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Performance web metrics for software vendors

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Reporting vs. Analytics ... Traditional web analytics is dead. Measure what is important for your business and not what the web analytics tools gives you ... – PowerPoint PPT presentation

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Title: Performance web metrics for software vendors


1
Performance web metrics for software vendors
Methods of measuring the online marketing success
Adriana Iordan, Web Marketing Manager /
Avangate BV adriana.iordan_at_avangate.com
Software Industry Conference 12-14 July 2007
2
Agenda
  • Reporting versus Analytics
  • Take the risk out with web metrics
  • Primary Key Performance Metrics
  • How to get started with free tools
  • Examples
  • Conclusions

3
Reporting vs. Analytics
Source http//www.dilbert.com/
Numbers don't tell you anything by themselves -
they require context and interpretation
4
Reporting vs. Analytics
  • Dont confuse reporting with analysis.
  • Traditional web analytics is dead
  • Measure what is important for your business and
    not what the web analytics tools gives you
  • DATA versus MONEY

5
Take the risk out
  • Choose performance metrics that can
  • increase revenue
  • reduce costs
  • improve customer satisfaction
  • Where performance is measured, performance
    improves. Where performance is measured and
    reported, the rate of improvement accelerates."

6
Primary Performance Metrics
  • The Primary Performance Metrics
  • Money Spent / Unique Visitors Average Cost per
    Unique Visitor
  • Money Spent / Prospects Average Cost per
    Prospect
  • Money Spent / Customers Average Cost per
    Customer (CPA-cost per acquisition)

7
Primary Performance Metrics
  • More performance metrics
  • Desired Action / Total Number of Unique Visitors
    Conversion Rate ()
  • (Site visitors who stay on the site for less than
    10 seconds or viewed only one page) / (Total
    number of site visitors) Site Bounce Rates ()
    .
  • Do I make money?

8
Magic Conversion Rate
  • NEVER measure conversion rates without goals
  • Trend over time, segmentation is a MUST
  • Multi marketing channel conversion rate
  • Compare revenues with conversion rates
  • Measure, Experimentation Testing, Optimize

9
Where to start from?
  • How to start measuring?
  • Set your website objectives and goals
  • Free tools Google Analytics (javascript tags) or
    Clicktracks Appetizer (log file parsing)
  • Top Referrals and keywords

10
I want more..
  • What next?
  • Use Site Overlay report or CrazyEgg
  • See which landing pages are converting
  • Revenue by referring URLs or campaigns
  • Competition comparative traffic analysis with
    Alexa

11
I want more..
  • Dont PANIC!
  • Check site bounce rate to avoid spam traffic
  • Conversion rates, cost per visitor, cost per
    lead, cost per customer
  • Multivariate Testing with Google Website
    Optimizer
  • Measure, Test , Optimize

12
Examples
  • Site overlay Heatmaps

Google Analytics
Crazyegg.com
13
Examples
Context and Trends - what is the trend for my key
metrics?
14
Conclusions
  • Decide what is the best metric definition for you
  • Start with a free analytics software
  • Look at the top pages that lead to conversions
  • Measure bounce rates
  • Segment, measure, test and optimize

15
Interested in more ideas?
  • Additional ideas for applying analytics to your
    business (Web Analytics Guru)
  • Avinash Kaushik
  • Eric Peterson
  • Bryan Eisenberg
  • Jim Sterne.

16
  • Thank you!
  • adriana.iordan_at_avangate.com
  • Avangate Digest Newsletter
  • www.avangate.com/newsletter
  • Software Marketing Articles
  • www.avangate.com/articles
  • Guest Interviews
  • www.avangate.com/interviews
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