Why and How to measure statistics on your website. Cedric Braem, CEO, InternetVista

1. Why and how to measure statistics on your Website? Cédric Braem CEO – internetVista.com

2. Agenda Introduction Which marketing? Which metrics? From basic to advanced

3. Introduction You have a Website ... and now? How to increase visitor? How to convert visitor into customer? How to capture the attention? How to keep one’s clientele?

4. Which marketing? “Classic” Marketing Advertising By word of mouth By publishing the URL everywhere Press release Networking Event and exhibition E-Marketing Email marketing Online marketing Buzz and viral marketing Permission marketing Social marketing Search Engine marketing

5. Which marketing? A mix of several techniques Adapted to your need and your business Don’t forget to measure your ROI !

6. E-marketing Email marketing Several strategies Massive campaign Targeted campaign Follow-up is crucial

7. E-marketing Online marketing or e-advertising Banners Skyscraper Online Ads Affiliate program Source: Price WaterHouse Coopers 2010

8. E-marketing Viral Marketing Infect a community Individual message transmission Show the spiral effect Formats: video, email, widget, white paper, podcast,...

9. E-marketing Buzz marketing Reach and touch a community Create a reaction et catch the attention Formats:quizz, contest, game Sample

10. E-marketing Social Marketing Quite new but very powerful Use of social network: facebook, likedin, myspace, twitter, ... The best example in 2008?

11. E-marketing Permission Marketing You receive the “permission” Conversation with your customer Privileged link Crucial difference between interruption and permission

12. E-marketing Black marketing (Forget this section) In the limit of the law Warketing with your competitor Formats:darksite, spaming, domain recuperation, ...

13. E-marketing Search Engine Marketing Search Term Advertising Natural Search Results Search Engine Optimization (SEO) Search Engine Advertizing (SEA)

14. Some questions How much for each campaign? What is the return? How many visitors? How many conversion? How many achieved goals? How fast is your website? How often does your website hiccup? How to know if actions are efficients?

15. Don’t forget the ROI

16. From basic…

17. Actions Follow-up Tracking Tracing Analyzing Profiling Conversion rate Web Analytics “Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing web usage.” Web Analytics Association

18. Actions Follow-up Which metrics? Visitor: country, language, new vs returning, loyalty, technical, … Traffic source: search, direct, campaign, keywords, referrer, … Content: page view, top landing page, top exit page, … Goals: conversion rate, funnel, sales, … Pertinence can be different

19. Data collection Traffic to your website Improve your website Improve your traffic acquisition Business Decision Actions Follow-up

20. Actions Follow-up

21. Actions Follow-up Chose your right campaigns Increase your chance of success

22. Actions Control Your are launching your campaign And if … Your website is down? Your website is to slow? Impact on your sales Impact on your image? Which ROI in this case? WebMonitoring

23. Actions Controls Which are the most frequent errors? No response: network problem, server outage, … Page not found: update problem, dead link, … Database problems Unknown host: DNS problem, expired domain name, … Other risks? Hacking: home page hacking, phishing, DoS, … Exploitation problems (slow, error, …) Amazon: « your website must answer in less than 3sec... Otherwise the surfer goes to your competitor! »

24. Actions Control Only one ;-)

25. Actions Control Chose your hosting In-house or outsourcing Shared, dedicated, cloud, … Design your architecture (server, load balancing, memory, …)

26. To advanced

27. Customer Insights Clickstream data Traditional Web analytics tools collect quantitative data Measure the what and the when Huge amount of data Not always easy to find answers to business questions Clickstream

28. Getting customer insights from clickstream data

29. The Multiplicity model The What & When Outcomesanalysis The How much Experimentation & testing The Why & How Voice of the customer The What Else? Competitive Intelligence Oh baby yes! Customer Insights Clickstream Source: Web Analytics 2.0 – AvinashKaushik

30. Web analytics tools: WebTrends, Google Analytics… Web Analytics tools, CRM, offline data,… A/B testing tools: Offermatica, Google Optimizer Surveys, user labs, VOC tools, Customer experience recording Hitwise, Google Trends, Google Insights, Compete… Clickstream Outcomes analysis Experimentation & testing Voice of the customer Surveys, user labs, VOC tools, Customer experience recording Competitive Intelligence Customer Insights Multiple data sources Source: Web Analytics 2.0 – Avinash Kaushik

31. The value of VOC tools Answer the “Why” and the “How” Why did your visitors come to your website? How did they feel about it? Was their visit successful? Why? Go for customer centricity provides of window into your customer mind Understand how & why they use your website Design services adapted to customer needs – not the ones you imagine Qualitative data brings direct actionable insights

32. Online Survey toolsoverview

33. Oh no! Not survey tools… Surveys are “intrusive” for the users Solution is difficult to implement – will take time & development Such tools are expensive It is not compliant to our nice design Blah blahblah…

34. These are excuses!

36. Continuous / regular listening methodology

37. Timely – detect problems and opportunities right away

38. No need to survey every single users – sample!

40. Proactive surveys Proactive invitiation model – users are prompted Usuallyused for macro-level data (site level) – generalintent & experience Can beusedalso for page levelsurveys

41. Proactive surveys

42. Passive surveys Passive invitation model – usersinitiatesurvey Micro level data – focus on specificpurpose / task

43. Passive surveys

44. Two essential online KPI’s Surveysallowyou to addtwoessential KPI’sto assessyour online activities Task completion: ratio of users who managed to complete their tasks (according to them). Customer satisfaction:Average satisfaction score (out of 100)

45. Survey tools - examples

46. Remember! Limityour questions – keepit to the 4 essentialswhenever possible Mathematicalrigor – watch out for sample size! Proactive & passive cancoexist Don’tbe intrusive – respect yourcustomers Make sure to have resources / processes to: Use the data Answercustomer questions or complaints Can beeasy to implement & not thatexpensive

47. You want more? Eye tracking Brain tracking

48. Conclusion Play with “your” marketing Measure, measure, measure Don’t forget to convert  CALL TO ACTION and ROI Walk a mile in your customer shoes Tomorrow you must play again

49. More information cbr@internetvista.com @internetvista internetvista Search in Google ;-) “Call To Action” – B.& J. Eisenberg “All books” - Seth Godin