2. Focus on Customer Centricity
•
Most Businesses ask question:
–
What is the Website doing for me?
•
Ask our own E – Commerce website:
–
Why are you here today?
•
Fact…..
–
Only 15 % - 20 % come to purchase and the rest come for jobs , order
status, complaints , checking prices etc…
•
Measuring success with clickstream data and attributing
success to it is wrong?
–
For eg. From a page view we cannot come to know whether the
customers met their objectives after viewing the page.
3. •
For long term success it is critical to ask
–
NOT what the website is doing for your company?
BUT
–
How the website is doing in terms of delivering for the customer?
•
Focus on measuring how our website is delivering for our
customers can help us immensely.
–
Consider the reason why the website exists?
• Consider the reason from the customers perspective and not business perspective.
•
Solving for your customer’s needs encourages a long term
mindset and in turn long term success.
–
Challenging to convince the Top Management that
• Solving Customer Problems Will Solve Company’s Problem
–
As a Web Analyst it will help you measure beyond Click stream
analysis and into deeper Outcomes and Qualitative Analysis both
which will give us Actionable Insights to solve customers problems.
4. •
Trinity Approach --> provides Customer Centricity →
emphasis on measuring all facets of Customer Experience →
Helps us to deeply understand “Why customers come to our
website? & how website is doing in terms of solving their
problems?”
•
Businesses using Trinity Strategy will have the following
metrics:
–
Primary Purpose ( why are you here?)
–
Task Completing Rates ( were you able to complete your
task?)
–
Content & Structural Gaps( How can we improve our
experience?)
–
Customer Satisfaction
5. •
In Trinity approach these metrics can be
correlated to:
–
Bounce Rates ( can the customer quickly find what they
are looking for?)
–
Conversion Rates ( Are those who come to buy able to
accomplish the task?)
–
Revenue ( Is the revenue inline with our goals for the
website?)
–
Multichannel Impact
6. Focus on Solving for Business
•
Before starting the Web Analytics journey ask the
Business:
–
What questions they want answered?
•
Ask the Stakeholders:
–
What Real Business questions are worrying them
& how can you help answer them.
• How can I improve revenue by 15 % in the next 3 months from our
website?
• What are the most productive inbound traffic streams and which
sources are we missing?
• Are we able to solve our customers problems via self help on the
website rather than customers feeling like they have to call us?
7. •
What is the impact of our website on our phone channel?
•
How can I increase the number of customers through our
website?
•
What are the most influential content parts on our website?
•
Does full trial or flash demos work better on our website?
•
What are the top 5 problems that our customers face on our
website?
•
What is the effect our website on our off-line sales?
8. Most Important Foundational Element of any
Web Analytics Program
(1) Ask Real Business Questions.
(2) Understand the Business
Questions.
(3) Have the freedom to do what
it takes to find the answers
to those questions.
9. •
Start the process of Business Questions:
–
Before you have the web analytics tool.
–
Before you know what the site does or what the site is?
•
Doing this will mean that you are not just
reporting but answering Business Questions.
10. Follow the 10/90 Rule
•
Problem:
People / Business stakeholders/ Top management
complain most of the time that they have huge
amount of Data with reports , presentations but
NO Actionable Insight , No Awareness of what is
going on but only click stream data.
11. •
Solution
–
Follow the 10 / 90 Rule
• Spend 10 % budget on Tools and
• 90 % on people (brains) who will be responsible
for insights.
12. Success of Web Analytics lies in the
People and not tools and cool
technology.
13. If your Organisation doesn’t follow the 10/90
Rule ?
1. Set up a free Google Analytics
Account on www.google.com/analytics
2. At the end of sign up you will get a
Java Script Tag . Implement that on
your organisations website.
Also set up your expensive analytics tool.
3. Compare the sets of data with difference
from both the tools. ( visitors, conversions,
page views etc)
14. 4. Cancel the contract with your
expensive Analytics vendor. Use the
money to hire a smart and brilliant
Web Analyst.
The smart and brilliant analyst will be able to extract the
same value or more from Google Analytics as from your
old tool.
5. Once the organisations understands
this they will be willing to put money
to hire more junior analysts and also
acquire an expensive tool from a
vendor.
15. Remember
A Smart Brain can extract more value
from even a simple tool but the
reverse is never true.
