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WAA Base Camp Workshop

Web Analytics for Site Optimization
May 20th, 2009

Instructor: Vicky Brock

Location: Dorset Room, New Connaught Rooms.
Time: 9:00am - 4.30pm, lunch included. Registration from 8.30am.

How do you make your website better? If this is your challenge, then this is the workshop you’ve been waiting for.

You have some experience, but now it’s time to learn more about the business goals and Key Performance Indicators of site optimization, the available tools and the processes needed to make it all work.

Whether you have just been tasked with improving the effectiveness of your website, just been put in charge of the web team, or just need to be sure that you are seeing the forest for the trees, this workshop is where website optimization is revealed and explored.

  • How can a website be optimized?
  • How do you increase effectiveness?
  • What tools are available?
  • Which techniques have the highest impact?
  • What expertise is needed?
  • Where should I focus my efforts?
  • What are the hazards to watch for?

This workshop will give you the tricks, tools and techniques needed to improve navigation, increase engagement and improve conversion rates.

  • Building a measurable site
  • Designing for navigation vs. conversion
  • Improving online persuasion
  • KPIs for ecommerce, content sites, and intranets
  • Understanding visitor behavior
  • A/B & multivariate testing

If you’ve been told to make your website "better", this workshop is for you. If you’ve been tweaking your site for years, this workshop will put it all back into perspective.

There are many levers you can adjust in order to get more value out of your website. Understanding the variety of possible controls and the ability to measure the impact of adjusting them is the key to website success.

What Will You Learn?

User Centered Design

Knowing how to improve your site means knowing who your visitors are and what they’re trying to accomplish. This workshop explores the design and use of personas and how to create a customer-specific online experience.

Persuasion Scenarios

Different visitors try to accomplish different tasks at different times. How well are you tracking their progress? Learn what comes after clickstream analysis.

A/B Split & Multivariate Testing

Some firms are trusting their metrics over their instincts. Is a blue button better? Is the copy too discursive? Don’t leave it to intuition - test it out on your site.

Customer Life Cycle Funnel

The classic customer life cycle moves from suspect to prospect to customer. Measuring that progression will highlight the marketing and sales functions that need the most attention.

Conversion

Did they subscribe? register? download? purchase? The conversion is the ultimate sign of success. This workshop will investigate the methods for continuous improvement of all conversion-related factors.

Participation Calculation

Are people using your Web site? Are they coming and going or do they stick around? Do they join in? Do they sign up? How well are you measuring the value of the interactive relationship you have created?

What’s on the Agenda?

Building a Measurable Website

Measuring the usability of your site comes right after identifying its KPIs. User-centered design identifies the needs, wants, and limitations of site visitors.

Up Close and Personal with Personas

Why do leading websites design around personas? What are they and how do you create them? How are they best used to optimize the design and navigational elements on the site?

Understanding Visitor Behavior

Cumbersome navigation is the nemesis of every website designer and the nightmare of every surfer. Web analytics reveals where people go wrong on your site. But not all visitors to a website are equal in value and not all traffic sources produce quality traffic. Analyzing visitor behavior reveals not only where the site is faulty, but which types of visitors are not worth the optimization effort.

On-Site Search

How visitors use your on-site search capability reveals not only where your navigation is failing, but also where your promotions are misguiding and where your content is lacking.

Content Effectiveness

The cost of creating, maintaining and indexing content is now high enough to warrant a review of how well your investment is paying off. Findability and consumption combine to show how well your content is living up to the needs of your visitors and the promise of your website.

Advanced Topics
  • Web analytics for intranets
  • Content management systems and dynamic data
  • 1st party vs. 3rd party cookies
  • Data cleansing
  • Frames, Flash & AJAX
  • Form analysis
  • Increase natural search ranking
  • Optimize visitor conversion from search
  • A/B and Multivariate Testing

And much more.

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