11. “What gets measured gets done, what gets measured and fed
back gets done well, what gets rewarded gets repeated.”
— John E. Jones
Tuesday, November 27, 2012
12. How can you understand your customers’ pain points
using analytics?
Tuesday, November 27, 2012
13. How can you provide value to the business?
Tuesday, November 27, 2012
14. How can you inform the changes you make to your site, so that
your actions are outcome-focussed?
Tuesday, November 27, 2012
15. Exercise
• Facts in the hat
• Everyone has the same set of fact
notes (what do they mean to you).
Draw your thoughts and share with
the person on your right.
• Read the question card on the table
and look at the facts again. Draw it
and share it again with the person
on your right.
• What differences do you see?
Tuesday, November 27, 2012
16. Building a
Measurement
Program
Step 1
Understand the questions you want to
answer and objectives you want to meet!
Tuesday, November 27, 2012
17. Building a Understand the questions you want to answer and objectives you
Measurement want to meet
Program
Step 1
• “We need a tab for _______”
• How would you reframe that assumption?
• Why do we need a tab?
• “We need to increase awareness for _______”
Tuesday, November 27, 2012
18. Building a Understand the questions you want to answer and objectives you
Measurement want to meet
Program
What questions do we want to
Step 1 answer?
• Should we be producing more content and if so, what type of
content?
• What sales and marketing opportunities currently exist?
• Where should we be focussing our marketing efforts?
• Are customers satisfied?
• What design lessons are we learning based on our customer’s
behaviour on our website?
• What is the ROI for having a website?
Tuesday, November 27, 2012
19. Building a Understand the questions you want to answer and objectives you
Measurement want to meet
Program
Step 1
Without objectives and
questions you won’t know
what to look for
Tuesday, November 27, 2012
20. Building a Understand the questions you want to answer and objectives you
Measurement want to meet
Program
Step 1
Now that you have an objective, what’s next?
Tuesday, November 27, 2012
21. Building a
Measurement
Program
Step 2
Become a Detective
Tuesday, November 27, 2012
22. Building a Become a Detective
Measurement
Program What would Sherlock Holmes do?
Step 2
Tuesday, November 27, 2012
24. Building a Become a Detective
Measurement
Program
Step 2
Tuesday, November 27, 2012
25. Building a Become a Detective
Measurement
Program
“We need to increase awareness about
Step 2 content X”
Current state questions:
• How much awareness of this content currently exists?
• Who looks for this information?
• How do people get this information from our site?
• Do people use this information or do they leave?
Tuesday, November 27, 2012
26. Building a Become a Detective
Measurement
Program
Step 2
How much awareness exists for content X?
Tuesday, November 27, 2012
27. Building a Become a Detective
Measurement
Program
A common way for users to look up information
Step 2
Tuesday, November 27, 2012
28. Building a Become a Detective
Measurement
Program
How much awareness of the
Step 2 content currently exist?
Visits Page Depth Visit Duration % New Visits Bounce Rate
Tuesday, November 27, 2012
29. Building a Become a Detective
Measurement
Program
Step 2
We are big shots and...
People know us
Tuesday, November 27, 2012
30. Building a Become a Detective
Measurement
Program
Step 2
Brand Engagement?
People who look for the name of the
organization via search engine or come to the
site directly
Tuesday, November 27, 2012
31. Building a Become a Detective
Measurement
Program
Step 2
EPCOR’s Brand Engagement
Brand engagement in different geographical
locations
Tuesday, November 27, 2012
32. Building a Become a Detective
Measurement
Program
Step 2
Now that people have arrived at the site...
Tuesday, November 27, 2012
33. Building a Become a Detective
Measurement
Program How engaged are users with Page X?
Step 2
• Page X as landing page? Visits?
• Total page-views for the page
• Pages visited before Page X
• Bounce Rate
• Time on Page
Tuesday, November 27, 2012
34. Building a Become a Detective
Measurement
Program Results of Investigation
Step 2
7 out of 10 people come to the site via Google but they all land on
home page instead of the specific ‘services’ page. After looking at
the home page they leave right away.
Tuesday, November 27, 2012
35. Building a Become a Detective
Measurement
Program Hypotheses
Step 2
• Content is not optimized for search, therefore, users are landing
on home page instead of the desired page
• The current navigation is not helping directing users to the
right content.
Tuesday, November 27, 2012
36. Building a Become a Detective
Measurement
Program Results of Investigation
Step 2
7 out of 10 people come to the site via Google searching for
Services. They land on the Services main page and without looking
at further information related to Services they leave the site.
Majority of the visitors do visit the ‘Contact Us’ page after visiting
the Services page.
Tuesday, November 27, 2012
37. Building a Become a Detective
Measurement
Program Hypotheses
Step 2
• The content on the Services page is not meeting users’ needs.
• Visits to Contact Us page means they might be calling the call
centre.
Tuesday, November 27, 2012
38. Building a
Measurement
Program
Step 3
Don’t limit yourself to just online metrics
Tuesday, November 27, 2012
39. Building a Don’t limit yourself to just online metrics
Measurement
Program Verify hypothesis #2
Step 3
• Get data from customer support regarding calls they may get
• Add an exit survey
• Usability test the site
Tuesday, November 27, 2012
41. Building a
Measurement
Program
Step 4
Document your measurement questions
and objectives
Tuesday, November 27, 2012
42. Building a Document Your Measurement Questions and Objectives
Measurement
Program Example for documenting your metrics
User’s Approach Awareness Like-ability
Step 4
Consideration Adoption
to the Website
Website Goals Get Attention Connect Inspire +Inform Retain
Lorem Ipsum Lorem Lorem Ipsum Lorem Lorem Ipsum Lorem Lorem Ipsum Lorem
Measurement Ipsum Lorem Ipsum Ipsum Lorem Ipsum Ipsum Lorem Ipsum Ipsum Lorem Ipsum
Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum
Questions
Lorem Ipsum Lorem Lorem Ipsum Lorem Lorem Ipsum Lorem Lorem Ipsum Lorem
Measurements Ipsum Ipsum Ipsum Ipsum
Actions
Number
of
visitors
who
Pageviews
for
each
of
Job search category Number
of
visits
who
click
land
on
Career
pages
via
pages.
Pageviews
for
job
usage. the
job
@tle
VS
total
Metrics Google
VS
number
of
pages
vs
people
who
click
registered
applicants
vs
#
visitors
from
campaign
urls
on
the
job
links of
visitors
clicking
on
email
for
twi;er
facebook
etc
The
path
people
took
to
4Q
sa@sfac@on
survey
on
Visitors
coming
from
other
get
to
the
careers
sec@on.
the
job
search
page.
job
sites
(referrals)
Career
page
naviga@on
summary.
Number
of
people
who
clicked
on
the
email
link
Job
search
page
naviga@on
summary.
Tuesday, November 27, 2012
43. Building a Document Your Measurement Questions and Objectives
Measurement
Program
Step 4
As you build a measurement program, you
might have some challenges...
Tuesday, November 27, 2012
44. Building a Document Your Measurement Questions and Objectives
Measurement
Program Challenges
Step 4
“We don’t have enough resources to spend time on
analytics”
Tuesday, November 27, 2012
45. Building a Document Your Measurement Questions and Objectives
Measurement
Program Challenges
Step 4
“There are too many objectives and questions to address”
Tuesday, November 27, 2012
46. Building a Document Your Measurement Questions and Objectives
Measurement
Program Challenges
Step 4
“We can’t prioritize objectives as too many stakeholders
are in the mix”
Tuesday, November 27, 2012
47. Building a Document Your Measurement Questions and Objectives
Measurement
Program Challenges
Step 4
“We don’t know the tool very well”
Tuesday, November 27, 2012
48. Building a
Measurement
Program
Step 5
Start small. One Business Question at a Time.
Tuesday, November 27, 2012
49. Building a Start Small. One Business Question at a Time.
Measurement
Program
Step 5
One business question and one action at a time
Tuesday, November 27, 2012
50. Building a Start Small. One Business Question at a Time.
Measurement
Program
Step 5
What’s your first business question?
One that you can start on tomorrow!
Tuesday, November 27, 2012