Advanced Techniques Using Web Analytics to Measure Results Nikki Malnati Regional Account Manager WebTrends Web analytics for smarter decisions

Your Website Is an Integral Channel Store Front Call Center Direct Marketing Customers Website

Don’t Become a Statistic Web Site 50% of web sales are lost because visitors can’t easily find content. ” “ Gartner Group 40% of repeat visitors are lost from negative experience. ” “ Zona Research 85% of visitors abandon a new site due to poor design. ” “ cPulse

Metrics Are Key to Management Store Front Call Center Direct Marketing Customers Website Store Front Sales per square foot Store-over-store sales Sales per customer Cost per call Resolution rate per call Terminated calls Response rate Sales per interaction Cost per response What are the key web metrics?

Completed Scenarios Top Exit Pages Total Page Views Total Hits Page views by Content Group Started Scenarios Return Visits Visits by Campaign Single Access Pages Top Pages Started Scenarios Page Hits Total Visits Visits by Campaign Forward Path Analysis Top Referrer Visits by Content Group Reverse Path Analysis Popular Keyword Search, Browser Type Duration The Web is the Most Measurable Medium Visits by Content Group Completed Scenarios Reverse Path Analysis Single Access Pages Total Visits Visits by Campaign Top Exit Pages Total Page Views Total Hits Forward Path Analysis Top Pages Started Scenarios Top Referrer Popular Keyword Search, Browser Type Started Scenarios Page HitsDuration Return Visits Visits by Campaign Page Hits Visits by Content Group Completed Scenarios Reverse Path Analysis Single Access Pages Total Visits Visits by Campaign Top Exit Pages Total Page Views Total Hits Forward Path Analysis Top Pages Started Scenarios Top Referrer Popular Keyword Search, Browser Type Started Scenarios Page HitsDuration Return Visits Visits by Campaign Page Hits Visits by Content Group Completed Scenarios Reverse Path Analysis Single Access Pages Total Visits Visits by Campaign Top Exit Pages Page Views Total Hits Forward Path Analysis Top Pages Started Scenarios Top Referrer Popular Keyword Search, Browser Type Started Scenarios Page Hits Duration Return Visits Visits by Campaign Page Hits Visits by Content Group Single Access PagesPage Views Top Pages Duration Return Visits Reverse Path Analysis Total VisitsTop Referrer Page Hits Top Exit Pages Total Hits Started Scenarios Top Exit Pages Total Hits Started Scenarios Single Access PagesPage ViewsDuration Visits by Campaign Match your analysis to your objectives

Acquisition Campaigns Search Broadcast Partners Banners Direct Mail Acquire Print

Acquisition Campaigns Search Broadcast Partners Banners Direct Mail Acquire Print

Analyzing Campaign Results Metrics by Campaign Type Visits Leads Conversion % Cost/Lead Newsletters30,0006,00020%$18 Banners50,0002,0004%$62 40,00010,00025%$14 Direct Mail2, %$80

Analyzing Campaign Results Metrics of Specific Campaigns Visits LeadsConversion %Cost/Lead Customer #110, %$125 Customer # %$45 Valentine’s Day Promo 20,0008,00040%$9 Spring Sale Promo 10,0003,00030%$12 Monthly Newsletter2, %$25

Driving Visitors to Your Site Doesn’t Mean… Welcome!

…That Your Site Will Entice Them to Convert Click away.

Understand Your Conversion Scenarios 20,000 Visitors Respond to Campaign 75% Visit Learning Center 50% Select Featured Course 30% Go to Registration Page 10% Enter Registration Data 5% Complete Registration 1,000 Visitors Complete Scenario

Small Changes Can Create Big Results 20,000 Visitors Respond to Campaign 75% Visit Learning Center 50% Select Featured Course 30% Go to Registration Page 10% Enter Registration Data 7% Complete Registration Just a 2% change can result in a dramatic difference. 1,400 Visitors +400 Complete Scenario

 Get visitors to go deeper into the site, to return multiple times, and to convert to customers Case Study: GeoPassage Objectives (Lead Generation & Commerce)

 Increasing retention: –Redesigned homepage to feature top destination countries –Increased return visitors by 30%; homepage no longer top exit page –On average, new customers visit the site 5 times before booking vacation packages, so they developed an newsletter to encourage repeat visitation (retention)  Determining what to feature in newsletter: –Gauged Italy pages to be the most popular content on the site –Featured Italy in newsletter, saw 400% increase in visits Case Study: GeoPassage Results