网站分析方法之业务目标优化

业务目标优化方法基础篇在线培训©2013WebtrekkGmbH议程业务目标优化为何如此重要？利用网站分析实施业务目标优化的框架业务目标优化案例电子商务E-commerce新闻媒体Media/News分类信息广告Information/Classifieds金融与银行Finance/Banking比价服务PriceComparison©2013WebtrekkGmbH©2013WebtrekkGmbH©2013WebtrekkGmbH©2013WebtrekkGmbH每个项目从何处开始?Wheredoeseveryprojectstart?DaysVisitorsVisitsPageImpressions2012-07-011.6841.7565.7482012-07-022.4732.6018.8062012-07-032.4442.5387.9472012-07-042.2122.3156.2872012-07-052.1442.2426.6502012-07-062.1262.1926.6252012-07-071.4421.5315.328Total14.52515.17547.391©2013WebtrekkGmbH?©2013WebtrekkGmbHDaysOrderValueQtyOrdersAvgOrderValueConversionRate%VisitorsVisitsPageImpressions2012-07-0110.471,87€101103,68€5,8%1.6841.7565.7482012-07-0213.683,25€98139,63€3,8%2.4732.6018.8062012-07-0313.894,63€102136,22€4,0%2.4442.5387.9472012-07-0412.683,29€111114,26€4,8%2.2122.3156.2872012-07-0512.694,66€122104,05€5,4%2.1442.2426.6502012-07-0613.406,04€125107,25€5,7%2.1262.1926.6252012-07-0713.417,42€122109,98€8,0%1.4421.5315.328Total90.251,16€781115,56€5,1%14.52515.17547.391©2013WebtrekkGmbH?©2013WebtrekkGmbH©2013WebtrekkGmbH绩效报告PerformanceReporting优化报告OptimizationReporting我们如何使用网站分析实现业务优化的目标?©2013WebtrekkGmbH©2013WebtrekkGmbH©2013WebtrekkGmbH业务目标数据需求报表报表需求分析业务问题优化134567今天我们的讨论的重点是业务目标数据需求报告报表需求分析业务问题优化134567©2013WebtrekkGmbH列举几个实例…©2013WebtrekkGmbH©2013WebtrekkGmbHDaysOrderValueQtyOrdersAvgOrderValueConversionRate%VisitorsVisitsPageImpressions2012-07-0110.471,87€101103,68€5,8%1.6841.7565.7482012-07-0213.683,25€98139,63€3,8%2.4732.6018.8062012-07-0313.894,63€102136,22€4,0%2.4442.5387.9472012-07-0412.683,29€111114,26€4,8%2.2122.3156.2872012-07-0512.694,66€122104,05€5,4%2.1442.2426.6502012-07-0613.406,04€125107,25€5,7%2.1262.1926.6252012-07-0713.417,42€122109,98€8,0%1.4421.5315.328Total90.251,16€781115,56€5,1%14.52515.17547.391©2013WebtrekkGmbH业务目标通过市场营销实现营收最大化©2013WebtrekkGmbH业务问题每个市场推广渠道的营收是多少？电子商务案例©2013WebtrekkGmbHSourceintheCustomerJourneyCampaignLifecycleContactsConversionvalueConversionInitiator%ConversionSupporter%ConversionTransformer%Retargetting8.01910.102,80€14,336,049,7Affiliate7.4019.900,74€53,345,41,2Direct7.03113.929,12€15,617,167,3SEO4.98117.411,40€21,114,664,4SEMNon-Brand4.88117.063,17€68,830,50,7SEMBrand4.39315.356,85€68,830,50,7OtherReferrer4201.595,70€23,812,463,8Newsletter4121.563,79€74,624,60,8SocialMedia49865,20€12,234,753,1Total37.58787.788,78€19,517,662,9电子商务案例©2013WebtrekkGmbHSourceintheCustomerJourneyCampaignLifecycleContactsContactValueinCustomerJourneyRevenueperClickSEO4.98125.060,80€5,03€SEMNon-Brand4.88124.559,58€5,03€SEMBrand4.39322.103,63€5,03€Direct7.03120.048,64€2,85€Retargetting8.01913.817,20€1,72€Affiliate7.4018.013,98€1,08€OtherReferrer4202.117,50€5,04€Newsletter4122.075,15€5,04€SocialMedia491.689,60€34,48€Total37.587119.486,08€3,18€电子商务案例-€5.000,00€10.000,00€15.000,00€20.000,00€25.000,00€30.000,00€35.000,00€Oct2012Nov2012Dec2012Jan2013Feb2013Mar2013ContactValueinCustomerJourneyChannelPerformance(RevenueperMonth)SEOSEMNon-BrandSEMBrandDirectRetargettingAffiliateOtherReferrerNewsletterSocialMedia-€5,00€10,00€15,00€20,00€25,00€30,00€35,00€40,00€45,00€Oct2012Nov2012Dec2012Jan2013Feb2013Mar2013RevenueperClickChannelPerformance(RevenueperClick)SEOSEMNon-BrandSEMBrandDirectRetargettingAffiliateOtherReferrerNewsletterSocialMedia©2013WebtrekkGmbH-€5.000,00€10.000,00€15.000,00€20.000,00€25.000,00€30.000,00€35.000,00€Oct2012Nov2012Dec2012Jan2013Feb2013Mar2013ContactValueinCustomerJourneyChannelPerformance(RevenueperMonth)SEOSEMNon-BrandSEMBrandDirectRetargettingAffiliateOtherReferrerNewsletterSocialMedia电子商务案例业务目标优化结账流程©2013WebtrekkGmbH业务问题结账流程的总体转化率是多少？电子商务案例©2013WebtrekkGmbH电子商务案例DateVisitsOrderValueQtyOrdersAvgOrderValueConversionRateCheckoutConversionRateRevenueperPaidClickRevenueperOrganicClick08.03.20138.01913.817,20€17877,62€2,2%18,1%4,93€3,85€09.03.20137.4018.013,98€9881,86€1,3%18,3%4,98€3,88€10.03.20137.03120.048,64€186107,78€2,6%17,9%4,88€3,81€11.03.20134.98125.060,80€35370,91€7,1%18,1%4,93€3,84€12.03.20134.88124.559,58€31877,21€6,5%18,3%4,98€3,88€13.03.20134.39322.103,63€24291,44€5,5%17,9%7,77€3,84€14.03.20134.83326.117,50€27694,77€5,7%18,1%7,84€3,88€Total41.539139.721,33€1.65184,64€4,0%18,2%5,76€3,86€©2013WebtrekkGmbH电子商务案例©2013WebtrekkGmbH0,0%5,0%10,0%15,0%20,0%123456789101112CheckoutProcessConversionRateTodayHours电子商务案例©2013WebtrekkGmbH业务目标使客户参与度（CustomerEngagement）达到最高©2013WebtrekkGmbH业务问题平均访问时长是多少？新闻媒体案例©2013WebtrekkGmbHDateVisitsPageImpressionsAvgVisitDuration%RepeatVisitorsActionsActionsperVisit%VisitsActionAfterLandingPage08.03.2013801.9001.876.4460:13:2112%10.301.68912,823,0%09.03.2013740.1001.731.8340:13:3711%10.200.50213,822,8%10.03.2013703.0951.645.2420:14:4913%9.869.80914,022,5%11.03.2013738.2501.727.5040:12:3312%8.965.74812,123,2%12.03.20131.070.4622.504.8810:14:3914%13.250.82312,423,0%13.03.20131.016.9392.379.6370:13:2612%12.112.35411,923,4%14.03.20131.006.7702.355.8410:12:4611%11.755.64611,723,2%Total6.077.51614.221.3860:02:3712%76.456.57012,623,2%新闻媒体案例©2013WebtrekkGmbH业务目标提高最终用户使用产品的易用性©2013WebtrekkGmbH业务问题成功信息搜索的比率是多少？分类信息广告