ebusiness ecommerce 5-6 analytics
TRANSCRIPT
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Webmarketing
5-6 AnalyticsMatthieu BRUCKERT
2016
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1. KPI
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1. KPI
Key Performance Indicator
(Indicateur Clé de Performance)
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Goals / Measures
How can you improve what you cannot measure?
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The KPI?
The KPI ?
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Result!
€
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€ = ?
• Revenue• Margin• Market Share
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Forecast…
• Lead?• Prospect?• Customer?
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Lead / Prospect / Customer
• Lead = Suspect• Prospect (Potential Customer)
• Customer
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Pipeline & Sales Funnel
1. Prospection (Prospect)
2. Opening Relationship
3. Qualifying Needs
4. Sales Proposal
5. Négociation
6. Closing (Customer)
Pipeline (Lead)
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KPI Edition / Press
• Number of visitors• Engagement• Pages• Conversion Rate• …
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Social NetworksNumber of interactions (Engagement rate per page)
Page Views from Social Networks
Incoming Links
…
Klout Score
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2. Google Analytics
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Google Analytics
• Web audience analysis• 80% world market…
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Google Analytics
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Home1. Menus
2. Account
3. Reports
4. Report Title
5. Segmentation
6. Tabs
7. Graphique
8. Data
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Web Configuration Tracking ID to implant in the website code
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Report Types
• Audience• Acquisition• Behavior
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Audience
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Visits• Number of Visitors
• Number of Unique Visitors
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Pages/Visit
Is your website interesting?
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Visit duration
Can you catch the attention of your visitors?
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Google AnalyticsBounce Rate
Stopped on first page
Good Bounce Rate = 70%
(Bounce Rate email = non delivery)
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Acquisition
1. Direct Access2. Search Engine3. Links4. Adwords
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Google AnalyticsConversion Rate
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Direct access (none)
• Website notoriety• Brand notoriety
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Search engines
Organic Trafic /natural SEO
Keywords precision
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Links (referral)Direct Links
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AdWordsGoogle/CPC
Trafic coming from AdWords Campaigns
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Social Networks
1.Facebook2.t.Co (Twitter)
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Google AnalyticsSocial Networks Activity
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Mobile
Analytics also exists for Apps
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Google AnalyticsTargeting
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Real Time
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3. eCommerce
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THE KPI?
THE KPI ?
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Result!
€
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€ = ?
• Revenue• Margin• Market Share
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eCommerceConversion Rate (Lead 2 Customer)
Cost per Lead
Customer Journey (Need for an eCRM)
Repeated Visits (Loyalty)
Basket Drop-off rate
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Average basket
?
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Average basket
Revenue---------------------
Number of Orders
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Increase Average Basket
• Up-selling: options, warranties• Cross-selling: complementary
products in other range• Packs, Bundles• Promotions, Advantages, Gifts
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Improve product sheetsDescription
pictures, Vidéo, 360°
Advice / Testimonies / Storytelling
Click 2 Chat / Call / etc…
Promotions / Incentives
A/B testing