optimizing your search engine marketing through hbx web analytics & micro-conversions

Optimizing Your Search Engine Marketing through

HBX Web Analytics & Micro-Conversions

Optimizing Your Search Engine Marketing through

HBX Web Analytics & Micro-Conversions

Warren Raisch

SVP, Professional Services

WebSideStory Inc.

Warren Raisch

SVP, Professional Services

WebSideStory Inc.

• 1,300+ Enterprise Customers

• Headquartered in San Diego, CA

• The Only Public & Profitable Web Analytics firm

• Two issued patents and more pending

• 300+ Employees

• Recently Acquired Visual Science

• Active Marketing Suite - solutions with powerful ROI

Pioneering Market Leader In Digital Marketing & Customer Analytics

SolutionsWebSideStory Inc.

Measuring Success & Failure Through a series of “Micro

Conversions”

Where are you losing your Customers?

Return On Action Calculator

Conversion Step

VISIT LIFE CYCLE

Conversion Rate Between

Steps

Abandonment Rate Between

Steps

Cumulative Conversion

Rate

Cumulative Abandonment

Rate

Improvement Objective

New Cumulative Conversion

Rate

Individual Weekly

Revenue Impact*

1 TOTAL VISITS NA NA 100.00% 0.00% 0% 100.00%

GOAL: Increase

Conversion 2%

2BEYOND LANDING PAGE VISITS

62.95% 37.05% 62.95% 37.05% 25% 87.95%

3CATEGORY LEVEL (CAT)

105.38% -5.38% 66.34% 33.66% 0% 92.69%

4SUB -CATEGORY LEVEL (RFN)

86.09% 13.91% 57.11% 42.89% 0% 79.80%

5PRODUCT DETAIL LEVEL (PDP)

63.40% 36.60% 36.21% 63.79% 10% 58.57%

6SHOPPING CART

23.63% 76.37% 8.56% 91.44% 5% 16.77%

7CHECKOUT (MEMBER INFO)

69.43% 30.57% 5.94% 94.06% 5% 12.48%

8CHECKOUT (BILLING)

84.18% 15.82% 5.00% 95.00% 10% 11.75%

9CHECKOUT (PAYMENT)

90.36% 9.64% 4.52% 95.48% 5% 11.21%

10CHECKOUT (REVIEW)

91.32% 8.68% 4.13% 95.87% 5% 10.80%

11CHECKOUT CONFIRM (PROCESSING)

96.00% 4.00% 3.96% 96.04% 0% 10.36%

Desktop ActiveReports /ActiveAlerts Turning Insights into Immediate Actions

• Live on Desktop (hundreds of reports)• Generates eMails and/or Text Messages• Customized to every users KPI’s

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Retail Keyword Campaign Tracking Example

WebSideStory Summary

• Identify specifically what success is for your company

• Set your Benchmarks on current performance

• Communication is critical- Put your insights into a form that will

empower your company to take action.

• Measure Your Success & Failures through a series of

Micro-Conversions that are identifiable and actionable