Web Analytics How to raise effectiveness of websites and advertising campaigns Andrew Yunisov...
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Optimizing your business online
Web AnalyticsHow to raise effectiveness of websites and
advertising campaignsAndrew Yunisov
Managing Partner
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WebProfiters — effective online marketing and web analytics
Frequent visitor flow scenario
Site
CPM, PPC $$$
Organic, Referral
$$$
Lost clients
Clients• 1-3% conversion• 40-50% bounce rate• Others are ‘unknown’
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WebProfiters — effective online marketing and web analytics
Visual Example• A company runs PPC product campaigns
• Budget for PPC: $3,500 / month
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•Many keywords with high bounce rates (up to 80% and even more)
• Loss from bouncing keywords ~ $1,600 / month (45% of ad budget)
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WebProfiters — effective online marketing and web analytics 4
Before: 1-3% conversion / 40-50% bounceAfter: 5-10% conversion / 20-30% bounce
What are Web Analytics?• Web Analytics – the objective tracking, collection, measurement, notification and
analysis of quantitative Internet data with the goal of optimizing websites and online marketing initiatives (Web Analytics Association)
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WebProfiters — effective online marketing and web analytics
What does web analytics entail?
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• Standard visitor report – only answers the question “What is happening?”
•Web analytics mission – to answer the question «Why is this happening and what can be done further?»
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WebProfiters — effective online marketing and web analytics
Numbers – nothing more than numbers…
•High number of page views (e.g. for specific keyword)Is this from good content or difficult navigation?• Popular exit pages
Intended exit pages or bad page quality? •High percentage of new visitors
A good trend or very few returning customers?
There are many hidden secrets in data. The key is to use full analytics cycle to make numbers insightful and actionable.
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Optimize site for optimal behavior
Find out the client’s impression on the siteData insights
Behavior
ImpressionResult
Clickstream analysisClick data segmentations ‘Numerical analysis’
Visitor satisfactionSurveysA/B or MVT testing ‘Client voice’
OrdersConversions Transactions and AOV
‘Nuances of results’
Increased KPIs
Full analytics cycle: Trinity model by Avinash Kaushik
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WebProfiters — effective online marketing and web analytics
Site surveys – what should one ask visitors? • Why did you come to our site? (various answers)
• Was your visit successful? (Yes/No)
• Did you find the information you needed quickly? (Yes/No)
• Did you find the information on the site to be complete? (Yes/No)
• Was the information given in an understandable way? (Yes/No)
• What changes to the site would you recommend? (various answers)
Survey is effective when you have an incentive for its completion. Every insightful data is paid and this is the cheapest one.
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WebProfiters — effective online marketing and web analytics
Components of a survey using Bitrix CMS
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WebProfiters — effective online marketing and web analytics
Example survey in Bitrix CMS
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WebProfiters — effective online marketing and web analytics
Example survey in Bitrix CMS
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• Discount on ticket after survey
• 80% of visitors viewing the schedule
• Schedule is on main page, that’s why it will be a bounce in the counter
• However, the visitor goal is completed
• The redesign pattern changed – no need for a new website, just add additional event blocks on main page
• Redesign cost reduction, sales in club (offline) grew by 30%
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WebProfiters — effective online marketing and web analytics
• Testing allows you to check design efficiency before implementation• Every change on website that could affect its economic
value should be tested•Variety of testing instruments: Google Website Optimizer
or Bitrix CMS additional script• Example of the content elements testing for main page
optimization: Р, Руб. or $, «Get money» or «Request a proposal» and hero text
Example of MVT-testing
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WebProfiters — effective online marketing and web analytics
Example of MVT-testing
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• Variation 2 was best• Advertising costs savings –
12%• Number of orders doubled 2
1 3
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WebProfiters — effective online marketing and web analytics
• Answer the question: «What keywords are the least effective and why?»• Optimize landing pages and/or change keywords
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Keyword testing
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WebProfiters — effective online marketing and web analytics
• Answer the question: «What pages are least effective?»• The next step is to determine the causes of ineffectiveness
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Analysis of popular pages
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WebProfiters — effective online marketing and web analytics
Why is a page ineffective?
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• Page navigation patterns• Page clickmap (site overlay or in-page analytics)
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• Better understanding of link visibility on page
• Best way to understand page interface problems
Post-click analysis
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• Internal funnel followed by only 1/66 or only 2% • Entry page to funnel needs to be checked (navigation/overlay/clicktale)
Website funnels analysis
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WebProfiters — effective online marketing and web analytics
Funnel drop analysis using CliсkTale
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WebProfiters — effective online marketing and web analytics
Form analytics using ClickTale
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• Get insights on visitor interaction with each field• Delete/rename dropping
fields
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WebProfiters — effective online marketing and web analytics
Internal website search analysis
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• Find the queries that don’t have landing pages • Analyze queries – for online store it means data-driven e-store
assortment management • Non e-commerce – find the content to be added on website
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WebProfiters — effective online marketing and web analytics
The most insightful report for managers
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• Measure weighted conversions – contact page entry and lead have different business value
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Monitoring
NotifyingImproving
Analyzing Measuring
Continual web analytics process