Winning Web Analytics Strategies

INTERACTIVE STRATEGY - 55 MONT-ROYAL W., SUITE 999, MONTREAL (QC) H2T 2S6 T 514.524.7149 WWW.NVISOLUTIONS.COM
WINNING STRATEGIES WITH
WEB ANALYTICS
AUGUSTIN VAZQUEZ-LEVI - NVI
APRIL 29, 2009

INTERACTIVE STRATEGY – NVISOLUTIONS.COM
PROFESSIONAL BACKGROUND
NVI 2007-PRESENT
CANALYTICS / ACQUISIO 2007
EFUNDRAISING 2006
CARBON 60 DESIGN / TCHIRTS 2003-2005
EBAY POWER SELLER 2001-2002
EMAIL SPAM (Hey, it was legal back then!)

AGENDA
WHY IS ANALYTICS SO HARD FOR COMPANIES TO UNDERSTAND?
WHAT ANALYTICS TOOLS ARE AVAILABLE?
WHO SHOULD BE IN CHARGE?
COMPANY KPIs VS WEB KPIs
ENGAGEMENT METRICS
REPORTS: ACTIONABLE INSIGHTS
HOW TO IMPROVE BAD REPORTS
CONCLUSION

STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM
FACT
MOST COMPANIES STILL STRUGGLE TRYING TO ADAPT TO SEARCH,
SOCIAL MEDIA AND DISPLAY ADVERTISING.

STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM
Most of them do not know why their
Web Marketing campaigns fail;
They don’t know which data matters
and how to collect it.
FACT
MOST COMPANIES STILL STRUGGLE TRYING TO ADAPT TO SEARCH,
SOCIAL MEDIA AND DISPLAY ADVERTISING.

WHICH WEB ANALYTICS TOOL DO YOU USE?

HOW COMPLEX IS YOUR ANALYTICS TOOL?

DO YOU REALLY NEED TO TRACK THIS?
1. A VISITOR CAME FROM TEXAS.
2. HE WAS REFERRED FROM YAHOO PAID SEARCH WHERE KEYWORD WAS GREATER
THAN $1.50
3. IT WAS THE 3RD
VISIT ON THE SITE
4. THE VISITOR COMPLETED CONVERSION 1 AND 2, BUT NOT 3 AND 4
5. ADDITIONALLY, WAS THE USER WAS A GOLD, SILVER OR BRONZE MEMBER?

DO YOU REALLY NEED TO TRACK THIS?
1. A VISITOR CAME FROM TEXAS.
2. HE WAS REFERRED FROM YAHOO PAID SEARCH WHERE KEYWORD WAS GREATER
THAN $1.50
3. IT WAS THE 3RD
VISIT ON THE SITE
4. THE VISITOR COMPLETED CONVERSION 1 AND 2, BUT NOT 3 AND 4
5. ADITIONALLY, WAS THE USER WAS A GOLD, SILVER OR BRONZE MEMBER?
99.99% OF WEBSITES OUT THERE
DON’T

COMPLEX CUSTOM INSTALLATIONS
OFTEN HOLD YOUR COMPANY BACK…

MARKETING or IT ANALYST?

BUSINESS KPIs or WEB KPIs?
Key Performance
Indicators (KPI) are financial and
non-financial measures or
metrics used to help an
organization define and evaluate
how successful it is, typically in
terms of making progress towards
its long-term organizational goals.

DIFFERENT BUSINESS = DIFFERENT KPIs
> INFORMATIONAL SITES = CONTENT CONSUMPTION
> ADVERTISING SITES = TRAFFIC AND ADDITIONAL PUBLISHER INVENTORY
> SUBSCRIPTION SITES = CONVERTING FREE OR PAYING MEMBERS.
> LEAD GENERATION SITES = FORM FILL-OUTS OR OFFLINE PHONE CALLS
> ECOMMERCE SITES = TRANSACTIONS

WHAT SHOULD YOU BE MEASURING?
ECOMMERCE METRICS
> TRANSACTIONS
> CHECKOUT FUNNELS
ENGAGEMENT METRICS
> AVG PAGE VIEWS
> TIME ON SITE
> BOUNCE RATE
> REPEAT VISITS

SIMPLE DASHBOARD: IS THIS IT?
WE STILL DON’T HAVE ANY ACTIONABLE INSIGHTS. WE NEED TO SEGMENT.

SEARCH ENGINES SEGMENTED BY ENGAGEMENT METRICS

HOW DO THESE SEGMENTS PERFORM IN SALES?

HOW MANY PURCHASES OCCURED AFTER 1 VISIT? (UNSEGMENTED DATA)

WHICH SOURCE IS MORE LIKELY TO CONVERT ON THE FIRST VISIT? (SEGMENTED
DATA): REFFERAL TRAFFIC

EXCEL TO THE RESCUE

LET’S TEST SOME KEYWORD CONVERSIONS

REMOVE BRANDED TERMS

SORTED BY CONVERSION RATE… WE GET MORE NOISE THAN DATA.

KEYWORD GEMS!!
> EXPORT TO CSV
> ADVANCE FILTER
IN EXCEL
> 25 VISITS
OR MORE
> 2 OR MORE
TRANSACTIONS
Shouldn’t you be investing in these keywords? What are your rankings for them? Did you
discover a new keyword you didn’t know about?

BOUNCES SEGMENTATION
> IN TRADITIONAL DIRECT MARKETING, 50% OF YOUR INVESTMENT GOES TO
WASTE. IT’S KNOWING WHICH HALF THAT IS THE MOST DIFFICULT
> BOUNCES ARE DEFINED BY A VISITOR SEEING 1 PAGE ON YOUR SITE AND
LEAVING WITHOUT SEEING ANYTHING ELSE
> WITH WEB ANALYTICS, WE CAN KNOW EXACTLY WHAT THEY SAW
> THIS HIGHLY UNQUALIFIED TRAFFIC COULD GIVE YOU VALUABLE INFORMATION

CUSTOM BOUNCE SEGMENT

CUSTOM SEGMENTATION

Not bad, 54% of users create approx 52 million pageviews!
VENI, VIDI, VOMIT…
WHICH CONTENT DRIVES PEOPLE AWAY?

SOME BOUNCE RATE GEMS.

WHERE IS THE TRAFFIC COMING FROM ON THIS PAGE?

CHECKOUT FUNNEL

ACTIONABLE INSIGHTS
> Leverage Search & Display Advertising investments through segmentation.
> Repeat visits: Convincing visitors to act on first visit.
What worked and what didn’t.
> Specific Keywords to Target for Paid, Organic and Content writing.
> Bounce Rate: What pages and/or content was successful?
What kind of content did your visitors seem to like/dislike?
> Is there a problem in any particular step of your checkout process?

EXAMPLES OF BAD REPORTS I HAVE SEEN:

MUCH BETTER (COMPARISON):

BETTER (CHOOSE METRIC)

BETTER (SEGMENTED):

ITS NOT THE SIZE OF YOUR TOOL, BUT THE « EXPERTISE »
OF THE ANALYST USING IT.

TOP 5 TIPS TO REMEMBER:
1. DON’T USE OVERLY COMPLEX TOOLS UNLESS YOU HAVE THE NEED AND THE
MANPOWER
2. MAKE SURE YOU HAVE THE RIGHT PEOPLE FOR THE JOB
3. IDENTIFY BUSINESS KPIs AND WEB KPIs. HOW DO THEY COMPLEMENT EACH
OTHER
4. USE ENGAGEMENT METRICS.
5. SEGMENT, SEGMENT, SEGMENT.

CONTACT US IF YOUR ANALYTICS = FAIL
EMAIL
avazquez@nvisolutions.com
BLOG
nvisolutions.com/blog
FOLLOW ME OR NVI ON TWITTER
twitter.com/oggy
twitter.com/nvi

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