April 13, 2023

Time to look at the Results

Measuring and Increasing the outcome of digital activities

p. 01

April 13, 2023

p. 02

Looking at three basic performance indicators.If number of visitors is low, Bounce Rate is high and Time on Site is Low – we need to act!

Below is an example of the performance of a selection of our campaign sites

Setting the scene

April 13, 2023Why these sites in the first place? p. 03

- Define Objective:- Target groups (who and where in the “Patient Journey”), - Messaging (what to communicate – issue to move)- Goals (success criteria's)

- Do Landscape Analysis:- Who is currently targeting this online? (White space)- Competitors - 3rd party we can collaborate with- Other strong sources?- Current level of communication around issue (Noise & Opportunities)

Do we have a process in place that secures that no new activities are started without a discussion of purpose?

April 13, 2023

Setting the best digital KPI’sLinking the business goal to digital goals

p. 04

1. Measurability

2. Getting as close to a “purchase” as possible

3. Start with setting a complete conversion from “customer” initiation to final “buy”.- Set a “pre-site KPI”. The possible measureable actions before the “customers” enters the site,

- And a “Post-site KPI”. The actions after the customer has left the site.

4. Set the main on-site KPI.- e.g. a flow from a landing page => Conversion page => Exit page - e.g. “Taking action" => "How to check you skin" => "What to do next“

5. Put a $ value on the KPI.- What is a conversion worth ? - What are you willing to pay ?- Has the investment in the site/campaign paid of?- Also helps you for your PPC activities.

April 13, 2023

p. 05

= Page on site= Landing pages

= Conversion funnel

On site

On Social Media

= Pages/Blogs/Forums/Influencers on social talking about our issues, messages, campaigns, brands

On-site KPI’s and Social KPI’s

Search Keywords

April 13, 2023

Measuring points p. 06

Site Performance:All our websites have an Google Analytics tracking code installed.

Via this we have analyzed areas like:- Traffic Trends & Sources- Content Analysis- Visitor Behavior (Including Mobile &

Social)- Conversions- Technical issues

SitePerformance:

Google Analytics.Bounce rate, time on site, site

depth

External factors:SEO & Social Media Analysis.Which keywords drive to our

site? How is our brand & campaign effect in SM?

Insights

April 13, 2023

Measuring points p. 07

External factors:With social media our messaging is spread on other sites than our own. This impact is as relevant at the site performance – or even more!

Via this we have analyzed areas like:- Social media campaign mentions- Share of Voice: by brand- Share of Voice: by therapeutic area- Effect of campaign in terms of reach

and target audience

SitePerformance:

Google Analytics.Bounce rate, time on site, site

depth

External factors:SEO & Social Media Analysis.Which keywords drive to to our

site? How is our brand & campaign effect in SM?

Insights

April 13, 2023

On site insightsSetting of KPI’s, Goals and Funnels

p. 08

Only one of the 8 sites had set a KPI in the analytics tool, and it was not a optimal KPI.“Number of Visits” is not enough. If they Bounce and the time-on-site is very low, it’s a bad hit.

ACTION: Do local “Setting KPI workshops”

April 13, 2023

On site insightsLanding pages (SEO) and ”less is more”

p. 09

People do not access your site from the frontpage.Looking into what people are searching for in Google shows us what drives traffic to the site.And do we not have the right content – they will bounce…

ACTION: Focus content of the site for- Optimisation of the landing pages- And on strengthening the setup funnels of the site for a higher conversion

April 13, 2023

Social insightsCampaign-, brand spread and Influencers

p. 010

The talk about the local campaigns and our brands on Social Media is low.Spread is low, and there is a potential for working with influencers.

ACTION: Work with the best influencers

April 13, 2023

Tech changesSEO change frontpage + Optimize mobile

p. 011

April 13, 2023

SitePerformance:

Google Analytics.Bounce rate, time on site, site

depth

External factors:SEO & Social Media Analysis.Which keywords drive to to our

site? How is our brand & campaign effect in SM?

Insights

TechOptimize site settings, tagging, video settings, shareability etc.

Set GA KPI’s (Goals/funnels/conversions)

SEO/SMAAdjust content based on SEO &

external factors insights.Optimisation of landing- and

individual pages

Site Actions

ContentCreate landing pages. Build

content to target search. Adjust conversion flow from landing pages. UX based changes.

DrivePaid media strategy:

Adwords, re-targeting, behavioral targetting

MeasureTrack goals

OptimiseAdjust on all levers:

KPIs (on site + social), Paid media, SEO & content

The Campaign Value Optimisationflow that can be used locally forconstant observation & optimisation of the performance.

April 13, 2023

SummaryA change in how digital is executed

p. 013

New focus:

- Identification and maintenance of online KPIs for business goals and objectives

- Definition and support on conversion paths and most wanted responses according to target groups.

- Support in increasing the number of relevant visitors.

Global and local media plan strategy. Cost pr. Lead-and budget setting (ADwords, re-targetting, behavioral targetting)

- Improve conversion rates (HCP, Patient, Mobile, Corp.)

- Improve visitor experience by giving input to content improvements via external factors (Social, Keywords and taxonomy)

- Best practice sharing

- Scheduled “performance meetings”