DAVID LAKINSKEY MULTIMEDIA

MEASURING WEBSITE PERFORMANCE

WWW>KEYMULTIMEDIA.CO.UK

Measuring Website Performance

• Understand what is working and fix things that are not

• Make informed website design and content decisions

• Improve your site to convert more visitors into customers

• Track the performance of your keywords, banner ads, and other marketing campaigns

• Track metrics such as revenue, average order value, and booking conversion rates

• Track events of any type, including offsite links and email marketing

• To calculate value and return on investment (ROI)

• Set a benchmark to improve on

Why Measure the Web?

?

Set goals, because if you don’t set goals, how do you know you’ve scored?”

Lots of Ways to Measure Success

• Website visitors

• No. of enquiries

• No. of bookings

• Twitter followers

• Facebook likes

• YouTube views & subscribers

• Search Engine Rankings

• Number of Links

• Referrals

• PPC & Advertising metrics

• Email marketing

• Reviews / Rate My Park / TripAdvisor

• Whatever you decide to measure the key is being consistent

Measuring Online Success

Google Analytics

Google Analytics Overview

Analytics is a powerful application for tracking traffic patterns on your website. It is particularly powerful as it follows the sales cycle.

Audience Acquisition Behaviour Conversion

Where your visitors originate from and what keywords they use to arrive at your website

How the content on your site meets the needs & expectations of your users

Measure how well your website fulfils your target objectives e.g. bookings

Demographics, Interests, Geography and what technology they use

How much time

visitors spend

on your

website

Break down

site visitors by

geography and

language

Traffic flow of visitors’

page views across

your website

Set goals & track

conversions: enquiries

& bookings

Establish what

types of devices &

operating systems

your visitors are

using

Compare

website data

from different

time periods

Show stats for

landing & Exit pages

– Where do visitors

land when they

enter and where do

they leave?

Content drilldown

analyses

performance of

specific pages on

your site

Track events like

downloads,

performance of

emails, brochure

downloads, and

more

Track site visitors & pages

in real-time

Track the status of your

social campaigns:

referrals, conversions,

landing pages, etc.

6 Metrics Every Park Should Be Tracking

6Areas to

focus on

Visits / Sessions

Bounce Rates

Traffic Sources

Keywords

Visitor Flows

Goals & Conversions

1

2

3

4

5

6

KEY MULTIMEDIA

• The number of visitors is the number of unique individuals who have spent time on your website.

1. Visits / Sessions

• This is the number that gives all of the other percentages their meaning.

• Additional Visitor Metrics:-

– New vs. Returning, Frequency & Recency, Engagement

– Browser & Operating System

– Devices, Screen sizes

Why is it important?

e.g. If you have more than 25% of mobile traffic you need to think about mobile website

• A bounce occurs when a website visitor leaves after arriving on a page without visiting any other pages. A bounce is registered when instead of clicking on a link on your site; the user does one of the following things:

– Closes an open window or tab

– Types a new URL

– Clicks the “Back” button

– Lets the browser session time out (usually after 20-30 minutes)

2. Bounce Rate

Bounce rate is directly related your site navigation, design and how content is found on your pages

High bounce > 45%Site offering is poor or navigation is vague

Low bounce < 25%Visitors are enticed and want to click through

Why is it important?

• Measure the bounce rate of the key pages on your site, keywords and traffic sources

• Don't be afraid to modify your pages, and even rewrite the copy and experiment with ways to lower these higher bounce pages.

Why is it important?

• Traffic sources tell you where your site traffic is coming from including search engines, referrals from other websites, social networks, advertising campaigns, and more.

3. Traffic Sources

• This is a key section when determining which online marketing tactics are bringing the most visitors to your website.

– Top Referrals – channels, websites

– Campaigns – Adwords / PPC, Emails

– Keywords

– Social

• Combine these with other dimensions to give greater insight – conversions etc.

Why is it important?

• Site queries will show you which terms people are searching for when they find your site in a search engine.

4. Keywords

• See list of queries by linking with Webmaster Tools and get greater insight, impressions, clicks, average position and CTR.

4. Keywords

• Whether it is paid advertising (Adwords) or from organic search (free traffic from a search engine) you should be tracking keywords

• Identify keywords people are actually using to find your site.

• Once you establish a theme you can create a writing strategy in your copy to gain higher rankings on those keywords, thereby increasing the traffic to your site.

Why is it important?

• Graphical representation of the paths users took through your site, from the source, through the various pages, and where along their paths they exited your site.

5. Visitor Flows

• Graphical representation of the paths users took through your site, from the source, through the various pages, and where along their paths they exited your site.

• Helps you optimise your park pages and content

• Key pages to focus on – exit pages & pages that form part of the booking process

Why is it important?

Turn lookers into bookers!

• If your site is NOTconverting enquiries and bookings then it is NOT working!

• Conversions is the metric to track

6. Conversions

• The conversion rate of a page is the percentage of people who completed a desired action on that page, such as filling out a form or making a booking

• Pages with a high conversion rate are performing well.

• Industry averages are still shockingly low between 1.5% and 3%

6. Conversions

• Conversion rates are absolutely key to your sales and profits.

• Improving your conversion rates dramatically improve profits.

Why is it important?

• Set up your goals – enquiries, completed bookings

• Make sure your booking engine supports Google Analytics Ecommerce integration

• Ensure conversion tracking is across the whole booking process – i.e. booking engine, 3rd party booking system

• Start measuring conversions

Conversions

• Google Analytics can report on transactions if properly coded

• This allows you to see the following:

– Total transactions and revenue

– Transactions and revenue by source

– Individual booking transactions

– Transaction data can also be tied back to other reports

Ecommerce / Transaction Reports

Advanced Conversions

The true power of Google Analytics can be seen when you start combining data

• Social Media

• Video Plays

• Email

• Google Adwords

Other Measures

• Track social media activity in Google Analytics by adding your social media accounts. By default, if you have a Google+ account, this will automatically record data.

• You can also monitor on-site engagement by using ‘social plugins’. This will tell you what buttons they click on and what content they like and share.

Tracking Social Media

• Visit https://analytics.twitter.com/ and sign in with your Twitter login details

• Followers - explore the interests, locations, and demographics of your followers

• Tweet activity - measure engagement and learn how to make your tweets more successful

Twitter Analytics

Twitter Analytics

Twitter Analytics

• Track user interaction on your Facebook Page and better understand page performance

• Facebook Insights can be seen by all the admins of your page

• Use it to determine the best time of day to post, the best day of the week to post and what type of content is most popular.

• Facebook Insights tool is constantly updated to reflect your page’s developments and any patterns that may form. So you’ll need to keep checking back to keep in the loop.

Facebook Insights

Facebook Insights - Overview

Facebook Insights - Likes

Facebook Insights - Posts

Facebook Insights - People

Facebook Insights – Pages to Watch

• Email is the easiest and cheapest way of reaching your Park customers.

• However, designing a great email and sending it is only a half of the work. You will want to know if the message was received and read by the customer and what happened after it was sent.

Email Tracking

• Basic level – Outlook read receipts

• Use 3rd Party email services – Set up HTML & Text emails

– Import multiple email lists

– Schedule emails

– Track open rates, bounces and click-throughs

– Combine with Google Analytics and get a 360 degree view including which emails result in bookings

Email Tracking

• Linking your AdWords account and Google Analytics gives you access to the entire picture of customer behaviour, from advert click or impression through your site to conversion.

Link to Adwords

• Set up goals and a establish a key set of metrics to monitor

• Filter out internal / staff clicks so that data is genuine

• Integrate social activity and Adwords to provide a powerful picture of your digital marketing activity

• Install e-commerce tracking and track what matters …. Conversions

• Set up custom dashboards and schedule emails to save time

• Add analytics review to your weekly / monthly management meetings

• Use this information to Measure, Change, Measure

Analytics Top Tips

Top

Tips

DAVID LAKINSKEY MULTIMEDIA

MEASURING WEBSITE PERFORMANCE

WWW.KEYMULTIMEDIA.CO.UK