CAR MANUFACTURER “X”ANALYSIS OF WEBSITE KPI’S

Date: 08 February 2010Presented by : Group A – Anne, Elena, Filipe, Leonardo, Gonzalo and Rahul Master in Digital Marketing , Class of 2010, IE Business School

BackgroundCar Manufacturer “X” offers cars in all the ranges from cheap to the executive levels. The company is not a leader in the space but is known to produce cars with great design and value for money. The most popular model of the low end segment is targeted at the youth, and the higher segments at businessmen in the 30-45 yrs age category

Business Challenges

Website as the Tool

KPI’s for the Website

Tracking and Analyzing the KPI

Segmenting the traffic

Measuring Offline Sales

Business Challenges and Problems

Lack of Brand Affinity and Awareness to increase the Customer “Love” for the brand X to be a preferred choice in all the segment

Lack of after sales customer service

Website as the key marketing platform towards the solution

Branding

Customer Service

Lead Generation

Ecommerce

The Primary goals of the website should enable a solution for the key problems in the business and finally lead to an increase in sales

Hence, the website KPI’s also should be in the order given

Laying out the KPI’s for the key goals of website

Branding• Number of Views

across Models• Avg. Time spent on

the site and Sections

• Number of Shares to Social

• Drop Outs and Bounces on the website

• Branded Website Section Search across the web

• Depth of exploration on the website

• Number of registrations for accessing Website Content

• Number of Repeat Visits

Customer Service• Number of

Customer Requests Vs. Gratification

• Number of Triggered Service Communication

• Measuring Entry and Exit Surveys based on a Customer Satisfaction Metrics

• Website Search to Find ratio

• Reduction in Number of Call Centre requests

• Number of Referrals generated per registered customer

• Number of Repeat Requests

Lead Generation• Number of people

starting vs completing Registration for test Drives

• Avg. Time spent for Registration

• % of Leads to test drive( Quality of Leads)

• % sales from the Leads

• Avg. time of closure of a sale

• Total Visits vs. Total Leads

• Number of Registered Users vs. Registered Test Drivers

• Number of repeat registers

Ecommerce• Number of Coupons

Generated• Number of People

starting vs. completing registration

• Avg. Time spent for completing process

• Number of Registered Test Drivers vs. buyer

• Number of Registered user vs. buyer

• Number of repeat buyers

Key analysis for the KPI’s• Homepage ZaaZ ratio should be closely monitored and changes to be tested and

optimized using multiple creative designs• Traffic through search engine and keywords should be analyzed and more of

those keywords to be accommodated in the website copy• Click behavior across the page and sections should be monitored closely• Pages from where drop out from website happens in a sessions should be

analyzed• All engagement tools like Feature Comparison should be clearly assessed and

removed if certain tools are not working, Only relevant tools for the customer should be made visible at all times

• Usage of share to social web widgets should be monitored to always get maximum

• Repeat buyers

Branding

• Survey Questionnaire Management is critical , Dynamic Entry and Exit surveys based of user behavior will generate more responses

• Ease of Registration and Request Handling• Referral to friends and Tactics to increase this ratio• Analyze average customer communications and personalization of messages to

his/her needs in the logged in sections• Track repeat visits and promote sections of website based on historic behavior

Customer Service

Key analysis for the KPI’s

• Monitor Landing Pages and optimize them based on click behavior

• Optimize landing pages or section based on referral site• Reduce Steps to Registration and Manage drop outs• Analyze trends of purchase post registration for Test drive• Analyze the sections visited by leads through a campaign• Understanding how each call to action performs and which

offers work better

Lead Generation

• Monitor Step by Step purchase funnel and the analysis by product line or campaign

• Analyze customer surveys to tweak issues in registration• Track repeat Buyers and analyze ease of purchase and click

behavior• Track Drop outs throughout the funnel

Ecommerce

Segmenting the traffic

•Deals and Offers•News Area for products•Referral for friends and Share to Social

•Landing Pages should sell the Campaign Product and Push Registration

•Customized “Hot Box” on the page based on category of referral site

•News Area on Products•Test drives and Promotion of campaigns happening

•Personalization of content based on user selection

•Push registration on to Various Content Tools like Car Comparison, Configurations etc.

•Promote Sharing to Friends•News Area on latest Products

Repeat Visitors Registere

d UsersRegistere

d and Transact

edReferral Sites and Campaig

ns

Measuring Offline Sales E-couponing redemption rate Online test drive registrations to

sales conversion rate Consumer-centric offline survey at

the dealership Including this survey into the dealer’s

salesmen performance evaluation Cross-Database (email)

THANK YOUAnne, Elena, Filipe, Gonzalo, Leonardo and Rahul