Business Decisions Through Website Reporting By Apis Design In Calgary

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Client sessions at Apis Design Inc. on December 15, 2009. The session is focusing on the importance of unitizing website analytics when making day-to-day business decisions. Alex goes into types of information available as well as report examples.

Business Technology

How can proper website reporting help you make critical business decisions? Apis Design Inc.

So what? Helps answer asset allocation questions Traditional vs. digital Search / banner / email / social Opportunity / threat monitoring tools Competition, industry, clients Keyword targeting

Path and tracking… Visitors Sources Content Goals http://www. 1 2 3 4

Visitor tracking What can you track? Language, ISP, connection type Browsers, OS, Screens, Flash, Java, etc. Geography of visitor Not very specific but a really good tool to see group behavior Helps to identify usability flaws 1

Traffic sources Search engines What are they looking for? Keywords? Referring sites Where do they come from? Direct traffic How does traditional media spending affect traffic to the site? 2

Site content Helps to answer questions: Where people go on your site How much time they spend Are they interested Pay attention to: Landing / exit pages Bounce rates Pageviews 3

Tracking goals… Setting the goals up Think in terms of your end result Identifying conversion path Tracking conversions Shopping carts, RFQ submissions Analyzing conversions 4

Reporting options General website performance Visitors, sources, content, conversions Keywords (organic) performance Target keywords, competitor keywords PPC Campaign performance Social media monitoring Vanity, industry, competitor

Key takeaways… Gather information, analyze, react Not the other way around Think in terms of the end result Not how to get traffic but what is a conversion for you? Use reporting to make better decisions It’s at your fingertips already “So what?” is what it’s all about

Do you currently have a website reporting vendor / company? If you do, then do you pay attention to what those reports say?

What’s currently missing from your reports? What’s the website information that will help you solve business problem?

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Business Decisions Through Website Reporting By Apis Design In Calgary

1. How can proper website reporting help you make critical business decisions? Apis Design Inc.

2. The missing link…

3. So what? Helps answer asset allocation questions Traditional vs. digital Search / banner / email / social Opportunity / threat monitoring tools Competition, industry, clients Keyword targeting

4. Path and tracking… Visitors Sources Content Goals http://www. 1 2 3 4

5. Visitor tracking What can you track? Language, ISP, connection type Browsers, OS, Screens, Flash, Java, etc. Geography of visitor Not very specific but a really good tool to see group behavior Helps to identify usability flaws 1

6. Traffic sources Search engines What are they looking for? Keywords? Referring sites Where do they come from? Direct traffic How does traditional media spending affect traffic to the site? 2

7. Site content Helps to answer questions: Where people go on your site How much time they spend Are they interested Pay attention to: Landing / exit pages Bounce rates Pageviews 3

8. Tracking goals… Setting the goals up Think in terms of your end result Identifying conversion path Tracking conversions Shopping carts, RFQ submissions Analyzing conversions 4

9. Reporting options General website performance Visitors, sources, content, conversions Keywords (organic) performance Target keywords, competitor keywords PPC Campaign performance Social media monitoring Vanity, industry, competitor

10. Path and tracking… Visitors Sources Content Goals http://www. 1 2 3 4

11. Key takeaways… Gather information, analyze, react Not the other way around Think in terms of the end result Not how to get traffic but what is a conversion for you? Use reporting to make better decisions It’s at your fingertips already “So what?” is what it’s all about

12. Do you currently have a website reporting vendor / company? If you do, then do you pay attention to what those reports say?

13. What’s currently missing from your reports? What’s the website information that will help you solve business problem?

Business Decisions Through Website Reporting By Apis Design In Calgary

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