+

Google Analytics & Website Optimizer




Trevor Claiborne
Product Marketing Manager
Google Analytics & Website Optimize...
Powerful. Flexible. Intelligent
An Overview of Google Analytics’ New Features




                                       G...
What is Analytics?




                     Google Confidential and Proprietary   3
Advanced Segmentation




                        Google Confidential and Proprietary   4
Custom Reporting




                   Google Confidential and Proprietary   5
Agenda
1   Powerful
    • Engagement goals … and more of them!
    • Advanced Data Analysis

    Flexible
2   • Multiple C...
Q: I don’t see feature X in my profile or account




        This is a phased roll-out of new features



               ...
Powerful
•   Engagement goals … and more of them!
•   Advanced Data Analysis




                                      Goo...
Engagement Goals…
and more of them



             Google Confidential and Proprietary   9
Goals


        4   20



                 Google Confidential and Proprietary   10
Engagement Goals

• Before: Could only track pageview goals – goals that relied on
  a visitor landing on a specific page
...
Advanced Data Analysis



               Google Confidential and Proprietary   12
Advanced Table Filters

                                        Ordering by
                                         Avera...
Filter By Visible Dimensions and Metrics




                                     Google Confidential and Proprietary   14
Setting the Filter Rules




                           Google Confidential and Proprietary   15
View Filtered Results




                        Google Confidential and Proprietary   16
Secondary Dimensions




                       Google Confidential and Proprietary   17
Pivoting




           Google Confidential and Proprietary   18
Flexible
•   Multiple Custom Variables
•   Managing & Sharing Segments and Custom Reports




                            ...
Multiple Custom Variables




                  Google Confidential and Proprietary   20
Better Insights with Custom Variables

                                            Registered Member
                     ...
Managing & Sharing Segments
         and Custom Reports


                    Google Confidential and Proprietary   22
Manage & Share Custom Segments




                                 Google Confidential and Proprietary   23
Preview, Customize, and Save




                               Google Confidential and Proprietary   24
Sharing Completed




                    Google Confidential and Proprietary   25
Do the Same with Custom Reports




                                  Google Confidential and Proprietary   26
Intelligent
•   Analytics Intelligence
•   Custom Alerts
•   Annotations




                             Google Confident...
Analytics Intelligence



               Google Confidential and Proprietary   28
Data Overload?




                 Google Confidential and Proprietary   29
Analytics Intelligence




                         Google Confidential and Proprietary   30
Daily Intelligence Alerts




                            Google Confidential and Proprietary   31
Weekly Intelligence Alerts




                             Google Confidential and Proprietary   32
Monthly Intelligence Alerts




                              Google Confidential and Proprietary   33
Adjust Sensitivity and Create Segments


             Manage the sensitivity of the changes




                          ...
Custom Alerts



        Google Confidential and Proprietary   35
Create Custom Alerts




                       Google Confidential and Proprietary   36
Create and Save the Alert




                            Google Confidential and Proprietary   37
Annotations



      Google Confidential and Proprietary   38
Annotations




              Google Confidential and Proprietary   39
Annotations




              Google Confidential and Proprietary   40
Annotations




              Google Confidential and Proprietary   41
Recap



Google Confidential and Proprietary   42
Google Analytics New Features


1   Powerful
    • Engagement goals … and more of them!
    • Expanded Mobile Reporting
  ...
Resources
   •   Google Analytics Blog
       http://analytics.blogspot.com

   •   Google Analytics Help Center
       ht...
Google Website Optimizer
Why you need to be testing




                             Google Confidential and Proprietary
 ...
Google Confidential and Proprietary   46
xkcd.com
What is website testing?




Website testing is the process of showing
different variations of your site to your
visitors,...
Like direct mail

                   33%



33%
                                      33%

                     Google Con...
So what is Website Optimizer?



Website Optimizer does two things:

• Shows different variations of site content
  to vis...
How many of you are testing now?




                               Google Confidential and Proprietary   50
Google Confidential and Proprietary   51
Google Confidential and Proprietary   52
Google Confidential and Proprietary   53
Google Confidential and Proprietary   54
Original




           Google Confidential and Proprietary   55
Combo 1




          Google Confidential and Proprietary   56
Combo 2




          Google Confidential and Proprietary   57
Combo 3




          Google Confidential and Proprietary   58
So which one was the winner?




                               Google Confidential and Proprietary   59
All of ‘em




             Google Confidential and Proprietary   60
Combo 3




          Google Confidential and Proprietary   61
Best practices for testing




                             Google Confidential and Proprietary
                          ...
Pick a good test page

• Does the page have a clear goal?

• Does it have substantial traffic?

• Can you change the page?...
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
  s...
Google Confidential and Proprietary   65
xkcd.com
Remember: It’s an experiment

• It’s worth testing any idea

• Iterate, iterate, iterate

• Be methodical in your approach...
Let’s talk about the HiPPO


H    ighest


i
P    aid


P    erson’s


O    pinion
                             Google Con...
More resources

www.google.com/WebsiteOptimizer
• Best practices and case studies
• Website Optimizer Authorized Consultan...
The Techie Guide




              Download it at:
  google.com/websiteoptimizer/techieguide
                             ...
Thank you!

Trevor Claiborne
tclaiborne@google.com
@tclaiborne

                            Google Confidential and Propri...
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Trevor Claiborne Avvo 2010

  1. 1. + Google Analytics & Website Optimizer Trevor Claiborne Product Marketing Manager Google Analytics & Website Optimizer @tclaiborne January and nd, 2010 Presented Google Confidential22Proprietary 1
  2. 2. Powerful. Flexible. Intelligent An Overview of Google Analytics’ New Features Google Confidential and Proprietary 2
  3. 3. What is Analytics? Google Confidential and Proprietary 3
  4. 4. Advanced Segmentation Google Confidential and Proprietary 4
  5. 5. Custom Reporting Google Confidential and Proprietary 5
  6. 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. 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. 8. Powerful • Engagement goals … and more of them! • Advanced Data Analysis Google Confidential and Proprietary 8
  9. 9. Engagement Goals… and more of them Google Confidential and Proprietary 9
  10. 10. Goals 4 20 Google Confidential and Proprietary 10
  11. 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. 12. Advanced Data Analysis Google Confidential and Proprietary 12
  13. 13. Advanced Table Filters Ordering by Average Value Not statistically significant Google Confidential and Proprietary 13
  14. 14. Filter By Visible Dimensions and Metrics Google Confidential and Proprietary 14
  15. 15. Setting the Filter Rules Google Confidential and Proprietary 15
  16. 16. View Filtered Results Google Confidential and Proprietary 16
  17. 17. Secondary Dimensions Google Confidential and Proprietary 17
  18. 18. Pivoting Google Confidential and Proprietary 18
  19. 19. Flexible • Multiple Custom Variables • Managing & Sharing Segments and Custom Reports Google Confidential and Proprietary 19
  20. 20. Multiple Custom Variables Google Confidential and Proprietary 20
  21. 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. 22. Managing & Sharing Segments and Custom Reports Google Confidential and Proprietary 22
  23. 23. Manage & Share Custom Segments Google Confidential and Proprietary 23
  24. 24. Preview, Customize, and Save Google Confidential and Proprietary 24
  25. 25. Sharing Completed Google Confidential and Proprietary 25
  26. 26. Do the Same with Custom Reports Google Confidential and Proprietary 26
  27. 27. Intelligent • Analytics Intelligence • Custom Alerts • Annotations Google Confidential and Proprietary 27
  28. 28. Analytics Intelligence Google Confidential and Proprietary 28
  29. 29. Data Overload? Google Confidential and Proprietary 29
  30. 30. Analytics Intelligence Google Confidential and Proprietary 30
  31. 31. Daily Intelligence Alerts Google Confidential and Proprietary 31
  32. 32. Weekly Intelligence Alerts Google Confidential and Proprietary 32
  33. 33. Monthly Intelligence Alerts Google Confidential and Proprietary 33
  34. 34. Adjust Sensitivity and Create Segments Manage the sensitivity of the changes Google Confidential and Proprietary 34
  35. 35. Custom Alerts Google Confidential and Proprietary 35
  36. 36. Create Custom Alerts Google Confidential and Proprietary 36
  37. 37. Create and Save the Alert Google Confidential and Proprietary 37
  38. 38. Annotations Google Confidential and Proprietary 38
  39. 39. Annotations Google Confidential and Proprietary 39
  40. 40. Annotations Google Confidential and Proprietary 40
  41. 41. Annotations Google Confidential and Proprietary 41
  42. 42. Recap Google Confidential and Proprietary 42
  43. 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. 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. 45. Google Website Optimizer Why you need to be testing Google Confidential and Proprietary 45
  46. 46. Google Confidential and Proprietary 46 xkcd.com
  47. 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. 48. Like direct mail 33% 33% 33% Google Confidential and Proprietary 48
  49. 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. 50. How many of you are testing now? Google Confidential and Proprietary 50
  51. 51. Google Confidential and Proprietary 51
  52. 52. Google Confidential and Proprietary 52
  53. 53. Google Confidential and Proprietary 53
  54. 54. Google Confidential and Proprietary 54
  55. 55. Original Google Confidential and Proprietary 55
  56. 56. Combo 1 Google Confidential and Proprietary 56
  57. 57. Combo 2 Google Confidential and Proprietary 57
  58. 58. Combo 3 Google Confidential and Proprietary 58
  59. 59. So which one was the winner? Google Confidential and Proprietary 59
  60. 60. All of ‘em Google Confidential and Proprietary 60
  61. 61. Combo 3 Google Confidential and Proprietary 61
  62. 62. Best practices for testing Google Confidential and Proprietary 62
  63. 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. 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. 65. Google Confidential and Proprietary 65 xkcd.com
  66. 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. 67. Let’s talk about the HiPPO H ighest i P aid P erson’s O pinion Google Confidential and Proprietary 67
  68. 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. 69. The Techie Guide Download it at: google.com/websiteoptimizer/techieguide Google Confidential and Proprietary 69
  70. 70. Thank you! Trevor Claiborne tclaiborne@google.com @tclaiborne Google Confidential and Proprietary 70
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