Analyses with no web analyst on board

How can a company with no in-company web analyst benefit from web analysis? How can an external web analyst help them to answer specific business questions to make them more effective and more successful?

Geddy van Elburg

Geddy van Elburg

Web analytics course at UBC

Certified Web analyst( DAA)

Chair of DAA Special Interest Group EU

Guest speaker/teacher at Saxion University

Member of education and certification committee

SEO / SEAUsabilityWeb analystPersuasion ArchitectureConversion optimisation

More than 13 years of experienceOwner of Ionmoon

Ionmoon

Internet strategy

Web analytics

Usability /Persuasion architecture

Search Engine Strategy

Social Media Strategy

Expert reviews

B2B and B2C clients

International

Member of WTC Twente

Helping in company web analysts team

Most of the clients don’t have a web analyst on board

Helping companies to get grip on their internet strategy and accountability

Growing use of Internet

More people will orientate online

More people will buy online.

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P o l s k a / P o l a n d

P o l s k a / P o l a n d

This will even grow more: EU plan 2020 on Internet structure

Analytics? Where do you start?

What is the existing situation ( starting point)

What is the business strategy

Where do you want to go?

What are your goals?

Depending on your companies needs

Situation in most companies

Are you reaching all of your target groups?

One size doesn’t fit all

How do I improve this?

Measurable data: insights

Act on Insights

So you need web analytics !!

Most companies just reach the middle 30%

Dutch call this the “ poldermodel”

Cats are no dogs

Analysing websites is not only about data. It is about human behaviour.

The biggest challenge for any web analyst is translating data into actionable insights

Eisenberg & Eisenberg: Waiting for your cat to bark

Web analytics: more than # visitors

Strategy

Setting up Goals and KPIs

Segmenting

Branding vs. non branding

Translating data into behaviour and into actions

How did they find you?

What are your visitors doing on your website?

Are they converting?

What are we Missing?

Everything starts with thinking

Start with what you need to know

Why do you need to know

How are you getting the data

Are the results

How can we duplicate/ avoid results

Traffic source

What is your client value of each source?

Do you really have a ROI of these traffic sources?

Which sources drives your most valuable clients?

How can you improve?

Direct traffic

Organic search

Paid search

Social Media

Referral

Email

Offline media

Etc.

Looking beyond ROI

Crucial data is not ROI, but average order value in campaigns.

Example: Campaign B needs twice as many conversions to reach same

results as campaign A

Campaign A Campaign B

Conversion Ratio

3% 7%

Sale € €10,000 €12,000

# Sales 50 120

Average Order Value (AOV)

€200 €100

Branding index

High branding index might be a risk

Is branding segment behaving differently on your site?

What can you do to improve?

This is all about reach.

Are you reaching people who have not heard about you?

What is the HALO effect of non-web related marketing?

Branding index and customer life cycle might indicate the health of your company

Offline media

Broad match: sending

What is the halo effect?

Cooperation with online

How to turn readers /watchers into customers?

What is the Return on Investment?

The old funnel model

One-way approach

Speaking instead of listening

Goal: creating demand instead of client value

The new funnel

Dialogue through multiple channels

Conversation vs. “sending”

Goal: Creation of long-term client value & loyalty

Sales through service

Not selling online?

Webshop have a clear conversion : Sale

Lead generation and informative websites contribute towards company results.

Example:

How many people do you attract towards your store?

How many people ask for a quote?

How many people become a customer/client?

Relation shop and webshop visitors

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Unique visitorsgezinnen

Target groupsLooking from the inside Looking from the outside

Information you provide is not necessarily information the visitor needs

Not every visitor is equal

Analyse results demographic data, behavioural, and channel: Social media

Which clients are active on social media? Which channels do they use? What are they doing there?

Channel Which channel gives most response? Which channel more

influencers? New vs. Existing customers

Which group delivers more revenue? Multi-Channel Activity/Status

Are visitors from different channels behaving differently? How?

Not every visitor is valuable

Best way to evaluate the overall performance is to assign a weighted value (or amount) to any action that makes sense for your company or organization

Example:Page view = 1 point (or € )Registration = 5 points (or €)Qualified lead = 7 points (or €)Sale = 10 points (or €)

Conversion measurement

Essential to zoom in on results

Every channel has a different result

Measurements are always not reliable Especially with complex products; use of multiple

computers etc.

4 critical areas of measurement

• Page views, visitors, visits, clicks, conversion, bounce etc

Visitor dataImportant basics

• When, how, where mentioned, network connections

Influence Dataincreasing importance

• Questions, complaints, reviews, frustrations, problems, praise

Feedback DataLearn to listen

• Measure results of actions and channels individually and in media mix

ROIper Action &

Channel

Internet scorecard

Balanced scorecard for internet

Quick access towards results

Complete picture of results

Strategic thinking

Strategy

Website

How do we develop and maintain website

effective

Organisation

Customer

Financial

How is online contributing towards the

business goals

How do we create an

effective online organisation

How do we reach target groups and maintain

conversion, retention etc.

Internet scorecard

Not only for large companies

Especially smaller companies can benefit

Quicker response towards visitors/ goals/ etc.

Continuity

Web analysis only works when done on a regular basis ( week/ month/ quarter)

Compare with same period ( previous month/ same month previous year): Make your own benchmark

Inhouse vs. External consultant or both?

Certified?

Knowledge of your business?

Training of your staff?

Questions?

Thank you