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Why and How to measure statistics on your website. Cedric Braem, CEO, InternetVista
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Why and how to measure statistics on your Website?
Cédric BraemCEO – internetVista.com
Agenda
IntroductionWhich marketing?Which metrics?From basic to advanced
Introduction
How to increase visitor?How to convert visitor into customer?How to capture the attention?How to keep one’s clientele?
You have a Website ...and now?
How to promote your Website?
Which marketing?
“Classic” Marketing Advertising By word of mouth By publishing the URL
everywhere Press release Networking Event and exhibition
E-Marketing Email marketing Online marketing Buzz and viral
marketing Permission marketing Social marketing Search Engine
marketing
Which marketing?
A mix of several techniquesAdapted to your need and your
businessDon’t forget to measure your ROI !
Analyze
SynthesizeAdvocate
E-marketing
Email marketingSeveral strategies
Massive campaignTargeted campaign
Follow-up is crucial
Low cost
+Spam
-
E-marketing
Online marketing or e-advertisingBannersSkyscraperOnline Ads Affiliate program
Source: Price WaterHouse Coopers 2010
Easy to put in place
+Intrusive
-
E-marketing
Viral MarketingInfect a communityIndividual message transmissionShow the spiral effectFormats: video, email, widget, white
paper, podcast,...
Powerful+ No
control
-
E-marketing
Buzz marketingReach and touch a communityCreate a reaction et catch the
attentionFormats: quizz, contest, game Sample
Funny+
Difficult-
E-marketing
Social MarketingQuite new but very powerfulUse of social network: facebook, likedin,
myspace, twitter, ...The best example in 2008?
E-marketing
Permission MarketingYou receive the “permission”Conversation with your customerPrivileged linkCrucial difference between interruption
and permission
Powerful+ Take
time
-
E-marketing
Black marketing(Forget this section)In the limit of the lawWarketing with your competitorFormats: darksite, spaming, domain
recuperation, ...
Efficient+
Borderline
-
E-marketing
Search Engine MarketingSearch Term
Natural Search Results
Advertising
Search Engine Optimization (SEO)Search Engine Advertizing (SEA)
Some questions
How much for each campaign?What is the return?How many visitors?How many conversion?How many achieved goals?How fast is your website?How often does your website hiccup?
How to know if actions are efficients?
Don’t forget the ROI
Action Follow-
up
Action Control
Effective marketing
action
From basic…
Actions Follow-up
TrackingTracingAnalyzingProfilingConversion rate
“Web Analytics is the measurement, collection, analysis and reporting of Internet data for the
purposes of understanding and optimizing web usage.”Web Analytics Association
Web Analytics
Actions Follow-up
Which metrics?Visitor: country, language, new vs
returning, loyalty, technical, …Traffic source: search, direct, campaign,
keywords, referrer, …Content: page view, top landing page,
top exit page, …Goals: conversion rate, funnel, sales, …
Pertinence can be different
Traffic to your website
Data collection
Improve your website
Improve your traffic acquisition
Business Decision
Actions Follow-up
Actions Follow-up
Actions Follow-up
Chose your right campaigns Increase your chance of
success
Analyze
SynthesizeAdvocate
Actions Control
Your are launching your campaignAnd if …
Your website is down?Your website is to slow?
Impact on your salesImpact on your image?Which ROI in this case?
WebMonitoring
Actions Controls
Which are the most frequent errors? No response: network problem, server outage, … Page not found: update problem, dead link, … Database problems Unknown host: DNS problem, expired domain name, …
Other risks? Hacking: home page hacking, phishing, DoS, … Exploitation problems (slow, error, …)
Amazon: « your website must answer in less than
3sec... Otherwise the surfer goes to your
competitor! »
Actions Control
Only one ;-)
Actions Control
Chose your hosting In-house or outsourcing Shared, dedicated, cloud, …
Design your architecture (server, load balancing, memory, …)
Analyze
SynthesizeAdvocate
To advanced
CustomerInsights
Clickstream data
Traditional Web analytics tools collect quantitative data
Measure the what and the when
Huge amount of data Not always easy to find
answers to business questions
Clickstream
Getting customer insights from clickstream data
The Multiplicity model
Clickstream
Outcomes analysis
Experimentation & testing
Voice of the customer
Competitive Intelligence
CustomerInsights
The What & When
The How much
The What Else?
The Why & How
Oh baby yes!
Source: Web Analytics 2.0 – Avinash Kaushik
Clickstream
Outcomes analysis
Experimentation & testing
Voice of the customer
Competitive Intelligence
CustomerInsights
Web analytics tools: WebTrends, Google
Analytics…
Web Analytics tools, CRM, offline data,…
A/B testing tools: Offermatica, Google
Optimizer
Surveys, user labs, VOC tools, Customer experience recording
Hitwise, Google Trends, Google
Insights, Compete…
Multiple data sources
Source: Web Analytics 2.0 – Avinash Kaushik
Surveys, user labs, VOC tools, Customer
experience recording
The value of VOC tools
Answer the “Why” and the “How” Why did your visitors come to your website? How did they feel about it? Was their visit successful? Why?
Go for customer centricity provides of window into your customer mind Understand how & why they use your website Design services adapted to customer needs – not
the ones you imagine Qualitative data brings direct actionable
insights
Online Survey tools overview
Oh no! Not survey tools…
Surveys are “intrusive” for the users
Solution is difficult to implement – will take time & development
Such tools are expensive
It is not compliant to our nice design
Blah blah blah…
These are excuses!
No excuse to NOT measure VOC!
• Very affordable – good free options
• Continuous / regular listening methodology
• Timely – detect problems and opportunities right away
• No need to survey every single users – sample!
• Low intrusion - very sophisticated mechanisms based on best practices
Main types of survey tools
Basically two main types of surveysProactivePassive
Each with own pro’s & con’sServe distinct purpose
Proactive surveys
Proactive invitiation model – users are prompted Usually used for macro-level data (site level) –
general intent & experience Can be used also for page level surveys
Proactive surveys
Good for capturing customer intent & experience (i.e. satisfaction)
Control on who sees the survey
Larger sample size – covering all kind of users
+ Can still be perceived as intrusive – to be used with moderation
Not suited for identifying micro-level problems
Triggering mechanisms can be complex to implement
-
Passive surveys
Passive invitation model – users initiate survey
Micro level data – focus on specific purpose / task
Passive surveys
Always available on the web page
Focus on one task (getting rating or comments, reporting bugs…)
Most solutions easy to implement
Less intrusive
Provided feedback from most engaged / upsets customers…
+ …But sample size more limited and less representative of all your audience
Not suited for site-level experience or collecting customer intent
-
Two essential online KPI’s
Surveys allow you to add two essential KPI’s to assess your online activitiesTask completion: ratio of users who
managed to complete their tasks (according to them).
Customer satisfaction: Average satisfaction score (out of 100)
Survey tools - examples
Remember!
Limit your questions – keep it to the 4 essentials whenever possible
Mathematical rigor – watch out for sample size! Proactive & passive can coexist Don’t be intrusive – respect your customers Make sure to have resources / processes to:
Use the data Answer customer questions or complaints
Can be easy to implement & not that expensive
You want more?
Eye tracking Brain tracking
Conclusion
Play with “your” marketingMeasure, measure, measureDon’t forget to convert CALL TO
ACTION and ROIWalk a mile in your customer shoes
Tomorrow you must play again
More information
[email protected]@internetvista internetvista
Search in Google ;-)“Call To Action” – B.& J. Eisenberg“All books” - Seth Godin
