Analytics, Success Metrics

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Analytics, Success Metrics ROI

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• Analyzing around web-based conversions using CII

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I was a morbid child
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The marketer as predator
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The antlions lair
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The web conversion funnel
100 page views
50 page views
30 page views
15 page views
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Antlions Lair Conversion Funnel
Conversion
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Ants near the lair opportunity!
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The closer they roam, the more likely there will
be dinner tonight
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Likewise, the more ants that roam, and more often
they roam nearby
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The better your antlion eats!
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Most site owners know how to increase traffic to
their funnels

• Banner ads
• Organic search
• Pay-per-click
• URLs on print ads
• Traffic from referral sites
• Directories
• Social bookmarking sites
• etc.

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Theyre less able to boost a visitors odds of
lingering, or coming back
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The challenge
People usually visit a site several times before
entering a funnel, yet
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The challenge
They will only linger, or return, if you give
them something of interest But,
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The challenge
there is no objective way to measure visitor
interest in a pages content.
And you cant manage what you dont measure.
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Now interest can be measured

• The Content Interest Index helps you coach your
  content managers on how to make your site more
  sticky.

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It answers the question What do ants like to
eat?
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It does this by studying ant behavior
This metric learns what ants are taking back to
their nest.
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It also observes what they tell each other
about their recent visit.
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So you can ensure that youve covered the area
near your funnels with whats most interesting to
your prey.
Er, market.
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Download my full case study in Acrobat
form. Thank you! Please forward this freely, and
visit www.digitalsolid.com or email Jeff Larche
at jlarche_at_ec-connection or call him at (414)
278-6082 Thanks!