Serco Internal

Measuring your online success

Kate Doodson

Cosmic

@cosmickated

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What is superfast business?

• Superfast Business is a European Funded programme of fully

funded business support for SMEs

• Delivered by Peninsula Enterprise, working with the Local

Authorities & Connecting Devon & Somerset broadband rollout

project

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• Business advice and specialist support to help growth businesses maximise

the opportunities of Superfast Broadband and associated technologies.

• Businesses can get support to:

– Developing an ICT strategy

– Developing your ICT network/ infrastructure

– Engaging new and existing customers

– Collaboration

– Client Relationship Management Systems

– Flexible working

– Moving your business to the Cloud

– Business Continuity

• Eligibility criteria apply to businesses accessing the service

Superfast Business Support

Support Available – 12 hours of support

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1. Register on our website (which incorporates the Knowledge

Hub). www.superfastbusiness.co.uk to unlock access to a range of

resources and materials

2. Check your eligbility

3. Let us know what areas of ICT and technology you might be interested

in

4. Talk to our Client Relationship Co-ordinator to check your eligibility and

arrange an appointment with one of our dedicated Business Advisers

Next Steps

Developing an ICT strategy Developing your ICT network/ infrastructure

Engaging new and existing customers Collaboration

Client Relationship Management Systems Flexible working

Moving your business to the Cloud Business Continuity

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http://www.youtube.com/watch?v=G7KZR9

NwKQQ

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• www.superfastbusiness.co.uk

• twitter @superfastbiz

• Facebook www.facebook.com/superfastbiz

• join our LinkedIn group 'Superfast Business SW'

• info@superfastbusiness.co.uk

• 0845 603 8593

Stay up to date

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Measuring your online success

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• We are creating 2.5 billion GB of data every day

• In the last 2 years we have created 90% of the data on the

planet

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• LA Police

• Review 13 million past crimes to predict current behavior

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What data so small businesses have?

• Social analysis + web analytics + CRM data + email data+

support queries = Big data

• Customer’s behaviours, recruitment, product testing, market

testing, product lifecycles, product usage

• Open Data from Governments and public services may open

new customer insights, new services, new products

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• Oct 2013 - 15,429,942 sites use Google Analytics.

• 60% of the top 10,000 sites use it

• 82% of sites using it are using Analytics incorrectly. *

source: econsultancy*

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What is Google Analytics?

• Google’s statistics package

• Tracks and records all data from all sources

• Data is held anonymously

• Measures, analyses, compares and reports

• All Historic data from commencement

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Analytics set up…

• Set up account

• Copy Code

• Paste to all pages of site

• Remove own IP address

• Share account with others

• Download the app for tablet and

smartphone

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Key performance indicators

Reach

• Pay-per-click cost per acquisition

• Pay-per-click total conversions

• Site visits

• Channel acquisition

• Average order value

Convert

• Unique visitors

• Total visits

• Page views

• New visitors

• New customers

• Total orders per day, week, month

• Time on site per visit

• Page views per visit

• Checkout abandonment

• Cart abandonment

• Return rate

• Gross margin

• Customer service open cases

Retain

• Email open, click, and conversion rates

• Referral sources: percent from search, direct, email, pay-per-click, other

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My 8 most important KPIs for websites

1. How many visitors?

2. Bounce rate

3. Time on site & number of

pages visited

4. Ratio of mobile to desktop

users

5. Ratio of channels

6. % of visits from non-brand

search terms

7. Range of landing pages

8. Conversion rate

Analytics Orientation – Home page=Audience Overview

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1. How many visits?

How many visitors are coming to your site?

Who are they?

Are they new or loyal visitors?

Where have they come from?

Visitors = Users (total, both new and returning)

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What is a Session?

• Session = visit - grouped interactions in a given timeframe

• Multiple page views, downloads, e-commerce transactions

• One visitor can have many visits of weeks or months

• Visit ends

– 30 minutes of inactivity

– At midnight

– Change of campaign

Is the number good or bad? Compare it to same time last year

And we can segment too

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What else can we find out about our visitors?

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What else can you find out?

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What can we measure - Visits

• How many people have visited in a give timeframe

• How popular is our site, are visits increasing or decreasing?

• New visits vs return visitors

• Are they loyal or new?

• Where do they come from?

– Where is the interest, is it where you expected?

• What are their age, gender, interests?

– Is it what you expected?

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2. Bounce rate

Why did they bounce?

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What is a bounce rate?

Bounce Rate:

• Can be defined as a single interaction with a page on your

website (not always the home page) and then exit

Bounce rate scenarios

• Clicks the back button (most

common)

• Closes the browser (window/tab)

• Types a new URL

• Does nothing (session times out after

30min)

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Why is this important?

• Measure of the quality of the page

Or

• Measure of the quality of your optimisation

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What’s an average bounce rate

• Changes for each type of business…. Industry, brand credibility,

type of site, type of page, step in the funnel (where the page is

in the site), stage of the customer lifecycle, user intent, and

many other potential factors.

• But on average – very roughly ----Between 40-50%

Think about this in context for you…..

– Clicked an external link – for an external login

– Contact us page

– Customer support pages

– Blog articles

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Typical bounce rates

• 40-60% Content websites

• 30-50% Lead generation sites

• 70-98% Blogs

• 20-40% Retail sites

• 10-30% Service sites

• 70-90% Landing pages

Source – Google Analytics 2012

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• Bounce rate… Audience overview > Bounce rate

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3. Time on site & number of

pages visited

What pages did they visit

How many pages did they visit

Does this correlate with time on site

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• How long do you normally stay on a page?

……Around 1 minute

• Did you know we tend to read only a ¼ of text on a page?

Source Jakob Neilson 2013

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Pages visit/session duration

• Audience Overview

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What does this tell us?

• Is the content relevant?

• Is it compelling?

• Is there enough content on the page

• Can you have too long time on site?

• Yes.. Download may be an issue (look at webmaster

tools for ave download time of your site)

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4. Ratio of mobile/desktop

users

Who’s using what on your site?

Does your site work well on all the devices?

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• Mobile use of Google is up 400% in the last year

• Christmas day 75% of visits to John Lewis were from mobile and

tablet

• 25% of visits to local authority sites are from mobile

• What’s your %?

Did you know

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• Audience>mobile>overview

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Is your site mobile

responsive?

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5. Ratio of channels

How have people got to your site?

What do you need to work on?

What’s dominant?

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• Acquisition > Overview

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• Direct – typed into an address bar

• Referral – clicked on a link

• Organic – typed into a search engine

• Social – Clinked on a link from social media

• Ideally balanced approach, unless your strategy is for one specific route

• Too much Direct is a worry though – as it means no-one knows

about you outside of your customers

What are the sources?

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Acquisition>Channels>referrals

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Acquisition>Channels>Organic

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Acquisition>Channels>social

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6. % of visits from non-brand

search terms

Are people finding you without knowing you?

Is Search engine optimisation working for you?

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What does this tell us?

• Who is getting to your site using non branded terms

• How long are they staying

• What are they doing?

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Acquisition>Channels>Organic> advanced>

exclude keyword containing brand

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7. Range of landing pages

Is your site well optimised?

Are customers finding directly what they want

rather than a home page?

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Behaviour> site content> Landing pages

Most popular landing pages….

/ = home

Any campaigns working well? SEO working well?

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8. Goal conversion rate

Focus on core outcomes

Think about your objectives

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What is a conversion? ….. What you want it to be…. Create

a goal – a Page, event, duration, session stats

• Sale

• Form submission

• Trial signup

• Content consumption

• Download software

• View FAQ….

Create a goal

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Goal settings

• What is a goal? Measures how well your site fulfils an objective

• i.e. to get someone to purchase, visit your contact page or

download a document

• Creating goal – Admin > Goals and add a value too

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Or just have a look at flow ….

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My 8 most important KPIs for websites

1. How many visitors?

2. Bounce rate

3. Time on site & number of

pages visited

4. Ratio of mobile to desktop

users

5. Ratio of channels

6. % of visits from non-brand

search terms

7. Range of landing pages

8. Conversion rate

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Making it easier …..

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Create Reports and Dashboards

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Creating a filter (exclude your IP address)

Admin > click on domain > filters

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Share your account with others…

• Add other users to access account Admin >domain> users

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Measuring your social media success

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How do brands measure SM success?

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1. Measuring popularity

2. Measuring engagement

3. Measuring conversion

4. Measuring influence

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Measuring Popularity

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Number of

• Facebook fans

• Twitter Followers

• YouTube Subscribers

• Keep an eye for unsubscribers

• Think about demographics - male/female split

• Any best time for posting? Any particular interests?

What’s your reach?

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Demographics

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How many likes?

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• Number of likes

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Twitonomy

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Measuring Engagement

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• Number of likes, shares, re-tweets

• Ratio of engagement to followers – good KPI and comparison

against competitors

• Number of comments and mentions

• What’s worked? What hasn’t?

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Social mention

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tweetfeel

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Measuring Conversion

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• % traffic back to your website

• Traffic flow to goals

• % of traffic to your website that reach goal

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Or just have a look at flow ….

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Measuring influence

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Klout

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How Sociable

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Tools that may help

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Sprout Social

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Brandwatch

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Tools that may be useful…

• Tweetreach

• Hootsuite

• Klout

• SocialMention

• Twazzup

• Addictomatic

• Tweettails

• Simply Measured

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Questions?

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• www.superfastbusiness.co.uk

• twitter @superfastbiz

• Facebook www.facebook.com/superfastbiz

• join our LinkedIn group 'Superfast Business SW'

• info@superfastbusiness.co.uk

• 0845 603 8593

Stay up to date