Más contenido relacionado La actualidad más candente (20) Similar a Hong Kong Web Analytics Wednesday #6 (20) Más de Hong Kong Web Analytics (17) Hong Kong Web Analytics Wednesday #61. Web Optimization To Improve Conversion
Louis Ngai | Solution Consulting Lead
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2. Area to Optimized for Retail Site
Campaign Optimization
Identify Fallout Point
Content Influence Optimization
Content Targeting
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
3. Omniture Fusion
External Campaigns Success
The Fundamentals Sample Business Questions
1. Page and Content Identification What kind of return am I getting
2. Page Effectiveness
for my campaigns?
3. Page Real Estate Valuation
(ClickMap) Which channels deserve more
4. Shopping Cart Performance marketing spend?
5. Payment & Fulfillment Methods
6. Product Category Analysis
Relationship between Campaigns
7. Product Finding Methods
8. Product Merchandising
9. Internal Search Optimization
10. Internal Campaign Success Key Metrics
11. External Campaigns Success
12. Paid and Natural Search Tracking
Visits AOV
Orders Conversion
Revenue Yield
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2008 Omniture Inc., Confidential & Proprietary
4. Four Key Areas of Facebook Measurement
Public/Fan Pages Applications
Facebook Ads Facebook Open Graph
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
5. External Campaigns Success
Measure marketing channel performance
Channel by Partner
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
6. Case Study: Measure Campaign Performance
Determine which campaigns influence new vs. loyal members
Measure the channels that are the most influential
Reveal what drives most effective member loyalty
Determine Campaign Frequency
Reveal Campaign Channel
Understand Campaign Influence
6
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
7. Omniture Fusion
Page & Content Identification
The Fundamentals Sample Business Questions
1. Page and Content Identification What are my most popular pages?
2. Page Effectiveness
3. Page Real Estate Valuation
What paths do users most frequently
(ClickMap) take?
4. Shopping Cart Performance
Where do users exit my site?
5. Payment & Fulfillment Methods
6. Product Category Analysis Which pages have the highest bounce
7. Product Finding Methods rate?
8. Product Merchandising
9. Internal Search Optimization
10. Internal Campaign Success Key Metrics
11. External Campaigns Success
Page Views Bounce Rate
12. Paid and Natural Search Tracking
Visits Exit Rate
Path Views Avg. Time Spent
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2008 Omniture Inc., Confidential & Proprietary
8. Page & Content Identification
Use Case Examples
Understand page usage and abandonment
Evaluate high-level content consumption
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2008 Omniture Inc., Confidential & Proprietary
9. Page & Content Identification
Use Case Examples
Measure movement through page types
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2008 Omniture Inc., Confidential & Proprietary
10. Page & Content Identification
Actions
1 Optimize overall
navigation and site 3 Reduce premature
site abandonment
usability
2 Enhance landing
page performance 4 Leverage content
affinities to enhance
online experience
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2008 Omniture Inc., Confidential & Proprietary
11. Omniture Fusion
Page Effectiveness
The Fundamentals Sample Business Questions
1. Page and Content Identification
Which pages contribute most to
2. Page Effectiveness
3. Page Real Estate Valuation
an order taking place on the
(ClickMap) site?
4. Shopping Cart Performance
5. Payment & Fulfillment Methods Which pages drive conversion?
6. Product Category Analysis
What are the poorest performing
7. Product Finding Methods
8. Product Merchandising
pages?
9. Internal Search Optimization
10. Internal Campaign Success Key Metrics
11. External Campaigns Success
12. Paid and Natural Search Tracking
Order Participation
Revenue Participation
Page Conversion Rate
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2008 Omniture Inc., Confidential & Proprietary
12. Page Effectiveness
Overview
Landing Content Cart Order Confirmation
Pages Pages Pages
? ?
Purchase
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
13. Page Effectiveness
Use Case Examples
Measure the influence of site content on key success metrics
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
14. Page Effectiveness
Actions
1 Promote high-
converting 2 Maintain an
optimal mix 3 Identify and
remove “dead
content of content wood” content
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
15. Conversion and Acquisition Strategies Are Not Aligned
Conversion
Funnel Increase Conversion
Invest to make easier for
existing visitors to become
customers
NUMERATOR
$$$
DENOMINATOR
Drive Acquisition
Invest to acquire more customers to
Conversion site and push through funnel
Funnel
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
16. What Would Even a 1%
Conversion
Conversion
Funnel
Funnel
Conversion Lift Mean
For Your Business?
$$$
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
17. Understand you Visitors
Test
Target Segment
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
18. Landing Page A/B Test
Landing Page Order
Landing Page 1 $50
30
Landing Page 2 65
Landing Page 3 95
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
19. mBox Technology to Switch Contents
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19
20. Testing to Optimize – Landing Pages
Converting 30% less
than general keywords
landing page
Goal: Increase “baby names” keywords landing page form completion
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
21. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
22. Results Summary
Conversion
Lift Confidence
Rate
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
23. Hundreds of Variables Make up the Personalized Visitor
Profile
Environment Variables
Site Behavior Variables
IP address Highly
Country of origin
Time zone
Customer/prospect
New/return visitor
Operating system predictive
Browser type
Previous visit patterns
Previous Product interests –
Screen resolution anonymous
top level
Previous Product interests –
low level Referrer Variables
visitor profile
Searches
Previous online purchases
Previous Campaign exposure Referring domain
Previous Campaign responses Campaign ID
Affiliate
PPC
Natural search
Direct/bookmark
Temporal Variables
Time of day
Offline Variables
Day of week
Recency Offline Purchases
Frequency In-store Activity
Service Activity
More…
23
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
24. Visitor Segmentation: Analysis
Passing a User ID for
each registered visitor
allows you to view who
is completing defined
success events
Using SAINT you can
group registered users
into segments
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
25. How it Works
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
27. Automated Targeting
Challenge: Results:
To encourage visitors to drive deeper •250% increase in engagement
engagement and open new accounts.
•Revenue lifted by $1 million per quarter
To deliver more relevant experiences
based on visitor information/behavior.
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
28. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.