Presentation on theme: "Building Blocks Understanding and quantifying how your website is performing is a complex task. There are so many tools and activities available to marketers."— Presentation transcript:
Building Blocks Understanding and quantifying how your website is performing is a complex task. There are so many tools and activities available to marketers these days that help to drive and convert traffic it’s hard to know where to start and where to focus. A measurement framework helps businesses to benchmark performance, by presenting information in a consistent format as well as pinpointing areas for improvement. Measurement Framework?
Building Blocks 1)Be tied to your company’s business strategy. 2)List clear objectives which performance can be measured against over time. 3)Outline what tools the business can utilise to collect data 4)Pinpoint what KPI’s will be measured to track performance against objectives. 5)Detail what activities will be undertaken to help achieve the objectives. A Measurement Framework should…
Building Blocks Objective 1: Increase website traffic by 20% by over H2 of 2015 whilst growing % Organic Traffic against % total traffic Supporting Business Objective: Increase online revenue by 5% Activities -Keyword research -Competitor research -SEO keyword optimisation -Link building -Targeted PPC campaigns -Display Advertising -Social media marketing -Targeted email campaigns KPI’s -Website traffic -Volume of organic search % total traffic -Search engine keyword ranking -Competitor market share search reports Example Measurement Framework Tools - Google Analytics - Google Adwords - SEO tools - Competitor Research Tools
Building Blocks Objective 2: Increase user engagement across the website as a whole whilst reducing site wide bounce rate below 40% by H2 of 2015. Supporting Business Objective: Increase online revenue by 5% Activities -Create persona driven high value content. -Implement data capture value exchange campaigns -Personalise content based on content consumption -Conduct A/B testing -Dedicate a team to tactical BAU changes -Conduct User Tests KPI’s -Page views -Conversions (downloads, contact forms) -Time on site -Pages per session -Returning users -Bounce rates -Page load speeds Example Measurement Framework Tools - Google Analytics - Remote User Testing Tools - Personalisation module - Site Surveys