Transcript You've got the data, so why don't you use it?

Optimizing your website for more leads and sales
Jiri Brazda
18 October 2010
Jiří Brázda
 Web analytics & customer intelligence expert
 5 years of practitioner (HVB Bank, DIRECT
Pojišťovna) and consultant experience in
online analytics
 Web Analytics Association
regional manager for CEE
 Web Analytics Wednesday CZ&SK
 twitter.com/jiribrazda
Optimizing your website for more leads and sales | www.optimics.cz
2
First off, what is this optimization?
Not all optimization is created equal
 Search Engine

Optimization
 Bring in new visitors / 
customers from
search engines
Conversion Rate
Optimization
Get more out of
current website
visitors
 Sales, orders, contacts,
registrations, downloads = anything
that has business value
Optimizing your website for more leads and sales | www.optimics.cz
4
Conversion Rate Optimization
Persuasion
• Website has to
convince visitors to
do what you want
them to do
Usability
• Website has to allow
visitors achieve what
they want
Accessibility
• Website has to provide
access to information
Optimizing your website for more leads and sales | www.optimics.cz
5
“Usability means you design your
supermarket so that people can easily
move around. Persuasion means you
design the shelves so that people will
leave with full shopping carts.”
Optimizing your website for more leads and sales | www.optimics.cz
6
What is the ultimate
measure of success
for your website?
And where do you direct your optimization efforts?
(I’m not going to ask because you’re a more sophisticated audience than the average website owner!)
Optimizing your website for more leads and sales | www.optimics.cz
7
Evolution path
(communication, relevance, next
best offer, promotion targeting,
retargeting / remarketing)
(usability, persuasion, A/B testing)
(+ PPC, banners, TV, …)
Target (KPI)
Optimizing your website for more leads and sales | www.optimics.cz
Focus on activity
8
It’s all intertwinned:
In PPC search marketing you can
raise bidding and improve your
traffic acquisition efforts through
- conversion rate
- customer value / loyalty
Optimizing your website for more leads and sales | www.optimics.cz
9
(unless you’re a startup)
“There are no
new customers.”
Radek Hrachovec
(former Marketing director, Bata)
You have to focus on current customers, their loyalty,
value and profitability.
Optimizing your website for more leads and sales | www.optimics.cz
10
Traditional retail: data-driven leaflet
Image source: idirekt.cz
Optimizing your website for more leads and sales | www.optimics.cz
11
New online: data-driven website
I believe we’re moving away
from designing websites to
designing individual
customer interactions…
… powered by sophisticated online analytics
Optimizing your website for more leads and sales | www.optimics.cz
12
Heck, it’s no easy work.
How do I get there?
Optimizing your website for more leads and sales | www.optimics.cz
13
1) Collect data
Quick survey
 How many of you have
sufficient data to:
1. Support your decisions?
2. Optimize your online
activities?
Optimizing your website for more leads and sales | www.optimics.cz
15
Hey, it’s not about quantity!
The only purpose of
collecting data is to
manage & improve your
online business…
… yes, sometimes it’s trial and error
Optimizing your website for more leads and sales | www.optimics.cz
17
DIRECT Pojišťovna




Est. 2007, now part of RSA Group
The only pure play online insurance house
Car insurance, property, travel
www.direct.cz
Optimizing your website for more leads and sales | www.optimics.cz
18
KPIs in sales funnel
 Basic tool / implementation tells you this:
visits and conversion rates
Optimizing your website for more leads and sales | www.optimics.cz
19
Car details
Driver details
Optimizing your website for more leads and sales | www.optimics.cz
20
In dark ages it used to be HITS
(“How idiots track success” –
Avinash Kaushik).
Then it became counting VISITS.
Through collecting custom data
along with standard website
metrics we can answer
BUSINESS QUESTIONS!
Optimizing your website for more leads and sales | www.optimics.cz
21
What kind of market segments do our
marketing campaigns attract?
… and which of them actually convert
into paying customers?
Optimizing your website for more leads and sales | www.optimics.cz
22
How are we doing with the largest
market segment – Skoda owners?
 Weekly Hit Rate = % policies from price quotes
Feel like testing price elasticity for particular
market segments? With this kind of data you can!
Optimizing your website for more leads and sales | www.optimics.cz
23
2) Use the data
Make decisions based on data
Our intuition is poor:
2/3rd of ideas do not
improve the metric(s)
they were designed to
improve. Humbling!
Ronni Kohavi, Microsoft (PPT: http://bit.ly/7rhb7r)
Optimizing your website for more leads and sales | www.optimics.cz
25
No statistically
significant difference ->
Insight: Stop debating,
it’s easier to get the data
Optimizing your website for more leads and sales | www.optimics.cz
26
Kentico Software





Est. 2004, about 65 employees
Czech software company based in Brno
Main product: Content Management System
Clients from 84 countries all around the world
www.kentico.com
Optimizing your website for more leads and sales | www.optimics.cz
27
A
B
Optimizing your website for more leads and sales | www.optimics.cz
28
In 7 weeks…
Kentico marketing
:-)
Kentico sales
:-|
Optimizing your website for more leads and sales | www.optimics.cz
29
Kentico sales is flooded with new
contacts from their website
A/B test launched along
with couple more
optimization tweaks
Case study http://www.optimics.cz/reference/pripadova-studie-kentico (in Czech)
Optimizing your website for more leads and sales | www.optimics.cz
30
“We have all these leads but so little
information about them and it’s only me
to handle them all”
sales
Optimizing your website for more leads and sales | www.optimics.cz
31
Lead management - before
 Contact details include only name and email
 Phone number and company name not
required fields
 Leads are prioritized based on their email
address (keep company emails, throw away
Gmails, Hotmails and such) – all manual work
Sales was lacking more data and capacity!
Optimizing your website for more leads and sales | www.optimics.cz
32
Lead management - after
1. We provide more data on individual leads
from web analytics
– Geolocation and company name resolved from IP
– Number of previous visits
– Flags for performing specific action, eg. viewing
pricing and licence options
Optimizing your website for more leads and sales | www.optimics.cz
33
Lead management - after
2. We integrate internal CRM system with web
analytics
100% –
DONE
Sales can access website behaviour data for
individual leads as and when needed
30% – Automated lead scoring puts contacts into
DONE different segments based on their predicted value
FUTURE– Campaign management follows up with
PLAN appropriate automated communication (= lead
nurturing)
Optimizing your website for more leads and sales | www.optimics.cz
34
Learning ecosystem based on data!
Sales
Lead scoring
Campaign
management
Optimizing your website for more leads and sales | www.optimics.cz
35
With both DIRECT Pojišťovna and Kentico it all
started out by improving conversion rates.
But now…
DIRECT Pojišťovna is optimizing its website
and product offerings for different segments
with A/B testing and content targeting.
Kentico is optimizing its sales process incl.
individual lead nurturing using data from its
website.
Optimizing your website for more leads and sales | www.optimics.cz
36
“That some achieve great success, is proof to all
that others can achieve it as well.”
Abraham Lincoln
Optimizing your website for more leads and sales | www.optimics.cz
37
Q/A
twitter.com/jiribrazda
[email protected]