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10 tips for actionable web analytics

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Web analytics is the leitmotiv in every search marketing project. To measure is to know and analyzing your website can provide useful information to increase the return. 10 practical tips to optimize your web analytics are given during this session.

Publicado en: Empresariales, Tecnología
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10 tips for actionable web analytics

  1. 1. 10 tips for actionable web analytics <ul><li>Tom Michiels </li></ul>
  2. 2. QueroMedia Snapshot
  3. 3. Our killer combo
  4. 4. (De Tijd, 18 april 2008)
  5. 6. © Michael Sack – Idearc Media
  6. 7. Selling the milk Susan is more likely to buy the milk if it is in aisle 7 Not easy: <ul><li>You don’t know it is Susan walking in the store. </li></ul><ul><li>How to move the milk in real-time to aisle 7? </li></ul>Leverage the power of internet!
  7. 8. © Michael Sack – Idearc Media
  8. 9. Visitors Customers Success * 2 Input * 2 Dropout /2 <ul><li>Search Engine Advertising </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Persuasive webdesign </li></ul><ul><li>Usability </li></ul><ul><li>Web Analytics </li></ul>
  9. 10. What is a conversion
  10. 11. Web Analytics Overview
  11. 12. 1. Measure processes Product page Checkout success
  12. 13. 1. Measure processes
  13. 14. 1. Measure processes
  14. 15. 2. Determine bottlenecks
  15. 16. 2. Determine bottlenecks
  16. 17. 3. Test, test, test
  17. 18. 3. Case study - original
  18. 19. 3. Case study - Split run + 66%
  19. 20. 3. Case study - Sneakertom 1 2 3
  20. 21. 4. Think about Usability
  21. 25. 5. Check your traffic sources www.site.com/ ?utm_source=newsletter&utm_medium=email
  22. 27. Measure e-mail click-throughs
  23. 28. 6. Know your visitors
  24. 29. 6. Know your visitors
  25. 30. 6. Know your visitors
  26. 31. 6. Know your visitors
  27. 32. 7. E-mail lost visitors
  28. 33. 8. Integrate online & offline
  29. 38. Visitors KBCBonus.be
  30. 39. Visitor source Cheers to Paul (KBC), Wouter (VVL|BBDO), Bart & Christophe (Proximity|BBDO) Total: 88.579
  31. 40. 9. Listen to your visitors
  32. 41. 10. The long tail of search
  33. 42. Yahoo! Keyword Tool: ‘shoe’
  34. 43. 10. The long tail of search
  35. 44. 11. Appoint someone
  36. 45. Thank you! www.linkedin.com/in/michielstom

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