Your SlideShare is downloading. ×
Google analytics for conversion
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Google analytics for conversion

349
views

Published on

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

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

Published in: Business

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
349
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
28
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. John Ekman – Chief Conversionista @conversionista
  • 2. @conversionista
  • 3. @conversionista
  • 4. @conversionista
  • 5. @conversionista
  • 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. Digital conversion optimization What is Conversion? @conversionista
  • 8. Conversion is to get yourvisitors to do what you wantthem to do on your web site oron a separate landing page @conversionista
  • 9. From to”Could” ”Should” @conversionista
  • 10. Statoil – Car rental @conversionista
  • 11. I become the d-fens of Conversion @conversionista
  • 12. Page2011-05-24
  • 13. Statoil – Car rental @conversionista
  • 14. The first law of conversion ”Conversion happensPersuasion when your and your Usability visitors’ goals meet” @conversionista
  • 15. David Boronat”Persuadability” @conversionista
  • 16. The BIG question Visitors 2,72% ”What now?!” ”b esökare” Customers @conversionista
  • 17. All the We need More Data!!! We only need the right dataWikimedia Commons @conversionista
  • 18. optimization focused metrics Are you still just controlling when you could be optimizing? @conversionista
  • 19. The 3 steps on the metrics evolution Actionnable Metrics for Metrics for No Metrics Metrics sake Business Improvement @conversionista
  • 20. When more data is just....... more data Page 2011-05-24
  • 21. Bolån @conversionista
  • 22. WHAT DOES THE MORTGAGE CUSTOMER LOOKLIKE?  Traditionelle Ture  Självständige Sam  Hjälpsökande Hjördis  Ointresserade Olof  Noggranne Noel @conversionista
  • 23. all the cards are on the table + + $ @conversionista
  • 24. Bolånekalkyler @conversionista
  • 25. What persona does that appeal to?  Traditionelle Ture  Självständige Sam  Hjälpsökande Hjördis  Ointresserade Olof  Noggranne Noel : 19% @conversionista
  • 26. THE RESULTS THE TECHNICAL APPROACH YUMMY!!MethodicalSpontaneous CompetitiveHumanistic ? @conversionista
  • 27. TWO STEP APPROACH WITH SOCIAL PROOF Expand YUMMY!!Methodical & refineSpontaneous YUMMY!! Competitive YUMMY!!Humanistic Remove FUDs @conversionista
  • 28. @conversionista
  • 29. what’s a local optimum? @conversionista
  • 30. Our job – to roll back the tape @conversionista
  • 31. The BIG question Visitors 2,72% ”What now?!” ”b esökare” Customers @conversionista
  • 32. Optimizing for different personas Competitive Methodical Spontaneous Humanistic Thanks Bryan Eisenberg @conversionista
  • 33. ”Web analytics is great at the what but not the why”@conversionista
  • 34. What are the most valuableGA metrics for conversion improvement? Page 2011-05-24
  • 35. #1 - Be like the dalai Lama @conversionista
  • 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. #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. SeARCHERS ARE CONVERTERS! @conversionista
  • 39. #4 Measure on-page events on criticalpages @conversionista
  • 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. 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. Seems to good to be true...... @conversionista
  • 43. @conversionista
  • 44. @conversionista
  • 45. What does it cost to fix the forms? @conversionista
  • 46. #5 Track error messages in GoogleAnalytics @conversionista
  • 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. The error messages are in the log files Maksym Yemelyanov - Fotolia @conversionista
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. GA Funnelreport Page www.conversionista.se 2012-11-04
  • 59. The BIG question Visitors 2,72% ”What now?!” ”b esökare” Customers @conversionista
  • 60. Optimizing for different personas Competitive Methodical Spontaneous Humanistic Thanks Bryan Eisenberg @conversionista
  • 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. Traffic sources”Bredband” ”London trip” Adwords Aftonbladet Page 2011-05-24
  • 63. You don’t have one CONVERsion PROBLEM!      @conversionista
  • 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. www.conversionjam.se @conversionista
  • 66. Twitter: @Conversionista www.conversionista.se www.conversionjam.se@conversionista