Funny how a major economic downturn and the enforcement of fiscal responsibility will motivate people to make decisions based on available data, not just their gut instinct.
Customer intent
- Explicitly
- Landing page survey: What are you trying achieve today?
- On exit survey: Did you successfully achieve what you wanted to do?
- Implicity
- Obvious intent: ordering something, etc.
- Otherwise Keywords
Data Integration
- Marketing cost => campaign ROI
- Customer Satisfaction data
- Email campaigns
Try to apply analytics to your intranet
- How much do you save using this?
- Adaption
- Most frequent pages
Look at
- Broken links
- 404s
- Failures to respond
Start with your business objective (macroconversion) and try to generate micro-conversions
Email Marketing
- Hard Bounces – message not delivered
- Opening rate
- CTR
- Unsubscribes
- Landing page stickiness – do they keep moving or do the CTA?
Email Testing
- Layout
- Format – HTML, text, rich text
- Length
- Tone
- Date
- Return email address
- Subject line
- CTA
When you segment by traffic, you can do something
Scent trails
- create persona
- Use the right language
- build rapport by relevant copy and addressing issues
- present relevant solutions
Measuring the internal search engine
- Percentage of exits from the search page
- Usage for conversions
- Percentage with no results
- Top search terms
Measure Recency and Latency
- Recency – When was the last time the visitor/customer visited your site
- Latency – Time between different visits
- Segment into above and below average
- Helps you to estimate future earnings
Test offline campaign – geographic segmentation
- Control group
- Treatment group
KPIs for Online Retail
- AOV
- Order Conversion Rate
- Funnel analysis
- Visits under 90 seconds
KPIs for Content sites
- Average pages per visit
- Average visits per visitor
- Average time on site
- Visits with over 5-10 page views
KPIs for Lead Generation Sites
- Average hours to response
Okay book. It’s a rather outdated but may be interesting if you want to know more about the development of web tracking systems.