8 evaluation [day2 module4]
TRANSCRIPT
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Joost van der Kooij
Planning and evaluation
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The process / strategy…
Evaluation
Funnels
Action planning
Questions
Programme
Centre for the Promotion of Imports from developing countries | 2012
2
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engagemen
t
conversion
persuasion
Internet strategy ….
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engagemen
t
conversion
persuasion
EVALUATION?!
Internet strategy ….
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Evaluation
“However beautiful the strategy, you should occasionally look at the results’’
Sir Winston Churchill (1874 – 1965)
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Evaluation
1 Analyze visitors information Google Analytics – www.google.com/analytics
In depth site statistics, for freeIntegration with AdWords Landing and exit pagesGeometrics
2 Optimize conversion rate- newsletter signups- contact forms- booking / reservations- downloads- …..
Your website as a funnel path
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Your analysis?
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Top landing pages
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Top exit pages
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Funnels
• Measuring conversion ratio• Learn from your visitors • Continous improvement • Act!
Example Bolivia (sign up of newsletter)
Check:http://www.youtube.com/watch?v=IibCs23EuiE&feature=relmfu
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Step 1
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Step 2
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Step 3
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Graçias por su suscripcion!
[inicio]
Goal!
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342
801
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Step 1
Step 2
Step 3
Goal!
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Evaluation
3 Page ranking Obtain quality links to your site Google toolbar or www.checkpagerank.net
4 Qualitative Focus group Clients Client satisfaction forms Just ask…
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Evaluation
5 Website optimizer www.google.com/websiteoptimizer- Decrease visitor bounce rates - Increase visitor satisfaction - Eliminate guesswork from site design
6 Google Alerts - (www.google.com/alerts) monitoring what is said about you
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Action
How in the WWW will they find you?
@ctions• Monitor CBI website for new ebusiness platform (planned 2012)• Set up website promotion team (management, IT)• Make website promotion action plan (use assignment book)• For ECP participants: CBI consultancy sessions• Highly recommended: www.atdw.com.au • Join LinkedIn group: CBI website promotion platform
Result of @actions
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ECP Participants – Coaching session
TO DO
• Fine tune action list in Assignment booklet
• Check CBI website assessment report and
- Include all your action items in Annex 1.- List pending issues and other planned actions as well.
• Invite all relevant people to join this coaching session
FYI: 3 – 4 more skype sessions: distance coaching
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Questions