week 11 Flashcards
parts of the conversion model
Early-on: Social media shares, email list sign-ups, return visits, fans, followers, new visitors, inbound links.
Mid-way: Time on site
At the end: Orders, revenues, sales, average order value, repeat purchases, customer referrals
web metrics
Visitor Returning Visitor Unique Visitor. Visit Bounce. Landing Page. Exit Page.
define visitor
A person or robot which visits your webpage.
define returning visitor
A person who has a cookie on their browser
define unique visitor
A person who has no cookie
define visit
The pages or journey which a person goes through on your site.
define bounce
Visit that lasted one page view.
landing page
The first page that a person sees on your site.
exit page
The last page viewed on your site for that visit only (potentially not forever).
website metric examples
- website traffic
- traffic sources
- bounce rate
- top pages
- conversion rate
- conversion by traffic source
eDM metrics
- open rate
- click through tare
- conversion rate
- bounce rate
- number of unsubscribes
- list growth rate
- spam complaints
- forwarding rate/ email sharing
facebook metrics
- page likes
- post reach
- engagement
SMS metrics
- Click through rate
- Opt out rate
- Conversion rate
- Growth
- Cost per redeeming subscriber
event metric
- Event check ins
- Attendee satisfaction survey
- Attendee satisfaction survey
- Number of active community members
- Speaker engagement
- Live polling
- Social mentions
- Total registrations
search metric
- Impressions
- Cost
- Clicks
- Average cost per click
- Conversions
- Impressions by campaign
- Click through rate ad groups
- Click through rate by campaigns
conversion rate working out
Conversion Rate (%) = # of signups or purchases / # of Successfully experienced the advertisement X 100
conversion rate key guiding principals
- separate channels
- visitor type
- task type
define separate channel
reducing noise between campaign components.
define visitor type
make sure your looking at different segments and target markets effectively.
define task type
make sure you separate tasks to ensure you can see the full funnel process.
analytics uses
Saving time and money - Knowing when a campaign isn’t working.
Testing effectiveness - Knowing which ad is more effective.
Testing markets - Knowing which markets are interested in your product before a big spend on advertising.
Customer journey - Understanding the customer decision process from the order of the pages they visit, and the frequency.
Complimentary products - Looking at what customers put together in their online shopping carts.
