Measure Digital to Ignite Results not Reports Peter Howley, Principal Consultant Empirical Path

Measure Digitalto Ignite Results not ReportsPeter Howley, Principal Consultant

Empirical Path

‣Introduction ‣Status Quo‣Count Conversions‣Segment Audience‣Test Ideas‣Share Insights

agenda

About me

‣ Led web analytics at washingtonpost.com

‣ Led branding business at #1 online ad network

‣ Founded Empirical Path in 2002

‣ Earned Google Analytics and Omniture certifications

Why measure?‣ Defend digital investment

‣ Compare online to offline

‣ Right-size digital investment

‣ Re-allocate to most valuable activities

‣ Celebrate and reward successes

‣ Learn from mistakes

status quo

Reports that measure only how many people entered the funnel:

‣Impressions

‣Visits

‣Unique visitors

‣Friends

‣Followers

Count conversionsMeasure how many times they complete the funnel (& achieve campaign goal):

‣Purchases

‣Social shares

‣Email signups

‣Contacts via form & phone

‣File downloads

‣Video views

Main Domai

n

Conversions: offer

Vendor Domai

n

Conversions: checkout

Conversions: funnel report

NOTE: All data disguised

Show all, new,

returning, or

campaign, etc. visits

Conversions: cross-channel

NOTE: All data disguised

Only cumulative share

data

No share data

Conversions: sharing

Conversions: report

NOTE: All data disguised

segment audienceMeasure conversion rate for each key segment of visitors.

‣ Traffic source (PPC, email, SEO)‣ Geography‣ Loyalty (new, returning)‣ Content interest‣ Prior purchase‣ Answers to survey questions

Segments: visitor typeUnique

content for each

audience

Segments: visitor type

Segments: visitor type reporting

NOTE: All data disguised

Row for each

segment…in any report

Conversion rates for multiple

goals

Segments: ad campaigns

Segments: social campaigns

Segments: partner campaigns

Segments: Campaign tagging

1 row for each link or set of links

worth tracking

Ties in other

analytics tools

Tells analytics

which channel worked

Segments: Campaign tagging

Segments: Campaign reportingRevenue

Other Conversion

s

test ideas

Experiment with ideas and use conversion rate in key segments to pick a winner:‣ Landing Page‣ Ad Copy‣ Home Page‣ Offer‣ Discount‣ Button color

A B

Above-the-fold call-to-

action

23% of next clicks from the

homepage are to promotions

23% of next clicks from the

homepage are to promotions

23% of next clicks from the

homepage are to promotions

23% of next clicks from

the homepage

are to promotions

Test ideas: inspiration

Carousel dominates above-the-

fold

Copy pushes

everything but

Carousel below fold

79% of page views are entries to the site

Test ideas: analysis

Test ideas: execution

Revenue per

Pageview shot up

Bounce rate

improved

Pageviews dropped as client cut

PPC

Test ideas: results

Visits viewing page spent 32% more

despite falling 73%

Oh yeah!

Test ideas: results

Downplay; 9% click

but 27% of those come

back

Shrink; pushes

products & prices down

Shrink; pushes

products & prices down

Keep; 18% of

entrances click

Lose; draws eye from

product art & headline

Test ideas: analysis

Test ideas: results

share insightsGet analytics reports, findings & recommendations to decision-makers

‣Build useful dashboards

‣Email reports automatically

‣Try out mobile apps

‣Display real-time metrics

dashboard

Auto-Emailed report

Mobile apps

Real-time displays

Real-time displays

Real-time displays

Real-time displays

Goal completed‣ Go beyond default reports

‣ Measure conversions and segments

‣ Put data into action by testing ideas and sharing insights

Thank you

Questions now?

Questions later:

‣ peter.howley@empiricalpath.com

‣ 505-856-6131

‣ @phowley99 | @EmpiricalPath

‣ Facebook.com/EmpiricalPath