Web analytics-advance
- 8. Analytics & Marketing Funnel Visitors Viewing a product category page Viewing a product page Viewing the shopping cart Completing an order 1 2 3 4 Goal = visitors become customers Optimize your conversion process to maximize conversions Where do most visitors drop out?
- 9. The Conversion Funnel Optimize your conversion process to maximize conversions Where do most visitors drop out? 1 2 3 4 5 6 7 Funnel Goalpage Flight availability Results page Order complete 18,5 % Search page Reservation Confirmation Payment form 0.25% 59,6% 42,1% 37,4% 30,3% 95,4 %
- 10. The reasons for visitor drop-out Optimize your conversion process to maximize conversions Identify reasons for high drop-out Exits = 95.4% Exits = 59.6% Exit Reasons: • Overlong payment form • Poor layout Exit Reasons: • Poor search experience • Availability checker very clunky Visitors Customers
- 11. Conversion Funnel 2 Optimize your conversion process to maximize conversions Where do most visitors drop out? 1 2 3 4 5 6 7 Funnel Goalpage Flight availability Results page Order complete Search page Reservation Confirmation Payment form 0.25% Improved layout Improved layout Removed 2.23%
- 12. Conversion Funnel 2 Optimize your conversion process to maximize conversions Where do most visitors drop out? 1 2 3 4 5 6 7 Funnel Goalpage Flight availability Results page Order complete Search page Reservation Confirmation Payment form 0.25% Improved layout Improved layout Removed 2.23%
- 13. Conversion Funnel 2 Optimize your conversion process to maximize conversions Where do most visitors drop out? 1 2 3 4 5 6 7 Funnel Goalpage Flight availability Results page Order complete Search page Reservation Confirmation Payment form 0.25% Improved layout Improved layout Removed 2.23%
- 14. Conversion Funnel 2 Optimize your conversion process to maximize conversions Where do most visitors drop out? 1 2 3 4 5 6 7 Funnel Goalpage Flight availability Results page Order complete Search page Reservation Confirmation Payment form 0.25% Improved layout Improved layout Removed 2.23%
- 16. Any website may have more than 1 goal… 17 ● Information ● Content Consumption ● Leads ● Sign ups / Registrations ● Sell products ● Loyal visitors Identifying Your Site Goals What do you expect of your website?
- 17. 18Primary GoalsSecondary Goals Quantifying Your Site Goals : Converting goals to KPIs
- 18. 19Primary GoalsSecondary Goals Funnel TrackingContent Consumption GOAL!! No goal Measure Your website Goals
- 21. Challenge 1: Inaccurate & inconsistent data through web analytics Implementing it RIGHT Expect application discrepancies Get the expert- do not think everything can be done In-house Choose a system of recording data Consistent reporting
- 22. Challenge 2: Organization processes and structures impacting analytics implementation Marketing involvement in analytics implementation Management reporting to be segmented Regular monitoring of data & reporting
- 23. Challenge 3: Analytics data is siloed Create customized goals & reports Populate dashboards Integrate with sales/BI systems for accuracy
- 24. Challenge 4: Videos, Actions, Games & Social Applications
- 25. Reports
- 26. Reports Improve your site and increase marketing ROI
- 27. Visits
- 30. Which Traffic Source is Performing?
- 32. Save Frequently Used Reports to Dashboard
- 33. Schedule reports to be delivered via Email
- 34. Advancements in Analytics Mobile analytics Some applications Desktop ticker Social Analytics Other Possibilities • Sync with Sales/lead management systems • Multiple Profile dashboard • Alert system-mobile linking 17
- 35. Thank You
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