Getting the most value out of the information reported by Web analytic tools requires interpretive skills and a methodology. Don't overlook opportunities to enhance the Web relationship with your customers.
Jupiter Research, Web Analytics Client Issues for 2004
The NLC Web Analysis Framework is a sub-component of our proven framework for delivering online success. Our broader framework, The NLC Performance Framework, helps you create an annual plan for online activities. Our web analysis framework allows you to monitor success in achieving that plan.
Our web analysis framework is top down – our focus is always on the online business events that drive value for you. Using this focus as a beacon, we shine light onto the cauldron of clickstream data produced by your site.
The process is iterative – we help you learn from experience.
- Step One: Know what you want
We help you identify business objectives.
Example: We need to drive broader penetration of our three key customer accounts.
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Step Two: Decide what to measure
Together, we define metrics to measure progress toward achieving a business objective.
Example: We identify two metrics:
1. Key client visits: the number of unique visits by employees of key clients
2. Key client conversion ratio: the percentage key client visits that include a request for information or other contact request.
- Step Three: Breakdown the process
We scrutinize your online activities to understand the stream of events relevant to each activity.
Example: Key clients find your site at the Google search engine, click on the download whitepaper promotion on your site index page, and successfully submit the registration form.
- Step Four: Set a baseline, find opportunities
We probe how visitors interact with your site and provide both a baseline for each metric and a plan of action to drive results.
Example: In August, 420 key clients visited 420 times with a 5.3% conversion ratio. Whitepaper promotion is not effective. Recommendation – Modify onsite promotion for whitepaper to highlight previous work with key clients.
- Step Five: Monitor outcomes, learn, improve
As actions are taken, we help you quantify success and learn from real-world results.
Example: Change to whitepaper promotion doubled key client conversion rate to 11%. Recommendation – consider quick and dirty personalization to customize whitepaper promotion for each key client.
Engagement model
To be effective, the NLC web analysis framework requires ongoing attention. Most NLC clients procure our web analysis services on a subscription basis. On a monthly or quarterly basis, NLC senior consultants review progress against the framework and recommend pragmatic actions that our clients might take.
Please contact us directly for additional information or to review The NLC Web Analysis Framework.
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