vrijdag, juli 28, 2006

Clicktale bekijkt muisgedrag bezoeker

Clicktale is een nieuwe benadering van webanalitics en optimalisatie. Traditionele webanalytics programma´s genereren gebruikersdata, maar Clicktale focust op het gedrag van de gebruiker. In die zin komt het overeen met eyetracking. Alleen Clicktale bekijkt niet de oogbeweging van de bezoeker van de site, maar het muisgedrag.

Lees het volledige artikel op Twinkle: Clicktale bekijkt muisgedrag bezoeker

woensdag, juli 12, 2006

Every user has a story

Unlike traditional web analytics that produce only pure statistics, ClickTale gives webmasters the ability to watch movies of users’ individual browsing sessions. Every mouse movement, every click and every keystroke are recorded for convenient playback. With ClickTale, webmasters can improve website usability, enhance navigation, and increase website effectiveness.

Read the Clicktale blog.

Clicktale is currently running a closed beta. You can signup for updates and tell Clicktale what you think.

maandag, juli 10, 2006

All about Cookies

Cookies are the tools that give websites a sense of memory, allowing them to recognize one user from another. Most sites use them to do anything from counting the number of viewers they have to delivering tailored editorial content. Online they help us shop, use chat services and take part in communities.

Allaboutcookies.org (iabeurope.ws) show how cookies are used, the relationship they have between the website and your browser and why they are key to getting the best from the web.

URL: Allaboutcookies.org

What is: Web beacon

Also called a Web bug or a pixel tag or a clear GIF. Used in combination with cookies, a Web beacon is an often-transparent graphic image, usually no larger than 1 pixel x 1 pixel, that is placed on a Web site or in an e-mail that is used to monitor the behavior of the user visiting the Web site or sending the e-mail. When the HTML code for the Web beacon points to a site to retrieve the image, at the same time it can pass along information such as the IP address of the computer that retrieved the image, the time the Web beacon was viewed and for how long, the type of browser that retrieved the image and previously set cookie values.

Web beacons are typically used by a third-party to monitor the activity of a site. A Web beacon can be detected by viewing the source code of a Web page and looking for any IMG tags that load from a different server than the rest of the site. Turning off the browser's cookies will prevent Web beacons from tracking the user's activity. The Web beacon will still account for an anonymous visit, but the user's unique information will not be recorded.

Source: Webopedia.com (part of internet.com) & Allaboutcookies.org

advertising is becoming less wasteful and its value more measurable.

Very interesting article on Economist.com about advertising becoming less wasteful and its value more measurable.

The new advertising models based on internet technologies amount to innovation. Instead of bombs, advertisers now make use of the idea that consumers themselves taking the initiative by showing up voluntarily and interacting with what they find online.

Read the article 'The ultimate marketing machine' on the Economist.com

Source: marketingfacts.nl

vrijdag, juli 07, 2006

Analytics for online forms: Wufoo

Now-a-days it is common for websites to have submission forms, contact forms and many other types of forms that involve visitors entering information and submitting it.

Wufoo is an online tool that helps anyone build and host online forms. In a few short minutes, you can create a mailing list, a contact form, a marketing survey or even a complete customer management system.

From a marketing perspective there are a couple features in Wufoo that can make your life much easier.

Wufoo makes it easy to see trends with your submissions. You see the number of submissions you get each day, week, month and year. Read more ...

Pronet Advertising: experiences in successful online marketing
Wufoo: build and host online forms

donderdag, juli 06, 2006

The Official Google Analytics Blog

Now you can stay up to date on the latest info posted by the Google Analytics team. You'll learn about product changes as Google makes them, whether it's a new feature you’ve asked for, or a fix for something that needed fixing. Google will also let us know when they will add new reports and will ask for our feedback too.

Furthermore Google is going to post tips and best practices frequently, as well as spotlight helpful resources such as Conversion University and the Google Analytics Help Center.

Google Analytics blog: The latest news, tips, and resources.

DART Search

Search Engine Marketing is a powerful tool to attract and convert new customers. DART Search helps marketers get the most out of their search marketing investment.
  • Paid placement: now what paid keywords convert to sales and optimise ROI on advertising investments with Overture, Google and other paid search engines.
  • Paid Inclusion: Distribute comprehensive product data feeds to multiple search engines, directories, and comparison shopping engines.
  • Optimisation: Proactively manage search engine placement based on real-time sales conversion tracking and predictable ROI measurement.
  • Robust Reporting: Monitor sales in real time, view click and click-charge data from the engines and see activity down to the keyword level.

Download the DART Search Overview

Source: Dutchcowboys

vrijdag, juni 30, 2006

lagere clickprijzen in Google Adwords campagnes

Met revolutionaire technologie is het mogelijk om meer bezoekers via Google Adwords naar de website te krijgen tegen 20 tot 50 procent lagere clickprijzen.

Het nieuwe programma Admax® van Onetomarket verlaagt, geheel in tegenstelling tot de huidige trends, de clickprijzen en optimaliseert de campagnes automatisch. Het systeem is binnen één dag te implementeren en garandeert al binnen 24 uur de eerste resultaten.

Op basis van historie en actualiteit worden campagnes tegen lagere kosten beter renderend gemaakt. Zo wordt scherper geboden op bestaande keywords. Ook worden additionele trefwoorden aangemaakt en worden zelfs negatieve keywords, waarop een organisatie niet gevonden wil worden, gegenereerd.

Bron: Puntocom & Onetomarket

Het juiste aanbod op het juiste moment bij de klant

Met behulp van campagnemanagement en -optimalisatietechnieken van SPSS zijn marketeers in staat om hun direct marketing campagnes veel specifieker af te stemmen op de behoeften van iedere individuele klant. Dit is natuurlijk goed voor de klant, maar dat hiermee nog eens 25% meer omzet uit campagnes wordt gehaald, is natuurlijk helemaal mooi meegenomen. Download de whitepaper ‘Campagne optimalisatie met PredictiveMarketing’.

Bron: Twinkle & SPSS

Yahoo Conversion Counter

Conversion Counter is the Yahoo! Search Marketing free, conversion tracking tool. Conversion Counter tracks the number of conversions (such as sales, registrations, newsletter sign-ups, etc.) generated by your Yahoo! listings.

Conversion Counter tracks conversions for your overall account, as well as for each keyword and match type. By tracking your results, you will be able to evaluate the effectiveness of your budget and understand how your clicks translate into sales and/or conversions. You will gain insight into the performance of your account as a whole, as well as the performance of each individual keyword and match type. Having this information will allow you to optimize your listings and get the most out of your account.

When an Internet user clicks on one of your listings and arrives at your Web site, Conversion Counter places a "cookie" on that visitor's browser. When the visitor reaches your transaction completion page (i.e. your sales confirmation or sign-up page), Conversion Counter registers a conversion and ties it to the visitor's previous search. The cookie used by Conversion Counter is active for 30 days, so you will be able to track conversions even if your site's visitors do not convert right away.

Getting started with Conversion Counter is free. You or your Webmaster simply copy and paste a piece of HTML code onto one page of your Web site (usually the sales or sign-up confirmation page). To sign up for Conversion Counter, sign up for a Yahoo account and go to the Account Set-Up page.

How can I track my online advertising results?

There are three standard ways to measure the effectiveness of your online advertising spend:

1. Conversion Rate
Conversion Rate measures how many visits to your site "convert" to a sale or "action."
Formula: # of Sales from a given advertising vehicle / # of visits to your site from that advertising vehicle = Conversion Rate

2. Return on Advertising Spend (ROAS)
Return on Advertising Spend (ROAS) tells you how much revenue you generated per dollar you spent on a given advertising vehicle.
Formula: Revenue generated from the sales from a given advertising vehicle / Amount spent on that advertising vehicle = ROAS.

3. Return on Investment (ROI)
Return on Investment (ROI) tells you how much profit you generated per dollar you spent on a given advertising vehicle.
Formula: Profit generated from the sales from a given advertising vehicle / Amount spent on that advertising vehicle = ROI

donderdag, juni 29, 2006

PPC Management

After successfully installing web analytics and collecting a data sample, do you know what reports you should focus on? Jamie Smith, CEO Engine Ready will clear the confusion on what to look for and how to interpret what you find. He will explain about ROI and ROAS and discuss how to track conversions.

Learn how using web analytics to improve online marketing campaigns can help increase profitability. The key to successful search engine marketing is creative, continuity, conversion and optimization.

Listen to the Show:

1. Getting Started with Web Analytic Reports
After successfully installing web analytics and collecting a data sample, what reports should I focus on? 90% of the time you spend reading reports will be on the same 4-5 reports. (Visitors, Conversion rate, campaign summary, demographics).

2. Cost per Acquisition
The Driving Metric for Search Engine MarketingHow to use web analytics to calculate conversion rates, CPA (cost per acquisition) and ROAS (return on advertising spend). If possible always use ROAS to measure results. A brief description of which report in Conversion Analyst which gives you real time CPA and ROAS metrics.

3. Search Engine Marketing & Web analytics
Using web analytics to improve online marketing campaigns. The key to successful search engine marketing is creative, continuity, conversion and optimization.


Web measurement data definitions

++ Hits ++
(A hit is) an action on a web site such as when a user views a page or downloads a file - including executable files, PDFs, sound files, JPEG, PNG, and GIF mages.

++ Page Views ++
Page [views] are defined as measurement of responses from a web server to a page request from the user browser, which is filtered to remove robotic activity and error codes prior to reporting, and is recorded at a point as close as possible to opportunity to see the page by the user.

++ Visit (user sessions) ++
A visit is counted when a unique visitor creates activity on a web site, measured using sequential page views (clickstream), regardless of the duration of this activity as long as the period of inactivity between page views does not extend beyond 30 minutes.

++ Unique Visitors ++
A unique visitor is counted when a human being uses a web browser to visit a web site, regardless of the number of pages visited or the duration of the visit. A visitor can be unique for different periods of time, and the individuality of a visitor is preferably defined by a truly unique user identifier shared between browsers. A unique visitor for any arbitrary timeframe should be counted one time and one time only on his first visit between the start and the end dates. Note: if no unique user identifier is shared between browsers (at least direct or indirect login & password based) then the notion of human being using a web browser has to be put in question and possibly be replaced by only the notions of browser and machine.

++ Referrers ++
A referrer to any web site should be a unqiue and complete URL, describing the exact page on the web site that contained the link to the web site. If the URL is not complete and thus not unique, danger exists of over-counting and specific information is lost. This is mostly important for dynamique URLs and email tracking functionalities. Web Analytics/Business Intelligence related definitions.

++ KPI (Key Preformance Indicator) ++
Key Performance Indicators (KPI), also known as Key Success Indicators (KSI) are financial or non-financial metrics used to reflect the critical success factors of an organization. These are used in Business Intelligence to assess the present state of business and to prescribe the course of action. The KPIs differ depending on the nature of the organization. They help an organization to measure progress towards their organizational goals.

++ Balanced Scorecard ++
In 1992, Robert S. Kaplan and David Norton introduced the balanced scorecard (BSC), a method for measuring a company's activities in terms of its vision and strategies. It gives managers a comprehensive view of the performance of a business. It is a strategic management system that forces managers to focus on the important performance metrics that drive success. It balances a financial perspective with customer, internal process, and learning & growth perspectives. The system consists of four processes:
  1. Translating the vision into operational goals;
  2. Communicate the vision and link it to individual performance;
  3. Business planning;
  4. Feedback and learning and adjusting the strategy accordingly.


Customer Analytics

Genius is een start-up en commercialiseert een dienst die verkopers meer inzichten moet geven in het online gedrag van prospects. Een eerste ontmoeting van Sales Force Automation, Web Analytics en CRM. Het concept: stuur een mail naar je prospect om naar je website te komen, kijk in reële tijd wat hij of zij doet (en dus waar hij of zij geïnteresseerd in is), en verkoop. Interessant concept.
Bron: redactie Digimedia.be

donderdag, mei 18, 2006

Download Industry guides

Elke industie tak heeft zijn eigen specifieke doelstellingen en metrics zoals; generating sales, new customers, leads, visitors, etc.

Ingesloten branche specifieke informatie met o.a. best practices, trends en insights in innovatieve optimalisatietechniekenen en in-depth analysis and metrics. Verder informatie over KPI's, Industie links en onderzoek.

De volgende branches worden behandeld:
  • Retail & Commerce
  • Media & Content
  • Financial Services
  • Travel & Hospitality
Download industy guides. Als bovenstaande link niet werkt klik op deze link.

Bron: Omniture, Inc., (Provider of online business optimization software)

vrijdag, april 14, 2006

Website conversie ratio's

Het berekenen van je site performance is vitaal voor online succes. Vaak is onduidelijk wat er precies gemeten moet worden. Een van de meest essentiële KPI's (Key Performance Indicators) is de conversie ratio.

Op ClickZ.com een interessant artikel over een aantal veel gebruikte ratio's. Lees het volledige artikel 'Calculate your conversion rates' door Bryan Eisenberg.

Hieronder nog enkele interessante cijfers / benchmark over conversie ratio's + artikel 'Focus on Shifting Merchandise'. Bron: Emarketer.

Website Conversie ratio's

Track Weblog comments

Co.mments is een soort weblog bookmarking tool. Met behulp van Co.mments kun je verschillende postings volgen, inclusief comment discussies. Het is niet nodig zelf een comment te schrijven om de posting te kunnen volgen.

Programma is gebaseerd op cookies. Je hoeft dus geen account aan te maken. Om een posting te volgen hoef je enkel een 'bookmarklet' te gebruiken en te klikken op de track button. Vervolgens toont co.mments een samenvatting van de posting en alle comments.

Bron: co.mments

dinsdag, april 11, 2006

Conversie funnels versus het hub en spoke model

Een recent artikel op ClickZ door Shane Atchinson geeft een goed beeld van de discussie over het gebruik van conversie funnels versus het hub en spoke model. Volgens de auteur zijn normale lineaire conversion funnels waardeloos omdat maar weinig mensen gelijk aan een funnel op een site navigeren.

Hij stelt dat het hub and spoke model veel beter werkt, waarbij de hub een specifieke pagina is en de spokes (spaken) de klikpaden daarvandaan. Sommige klikpaden resulteren in een conversie, terwijl andere geen of exits opleveren.

Normale lineaire conversie funnels zijn klaarblijkelijk goed voor het inrichten van bijvoorbeeld een order bestel proces, waarbij je een aantal stappen verplicht moet doorlopen. Kijk je naar pagina's die op meerdere manieren te bereiken zijn dan heeft conversie funnel weinig zin.
Het hub en Spoke model is veel productiever omdat het een beter beeld geeft van wat er werkelijk gebeurt op de site.

Heeft iemand hier ervaring mee?

Lees artikel: Conversion funnels 2.0 door Shane Atchinson
Bron: ClickZ