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://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 [email protected] | 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: [email protected]@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
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