Madeira 2010 by Barbara Pezzi

8/8/2019 Madeira 2010 by Barbara Pezzi

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Turismo 2.0

Madeira, 2010Barbara Pezzi, Director Web Marketing


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The new online reality


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Search still No1 Tool for planning leisure travel

22 sites visited & 9.5 sessions prior to bookings


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The New Dilemma:

As the locations to reach your customers online become increasingly diverse andfragmented, accurately tracking and measuring your marketing initiatives is anessential part of determining where to invest your marketing funds.


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Any successful online marketing initiative requires a foundation of solidmeasurement and testing

Web analytics is the objective tracking, collection, measurement, reporting andanalysis of quantitative internet data to optimise websites and marketinginitiatives

Web analytics works best when expectations are clearly defined in advance, notafter the fact or on an ad-hoc basis (Eric Petersen)

Web Analytics: your New Best Friend


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Web Analytics

If you cannot measure it, you cannot improve it(Lord Kelvin)


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Web Analytics in Action

The issue with traditional analytics: data with no insight.

A page view is just a page view.

Knowledge without action is useless.


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Web Analytics in Action

Numbers need context to tell the story. With no goals or segmentation, you canonly expect clickstream reports: data with no insight.

Top exit pages: bad content or the right content?

% of new visitors: great stuff or no repeat customers

Page views / time on site: great content or complex navigation?


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Rule no1: Set your Goals and KPIs before you start

analysing

CONVERSION

TESTING

SURVEYS

CHECK OUTABANDONMENT

ACQUISITION

SEO

PPC

EMAIL

RETENTION

LOYALTY

PROGRAMME

SOCIAL MEDIA

EMAIL


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*The numbers shown have been altered for the purpose of this presentation.

GOALS & KEY PERFORMANCE INDICATOR Dec-09 Dec-08 VAR VAR

ACQUISITION: increase overall bookings by 10% YOY

Overall Website Bookings 3,752 2,888 30%

Transactions from new visitors 1,458 1,211 20%

Revenue by free traffic (organic, direct, referrers) $1,236,223 $769,968 61%

Revenue by paid traffic (ppc, email, referrers) $252,541 $202,527 25%

Paid Traffic Margin 10.1% 15.4% -34%

CONVERSION: increase overall conversion by 5% YOY

Overall Website conversion rate 1.06% 1.08% -2%

Campaign conversion rate 1.75% 1.61% 9%

Visitors Task Conversion rate (survey) 60% 57% 6%

Check out abandonment 85% 84% 1%

Check out abandonment - new visits 89% 90% -1%

RETENTION: increase Loyalty Members conversion rate by 5% MOM

% of tot visitors who joined loyalty programme 4.68% 5.20% -10%

Monthly new subscribers to newsletter 687 610 13%

Ecommerce conversion Loyalty members 5.30% 4.80% 10%


analysing & create a relevant dashboard


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analysing & keep an eye on those funnels


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Set goals in advance and follow through: what are you trying to achieve?Measure accordingly

Focus on the customer experience. Why are they not converting?

Compare goal conversion across segments


analysing


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Rule no2: Start by following the money


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Start by analysing the performance and ROI of your current marketinginvestments, be it Social Media, Pay PerClick, EDMs and establish what isworking and what is not.

Are there any traffic sources (ex. a search engine or a new referring site) showingpromising results? Should you be investing more?

Dont forget the long tail. Are there new keywords worth bidding on or adding toyourSEO strategy?

Are all countries performing equally well? Do you need to add new languages tothe website?



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Quick status report: click on Performance in the All traffic Sources report andimmediately view where your bookings are coming from:



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Then switch to Comparison and identify which channels conversion is belowaverage:



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Drill deeper (for ex: by country, language, landing page, etc..):

R

ule no2: Start by following the money


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Review yourAdwords campaigns on an ongoing basis



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Not all countries/regions are equal



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Time to Geo-target



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Dont forget Day Parting



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Day Parting



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Are all landing pages performing? Repeat the exercise with Ad Groups. Monitoryour quality score.



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Keywords: review existing ones, find new ones



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Keywords: review existing ones, find new ones



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The results, over 6 months



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Rule no3: All visitors are not equal. Segment everything.


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Aggregate data works on the assumption that all site visitors are identical

Every site visitor is unique, each with their own behaviour, intent and

requirements.

Aggregate data cannot be actioned. Data without action is a pointless exercise.

Segments are a subset of your data generally referring to groups of visitors whosebehaviour you would like to see and analyse. Ex: new visitors vs returning ones,

convert vs did not convert, organic vs paid traffic, etc.



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Rule no3: Segment everything


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Country/Territory Visits % Tot Visits Transact Conversion PVV

Singapore

All Visits 15509 62 0.40% $2

New Visitors 9780 63.06% 20 0.20% $1

Returning Visitors 5729 36.94% 42 0.73% $3

Australia

All Visits 2449 52 2.12% $18

New Visitors 1477 60.31% 24 1.62% $12


United Kingdom

All Visits 1887 31 1.64% $14

New Visitors 1209 64.07% 10 0.83% $7


United States

All Visits 1300 25 1.92% $14

New Visitors 900 69.23% 9 1.00% $5


Hong Kong

All Visits 798 20 2.51% $18

New Visitors 504 63.16% 7 1.39% $9



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VISITBOUNCE

VISIT

"REAL"

VISIT

%

BOUNCETRNS

CONV

TOT

CONV

REALREV AOV AVP

SITE 25,852 9,493 16,359 37% 585 2.26% 3.58% 497,840 851 30

Channel 1 10,672 3,105 7,567 29% 281 2.63% 3.71% 255,628 910 34

Channel 2 5,204 3,107 2,097 60% 121 2.33% 5.77% 97,598 807 47

Channel 3 3,988 980 3,008 25% 48 1.20% 1.60% 26,038 542 9

Channel 4 1,399 478 921 34% 64 4.57% 6.95% 51,545 805 56

Channel 1: no issues Channel 2: very high bounce, but good conversion / average order value

Channel 3: low bounce, but low conversion/AOV

Channel 4: low bounce, highest conversion and Value per Visit.


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Possible further actions:

Channel 2, high bounce: drill down to keyword level/content. Were theylooking for something else? Something wrong with the entry pages?

Channel 3, low conversion: low bounce so nothing wrong with the content.Goal funnel analysis: where are they dropping out?

Channel 4: what can we do to get more of this?

Real actionable conclusions, not just data


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http://bit.ly/Social_Media_Traffic



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Rule no4: Measure everything


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Track your social media efforts with campaign variables


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And measure goal conversion, site behaviour, transactions by post


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Compare

your social media traffic vs any additional traffic you might receive: isit more engaged, increasing, converting?..


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Or compare your social media visitor segments What are the main differences?

Geo, content, conversion..


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Rule no5: Take advantage of all the new features and

more


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more


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more


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more


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more


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more

Enhanced GoogleAnalytics FirefoxAdd On (https://addons.mozilla.org/en-

US/firefox/addon/11120)


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more

Google Webmaster Tools


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more

Google Webmaster Tools


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more

http://www.google.com/analytics/apps/


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Make measurability an integral part of your online marketing strategies. Its notwhat you & I think.

Set some real goals before you start working on the reports and follow through.

Without deep understanding of what is happening on the site now, you cannotstart planning your future marketing campaign. Segment, segment, segment.

Get the buy-in from above and focus on what can be changed.

Even the greatest web analytic tool cannot give you answers: dont forget thepeople using the tools.

In Conclusion


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Measure, Analyze, Test, Implement, and then start again

In Conclusion


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Madeira 2010 by Barbara Pezzi

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