Elephants And Analytics Presentation
- 1. Elephants and Analytics Three questions to ask your elephant
- 3. 78% of companies surveyed said data collection is not tied to business objectives or strategy Online Measurement and Strategy Report, E-consultancy, 2008
- 4. Web analytics is something
- 6. But when you get it
- 8. That elephant in the corner
- 10. which is largely ignored or goes unaddressed
- 11. Did you know...
- 15. 60,000 muscles
- 16. Elephants can use their trunks to...
- 17. trees
- 22. Shake coconuts out of palm trees
- 24. And pick up a pin or a coin
- 27. Don’t be afraid to try new things
- 29. Elephants didn’t uncork a bottle on their own
- 30. So you’ve got your shiny new web analytics platform
- 31. and it’s spitting out loads of numbers
- 33. Web analytics is not just about the numbers
- 37. Your audience needs
- 39. And you need to manage that gap
- 40. You can’t manage what you don’t measure
- 41. If you don’t understand why you’re measuring it
- 43. Problem is there’s so much you can measure
- 44. Just because you can doesn’t mean you should
- 45. What’s the point of analytics?
- 46. Gaining insight into user behaviour
- 47. To optimise your
- 48. From there, global domination
- 49. Getting the elephant out of the corner
- 51. What are your business goals? Who are your audiences? What does success look like?
- 52. Overarching Analytics Strategy Business Goals Audience Success •Leads •Recruitment •# of Leads •Sales •Staff •# of Sales •Revenue •Students •$ Revenue •Community •Media •% Conversion + •Business + •Engagement •Awareness = KPI’s
- 53. Don’t “report” on reports Stakeholders use different KPI’s
- 54. Remember
- 55. Not all sites have the same objectives KPI’s will be different
- 56. Goal: Optimise online recruitment campaigns Business Goals Audience Success •Leads •Prospectives •# of Leads •Sales •Staff •# of Sales •Revenue •Students •$ Revenue •Community •Media •% Conversion •Business •Engagement •Awareness
- 57. What really counts is conversions
- 60. Buying something Signing up for something
- 63. Establish a baseline 100,000 visitors 100% 5,000 start an application 5% 1,500 submit an 30% application $13,000 per application 1.5% 1.5% conversion / $19,500,000 revenue
- 64. Leads have value Page views have value
- 65. Start at the sale value and work back up the funnel
- 66. Consider all the touch points
- 67. Look at the campaign conversion rate by type of media, source, segment etc You can adjust your thinking accordingly (spend, volume, channel, location)
- 68. Don’t just look at the campaign though… Look everywhere
- 69. Look for sources of traffic that convert best 0.05% 0.14% 0.34% 1.56%
- 70. If they’re not converting find out why and improve it Reduced page bounce rate from 80% to 40% by changing design
- 71. If you have a multi-page process look for: •High step abandonment rates •Where they go if they abandon Then look at the questions on the form. Looks for reasons why they abandon. Are you asking for information they don’t have (passport number, drivers license etc)
- 72. If you’ve optimised you should see a small lift 100,000 visitors 100% 100,000 visitors 5,000 start an 5,000 start an application 5% 5% application 1,500 submit an 1,550 submit an 30% 31% application application $13,000 per application $13,000 per application $19,500,000 1.5% 1.55% $20,150,000 revenue conversion conversion revenue Lift in conversions +0.05% = $650,000
- 73. Remember, 0.05% is a tiny improvement but can yield significant results
- 75. Most people look at the numbers
- 77. All they’ll see is the big picture...
- 78. 1 million page views this month
- 79. They spend 5 minutes on our site
- 80. 200,000 visitors this month
- 82. But you’re missing the point
- 83. 5 minutes on the site
- 86. Depends on where they spent it
- 87. 5 minutes on the home page could mean they’re lost
- 88. 5 minutes on a content page could mean they’re engaged by it
- 89. So how can we tell if they’re engaged?
- 94. Top Pages report, with key metrics
- 95. International Paths – before redesign Color indicates propensity to become a lead Courses Low Average Page Views per visit High
- 96. International Paths – after redesign Color indicates propensity to become a lead (+ve increase) Courses Low Average Page Views per visit High
- 97. Segmenting by traffic source
- 102. Don’t assume all users want the same thing
- 105. Course interest by country
- 106. Searching for gold
- 107. Internal search offers great insight Users search for two reasons: 1) They can’t find what they’re looking for 2) They navigate through search
- 108. What our Students are searching for
- 109. Use seasonality to your advantage Buying books Exam timetables Looking at timetable Library information Term 1 Term 2
- 110. Optimise your user experience Tag clouds Quick links Search as you type Related searches Did you know…
- 111. Optimisation
- 112. Just because you like it doesn’t mean they do
- 113. Optimise conversions through real-time testing ZeroDash1 survey for eMetrics 2008
- 114. Test different creative, layouts and offers to optimise your conversions.
- 115. Mid Year 2009 – A/B Testing Conversion point: Application submitted Recipe 1 Recipe 2 Drives user directly to Drives user through a micro-site, then to Online Application System Online Application System Direct access to apply Qualification tool Quick user journey Extended content and email reminders But... a much longer user journey
- 116. Mid Year 2009 – A/B Testing results Recipe 1 Recipe 2 0.42% Conversion Rate 0.86% Conversion Rate 204% Lift in conversion against control $2,847,000 incremental revenue
- 117. Mid Year 2009 – Behavioural Targeting Target content to users based on their previous activity Higher propensity to convert Re-engage user if they have started but not completed an Better user experience application
- 118. Remember, 0.05% is a tiny improvement But can yield significant results
- 119. Don’t forget social network sites
- 120. Social media has different KPI’s Business Goals Audience Success •Leads •Recruitment •# of Leads •Sales •Staff •# of Sales •Revenue •Students •$ Revenue •Community •Media •% Conversion •Business •Engagement •Awareness
- 121. Track blog post views, time on page, pathing
- 122. They’re talking; are you listening?
- 123. The perfect analytics solution
- 126. Just because you pay for it doesn’t mean it’s more valuable
- 127. Just because it is free doesn’t mean it’s less valuable
- 129. Define your strategy
- 130. measure accordingly
- 131. Unleash the elephant
- 132. Tim Elleston
- 136. Any questions?