Optimizing your business online Web Analytics How to raise effectiveness of websites and advertising campaigns Andrew Yunisov Managing Partner

WebProfiters — effective online marketing and web analytics Frequent visitor flow scenario Site CPM, PPC $$$ Organic, Referral $$$ Lost clients Clients 1-3% conversion 40-50% bounce rate Others are ‘unknown’

WebProfiters — effective online marketing and web analytics Visual Example A company runs PPC product campaigns Budget for PPC: $3,500 / month 3 Many keywords with high bounce rates (up to 80% and even more) Loss from bouncing keywords ~ $1,600 / month (45% of ad budget)

WebProfiters — effective online marketing and web analytics 4 Before: 1-3% conversion / 40-50% bounce After: 5-10% conversion / 20-30% bounce What are Web Analytics? Web Analytics – the objective tracking, collection, measurement, notification and analysis of quantitative Internet data with the goal of optimizing websites and online marketing initiatives (Web Analytics Association)

WebProfiters — effective online marketing and web analytics What does web analytics entail? 5 Standard visitor report – only answers the question “What is happening?” Web analytics mission – to answer the question «Why is this happening and what can be done further?»

WebProfiters — effective online marketing and web analytics Numbers – nothing more than numbers… High number of page views (e.g. for specific keyword) Is this from good content or difficult navigation? Popular exit pages Intended exit pages or bad page quality? High percentage of new visitors A good trend or very few returning customers? There are many hidden secrets in data. The key is to use full analytics cycle to make numbers insightful and actionable. 6

WebProfiters — effective online marketing and web analytics 7 Optimize site for optimal behavior Find out the client’s impression on the site Data insights Behavior ImpressionResult Clickstream analysis Click data segmentations ‘Numerical analysis’ Visitor satisfaction Surveys A/B or MVT testing ‘Client voice’ Orders Conversions Transactions and AOV ‘Nuances of results’ Increased KPIs Full analytics cycle: Trinity model by Avinash Kaushik

WebProfiters — effective online marketing and web analytics Site surveys – what should one ask visitors? Why did you come to our site? (various answers) Was your visit successful? (Yes/No) Did you find the information you needed quickly? (Yes/No) Did you find the information on the site to be complete? (Yes/No) Was the information given in an understandable way? (Yes/No) What changes to the site would you recommend? (various answers) Survey is effective when you have an incentive for its completion. Every insightful data is paid and this is the cheapest one. 8

WebProfiters — effective online marketing and web analytics Components of a survey using Bitrix CMS 9

WebProfiters — effective online marketing and web analytics Example survey in Bitrix CMS 10

WebProfiters — effective online marketing and web analytics Example survey in Bitrix CMS 11 Discount on ticket after survey 80% of visitors viewing the schedule Schedule is on main page, that’s why it will be a bounce in the counter However, the visitor goal is completed The redesign pattern changed – no need for a new website, just add additional event blocks on main page Redesign cost reduction, sales in club (offline) grew by 30%

WebProfiters — effective online marketing and web analytics Testing allows you to check design efficiency before implementation Every change on website that could affect its economic value should be tested Variety of testing instruments: Google Website Optimizer or Bitrix CMS additional script Example of the content elements testing for main page optimization: Р, Руб. or $, «Get money» or «Request a proposal» and hero text Example of MVT-testing 12

WebProfiters — effective online marketing and web analytics Example of MVT-testing 13 Variation 2 was best Advertising costs savings – 12% Number of orders doubled 2 1 3

WebProfiters — effective online marketing and web analytics Answer the question: «What keywords are the least effective and why?» Optimize landing pages and/or change keywords 14 Keyword testing

WebProfiters — effective online marketing and web analytics Answer the question: «What pages are least effective?» The next step is to determine the causes of ineffectiveness 15 Analysis of popular pages

WebProfiters — effective online marketing and web analytics Why is a page ineffective? 16 Page navigation patterns Page clickmap (site overlay or in-page analytics)

WebProfiters — effective online marketing and web analytics 17 Better understanding of link visibility on page Best way to understand page interface problems Post-click analysis

WebProfiters — effective online marketing and web analytics 18 Internal funnel followed by only 1/66 or only 2% Entry page to funnel needs to be checked (navigation/overlay/clicktale) Website funnels analysis

WebProfiters — effective online marketing and web analytics Funnel drop analysis using CliсkTale 19

WebProfiters — effective online marketing and web analytics Form analytics using ClickTale 20 Get insights on visitor interaction with each field Delete/rename dropping fields

WebProfiters — effective online marketing and web analytics Internal website search analysis 21 Find the queries that don’t have landing pages Analyze queries – for online store it means data-driven e-store assortment management Non e-commerce – find the content to be added on website

WebProfiters — effective online marketing and web analytics The most insightful report for managers 22 Measure weighted conversions – contact page entry and lead have different business value

WebProfiters — effective online marketing and web analytics 23 Monitoring NotifyingImproving Analyzing Measuring Continual web analytics process

Thank you for your attention! Any questions? 24 Andrew Yunisov +7 (903)