Joost van der Kooij

Planning and evaluation

The process / strategy…

Evaluation

Funnels

Action planning

Questions

Programme

Centre for the Promotion of Imports from developing countries | 2012

2

engagemen

t

conversion

persuasion

Internet strategy ….

engagemen

t

conversion

persuasion

EVALUATION?!

Internet strategy ….

Evaluation

“However beautiful the strategy, you should occasionally look at the results’’

Sir Winston Churchill (1874 – 1965)

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Evaluation

1 Analyze visitors information Google Analytics – www.google.com/analytics

In depth site statistics, for freeIntegration with AdWords Landing and exit pagesGeometrics

2 Optimize conversion rate- newsletter signups- contact forms- booking / reservations- downloads- …..

Your website as a funnel path

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Your analysis?

Top landing pages

Top exit pages

Funnels

• Measuring conversion ratio• Learn from your visitors • Continous improvement • Act!

Example Bolivia (sign up of newsletter)

Check:http://www.youtube.com/watch?v=IibCs23EuiE&feature=relmfu

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Step 1

Step 2

Step 3

Graçias por su suscripcion!

[inicio]

Goal!

342

801

Step 1

Step 2

Step 3

Goal!

Evaluation

3 Page ranking Obtain quality links to your site Google toolbar or www.checkpagerank.net

4 Qualitative Focus group Clients Client satisfaction forms Just ask…

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Evaluation

5 Website optimizer www.google.com/websiteoptimizer- Decrease visitor bounce rates - Increase visitor satisfaction - Eliminate guesswork from site design

6 Google Alerts - (www.google.com/alerts) monitoring what is said about you

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Action

How in the WWW will they find you?

@ctions• Monitor CBI website for new ebusiness platform (planned 2012)• Set up website promotion team (management, IT)• Make website promotion action plan (use assignment book)• For ECP participants: CBI consultancy sessions• Highly recommended: www.atdw.com.au • Join LinkedIn group: CBI website promotion platform

Result of @actions

ECP Participants – Coaching session

TO DO

• Fine tune action list in Assignment booklet

• Check CBI website assessment report and

- Include all your action items in Annex 1.- List pending issues and other planned actions as well.

• Invite all relevant people to join this coaching session

FYI: 3 – 4 more skype sessions: distance coaching

Questions