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44 4 | R2integrated
What is Success?
In order to measure success, you first must define it.
Start with overall organizational goals:• Increase attendance to event(s)
by 15%• Increase donations by 20% YoY
55 5 | R2integrated
What is Success?
Once you’ve defined success, determine how your website can play a role:
• Generate awareness?• Bring new leads?• Nurture existing relationships?• Reduce workload of internal
departments?
88 8 | R2integrated
ConversionsIdentify site actions that define your business goals
EngagementsIdentify site engagements that funnel into those actions
SourceIdentify the ways in which people find your website
Segmenting into Small Data
99 9 | R2integrated
Site Conversions
411 CLICKS
2,442CLICKS
What site actions define the business goals that you’ve identified?
Examples:• Registrations • Form fill outs• Applications
1010 10 | R2integrated
436 clicks
873 clicks
1,687 clicks
Site Engagements
524 CLICKS
1,256 CLICKS
987 CLICKS
What elements funnel into those site actions?
Examples:• Non-conversion clicks• Video views• Social shares
1212 12 | R2integrated
Organic Search
Secure search is the new normal.No insight into what phrases convert best for organic visitors.
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The Mobile Dimension
Mobile-specific Tracking• Traffic patterns• Engagement tracking• Segments for mobile
users (compare desktop vs mobile)
• Opt-out clicks• Mobile exit
rates/bounce rates
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Path To Engagement
150 different paths to engagement
690 (25%) of them with more than one interaction
2121 21 | R2integrated
Confidential 04/18/2023
Reporting
1. Define the audience
2. Ask questions
3. Create context
4. Turn on your right brain
5. Test and adjust
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Refine and Test
Create Reporting
Outline Data Dimensions
Outline Business Goals
Identify Site Actions that Define Those Business Goals
(Conversions)
Identify Elements that Funnel Into These Site Actions
(Engagements)
Identify How People Find These Elements and Site Actions (Traffic
Sources)
Recap – Measuring Success
2525 25 | R2integrated
Kara Alcamo
Director of Search Marketing
R2integrated
@r2integrated