Transcript 293K PPT - Regent University

URCHIN
Measuring & Enhancing
Web Site Effectiveness
Albert Einstein
“If I were given one hour to save the planet,
I would spend 59 minutes defining the
problem and one minute resolving it.”
Bruce A. Snyder
12/14/05
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Nature of the Web Site
 More than information
 Intricate collection of:
 Processes
 Pathways
 Perceptions
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Nature of the Web Site
Think:
amusement park
vs.
amusing book
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Complexity of Web Site Design
 Incorporates best practices of
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Branding
Direct marketing
Sales
Search
Design
Usability
Copywriting
Analytics
Consumer psychology
Persuasion architecture
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State of the Web
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68.7% U.S. households use the internet
75% use the internet for information purposes
84% of online Americans have used search engines
On any given day online, more than half those using the Internet use search engines.
Traffic to Regent website up 44% (Oct ’04-Oct ’05)
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One-fifth (20%) of today’s college students began using computers between the ages of 5
and 8.
By the time they were 16 to 18 years old ALL of today’s current college students had begun
using computers – and the Internet was commonplace in the world in which they lived.
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www.internetworldstats.com – 10/05
US Dept of Commerce – 9/04
Pew/Internet Report – 1/05
Pew/Internet Report – 1/05
Regent University WebTrends – 12/05
Pew/Internet Report – 9/02
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“Action” Decision Process
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“Exchange” Process
Follow-up service
(satisfaction)
Complete the transaction
Make the presentation
Qualify the prospect
Establish a relationship
Develop prospects
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Web Sites as a Marketing Tool
 Are now the preferred channel for lead
generation
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Low cost
 Web sites are integral to:
 Traditional advertising
 Online advertising
 Search engine initiatives
 Referral marketing
 Special events
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Web Analytics – Marketing Applications
 Help optimize:
 Critical positioning statements
 Relevant site content
 User-centric hierarchy
 Best marketing mix
 Specific marketing segments
 Demographic
 Psychographic
 Behavioral
 Intentional process streams
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Sample Process Stream
BUSINESS GOAL
Generate Low-Cost, Online
Applications
VISITOR PROCESSES
Enter web site
Step A
Step B
Step C
Step D
Complete Application
CONVERSION FUNNEL
www.homepage
www.page2overview
www.page3degrees
www.page4bios
www.page5
Application
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Web Analytics – Marketing Applications
(con’t)
 Visitor Profiles
 Who are they?
 Where are they coming from?
 What are they doing?
 Optimize online forms
 Increase lead generation
 Measure offline marketing efforts
 Event brochures or postcards can be
conference-specific
 Produce business reports vs. data reports
 Measurement centered on goals
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Five Market-Driven
Web Site Components
 Structure
 Design
 Content
 Objectives
 Strategy
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Metrics
 Traffic Meters
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Volume, page count, session length, bounce
Trends, opportunities, problems
 Conversion Rates
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Effectiveness
Efficiency
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Metrics
METRIC
Total Sessions
WHAT IS IT?
Visitor sessions by
month or longer
BENEFITS
Identify seasonality
Trends in volume
Campaign impact
Impact of overall marketing mix
Page Views per
Session
Amount of pages
viewed per web site
visit
Measure level of interest
Identify usability issues
Gauge effectiveness of designed
processes
Average Length
of Session
Amount of time spent
on web site per visit
Content’s relevance to visitors
Indicates ease of readability
Validate navigation effectiveness
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Metrics (con’t)
METRIC
Entrance Pages
WHAT IS IT?
Where visitors begin
their web site
experience
BENEFITS
Provides information on market segments
Measure results of specific initiatives
Determine best allocation of marketing
budget and web content
Bounce Rates
Pages that visitors
enter the web site then
leave it
Effectiveness of target marketing
Issues with advertising
Issues with web content
Key Downloads
Most downloaded files
Marketing opportunities
Content trends
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Metrics (con’t)
METRIC
Concentration
WHAT IS IT?
Most requested pages
BENEFITS
Respond to areas of highest visitor
interest
Address key pages that are
underperforming
Conversion
CPV
Percentage of session
visitors completing
desired transaction(s)
Cost per Visitor
Benchmark for improving usability and
process design
Improve marketing mix
Monitor competitive impact
CPL
Cost per Lead (Inquiry)
Improve marketing mix
Segment leads by “quality”
Issues with usability, content, processes
CPA
Cost per Application
Quantify various marketing efforts
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Effective Web Sites
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Defined markets
Consumer-driven site architecture
Consumer-driven content
School-directed action items
Designed to measure
Modified as needed
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