John Ekman – Chief Conversionista              @conversionista
@conversionista
@conversionista
@conversionista
@conversionista
Nr 1 on Online Conversion in Sweden                             1070%                                     Since 2006      ...
Digital conversion optimization       What is Conversion?                 @conversionista
Conversion is to get yourvisitors to do what you wantthem to do on your web site oron a separate landing page      @conver...
From                       to”Could”                ”Should”          @conversionista
Statoil – Car rental                  @conversionista
I become the d-fens of Conversion                 @conversionista
Page2011-05-24
Statoil – Car rental                  @conversionista
The first law of conversion             ”Conversion happensPersuasion              when your and your         Usability   ...
David Boronat”Persuadability”                @conversionista
The   BIG   question              Visitors             2,72%                    ”What now?!”            ”b esökare”       ...
All the       We need More Data!!!                           We only need the                              right dataWikim...
optimization focused metrics                 Are you still just                    controlling                when you cou...
The 3 steps on the metrics evolution                                         Actionnable               Metrics for        ...
When more data is just.......        more data                                Page                            2011-05-24
Bolån        @conversionista
WHAT DOES THE MORTGAGE CUSTOMER LOOKLIKE?                             Traditionelle Ture                             Sjä...
all the cards are on the table           +                        +   $                  @conversionista
Bolånekalkyler                 @conversionista
What persona does that appeal to?                              Traditionelle Ture                              Självstän...
THE RESULTS THE TECHNICAL APPROACH                           YUMMY!!MethodicalSpontaneous             CompetitiveHumanisti...
TWO STEP APPROACH WITH SOCIAL PROOF                           Expand        YUMMY!!Methodical                 & refineSpon...
@conversionista
what’s a local optimum?                 @conversionista
Our job – to roll back the tape                  @conversionista
The   BIG   question              Visitors             2,72%                    ”What now?!”            ”b esökare”       ...
Optimizing for different personas      Competitive           Methodical      Spontaneous           Humanistic             ...
”Web analytics is great at the what but not the why”@conversionista
What are the most valuableGA metrics for conversion      improvement?                            Page                     ...
#1 - Be like the dalai Lama                    @conversionista
#2 set up goals & funnels                               URL Goals:                                Goal on separate       ...
#3 - enable Site search                                Tells you what people                                 are looking ...
SeARCHERS ARE CONVERTERS!                 @conversionista
#4 Measure on-page events on criticalpages                 @conversionista
Event tracking tips Implementation is easy (technically speaking) Structure can be tricky   – Category   – Label   – Act...
Form analysis alternatives                   Google Analytics                      –   Free                      –   Data...
Seems to good to be true......                   @conversionista
@conversionista
@conversionista
What does it cost to fix the forms?                  @conversionista
#5 Track error messages in GoogleAnalytics                 @conversionista
25% of visitors were turned awayBy tracking delivery oferror messages inGoogle Analytics wediscovered that: 25% of visito...
The error messages are in the log files                                      Maksym Yemelyanov                            ...
Track error message in GoogleAnalytics  If you track error message on the web analytics   level you can tie the events to...
Case study Ecommerce analytics Analysis and improved tracking in   Google Analytics helped usunderstand in what conversion...
The 4 steps of E-commerce Conversion                Stay on the site                 Find products                  Add to...
The 4 steps of E-commerce Conversion     Stay on the site                        Bounce rate / Engagement rate      Find p...
What’s a not so bad bounce rate? Over 50% - Go to work on it Below 50% - Might not be your worst problem Good target 20...
The 4 steps of E-commerce Conversion     Stay on the site      Find products                      Advanced segment:       ...
The 4 steps of E-commerce Conversion     Stay on the site      Find products       Add to cart                       Event...
The 4 steps of E-commerce Conversion     Stay on the site      Find products       Add to cart                            ...
Exemple of E-commerce Analysis   Bounce rate   26,5%               77 007                      Unique visitors            ...
GA Funnelreport                                       Page            www.conversionista.se   2012-11-04
The   BIG   question              Visitors             2,72%                    ”What now?!”            ”b esökare”       ...
Optimizing for different personas      Competitive           Methodical      Spontaneous           Humanistic             ...
The 4 steps of E-commerce Conversion                Stay on the site                 Find products                  Add to...
Traffic sources”Bredband”   ”London trip”   Adwords   Aftonbladet                                                 Page    ...
You don’t have one CONVERsion PROBLEM!                                                                                ...
The 5 key conversion methods/Metricsfor conversion1.   Think like Dalai Lama - Dare to let go!2.   Set up Goals & Funnels3...
www.conversionjam.se               @conversionista
Twitter: @Conversionista             www.conversionista.se             www.conversionjam.se@conversionista
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Google analytics for conversion

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Find the top tips and tricks in Google Analytics that will help you improve your conversion rates.

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Transcript of "Google analytics for conversion"

  1. 1. John Ekman – Chief Conversionista @conversionista
  2. 2. @conversionista
  3. 3. @conversionista
  4. 4. @conversionista
  5. 5. @conversionista
  6. 6. Nr 1 on Online Conversion in Sweden 1070% Since 2006 80 + conversion projects 50% E-commerce Rest is B2B/B2C Lead generation International speaker & blogger John Ekman a.k.a Chief Conversionista Member and founder of @Conversionista TheConversionAlliance.com WebAlliance.se
  7. 7. Digital conversion optimization What is Conversion? @conversionista
  8. 8. Conversion is to get yourvisitors to do what you wantthem to do on your web site oron a separate landing page @conversionista
  9. 9. From to”Could” ”Should” @conversionista
  10. 10. Statoil – Car rental @conversionista
  11. 11. I become the d-fens of Conversion @conversionista
  12. 12. Page2011-05-24
  13. 13. Statoil – Car rental @conversionista
  14. 14. The first law of conversion ”Conversion happensPersuasion when your and your Usability visitors’ goals meet” @conversionista
  15. 15. David Boronat”Persuadability” @conversionista
  16. 16. The BIG question Visitors 2,72% ”What now?!” ”b esökare” Customers @conversionista
  17. 17. All the We need More Data!!! We only need the right dataWikimedia Commons @conversionista
  18. 18. optimization focused metrics Are you still just controlling when you could be optimizing? @conversionista
  19. 19. The 3 steps on the metrics evolution Actionnable Metrics for Metrics for No Metrics Metrics sake Business Improvement @conversionista
  20. 20. When more data is just....... more data Page 2011-05-24
  21. 21. Bolån @conversionista
  22. 22. WHAT DOES THE MORTGAGE CUSTOMER LOOKLIKE?  Traditionelle Ture  Självständige Sam  Hjälpsökande Hjördis  Ointresserade Olof  Noggranne Noel @conversionista
  23. 23. all the cards are on the table + + $ @conversionista
  24. 24. Bolånekalkyler @conversionista
  25. 25. What persona does that appeal to?  Traditionelle Ture  Självständige Sam  Hjälpsökande Hjördis  Ointresserade Olof  Noggranne Noel : 19% @conversionista
  26. 26. THE RESULTS THE TECHNICAL APPROACH YUMMY!!MethodicalSpontaneous CompetitiveHumanistic ? @conversionista
  27. 27. TWO STEP APPROACH WITH SOCIAL PROOF Expand YUMMY!!Methodical & refineSpontaneous YUMMY!! Competitive YUMMY!!Humanistic Remove FUDs @conversionista
  28. 28. @conversionista
  29. 29. what’s a local optimum? @conversionista
  30. 30. Our job – to roll back the tape @conversionista
  31. 31. The BIG question Visitors 2,72% ”What now?!” ”b esökare” Customers @conversionista
  32. 32. Optimizing for different personas Competitive Methodical Spontaneous Humanistic Thanks Bryan Eisenberg @conversionista
  33. 33. ”Web analytics is great at the what but not the why”@conversionista
  34. 34. What are the most valuableGA metrics for conversion improvement? Page 2011-05-24
  35. 35. #1 - Be like the dalai Lama @conversionista
  36. 36. #2 set up goals & funnels URL Goals:  Goal on separate URL/page  If not: as virtual pageview when content is delivered  If not: as onclick event when the last measurable action is taken @conversionista
  37. 37. #3 - enable Site search  Tells you what people are looking for on your site  Tells you what users are not able to find on your site  More searches from some traffic sources?  Specific searches from some traffic sources? @conversionista
  38. 38. SeARCHERS ARE CONVERTERS! @conversionista
  39. 39. #4 Measure on-page events on criticalpages @conversionista
  40. 40. Event tracking tips Implementation is easy (technically speaking) Structure can be tricky – Category – Label – Action Interpretation is even trickier Low interaction = – Good usability - Few visitors have to bother with that control OR – Visitors can’t find the control and are leaving at this point @conversionista
  41. 41. Form analysis alternatives  Google Analytics – Free – Data is stored forever – “Manual” tag implementation – You have to do the visualization yourself  Clicktale – Cost (not too high) – Account paused = data lost – Single sitewide script/tag – Visualization is “automatic” BUT – Often requires some manual @conversionista
  42. 42. Seems to good to be true...... @conversionista
  43. 43. @conversionista
  44. 44. @conversionista
  45. 45. What does it cost to fix the forms? @conversionista
  46. 46. #5 Track error messages in GoogleAnalytics @conversionista
  47. 47. 25% of visitors were turned awayBy tracking delivery oferror messages inGoogle Analytics wediscovered that: 25% of visitors were told ”site is closed” When in fact, it was only a problem validating their ID number (who had been entered in ”incorrect Format”) @conversionista
  48. 48. The error messages are in the log files Maksym Yemelyanov - Fotolia @conversionista
  49. 49. Track error message in GoogleAnalytics  If you track error message on the web analytics level you can tie the events to traffic source, browser size, OS and all that.  Method – Virtual pageview – Event tracking  You can measure impact on conversion – Advanced segment: include visit to error message virtual pageview or not. @conversionista
  50. 50. Case study Ecommerce analytics Analysis and improved tracking in Google Analytics helped usunderstand in what conversion step an online retailer had problems Page 2011-05-24
  51. 51. The 4 steps of E-commerce Conversion Stay on the site Find products Add to cart Checkout Page www.conversionista.se 2012-11-05
  52. 52. The 4 steps of E-commerce Conversion Stay on the site Bounce rate / Engagement rate Find products Add to cart Checkout Page www.conversionista.se 2012-11-05
  53. 53. What’s a not so bad bounce rate? Over 50% - Go to work on it Below 50% - Might not be your worst problem Good target 20% What drives bounce rate? – Comparison shopping – Shopping/browsing/novelty behaviour (read: fashion) Page www.conversionista.se 2012-11-05
  54. 54. The 4 steps of E-commerce Conversion Stay on the site Find products Advanced segment: visits to category and product pages Add to cart use “include pages where URL contained” Checkout if URL structure is “flat” or “Unorganized” you need to rewrite the URLs in the script execution Page www.conversionista.se 2012-11-05
  55. 55. The 4 steps of E-commerce Conversion Stay on the site Find products Add to cart Event tracking Add to cart action Separate action on Category and Product pages Checkout Page www.conversionista.se 2012-11-05
  56. 56. The 4 steps of E-commerce Conversion Stay on the site Find products Add to cart Form analytics Checkout Funnel Visualization Page www.conversionista.se 2012-11-05
  57. 57. Exemple of E-commerce Analysis Bounce rate 26,5% 77 007 Unique visitors 56 639 Engaged visitors Add to cart rate 5,5% 3 111 Visits with ”Add to cart” Cart View cart rate Abandonment 75,7% 2 357 Visits with ”View cart” rate 88,9% GA funnel reportConversion rate Cart Completion rate0,45% 346 Purchases 11,1% Page www.conversionista.se 2012-11-04
  58. 58. GA Funnelreport Page www.conversionista.se 2012-11-04
  59. 59. The BIG question Visitors 2,72% ”What now?!” ”b esökare” Customers @conversionista
  60. 60. Optimizing for different personas Competitive Methodical Spontaneous Humanistic Thanks Bryan Eisenberg @conversionista
  61. 61. The 4 steps of E-commerce Conversion Stay on the site Find products Add to cart Checkout Page www.conversionista.se 2012-11-05
  62. 62. Traffic sources”Bredband” ”London trip” Adwords Aftonbladet Page 2011-05-24
  63. 63. You don’t have one CONVERsion PROBLEM!      @conversionista
  64. 64. The 5 key conversion methods/Metricsfor conversion1. Think like Dalai Lama - Dare to let go!2. Set up Goals & Funnels3. Enable Site Search4. Measure on-page events on critical pages5. Track error messages in Google Analytics6. Track the 4 steps of E-commerce conversion @conversionista
  65. 65. www.conversionjam.se @conversionista
  66. 66. Twitter: @Conversionista www.conversionista.se www.conversionjam.se@conversionista
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