Measure works - Eretail - turning visitors into customers

How to measure website trafﬁc...

...and understand customer behaviour

More conversion = More visitors

Why did customers drop off?
‣Price
‣Functional errors?
‣Performance issues?

Why did customers drop off?
‣Price
‣Functional errors?
‣Performance issues?

What’s the business impact?
‣Lost customers?
‣Revenue risked?
‣In Euros?

More visitors = More abondement?

Complete Web Monitoring
The big picture

Source: Complete Web Monitoring, Sean Power/Alistair Croll, 2009!

Web Analytics
(what did they
do on the site?)



Web Analytics Usability
(what did they (how did they
do on the site?) interact with it?)



Web Analytics Usability Performance
(what did they (how did they (could they do
do on the site?) interact with it?) what they
wanted to?)



wanted to?)

VoC
(what were their
motivations?)


wanted to?)

VoC Social Media
(what were their (what were they
motivations?) saying?)


wanted to?)

VoC Social Media Competition
(what were their (what were they (what are they
motivations?) saying?) up to?)


“Hard” data

do on the interact with what they
site?) it?) wanted to?)

(what were (what were (what are they
their they saying?) up to?)
motivations?)

“Soft” data

Analytics Usability Performance
(what did they do (how did they (could they do
on the site?) interact with it?) what they wanted
to?)

(what were (what were they (what are they up
saying?) to?)
their
motivations?)

Part one:
Web Analytics

Every website has goals
http://www.ﬂickr.com/photos/itsgreg/446061432/

Organic Search ! Campaigns! Ad Network!

Transactional site

Visitor! Offer ! !"

!"#$%&$'&$()
Upselling!

Reach!

Purchase step 1! !"

Purchase step 2! !"
Mailing, !
alerts,
!" promotions!
Conversion! !"

*+,&$-.-&'&$() Enrolment!

/'0.1()#$),+(&)

!" Negative !" Positive

!"

Media site
Enrolment!
Targeted! !"

embedded add!

Add Network!

Visitor!
!"

!"
Advertiser site!

!"#$%&'%"(

)*#$+&(,-(./&"(

!" Negative !" Positive

Web Analytics is the measurement of
movement towards these goals

A simple analytics model
#$%&'(&" !"#$#%&%"'( )*"+%,-.*"(

NEW
VISITORS

GROWTH CONVERSION
SEARCHES RATE
PAGES TIME
TWEETS
MENTIONS
NUMBER
OF VISITS
PER
VISIT
ON
SITE
!"
ADS SEEN ORDER
LOSS VALUE

BOUNCE
RATE

Hits Pageviews Sessions Visitors

Unique visitor = Unique person?

Discover patterns: What did they do?

Metrics for different types of pages

Places

‣ Efﬁciency matters
‣ Leave when they’re
bored
‣ Collect feedback
‣ A/B test content for
pages/session, exits

Tasks

‣ Effectiveness
matters
‣ Completion,
abandonment
‣ Collect “motivation”
feedback
‣ A/B test layouts for
conversion

Funnels: Group & track relevant pages

From accounting to optimization

From accounting to optimization...

http://www.ﬂickr.com/photos/joshywoshywoo/124671979/sizes/l/in/photostream/

Use Web Analytics to measure effectiveness

to?)

saying?) to?)
their
motivations?)

Part two:
Social Media

“The tyranny of the user.”
Clu - Tron Legacy

We’re the ‘bomb’!
Competition? Non existent.
Optimize? No need.
People shouldn’t complain.

What people say?*

Compliments

* twitter examples only

What people say?*

Frustrations


What people say?*

Indirect optimization tips.


What people say?*

Tips from friendly marketeers.


What people say?*

Possible missed conversion.


How do they feel about us?

-


-
Nevertheless, when a commercial is aired...


-
Nevertheless, when a commercial is aired...

Free advertising,
“dacht ‘t wel”!

Measure Social Media Efforts

Product focused tweet.



Link to results on
Sunweb website



Link to results on
Sunweb website

Measure
Campagne “Twitter Interactie”
Medium “Medewerker X”
Source “juulvdwurff”
Content “informatie zoeker”
Term “goedkope vakantie”

Be pro-actief!

WIN

There’s more to just a simple tweet.

Mini Example

Interview with Sean Power
http://bit.ly/seanpower

Measuring Inﬂuence
utm_source=[name]

utm_source=[name]

437 followers

utm_source=[name]

437 followers

11.181 followers

How do your customers buy?

Ofﬂine


Online

Online

Ofﬂine

Online


Online

Online

Ofﬂine

Online

verhouding 3:1*
* weinig ‘ofﬂine’ mensen zullen zich ‘online’ melden

What will it cost me?

$0

$0
from $18

from $10

from $600

to?)

saying?) to?)
their
motivations?)

Part three:
Voice of Customer

Voice of Customer

source: trpdsaya.tumblr.com

Voice of Customer
Visitor


What’s the customer’s experience?

Gut feeling.
Look into our crystal ball.
Use n=1 research.

Just ask your visitors

What’s the purpose of their visit?
Can they complete their actions?
How satisﬁed are they?
+ open ended question

Actual Insights

Functional demand

Actual Insights

Functional demand

Functional problem

Actual Insights

Functional demand

Functional problem

Information need

Actual Insights

Functional demand

Functional problem

Product Availability

Information need

High Inﬂuence x Low Rating = Opportunity

High Inﬂuence x Low Rating = Opportunity

Opportunity

Listen & Take Action

Make your customers feel special

Food for thought...
What is your true conversion rate?

Food for thought...

total # orders
total # visitors

Food for thought...

total # orders
total # visitors
or
total # orders
total # visitors
with the intention
to purchase

Food for thought...

total # orders
total # visitors
or
total # orders
total # visitors
with the intention
to purchase
“true intent conversion rate”
© Matthew Niederberger

True Intent Conversion Rate
100.000
1000
$100
1%

10.000
1000
$100
10%

Total visitors 100.000
Total orders 1000
Average order Value $100
Conversion Rate 1%

Visitors with Intent to Purchase 10.000
Total orders 1000
True Intent Conversion Rate 10%

Total visitors 100.000
Total orders 1000
Conversion Rate 1%

Visitors with Intent to Purchase 10.000
Total orders 1000
True Intent Conversion Rate 10%
90% of visitors with intent, DID NOT CONVERT
Estimated missed revenue $900.000


$0

$0

from $99

from $29

on the site?) interact with it?)
what they
wanted to?)

(what were their (what were they (what are they up
motivations?) saying?) to?)

Part four:
Usability

Usability


The HiPPO

I am the boss.
I know what is best.
If it works for Amazon,
it will work for us.

Your Visitor

Experience
Search
Purchase

Homepage Homepage Last Minutes

Homepage Last Minutes

Product


Product

Destination


Product

Destination

Date


Product

Destination

Date

Departure


Product

Destination

Date

Departure

Search Type


Product

Destination

Date

Departure

Search Type

Free Search

Redesign based on Users
610 pixels

vs

280 pixels

Redesign based on Users
610 pixels

vs

280 pixels

saved space = ±54%

Content Effectiveness

Inspiration

Offers


Inspiration boring

Offers


Inspiration boring

Offers interesting


Inspiration boring

swap

Offers interesting


Inspiration

Offers

Result

Keep asking questions

Where would you click to book a hotel?

Keep testing your visitors

Variation 1 Variation 2

Keep testing your visitors

Variation 1 Variation 2

5% uplift


$0

from $19

from $49

from $49

(what did they do?) (how did they (could they do
interact with it?)
it?)


Part ﬁve:
Performance Analytics

Slow websites are bad for business

Visitor Strangeloop Website

Decide whether
to optimize

Normal
Receive Accelerated
content
page

Insert
Process segment
scripts Optimize?
marker

Send
analytics Unaccelerated

Google Analytics

Here’s what they discovered....

Trafﬁc levels

9.000
Total number of visits

6.750

4.500
8.505

2.250 4.740

0
Optimized Unoptimized

Visitor experience

Bounce rate
20
Visits that bounced

15

10

13,38% 14,35%
5

0

Visitor experience

Average time on site
31
Time on site (minutes)

23

16 30,17
23,83
8

0

Visitor experience

Conversion rate and order value
Difference due to optimization

20

15

10
16,07
5

5,51
0
Conversion rate Order value

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Mac OS, Safari! Windows Vista, Safari!

Every browser has it’s own set of rules

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7-14 Feb: Homepage, mobile site and native app measured with Gomez Active XF suite

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KLM #",.%&'(% +".+%&'(%
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Wehkamp *"#)%&'(% *"--%&'(% -",*%&'(%
Marktplaats +"$-%&'(% #."$*%&'(% -"#/%&'(%


1. We don’t know about

!"#$
performance issues till
end users tell us

%&$'()&%)*+,-($.//0(/$
+)($1./-%2()(1$34$$
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5%0)-(6$7%))(/8()$/8014$-%**.//.%,(1$34$9%*'0:+)($

1. We don’t know about ;"14<*5,(
-6(

performance issues till 2""$(
&34&$5&,%&( ??/.///( ="(,"+(
end users tell us
--6(

-.///.///(%#0+"1&$0(
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9:6(

2. They don’t tell us!

!"#$%&'()*$+,&$(

1. We don’t know about

678(
performance issues till
end users tell us

2. They don’t tell us!
*5-(/+(/*(%95::&0;/0;(+"(
3. We don’t know the #0,&$*+50,(+9&(1#*/0&**(/.35%+(
"<(3&$<"$.50%&(/**#&*(
business impact !"#$%&'()"$$&*+&$(*+#,-(%"../**/"0&,(1-(2".3#45$&(

Visibility of End User Performance

Web Application delivery chain

:%;&)"%25<& *$+",&'()& >%$79/%9&"1;& ?1;@A9/%9
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!$-.,/&&
0$GE$1/129!
DEE&&
(/%4/%9! '12/%1/2&
3>&&
(/%4/%9!
(2$%"B/!
!".1F%"G/!
6/27$%8&

!"#$%& 0$12/12&3/,.4/%5& !$-.,/&&
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:%;&)"%25<& *$+",&'()& >%$79/%9&"1;& ?1;@A9/%9
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0,$=;&(/%4.+/9& ;/4.+/9
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*$";&&
>","1+/%9!
C/-&&
(/%4/%9!

Is it my (IT)
!$-.,/&&
0$GE$1/129!
DEE&&
datacenter
(/%4/%9!
3>&&
'12/%1/2&

?
(/%4/%9!
(2$%"B/!
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6/27$%8&

!"#$%& 0$12/12&3/,.4/%5& !$-.,/&&
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:%;&)"%25<& *$+",&'()& >%$79/%9&"1;& ?1;@A9/%9
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*$";&&
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Is it my (IT)
!$-.,/&&
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DEE&& Is it my
datacenter
(/%4/%9! '12/%1/2&
3>&& ISP?
?
(/%4/%9!
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C/-&&
(/%4/%9!

Is it my (IT)
!$-.,/&&
0$GE$1/129! Is it my 3d
Is it my '12/%1/2&
party
DEE&&
datacenter
(/%4/%9!
3>&& ISP?
?
(/%4/%9!
(2$%"B/!
provider?
!".1F%"G/!
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!$-.,/&&
0$GE$1/129! Is it my 3d Is it a
Is it my '12/%1/2&
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DEE&&
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(/%4/%9!
3>&& ISP?
?
(/%4/%9!
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provider? device?
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DEE&& Measuremy '12/%1/2& End User perspective
Is it from the
party browser or
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3>&& ISP?
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provider? device?
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&

Synthetic monitoring

Pros
‣ Easy to set up
‣ Only way to test without
actual visitor trafﬁc
‣ Can measure your
competitors
‣ Measure within the browser,
including 3party and script
performance
‣ Detects a problem before
visitors sees it

Synthetic monitoring

Pros Vendors
‣ Easy to set up ‣ Watchmouse
‣ Only way to test without ‣ Websitepulse
actual visitor trafﬁc
‣ Keynote
‣ Can measure your ‣ Alertsite
competitors
‣ Catchpoint
‣ Measure within the browser,
including 3party and script ‣ Gomez
performance ‣ Webmetrics
‣ Detects a problem before ‣ .....
visitors sees it

Real User Monitoring

Pros
‣ Measures all user trafﬁc, as
well as performance
‣ Can be used to reproduce
problems
‣ Real time, real users
‣ Non-intrusive

Real User Monitoring

Pros Vendors
‣ Measures all user trafﬁc, as ‣ Coradiant
well as performance
‣ Compuware
‣ Can be used to reproduce ‣ Oracle
problems
‣ Quest
‣ Real time, real users
‣ Nimsoft
‣ Non-intrusive
‣ Gomez
‣ ....

Web Analytics can tell you a lot.

And it tells you have much money they’ve spend

What did they Could they do
vs.
do? it?

Performance data: Average page load time

!"#$%"&'(&)*+,"-$ ? !"#$.+*/01,2-$
! !"#$%!&'%%(! ! !927*%6:+27!
! !)*#+,#-+,+./! ! !"#$%*+%;:!
! !01#,+./!23!45'%6+%78%! ! !<+:+.26:!

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! !"#$%!&'%%(! ! !927*%6:+27!
! !)*#+,#-+,+./! ! !"#$%*+%;:!
! !01#,+./!23!45'%6+%78%! ! !<+:+.26:!

!"#$%"&'(&)*+,"$.+*/01,2-$
! !)::%::!+='#8.!23!'%6326=#78%!27!1:%6!-%>#*+216!
! !?+%!81:.2=%6!:#@:3#8@27!.2!A1#,+./!23!(%,+*%6/!
! !01#7@3/!6%*%71%!6+:B%(!

Complete web monitoring: Performance Analytics

(what did they do?) (how did they (could they do
interact with it?)
it?)


Recap:

Analytics
‣ Accounting for optimization
‣ Session, Visitors, Segments
‣Task, Places, Funnels


Analytics


VoC
‣ Needs
‣ Intentions
‣ Ideas
‣ Wishes
‣ Inﬂuence

Analytics


VoC Usability
‣ Needs ‣ Behaviour
‣ Intentions ‣ Functionality
‣ Ideas ‣ Improve
‣ Wishes
‣ Inﬂuence

Analytics


VoC Usability Social Media
‣ Needs ‣ Behaviour ‣ Trust
‣ Intentions ‣ Functionality ‣ Conversation
‣ Ideas ‣ Improve ‣ Attitude
‣ Wishes ‣ Loyalty
‣ Inﬂuence ‣ Frustrations

Analytics


VoC Usability Social Media Performance
‣ Needs ‣ Behaviour ‣ Trust ‣ Speed
‣ Intentions ‣ Functionality ‣ Conversation ‣ Downtime
‣ Ideas ‣ Improve ‣ Attitude ‣ Browsers
‣ Wishes ‣ Loyalty ‣ 3d party
‣ Inﬂuence ‣ Frustrations ‣ Multi-device
‣ End Users

Don’t forget: Metrics must be

Relevant: related to a core business transaction
Actionable: used for decision making and/or improvement
Reproducible: no 1 hit wonder, trend watching
Understandable: used to convince stakeholders
Accurate: providing the correct view of what happened

Thanks! More questions?
M: jtjepkema@measureworks.nl
T: @jeroentjepkema
W: www.measureworks.nl

Measure works - Eretail - turning visitors into customers

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