Building A Data Driven Website – Taking the Guess Work Out of Your Website
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Transcript of Building A Data Driven Website – Taking the Guess Work Out of Your Website
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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5 Steps to building a data-driven website
Define Business Goals
Unlock your Valuable Data Sources (ABM)
Simplify Analysis:Attract, Engage, Convert
Take Action Measure Success, Optimize, Iterate
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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What are your website goals/priorities?
• Generate leads/conversions
• Education of prospects
• Partnering/Investing
• Reduce support costs
• Branding/Awareness
• Thought Leadership
• SEO
• Hiring/attracting candidates
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Don’t just drive in the quantitative lane
• Key Insights from Google Analytics• Industry Research• Competitive Research• Stakeholder Interviews• Sales Calls• Customer Interviews• Customer Survey through NPS• Job Candidate Survey • Best Practices for UI / Heuristic Review• Critical Review of the Website Today• SEO Audit
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©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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We have solutions for all kinds of business,
BIZGROUP
learn more »
PR
The website has many marketing functions
Content Mktg.
Lead Gen.
Social Media
Ads
CRM
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©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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Account-based is best for B2B
It Supports The Sales Reality
It Helps Focus On The Best Growth Opportunities
It Delivers Optimal, Customer-Centric Experiences
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©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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Attract, Engage, Convert
Website Goals
Content
Visitor SegmentsENGAGE CONVERT
ATTRACT
$
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©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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Attract
• Who is coming to the site?
• How are they getting there?
• Focus on key segments:
• Visitor Composition
• Traffic Sources
• Campaign Attribution
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Attract - Visitor Comp. by Industry
4%
4%
2%2% 1% 1% 1% 1% 1%
Consumer Services
Business Services
Financial
Insurance
Healthcare
Entertainment
Law Firms
Manufacturing
Retail
Non-Company
83%
Company
17%
% OF TOTAL UNIQUE VISITORS
4
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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Attract - Traffic Source by Channel
Organic Direct Paid Referral Social Other0
50,000
100,000
150,000
200,000
250,000
300,000
Non-CompanyCompany
WE
BS
ITE
VIS
ITS
4
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Engage
• What are key segments doing?• Are they getting to content created for them?• Time-on-site (key segments)• Pageviews/visit/visitor (key segments)
• Simplify using Content Groups/Sections• Higher engagement = higher conversions?• Engagement as a buying signal• Test copy & design/experience
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Engage - Time on Site by Industry 4
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
10% 7% 4% 7%4%
14%
3%
34%
19%
38% 32%
21%
32%
22%
56%
74%
57%61%
75%
55%
75%
Content A
Content B
Content C
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Convert
• What is a conversion?
• Are key segments completing goals?
• Goals by audience/segment
• Goal start vs. goal complete
• Design, A/B Testing, Optimization
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Convert - Conversion Rate by Size
100 or less 100-250 250-500 500-1k 1k-5k 5k-10k 10k-20k 20k+0%
10%
20%
30%
40%
50%
60%
EMPLOYEES
4
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Measure and connect the journey 5
We have solutions for all kinds of business,
BIZGROUP
learn more »
PRContent Mktg.
Lead Gen.
Social Media
Ads CRM
ANALYTICS W/ ACCOUNT-BASED IDENTITY
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
19
5 Steps to building a data-driven website
Define Business Goals
Unlock your Valuable Data Sources (ABM)
Simplify Analysis:Attract, Engage, Convert
Take Action Measure Success, Optimize, Iterate