10 Ways to Be Strategic with Web Analytics
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The document outlines ten strategic approaches to enhance web analytics effectiveness, emphasizing the importance of focusing on site goals and aligning data analysis with business objectives. Key strategies include prioritizing actionable insights over mere metrics, using balanced scorecards, and fostering accountability within teams to drive performance improvements. It encourages asking deeper questions around data to identify opportunities for optimization and better decision-making.
10 Ways to Be Strategic with Web Analytics
- 1. 10 Ways to Be Strategicwith Web AnalyticsFebruary 2011www.NowMediaMarketing.comCopyright 2011 James R. Smith
- 2. 10. Keep Your Eye on the PrizeYour Web site exists for a purposeFind itArticulate itWork towards achieving itDesign the site around that goalLook at metrics that relate back to that goalContinuously improve
- 3. 9. Not everything that can be counted countsDon’t count for counting’s sakeWeb analytics exists for no other purpose other than improving site performance“You can learn many interesting things by analyzing data. But you should only spend your time looking at info that identifies opportunities for improvement.” from Actionable Web Analytics Pg 53
- 4. 9. Not everything that can be counted countsCan Be CountedCounts
- 5. 9. Not everything that can be counted countsHitsGain FaithVisitsVisitorsFurther Lord’s WorkPage ViewsRegistrationsConversion RatePurchasesClick thruDevelop TestimonyBounce RateCan Be CountedCountsTime on SiteTime on Page
- 6. 8. Be CompellingYou might not be a PhD statistician or know how to run a multi-variate test or know how to set intervals with two standard deviations…But you can be compelling
- 8. 7. Data Beats Guesses
- 9. 7. Data Beats Guesses: Two Case StudiesShould you offer users help to adjust font size?Studies say yes100% of people who cited external data were right25% of people who relied on personal opinion were rightBasing decision on data quadrupled the probability of being rightA/B test: Version A and B of online banking interface
- 10. 3 usability attributes: Time to Complete, Success Rate, and Satisfaction
- 11. On all 3 attributes, version B scored best
- 12. Showed designs to people in web design course
- 13. Going on personal guesses, probability of choosing best design was 50%http://www.useit.com/alertbox/guesses-data.html
- 14. 6. Questions Before Data
- 15. 6. Questions Before DataWe must understand the difference between a business question and a report requestThese are all report requests…How many hits has the site gotten?How much traffic is coming to our website?What’s the bounce rate?Ask: What business problem are you trying to solve?
- 16. 6. Questions Before Data: ExampleRequest for Data: How many people click on the Carousel Hero Banner on LDS.org?Real Business Question: Are the benefits of Carousel Hero Banner worth the screen real estate it takes up?
- 17. 10K Clicks60K Clicks20K Clicks2K Clicks
- 18. 6. Questions Before DataAdvice to Analysts:Seek to understand the strategic questions of the businessDon’t just provide data. Provide answers and insights.Advice to Business folks:Bare your soul. Share questions that keep you up at nightSeek insight, not just reports.Soon you’ll be getting (or giving) questions like:How can we improve the registration rate on our site?What are the most productive sources of traffic?What is the impact of our website on our call center?Which banner ad is most effective in driving conversions?
- 19. 5. Ask “So What?” Three Times
- 20. 5. Ask “So What?” Three Times“Ask every web metric you report the question "so what" three times. Each question provides an answer that in turn raises another question (a "so what" again). If at the third "so what" you don't get a recommendation for an action you should take, you have the wrong metric. Kill it.”By AvinashKaushik, www.kaushik.net, Kill Useless Web Metrics: Apply The "Three Layers Of So What" Test, Mar 8, 2010, Emphasis added.
- 21. 5. Ask “So What?” Three TimesExampleAnalyst: “Our search engine referrals have increased 10%.”Business Owner: “So what?”Analyst: “The data shows the visitors who come to the site through search engines are twice as likely to register.”Business Owner: “So what?” What do we do?”Analyst: “I have identified dozens of keywords that we should target. Optimizing pages around these phrases could double our search referrals, and drastically increase registration rate and volume.”Business Owner: “That’s fantastic. Let's do it.”
- 22. 4. Use a Balanced Scorecard
- 23. 4. Use a Balanced ScorecardAny one metric can be manipulatedVisitors: can be inflated thru aggressive marketingBut bounce rate may sufferPage views: can be increased (or decreased) due to site designBut return visitor numbers may sufferConversion rate: can be increased by targeting niche audiencesBut overall conversions may decreaseTime on site: can be increased by adding interesting contentBut that may distract from sites goals and reduce conversionTry getting multiple metrics to improve simultaneously
- 24. 3. Look at trends rather than levelGive data context through… TrendsPercentagesComparisons
- 25. 15,000 iPhones visit LDS.org each month (report from summer 2008)How confident are you in that exact number? Low.High degree of confidence in: The upward trend over timeThe % of iPhone visitors (~1% of LDS.org visitors)The distribution of iPhone usage across our websites More iPhones use Scriptures and Gospel Library than other websites
- 26. 2. Align Goals and Tactics
- 27. 2. Align Goals and TacticsStrategicTacticalThe tactical metrics are indicators on how well a site is performing against high-level goals.Determine how user behavior on your website relates to your overall business goalsPrioritize web projects based on their relevancy to business goals and ability to move key metrics.
- 28. KPIsTactics/ Site FeaturesObjectivesPurposeGoalsVisits, Downloads, Views, Time on Page, Bounce Rate, Search RfTalk on Why ShareMotivate and InspireInspire members to share the gospel onlineWhy I Share – StoriesVisits, Views, Time on Page, Bounce RateInform and provide examplesOther A/V Videos:Bounce Rate, Search ReferralsIn Plain English: RSS, Social Bookmarking, etc.Views, Time on Page, Bounce Rate, Hasten the Work of the Lord though sharing the Gospel and Reputation ManagementInstruct How to OnlineTeach members how to share the gospel onlineMost Popular content and sections, site search terms, zero result searches, search conversionSite Search and NavigationProvide findable and sharable contentProvide Optimized Image GalleriesVisitors, Downloads, Search Ref, Key images Google RankDistribute Optimized ContentCode Grab Its, Widget and Badge Referrals, LP Google RankProvide Badges and Widgets for Key Landing PagesBlog, BadgesRSS subscribers, Comments, Badge ReferralsPush out negative results in SERPsOptimize site itselfSearch referrals, Bounce, Visitor growth, Usage stats : % of visitors liking, # of times sharedShare It, Fav-ing and Liking-type featuresSubmit Pictures: “Temple” pictures, etc.User Generated Content# of submissions, # of good submissions
- 29. 1. Hold People Accountable
- 30. 1. Hold People Accountable#7 of Omniture’s Seven Common Mistakes in Web Analytics: No accountability for Web data“Accountability drives adoption and change.”From Seven Keys to Creating a Data-Driven Organization “When performance is measured, performance improves. When performance is measured and reported, the rate of improvement accelerates.” Thomas S. Monson
- 31. 10 Ways to Be Strategic with Web Analytics10. Keep Your Eye on the Prize9. Not everything that can be counted counts8. Be Compelling7. Data Beats Guesses6. Questions Before Data5. Ask “So What?” Three Times4. Use a Balanced Scorecard3. Look at trends rather than level2. Align Goals and Tactics1. Hold People Accountable
- 32. 10 Ways to Be Strategicwith Web AnalyticsFebruary 2011www.NowMediaMarketing.comCopyright 2011 James R. Smith