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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:
‣ 505-856-6131
‣ @phowley99 | @EmpiricalPath
‣ Facebook.com/EmpiricalPath