At the A4U Expo in London on 13th & 14th October 2009, I spoke on web analytics. Here’s my presentation slides in a range of formats for you to browse:
- Jump to Slideshare presentation
- Jump to Scribd presentation
- Jump to transcription of my slides in plain text
And these are my original blog posts from October 2009 on: I’m Speaking at A4UExpo London 2009 and A4U Expo Slides: Barriers to Conversion and Discovering Untapped Opportunities with Analytics.
Barriers to Conversion Web Analytics A4U presentation on Slideshare
View my presentation in a slideshow format below:
Barriers to Conversion Web Analytics A4U slides on Scribd
Scroll through my A4U web analytics presentation slides on Scribd:
Transcription of my Barriers To Conversion And Discovering Untapped Opportunities With Analytics presentation slides>
Below is a transcription of my slides if you do not have the relevant plugins installed on your current browser:
- performance led digital marketing latitudegroup.com
14/10/2009 Joanna Butler, SEO & Online Marketing Consultant
- Barriers to Conversion & Discovering Untapped Opportunities with Analytics
About Joanna Butler
• SEO, web analytics and online marketing strategies
• I work with blue chips and SMEs at Latitude
• Horse rider, photographer and London tourist
• I blog at: SearchEngineChocolate.com
Search Engine Chocolate .com
- Barriers to Conversion & Discovering Untapped Opportunities with Analytics
What is Web Analytics?
• Spans all channels
• Informs marketing strategy
• Can save/make you money
- Barriers to Conversion & Discovering Untapped Opportunities with Analytics
What is Web Analytics?
Before the
“How do I…”
should be the
“Why do I want to…”
…track these statistics?Information without a purpose is like having a car without a licence.
- Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Analytics Methodology
SMART aims:
Specific
Measurable
Achievable
Realistic
Time-related - Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Tracking: Engagement
Set up goals :
Track outbound links
href="http://www.example.com" onClick="javascript:
="javascript
<a href="http://www.example.com" onClick="javascript:
pageTracker._trackPageview(‘/outgoing/example.com’);
(‘/outgoing/example.com’);">pageTracker._trackPageview(‘/outgoing/example.com’);">
Track on event
<a href="http://www.example.com" onClick="javascript:
href="http://www.example.com" onClick="javascript:
="javascript
pageTracker._trackEvent(‘Videos’, Wind’);">
pageTracker._trackEvent(‘Videos’, ‘Downloaded’, ‘Gone With the Wind’);"> - Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Analytics Methodology
• Segmentation: it takes two (or more!)
• Averages are deadly! The useful bit!
- Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Tracking
• Warning!
Users may not have Cookies enabled
- Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Tracking: Technical
- Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Tracking: Marketing Efforts
- Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Tracking: Engagement
- Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Tracking: [Target] Demographics
- Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Creating Segments
- Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Creating Segments
- Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Creating Segments
Voucher code + High bounce rate
= Has your voucher code expired?• Give an alternative offer
• Error = bad experience - Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Creating Segments
- Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Creating Segments
- Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Creating Segments
iPhone or netbook
= Conference attendee?• What content interests you?
• Did you click an outbound link
link?
• How long did you stick around? - Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Creating Segments
- Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Creating Segments
- Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Creating Segments
• Collect user data
• Learn what makes them tick - Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Example stats to track
What is the behavioural pattern of your target customers?Directed information seekers
Experienced, specific product
Undirected information seekers
Surf, browse, novice / experienced
Bargain hunters
Free, prizes, sales, promotions
Directed buyers
Specific product, price
& product comparison sites
Entertainment seekers
Interact, social, content important - Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Example stats to track
Using the ‘ALEA’ model…
What processes do your customers go through before converting? - Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Example stats to track
Another idea:
…of outbound clicks
- Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Example stats to track
Ladder of Loyalty
Get them hooked! - Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Example stats to track
I’m a merchant, what can I do?
Share relevant data
• Demographics
• Trends
• New products
• Your experience
Product feed
Choice - Barriers to Conversion & Discovering Untapped Opportunities with Analytics
If you remember anything, remember this:
“ Assumption
is the mother of all
*mess-ups!
…let your customers decide!
”
* Quote from Under Siege 2: edited for general audience - Barriers to Conversion & Discovering Untapped Opportunities with Analytics
Thank you!
Ask me questions
Joanna@searchenginechocolate.comFollow me on Twitter
@JoannaButler
