Omniture Consulting Client satisfaction is key to our success

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Omniture ConsultingClient satisfaction is key to
our success
This Omniture Consulting relationship has truly
helped us scale our analyses of member behavior
and has guided business-critical decisions.
The value that Omniture Consulting provides is
core to our success.
The Omniture consultants are valuable partners
offering excellent web analytics perspectives
that apply seamlessly with our clients needs.
The Omniture Consulting Group has provided us
with deep product knowledge and unparalleled web
analytics experiencewe consider our consultant
to be an invaluable partner.
Omnitures Consulting Group has taken an already
great Web analytics tool and converted it into an
integral part of our business decision making
process.
Omniture's Consultant Group gave us the
confidence we needed by transforming our business
concepts into business reality.
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Website Analytics in a nutshell - Understanding
how customers interact with your website

• Brandon Hartness
• Omniture Best Practices Consultant
• bhartness_at_omniture.com

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Presenter Introduction
Brandon Hartness
Senior Consultant

• 11 years e-Commerce Experience
• 1.5 years as Omniture Best Practices Consultant
  within the Retail Vertical
• Leads the Omniture Mid-Market Retail Consulting
  team focused exclusively on driving solutions and
  innovation among our roster of Retail customers

Omniture Retail Clients
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Agenda
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• Introduction to Omniture Consulting
• Fundamental Retail Solutions
• Question and Answer

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Omniture ConsultingWe exist for one
reasonMaximizing your success
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Implementation Methodology
Standard Implementations
Many actions
Many reports
Fusion
F O C U S
littlevalue
maximumvalue
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Another way to look at Omniture Consulting (OCS)

• Typical Analytics Implementation
• Functional
• Smart
• Gets you from point A to point B

• OCS Analytics Implementation
• Upgrade to a typical implementation
• Pro-active
• Gets you from point A to point B much
  quicker

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Agenda

• Introduction to Omniture Consulting
• Fundamental Retail Solutions
• 3. Question and Answer

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Page Content Identification
Sample Business Questions
The Fundamentals

• What are my most popular pages?
• What paths do users most frequently take?
• Where do users exit my site?
• Which pages have the highest bounce rate?

• Page and Content Identification
• Page Effectiveness
• Page Real Estate Valuation (ClickMap)
• Shopping Cart Performance
• Payment Fulfillment Methods
• Product Category Analysis
• Product Finding Methods
• Product Merchandising
• Internal Search Optimization
• Internal Campaign Success
• External Campaigns Success
• Paid and Natural Search Tracking

• Bounce Rate
• Exit Rate
• Avg. Time Spent

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Content HierarchyTrack multiple levels of
granularity
Page Type Level
Category Level
Sub-Category Level
Page Level
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Page and Content Identification How do customers
path through the site?
Path analysis reveals key patterns in how
visitors are navigating the site and utilizing
the different pages, site sections, or page types
during a visit. For example, it can help to
answer high-level questions such as the most
common next steps after landing on the homepage.
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Page and Content Identification What site
sections are the stickiest?
Sample Data
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Page and Content Identification What is the
fallout from a page template perspective?
Sample Data
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Take Action Today Leveraging Content
Hierarchy Creating a Page and Content
Identification strategy for your site

• Variable Value
• Page Type Sub-Sub-Category Page
• Category Appliances
• Sub-Category AppliancesRefrigerators Freezers
• Sub-Sub-Category AppliancesRefrigerators
  FreezersRefrigerators
• PageName AppliancesRefrigerators
  FreezersRefrigerators

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Product Merchandising
The Fundamentals

• Page and Content Identification
• Page Effectiveness
• Page Real Estate Valuation (ClickMap)
• Shopping Cart Performance
• Payment Fulfillment Methods
• Product Category Analysis
• Product Finding Methods
• Product Merchandising
• Internal Search Optimization
• Internal Campaign Success
• External Campaigns Success
• Paid and Natural Search Tracking

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Product MerchandisingAnswering the How?
Scenario Buyers/Merchants want to understand the
effectiveness of their product merchandising

• What categories/paths are visitors using to find
  this product?
• Are there categories that warrant deprecation?
• What products are selling best within each of the
  categories?

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Product Merchandising Answering the How?

• How was the product found and added to cart?
• What categories drive the most sales and have the
  highest conversion for that product?
• How does this influence cross-categorization and
  cross-promotions, etc?

Sample Data
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Internal Search Optimization
The Fundamentals

• Page and Content Identification
• Page Effectiveness
• Page Real Estate Valuation (ClickMap)
• Shopping Cart Performance
• Payment Fulfillment Methods
• Product Category Analysis
• Product Finding Methods
• Product Merchandising
• Internal Search Optimization
• Internal Campaign Success
• External Campaigns Success
• Paid and Natural Search Tracking

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Internal SearchWhat are the highest converting
search terms and what products are sold from
those terms?
Sample Data
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Internal SearchTracking Null results gives
additional insight into visitor behavior

• Optimization Opportunities
• Misspelled search terms?
• New product trends?
• Search index inaccurate?

Sample Data
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Internal SearchWhat are the total number of
results per search term?
Evaluate of results with search terms
Evaluate search term with of results

• Optimization Opportunities
• Relevant Results?
• Potential buyers overwhelmed?
• Potential buyers underwhelmed?

Sample Data
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Internal SearchIs there a trend in the original
Search Page?
Evaluate search terms with the search page

• Optimization Opportunities
• Why are users searching this keyword from this
  page?
• Are the categories and subcategories named
  appropriately?
• How can we improve cross-categorization?
• Are we offering the appropriate refinements?

Sample Data
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Internal Campaign Success
The Fundamentals

• Page and Content Identification
• Page Effectiveness
• Page Real Estate Valuation (ClickMap)
• Shopping Cart Performance
• Payment Fulfillment Methods
• Product Category Analysis
• Product Finding Methods
• Product Merchandising
• Internal Search Optimization
• Internal Campaign Success
• External Campaigns Success
• Paid and Natural Search Tracking

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Internal Campaign TrackingHow are you measuring
valuable site real estate?
Treat internal campaigns just like external
campaigns (but in a different variable)
Sample Data
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Internal Campaign Tracking ReportsAnalyze your
success at different levels
Sample Data
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Agenda

• Introduction to Omniture Consulting
• Fundamental Retail Solutions
• Question Answer

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Questions?

• Brandon Hartness
• Omniture Best Practices Consultant
• bhartness_at_omniture.com
• Twitter - _at_bhartness

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Retail Vertical Fundamentals

• Page Content Identification
• What are my most popular pages?
• What are my most popular site sections?
• What paths do users most frequently take?
• Shopping Cart Performance
• What are my most popular products?
• What are my highest converting products?
• What is the fallout rate of my shopping cart?
• Product Finding Methods
• Which general methods do people use to find and
  purchase products?
• Which method is most effective?
• Search, browse, internal campaigns, gift
  registry, featured products, etc
• Product Category Merchandising
• Which categories drive the most orders and
  revenue?
• Which categories are products being found
  through?

• External Campaigns
• Which campaigns drive the most traffic to my
  site?
• Which campaigns have the highest site conversion?
• Product Category Analysis
• Which product categories generate the most orders
  and revenue on my site?
• Which product brands sell best on my site?
• Paid and Natural Search Tracking
• Which paid/natural keywords contribute most to my
  site success?
• Which paid/natural search engines contribute most
  to my site success?
• Page Effectiveness
• Which pages participate in site success most
  frequently?
• What are my bottom performing pages?
• Payment Shipping Methods
• Which payment shipping methods are visitors
  using on my site?
• Which methods have the highest conversion?