First day of the Washington DC eMetrics conference

This being the first day of the conference, and seeing that the central issue of eMetrics is how measurement can help us to improve our conversion rates, I have decided to provide you with a summary of the most salient points.

5 central ideas…

1. Microsoft steps firmly into the metrics business with the Gatineau project and, in a few weeks, it will launch a free web analytics solution which, among other things:

– Automatically executes page tagging by entering the ftp details which allow our pages to be accessed on the server.

– Integrates MSN information, allowing us to analyse our data using different segment variables, like age or sex.

– Provides surprising displays to help us understand better what our users are doing on our web page.

2. Jim Sterne insisted on the need to think differently and include the client’s perspective in execution (mystery shopping, a customer call a day) and understand the users’ experience on your web page on the basis of the satisfaction/dissatisfaction dichotomy. He also insisted on the need to ask the right questions and to use childlike curiosity to analyse how our users behave on our online presence.

3. He insisted on the need to segment and break our information into pieces (not all traffic is quality, not all visitors are equal?).

4. Jennifer Veesenmeyer reminded us how important the display of our reports is, seeing how little time the people to whom we report have. She suggested:

– Providing analyses (rather than a narration).

– Grouping our KPI?s together before conducting any analysis.

– Studying key metrics and periodically presenting a more detailed photo of a specific issue.

– Automating the formatting of our reports.

– Analysing the ROI of our measurement and reporting.

5. But without a doubt, the most lucid and provocative speech was by Avinash Kaushik , who spoke of measurement and word-purchase campaigns. The emphasis was on 6 key issues:

– The importance of the bounce rate as an indicator to help us monitor which words it is worth purchasing.

– How absurd it can be to purchase words for which we are already well-positioned (cannibalisation).

– How important it is to analyse the results we are obtaining according to the position of our word-purchase (in the top positions you may get worse conversion results than in lower positions).

– The need to commit to words in the Long Tail.

– How multi-variant testing is compulsory on landing pages.

– The convenience of analysing what the competition is doing as regards its word-purchase strategy.

All leaving a good taste in the mouth, even though it?s only the first day. More to come tomorrow!

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