Trevor Claiborne Avvo 2010
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  • 1. + Google Analytics & Website Optimizer Trevor Claiborne Product Marketing Manager Google Analytics & Website Optimizer @tclaiborne January and nd, 2010 Presented Google Confidential22Proprietary 1
  • 2. Powerful. Flexible. Intelligent An Overview of Google Analytics’ New Features Google Confidential and Proprietary 2
  • 3. What is Analytics? Google Confidential and Proprietary 3
  • 4. Advanced Segmentation Google Confidential and Proprietary 4
  • 5. Custom Reporting Google Confidential and Proprietary 5
  • 6. Agenda 1 Powerful • Engagement goals … and more of them! • Advanced Data Analysis Flexible 2 • Multiple Custom Variables • Sharing Segments and Custom Reports Intelligent 3 • Analytics Intelligence • Custom Alerts • Annotations Google Confidential and Proprietary
  • 7. Q: I don’t see feature X in my profile or account This is a phased roll-out of new features Google Confidential and Proprietary 7
  • 8. Powerful • Engagement goals … and more of them! • Advanced Data Analysis Google Confidential and Proprietary 8
  • 9. Engagement Goals… and more of them Google Confidential and Proprietary 9
  • 10. Goals 4 20 Google Confidential and Proprietary 10
  • 11. Engagement Goals • Before: Could only track pageview goals – goals that relied on a visitor landing on a specific page • Today: Track non-pageview goals Google Confidential and Proprietary 11
  • 12. Advanced Data Analysis Google Confidential and Proprietary 12
  • 13. Advanced Table Filters Ordering by Average Value Not statistically significant Google Confidential and Proprietary 13
  • 14. Filter By Visible Dimensions and Metrics Google Confidential and Proprietary 14
  • 15. Setting the Filter Rules Google Confidential and Proprietary 15
  • 16. View Filtered Results Google Confidential and Proprietary 16
  • 17. Secondary Dimensions Google Confidential and Proprietary 17
  • 18. Pivoting Google Confidential and Proprietary 18
  • 19. Flexible • Multiple Custom Variables • Managing & Sharing Segments and Custom Reports Google Confidential and Proprietary 19
  • 20. Multiple Custom Variables Google Confidential and Proprietary 20
  • 21. Better Insights with Custom Variables Registered Member Premium Subscriber Returning Customer Placed item in cart Added friend to network Logged out of account Visited Specials page Visited the blog Went to the Help Center Google Confidential and Proprietary 21
  • 22. Managing & Sharing Segments and Custom Reports Google Confidential and Proprietary 22
  • 23. Manage & Share Custom Segments Google Confidential and Proprietary 23
  • 24. Preview, Customize, and Save Google Confidential and Proprietary 24
  • 25. Sharing Completed Google Confidential and Proprietary 25
  • 26. Do the Same with Custom Reports Google Confidential and Proprietary 26
  • 27. Intelligent • Analytics Intelligence • Custom Alerts • Annotations Google Confidential and Proprietary 27
  • 28. Analytics Intelligence Google Confidential and Proprietary 28
  • 29. Data Overload? Google Confidential and Proprietary 29
  • 30. Analytics Intelligence Google Confidential and Proprietary 30
  • 31. Daily Intelligence Alerts Google Confidential and Proprietary 31
  • 32. Weekly Intelligence Alerts Google Confidential and Proprietary 32
  • 33. Monthly Intelligence Alerts Google Confidential and Proprietary 33
  • 34. Adjust Sensitivity and Create Segments Manage the sensitivity of the changes Google Confidential and Proprietary 34
  • 35. Custom Alerts Google Confidential and Proprietary 35
  • 36. Create Custom Alerts Google Confidential and Proprietary 36
  • 37. Create and Save the Alert Google Confidential and Proprietary 37
  • 38. Annotations Google Confidential and Proprietary 38
  • 39. Annotations Google Confidential and Proprietary 39
  • 40. Annotations Google Confidential and Proprietary 40
  • 41. Annotations Google Confidential and Proprietary 41
  • 42. Recap Google Confidential and Proprietary 42
  • 43. Google Analytics New Features 1 Powerful • Engagement goals … and more of them! • Expanded Mobile Reporting • Advanced Data Analysis 2 Flexible • Multiple Custom Variables • Sharing Segments and Custom Reports 3 Intelligent • Analytics Intelligence • Custom Alerts • Annotations Google Confidential and Proprietary
  • 44. Resources • Google Analytics Blog http://analytics.blogspot.com • Google Analytics Help Center http://www.google.com/support/analytics/ • Google Analytics Developer Docs: http://code.google.com/apis/analytics/docs/ • Google Analytics Individual Qualification: http://www.google.com/support/conversionuniversity/?hl=en • Google Analytics Authorized Consultants http://www.google.com/analytics/partners.html Google Confidential and Proprietary 44
  • 45. Google Website Optimizer Why you need to be testing Google Confidential and Proprietary 45
  • 46. Google Confidential and Proprietary 46 xkcd.com
  • 47. What is website testing? Website testing is the process of showing different variations of your site to your visitors, and measuring performance to find content that performs better. Google Confidential and Proprietary 47
  • 48. Like direct mail 33% 33% 33% Google Confidential and Proprietary 48
  • 49. So what is Website Optimizer? Website Optimizer does two things: • Shows different variations of site content to visitors • Measures and reports on the performance of those variations Google Confidential and Proprietary 49
  • 50. How many of you are testing now? Google Confidential and Proprietary 50
  • 51. Google Confidential and Proprietary 51
  • 52. Google Confidential and Proprietary 52
  • 53. Google Confidential and Proprietary 53
  • 54. Google Confidential and Proprietary 54
  • 55. Original Google Confidential and Proprietary 55
  • 56. Combo 1 Google Confidential and Proprietary 56
  • 57. Combo 2 Google Confidential and Proprietary 57
  • 58. Combo 3 Google Confidential and Proprietary 58
  • 59. So which one was the winner? Google Confidential and Proprietary 59
  • 60. All of ‘em Google Confidential and Proprietary 60
  • 61. Combo 3 Google Confidential and Proprietary 61
  • 62. Best practices for testing Google Confidential and Proprietary 62
  • 63. Pick a good test page • Does the page have a clear goal? • Does it have substantial traffic? • Can you change the page? Google Confidential and Proprietary 63
  • 64. Make a few BIG changes • You have less than 5 seconds to make an impact • If you can’t see the difference in a few seconds, neither will visitors • Make big changes first, fine tune later Google Confidential and Proprietary 64
  • 65. Google Confidential and Proprietary 65 xkcd.com
  • 66. Remember: It’s an experiment • It’s worth testing any idea • Iterate, iterate, iterate • Be methodical in your approaches Google Confidential and Proprietary 66
  • 67. Let’s talk about the HiPPO H ighest i P aid P erson’s O pinion Google Confidential and Proprietary 67
  • 68. More resources www.google.com/WebsiteOptimizer • Best practices and case studies • Website Optimizer Authorized Consultants • Blog – websiteoptimizer.blogspot.com • Forums Google Confidential and Proprietary 68
  • 69. The Techie Guide Download it at: google.com/websiteoptimizer/techieguide Google Confidential and Proprietary 69
  • 70. Thank you! Trevor Claiborne tclaiborne@google.com @tclaiborne Google Confidential and Proprietary 70