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1. Yes Yes Yes Yes Yes Yes Yes Yes Yes CMO Admin WebAdmins Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes About EPiServer Web 9 Getting Started with EPiServer CMO Log in to your website with your EPiServer CMS username and password and open EPiServer CMO in one of the following ways From EPiServer CMS View Mode Right click and select CMO From EPiServer CMS Edit Mode Click CMO in the top menu Directly from the URL Type the domain address of your website in the web browser and complement with the alias specified in the instal lation Press ENTER and EPiServer CMO will open in a new window Login with your regular EPiServer CMS login credentials The Start menu is where you access EPiServer OnlineCenter dashboard Sta rt Men Chath Heng CMS LPO Campaigns Settings LPO Tests Recently Changed Recently Changed Items All Add Test Add Campaign Current 1 1 1 Scheduled Recently Changed LPO Tests 0 Archive Language Date Owner Modified By Status i Delete test English 10 01 2010 Denis Administrator Active Campaigns Recently Changed All 1 Recently Changed Campaigns Campaign 0 English 10 01 2010 Stopped Scheduled 3 3 Current 3 Language Date Owner Modified Status 0 0 Archive Campaign 1 amp English 10 01 2010 Stopped Campaign 2 ES English 10 01 2010 Stopped By clicking CM2. User s Guide for EPiServer CMO 2 0 1 Select the campaign you want to follow 2 Select KPI Report Type from the list and click OK You can select the following reports e Based the entire campaign with a summary for all KPIs and for a specific KPI e Based on specific pages with a summary of all and for a specific KPI Setting up CMO Live Monitor Gadget CMO Live Monitor The CMO Live Monitor gadget shows the navigation patterns for the pages included in your campaign This gadget does not work for iPhone or iPad Set up CMO Live Monitor as follows 1 Select the campaign you want to follow 2 In Live Monitor Control Height type the height in pixels and click OK Exporting or Printing Campaign Results You can export or print the campaign results when the campaign is running or finalized You can export and print the following report types e Overview e General Statistics e KPI e Conversion Path For more information about the reports see also About the Campaign Report Tab Exporting Campaign Results you want to continue working with the statistics gathered in the campaign you can choose to export the results to Microsoft Excel as follows 1 Select the campaign you want to export 2 Click Export 3 Select Open if you want to open the file directly in Microsoft Excel or Save to save the result in Micro soft Excel file format Printing Campaign Results Print the campaign statistics
3. form postings e Minimum impressions for statistics Type the minimum number of landing page impressions to start calculating statistics values Note that if this value is less than 100 the LPO report will show inac curate data until the number of impressions reaches 100 e Minimum conversions for statistics Type the minimum number required between conversions and impressions to calculate statistic values e Recently changed period days Type the period in days used to display a recently changed list of tests and campaigns e Cookie expiration period days Type the period in days for the cookie expiration for users not included in an LPO test e Multiple impressions and conversions Select whether you want to count the impressions and con versions for a user visiting a campaign page multiple times Leaving the box cleared will count each visit once When you are done click Save EPiServer AB Data Aggregation Settings Start CMS Overview LPO Campaigns Data Aggregation Settings Administering EPiServer CMO 39 MibateAcoresation save E Cancel Security Page Thumbnails Run aggregation on service start Lve Monitor Data aggregation interval minutes 10 of 1000 Maximum idle time in one visit minutes 30 Minimal time between page views seconds 300 Wait for completed aggregation seconds Under Data A
4. 2009 10 01 2010 KPI Summary Summary 15 All Achieved Value 55 522 00 All KPI Estimated Value 48 160 00 KPI Details CON Campaign 0 Achieved Value 18 666 00 Estimated Value 18 666 00 Number of Conversions 366 GEN Campaign 0 25 Achieved Value 36 856 00 Estimated Value 29 484 00 Number of Generic Events 542 Serious KPI 100 Achieved Value 0 00 Estimated Value 10 00 Number of Generic Events 0 The KPI report shows detailed information about the results of the defined KPls for specific pages in the cam paign settings View the report as follows EPiServer AB About Campaign Monitor 33 1 Click the page for which you wantto view statistics The will be highlighted after selection 2 Select Report Period for the statistics All the defined KPls for the specific page will be shown To export and print the report see Exporting or Printing Campaign Results Conversion Path Report Start CMS Overview LPO Settings Campaigns Campaign 0 Stopped Ch d T ey Chane Language English Date 10 1 2010 Modified All 7 Current 6 Report Scheduled 0 gt B Archive Delete Refresh thumbnails Export Sa Print Archive 1 Overview KPI Conversion Path Report Period 10 01 2009 10 01 2010 0 New visitors for the whole path 88 Returning visitors for the whole path 32 100 0 Prod
5. EPISERVER Overview Campaigns Settings LPO Tests Test ABC Finalized tly Ch d 1 ae eee Language English Date 11 1 2010 Modified By Administrator All 1 Current 0 Scheduled Delete Export Sa Print Archive 1 Estimated Conversion Rate Range 1 Original O World Wildlife Fund Chooses Alloy to Save Polar Bears 30 0 59 Sly to Save Bears Chance To Beat Original jiji ji Chance Beat All 0 0 Observed Improvement Conversions Impressions 30 100 Variation 1 V1 World Wildlife Fund Chooses Alloy to Save Polar Bears 66 7 EISA Chance To Beat Original 100 0 Chance To Beat All 100 0 Observed Improvement 122 2 Conversions Impressions 200 300 I lt i TE V Test Winner Variation 2 V2 World Wildlife Fund Chooses Alloy to Save Polar Bears ert 24 8 2 8 Salty to Gare Poke Sen Chance To Beat Original 14 9 Chance To Beat All 0 0 Observed Improvement 17 5 Conversions Impressions 99 400 1 HE ie As an LPO test is proceeding you will receive indications and statistics presented on how the different var lations of a page have been used by the visitors compared to the original page Based on the statistics you can decide which page variation to publish or maybe the original page is the most effective As the t
6. KPI used to measure how many visitors reached the target page conversion page The page that represents the business result shown when the visitor has completed the desired action conversion path The conversion paths show how many visitors that have actually reached the target page of the campaign starting from the landing pages to the target page It will also show how many have exited the path and not reached the target page and how many have re entered the path conversions The number of visitors to a landing page in an LPO test who reached the conversion page by per forming the desired action for example posting a form D Downloads KPI A KPI to measure the number of downloads of a document or file in an online campaign F Forms KPI A used to measure when a visitor posts a web form G Generic KPI A KPI to collect data through a Web Service API from any external data source for example EPiS erver Commerce and partner developed application GUID Globally Unique Identifier GUID is a unique 128 bit number that is produced by Windows oper ative systems or applications to identify a particular component application file database entry and or user HTTP Referrers A used to measure traffic from a predefined URL or domain impressions The number of visitors to a landing page in an LPO test EPiServer AB Glossary 43 Key Performance Indicators Key Performance Indicators KPI
7. Overview LPO Settings Campaigns Recently Changed All 4 4 Current 4 Report Settings 0 Monitor our product pages settings Active Language Alllanguages Date 10 13 2010 Modified By Administrator Scheduled kd Save Stop Delete 2 Refresh thumbnails Archive Campaign Details Select Language Name jaj Owner Start Date End Date Description Selected Campaign Pages Add Page Alloy Meet Delete Campaign Monitor CM is an intuitive graphical dashboard that shows you in real time how your campaigns are performing You can plan and budget for an estimated KPI value for the campaign period and monitor the result in real time CM allows you to select which web pages you want to include in a campaign You can Details Pages KPI Settings Conversion Path Monitor our product pages Maria Branting 10 31 2010 Test campaign Meet Plan and Track Alloy Plan Alloy Track Delete Delete monitor and get detailed information about the campaign pages by the following tabs e Settings Here you enter information about the campaign and the expected result see About the Cam paign Settings Tab e Report Here you can view print and export the campaign results see About the Campaign Report Tab Monitoring Campaign Web Pages Created in EPiServer CMS As EPiServer CMO is a module integrated with EPiSe
8. The use of Alloy Meet Alloy Plan and Alloy Track have resulted in saving over 200 polar bears in the project spanning Canada Norway Sweden Finland and Russia 4 Gi Local intranet Protected Mode Off fa 100 When the original page and its variations has been included in an LPO test do not change or remove them in Edit mode during the test If you do it cannot be undone The test will break and you will need to start over with the test LPO Test Status LPO tests can have the following statuses e Active Tests that are currently running If you create a test with start date set to today s date it will automatically be given the status Active when you click Save settings e Not started Tests with status not started have a start date in the future e Stopped A stopped test has been temporarily stopped for some reason either stopped manually or reached the end date Statistics are no longer collected See Changing an LPO test e Finalized Tests with status finalized have an expired end date EPiServer AB About the Landing Page Optimizer LPO 13 Overview of All LPO Tests Start CMS Overview Campaigns Settings ae All LPO Tests Recently Changed Add Test Current Name Language Date Owner Modified By Status Edit Delete Scheduled Basic test S5 English 10 01 2010 Denis Administrator Active Archive FA td In EPiServer CMO several tests can be p
9. as follows EPiServer AB About Campaign Monitor 37 1 Select the campaign you want to print 2 Click Print The campaign result will open in a new window with a printer friendly layout EPiServer AB 38 User s Guide for EPiServer CMO 2 0 Administering EPiServer CMO The administration of EPiServer CMO is done by CMO Admin see Access Rights and Security Settings To access the settings in EPiServer CMO click CMO gt Settings General Settings Start CMS Overview LPO Campaigns General Settings Data Aggregation H Save Cancel Security Page Thumbnails Exclude IP addresses Live Monitor External Applications Cache timeout seconds 10 Minimum impressions for statistics Minimum conversions for statistics Recently changed period days Cookie expiration period days Multiple impressions and conversions Under General Settings you can define the following settings Statistics handler URL http epymkievdemo 1 7008 StatisticsHa e Exclude IP addresses Type the IP addresses you want to exclude from statistics data collection for example all visitors from your own company e Cache timeout secs Type a time in seconds for how many seconds you want to pass until the cache times out for the CMO data e Statistics handler URL Type the URL ofthe statistics handler the web address where you collect all your data for aggregation for example downloads clicks
10. by using the arrows and clicking OK The name and thumbnail of each page is displayed by default and you can change to see your selected pages in a list view instead You can also remove pages by clicking Delete 7 Click KPI Settings or Save to activate the campaign If you save the campaign you can click Refresh Thumbnails to see your web pages Step 2 KPI Settings Start CMS Overview LPO Settings Campaigns x eee 7 Mini campaign settings Active Language All languages Date 10 6 2010 Modified By Administrator All 5 Current Settings Scheduled 0 kd Save Stop Delete Refresh thumbnails Archive 1 Details Pages KPI Settings Conversion Path KPI Entity v General Campaign Order key New KPI Name Product ID Value 1 16 Expected value 11239 00 KPI Type Generic hd KPI key z E Cancel Campaign Pages KPI Alloy Meet New _ _ Order key Value 5 76 Expected value 50000 00 KPI Type Form v Form Enter manually 7 Form name Contact_us bel Add E Cancel Alloy Plan lt a ee one ee 2 Add new KPI This step is optional For more information about KPI Types and KPI Entity see About Key Performance Indi cators Add or several KPIs for each web page as follows 1 In KPI Entity select entity 2 In General Campaign KPI click Add new KPI to add campaign based KPIs that measures your entire
11. O you can access the following menu e Overview shows an overview of all LPO tests and campaigns as well as their status e LPO shows an overview of all LPO tests and their status Here you can add a new test see About the Landing Page Optimizer e Campaigns show an overview of all campaigns and their status Here you can add a new campaign see About the Campaign Monitor e Settings is where you make your settings in CMO see Administering EPiServer CMO Generic Functions in EPiServer CMO The following functions are commonly used in EPiServer CMO cA Add Click to add for example a web page in a Campaign or an LPO test Save Click to save a Campaign or an LPO test Edit Click to edita Campaign or an LPO test This button is dimmed for finalized and archived campaigns or tests Cancel Click to cancel changes of a Campaign or an LPO test EPiServer AB 10 User s Guide for EPiServer CMO 2 0 gt Start Stop Delete Browse Export Print Refresh Archive Click to starta Campaign or an LPO test that has been scheduled later or stopped This button is dimmed during an active campaign or test as well as for these that are finalized and archived Click to stop pause a Campaign or an LPO test Click to delete a Campaign or an LPO test Click to select a file web page or date the calendar Click to export a Campaign or an LPO test to a Microsoft Excel data sheet Click to printa Campaign or
12. PERFORMED LPO TEST 17 EXPORTING OR PRINTING THE LPO TEST RESULTS s i i i i i tit 19 ABOUT CAMPAIGN MONITOR CM 20 MONITORING CAMPAIGN WEB PAGES CREATED IN EPISERVER CMS 20 RECOMMENDATIONS FOR USAGE LLL 21 OVERVIEW ALL CAMPAIGNS LLL 21 ABOUT KEY PERFORMANCE INDICATORS 22 ABOUT CONVERSION PATHS LL 24 ABOUT LIVE MONITOR C COLL LLL LLL LLL 25 ABOUT THE CAMPAIGN SETTINGS 2 2 2 LLL 25 ABOUT THE CAMPAIGN REPORT TAB L 30 FOLLOWING A CAMPAIGN BY USING GADGETS 2 2 222 LLL 35 EXPORTING OR PRINTING CAMPAIGN RESULTS ss si Csi sSsSSSSSsSSS 36 ADMINISTERING EPISERVER CMO 38 GENERAL SETTINGS LLL 38 DATA AGGREGATION SETTINGS eee 39 SECURITY SETTINGS 39 PAGE THUMBNAILS SETTINGS isisisi i titi 40 LIVE MONITOR SETTINGS 40 EXTERNAL APPLICATIONS SETTINGS FOR GENERIC KPI ceecceecceeces 41 GLOSSARY 42 EPiServer AB About EPiServer CMO EPiServer Campaign Monitor and Optimization CMO is an add on module integrated with EPiServer CMS to receive an instant answer on how your campaigns are performing and which landing pages deliver the best results You do not need any technical skills and can easily test and analyze the results yourself Measuring and Optimizing your Online Campaigns and Pages About EPiServer 5 Any marketer knows that one of the pillars for a marketing initiative to be worthy of b
13. Paths About how to enter information under the Settings tab see Adding a Campaign Changing View of the Campaign Pages To change view of the web pages included in your campaign you have the following options View the web pages included a campaign in thumbnails Set by default EPiServer AB 26 User s Guide for EPiServer CMO 2 0 View the web pages included in a campaign in as a list Adding a Campaign Start CMS Overview LPO Settings Campaigns Recently Changed All Mini campaign settings Active Language All languages Date 10 6 2010 Modified By Administrator Campaign saved successfully Settings la Save Stop x Delete Refresh thumbnails _ Details Pages 4 Campaign Details Current Scheduled wm wm Archive Select Language Mini campaign October 2010 Campaign Owner Benny Andersson Start Date End Date 10 31 2010 Description Purpose We want visitors to post the form Contact me for more information about the offer October 2010 Selected Campaign Pages Add Page ma Alloy Meet Alloy Plan Alloy Track Delete Delete Delete A campaign can include both KPIs and conversion paths or each of them separately To create a campaign go to Campaigns gt Add campaign gt Settings To edit and stop and an ongoing campaign see Changing a Campaign Step 1 Details P
14. Release 2 0 Users Guide A Copyright This document is protected by the Copyright Act Changes to the contents or partial copying of the contents may not be done without permission from the copyright holder The document may be freely distributed in its entirety either digitally or in printed format to all EPiServer CMO users EPISERVER User s Guide for EPiServer CMO 2 0 Last saved October 30 2010 EPiServer AB Table of Contents 3 Table of Contents ABOUT EPISERVER CMO 5 ABOUT THE E PISERVER CMO oie eased nen saueadaeeeroessnnuuosasae 5 WHAT IS NEW IN EPISERVER GMO 2 0 veeeessas hddides 6 ABOUT EPISERVER WEB HELP 7 How TO ACCESS THE HELP isstisi i i i istststsS 7 ABOUT THE HELPCONTENTS s s C C PDr 7 EXPECTED KNOWLEDGE 7 PIEDER EN 7 ACCESS RIGHTSIN EPISERVER GMO 8 GETTING STARTED WITH EPISERVER CMO 9 ABOUT THE LANDING PAGE OPTIMIZER LPO 11 TESTING WEB PAGES CREATED IN EPISERVER CMS 11 HOS ss a ances hence iS ica ge lath Se SCHON Adie sce 12 OVERVIEW OF ALL LPO TESTS itt Boe eee 13 ADDING AN LPO TEST ee ee ee ee 14 CHANGING AN EXISTING LPO TEST C gt 15 DELETING AN LPO TEST LLL 15 PINALIZING ANE PO TEST 16 HANDLING AND ANALYZING THE RESULTS A
15. Variation 1 Conversion Page Visitors Included in the Test Percentage 100 Example 80 means that 80 of your visitors will be included in the test Add an LPO test as follows In Overview click Add Test In Test Name type the name of the test Choose a meaningful name that will help you easily dis tinguish between many tests In Test Owner type the name of the person who is responsible for the test Browse and select a start date and end date for the test You can schedule a campaign to start the future If you leave the current date suggested by default the campaign will start immediately after sav ing your test The start date can be changed up until the test has been activated The end date can only be changed on stopped tests In Select Language select the language you want to use for the test Available languages are the ones that have been activated in EPiServer CMS In Original Page browse and select a published version of the original page to use in the LPO test from the website The page name and ID is displayed In Variation Page browse and select an unpublished page version of the original page Add a sec ond variation page by clicking Add Variation and browsing An LPO test must contain at least one var lation page and can contain maximum two variation pages In Conversion Page browse and select a conversion page on the website A conversion page is the target page for which you want the visito
16. a Statistics report for a campaign go to the Report menu which contains the following tabs Overview gives you an overview about how the campaign is proceeding with the campaign details general statistics for visits referrers and a summary of the existing and conversion paths General Statistics gives you detailed statistics of the campaign pages including number of visits new and returning visitors number of page views visit duration times user information browser types General statistics will always be collected and monitored for all pages in a campaign during the cam paign period Refer to About General Statistics KPI is optional and will provide details about how many visitors that performed the desired action if you created KPIs under Settings gt KPI Settings Refer to About Key Performance Indicators Conversion Path is optional and will provide details about the visitors navigation to the conversion page if you created paths under Settings gt Conversion Paths Refer to About Conversion Paths Live Monitor gives you a real time view of visitors to the campaign pages on the website including the originating source information of your visitors Refer to About Live Monitor To export and print the report see Exporting or Printing Campaign Results EPiServer AB About Campaign Monitor 31 General Statistics Report Start Overview LPO Settings Campaigns Browser stat Active Recen
17. ages All new campaigns need to contain campaign details and a definition of the pages included Add the details as follows 1 In Select Language select the language you want to use for the campaign Available languages are the ones that have been activated in EPiServer CMS You have the following options e Selecta language and this will only include the pages on the language you selected If you want to compare pages in different languages you need to create one campaign for each lan guage e Select All languages and this will include all pages no matter of which language you have included in your campaign 2 In Name type the name of the campaign Choose a meaningful name that will help you easily dis tinguish between a large amount of campaigns 3 In Campaign Owner type the name of the owner of the campaign EPiServer AB About Campaign Monitor 27 4 Browse and selecta start date and end date for the campaign You can schedule a campaign to start in the future If you leave the current date suggested by default the campaign will start immediately after saving your campaign The start date can be changed up until the campaign has been activated The end date can be changed during the campaign 5 In Description type a descriptive text about the campaign 6 In Selected Campaign Pages select the pages you want to include in the campaign by clicking Add Page In Select Page select the web pages on your site
18. an LPO test Click to refresh the thumbnails of displayed pages in a Campaign or an LPO test Click to archive a Campaign or an LPO test that has been stopped Note that this action cannot be undone EPiServer AB About the Landing Page Optimizer LPO 11 About the Landing Page Optimizer LPO Start CMS Overview Campaigns Settings lal cir All LPO Tests 9 Recently Changed Add Test Current Name Language Date Owner Modified By Status Edit Delete Scheduled test E5 English 10 01 2010 Denis Administrator Active x Archive Landing Page Optimizer LPO is used to test different variations of a web page The method is established on the market as A B testing which is based on three landing pages one published original page and two unpublished variations of the original page The test is performed against a conversion page which is the tar get page of a desired action for example a message thatis shown to the user after posting a web form The impressions is the number of users that have entered one of the landing pages During an LPO test visitors to the website will either see the original page or a variation of the page and per formance will be measured to determine which variation of the page that result in most people taking the desired action It is possible to limit the percentage of visitors that will be included in the test be aware of that fewer visitors will require longer test pe
19. b domains and paths by following the specified domain name listed e Example 3 http www google se preferences hl sv KPI will be calculated only for the traffic from the absolute URL specified Forms The Forms KPI is is based on pages in the campaign Itis used to measure when a visitor posts a web form One page can contain several web forms and you need to define which one is to be connected to the spe cific KPI you are creating EPiServer AB About Campaign Monitor 23 Downloads The Downloads KPI is is based on pages in the campaign It is used to measure the number of downloads the users are doing from a web page and you need to define which file is to be connected to the specific you are creating Conversion Paths The Conversion KPI is general and based on the entire campaign It is used to measure how many visitors reached the target page Generic The Generic KPI is general and based on the entire campaign It gives you the opportunity to integrate EPiS erver CMO with any external application or function based on data through a Web Service API from any exter nal data source that are used in for example EPiServer Commerce or partner developed functions To set up connections for a specific ID to the data source integrated with EPiServer CMO see Administering Exter nal Applications Settings KPI Entity or Value The KPI entity is used in a KPI value to estimate how much a desired action is worth You
20. campaign Proceed with the following settings EPiServer AB 28 User s Guide for EPiServer CMO 2 0 In Name type the name of the KPI Choose a meaningful name that will help you easily dis tinguish between a large amount of KPIs In Value type a value of how much one user action is worth in the campaign Use full stop as separator if you want to use a value with decimals In Expected Value type an expected value for all user actions during the campaign period The expected value must be greater than in Value Use full stop as separator if you want to use a value with decimals In KPI Type select one of the following and enter information e Generic gt External Application select the application name you want to add to your campaign The name contains a specific ID for the data source in to identify the exter nal application integrated with EPiServer CMO To populate the list see Administering External Applications Settings e Conversion Path gt Conversion Path select the conversion page in your campaign e Click Add to save and connect the KPI to the web page In Campaign Pages KPI click Add new KPI to add page based KPIs that measures the pages included in your campaign Proceed with the following settings a In Name type the name of the KPI Choose a meaningful name that will help you easily dis tinguish between a large amount of KPIs In Value type a value of how much one user action is worth
21. can use the fol lowing entities and values e Points e British Pounds e Euro e Dollars e Kr Swedish Danish or Norwegian Kronor How to Set a KPI Value for Measuring the Success of your Campaign Consider the following when you make settings e KPI value How much is the desired action worth for example form posting 100 points or 50 dol lars e Expected value How many actions is the goal for the campaign period 1 000 Expected value is 50 000 dollars or 100 000 points Example If your sales team can complete the sale with 10 percent of people who request to be contacted and your average transaction is 5 000 SEK Swedish Krona you can assign the Contact Me 500 SEK in this case 10 percent of 5 000 SEK On the other hand if only 1 percent of the alerts for a mailing list leads to a sale you only assign the Registration for the mailing list of 50 SEK EPiServer AB 24 User s Guide for EPiServer CMO 2 0 About Conversion Paths Start Overview LPO Settings Ca i lt 2 Campaign 0 settings Active Recently Ch Language English Date 10 25 2010 Modified All Current Report Settings Scheduled Save Cancel P Stop x Delete Refresh thumbnails Archive Details Pages Conversion Path Add New Conversion Path Conversion Path 0 2 Delete Products Alloy Track Alloy Mee
22. e this percentage is a ratio of the conversion rate of a combination of the original column it will often vary widely You are recommended to only focus on the observed improvement when a large amount of data has been collected and it can be considered more reliable Conversions Impressions Shows how many people who have taken the desired action and the number of people included in the test If EPiServer AB About the Landing Page Optimizer LPO 19 the result is 5000 12000 it means that 5 000 of total 12 000 visitors that have viewed the page have taken the desired action Exporting or Printing the LPO Test Results When the LPO test is running or finalized you have the following options e Export the test results to Microsoft Excel to continue working with the statistics e Print the test results See also Handling and Analyzing the Results of a Performed LPO Test Exporting Test Results Export the test results to Microsoft Excel as follows 1 Select the test you want to export 2 Click Export Select Open if you want to open the file directly in Microsoft Excel or Save to save the results in Micro soft Excel file format Printing Test Results Print the test results as follows 1 Select the test you want to print 2 Click Print The test result will open in a new window with a printer friendly layout EPiServer AB 20 User s Guide for EPiServer CMO 2 0 About Campaign Monitor CM Start CMS
23. ed in the left menu as follows e Recently Changed Campaigns that recently have been changed To the value for how long time changes are to be treated as new see Administering General Settings All Campaigns All campaigns that have been created within EPiServer CMO Here you will find cam paigns with status Active Finalized Not Started and Stopped Current Campaigns that are not finalized Here you will find campaigns with status Active and Stopped e Scheduled Campaigns that have been created but are scheduled to be performed in the future Here you will find campaigns with status Not started e Archive Campaigns that have been finalized Here you will find campaigns with status Finalized Add Change and Delete Under these listings you have the following options e Add a campaign click Add Campaign e Change a campaign click Edit e Delete a campaign click Delete EPiServer AB 22 User s Guide for EPiServer CMO 2 0 About Key Performance Indicators Key Performance Indicators KPIs are one of the fundamentals within Campaign Monitor and give you the possibility to define and measure different predefined actions on the web pages KPIs are converted into KPI values for example market value or points You can plan and budget for an estimated KPI value for the cam paign period and monitor the result in real time For example you can set KPI values on the following actions e Form postings e Page visit
24. eing called a campaign is that the results can be tested and measured Preferably the campaign can be adapted in real time to ensure that the desired return of investment is achieved Most marketers would also agree that testing and mon itoring Campaigns are often too complex and too hard to fit into their daily marketing workflow With EPiServer CMO you can easily measure and monitor online campaigns and optimize your landing pages Start Overview LPO Campaigns Settings Campaign 0 Stopped Date 10 1 2010 Modified By Delete 2 Refresh thumbnails Export Print Recently Changed rd All F Current 6 Report Settings Scheduled 0 Archive Archive 1 Overview KPI Conversion Path 100 0 Products 43 3 Alloy Plan 16 7 Alloy Track 5 8 Company Report Period 10 01 2009 10 01 2010 New visitors for the whole path Returning visitors for the whole path New returning visitors for the whole path Average time on path Show Details 100 0 Alloy Track 32 0 Products 3 3 Company _ _ 0 0 Alloy Meet New visitors for the whole path Returning visitors for the whole path New returning visitors for the whole path Average time on path Show Details 100 0 Products eqn 16 7 Company 0 0 Alloy Meet __ 00 Alloy Track New visitors for the whole path Returning visitors for the
25. elp features a context sensitive web help where the structure reflects the menu layout in the user interface How to Access the Help You can access the web help as follows From EPiServer OnlineCenter From the EPiServer OnlineCenter menu which is always visible at the top click the icon and select the system for which you want to view the help CMS Browse or search for the topic where you need guidance OnlineCenter CMO From Each View in the User Interface License Agreement About EPiServer From each view in the user interface with a help icon provided click the icon to get context sensitive help About the Help Contents The main purpose of this help is to suit the target group of marketers who will administer as well as monitor campaigns and tests on web pages This help covers the following parts e Administering settings for using EPiServer CMO e Setting up campaigns and tests e Handling the statistics of campaigns and tests Expected Knowledge As a reader of this help you are assumed to have good understanding of the following e standard Windows environment e Web editing in EPiServer CMS References The following parts are listed as references and will not be described in this help e Web editing how to use use EPiServer CMS and Live Monitor see EPiServer CMS Editor s Manual e Prerequisites before installing EPiServer CMO see System Requirements e Instructions about how to install EPiS
26. erformed at the same time for various purposes To access the overview of all LPO tests go to the LPO menu The LPO tests are listed in the left menu as fol lows e Recently Changed Tests that recently have been changed according to the value in General settings e All All tests that have been created within EPiServer CMO Here you will find tests with status Active Finalized Not Started and Stopped e Current Tests that are not finalized Here you will find tests with status Active and Stopped e Scheduled Tests that have been created but scheduled to be performed in the future Here you will find tests with status Not started e Archive Tests that have been finalized Here you will find tests with status Finalized Add Change and Delete Under these listings you have the following options e Add atest click Add Test e Change atest click Edit e Delete test click Delete EPiServer AB 14 User s Guide for EPiServer CMO 2 0 Adding an LPO Test Start Overview LPO Tests Recently Changed All Current Scheduled Archive CMS Campaigns Settings Test of X or Y users Active Language S English Date 10 4 2010 Modified By Administrator LPO Test saved successfully Save Cancel A Stop x Delete Test Details Test Name Test of X or Y users Test Owner Benny Andersson Start Date End Date 10 31 2010 Pages Used in the Test Select Language Original Page Page
27. erver CMO and configure Live Monitor see Installation Guide e How to set up tabs zones and gadgets in EPiServer OnlineCenter see EPiServer OnlineCenter User Guide e How to set up product campaigns in EPiServer Commerce for monitoring see EPiServer Commerce User s Manual EPiServer AB 8 User s Guide for EPiServer CMO 2 0 Access Rights in EPiServer CMO The roles in EPiServer CMO are based on the access rights groups in EPiServer CMS Users and admin istrators are dedicated access rights depending on their roles when working with EPiServer CMO For more information about the groups WedAdmins WebEditors refer to the EPiServer CMS Administrators Man ual The following roles are used in EPiServer CMO e CMO User e CMO Admin Briefly the CMO User has the same access rights as the CMO Admin except for adding changing and delet ing LPO tests Access Rights in LPO Tests User Actions CMO User WebEditors Add test Modify test settings Start test Stop test Finalize test Delete test View test report Yes Export Yes Refresh all thumbnails Access Rights in Campaign Monitor User Actions CMO User WebEditors Add campaign Yes Modify campaign settings Yes Start campaign Yes Stop campaign Yes Archive campaign Yes Delete campaign Yes View report Yes Export Yes Refresh all thumbnails Access settings page in Admin mode EPiServer CMS EPiServer AB CMO Admin WebAdmins
28. ervice login Type your user name to log in to EPiServer CMS thumbnail service e Thumbnail service password Type your password to log in to EPiServer CMS thumbnail service e Default page thumbnail path The default path used in EPiServer CMO for the thumbnail service is a setting defined from the installation It is possible to install the thumbnail service on a separate server If you want to use that service instead change the path from installation by typing the new path When you are done click Save Live Monitor Settings Start CMS Overview LPO Campaigns ee Live Monitor Settings General Data Aggregation Save Cancel Security Page Thumbnails Live Monitor options Track campaign pages only External Applications EPiServer AB Administering EPiServer CMO 41 Live Monitor in EPiServer CMO visualizes user activity in real time on web pages included in a campaign A JavaScript is injected on the pages you have selected which will update Live Monitor when a user is viewing a page Under Live Monitor options you can select one of the following settings e Do not track user activity Turns off Live Monitor from tracking user activity on the pages e Track campaign pages only Turns on Live Monitor to track user activity only on the campaign pages Set by default e Track the entire website Turns on Live Monitor to track user activity on all pages of the website Note that this will increa
29. est pro ceeds the gap between the colored indicators usually decreases EPiServer AB 18 User s Guide for EPiServer CMO 2 0 Example the statistics of the winning page indicates the following e 30 8 5 2 The test has now reached 30 8 percent and is expected to reach approximately 5 2 per cent more or less when the test period is over e Chance To Beat Original 100 0 There is no doubt that the winning page variation 2 will be more successful than the original page e Chance To Beat All 84 7 There is approximately 84 7 percent chance that the winning page will be more successful than the original page and variation 1 e Observed Improvement 207 7 The winning page has reached approximately improved 207 7 per cent better number of conversions than the original e Conversions Impressions 40 130 Variation 1 is the winning page as it has the highest number of conversions for example posted a product order form The number of impressions refers to the number of visitors to the page and the number of conversions refers to the number of visitors that reached the conversion page About How the Statistics are Calculated The statistics in an LPO test are calculated as follows Estimated Conversion Rate Range The gauges show data after a minimum of 10 impressions and 5 conversions and or with a minimum dif ference of 5 between impressions and conversions Each column works individually The range is a prob abil
30. ggregation Settings you can define the following settings e Run aggregation on service start Select whether you want to run aggregation when the service Starts e Data aggregation interval minutes Type the data aggregation interval in minutes e Number of users to process Type the number of users to process simultaneously when the aggre gation starts a value between 1 and 100000 If you change this value to process too many users at the same time it could slow down the performance of the aggregation so that the database will be out of memory e Maximum idle time in one visit minutes Type the maximum idle time in minutes for each user vis iting a page without doing anything e Minimal time between page views secs Type the minimum time in seconds between page views to treat as a returning user e Wait for completed aggregation secs Type the time in seconds to wait until the aggregation is com plete when stopping the service When you are done click Save security Settings Start CMS Overview LPO Campaigns Settings General Security Settings Data Aggregation 23 Live Monitor CMO user role groups WebEditors External Applications Page Thumbnails CMO administrator role groups WebAdmins Administrators The user roles used in EPiServer CMO are based on the user groups in EPiServer CMS see Access Rights Under Security Settings yo
31. give you the possibility to define and measure different prede fined actions on the web pages KPI entity The KPI entity is an extension used with KPI values KPI value KPIs of the desired actions are converted into KPI values in market value or points L landing pages The original web page or any of the unpublished variation pages on which the visitor first reaches in an LPO test O Original page The published version of a web page that is used in an LPO test P Page Views Page Views is used to measure a general page visit T target page The page that defines the end goal of a conversion path V variation page A variation of the original page in either format or layout The variation page must offer the same action as the original page visitor A user who visits a website EPiServer AB
32. hs for each campaign as follows EPiServer AB About Campaign Monitor 29 1 Click the Conversion Path tab gt Add New Conversion Path 2 In Conversion Path Name type the name of the conversion path Choose a meaningful name that will help you easily distinguish between a large amount of conversion paths 3 Select 2 4 pages in your campaign by using the arrows You can also change the sort order by using the arrows 4 Click Create 5 Click Save to save and activate the campaign Note that when you have activated your campaign the conversion path pages and their sort order cannot be changed Changing a Campaign To change a campaign select the campaign under Campaign gt Settings You can only change existing cam paigns with the status Active In an ongoing campaign you can change the following information e Name e End date prolonging the campaign e Campaign Owner e Description You can also add and remove campaign pages Changing KPI Settings In an ongoing campaign you can change the following information e KPI Entity e Add KPI for a web page by clicking Adding new KPI e Delete KPI for a web page by clicking the Delete icon Changing Conversion Path On the Conversion Path tab you can add a new conversion path by clicking Add New Conversion Path In an ongoing campaign you can change the following information e Add new conversion path e Delete conversion path You cannot change an exi
33. in the campaign Use full stop as separator if you want to use a value with decimals In Expected Value type an expected value for all user actions during the campaign period The expected value must be greater than in Value Use full stop as separator if you want to use a value with decimals In KPI Type select one of the following and enter information e Page Views will count the number of visits to the selected web pages in the campaign e HTTP Referrers gt Referrer URL type the URL for the referrer for example the search results on a keyword using a search engine e Form gt Form select the form to be added to the KPI Form name will be pop ulated by existing forms on the website If you select Enter manually type the form name manually for example a form that you have not created yet e Download gt File URL type the URL for your download page for example a report or a file Click Add to save and connect the KPI to the web page Saving the Campaign or Adding Conversion Paths When you have added KPIs in your campaign you have the following options e Ifyou are only going to use KPI settings for this specific campaign click Save to save and activate the campaign e lf you wantto add conversion paths to the campaign click the Conversion Path tab Step 3 Conversion Paths This step is optional For more information about conversion paths see About Conversion Paths Add one or several conversion pat
34. ity calculation based on the number of conversions impressions showing the most likely result for each variation compared with the original The span of the range fields depends on the number of con versions impressions and will become more precise as the number of conversions and impressions increases during the test Chance to Beat Original The chance to beat original shows the probability that the conversion rate of a combination will be more suc cessful than the original Here a combination s performance is only measured against the original ignoring all other combinations Among combinations where this probability is high are good candidates to replace the original Chance to Beat All The chance to beat all shows the probability that a combination will be more successful than all the other combinations running in the experiment This number will tend to be lower than the corresponding number in the chance to beat original column because the given combination is competing with all the other com binations and not just the original combination When numbers in this column are high perhaps around 95 percent this means that a given combination is probably a good candidate to replace your original content Low numbers in this column mean that the corresponding combination is a poor candidate for replacement Observed Improvements Observed improvement displays the improvement in percentage over the original combination Becaus
35. ix pages that are most common to exit to Visitors Leaving the Path To On all levels you can see the number of visitors exiting the level to other external and internal pages The right column also includes a list of the six pages that are most common to exit to To export and print the report see Exporting or Printing Campaign Results EPiServer AB About Campaign Monitor 35 Following a Campaign by Using Gadgets EPISERVER Administrator Q CMO Live Monitor Test A Active Summary All KPIs Test A Active Page All KPI All KPI Type All 60 All KPI Achieved Value 4 00 Points All KPI Estimated Value 10 00 Points In EPiServer CMO you can set up the following gadgets to follow a specific online campaign in real time e CMO KPI Summary e CMO Live Monitor To set up gadgets for EPiServer CMO click Start in EPiServer OnlineCenter If you want to change which campaign to follow click the arrow on the gadget and select Edit Setting CMO KPI Summary Gadget CMO KPI Summary The CMO KPI Summary gadget show KPI results from a specific campaign Some KPIs are general for the entire campaign and the others are based on pages see Key Performance Indicators and Adding a Cam paign You can use this gadget in EPiServer OnlineCenter but also in your iPhone or iPad see EPiServer Mobile Center Set up CMO KPI Summary as follows EPiServer AB 36
36. lect the winner that version of the page will change automatically to Published Version in EPiS erver CMS and the other versions that were included in the test will not be shown to the visitors However you can find all the different versions in the version list in Edit mode The test will also change status to Finalized and will be moved to Archive Note that when you select a web page as a winner this action cannot be undone It also means that you cannot make any more changes in the LPO test and the test cannot be restarted EPiServer AB About the Landing Page Optimizer LPO 17 selecting the Winner after the End Date Has Expired Select the winner of the LPO test as follows 1 Click Set as Winner under the thumbnail of the web page you wantto be the winner of the LPO test The web page status will be changed to Test Winner Stopping the LPO Test Manually and Selecting Winner Finalize the LPO test manually and select winner as follows 1 Click Stop to stop the test 2 Click Set as Winner under the thumbnail of the web page you want to be the winner of the LPO test The web page status will be changed to Test Winner After you have selected the winner you can export or print the results see Exporting or Printing an LPO Test For more information about how to handle the results see Handling and Analyzing the Result of a Performed LPO Test Handling and Analyzing the Results of a Performed LPO Test Start CMS
37. mmediately You can either restart the test or select a winner see Final izing an LPO Test e Change the settings for the LPO test and click Save You can change the following settings e e date e Percentage of visitors included in the test e Click Start on a test that has been stopped By clicking Start again you can restart the test and the test data will be restored When the original page and its variations has been included in an LPO test do not change or remove them in Edit mode during the test If you do it cannot be undone The test will break and you will need to start over with the test Deleting an LPO test Start CMS Overview Campaigns Settings eT All LPO Tests Recently Changed Add Test Current Scheduled Name Language Date Owner Modified By Status i Delete Basic test ES English 10 01 2010 Denis Administrator Active Archive Delete an existing LPO test as follows 1 Go to LPO gt All and select the test you want to delete 2 Click Delete The test will immediately be deleted No test data will be restored EPiServer AB 16 User s Guide for EPiServer CMO 2 0 When the original page and its variations has been included in an LPO test do not change or remove them in Edit mode during the test If you do it cannot be undone The test will break and you will need to start over with the test Finalizing an LPO Test Sta
38. n 2 In Report Period you can change campaign period by selecting start date or end date from the cal endar In Period Scale you can select how you want to view the statistic chart for page views on a daily or hourly basis To export and print the report see Exporting or Printing Campaign Results How to Read the General Statistics View the report as follows EPiServer AB 32 User s Guide for EPiServer CMO 2 0 Page Views The number of page views is generated by every event when a user opens the web page Average Page Views Per Visitor The average number of pages each user has viewed Average Time on Page The average time in hours minutes and seconds each user spent on this spe cific page New Visitors A user who will be treated as new when opening each page of the campaign for the first time Returning Visitors A user who has visited the same page more than once during the campaign New Returning Visitors New and returning visitors compared in percent Unique Visitors The number of visitors with unique IP addresses A returning user will be treated as one visitor Detailed KPI Report Start CMS Overview LPO Settings All Current Scheduled Archive Campaigns Overview General Statistics KPI Conversion Path Recently Changed All Campaign Pages Campaign KFIs Alloy Meet Alloy Plan Alloy Track lt 28 il Report Period 10 01
39. r to proceed to a desired action You can have one or several numbers of pages between the landing pages and the conversion page A conversion page can only be used in one active LPO test In Percentage type a percentage value of how much of the traffic you want to be included in the test If you type 80 only 80 percent of your visitors will be included in the test 20 percent of the visitors will EPiServer AB About the Landing Page Optimizer LPO 15 not be included in the test and will always see the original page The more traffic that is included in the test the faster the test will run A high percentage is important if you will have a short test period 10 Click Save to save the test The test will appear under Current if it had a scheduled start date today or under Scheduled if the start date was scheduled for the future You can edit all LPO settings until the test has been started Note that LPO tests can only be created by CMO Admin see Access Rights For more information about original page variation page and conversion page see About the Landing Page Optimizer To edit and stop an ongoing LPO test see Changing an LPO Test Changing an Existing LPO Test You can change an existing LPO test that has the status Active For example a test that was stopped man ually can be restarted or a test that has expired can be prolonged You can change an LPO test as follows e Click Stop The test will stop i
40. riod to give meaningful results LPO calculates the effectiveness of each page to meet the goal in different test results The goal of LPO is to find the best page that leads to more people taking the desired action to reach the conversion page After the test has been completed and a winner has been selected the winning page will be published for all vis itors and the other variations of the page disabled Testing Web Pages Created in EPiServer CMS As EPiServer CMO is a module to EPiServer CMS all of the pages involved in the LPO testing must first be created in EPiServer CMS Edit mode Recommendations for Usage An LPO test is not intended to last for longer periods of time Keep the test period as short as possible from a few days to a maximum of four weeks depending on the application You can also finalize the test earlier by selecting a winner as soon as test results have been presented and the probable winner can be appointed Consider the following when you start an LPO test e Use an original page two variations of the original page and a conversion page in an LPO test e Ensure thatthe original page is the version that has status Published Version in EPiServer CMS e Ensure thatthe variations offer the same action as the original page The variations can contain dif ferent text content and layout than the original page The variations can have status Not Ready Checked Out or Ready to Publish Checked In in EPiSe
41. rsion path for example how many visitors have passed the whole path how many of those are new and returning visitors The funnel visualizes the number of visitors that has reached the different levels of the path The blue level is the first level and the red is the last level There can be up to four different levels depending on how the con version path is defined for the campaign The height of each level depends on the conversion rate Show Details Click Show Details to see how the visitors have been entering passing and exiting the conversion path View the report as follows Visitors Entering the Path From On the first level you can see the number of visitors entering the conversion path and from where they came You can then easily follow the visitors behavior between the different levels by following the arrows that show the direction of the visitors path and you will also see how many have been using the path Visitors Re entering the Path From On the lower levels of the conversion path you can see information about visitors that enter the path from other internal pages This means that a number of visitors could have been navigating to other pages on the website that are not included in the conversion path but then returned to the path and continued the path from there The visitor will not be included in the continued conversion path if the visitor enters the path on the wrong level The right column includes a list of the s
42. rt CMS Overview Campaigns Settings LPO bi 5a Test ABC Stopped R Ch d Cae Language 25 English Date 10 29 2010 Modified By Administrator All Current Report Scheduled Start Delete Refresh thumbnails B Export Sa Print Archive Estimated Conversion Rate Range 1 Original World Wildlife Fund Chooses Alloy to Save Polar Bears 30 0 a e s de Chance To Beat Original Chance To Beat All 0 0 Observed Improvement Conversions Impressions 30 100 Set as winner Variation 1 V1 World Wildlife Fund Chooses Alloy to Save Polar Bears 66 7 3 4 Chance To Beat Original 100 0 Chance To Beat All 100 0 Observed Improvement 122 2 Conversions Impressions 200 300 Set as Variation 2 V2 World Wildlife Fund Chooses Alloy to Save Polar Bears 24 8 2 8 Chance To Beat Original 14 9 Chance To Beat All 0 0 Observed Improvement 17 5 Conversions Impressions 99 400 Set as winner When the test period for the LPO test is over you need to decide if the original page or one of the variations is the winner You have the following options e Select the winner after the end date has expired e Stop the test manually and select a winner this is useful if the test has given an adequate test result over a shorter period of time than scheduled To follow the progress of the test and select the winner go to LPO gt Report tab When you se
43. rver CMS e Use the conversion page to be shown when the visitor has carried out the desired action Ensure that the conversion page is not visible in the navigation menu of your website Only users included in the test are supposed to reach it from any of the landing pages EPiServer AB 12 User s Guide for EPiServer CMO 2 0 How LPO Test Is Shown in EPiServer CMS When a page is included in an active LPO test the tab Used by CMO will appear in Edit mode for that page V1 World Wildlife Fund Chooses Alloy to Save Polar Bears Page view amp English Page type Public News item Status Previously published Compare with Preview Versions Used by cmo worksiow Publish Tech 0190 6 12 Log out RSS Feeds Start Products Company Contact Us News and Events How to buy Search here SEARC Start News and Events News 1 World Wildlife Fund Chooses Alloy to Save Polar Bears 1 V1 World Wildlife Fund Chooses Author News Alloy to Save Polar Bears so nessa 3 11 2010 Events 2 Alloy products Lead to Higher Success Rate of RSS Feeds Complex Project to Save Endangered Species Subscription p Huntsville AL February 8 2010 Alloy Technologies the leader in collaborative and holographic project management today announced that the World Wildlife Fund has used Alloy Technologies to improve the success rate of complex five nation resuce efforts
44. rver CMS all of the pages involved in the campaign monitor must first be created in the corresponding EPiServer CMS website The campaign monitor collects statistics from selected EPiServer CMS pages that have been included in the campaign If you have a website and want to monitor web pages in different languages create one campaign for each language version to use the statistics for comparison EPiServer AB About Campaign Monitor 21 Recommendations for Usage The campaign monitor is not intended to replace a web statistics tool where all your pages will be included in a campaign and the campaign period is very long Our recommendation is that a campaign includes up to approximately 50 pages and that the period of an active campaign is up to two months Overview of All Campaigns Start Overview LPO Settings Campaigns Recently Changed Campaigns All 4 ip Add Campaign Current 3 0 1 Name Language Date Modified By Status Edit Scheduled Campaign 0 English 10 01 2010 Stopped Archive 9 P Campaign 1 English 10 01 2010 Stopped g Campaign 2 ES English 10 05 2010 Administrator Archived D Online campaign Oct 2010 All languages 10 05 2010 Benny Andersson Administrator Active 2 In EPiServer CMO several campaigns can be performed at the same time for various purposes To access the overview of all campaigns go to the Campaigns menu The campaigns are list
45. s e Download of files e Incoming traffic to a page from a specific URL to track users from specific websites e Clicks on banner ads A web page can have more than one KPI defined Focus on some kind of action you want the user to perform on the target page during the cam paign If you want the user to sign up to a conference form posting can be used as KPI KPI Types When you define a campaign you can use the following KPI types depending on the action you want to measure Page Views The Page Views KPI is based on pages the campaign It is used to measure a general page visit and can also be used when the page is shown only when users perform an action on the website for example a Thank You page after posting a web form or a confirmation page after placing an order HTTP Referrers The HTTP Referrers KPI is based on pages the campaign It is used to measure traffic from a predefined URL or domain Depending on how the referrer is defined the behavior and the count of KPI will be different The given URL can contain protocol http https domain name port number localhost 17000 path page name and query parameters See the following examples e Example 1 google com KPI will be calculated for all incoming traffic from the sub domains and pos sibly from paths before and after the specified domain name listed e Example 2 google com advertisements KPI will be calculated for all incoming traffic from su
46. se the number of requests to the server When you are done click Save External Applications Settings for Generic KPI Start CMS Overview LPO Campaigns External Applications General Data Aggregation H Save Cancel Security f Page Thumbnails dh Add Live Monitor External Applications Application Name Application Key Is Used Edit Delete Web shop new user 003 Web shop 002 P 196 Under External Applications Settings you can set up a list of application keys used as IDs to integrate EPiS erver CMO Generic KPI settings with external applications or any data source To add a new application key click Add You can do the following settings e Key Name Type the name of the application for example EPiServer Commerce or Hello World When adding or changing a campaign the key name can be selected as a generic KPI in the drop down list under Campaign gt Settings gt General Campaign KPI e Key Value Type a string value of the application key which will be used by the external application when sending data The string can be free text or GUID When you are done click Save To change a key name in the list click Edit Save your changes To delete an application key from the list click Delete See also About Key Performance Indicators and Adding a Campaign EPiServer AB 42 User s Guide for EPiServer CMO 2 0 Glossary C Conversion KPI A
47. sting conversion path in an ongoing campaign Remember that your changes to an ongoing campaign can affect the result of the campaign as new parameters are added or removed Deleting a Campaign Delete an existing campaign as follows 1 Go to Campaigns gt All and select the campaign you want to delete 2 Click Delete The campaign will immediately be deleted No test data will be restored EPiServer AB 30 User s Guide for EPiServer CMO 2 0 About the Campaign Report Tab All Current Scheduled Start CMS Overview LPO Settings Campaigns Browser stat Active Recently Changed Language languages Date 10 6 2010 Modified By Administrator Settings Stop x Delete Refresh thumbnails 3 Export Sa Print Archive Overview 4 Report Period 10 06 2010 10 06 2010 Campaign 4 Campaign Owner D Description Start Date 10 06 2010 12123 End Date 10 31 2010 Visits and Page Views Visits 3 Page Views 19 Page Views Per Visit 6 3 Average Page Views Per Visitor 6 3 Average Time On Campaign 00 16 01 New Visitors 3 Returning Visitors 0 New returning Visitors 100 0 Unique Visitors 3 Period Scale Views Visitors 0 eoe o o oe gt Hour SF SP FP gt Fs I SS TS Referrer Browsers Statistics IE 7 33 3 IE 8 66 7 To create
48. t Conversion Path 1 2 Delete n can m cet meee Company Alloy Plan Alloy Meet Products Conversion Path 2 Rename x Delete Alloy Plan Company Alloy Track Products Conversion paths is used to monitor the conversion rates between predefined web pages in your campaign A conversion path measures how many visitors navigate from the landing pages to the target page and by analyzing that you can gain a deeper understanding of their behavior to optimize the website and achieve better results The conversion paths will show the following e How many visitors that have actually reached the target page e Where and how many ofthe visitors have exited the path and not reached the target page e Where how many of the visitors have re entered the path How Many Visitors Reached the Target Page You can assign any page as a target page on the website for example a specific article or a news page Based on this information you can choose to make the page clearer and more efficient to quickly lead the vis to the target page where they can buy an article and put it a shopping cart etc You can have more than one path per campaign EPiServer AB About Campaign Monitor 25 About Live Monitor v Campaigns Online campaign Oct 2010 Active Language Alllanguages Date 10 5 2010 Modified By 6 Report Settings Li
49. tly Changed 6 Language Alllanguages Date 10 6 2010 Modified By Administrator All 6 Current 5 Scheduled 0 sack E Delete Refresh thumbnails Export Print Archive 1 Overview 4 Report Period 10 06 2010 10 06 2010 Campaign 4 Campaign Owner D Description Start Date 10 06 2010 12123 End Date 10 31 2010 Visits and Page Views Visits 3 Page Views 19 Page Views Per Visit 6 3 Average Page Views Per Visitor 6 3 Average Time On Campaign 00 16 01 New Visitors 3 Returning Visitors 0 New returning Visitors 100 0 Unique Visitors 3 Period Scale Page Views Visitors amp 2 amp s gt a b 2 gt gt 4 2 gt 2 gt gt gt gt a gt gt 2 2 a Hour gt 5 gt gt gt oS Pe e SE x gt 3 ay FE lt i K v Referrer Browsers Statistics IE 7 33 3 IE 8 66 7 The General Statistics report displays more detailed information about the separate pages that are included in the campaign The report shows statistics for how many page views of a specific page how many new vis itors how many returning visitors etc You can view all statistical parameters in a specified time span in the campaign scope Statistical parameters are calculated per page per campaign and per conversion path Proceed to view the report as follows 1 Click the page for which you want to view the statistics The page will be highlighted after selectio
50. u can define settings for the following roles EPiServer AB 40 User s Guide for EPiServer CMO 2 0 e CMO administrator role groups Type one or several groups used in EPiServer CMS that will have an administrator role in EPiServer CMO for example WebAdmins Use a comma as separator e CMO user role groups Type one or several groups used in EPiServer CMS that will have a user role in EPiServer CMO for example WebAdmins Use a comma as separator When you are done click Save Page Thumbnails Settings Start CMS Overview LPO Campaigns veo Page Thumbnails Settings General Data Aggregation Save Cancel Security f pae monas Thumbnail service URL http epvmkievdemo 8731 IECaptWCF L Live Monitor Authenticate thumbnail service 7 External Applications k Thumbnail service login administrator Thumbnail service password Default page thumbnail path Styles Resources snapshot png Thumbnails are used to visualize the pages included in campaigns and landing pages in LPO tests Under Page Thumbnails Settings you can define the following settings e Thumbnail service URL Type the URL of the thumbnail service This will generate the requested page thumbnails e Authenticate thumbnail service Select whether you want to authenticate the thumbnail service to the EPiServer CMS website Note that the credentials are required to build the thumbnails e Thumbnail s
51. ucts New returning visitors for the whole path 73 27 Average time path 00 00 14 43 3 Alloy Plan 16 7 Alloy Track 5 8 Company Show Details New visitors for the whole path 89 Returning visitors for the whole 33 100 0 Alloy Track New returning visitors for the whole path 73 27 Average time on path 00 00 10 T 7 32 0 Products 3 3 Company 0 0 Alloy Meet Show Details 2 New visitors for the whole path 88 Returning visitors for the whole path 32 100 0 Products New returning visitors for the whole path 73 27 Average time on path 00 00 21 eon 16 7 Company 0 0 Alloy Meet 0 0 Alloy Track Show Details The Conversion Path report provides detailed information about the result of the defined conversion paths that have been set for specific pages set in the campaign You will see general statistics about how many of the visitors are new to the whole path how many visitors that are returning and the average time spent on the path Changing Period for the Report Change the period of the report by selecting Report Period for the statistics Enter the startand end date on which you want to base the report All the defined KPIs for the specific page will be shown EPiServer AB 34 User s Guide for EPiServer CMO 2 0 How to Read the Conversion Paths Statistics Overview The first part of the report shows general statistics about the result of the conve
52. ve Monitor in EPiServer CMO visualizes user activity in real time on web pages included in a campaign To follow the visitors live as they move between the pages included in the campaign go to Campaign gt Live Monitor When you open Live Monitor the circles visualize the pages that are included in the campaign Double click the circles to expand them To see the visitors paths through the campaign pages and how many use the Highway buttons To view statistics of visitors who have left the pages during the recent minutes click History About the Campaign Settings Tab To create a statistics report for a campaign go to the Settings menu which contains the following tabs e Details Pages contains the information about the campaign such as start date and end date and which pages are included e KPI Settings give you the possibility to define and measure different predefined actions on the web pages in market value or points KPI values can be set on actions like downloads of files web form postings web page visits incoming traffic to a page from a specific URL to track users from specific websites banner ads and more Refer to About Key Performance Indicators e Conversion Path monitors the users conversion rates between predefined web pages You can use the conversion path function to reach a deeper understanding of your web visitors behavior to opti mize the website and achieve better results Refer to About Conversion
53. whole path New returning visitors for the whole path Average time on path Show Details About the Tools in EPiServer CMO You can use the following tools in EPiServer CMO e Landing Page Optimizer e Campaign Monitor CM LPO EPiServer AB 88 32 73 27 00 00 14 89 33 73 27 00 00 10 88 32 73 27 00 00 21 6 User s Guide for EPiServer CMO 2 0 Note that LPO and CM are separate tools in EPiServer CMO If you use one of these tools it does not affect the other What Is New in EPiServer CMO 2 0 EPiServer CMO 2 0 has been integrated with EPiServer CMS 6 0 and EPiServer OnlineCenter to answer the needs of the market by following up the visitors behavior with aggregated data and statistics EPiServer CMO has a new look and feel in the user interface and has the following new features e Gadgets In EPiServer OnlineCenter dashboard you can add gadgets that aggregate the following site information e KPI Summary A gadget to view a summary of KPIs for a whole campaign or a single page Also supported by iPhone iPad app e Live Monitor A gadget to view visitors paths a campaign e Campaign You can add an owner to your campaigns e KPI entities Now you can measure the following KPIs e Downloads KPI e Generic KPI e Conversion KPI e Support of complex hosting scenarios EPiServer AB About EPiServer CMO Web Help 7 About EPiServer CMO Web Help EPiServer CMO web h
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