Resumo de Web Inquiries - khetib abdelkrim

A web inquiry is an instance of a visitor not getting support throughthe site. With a web inquiry, a visitor finds an alternative way to gethelp from the company (chat, email, forum, request a call, etc.). Thisfailure to provide automated support is costly. Not only did the companyincur costs for the web site, but it now must provide a secondarymeans of support. The obvious goal is to reduce a dependencyon redundant support. This is made possible through optimizing aself-service component of a Lead gen. site in order to help customershelp themselves.how to measure? Calculation: Total number of web inquiries for the reportingtime periodSample Reports:It is suggested that once you configure the date range and reportingstyle to your liking, that you create a dashboard view of thisreport and save it under the category of ?Strategic KPI? for easyviewing and scheduled delivery. You may also consider creating analert to notify you or key stakeholders of any significant changes inthis metric.Quick winsThe goal is to reduce web inquiries. A reduction in web inquiries(all other metrics held constant), signifies a more efficient site.Over time, trends should show a gradual reduction of web inquiriescompared to overall traffic. In the short term, monitoring webinquiry activity is essential for analysis of immediate changes to thesite. Look for spikes and correlations between new content, design,or functionality.? Content Performance ? Content is the backbone of self-servicecomponents. If the information provides the answers customersare looking for, your site has been successful. Measurespecific content by ?article?, and category. Event participation(noted in Implementation Requirements) can provide insightinto the number of inquiries related to each article. Understandingthe relationship between the content and web inquirieswill help point to success and failure of information.? Search ? Can visitors find what they are looking for? Search isone of the main components of self-service navigation. Measuresearch inquiries. Which phrases are searched for mostoften? How do web inquiries relate to search results? Capturesearch phrases on the content landing page and comparethe web inquiry event participation to these pages. If visitorsare searching for content that doesn?t exist, or is not helpful,consider adding content which addresses the need.how to measure? Calculation: Total Costs/Total LeadsSample Report:It is suggested that once you configure the date range and reportingstyle to your liking, that you create a dashboard view of thisreport and save it under the category of ?Strategic KPI? for easyviewing and scheduled delivery. You may also consider creating analert to notify you or key stakeholders of any significant changes inthis metric.Quick winsThe goal is to reduce Cost per Lead, but only if it compliments theeventual goal of driving overall profit. From the strategic level, thismetric should be analyzed over your entire site as a trend. By itself,it cannot point to success or failure. It must be measured with KPIsthat point to lead quality.Note: Understanding lead quality is attainable by measuring leadswith sales, or revenue. Lead gen. sites don?t generally recognizerevenue online though. Omniture?s Data Sources allows offlinetransaction information to be paired with unique lead IDs forqualitative measurements in the SiteCatalyst interface, giving youpowerful lead quality information. An explanation of Data Sourcesis outside the scope of this document, for more information, pleasecontact your Omniture Account Manager.? Campaign Channels ? Run short term cost per lead report andcompare trends to campaigns by lead (be sure to consider campaignvolume and lead volume). Look for top campaign channelsand creatives, then optimize budgets and offers for success.? Quality of Leads ? To understand lead quality you will need toassociate a value to each lead. This can happen in real-time ifyour product is sold online, or if leads have a predefined value.If leads have a predefined value, create a calculated metricof the number of leads multiplied by the pre-defined valuein SiteCatalyst. If there is no pre-defined metric, SiteCatalystincludes a powerful Data Sources tool for importing revenue,or you could leverage the Omniture Excel integration for thiscalculation. Measure Cost per Lead with lead quality andcompare this to Cost per Lead trends. Reference campaignand channel performance trends to gauge whether these maybe influencing Cost per Lead and quality of leads.? Navigation and Design ? Run previous page flow analysisto understand which pages visitors may be accessing beforemaking web inquiries. Find ways to reduce barriers throughimproved navigation and content flow. Use A/B testing toimprove navigation and design.

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