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Semelhante a Maximising the return of your website for data driven marketing congress
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Maximising the return of your website for data driven marketing congress
- 1. Welcome! I am David Bintein http://twitter.com/#!/dbintein http://www.linkedin.com/in/davidbintein david@lodestar.be
- 2. What I do? I manage Lodestar, a medium sized web agency in Ghentcalled Lodestar. Tip: www.lodestar.be
- 3. My DNA? computer scientistmarketeerentrepreneur
- 4. Who are you? B2B of B2C?profit of non profit?whouseswebanalytics tools?who uses dashboards?
- 5. What is mymessagetoday? Get yourfunnel (?) right Segment, compare & improve Funnel: a tube which is wide-mouthed at one end and narrow-mouthed at the other
- 6. Assumptions Your “online” goals are set and are alignedwithyour business You have a clear view on your target audience Youknowwhatyou want toachieve Tip: Do not underestimate this.
- 7. First things first! Strategic goals: become the biggest online retailer of…, … Tactical/operational goals: increase online sales with 30%, … KPI’s: number of orders, average order value, … Measure points: thankyou.html, … Tip: start with your company Goals! Someexamples of goals: leads User engagement brand engagement sale …
- 8. Funnel: work backwards Tip: Minimize the rest! It is dead Weight… The Internet Visitors: 100% Product: 50% product > details > … Cart: 20% Add > size > … Checkout: 8% Addresse > … Pay: 2%
- 10. A/B
- 11. Common sense
- 12. …Tip: Do this first; It’s cheap…
- 13. Question: Q: I have more than 1 goal. A: Off course; but minimize, harmonize & try to use the same unit (preferably € or $) Tip: Someanalytics tools show you the Value of each page. Leads & sales different unitsSolution = Calculate the sales value of a lead/
- 15. Product
- 16. Keyword
- 17. Language
- 18. Version 1 / version 2
- 19. …Organic Search Paid Search Direct Referral EMEA Americas Asia Other Tip: Youcanalso segment on other dimensions
- 21. Search - Organic
- 22. Search - Paid
- 23. Ref. - Social Media
- 24. Ref. - Bannering
- 25. Ref. - E-Mail Internal
- 26. Ref. - E-Mail External
- 27. OtherInteresting Ratio: Performance per segment. Ex. below
- 28. Question: Q: Are we set now? A: Not really. We have control of the flow & we know the visit sources. But we do not know how much a visit (or a visitor achieving a goal) costs. Tip: Start with the media cost Q: True, how do I measure costs? A: For some sources (like paid search) it is fairly easy. But for most sources, it is hard & difficult excel labor. Interesting Ratio: Costper segment per conversion
- 29. Ratio example: Tip: Excel
- 31. Sources: 8
- 32. Targets: 5
- 33. Geo markets: 5
- 34. Campaigns: 4
- 35. When? Monthly of course: 12
- 36. Years? At least 2
- 37. Representation? $ or €, #, in %: 3Equals 5 * 8 * 5 * 5 * 4 * 12 * 2 * 3 = 288000 values Note: we are not even talking about cost or quality parameters… Tip: Minimize & Focus on the important stuff
- 39. Quality
- 40. Cost
- 41. Return
- 43. CompetitionTip: Dareto summarize
- 45. Be neutral & clear: the reports will be used to get better supplier performance
- 46. Trend or funnel: Both but not in the same report
- 47. Ideal time interval: monthly
- 48. Find good ratios
- 51. Get your funnel right!Don’t forget the funnel starts outside you site
- 52. Segment, compare & improve
- 54. Report monthly on the important KPI’s to all levels (even suppliers)Tip:
- 55. Thankyou, questions? Tip: Follow me! I likeit ;-) http://twitter.com/#!/dbintein http://www.linkedin.com/in/davidbintein david@lodestar.be +32 9 235 82 82 Tip: Give me yourcard. I’llsendyouthispresentation