Two web analytics case studies presented to the Cincinnati Marketing Association B2B group. One case study looked at a retail/e-commerce site, defined the objective, identified the KPI\'s used in the methodology and showed results. The other case study looked at a lead generation site where the objective was to decrease aquisition costs. Methodolgy used a conversion funnel.

1. CincinnatiAMA B2B SIG Case Studies "Case Studies of Web Analytics in Action.“

3. Four Stages of Customer Lifecycle

4. Four Business Models

5. Case studiesWebTech Analytics

6. CincinnatiAMA B2B SIG Case Studies Key Performance Indicators by Business Type, addressing which indicators are appropriate to each job type for each business model. • Senior strategists: three to five top-line KPIs that speak directly to core business objectives and profitability. • Mid-tier strategists: need to see the same KPIs as senior strategists and those indicators that add an additional level of detail . • Tactical resources: should get the same indicators that senior executives and mid-tier strategists see, plus appropriate tactical KPIs to keep an eye operational details. WebTech Analytics

8. Advertising

9. Lead generation

10. Customer SupportWebTech Analytics

12. Acquisition

13. Conversion

14. RetentionWebTech Analytics

16. Lead-generation SiteWebTech Analytics

17. CincinnatiAMA B2B SIG Case Studies Case Study for Retail Site KPIs Overall Traffic Volumes Ratio of New to Returning Visitors Order and Buyer Conversion Rate Cart Checkout Completion rate WebTech Analytics

19. CincinnatiAMA B2B SIG Case Studies Traffic pattern measured for a single day on Website Total volume of visits compared to online marketing activity WebTech Analytics

21. Percentage of New versus Returning VisitorsWebTech Analytics

22. CincinnatiAMA B2B SIG Case Studies WebTech Analytics

24. Percentage of New versus Returning Visitors

25. Conversion RatesWebTech Analytics

26. CincinnatiAMA B2B SIG Case Studies Abandonment without in-stock guaranty Abandonment with in-stock guaranty Result was an increase of 14% in sales from the change in language. Check out and make a Reservation Purchase and make a Reservation Result was an increase of sales by reassuring customers their items would be located and in stock at time of their appointment. WebTech Analytics

29. CincinnatiAMA B2B SIG Case Studies Case Study for Lead-generation Site KPIs Lead generation for campaign or campaign types Lead generation conversion rates Average Cost per lead generated WebTech Analytics

30. CincinnatiAMA B2B SIG Case Studies Case Study for Lead-generation Site Business Company that sells extended auto warranties online and also have a telephone sales team. They run TV and print advertising, direct mail, PR and all the other elements from a well-rounded marketing program. Approach Task was to improve the ROI on all this activity without actually changing it or spending more money. There are two Target Actions; get people to purchase online or get people to fill in a tele-sales form. Lead generation for campaign or campaign types WebTech Analytics

31. CincinnatiAMA B2B SIG Case Studies 2.9% 2.5% 1.7% 1.7% 2.1% New Visitors WebTech Analytics

32. CincinnatiAMA B2B SIG Case Studies Case Study for Lead-generation Site Business Company that sells extended auto warranties online and also have a telephone sales team. They run TV and print advertising, direct mail, PR and all the other elements from a well-rounded marketing program. Approach Task was to improve the ROI on all this activity without actually changing it or spending more money. There are two Target Actions; get people to purchase online or get people to fill in a tele-sales form. Lead generation for campaign or campaign types Average Cost per lead generated WebTech Analytics

33. CincinnatiAMA B2B SIG Case Studies Landing Page 100% Transition Pages (Benefits) 78% Conversion Funnel for Quote On Extended Auto Warranties 3 Forms Pages 56% Quote 33% WebTech Analytics

34. CincinnatiAMA B2B SIG Case Studies Case Study for Lead-generation Site Business Company that sells extended auto warranties online and also have a telephone sales team. They run TV and print advertising, direct mail, PR and all the other elements from a well-rounded marketing program. Approach Task was to improve the ROI on all this activity without actually changing it or spending more money. There are two Target Actions; get people to purchase online or get people to fill in a tele-sales form. Lead generation for campaign or campaign types Average Cost per lead generated Lead generation conversion rates WebTech Analytics

35. CincinnatiAMA B2B SIG Case Studies Average Cost per Lead Generated Before Average Cost = Cost of Campaign / Number of Leads $50 = $10,000 / 200 Leads After Average Cost = Cost of Campaign / Number of Leads $25 = $10,000 / 400 Leads WebTech Analytics

37. CincinnatiAMA B2B SIG Case Studies Marketing doesn't stop just because someone has come to your site: You must keep communicating with them. You must monitor and improve this performance by analyzing your Conversion Funnel. This is how you get more business without increasing your marketing spend. WebTech Analytics

38. CincinnatiAMA B2B SIG Case Studies Thank You To receive a copy of this presentation: info@webtechanalytics.com 7672 Montgomery Rd. Ste. 258 Cincinnati, OH 45236 (513) 386-8059 www.webtechanalytics.com WebTech Analytics