The value perception of web analytics tools in the current market (Emer Kirrane)
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There’s no such thing as ”Free” Emer Kirrane Manager, Yahoo! Web Analytics Web Analytics Wednesday Bratislava 2011
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Presentation from Web Analytics Wednesday Bratislava. More info: www.webanalytics.sk
Transcript of The value perception of web analytics tools in the current market (Emer Kirrane)
There’s no such thing as ”Free”
Emer KirraneManager, Yahoo! Web Analytics
Web Analytics WednesdayBratislava 2011
Story Time!
Caroline- Running a competition - dinner for two- No obligation to purchase to enter- Competition not limited to existing customers
James- Not a customer- No plans to be a customer- Enters free draw
The Winner
The Catch
The moral?
Conditional Costing
High price = Good value?
High price = Good value?
The Princess Perception
How much does Free cost?
Forrester Wave 2009: Web Analytics
You don’t have to break the bank
How do I define value?
Q: Is my sales process to long?
Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test
Use segmentation.
Don’t include the homepagein the funnel.
Numbers are not answers!
A lot of my customers
are leaving the Checkout
page after submitting
their delivery
preference.
Are our delivery options
clear enough? State any
delivery limitations (e.g.
Not overseas) early on.
Calculate full cost
earlier.
Why are so many visitors leaving just before confirming the sale and visiting our information page?
The returns policy may be unclear. State our terms clearly.
Checkout About US
No Trust??
Almost all the
customers with
promotional
codes don’t
complete sales.
Perhaps the
discount is not
being applied or
does not APPEAR
to be working.
Identify and fix
the problem.
Answers are valuable
Analyse
Take Action
Analyse
Take Action
Keep your site alive
