gamc2010 06 - remodeling plasa.com - justin lee - point star

Google Confidential and Proprietary 1

Redesigning Plasa.com By PointStar Pte. Ltd.

Justin Lee Director [email protected] http://www.point-star.net http://www.google.com/profiles/PointStar.Pte.Ltd

Google Analytics Master Class 2010 #gamc

Client: PT MetraNet

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Since 1996:

Over 125M subscribers


Agenda

•  Challenges for Plasa.com

•  Google Analytics Analysis

•  Insights from Google Analytics for Mobile Website

•  What PointStar and MetraNet Learnt

•  Key Takeaways

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Google Analytics Master Class 2010 #gamc 4

Sep 2009: Ranked #132 Alexa.com

Aim: Revamp Plasa.com into an E-Commerce Portal, serving Indonesia and

beyond.

Current Site Analysis

Market Analysis

Identify Opportunities

Recommend Strategies

Our Analytics Consulting Process


Out with the Old, In with the New

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…Before

After


Current Website Analysis

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….11.2 Million Visitors

Email

Forum

Movie

Review

Over 30 Features?

Haphazard

Incoherent


Challenges

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•  Identify Consumer Patterns

•  Users to Retain?

•  Features to Retain?


Google Analytics Results – Key Issues

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68.93% of 11.2M Visitors Stayed for only 0-10 seconds


Interpretation of Data

Key Issue Identified : 68.93% - Many visitors but features are not retaining their interest sufficiently.

Workaround: Core group represented by the 9.08%; need to keep features like KSI to preserve the loyalty of these visitors.

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Google Analytics Results – Key Issues

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Only 8.13% of Traffic From Search Engines


Interpretation of Data

Typical E-Commerce websites derive larger share of search engine traffic.

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365+ Million Visitors

Leapfish.com

As compared to:

Recommendation: Content of pages - search engine optimized. Structure of website - search engine friendly. Site Maps - to be provided so search engines can “drill” deep into Plasa.com website.


Google Analytics – Mobile Visitors

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2%


Solution: Key Opportunity - Mobile Market

Indonesia: Behemoth mobile-oriented market.

Multiple research reports have indicated that the Smartphone market would continue to grow exponentially in the coming years.

Plasa.com aims to be well positioned for this by developing mobile version(s) of each website so that millions of mobile consumers can browse its store and services.

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Google Analytics Tracking for Mobile Websites

✔ No need for deployment of (yet) another analytics tool; website performance would not be slowed down.

✔ Ability to receive aggregate statistics across web and mobile.

✔  Empowers decision makers to profile/segment data within one tool to get the necessary vital insights.

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Benefits

Plasa.com’s Team was happy to learn of Google Analytics Tracking for Mobile Apps, and made steps to incorporate

these features immediately.


Plasa.com’s Mobile Website

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iPhone Windows Mobile

BlackBerry Android Symbian

Over 1,000

Models


And From This We’ve Gained..

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Lesson 1:

Watch Out For High Bounce Rates!

Not all your traffic is relevant.

Focus your analysis on visitors who stay.



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Lesson 2:

Zoom In On Your Most Loyal Users

Derive insights based on what your most loyal users are doing. There may be

winners amongst them.



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Lesson 3:

Do Not Ignore The Mobile Market

In today’s world, it is no longer enough to build for desktop users only. Make sure to

design user interfaces to cater to specifically for mobile users.


Key Takeaway: Don’t Forsake the Mobile World!

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Google Confidential and Proprietary

Thank You!

http:///www.point-star.net/category/blog 6773-0987 [email protected]

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gamc2010 06 - remodeling plasa.com - justin lee - point star

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