Brent Hieggelke was on the road with Jason, Shane and I presenting at our education seminar series: Achieving Marketing ROI Online. He is the VP for Strategic Marketing for Omniture (and came from Touch Clarity).
In today's post I wanted to share two slides from his presentation that I really loved (for reasons beyond what he might have intended! :)). The post is not just about web analytics, it is about online marketing and making some good choices.
[While it was tough to do a five city tour, and combining that with other speaking engagement and consulting, I had a lot of fun. Four of five cities were sold out! The audience was very engaged senior executives and it was fun to simply teach.]
Brent's presentation was on onsite optimization and behavior targeting. Here are the two ideas that really stuck with me……
Off-site and on-site resourcing balance.
For me personally it was a classic Homer Simpson "doh!" moment.
I think at some level we all realize that our companies spend way too much on different acquisition strategies (you see the complete list in the orange box above), and that we spend way too little on on-site resources (optimizing the customer experience, analyzing the web analytics data, doing surveys and testing etc). Yet for me personally it took this slide for it all to sink in.
It is such a great image that illustrates why most websites have a 2% overall site conversion rate, or less.
Companies will probably never spend as much money on-site as to on all kinds of off-site resources. I think it is somehow sadly ingrained in our dna. But the action item for you is to print this slide and then compute for yourself (and your management team) how much are you spending in each bucket.
Then fight to ensure that there is some sort of balance between the two. Because…..
It is very difficult for you to do a kick butt job on your offsite efforts (see traffic sources above) and stink at the onsite stuff, and yet get decent conversion.
You might not put as much into onsite experience creation and optimization but it is critical that if you want to improve conversion (or my favorite "visitor task completion rates") that you invest and pay attention to those two rows I have highlighted on the slide in red: Landing pages, home page (entry points to the site to ensure you have low bounce rates!) and the core "convince me to buy" content (product category pages).
You can be "da bomb" at acquisition, but the lesson here is to convince your management that you have to invest in a way that you can be "da bomb" when visitors show up on your website.
Customer variables for experience optimization.
I live in the world of web analytics as much as the other guy. There is lots of data and I do lots of analysis. Yet this picture painted such a great story about all the data that we collect (100% non-PII – personally identifiable information)….
In the midst of sifting through visits, visitors and unique visitors etc and averaging all the numbers or aggregating them through WebTrends or CoreMetrics or Omniture or Visual Sciences or Google Analytics we often overlook the fact that we have lots of data about our visitors. Data that can't be awesome when it comes to understanding behavior……
So here are my action items for you (remember you have already decided based on the first slide above that you are going to give onsite resourcing more love!):
- Print the above slide and keep it handy – it is impressive how it wonderfully categorizes your variables (data pieces you have access to).
- When you are doing your analysis consider segmenting your data by the options you see above – it is a great way to understand not just the aggregate but what is happening in these micro-segments, you'll be amazed at how actionable your web analytics is now.
- I am a unabashed fan of testing (Dave, that Testing "fanboy" to you!). I am also a advocate of moving beyond simply splitting generic traffic to run tests on. I like the idea of "triggers". Put visitors into tests when they execute a trigger. The slide above explains all the triggers you can use to put people into tests.
So put people into a test who come from a particular referring domain or it is their fifth visit or they come from Africa or have purchased in the past or who come on a particular offer.
The closer you come to testing on micro-segments the more awesome your ROI will be. Use Brent's list above.
- Testing is passe for you? Been there done that?
Consider onsite behavior targeting to dynamically optimize customer experience on your website. Imagine if you could produce content targeted at people who meet certain Site Behavior or Environment or Temporal or Referral variables, a good BT system can help you deliver it in a scalable manner.
Maybe that is too many action items from one slide! :)
Both slides distill and effectively visualize key online marketing facts.
If you want to improve customer satisfaction, conversion rate and task completion rates it is important to ensure that you put the right amount of focus on onsite resources and onsite optimization. Once you have accomplished that tough task start to think of your web traffic not as a monolith but as micro-segments where each person carries a set of variables that you can use to optimize their experience (and your analysis).
What do you all think? What's your balance between the orange and grey boxes for your company? Have a perfect balance? No? Are you doing segmentation using all the variables in Brent's slide? What's missing from the slides above, and this post? Please share your ideas, thoughts, war stories, critique, brickbats via comments.