Website Analytics

Website Analytics

Transforming Data into Knowledge to yield Insight and Actions.

The most pressing concern we hear from marketing professional is, How do I turn the massive amounts of data from my online systems into knowledge and action to improve performance, increase revenues, and increase profitability?

The above question is actually not as complicated as you think, but to compete in today’s business environment Marketers must understand how to use data from their website analytics package to identify actions that will:

  1. Increase revenue or leads
  2. Drive more relevant traffic to website as well as physical locations
  3. Improve customer loyalty and satisfaction
  4. Improve site performance
  5. Reduce cost
  6. Improve Margin

Web analytics systems including; Omniture, Coremetrics, Web Trends and Google Analytics can be “black boxes” to many online marketers and merchandisers. They hold tons of data but do not have intuitive tools to deliver insights or clearly identify specific actions that will improve the performance of a given marketing campaign.

Our team of Web Analytics experts that are comprised of PhD level statisticians utilize proprietary, patent pending modeling techniques that result in unmatched insight and ability to react. The output from these tools provide guidance and insight to our clients by interpreting the data from all online marketing channels and honing in on the most important elements that will improve performance immediately. We leverage these statistical methods, predictive modeling, and proprietary tools to forecast marketing campaign results and ensure opportunities are not left on the table.

By weaving usability into all of our practices, we make sure all recommended updates, whether they are for design, SEO, or conversion testing, are optimal for your visitors. This means that landing pages are tested for their performance, and ease of use. Web copy is informational and easy to read and retain. Navigation is optimized for search engines and users, ensuring that the paths to your content are easy and intuitive. Our goal is to help you create a website that is compelling to visitors and accomplishes your business goals.

Without a comprehensive understanding of the data and how weekly and monthly results should be interpreted online marketers risk wasting precious marketing dollars by placing misguided media buys, inaccurate search bid optimizations, incorrect email targeting and offering incentives that may not be necessary.

Analytics services provided by Blue Moon Works, Inc. include:

  • Experts in Best of Breed Analytics Tools: The Blue Moon Works, Inc. team is experts in Omniture, Coremetrics, Webtrends, and Google Analytics and understand how to fine-tune these tools to provide valuable insights into visitor behavior and website performance.
  • Sophisticated Analysis Techniques: We use statistical processing, multi variant testing, and regression models to enable marketers to predict where to make investments based on fluid marketing goals.
  • Site Analysis: Provide advanced drill-down reviews to understand how to improve site merchandising, customer engagement, and conversion in addition to fluctuating traffic patterns and what causes them.
  • Analysis of Top Landing Pages: Improve bounce rate, visitor engagement, navigation, and optimal paths.
    Website Usability, Testing, and Evaluation: Determine how to blend design and function together for the best user experience.
  • Advanced Modeling Tools: Identify outliers that indicate problematic areas of the website, challenges with available inventory, content blocks, exit pages, and new vs. return visitor performance.
  • Statistical Processing, Multivariate Testing, and Regression Models: Expert data driven, multiple-outcome analysis to improve overall online performance and identify highest performing options for your marketing and media budgets.
  • Multiple Outcome Analysis: Improve overall online performance.
  • Identification of Top Traffic Sources: Identify your top traffic sources, their outcomes, and prioritize actions that need to be taken to optimize performance, seasonality shifts, and outcomes.
  • Customer Segmentation Analysis: Analyze visitor behavior to determine what visitors are doing when they get to the site, are they engaging in the ideal scenario and if there are elements that need to be changed or tested.
  • Shopping Cart Analysis: Understand where visitors are abandoning the website or shopping cart and how to improve conversion rate through increasing add-to-cart rates, checkout rate while reducing cart abandonments.
  • Optimization of Tracking Codes, Reporting Dashboards, and Automated Reports: Implement systems that allow for continuous reporting and analysis on your site.

Benefits for Multiple Marketing Teams

Marketing Analyst:

  • Measurement of the media multiplier effect, price elasticity, etc. by using our proprietary three dimensional Visual Intelligence Cubes.
  • Segmentation of campaigns and medium sources to identify best medium to produce results.
    Modeling to test offer levels or free shipping thresholds and elasticity.
  • Segmentation of keyword performance (Paid, organic, and site search) to determine allocation of media dollars and correlation of keywords to performance.

Website/Usability Analysts:

  • Analysis of Top traffic sources and behavior of site visitor to improve performance of bounce rates, revenue per visit, total revenue and conversion rates, etc.
  • Identifying the cause/effect relationship of key website metrics.
  • Analyzing the navigation paths with high page views vs. high exit rates to identify usability issues within the website.
  • Segmenting product categories to identify which product categories need attention and how to improve underperforming categories.

Customer Analysts/Modelers:

  • Identifying the independent variables (offer, product selection, color options, etc.) that have the strongest correlations to the dependent variable (conversion).
  • Analyzing which products have the most page views (indicating interest) crossed with the highest bounce rate (indicating an issue– maybe size, pricing, etc) and crossed with the conversion rate.
  • Identifying which navigation paths are the most popular (from product to product) indicating cross-sell correlations and opportunities.
  • Analyzing how new visitors, new customers, return customers, and loyal customers navigate the site and how this impacts the AOV, conversion rate, site search, and page view behavior for each segment.