A look at the importance of visitor level intelligence and remarketing to boost conversion

1. How to decode web analytics and boost
conversion
Walid Robert Norris
Country Manager | AT Internet
UK & Ireland

2. Agenda
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3. Web analytics is top of mind for many CMOs
Source: eMarketer.com
We believe that the key is to go beyond just collecting data: start
asking the right questions

4. 5 steps to build the foundation for conversion
initiatives on your site
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Building a solid foundation in web analytics is crucial. Failing to
cover these points results in an adhoc approach with limited gains

5. 5 steps to build the foundation for conversion
initiatives on your site
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“When in doubt ask your self if what you are
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doing falls into one of those three buckets. If
o does, keep going. If not then I suggest you
it
revisit what you are doing.”
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Avinash Kaushik.
Building a solid foundation in web analytics is crucial. Failing to
cover these points results in an adhoc approach with limited gains

6. Test, test, test for continuous improvements
Test
Implement Measure
Design
Optimise
Two of the key advantages of online marketing are deployment
speed and measurability. Make sure you capitalise

7. Take a holistic view on the multichannel marketing
mix to understand the conversion levers
Origin Conversion
Navigation
Advertising, Funnel
Processes
Search, Email, Transactions,
Clicks
Geographical Sales, ROI
Interest

8. The first step to driving conversion is to
understand the contribution of each traffic source
(Fictitious data)

9. Key priorities in 2009: site redesign and conversion
Case study

10. The redesign was supported by advanced usability &
path analysis tools
Case study
Traffic increased by 16% through to ancillary partners, destination
and feature pages

11. Obama used A/B testing to maximise online donations
as part of his Conversion Rate Optimisation strategy
Case study
A B
C D
Source: widerfunnelcom

12. What is meant by visitor level intelligence?
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13. Putting visitor intelligence to work using segmentation
and content targeting to increase conversion
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Case studies of successful behavioural content targeting are
flourishing.

14. The move towards improved targeting is where
the ROI lies. Visitor remarketing is the key

15. Visitor intelligence: the foundation for visitor
remarketing
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16. Use clickstream data to optimise email marketing
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On site
behaviour
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• The right person
Data analysis
• The right message
• The right time
Tracking
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Email
 Behavioural marketing
segmentation vendor
Clients that have implemented experience significant uplift in ROI

17. Increased relevance has boosted Ryanair
revenues from email marketing
Revenue doubled from traffic generated on personalised email
campaigns. Traffic through to ancillary partners also increased

18. Cart abandon chasers do work
While site optimization will fail to convert the visitor, visitor
remarketing to reengage with a targeted message that will have a
high conversion rate

19. The crossing of web analytics and customer
experience data holds powerful insight
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Identifying the satisfaction drivers can be tricky at times. This
approach can help shed light on customer expectations

20. Takeaways
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21. Takeaways
Year 3
o Year 2
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Year 1
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22. AT Internet & Online Intelligence
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Services
Support Consulting Training Certification

23. 3,500 customers from all verticals trust AT Internet

24. Suggested reading
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25. Questions?

26. Keeping in touch
UK/Ireland Country Manager
Walid Robert Norris
walid.robert.norris@atinternet.com
Direct: +44 (0)20 7681 4058
Mobile: +44 (0)7942 645 839

27. Thank you

28. Highlights of our user interface
Personal dashboards for quick & relevant updates A/B and Multivariate testing to improve usability
Advanced heatmap to improve site usability Improve conversion rates and reduce drop out

29. Secure data integration – we offer an agile architecture
capable of connecting to your existing technologies
15/05/2009 29

30. Our key advantages

31. Our key advantages
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