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Web AnalyticsEvolution of Your Website
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Agenda

• Business and IT challenges
• Analytics at work The New Zealand Immigration
  Service
• Technology overview

A little knowledge that acts is worth infinitely
more than much knowledge that is idle.
- Kahlil Gibran
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The Business ChallengeIs technology meeting your
business goals?

• Is the website meeting business goals?
• Does your website serve the community?
• What effect does marketing have?
• What is the effect of site changes?

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The IT Challenge

• Staff overloaded
• Business goalposts shifting
• Website Integrity
• Pace of change increasing
• Minimize cost

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Web Analytics Definition
The process of defining, collecting,
interpreting and applying business intelligence
to achieve a desired outcome.
Define
Evaluate
Apply
Collect
Interpret
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Web Metrics and Web Analytics

• Web Metrics - Low Value Analytics
• Traffic counts
• Web Analytics
• Effect of marketing
• Conversion rates
• Continual improvement process

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Getting Started

• Define goal
• Set up the team
• Choose a business goal
• Match goal to technology
• What metrics needed
• Collect and interpret
• Measure before-change
• Look for trends
• Apply and evaluate
• Incremental changes
• Measure after-change
• Evaluate - not all change is good!

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The New Zealand Immigration Service Website
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The Immigration Service Website

• More than 1,500 web pages
• Three business streams
• Discover and Decide
• Apply and Settle
• Employ and Assist
• Over 20,000 unique visits a day
• Rich online tools and services

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Our Employer Fact Sheets

• Single sheet summaries of policy from an employer
  perspective
• People who use them like them

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The Business Problem

• Connect employers to the fact sheets
• Popular printed resource
• Low online usage

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Options for Change

• Rewrite website
• Reconfigure clickstream
• Change site navigation menus
• Shortcuts
• External adbvetrisement
• Use an teaser image on the site

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A Not-So-Extreme Makeover The Before
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A Not-So-Extreme Makeover the reveal
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The Splash Page
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The Metrics Before-and-After

• Before 2 conversions per day
• After 40 conversions a day
• Overall site traffic remained the same
• Clickstream

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What Did We Learn?

• Start small and cheap
• Incremental changes
• Small change can lead to significant effect
• Evolve website through what youve learnt
• Transfer same model to a different problem to get
  a more accurate sense of the models success

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Technology Overview
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Web Metrics Tools DeepMetrix LiveStats
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Common Metrics

• Total traffic
• Page views
• Time spent
• Downloads
• Referrers
• Entry pages
• Exit pages
• Clickstream
• Demographics

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Dos and Donts

• Dont track too many metrics
• Dont make multiple changes
• Do measure before making changes
• Do define what your customer does
• Dont measure intent or usability
• Do get the facts

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Resources
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