Group items tagged

Visitor Loyalty: During the reporting time period how often do "people" ("visitors") visit my website?

For example you update your website ten times each month. If you have 100% loyal visitor base then they should be visiting your website ten times each month. Are they? What's your number? Is it going up over time?

Action: 1) Identify a goal for your non-ecommerce website for the # of visits you expect from the traffic to your website in a given time period (say week, month etc). 2) Measure reality using above report. 3) Compare your performance over time to ensure you are making progress, or potentially not as in my case…

Recency: How long has it been since a visitor last visited your website? Sounds confusing? Don't worry it is cool (it even has a psychedelic border! :)……

As would be the case for a jobs site. Or craigslist. Or any website that wants lots lots of repeat visits. Using this simple report you can now see how you are doing when it comes to the distribution of visitors in terms of their propensity to visit your site.

Length of Visit: During the reporting period what is the quality of visit as represented by length of a visitor session in seconds.

But it has always been frustrating to me how hard it is to get away from the average and measure the distribution of the visits to check if the average time on site is 50 seconds because one person visited for one second and the other person for 100 seconds. The average hides so much. Here's a better alternative……

Ain't that better? I think so. So many things jump out at me, but notice that either I lose 'em right away or if some how I can suck them in for one minute then they tend to stay for a long time. Hurray! I have a better idea of how to interact with my visitors.

1) Identify what the distribution is for your website for length of visits. 2) Think of creative ways to engage traffic – what can I do to keep you for sixty seconds because after that you are mine! 3) Should I start charging more for ads on my site – if I have 'em – after 60 seconds? 4) If you are a support website then should you be embarrassed if 20% of your audience was on the site for more than ten minutes!

Depth of Visit: During a given time period what is the distribution of number of pages in each visit to the website.

You are used to seeing average page views per visitors, above is something that is a lot more helpful. I was also able to get this exact metric from my indextools implementation…..

Action: There has been so much said about this already so I'll spare your the pain. You can easily imagine how wonderful and fantastic this data is as you go about analyzing experience of your customers (and so much more powerful, a million times more, than average page views per visitor!).

Socialize them to your key stake holders and decision makers to make the realize what is really happening on your website.

Absolutely positively work with your leadership to create goals and then measure against goals over time

Segment the data! For Visitor Loyalty or Length of Visit what are the most important acquisition sources? What are the keywords that drive valuable segments of traffic to the website?

Even as creating engaging experiences on the web is mandatory, the metric called Engagement is simply an excuse for an unwillingness to sit down and identify why a site exists.

Each business is unique and each website is trying to accomplish something unique.

It is nearly impossible to define engagement in a standard way that can be applied across the board.

At the heart of it engagement tries to measure something deeply qualitative.

One of my personal golden rules is that a metric should be instantly useful. This one is not.

Most of all engagement is a proxy for measuring an outcome from a website.

In Summary: The reason engagement has not caught on like wild fire (except in white papers and analyst reports and pundit posts) is that it is a "heart" metric we are trying to measure with "head" data, and engagement is such a utterly unique feeling for each website that it will almost always have a unique definition for each and every website.

Step One: Define why your website exists. What is its purpose? Not a five hundred word essay, rather in fifteen words or less. If it helps complete this statement: "When the crap hits the fan the only purpose of my website is to ……….".

Step Two: If you did a great job with it then the above statement contains the critical few metrics (three or less) that will identify exactly how you can measure if your website is successful at delivering against its purpose.

Step Three: If you have a ecommerce website then revenue or conversion is probably one of your critical few. But one of the critical few is what your senior management might call engagement. Work hard to define exactly what that metric is (see below for ideas).

"Are you engaged with us?"

Likelihood to recommend website

Use primary market research

Customer retention over time

# of Visits per Unique Visits, Recency of Unique Visitors

In Summary : When most people measure "engagement" they have not done due diligence to identify what success means for their online presence. In absence of that hard work they fall into measuring engagement, and then measure something that is hard to action or something that will rarely improve the bottomline. Avoid this at all costs. Think very carefully about what you are measuring if you do measure engagement. If engagement to you is repeat visitors by visitors then call it Visit Frequency, don't call it engagement. Don't sexify, simplify! :) If you want to measure "engagement" then think of new and more interesting ways to measure that (see list above). Engagement at its core a qualitative feeling. It really hard to measure via pure clickstream (web analytics data). Think different.

2. Many used some data, but they unfortunately used silly data strategies/metrics.

A lot of people get fired for this. Sadly not right away, because it takes time to realize how spectacular of a waste of money getting to real-time data was.

Real-time data is very expensive.

It is also very expensive from a decision-making perspective

even in the best case scenario of the proverbial pigs flying, they'll obsess about tactical things.

That is a cheaper systems/platform/data strategy.

That is also a way to get people to sync the data analysis (not data puking, sorry I meant data reporting) with the speed at which the company actually makes decisions (data > analyst > manager > director > VP > question back to manager > yells at the analyst > back to director> VP = 6 days).

The difference between a KPI and a metric is that the former has a direct line of sight to your bottom-line, while the latter is helpful in diagnosing tactical challenges.

Along the way you also learn how not to stink. Bounce rate goes from 70% to a manageable 30%. Takes three months.

From the time people land on your site it might take another 12 – 25 pages for them to buy or submit a lead. Focus on all that stuff. The tough stuff. Then you'll make money.

it does not take a very long time for your Senior Management to figure out how lame the Likes metric is and that it drives 1. Zero value on Facebook and 2. Zero squared economic value or cost savings to the business.

Here's one… We are looking at two consumer product brands, the tiny company Innocent Drinks and the Goliath called Tide Detergent.

Even with 10x the number of Likes on Facebook the giant called Tide has 4x fewer people talking about their brand when compared to the David called Innocent.

In a massively large company they've carved out an identity uniquely their own. They refuse to be corrupted by Coca Cola's own Facebook strategy of constant self-pimping and product ads masquerading as "updates." As a result pound for pound Innocent's fan engagement on its page is multiple time better than Coca Cola's - even if the latter has many more likes.

Not going to happen.

as all decent SEOs will tell you, is that search results are no longer standardized. Rather they are personalized. I might even say, hyper-personalized. Regardless of if you are logged in or not.

Universal search for example means that personalized results will not only look for information from web pages, they also look for YouTube/Vimoe videos, social listings, images of course, and so on and so forth.

So check your keyword ranking if it pleases you.

But don't make it your KPI.

Friends don't let friends use CPC as a KPI. Unless said friends want the friend fired.

Content consumption is a horrible metric. It incentivises sub optimal behavior in your employees/agencies.

If you are a news site, you can get millions of page views

And it will probably get you transient traffic.

And what about business impact from all these one night stands ?

Then measure the metric closest to that. Hopefully some ideas above will help get you promoted.

My hypothesis is that TV/Radio/Magazines have created this bad habit. We can measure so little, almost next to nothing, that we've brought our immensely shaky GRP metric from TV to digital. Here it's called impressions. Don't buy impressions.

If you are willing to go to clicks, do one better and measure Visits. At least they showed up on your mobile/desktop site.

Impressions suck. Profit rocks.

If the simple A/B (test/control) experiment demonstrates that delivering display banner ad impressions to the test group delivers increased revenue, buy impressions to your heart's content. I'll only recommend that you repeat the experiment once a quarter.

You can buy impressions if you can prove via a simple controlled experiment that when we show impressions we got more engagement/sales and when we don't show impressions we did not get more engagement/sales.

This is not a metric, this is more of a what data you'll use to target your advertising issue.

Our primary method of buying advertising and marketing is: "I would like to reach 90 year old grandmas that love knitting, what tv channel should I advertise on." Or they might say: "I would like to reach 18 to 24 year olds with college education who supported Barack Obama for president." And example of demographic and psychographic segments.

We use that on very thin ice data, we bought advertising. That was our lot in life.

Intent beats demographics and psychographics. Always.

Search has a ton of strong intent. It does not matter if you are a grandma or a 18 year old. If you are on Baidu and you search for the HTC One, you are expressing strong intent. Second, content consumption has intent built in. If I'm reading lots of articles about how to get pregnant, you could show me an ad related to that

The first intent is strong, the second one is weaker.

Not only do people like government, the institution responsible for running the war.  Support for war also neatly coheres with the public's anti-foreign bias.