Optimizing your business online Web Analytics How to

Optimizing your business online Web Analytics How to raise effectiveness of websites and advertising campaigns Andrew Yunisov Managing Partner

Frequent visitor flow scenario Lost clients CPM, PPC $$$ Site Organic, Referral $$$ • 1 -3% conversion • 40 -50% bounce rate • Others are ‘unknown’ Web. Profiters — effective online marketing and web analytics Clients

Visual Example • A company runs PPC product campaigns • Budget for PPC: $3, 500 / month • Many keywords with high bounce rates (up to 80% and even more) • Loss from bouncing keywords ~ $1, 600 / month (45% of ad budget) Web. Profiters — effective online marketing and web analytics 3

What are Web Analytics? • Web Analytics – the objective tracking, collection, measurement, notification and analysis of quantitative Internet data with the goal of optimizing websites and online marketing initiatives (Web Analytics Association) Before: 1 -3% conversion / 40 -50% bounce After: 5 -10% conversion / 20 -30% bounce Web. Profiters — effective online marketing and web analytics 4

What does web analytics entail? • Standard visitor report – only answers the question “What is happening? ” • Web analytics mission – to answer the question «Why is this happening and what can be done further? » Web. Profiters — effective online marketing and web analytics 5

Numbers – nothing more than numbers… • High number of page views (e. g. for specific keyword) Is this from good content or difficult navigation? • Popular exit pages Intended exit pages or bad page quality? • High percentage of new visitors A good trend or very few returning customers? There are many hidden secrets in data. The key is to use full analytics cycle to make numbers insightful and actionable. Web. Profiters — effective online marketing and web analytics 6

Full analytics cycle: Trinity model by Avinash Kaushik Behavior Optimize site for optimal behavior Orders Conversions Transactions and AOV Data insights Result Impression ‘Nuances of results’ Clickstream analysis Click data segmentations ‘Numerical analysis’ Find out the client’s impression on the site Visitor satisfaction Surveys A/B or MVT testing ‘Client voice’ Increased KPIs Web. Profiters — effective online marketing and web analytics 7

Site surveys – what should one ask visitors? • Why did you come to our site? (various answers) • Was your visit successful? (Yes/No) • Did you find the information you needed quickly? (Yes/No) • Did you find the information on the site to be complete? (Yes/No) • Was the information given in an understandable way? (Yes/No) • What changes to the site would you recommend? (various answers) Survey is effective when you have an incentive for its completion. Every insightful data is paid and this is the cheapest one. Web. Profiters — effective online marketing and web analytics 8

Components of a survey using Bitrix CMS Web. Profiters — effective online marketing and web analytics 9

Example survey in Bitrix CMS Web. Profiters — effective online marketing and web analytics 10

Example survey in Bitrix CMS • Discount on ticket after survey • 80% of visitors viewing the schedule • Schedule is on main page, that’s why it will be a bounce in the counter • However, the visitor goal is completed • The redesign pattern changed – no need for a new website, just additional event blocks on main page • Redesign cost reduction, sales in club (offline) grew by 30% Web. Profiters — effective online marketing and web analytics 11

Example of MVT-testing • Testing allows you to check design efficiency before implementation • Every change on website that could affect its economic value should be tested • Variety of testing instruments: Google Website Optimizer or Bitrix CMS additional script • Example of the content elements testing for main page optimization: Р, Руб. or $, «Get money» or «Request a proposal» and hero text Web. Profiters — effective online marketing and web analytics 12

Example of MVT-testing 1 2 Web. Profiters — effective online marketing and web analytics 3 • Variation 2 was best • Advertising costs savings – 12% • Number of orders doubled 13

Keyword testing • Answer the question: «What keywords are the least effective and why? » • Optimize landing pages and/or change keywords Web. Profiters — effective online marketing and web analytics 14

Analysis of popular pages • Answer the question: «What pages are least effective? » • The next step is to determine the causes of ineffectiveness Web. Profiters — effective online marketing and web analytics 15

Why is a page ineffective? • Page navigation patterns • Page clickmap (site overlay or in-page analytics) Web. Profiters — effective online marketing and web analytics 16

Post-click analysis • Better understanding of link visibility on page • Best way to understand page interface problems Web. Profiters — effective online marketing and web analytics 17

Website funnels analysis • Internal funnel followed by only 1/66 or only 2% • Entry page to funnel needs to be checked (navigation/overlay/clicktale) Web. Profiters — effective online marketing and web analytics 18

Funnel drop analysis using Cliсk. Tale Web. Profiters — effective online marketing and web analytics 19

Form analytics using Click. Tale • Get insights on visitor interaction with each field • Delete/rename dropping fields Web. Profiters — effective online marketing and web analytics 20

Internal website search analysis • Find the queries that don’t have landing pages • Analyze queries – for online store it means data-driven e-store assortment management • Non e-commerce – find the content to be added on website Web. Profiters — effective online marketing and web analytics 21

The most insightful report for managers • Measure weighted conversions – contact page entry and lead have different business value Web. Profiters — effective online marketing and web analytics 22