advanced email techniques using web analytics to measure results nikki malnati...
Post on 19-Dec-2015
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Advanced Email TechniquesUsing Web Analytics to Measure Results
Nikki [email protected]
Regional Account ManagerWebTrends
Web analytics for smarter decisionsWeb analytics for smarter decisions
Your Website Is an Integral Channel
Store Front
Call CenterDirect Marketing
Customers
Website
Don’t Become a Statistic
Web Site
50% of web sales are lost because visitors can’t easily find content. ”“
Gartner Group
40% of repeat visitors are lost from negative experience.”“
Zona Research
85% of visitors abandon a new site due to poor design.”“
cPulse
Metrics Are Key to Management
Store Front
Call CenterDirect Marketing
Customers
Website
Store Front
Sales per square footStore-over-store sales
Sales per customer
Cost per callResolution rate per call
Terminated calls
Response rateSales per interaction
Cost per response
What are the key web metrics?
Completed Scenarios
Top Exit Pages
Total Page Views
Total HitsPage views by Content Group
Started Scenarios
Return Visits
Visits by Campaign
Single Access PagesTop Pages
Started ScenariosPage Hits
Total Visits
Visits by Campaign
Forward Path Analysis
Top Referrer
Visits by Content Group
Reverse Path Analysis
Popular Keyword Search, Browser Type
Duration
The Web is the Most Measurable Medium
Visits by Content Group
Completed ScenariosReverse Path Analysis
Single Access Pages
Total Visits
Visits by Campaign
Top Exit Pages
Total Page Views
Total Hits
Forward Path Analysis
Top Pages
Started Scenarios
Top Referrer
Popular Keyword Search, Browser Type
Started Scenarios
Page HitsDuration
Return Visits
Visits by CampaignPage Hits
Visits by Content Group
Completed ScenariosReverse Path Analysis
Single Access Pages
Total Visits
Visits by Campaign
Top Exit Pages
Total Page Views
Total Hits
Forward Path Analysis
Top Pages
Started Scenarios
Top Referrer
Popular Keyword Search, Browser Type
Started Scenarios
Page HitsDuration
Return Visits
Visits by CampaignPage Hits
Visits by Content Group
Completed Scenarios
Reverse Path Analysis
Single Access Pages
Total VisitsVisits by Campaign
Top Exit Pages
Page Views
Total Hits
Forward Path Analysis
Top Pages
Started Scenarios
Top Referrer
Popular Keyword Search, Browser Type
Started Scenarios
Page Hits
Duration
Return Visits
Visits by Campaign
Page Hits
Visits by Content Group
Single Access PagesPage ViewsTop Pages
Duration
Return Visits
Reverse Path AnalysisTotal VisitsTop Referrer
Page Hits
Top Exit Pages
Total HitsStarted Scenarios
Top Exit PagesTotal HitsStarted Scenarios
Single Access PagesPage Views Duration
Visits by CampaignVisits by Campaign
Match your analysis to your objectives
Acquisition Campaigns
Search
Broadcast
Partners
Banners
Direct Mail
Acquire
Acquisition Campaigns
Search
Broadcast
Partners
Banners
Direct Mail
Acquire
Analyzing Campaign Results
Metrics by Campaign Type
Visits Leads Conversion % Cost/Lead
Newsletters 30,000 6,000 20% $18
Banners 50,000 2,000 4% $62
E-mail 40,000 10,000 25% $14
Direct Mail 2,000 500 25% $80
Analyzing Campaign Results
Metrics of Specific Campaigns
Visits Leads Conversion %Cost/Lead
Customer Email #1 10,000 500 5%$125
Customer Email #2 500 30 6%$45
Valentine’s Day Promo Email 20,000 8,000 40%$9
Spring Sale Promo Email 10,000 3,000 30%$12
Monthly Newsletter 2,000 500 25%$25
Driving Visitors to Your Site Doesn’t Mean…
Welcome!
…That Your Site Will Entice Them to Convert
Click away.Click away.
Understand Your Conversion Scenarios
20,000 Visitors Respond to Email Campaign
75% Visit Learning Center
50% Select Featured Course
30% Go to Registration Page
10% Enter Registration Data
5% Complete Registration
1,000 Visitors Complete Scenario
Small Changes Can Create Big Results
20,000 Visitors Respond to Email Campaign
75% Visit Learning Center50% Select Featured Course
30% Go to Registration Page10% Enter Registration Data
7% Complete Registration
Just a 2% change can result in a dramatic difference.
1,400 Visitors+400 Complete Scenario
Get visitors to go deeper into the site, to return multiple times, and to convert to customers
Case Study: GeoPassageObjectives (Lead Generation & Commerce)
Increasing retention:
– Redesigned homepage to feature top destination countries
– Increased return visitors by 30%; homepage no longer top exit page
– On average, new customers visit the site 5 times before booking vacation packages, so they developed an e-mail newsletter to encourage repeat visitation (retention)
Determining what to feature in newsletter:
– Gauged Italy pages to be the most popular content on the site
– Featured Italy in newsletter, saw 400% increase in visits
Case Study: GeoPassageResults