Brand Websites Must Die
How do you apply web analytics to design & prove ROI when you don't sell anything? Brand & most company websites are the perfect examples of sites where 'gut feelings' or the attitude 'we're not selling anything', so we don't need analytics. But you are running a business, aren't you? You do want to make you bonus, don't you?
Thinking of a site as just a 'brand site' is harmful to your company &/or you clients. If you have the attitude of 'if we're not selling something, we can't show ROI', well, first of all you'd be wrong. Secondly I can prove you wrong. But what I'd rather do is have you learn how to apply what in analytics we call "online business models" and apply KPIs (key performance indicators) to all your designs and experiences. The real change is simply not thinking of a site as a 'brand site, but instead as a Lead Generation site. What that term might mean something to most people, it means something very specific in analytics. I also show you some screen shots of a few analytics reports such as Funnel Analysis & Multivariate testing, as well as what to do with them. I use Tide.com as my example, to show how a brand/CPG website can benefit from web analytics, including KPIs for Lead Generation websites.
All my notes are included in my slides, I encourage you to read them along with the slides. This is a very short presentation and the first is series I'm doing on each of the business models.
