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
Navigation not aligned with fabric
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