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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 2 Nature of the Web Site More than information Intricate collection of: Processes Pathways Perceptions Bruce A. Snyder 12/14/05 3 Nature of the Web Site Think: amusement park vs. amusing book Bruce A. Snyder 12/14/05 4 Complexity of Web Site Design Incorporates best practices of Branding Direct marketing Sales Search Design Usability Copywriting Analytics Consumer psychology Persuasion architecture Bruce A. Snyder 12/14/05 5 State of the Web 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) 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. 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 Bruce A. Snyder 12/14/05 6 “Action” Decision Process Bruce A. Snyder 12/14/05 7 “Exchange” Process Follow-up service (satisfaction) Complete the transaction Make the presentation Qualify the prospect Establish a relationship Develop prospects Bruce A. Snyder 12/14/05 8 Web Sites as a Marketing Tool Are now the preferred channel for lead generation Low cost Web sites are integral to: Traditional advertising Online advertising Search engine initiatives Referral marketing Special events Bruce A. Snyder 12/14/05 9 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 Bruce A. Snyder 12/14/05 10 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 Bruce A. Snyder 12/14/05 11 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 Bruce A. Snyder 12/14/05 12 Five Market-Driven Web Site Components Structure Design Content Objectives Strategy Bruce A. Snyder 12/14/05 13 Metrics Traffic Meters Volume, page count, session length, bounce Trends, opportunities, problems Conversion Rates Effectiveness Efficiency Bruce A. Snyder 12/14/05 14 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 Bruce A. Snyder 12/14/05 15 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 Bruce A. Snyder 12/14/05 16 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 Bruce A. Snyder 12/14/05 17 Effective Web Sites Defined markets Consumer-driven site architecture Consumer-driven content School-directed action items Designed to measure Modified as needed Bruce A. Snyder 12/14/05 18