Web analytics, web metrics, and how to use them to track and improve conversions

Matt Belkin – Vice President – Omniture Best Practices Group

Series of solutions we recently released that help you take action on the data.

            Blog Optimization

                        Technorati – 50 million blogs as of July 2006 – doubling every 6 months 1.6 million posts per day. 

-         Today – Blogs on the FrontPage

-         Salesforce.com – Blogs on the FrontPage

-         Ehobbies.com – Blog  on the FrontPage

Key Challenges with Blogs

            What is the value of our blog?

                        Maximizing Blog Success with Omniture SiteCatalyst

Acquisition Ratio – how effective are your blog posts as an entry point

Influence Ratio – how many incremental pageviews are associated with a blog post?

Flexibility to add metadata and lead value

EHobbies.com  -  We can figure out with SiteCatalyst how to figure out which parts are your blog.

You can also use our Discover product

N-Dimensional Segmentation

Dynamic Site Search – Walmart.com

Results do not always reflect relevance but not for the customer.

                        We can take an internal each keyword phrase and see which products were viewed and what revenue was generated.

                        I.e.: Starwood Hotels  - “ new york ”  - see which hotels that are booked against that keyword and affect the internal weighting based on what your customer wants.

Automated and Self-Optimizing Search Results

This is how you drive value and take advantage of your analytics.

Rich Internet Application (RIA) Optimization

AJAX

FLASH

DHTML

Flash is the most visible

Measure and optimize your Flash

            Ford Vehicle Configuratior (Ford – Lincoln)

                        Allurent – Shopping Cart

Web 2.0 Apps are cool but they are expensive and difficult to maintain.  How do I optimize that?

Maximizing RIA Success with Omniture SiteCatalyst

            Price Quotes are the most pertinent measure of success

                        We see how the Flash Movie parts contribute to Price Quotes

Flash Pathing – Omniture SiteCatalyst

You can look at all the RIA on your sites and see which ones are converting the best and what influences those experiences.  Sure, the shopping cart is in all transactions in some way …but is the buying guide part of it?  Yes, but is the AJAX Search helping …No.

Success with Web Analytics is easy – take action on measures that matter.    www.omniture.com/blog