24/01/10

Elena Ibáñez

What can we build with data analysis?

- Understanding visitors based on our key business goals and making recommendation for improvement- Using visitor behaviours to identify opportunities- Sharing specific findings and recommendations based on what has happened in the past

Elena Ibáñez

1. Analysing is not about reporting data24/01/10

Elena Ibáñez

2. Key aspects of each type of analysis (I)24/01/10

Type of analysis

Key idea How to do it

Purchasing Process

Analysing the conversion

funnel and the checkout process

1. Breaking the funnel down into several steps to find out where the opportunities are and where people are abandoning the process

2. Analysing the different behaviours throughout the process

3. Determining which choices visitors are making in each step and why

4. Understanding those behaviours based on different product lines, campaigns…

Lead Process Understanding the different

ways the site is driving users to make a contact

1. Understanding how each call to action performs2. Learning which offers drive the most value3. Analysing which calls to action to which method of

contact perform the best on all different levels of the site

Onsite Search

Improving the user experience and boost key

conversion metrics

1. % of visitors using search2. Searches per search visit3. % of exits from the search return page4. Conversion of search visits to sale5. Average items per order for search visits vs. nonsearch

visits6. % of searches with no results7. Top 10 searches

2. Key aspects of each type of analysis (II)24/01/10

Type of analysis

Key idea How to do it

Home Page Positioning the company to site visitors and help them find what

they need

1. Applying the rule less is more in giving visitors choices on the home page

2. Measuring ZAAZ Exit Ratio: site exits from a page/page visits to that page

3. Understanding where people are going from the home page and what they’re searching for

4. Carrying an attitudinal survey

Branding Metrics

Determining which business

goals can be influenced by

increased branding

1. Direct visitor traffic2. Perception studies3. Depth of exploration4. Repeat buyers5. Customer-satisfaction studies6. Branded searches7. Survey of offline purchasers8. Referral actions by visitors9. Offline campaign offers and coupons10.Blog buzz

Landing Pages

Reflecting the experience that

visitors had which drove

them to click in the first place

1. Analyzing audiences needs2. Analyzing audiences responses3. Analyzing landing pages performance based on the

marketing campaign4. Incorporating SEM key terms5. Customizing each of the landing pages

Elena Ibáñez

3. How to segment traffic (I)24/01/10

Why do we segment traffic?To optimize site performance by customizing the experience for different parts of the audience

How do we segment traffic?We can use current web technology. Some of the more useful ones:

First-time visitors Repeat visitors

Returning costumers Registered visitors

Visitors from mk campaigns Repeat buyers

Visitors directly from partner sites Visitors responding to a concrete call to action

Visitors with a certain behaviour in previous site

Elena Ibáñez

3. How to segment traffic (II)24/01/10

- When defining user segments, it is important to always keep an eye on site business goals- If visitors aren’t proactively segmenting themselves, we should use cookies or landing pages to track them- Then we have to define desired behaviours for each audience segment- And finally, customize content on a per-segment basis

Elena Ibáñez

4. Off line conversion and delayed conversion: how does it work?

24/01/10

Many times, users start getting the information through the Internet and then close the action in the offline world. It is important that we have metrics to track these movements, so we can improve every little step they find in the conversion funnel, starting with our landing page, our call center number…

Many times it is difficult to measure all the way through to the delayed conversion but it is the only way to identify the improvement areas.