Jim Sterne

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Measuring Your Site from All Angles

• Jim Sterne
• Target Marketing

jsterne_at_targeting.com 1 805-965-3184 www.target
ing.com
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Jim SterneTarget Marketing

• Internet Marketing Consulting
• Strategy
• Action Plans
• Corporate Coordination
• Author of 5 Books
• World Wide Wed Marketing, 2nd Edition
• Customer Service on the Internet, 2nd Edition
• What Makes People Click Advertising on the Web
• Email Marketing
• Web Metrics Proven Methods for Measuring
• Web Site Success
• Founding Director
• Web Analytics Association

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How Much TechnologyDo You Need?

• Make the distinction between
• information that is Interesting and
• information that is Useful

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Data Capture

• Performance Monitors
• Server Log Files
• Cookies
• Packet Sniffing
• Web Beacon (cleardot.gif)
• Client Side Surveillance
• Panel Observation

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How Much TechnologyDo You Need?

• Make the distinction between
• information that is Interesting and
• information that is Useful

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How You Can Use Web Analytics

• Assess Attention
• Calibrate Navigation
• Calculate Content
• Compute Conversion
• Appraise Customer Experience

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Attracting Attention

• Getting Attention
• Search Engine Ranking
• Buying Attention
• Search Prominence
• Banners Links
• Email

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Search Engine Ranking

• For Each Keyword
• How high do you rank?
• Change in ranking change in traffic?
• Does traffic success?

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You Gotta Have Goals
Conversion Event

• Registrations
• Pamphlet downloads
• Form downloads
• File paperwork
• Online interactivity

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Email is MarvelouslyMeasurable

• Sends
• Opens
• Forwards
• Clicks
• Unsubscribes
• Sales

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You Gotta Have Goals
Conversion Event

• Registrations
• Pamphlet downloads
• Form downloads
• File paperwork
• Online interactivity
• Overall productivity

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Web Site NavigationDivining by Pageviews
Home
Information
Subject A
Subject B
Contact
Services
Subject C
News
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Web Site NavigationDivining by Clickstream
Home
Interactive Services
Information
Subject A
Subject B
Information
Subject C
Information
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Leakage
100
50 leave
50
50 leave
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How You Can Use Web Analytics

• Examine Attention
• Calibrate Navigation
• Calculate Content
• Compute Conversion
• Appraise Customer Experience

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Content Costs

• Write copy
• Proof copy
• Create graphics
• Format layout
• Maintain index/site map
• Maintain navigation
• Host serve

Does every page have a purpose?
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Content Value

• Content must
• Lower costs
• Delay costs
• Raise revenue
• Speed revenue
• Increase citizen satisfaction

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Shopping Cart Analysis

• Likely to buy combinations
• Likely to abandon combinations
• Likely upsell
• Likely cross-sell

Cookies Cake Peanut butter
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A/B Split Testing

• Multiple versions multiple pages
• Served to every Nth visitor
• Cookies for consistency
• Automated results feedback

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How You Can Use Web Analytics

• Examine Attention
• Calibrate Navigation
• Calculate Content
• Compute Conversion
• Appraise Customer Experience

Citizen Satisfaction
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Ask Your Customers

• Was it easy to find things?
• Did you get the information you need?
• Will you use the service again?
• How else can we help?

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Feedback Loop Gap
Capture
Execute
Cleanse Internal
The Feedback Loop
Plan
Measure
Interpret
Analyze
Report
Jim Sterne www.targeting.com
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Web Metrics Must Come from Business Side
Push vs. Pull

• What are you trying to accomplish?
• How do you tell if you are getting closer?
• What metrics indicate success?
• Request those reports

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http//www.ers.usda.gov/AboutERS/oursite/Analytics
Manager.htm
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The Moral of My Story

• All of this is USELESS
• Unless its
• ACTIONABLE