in 25 Books in 2012

#16/25: Web Site Measurement Hacks

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 It’s a rather outdated but may be interesting if you want to know more about the development of web tracking systems.

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