Slaying the Web Analytics DragonSteve Hennigs, Senior Account Executive – SiteimproveBarbara Brown, Director of Marketing and Business Development – Meagher & Geer PLLP

So Barbara, how do you use web analytics in your firm?

Well we review them quarterly with management

The Problem

This does not have to be you!

• Identify Key Performance Indicators (KPI), Micro Conversions and Set Targets

• Use Segmentation• Have Actionable Reports• Track Campaigns• Use Voice of Customer

Dragon Slaying Strategies

www.kaushik.netwww.marketmotive.com

www.siteimprove.com/blogwww.siteimprove.com

www.whyshouldibuyblog.com

This is really important!!

1. Identify KPIs, Micro Conversions and Set Targets

What is a Key Performance Indicator (KPI)?

Wikipedia – Key Performance Indicators are financial and non-financial metrics used to help an organization define and measure progress towards organizational goals

Steve – Key Performance Indicators are numbers you can use to measure whether or not your website is performing in line with your objectives

Why does our firm have a website?

1. Drive Business Development

2. Keep clients informed 3. Drive brand awareness

Drive Business Development

InitiativeCreate more thought leadership content

SegmentVisits via non-branded search terms

InitiativeImprove attorney communication skills through coaching

SegmentVisits to biographies of attorneys receiving coaching

InitiativeSponsor, attend and speak at industry events

SegmentVisits via referring websites

Key Performance IndicatorEmails sent to attorneys via the website

What makes a great KPI?

• Simple• Relevant• Timely• Instantly Useful

Have no more than 4 KPIs per business objective

I must measure more!

Micro Conversion Examples

• Signing up for a client alert• Subscribing to a newsletter• Lawyers producing content increasing

biography visits• Vcard downloads

Setting Targets is Key

2. Segmentation

InitiativeCreate more thought leadership content

KPI Emails to attorneys via the websiteSegment 1: non-branded organic searchSegment 2: Visitors that did not “bounce”Segment 3: Visits to the biographies of attorneys in the coaching program

Q2 2013 TargetIncrease visits via non-branded search to 375 and increase conversion rate to .08%

What makes a good Segment?

• It makes a metric or KPI more relevant• It gives you the clarity necessary to

recommend action

Three buckets1. Acquisition2. Behavior3. Outcomes

3. Actionable Reports

I want recommended actions!

I’m going to give you recommended actions!

What makes a good report?

• It focuses on KPIs and Micro Conversions• Uses segmentation for deeper insights• Recommends actions• Is easy to understand at a glance

4. Campaign Tracking

Here is the problem…

This is better

http://www.meagher.com/events/xprEventsDetail.aspx?xpST=EventDetail&event=126

http://goo.gl/67bzw

http://www.meagher.com/events/xprEventsDetail.aspx?xpST=EventDetail&event=126&utm_source=email&utm_medium=email&utm_campaign=hrp2013

Guidelines for Campaign Tracking

• Come up with a common naming convention• Make sure duplicate pages are hidden from

search engines• Use a URL shortener • See how campaigns perform against KPIs and

micro-conversions!

When to use Campaign Tracking

• Email blasts• Client alerts• LinkedIn posting• Twitter campaigns• Online advertising (sponsoring events, ads in

publications, etc.)

What do we do here?

53.8% (21 out of 39) visits made it to biographies

35.7% (15 out of 42) visits made it to biographies

5. Get beyond Clickstream Data

Clickstream data is information found in your web analytics tool

Only answers “what”!

Answers “why”

Questions to add to Client Satisfaction Survey

• During your evaluation process did you utilize our firm’s website?

• If yes, were you able to achieve your goals with our website?

• If no, what could we have done better?

http://www.iperceptions.com/

http://www.foreseeresults.com/

Questions to add to onExit Survey

• Why did you visit our website today?• Were you able to achieve your goals with our

website?• If not, what could we have done better?

Benefits of Site and Page Level Surveys

• Site Level– Understand big picture issues– Improve the website as a whole

• Page Level– Improve key pages– More likely to get negative feedback here (which is

ok!)

• Identify Key Performance Indicators (KPI), Micro Conversions and Set Targets

• Use Segmentation• Have Actionable Reports• Track Campaigns• Use Voice of Customer

Slay the dragon with these strategies

Thank You!

Barbara H. Brown | Director of Business Development & Marketing Meagher & Geer, P.L.L.P. 33 South Sixth Street, Suite 4400 | Minneapolis, Minnesota 55402DIRECT: 612-347-9150 | CELL: 612-229-7274 | FAX: 612-877-3044 bbrown@meagher.com | www.meagher.com | www.linkedin.com/in/barbarahbrown

Steve Hennigs | Senior Account ExecutiveSiteimprove, Inc.1422 West Lake Street, Suite 320 | Minneapolis, MN 55408DIRECT: (612) 208-0516|EMAIL: ste@siteimprove.com@stevehennigs| http://siteimprove.com | www.linkedin.com/in/stevehennigs

CreditsImages courtesy of:• http://40somethingundomesticateddevil.blogspot.com/2012_05_01_archive.html• www.deskridge.deviantart.com • http://investingcaffeine.com/2010/01/07/tmi-the-age-of-information-overload/• www.lonelybrand.com• www.myengine4leads.com• www.vitalwebdesign.com• www.siteimprove.com• www.blog.webtrends.com• www.surfmobee.com• www.web-analytics-software.findthebest.com • www.salonguru.net• www.info.techimage.com • www.scilogs.com • www.andreabolder.com• www.btr.michaelkwan.com• www.lifeboat.com• www.chicagoentmagazine.com• www.galvestoncac.org• www.thewebgenious.com• www.martindale.com• www.superlawyers.com• www.chambersandpartners.com • www.jgordon5.typepad.com• www.blog.thebrickfactory.com

Sources• http://en.wikipedia.org/wiki/Key_performance_indicator