Nedstat @ Relationship Marketing congres (Stichting Marketing) http://www.nedstat.com http://www.relationshipmarketing.be http://www.stichtingmarketing.be

1. Optimize your conversion with
engagement metrics and segmentation
Remco van der Beek
Senior Consultant
Relationship Marketing Congress, 7 May 2009

2. About Nedstat
• European leader web analytics services
• Founded in 1996
• Amsterdam, Antwerp, Frankfurt, London, Paris, Madrid
• 150 people
• 25% turnover invested in R & D

3. E-commerce in Belgium
3500
3000
3100
+ 4 web shops every working day
2500
2000
2100
1500
1000
500
0
2007 2008
Source: BeCommerce

4. E-commerce in Belgium
• Quality of data & information systems
• Lack of customer knowledge
• Integration of marketing in the organisation
• Lack of quality measurement tools
• Lack of marketing skills

5. A-Z insights
Advertising Entry Behaviour Action
campaigns

6. Web Scorecard
• Method based on Balanced Scorecard (Kaplan/Norton)
• Balanced performance overview of internet strategy / website
• Translates internet strategy to concrete goals and targets
• Enables continuous improvement proces: measure, analyse,
improve

7. Web Scorecard dimensions
Financial Customer
Internet
strategy
Website Organisation

8. Dimension Financial
Success factor Indicator Target
Revenues Turnover ?
Cost of acquisition Cost per visitor ?
Cost of Cost of resources ?
organisation
Profitability Profitability of ?
campaigns

9. Web Scorecard

10. Continuous improvement process
Reaction Reporting
Monitor visitor reaction to Results vs goals
each improvement
Action Analysis
Deploy and evaluate Data analysis to identify
improvements items for improvement
Decision
Rational decision on improvement items

11. Visitors are not the same
Visitor A Visitor B
• Types a keyword in a search • Types a keyword in a search
engine engine
• Clicks to your site • Clicks to your site
• Leaves after 5 seconds • Reads 5 information pages
• Subscribes to your newsletter

12. Web analytics today is about identifying your most valuable visitors
using engagement measures and segmented approaches

13. Measuring engagement
OLD NEW
• Visitors • Events
• Visits • Contributions
• Pageviews • Starts, stops

14. Measuring engagement
“Engagement is an estimate of the degree and depth of visitor
interaction against a clearly defined set of goals.”
(C1 + D1 + R1 + B1 + F1 + I1 + L1 + S1)
VISITOR

15. Measuring engagement
Visitor Engagemetn C1 R1 D1 L1 B1 F1 I1 S1
19.20% 57.80% 0.00% 6.70% 33.30% 51.10% 0.00% 4.40% 0.00%
26.80% 66.70% 0.00% 15.70% 50.00% 70.60% 0.00% 11.80% 0.00%
16.40% 47.30% 0.00% 24.30% 0.00% 39.20% 6.80% 13.50% 0.00%
24.00% 100.00% 0.00% 0.00% 0.00% 91.70% 0.00% 0.00% 0.00%
39.60% 80.50% 0.00% 2.40% 100.00% 97.60% 0.00% 26.20% 0.00%
29.10% 65.20% 0.00% 6.50% 100.00% 56.50% 0.00% 4.30% 0.00%
25.00% 50.00% 0.00% 33.30% 0.00% 83.30% 16.70% 16.70% 0.00%
16.30% 52.20% 0.00% 4.30% 0.00% 65.20% 0.00% 8.70% 0.00%
46.10% 50.90% 0.00% 25.50% 100.00% 66.70% 2.00% 17.60% 100.00%
32.90% 52.20% 8.30% 4.50% 100.00% 95.50% 0.00% 3.00% 0.00%
29.10% 75.50% 28.10% 3.80% 50.00% 73.60% 0.00% 1.90% 0.00%
17.20% 75.00% 0.00% 25.00% 0.00% 25.00% 0.00% 12.50% 0.00%
32.50% 76.70% 16.70% 17.90% 100.00% 66.70% 0.00% 10.30% 0.00%
44.60% 70.90% 0.00% 17.90% 100.00% 87.50% 0.00% 8.90% 100.00%
29.20% 77.80% 0.00% 44.40% 0.00% 55.60% 11.10% 44.40% 0.00%
28.10% 75.00% 0.00% 12.50% 0.00% 100.00% 0.00% 37.50% 0.00%
24.40% 48.10% 25.00% 18.50% 0.00% 92.60% 0.00% 11.10% 0.00%
26.90% 50.00% 25.00% 13.30% 0.00% 96.70% 0.00% 30.00% 0.00%
10.70% 35.70% 0.00% 21.40% 0.00% 7.10% 0.00% 21.40% 0.00%
12.50% 50.00% 0.00% 0.00% 0.00% 0.00% 0.00% 50.00% 0.00%
24.80% 28.10% 25.00% 15.60% 100.00% 23.40% 0.00% 6.30% 0.00%

16. Deploying segmentation
Defining visitor groups based on common characteristics or behaviour

17. Neckermann.com
• Leading home shopping company
• BeCommerce awards
• Netherlands and Belgium
• 700 employees
• EUR 226 mio turnover

18. Neckermann.com
• Big shift from offline to online in 2006
• Sitestat deployment in 2008
• Online turnover 2008: +14%

19. Neckermann.com
• Measuring engagement
• Navigation design
• Order process analysis
• Identifying cross-sell opportunities with segmentation

33. Order funnel analysis
• 20% improvement
• Funnel continuation 89,9% 91,1%
• ± 300 K / year

36. Internal search conversion

37. Visitors who bought this item, searched for ?

39. Visitors who bought this item, also searched for these items

41. Visitors who searched for this item, also searched for these items

43. Visitors who searched for this item, bought these items

46. Segmentation advantages
• Instant focus on behaviour of specific visitor groups
• Better respond to visitor preferences
• Advanced targeting of campaigns and content

47. Segmentation with visitor data

48. Segmentation via mobile

49. Optimise any conversion process
• Order process
• Lead generation
• Newsletter subscription
• Subscription to RSS feeds & podcasts
• Content downloads
• Any kind of form
•

50. using engagement and segmentation metrics
• SEO keywords
• SEA keywords
• Email newsletters / promotions
• Bannering
• Navigation paths
• Internal search
• Visitors with a specific profile

51. Conversion dashboard

52. Questions?
Remco van der Beek
Mobile: 0479 / 98.12.25
E-mail: r.van.der.beek@nedstat.be