McCormick | CONFIDENTIAL | Page 1 | 11/5/2013

Measuring the Success of Your Organization’s Website

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What Is Success?

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What is Success?

In order to measure success, you first must define it.

Start with overall organizational goals:• Increase attendance to event(s)

by 15%• Increase donations by 20% YoY

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What is Success?

Once you’ve defined success, determine how your website can play a role:

• Generate awareness?• Bring new leads?• Nurture existing relationships?• Reduce workload of internal

departments?

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Connecting Goals to KPIs

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Data Overload

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ConversionsIdentify site actions that define your business goals

EngagementsIdentify site engagements that funnel into those actions

SourceIdentify the ways in which people find your website

Segmenting into Small Data

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Site Conversions

411 CLICKS

2,442CLICKS

What site actions define the business goals that you’ve identified?

Examples:• Registrations • Form fill outs• Applications

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436 clicks

873 clicks

1,687 clicks

Site Engagements

524 CLICKS

1,256 CLICKS

987 CLICKS

What elements funnel into those site actions?

Examples:• Non-conversion clicks• Video views• Social shares

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WEBSITE

Traffic Sources

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Organic Search

Secure search is the new normal.No insight into what phrases convert best for organic visitors.

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Google Webmaster Tools

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Page Performance

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Data Dimensions

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The Mobile Dimension

Mobile-specific Tracking• Traffic patterns• Engagement tracking• Segments for mobile

users (compare desktop vs mobile)

• Opt-out clicks• Mobile exit

rates/bounce rates

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Success by Persona

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Path To Engagement

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Path To Engagement

150 different paths to engagement

690 (25%) of them with more than one interaction

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Reporting

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Confidential 04/18/2023

Reporting

1. Define the audience

2. Ask questions

3. Create context

4. Turn on your right brain

5. Test and adjust

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Visualizing Analytics

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Visualizing Analytics

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Refine and Test

Create Reporting

Outline Data Dimensions

Outline Business Goals

Identify Site Actions that Define Those Business Goals

(Conversions)

Identify Elements that Funnel Into These Site Actions

(Engagements)

Identify How People Find These Elements and Site Actions (Traffic

Sources)

Recap – Measuring Success

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Kara Alcamo

Director of Search Marketing

R2integrated

@r2integrated

kalcamo@r2integrated.com