Participants may register for training in addition to the SES New York conference or independently, as workshops take place on the Friday after the event.
The Web Analytics Association unites and fosters the interests of industry practitioners, vendors, consultants, and educators who use, sell, install, implement, consult, teach, or train in the field of web analytics. We define industry best practices, develop and implement analytic training and certification programs, and unite professionals, consultants, and users to promote our field worldwide.
Web Analytics for Site Optimization
| Time: | 8:30am-5:30pm |
| Instructor: | Jennifer Veesenmeyer, VP of Analytics, Stratigent, LLC |
| Description: |
How do you make your website better? If this is your challenge, then this is the workshop you've been waiting for. This workshop will give you the tricks, tools and techniques needed to improve navigation, increase engagement and improve conversion rates.
- 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?
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| What you will learn: |
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.
- 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?
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| 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
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| Instructor: |
Jennifer Veesenmeyer is a Senior Web Analytics Consultant at Stratigent, where she specializes in assisting enterprise-level organizations overcome the communication challenges of web analytics, such as gaining executive buy-in, building consensus and facilitating cultural change. She is highly regarded as an industry thought leader and is frequently asked to conduct educational presentations on the topic of meaningful reports. Not to mention one of the top rated speakers in seven years of eMetrics Summits.
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The Online Marketing Campaign Measurement workshop has been canceled.
Please visit the Web Analytics Association for new dates and time.
www.webanalyticsassociation.org
Every other event I've been to this year has had lower attendance than last year. If this was the case for SES New York 2009, it certainly wasn't evident to me. The halls were filled with people, the exhibit hall was filled with people, and the sessions were jam-packed with folks asking great questions. It feels like, if folks are indeed having to narrow the events they go to this year, they are concentrating on SES as a 'must-do' not a 'might-do'.
—Bill Leake, CEO of Apogee Search
As a small business, I just recently began promoting my product via search engines. After attending your SES show in New York, I have a whole new outlook and an attainable approach to boosting my presence and ultimately my ROI. I had no idea that by attending the seminars I would learn so many tricks of the trade and that so many free tools were available online. The energy and knowledge of the speakers, panelists and moderators was informative and enlightening. Your show also helped me to realize/confirm all the things I was doing right. Thank you for such a comprehensive show. I will see you next year as I recognize how important it is to keep up with this changing industry.
—Andrea Friedland, pawzdogboots.com
SES New York 2009 was by far the best search engine marketing show I've been to in 4 years - and I go to them all! Kudos for a great event!
—Marc Poirier, Co-Founder & CMO of Acquisio
