Workshop webanalytics en bepalen van kritische prestatie indicatoren voor websites door Stefan Wobben van Concept7

1. web analytics
Leergang Usability Dag 3
Stefan Wobben
stefan@concept7.nl

2. web analytics is het meten,
verzamelen, analyseren en
rapporteren van internetdata
met als doel het begrijpen en
optimaliseren van het gebruik
van websites

3. hoofdstuk 1
waarom een website?

4. snel anders mis je de trein

5. verstrekken verlenen
van informatie van service

6. verkrijgen
van leads en prospects

7. verkopen
van producten en diensten

8. verbinden
van mensen

9. it’s all about the benjamins baby

10. benjamins = omzet - kosten

11. 3=8-5

12. omzet
3=9-5

13. winst
4=9-5

14. kosten
4=9-4

15. winst
5=9-4

16. brainstorm omzet kosten

17. hoofdstuk 2
business case usability

18. omzet
usability is goed voor
het klantvertrouwen

19. omzet
usability zorgt dat
bezoekers hun doel
bereiken

20. omzet
usability zorgt voor
een hogere klant
tevredenheid

21. omzet
usability stimuleert
mond-tot-mond
reclame

22. omzet
usability resulteert in
positieve recensies

23. kosten
besparing van
ontwikkelkosten

24. kosten
tijdsbesparing tijdens de
ontwikkeling

25. kosten
verminderen van
callcentre kosten

26. kosten
reduceren van
onderhoudskosten

27. hoofdstuk 3
goal setting

28. doelen verbinden
visie, missie, strategie
organisatiedoelen
website doelen

30. omschrijf de doelstellingen
van je website
Specifiek
Meetbaar
Acceptabel
Realistisch
Tijdsgebonden

31. binnen 6 maanden zijn het
aantal offerte aanvragen via
onze website met minimaal
40% gestegen

32. hoofdstuk 4
wie heeft
website doelen

33. verschillende informatie behoeften
directie
afdelingsniveau
team niveau
medewerker niveau

34. maak een mindmap van
de website organisatie

35. hoofdstuk 5
wat meten we?

36. wat we wat we
kunnen
meetplan willen

37. de bouwstenen

38. Page Page Views Visits Unique Visitor
Repeat Visitor & Returning
New Visitor Repeat Visitor Entry Page
Visitor
Landing Page Exit Page Visit Duration Referrer
Internal Referrer External Referrer Search Referrer Visit Referrer
Original Referrer Click-through Rate/Ratio Page Views per Visit Page Exit Ratio
Single Page View Visits
Single-Page Visits Bounce Rate Event
(Bounces)
Conversion

39. nieuwe versus terugkerende
bezoeken (geografisch) talen bezoeken (dagelijks, per uur)
bezoekers
unieke bezoekers paginaweergaves gemiddelde paginaweergaves tijd op site
weigeringspercentage bezoekersloyaliteit geschiedenis bezoekduur
bezoekdiepte browsers besturingssystemen browser en besturingssystemen
schermkleuren schermresoluties flash versies java ondersteuning
netwerklocatie hostnamen verbindingssnelheden direct verkeer
verwijzende sites zoekmachines zoekwoorden adwords campagnes
zoekwoordposities campagnes advertentievarianten belangrijkste inhoud
inhoud op titel bestemmingspagina’s uitstappagina’s interne zoekfunctie gebruik
interne zoekfunctie interne zoekfunctie interne zoekfunctie bezoeken met zoekopdracht
zoekwoorden startpagina’s bestemmingspagina’s
conversie

40. definities

41. visit
A visit is an interaction, by an individual, with a
website consisting of one or more requests for an
analyst-definable unit of content (i.e. “page view”). If
an individual has not taken another action (typically
additional page views) on the site within a specified
time period, the visit session will terminate.

42. page views
The number of times a page (an analyst-definable unit of
content) was viewed.

43. death of the pageview

44. visit duration
The length of time in a session. Calculation
is typically the timestamp of the last activity
in the session minus the timestamp of the
first activity of the session.

45. unique visitors
The number of inferred individual people (filtered for
spiders and robots), within a designated reporting
timeframe, with activity consisting of one or more
visits to a site. Each individual is counted only once
in the unique visitor measure for the reporting period.

46. 1 of 31 unieke bezoekers?

47. bounce rate
Single page view visits divided by entry pages.

48. hoe zit het met de
stickyness van jullie pagina’s?

49. conversion
A visitor completing a target action.

50. so what?

51. 43 Key Perfomance Indicators

52. Average Page View per Average Time to Respond to
Average Visits per Visitor Average Cost Per Visitor
Visit Email Inquiries
Average Cost Per Visit Average Cost per Conversion Average Revenue per Visitor Average Revenue per Visit
Average Clicks per Impression
Average Items per Cart Average Visits Prior to
Average Order Value by Campaign Type (Click-
Completed Conversions
Through Rate)
Average Searches per Percent New and Returning Percent New and Returning Percentage Visitors in a Specific
Visit Visitors Customers Segment
Percentage of High, Percentage of High, Medium
Medium and Low Time Percentage of High, Medium Percentage of High, Medium
and Low Click Depth Visits
Spent Visits (Interest and Low Frequency Visitors and Low Recency Visitors
(Interest Categories)
Categories)
Percent Revenue from Percent Orders from New Percent High and Low
New and Returning and Returning Visitors and Satisfaction Visitors and Percent Visitors Using Search
Visitors and Customers Customers Customers
Percent Zero Result Percent Zero Yield Searches Order Conversion Rate Buyer Conversion Rate
Searches
New and Returning New and Returning Buyer Ratio of New to Returning Order Conversion Rate per
Visitor Conversion Rate Conversion Rate Visitors Campaign
Cart Start Rate Cart Completion Rate Checkout Start Rate Checkout Completion Rate
Ratio of Checkout Starts Information Find Conversion Search to Purchase Conversion
Landing Page “Stickiness”
to Cart Starts Rate Rate
Search Results to Site Download Completion Rate Form Completion Rate
Exits Ratio

53. information overload

54. toon alleen relevante dingen

55. Average Page View per Average Time to Respond to
Average Visits per Visitor Average Cost Per Visitor
Visit Email Inquiries
Average Cost Per Visit Average Cost per Conversion Average Revenue per Visitor Average Revenue per Visit
Average Clicks per Impression
Average Items per Cart Average Visits Prior to
Average Order Value by Campaign Type (Click-
Completed Conversions
Through Rate)
Average Searches per Percent New and Returning Percent New and Returning Percentage Visitors in a Specific
Visit Visitors Customers Segment
Percentage of High, Percentage of High, Medium
Medium and Low Time Percentage of High, Medium Percentage of High, Medium
and Low Click Depth Visits
Spent Visits (Interest and Low Frequency Visitors and Low Recency Visitors
(Interest Categories)
Categories)
Percent Revenue from Percent Orders from New Percent High and Low
New and Returning and Returning Visitors and Satisfaction Visitors and Percent Visitors Using Search
Visitors and Customers Customers Customers
Percent Zero Result Percent Zero Yield Searches Order Conversion Rate Buyer Conversion Rate
Searches
New and Returning New and Returning Buyer Ratio of New to Returning Order Conversion Rate per
Visitor Conversion Rate Conversion Rate Visitors Campaign
Cart Start Rate Cart Completion Rate Checkout Start Rate Checkout Completion Rate
Ratio of Checkout Starts Information Find Conversion Search to Purchase Conversion
Landing Page “Stickiness”
to Cart Starts Rate Rate
Search Results to Site Download Completion Rate Form Completion Rate
Exits Ratio

56. Average Page View per Average Time to Respond to
Average Visits per Visitor Average Cost Per Visitor
Visit Email Inquiries
Average Cost Per Visit Average Cost per Conversion Average Revenue per Visitor Average Revenue per Visit
Average Clicks per Impression
Average Items per Cart Average Visits Prior to
Average Order Value by Campaign Type (Click-
Completed Conversions
Through Rate)
Average Searches per Percent New and Returning Percent New and Returning Percentage Visitors in a Specific
Visit Visitors Customers Segment
Percentage of High, Percentage of High, Medium
Medium and Low Time Percentage of High, Medium Percentage of High, Medium
and Low Click Depth Visits
Spent Visits (Interest and Low Frequency Visitors and Low Recency Visitors
(Interest Categories)
Categories)
Percent Revenue from Percent Orders from New Percent High and Low
New and Returning and Returning Visitors and Satisfaction Visitors and Percent Visitors Using Search
Visitors and Customers Customers Customers
Percent Zero Result Percent Zero Yield Searches Order Conversion Rate Buyer Conversion Rate
Searches
New and Returning New and Returning Buyer Ratio of New to Returning Order Conversion Rate per
Visitor Conversion Rate Conversion Rate Visitors Campaign
Cart Start Rate Cart Completion Rate Checkout Start Rate Checkout Completion Rate
Ratio of Checkout Starts Information Find Conversion Search to Purchase Conversion
Landing Page “Stickiness”
to Cart Starts Rate Rate
Search Results to Site Download Completion Rate Form Completion Rate
Exits Ratio

57. Average Page View per Average Time to Respond to
Average Visits per Visitor Average Cost Per Visitor
Visit Email Inquiries
Average Cost Per Visit Average Cost per Conversion Average Revenue per Visitor Average Revenue per Visit
Average Clicks per Impression
Average Items per Cart Average Visits Prior to
Average Order Value by Campaign Type (Click-
Completed Conversions
Through Rate)
Average Searches per Percent New and Returning Percent New and Returning Percentage Visitors in a Specific
Visit Visitors Customers Segment
Percentage of High, Percentage of High, Medium
Medium and Low Time Percentage of High, Medium Percentage of High, Medium
and Low Click Depth Visits
Spent Visits (Interest and Low Frequency Visitors and Low Recency Visitors
(Interest Categories)
Categories)
Percent Revenue from Percent Orders from New Percent High and Low
New and Returning and Returning Visitors and Satisfaction Visitors and Percent Visitors Using Search
Visitors and Customers Customers Customers
Percent Zero Result Percent Zero Yield Searches Order Conversion Rate Buyer Conversion Rate
Searches
New and Returning New and Returning Buyer Ratio of New to Returning Order Conversion Rate per
Visitor Conversion Rate Conversion Rate Visitors Campaign
Cart Start Rate Cart Completion Rate Checkout Start Rate Checkout Completion Rate
Ratio of Checkout Starts Information Find Conversion Search to Purchase Conversion
Landing Page “Stickiness”
to Cart Starts Rate Rate
Search Results to Site Download Completion Rate Form Completion Rate
Exits Ratio

59. Average Page View per Average Time to Respond to
Average Visits per Visitor Average Cost Per Visitor
Visit Email Inquiries
Average Cost Per Visit Average Cost per Conversion Average Revenue per Visitor Average Revenue per Visit
Average Clicks per Impression
Average Items per Cart Average Visits Prior to
Average Order Value by Campaign Type (Click-
Completed Conversions
Through Rate)
Average Searches per Percent New and Returning Percent New and Returning Percentage Visitors in a Specific
Visit Visitors Customers Segment
Percentage of High, Percentage of High, Medium
Medium and Low Time Percentage of High, Medium Percentage of High, Medium
and Low Click Depth Visits
Spent Visits (Interest and Low Frequency Visitors and Low Recency Visitors
(Interest Categories)
Categories)
Percent Revenue from Percent Orders from New Percent High and Low
New and Returning and Returning Visitors and Satisfaction Visitors and Percent Visitors Using Search
Visitors and Customers Customers Customers
Percent Zero Result Percent Zero Yield Searches Order Conversion Rate Buyer Conversion Rate
Searches
New and Returning New and Returning Buyer Ratio of New to Returning Order Conversion Rate per
Visitor Conversion Rate Conversion Rate Visitors Campaign
Cart Start Rate Cart Completion Rate Checkout Start Rate Checkout Completion Rate
Ratio of Checkout Starts Information Find Conversion Search to Purchase Conversion
Landing Page “Stickiness”
to Cart Starts Rate Rate
Search Results to Site Download Completion Rate Form Completion Rate
Exits Ratio

60. ROI en meetplan

61. ROI
Verbetering
Rendementberekening website www.dezwerver.nl Oud Nieuw verschil
periode: Maart 2007 - Maart 2008 Gem. orders 96 497 520%
Gem. omzet ! 1.938 ! 11.727 605%
Lancering nieuwe website: juni 2007
ROI 21%
Door: Stefan Wobben (stefan@concept7.nl)
Opbrengsten
maart april mei juni juli augustus september oktober november december januari februari maart Totaal
orders 114 96 77 324 473 456 338 381 379 440 738 657 783 5.256
omzet ! 2.315 ! 1.938 ! 1.560 ! 6.835 ! 10.490 ! 9.748 ! 8.575 ! 10.211 ! 10.670 ! 12.686 ! 15.958 ! 14.462 ! 17.633 ! 123.081
gem. order bedrag ! 20 ! 20 ! 20 ! 21 ! 22 ! 21 ! 25 ! 27 ! 28 ! 29 ! 22 ! 22 ! 23 ! 22
Inkoop ! 1.621 ! 1.356 ! 1.092 ! 4.784 ! 7.343 ! 6.824 ! 6.002 ! 7.148 ! 7.469 ! 8.880 ! 11.171 ! 10.123 ! 12.343 ! 86.157
Hosting !0 ! 21 ! 21 ! 21 ! 21 ! 21 ! 21 ! 21 ! 21 ! 21 ! 21 ! 21 ! 21 ! 252
Ontwikkeling site ! 2.802 !0 ! 6.538 !0 !0 !0 !0 !0 !0 !0 !0 !0 !0 ! 9.340
Webmanagement !0 !0 !0 !0 !0 !0 !0 ! 1.000 !0 !0 !0 !0 !0 ! 1.000
Totale kosten ! 4.423 ! 1.377 ! 7.651 ! 4.805 ! 7.364 ! 6.845 ! 6.023 ! 8.169 ! 7.490 ! 8.901 ! 11.192 ! 10.144 ! 12.364 ! 96.749
Winst ! 2.107- ! 560 ! 6.091- ! 2.029 ! 3.126 ! 2.903 ! 2.551 ! 2.042 ! 3.180 ! 3.785 ! 4.766 ! 4.318 ! 5.269 ! 26.332
Ontwikkeling winst Stijging omzet Rendement op investering
30.000 !20.000 150.000
omzet
22.500 Totale kosten
!15.000 112.500
15.000
7.500 !10.000 75.000
Nieuwe
0 website live
!5.000 37.500
-7.500
-15.000 !0 0
maart cum juni cum sep cum dec cum Totaal maart mei juni juli september december maart maart cum juni cum sep cum dec cum Totaal

63. bepaal per
betrokkene de kpi’s

64. hoofdstuk 6
van meten naar actie

65. kwalitatief onderzoek
usability testen Solve
problems kwantitatief onderzoek
Web Analytics data
(A/B en multivariate testen)
Usability Evaluate
solutions
Engineering
Track
problems
kwantitatief onderzoek
Web Analytics data

66. website ontwikkeling
als iteratief proces
doel
tijd

67. inzicht = actie

68. 5% van je website
is goed voor 25%
van haar waarde

72. verplaats je in je bezoeker

73. Lex Eissens
beslist snel op basis van logica
gevoelig voor schoonheid
Hoe komt Lex op onze website? 100%
Wat gaat Lex bekijken? 50%
Hoe kiest Lex? 10%
Wanneer koopt Lex? 2%
Komt Lex terug? 1%

75. Track
problems
kwantitatief onderzoek
Web Analytics data

76. segmenteer
nieuwe versus terugkerende
bezoeken (geografisch) talen bezoeken (dagelijks, per uur)
bezoekers
unieke bezoekers paginaweergaves gemiddelde paginaweergaves tijd op site
weigeringspercentage bezoekersloyaliteit geschiedenis bezoekduur
bezoekdiepte browsers besturingssystemen browser en besturingssystemen
schermkleuren schermresoluties flash versies java ondersteuning
netwerklocatie hostnamen verbindingssnelheden direct verkeer
verwijzende sites zoekmachines zoekwoorden adwords campagnes
zoekwoordposities campagnes advertentievarianten belangrijkste inhoud
inhoud op titel bestemmingspagina’s uitstappagina’s interne zoekfunctie gebruik
interne zoekfunctie interne zoekfunctie interne zoekfunctie bezoeken met zoekopdracht
zoekwoorden startpagina’s bestemmingspagina’s
conversie

78. kwalitatief onderzoek
usability testen Solve
problems kwantitatief onderzoek
Web Analytics data
(A/B en multivariate testen)
Evaluate
solutions

79. website ontwikkeling
als iteratief proces
+ 24%
+ 99%

80. geef context aan je
gegevens

85. google analytics en statline
plaats bezoeken % conv. % conv. abs. bedrijven %
Groningen 404 62 0,25 1 615 18
Amsterdam 184 28 1,09 2 2600 77
Assen 59 10 1,69 1 175 5
647 3390

86. en nu zelf op
ontdekkingsreis

87. bereid een online
experiment voor

88. komen, kijken, kiezen,
kopen, terugkomen

89. have fun

90. aanbevolen literatuur

91. web analytics aanbieders

93. kpi definities

94. Average Page Views per Visit
Page Views / Visits

95. Average Visits per Visitor
Total Visits / Total Visitors

96. Average Time to Respond to Email
Inquiries
Sum of Response Times / Total Number of Email Inquiries

97. Average Cost per Visitor
Sum of Acquisition Marketing Costs / Visitors

98. Average Cost per Visit
Sum of Acquisition Marketing Costs / Visits

99. Average Cost per Conversion
Sum of Acquisition Marketing Costs / Total Conversion Events

100. Average Revenue per Visitor
Sum of Revenue Generated / Visitors

101. Average Revenue per Visit
Sum of Revenue Generated / Visits

102. Average Order Value
Sum of Revenue Generated / Number of Orders Taken

103. Average Items per Cart Completed
Sum of Products Purchased / Number of Completed Shopping Carts

104. Average Clicks per Impression by
Campaign Type (CTR)
Total Clicks / Total Impressions Served

105. Average Visits Prior to Conversion
Sum of Pre-Conversion Visits / Total Conversions

106. Average Visits Prior to Conversion
Sum of Pre-Conversion Visits / Total Conversions

107. Average Searches per Visit
Total Number of Searches / Total Visits

108. Percent New and Returning Visitors
Total New Visitors / All Visitors
Total Returning Visitors / All Visitors

109. Percent New and Returning
Customers
Total New Customers / All Customers
Total Returning Customers / All Customers

110. Percent Visitors in a Specific Segment
Total Visitors in the Segment / Total Visitors

111. Percentage of High, Medium and Low
Time Spent Visits
Total Number of Visits Spending Less Than 30 Seconds on
the Site / All Visits
Total Number of Visits Spending Less Than 30 Seconds and
Five Minutes on the Site / All Visits
Total Number of Visits Spending More Than Five Minutes on
the Site / All Visits

112. Percentage of High, Medium and Low
Click Depth Visits
Total Number of Visits of Two Clicks or Less / All Visits
Total Number of Visits of Three to Five Clicks / All Visits
Total Number of Visits of More Than Five Clicks / All Visits

113. Percentage of High, Medium and Low
Recency Visitors
Total Number of Low Recency Users / All Visits
Total Number of Medium Recency Users / All Visits
Total Number of High Recency Users / All Visits

114. Percent Revenue from New and
Returning Visitors and Customers
Total Revenue from New Visitors / Total Revenue
Total Revenue from Returning Visitors / Total Revenue
* visitors kunnen ook customers zijn

115. Percent Orders from New and
Returning Visitors and Customers
Total Orders from New Visitors / Total Orders
Total Orders from Returning Visitors / Total Orders
* visitors kunnen ook customers zijn

116. Percent High and Low Satisfaction
Customers
Total Number of Visitors Scoring a High Level of
Satisfaction / All Measured Visitors
Total Number of Visitors Scoring a Low Level of
Satisfaction / All Measured Visitors
* visitors kunnen ook customers zijn

117. Percent Visitors Using Search
Total Number of Visitors Who See at Least One
“Search Results” Page / All Visitors

118. Percent Zero Result Searches
Total Number of “Zero Result” Searches / All
Search Results

119. Order Conversion Rate
Total Number of Orders Taken / Total Visits

120. Buyer Conversion Rate
Total Customers Converted / All Visitors

121. New and Returning Visitor Conversion
Rate
Total New Visitors Converted / All Visitors
Total Returning Visitors Converted / All Visitors

122. New and Returning Buyer Conversion
Rate
Total New Customers Converted / All Visitors
Total Returning Customers Converted / All Visitors

123. Ratio of New to Returning Visitors
Total New Visitors / Total Returning Visitors

124. Cart Start Rate
Total Visits where a Shopping Cart is Started / All Visits

125. Cart Completion Rate
Total Orders / Total Visits where a Shopping Cart is Started

126. Checkout Start Rate
Total Visits where the Checkout Button is Clicked / All Visits

127. Checkout Completion Rate
Total Orders / Total Visits where the Checkout Process is Started

128. Checkout Completion Rate
Total Orders / Total Visits where the Checkout Process is Started

129. Ratio of Checkout Starts to Cart
Starts
Total Visits where the Checkout Process is Started / Total Visits
where a Shopping Cart is Started

130. Landing Page “Stickiness”
1.00 (Single Acces Page Views of that Page / Entry Page Views of
the Same Page

131. Information Find Conversion Rate
Total Number of Visits to the Goal Page / Total Visits

132. Search to Purchase Conversion Rate
Total Orders Attributed to Searches / Total Number
of Visits to a Search Results Page

133. Search Results to Site Exit Ratio
Total Site Exits from Search Results Page / Total
Number of Visits to a Search Results Page

134. Form Completion Rate
Number of Visits in which the Form is Submitted / Total
Visits in which the Visitor Started Completing the Form