Andrew Yunisov Managing Partner Frequent visitor flow scenario Site CPM PPC Organic Referral Lost clients Clients 1 3 conversion 40 50 bounce rate Others are ID: 781927
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Slide1
Web AnalyticsHow to raise effectiveness of websites and advertising campaignsAndrew YunisovManaging Partner
Slide2Frequent visitor flow scenario
Site
CPM, PPC
$$$
Organic,
Referral
$$$
Lost clients
Clients
1-
3%
conversion
40
-50
%
bounce rate
Others are
‘unknown’
Slide3Visual ExampleA company runs PPC product campaignsBudget for PPC: $3,500 / month3
Many keywords with high bounce rates (up to 80% and even more)
Loss from bouncing keywords
~
$1,600
/
month (45% of ad budget)
Slide44Before: 1-3% conversion / 40-50% bounce
After
:
5
-1
0
%
conversion
/
20-3
0% bounceWhat 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)
Slide5What does web analytics entail?5Standard 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?
»
Slide6Numbers – nothing more than numbers… High number of page views (e.g. for specific keyword)Is this from good content or difficult navigation?Popular exit pagesIntended 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.
6
Slide77
Optimize site for optimal behavior
Find out the client’s impression on the site
Data insights
Behavior
Impression
Result
Clickstream analysis
Click data segmentations ‘
Numerical analysis’
Visitor satisfaction
Surveys
A/B or MVT testing
‘Client voice’
Orders
Conversions Transactions and AOV
‘Nuances of results’
Increased KPIs
Full analytics cycle:
Trinity model by
Avinash
Kaushik
Slide8Site 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.
8
Slide9Components of a survey using Bitrix CMS9
Slide10Example survey in Bitrix CMS10
Slide11Example survey in Bitrix CMS11
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%
Slide12Testing allows you to check design efficiency before implementationEvery change on website that could affect its economic value should be testedVariety of testing instruments: Google Website Optimizer or Bitrix CMS additional scriptExample 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
12
Slide13Example of MVT-testing13
Variation 2 was best
Advertising costs savings
– 12%
Number of orders doubled
2
1
3
Slide14Answer the question: «What keywords are the least effective and why?»Optimize landing pages and/or change keywords14
Keyword testing
Slide15Answer the question: «What pages are least effective?»The next step is to determine the causes of ineffectiveness15
Analysis of popular pages
Slide16Why is a page ineffective?16
Page navigation patterns
Page
clickmap
(site overlay or in-page analytics)
Slide1717Better understanding of link visibility on pageBest way to understand page interface problems
Post-click analysis
Slide1818Internal funnel followed by only
1
/
66
or only
2%
Entry page to funnel needs to be checked
(navigation/overlay/
clicktale)
Website funnels analysis
Slide19Funnel drop analysis using CliсkTale19
Slide20Form analytics using ClickTale20
Get insights on visitor interaction with each field
Delete/rename dropping fields
Slide21Internal website search analysis21
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
Slide22The most insightful report for managers22Measure weighted conversions – contact page entry and lead have different business value
Slide2323Monitoring
Notifying
Improving
Analyzing
Measuring
Continual web analytics process
Slide24Thank you for your attention! Any questions? 24Andrew Yunisov
andrey@webprofiters.ru
+7 (903) 783-6448