great insight
Users search for two reasons:
1) They can’t find what they’re looking for
2) They navigate through search

108. What our Students are searching for

109. Use seasonality to your advantage
Buying books Exam timetables
Looking at timetable Library information
Term 1 Term 2

110. Optimise your
user experience
 Tag clouds
 Quick links
 Search as you type
 Related searches
 Did you know…

111. Optimisation

112. Just because you like it
doesn’t mean they do

113. Optimise conversions through
real-time testing
ZeroDash1 survey for eMetrics 2008

114. Test different
creative, layouts and
offers to optimise your
conversions.

115. Mid Year 2009 – A/B Testing
Conversion point: Application submitted
Recipe 1 Recipe 2
Drives user directly to Drives user through a micro-site, then to
Online Application System Online Application System
Direct access to apply Qualification tool
Quick user journey Extended content and email reminders
But... a much longer user journey

116. Mid Year 2009 – A/B Testing results
Recipe 1 Recipe 2
0.42% Conversion Rate 0.86% Conversion Rate
204% Lift in conversion against control
$2,847,000 incremental revenue

117. Mid Year 2009 – Behavioural Targeting
Target content to users
based on their previous
activity
Higher propensity to
convert
Re-engage user if they have
started but not completed an
Better user experience application

118. Remember, 0.05% is
a tiny improvement
But can yield
significant results

119. Don’t forget
social network sites

120. Social media has different KPI’s
Business Goals Audience Success
•Leads •Recruitment •# of Leads
•Sales •Staff •# of Sales
•Revenue •Students •$ Revenue
•Community •Media •% Conversion
•Business •Engagement
•Awareness

121. Track blog post views, time on page, pathing

122. They’re talking; are you listening?

123. The perfect
analytics
solution

126. Just because you
pay for it doesn’t
mean it’s more
valuable

127. Just because it
is free doesn’t
mean it’s less
valuable

128. Answer your
3 questions

129. Define your
strategy

130. measure
accordingly

131. Unleash the elephant

132. Tim Elleston

133. Shameless plug
http://www.elephantsandanalytics.com.au

136. Any
questions?