Measure Digital to Ignite Results not Reports Peter Howley, Principal Consultant Empirical Path

‣ Introduction ‣ Status Quo ‣ Count Conversions ‣ Segment Audience ‣ Test Ideas ‣ Share Insights agenda

About me ‣ Led web analytics at washingtonpost.com ‣ Led branding business at #1 online ad network ‣ Founded Empirical Path in 2002 ‣ Earned Google Analytics and Omniture certifications

Why measure? ‣ Defend digital investment ‣ Compare online to offline ‣ Right-size digital investment ‣ Re-allocate to most valuable activities ‣ Celebrate and reward successes ‣ Learn from mistakes

status quo Reports that measure only how many people entered the funnel: ‣ Impressions ‣ Visits ‣ Unique visitors ‣ Friends ‣ Followers

Count conversions Measure how many times they complete the funnel (& achieve campaign goal): ‣ Purchases ‣ Social shares ‣ signups ‣ Contacts via form & phone ‣ File downloads ‣ Video views

Main Domain Conversions: offer

Vendor Domain Conversions: checkout

Conversions: funnel report NOTE: All data disguised Show all, new, returning, or campaign, etc. visits

Conversions: cross-channel NOTE: All data disguised

Only cumulative share data No share data Conversions: sharing

Conversions: report NOTE: All data disguised

segment audience Measure conversion rate for each key segment of visitors. ‣ Traffic source (PPC, , SEO) ‣ Geography ‣ Loyalty (new, returning) ‣ Content interest ‣ Prior purchase ‣ Answers to survey questions

Segments: visitor type Unique content for each audience

Segments: visitor type

Segments: visitor type reporting NOTE: All data disguised Row for each segment…in any report Conversion rates for multiple goals

Segments: ad campaigns

Segments: social campaigns

Segments: partner campaigns

Segments: Campaign tagging 1 row for each link or set of links worth tracking Ties in other analytics tools Tells analytics which channel worked

Segments: Campaign tagging

Segments: Campaign reporting Revenue Other Conversions

test ideas Experiment with ideas and use conversion rate in key segments to pick a winner: ‣ Landing Page ‣ Ad Copy ‣ Home Page ‣ Offer ‣ Discount ‣ Button color AB

Above-the-fold call-to-action 23% of next clicks from the homepage are to promotions Test ideas: inspiration

Carousel dominates above-the- fold Copy pushes everything but Carousel below fold 79% of page views are entries to the site Test ideas: analysis

Test ideas: execution

Revenue per Pageview shot up Bounce rate improved Pageviews dropped as client cut PPC Test ideas: results

Visits viewing page spent 32% more despite falling 73% Oh yeah! Test ideas: results

Downplay; 9% click but 27% of those come back Shrink; pushes products & prices down Keep; 18% of entrances click Lose; draws eye from product art & headline Test ideas: analysis

Test ideas: results

share insights Get analytics reports, findings & recommendations to decision-makers ‣ Build useful dashboards ‣ reports automatically ‣ Try out mobile apps ‣ Display real-time metrics

dashboard

Auto- ed report

Mobile apps

Real-time displays

Goal completed ‣ Go beyond default reports ‣ Measure conversions and segments ‣ Put data into action by testing ideas and sharing insights

Thank you Questions now? Questions later: ‣ ‣ ‣ Facebook.com/EmpiricalPath