Analytics, Success Metrics & ROI Analyzing around web-based conversions using CII Here are two easy steps to run the audio along with this presentation: 1. Download the MP3 file here: URLURL 2. Cue it up to the 00:20 timestamp and press the play button as well as your computer’s down arrow key on this program. The narrative and visuals should play in sync until the 6:40 has elapsed!

I was a morbid child As a kid I was a little on the “husky” side

The Antlion As An Adult The marketer as predator

The antlion’s lair AntlionDinner!

Final Product Selection Shipping Selection Credit Card Sale The web conversion funnel 100 page views 50 page views 30 page views 15 page views

Antlion’s Lair = Conversion Funnel Conversion Conversion Funnel

Ants near the lair = opportunity! Page Views Conversion Conversion Funnel Side Top

The closer they roam, the more likely there will be dinner tonight

Likewise, the more ants that roam, and more often they roam nearby …

The better your antlion eats!

Most site owners know how to increase traffic to their funnels Banner ads Organic search Pay-per-click URLs on print ads Traffic from referral sites Directories Social bookmarking sites etc.

They’re less able to boost a visitor’s odds of lingering, or coming back

The challenge: People usually visit a site several times before entering a funnel, yet …

The challenge: They will only linger, or return, if you give them something of interest … … But,

The challenge: … there is no objective way to measure visitor interest in a page’s content. And you can’t manage what you don’t measure.

Now interest can be measured The Content Interest Index helps you coach your content managers on how to make your site more sticky.

It answers the question: What do ants like to eat?

It does this by studying ant behavior This metric learns what ants are taking back to their nest.

… It also observes what they tell each other about their recent visit.

So you can ensure that you’ve covered the area near your funnels with what’s most interesting to your prey. Er, market.

Download my full case study in Acrobat formDownload my full case study in Acrobat form. Thank you! Please forward this freely, and visit or Jeff Larche at or call him at (414) Thanks!