1. © Copyright The Internet Specialist 2012 Getting Serious about Web Analytics 7 Steps for maximising Website Performance

2. © Copyright The Internet Specialist 2012 £ Maximum Sales Your primary objective = Maximum Website Performance More Quality Visitors Website More Engagement Involvement Action Satisfaction Maximum Performance

3. © Copyright The Internet Specialist 2012 Success (mainly) depends on 1. What you do to drive quality visitors to your web pages = brand building / the right on/offline channels & messages 2. How well you engage & involve them and turn them from passive to active = landing page optimisation / calls to action But also: 6. Knowledge of what's happening on your website 7. Using it to achieve consistent performance improvement 8. Managing performance over time to maximise sales

4. Stage 1 Quality Traffic Generation Natural Search Ads Google / LinkedIn / Facebook Video / You Tube Dailymotion / Vimeo On / Offline PR Social Networking / Blogs JV's / Affiliates / Referrals Direct Mail Telemarketing / Email Stage 2 Visitor Retention & Conversion to lead Interesting Content + Call to Action = Compelling reason to Buy / Try / Contact Stage 3 Contact, Build Relationship & Close sale Contact Voice / Email Relationship Voice / Email Purchase Consideration Purchase £ Purchase £ Events / Shows Webinars / Sales Promotion Landing Pages Web Traffic Generation and Visitor-to-Sales Conversions Using your website as a sales conversion engine © Copyright The Internet Specialist 2012

5. Start Here Planning Measurement & Analysis Set SMART objectives On / Off page SEO Google AdWords, LinkedIn, Facebook PR, Social Networking, Webinars,Video Landing page optimization Set Key Performance Indicators (KPIs) & Google Analytics goals Measure & analyse KPI and goal data Performance Report Monthly / Quarterly Annual Performance Report Agree / Implement Actions to improve performance Reporting & Recommendation Web Performance Management © Copyright The Internet Specialist 2012 Review & I mplementation Web Performance Management A systematic method for increasing website performance

6. Start Here Planning Measurement & Analysis Set SMART objectives On / Off page SEO Google AdWords, LinkedIn, Facebook PR, Social Networking, Webinars,Video Landing page optimization Set Key Performance Indicators (KPIs) & Google Analytics goals Measure & analyze KPI and goal data Performance Report Monthly / Quarterly Annual Performance Report Agree / Implement Actions to improve performance Reporting & Recommendation Web Performance Management © Copyright The Internet Specialist 2012 Review & I mplementation Web Performance Management Not for Today For Today

7. © Copyright The Internet Specialist 2012 Why get serious with Web Analytics? 1. Find out what's working 2. Find out what's not working 3. Eliminate blind guesswork that leads to poor decisions 4. Get Quantifiable insight that leads to informed, quality decisions that will consistently improve website performance.

8. © Copyright The Internet Specialist 2012 One very important thing for E-Commerce!

9. © Copyright The Internet Specialist 2012 Step 1: Commitment Commit to: 1. Dedicating specific time and resources (outsource if necessary) 2. Using web analytics long term as a primary tool for achieving website objectives 3. Consistently measuring and analysing data 4. Using the results to make informed decisions to take actions for performance improvement Remember: Knowledge without action is meaningless

10. © Copyright The Internet Specialist 2012 Step 2: Set your KPIs "KPIs, or Key Performance Indicators, represent the key factors, specific to your organisation, that measure success” 1. Based on Overall Business Objectives & Key Results (OKRs) 2. Specific to your business 3. Usually long-term considerations 4. Drive business-critical actions for better long term sales

11. © Copyright The Internet Specialist 2012 Example OKRs & KPIs Business OKRKPI Lower cost of marketing % of buyers via unpaid search Lower cost of AdvertisingAverage cost per click Improve the visitor experience Bounce Rate Visits to Help pages Negative search results Increase impact of social marketing Social visitor purchases Social newsletter sign ups Social time on site

12. © Copyright The Internet Specialist 2012 Step 3: Define & Set Web Analytics Goals "Defining your website goals is one of the most important steps in configuring your web analytics” Example Goals Track PPC purchase conversions for a promotional offer Track purchase conversions from a specific Call To Action Track new account registrations Recommendation: be very specific & keep your goals to a minimum

13. © Copyright The Internet Specialist 2012 Step 4: Select & set up reports Select reports that: 1. Match your KPIs 2. Provide sufficient detail but not too much Recommendations: 1. Start with a modest set of reports then expand as needed 2. Don't drown in a swamp of analytics data!

14. © Copyright The Internet Specialist 2012 Goal Completions Report Total goal completions and conversion rate

15. © Copyright The Internet Specialist 2012 Assisted Conversions Report Which channels play the biggest role in assisting Goal conversions?

16. © Copyright The Internet Specialist 2012 E-Commerce Visits to Transaction Report Detailed view of visits taken to transaction

17. © Copyright The Internet Specialist 2012 E-commerce Mobile Visitors Report How visitors using mobiles impact your sales

18. © Copyright The Internet Specialist 2012 E-commerce AdWords Visitors Report How AdWords visitors impact your sales

19. © Copyright The Internet Specialist 2012 Social Referral Report See which social channels are driving visits

20. © Copyright The Internet Specialist 2012 Flow Report How visitors interact with your web pages Drop offs

21. © Copyright The Internet Specialist 2012 Real Time Visitors Report What's happening on your pages in real time?

22. © Copyright The Internet Specialist 2012 Step 5: Organise your data

23. © Copyright The Internet Specialist 2012 Step 6: Present your data

24. © Copyright The Internet Specialist 2012 Step 7: Review, Discuss, Act l. Set a regular meeting monthly or quarterly 2. Review and discuss implications of KPIs and Goal data 3. Decide on actions to implement corrections / improvements And 4. Consider possible effect on SMART objectives

25. © Copyright The Internet Specialist 2012 The 7 Steps l. Commit to using web analytics long term 2. Set your KPIs 3. Define your web analytics goals 4. Select and set up your reports 5. Organise your data with dashboard(s) 6. Present your data on a Scorecard 7. Review, discuss, act.

26. © Copyright The Internet Specialist 2012 jns@theinternetspecialist.co.uk Jeremy Nelson-Smith www.theinternetspecialist.co.uk