measure digital to ignite results not reports peter howley, principal consultant empirical path
TRANSCRIPT
Measure Digitalto Ignite Results not ReportsPeter Howley, Principal Consultant
Empirical Path
‣Introduction ‣Status Quo‣Count Conversions‣Segment Audience‣Test Ideas‣Share Insights
agenda
About me
‣ Led web analytics at washingtonpost.com
‣ Led branding business at #1 online ad network
‣ Founded Empirical Path in 2002
‣ Earned Google Analytics and Omniture certifications
Why measure?‣ Defend digital investment
‣ Compare online to offline
‣ Right-size digital investment
‣ Re-allocate to most valuable activities
‣ Celebrate and reward successes
‣ Learn from mistakes
status quo
Reports that measure only how many people entered the funnel:
‣Impressions
‣Visits
‣Unique visitors
‣Friends
‣Followers
Count conversionsMeasure how many times they complete the funnel (& achieve campaign goal):
‣Purchases
‣Social shares
‣Email signups
‣Contacts via form & phone
‣File downloads
‣Video views
Main Domai
n
Conversions: offer
Vendor Domai
n
Conversions: checkout
Conversions: funnel report
NOTE: All data disguised
Show all, new,
returning, or
campaign, etc. visits
Conversions: cross-channel
NOTE: All data disguised
Only cumulative share
data
No share data
Conversions: sharing
Conversions: report
NOTE: All data disguised
segment audienceMeasure conversion rate for each key segment of visitors.
‣ Traffic source (PPC, email, SEO)‣ Geography‣ Loyalty (new, returning)‣ Content interest‣ Prior purchase‣ Answers to survey questions
Segments: visitor typeUnique
content for each
audience
Segments: visitor type
Segments: visitor type reporting
NOTE: All data disguised
Row for each
segment…in any report
Conversion rates for multiple
goals
Segments: ad campaigns
Segments: social campaigns
Segments: partner campaigns
Segments: Campaign tagging
1 row for each link or set of links
worth tracking
Ties in other
analytics tools
Tells analytics
which channel worked
Segments: Campaign tagging
Segments: Campaign reportingRevenue
Other Conversion
s
test ideas
Experiment with ideas and use conversion rate in key segments to pick a winner:‣ Landing Page‣ Ad Copy‣ Home Page‣ Offer‣ Discount‣ Button color
A B
Above-the-fold call-to-
action
23% of next clicks from the
homepage are to promotions
23% of next clicks from the
homepage are to promotions
23% of next clicks from the
homepage are to promotions
23% of next clicks from
the homepage
are to promotions
Test ideas: inspiration
Carousel dominates above-the-
fold
Copy pushes
everything but
Carousel below fold
79% of page views are entries to the site
Test ideas: analysis
Test ideas: execution
Revenue per
Pageview shot up
Bounce rate
improved
Pageviews dropped as client cut
PPC
Test ideas: results
Visits viewing page spent 32% more
despite falling 73%
Oh yeah!
Test ideas: results
Downplay; 9% click
but 27% of those come
back
Shrink; pushes
products & prices down
Shrink; pushes
products & prices down
Keep; 18% of
entrances click
Lose; draws eye from
product art & headline
Test ideas: analysis
Test ideas: results
share insightsGet analytics reports, findings & recommendations to decision-makers
‣Build useful dashboards
‣Email reports automatically
‣Try out mobile apps
‣Display real-time metrics
dashboard
Auto-Emailed report
Mobile apps
Real-time displays
Real-time displays
Real-time displays
Real-time displays
Goal completed‣ Go beyond default reports
‣ Measure conversions and segments
‣ Put data into action by testing ideas and sharing insights
Thank you
Questions now?
Questions later:
‣ 505-856-6131
‣ @phowley99 | @EmpiricalPath
‣ Facebook.com/EmpiricalPath