Dave chaffey smart insights 2010 e tail 2010 ul - show me the money! driving value from your web analytics


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Dave chaffey smart insights 2010 e tail 2010 ul - show me the money! driving value from your web analytics

  1. 1. Show Me The Money!Driving Value from Your Web Analytics<br />Dr Dave Chaffey, CEO Smart Insights<br />June 16th 2010eTail 2010, London<br />Download presentation from: SmartInsights.com<br />
  2. 2. About Dave Chaffey<br />Best practice<br />Qualifications<br />Books<br />Portal & <br />software:<br />www.smartinsights.com/beta<br />Search &<br />Conversion<br />consulting<br />Strategy<br />consulting<br />2<br />
  3. 3. Show me the money!<br />The 3 key value measures in GA:<br />1. Index value (Top content reports)Shows the influence of pages in generating value either through Ecommerce transactions or conversion goals with a value assigned.<br />2. Per Visit Goal Value (Traffic Sources reports for Referring sites, Search Engines and Keywords – Goal tab) Based on value assigned to your conversion goals this shows you the Total Goal Value for your reports. <br />3. Per Visit Value (Ecommerce Revenue per visit) You can see Per Visit Value measures within Traffic sources on the Ecommerce tab if you have Ecommerce tracking enabled.<br />http://www.advanced-web-metrics.com/blog/2010/05/11/how-much-value-is-your-website-generating/<br />http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=86205<br />3<br />
  4. 4. The most neglected features of (Google) Analytics<br />4<br />
  5. 5. Sound advice… BUT NEED TO THINK BEYOND THE FUNNEL<br />|5<br />Source: Presented at Emetrics by Dr. Martin Armstrong, CTO & COO of koodos.com<br />
  6. 6. Where are we driving/losing value?Introducing the REAN framework – application – goals and dashboards<br /><ul><li>Reach – Reach prospects and customers via search engines and brand communications on publisher, social network and other partner sites
  7. 7. Engage – Engage through relevant quality content mainly on your site, but also content syndicated to partner sites
  8. 8. Activate – Convert engagement into business value – generate leads and sales
  9. 9. Nurture – Build relationships throughout the customer lifecycle through online direct messaging (Email, Blogs, RSS Feeds and SMS messaging) and community content</li></ul>|6<br />Steve Jackson (2009) Cult of Analytics<br />
  10. 10. REAN dashboard KPIs for e-retailers<br />|7<br />
  11. 11. How do we compare? Benchmarks<br />Source: http://www.marketing-online.co.uk/wiki/Ecommerce_Conversion_Rates_Statistics<br />|8<br />
  12. 12. Coremetrics summary dashboard example<br />9<br />
  13. 13. REACH!<br />10<br />Which referrers, campaigns are driving value?<br />
  14. 14. Segmenting Traffic value<br />Key referring segments:<br />Search<br />Paid vs Natural<br />Branded vs non-branded<br />Email marketing<br />Affiliates<br />Social media<br />Don’t forget:<br />New vs returning/customer non-customer<br />First and last referrer. Use attribution scripts:<br />11<br />http://www.google.com/support/forum/p/Google+Analytics/thread?tid=0e672a6afb56558c&hl=en<br />
  15. 15. Advanced segments – some options<br />1. Segmentation by Referrer / Traffic source:<br /><ul><li>Paid
  16. 16. Natural
  17. 17. Paid and natural brand and non-brand
  18. 18. By number of keywords – 2,3,4
  19. 19. Social media</li></ul> <br />2. Segmentation by Visitor Type<br /><ul><li>New visitor
  20. 20. Returning visitor
  21. 21. Registered visitor
  22. 22. Customer</li></ul>3. Segmentation by Engagement<br /><ul><li>5 pages,
  23. 23. <3 pages</li></ul>4. Segmentation by Content Viewed <br /><ul><li>Key landing page
  24. 24. Product page
  25. 25. Checkout complete
  26. 26. Folders for large organisation</li></ul>5. Segmentation by Landing Page Type<br />6. Segmentation by Event:<br /> Conversion goal types and E-commerce <br />7. Segmentation by Platform (less important)<br /><ul><li>Browser
  27. 27. Screen resolution
  28. 28. Mobile platforms</li></ul>8. Segmentation by Location <br />Main markets<br /><ul><li>UK
  29. 29. US
  30. 30. FIGS
  31. 31. ROW</li></ul>| 12<br />See <br />http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/segmenting-google-analytics/<br />+ By behaviour – search and browse<br />
  32. 32. Segmenting search visits<br />13<br />
  33. 33. |14<br />Advanced segmentation for social media <br />Source (Step 10) : http://www.davechaffey.com/blog/web-analytics/configuring-google-analytics-guide/<br />See also: www.davechaffey.com/online-reputation-management-tools<br />
  34. 34. Some ideas for using custom reports<br />1. Time reporting. Use a dimension of week/month to compare performance over time more easily<br />2. Value reporting. Repeat the value of different contributors:<br />Keywords<br />Landing pages<br />Product categories<br />Countries <br />3. Role-based reporting.Setup different tabs for different types of people or marketing activity<br />15<br />http://www.kaushik.net/avinash/2010/02/leverage-custom-web-analytics-reports-insights.html<br />
  35. 35. 2010<br />| Advanced SEO Course<br />|16<br />Gap analysis to maximise search value<br />Should show:<br />Potential performance from keyphrase estimators<br />Your actual performance (position, clicks, conversion, sales, value):<br />Paid – absolute and relative<br />Natural – absolute and relative<br />Integrate sourceswith scripts or<br />Excel VLOOKUP()function<br />
  36. 36. Using GA Intelligence to Alert you to traffic problems?<br />17<br />
  37. 37. Use your “Intelligence”<br />18<br />Tip: Use Custom Alerts in your system<br />http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/my-experiences-of-using-the-google-analytics-intelligence-feature-to-review-seo-and-pay-per-click/<br />
  38. 38. New May 2010 Google Adwords Beta<br />19<br />
  39. 39. ENGAGE!<br />Which content, merchandising is driving value?<br />20<br />
  40. 40. Practical Tip – Identify most important page types by Content Drilldown volume, $Index (low or high), bounce and exit rates multiplied by page views<br />Where do we start optimisation? What will give us the biggest uplift in…?<br />Home page<br />Landing pages<br />Category pages<br />Branding & utility pages<br />Search<br />Product pages<br />Conversion goal pages<br />Check out pages<br />|21<br />
  41. 41. Practical Tip <br />Review % age of visits by different landing page types<br />(for first time and repeat visitors)<br />Activity: Where do most prospects enter and leave your sites? What are bounce rates? How does this differ for segments.<br />“Points of Resolution”<br />Home page<br />About Us<br />Search page<br />Category page<br />Detailed product info<br />Product page<br />Sub-product page<br />Pricing<br />Security & Privacy<br />Checkout / forms<br />Tailored landing page<br />| 22<br />
  42. 42. Source: Craig Sullivan independent survey 2009 <br />|23<br />
  43. 43. Case study Euroffice<br />24<br />Encourage search<br />dominant visitors<br />SEO and brand intro<br />OVP<br />Encourage browse<br />dominant visitors<br />“Reasons to return”<br />OVP<br />Social <br />proof<br />
  44. 44. Source: Craig Sullivan independent survey 2009<br />|25<br />
  45. 45. How effective is your scent?<br />26<br />Example SCENT TRAILS<br />NEW CUSTOMER?<br /><CUSTOMER-CENTRIC SERVICE NAMES><br />WHERE / HOW TO BUY?<br />WHY CHOOSE US?<br />
  46. 46. Advanced: Dimensionatorfor second page viewed<br />27<br />http://www.analyticspros.com/blog/googleanalytics/93-dimensionator-google-analytics-dimensions.html<br />
  47. 47. Tracking on-site search<br />| 28<br />Coremetrics UK Retail benchmarks<br />Tip. find the search query parameter from the URL of a search results page<br />
  48. 48. Segmenting pages/product by performance<br />| 29<br />Page or product popularity (views)<br />or page view variance (compared to average)<br />Conversion rate<br />Or conversion rate variance (add to basket) compared to average<br />
  49. 49. |30<br />
  50. 50. ACTIVATE!<br />31<br />
  51. 51. New – 20 goals in GA so group them!<br />|32<br />
  52. 52. Segment your funnels!<br />33<br />Source: http://www.lunametrics.com/blog/2010/06/04/segment-goal-funnel-google-analytics/<br />
  53. 53. Engagement essential configuration:Event tracking and site search hack <br />Source: Google announces final rollout of Event tracking June 2009:<br />http://analytics.blogspot.com/2009/06/event-tracking-now-available-in-all.html<br />|34<br />http://cutroni.com/blog/2010/03/30/tracking-internal-campaigns-with-google-analytics/<br />
  54. 54. NURTURE<br />35<br />
  55. 55. Campaign tracking <br />Adwords will be tracked automatically provided you have specified within Adwords<br />All other referring campaign traffic sources need parameters adding where practical<br />Example: <br />http://econsultancy.com/reports/search-engine-optimization-seo-best-practice-guide?<br />utm_medium=affiliate&utm_source=generic <br />
  56. 56. Tip: Use a URL builder or spreadsheet<br />Another example:<br />http://www.barbican.org.uk/artgallery/event-detail.asp?ID=8909<br />&utm_campaign=CCXAQ081009A<br />&utm_source=Monthly_xArts_Email<br />&utm_medium=Internal_Email<br />&utm_content=CCXAQ081009A_Bunker_image [or A_Bunker_intro]<br />Activity: <br />Try the Google URL builder<br />http://www.google.com/support/analytics/bin/answer.py?answer=55578<br />
  57. 57. Which merchandising is driving value: Event tracking or an internal search hack<br />Source: Google announces final rollout of Event tracking June 2009:<br />http://analytics.blogspot.com/2009/06/event-tracking-now-available-in-all.html<br />|38<br />http://cutroni.com/blog/2010/03/30/tracking-internal-campaigns-with-google-analytics/<br />
  58. 58. Custom variables in Google Analytics<br /><ul><li>Original called _setVarJavascript function on page that uniquely identifies these visitors. Sets cookie for 2 year period.
  59. 59. Now _setCustomVar
  60. 60. With up to 20 variables by content types
  61. 61. Possible applications:
  62. 62. Different subscribers - bronze, silver, gold
  63. 63. Customers vs non-customers
  64. 64. Care with Personally Identifiable Information!</li></ul>Read more: http://code.google.com/apis/analytics/docs/tracking/gaTrackingCustomVariables.html<br />39<br />
  65. 65. Use Feedback tools for…“Why” not “What”<br />40<br />http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/<br />
  66. 66. What do customers value? Think?Analytics will only show you ‘What’ not ‘Why’ – other tools can helpiPerceptionshttp://www.4qsurvey.com/<br />“Bad web site. Difficult to find item as no search box provided for short cut” <br />“I can't find any prices on your website” <br />“Would like to see where I can buy products from” .<br />|41<br />
  67. 67. Voice of the customer<br />42<br />
  68. 68. Gaining site and business innovation ideas through Uservoice<br />43<br />
  69. 69. It’s a long journey… Good luck!<br />Source:<br />44<br />44<br />
  70. 70. Let’s Connect! Questions & discussion welcome<br />uk.linkedin.com/in/davechaffey<br />www.facebook.com/davechaffey<br />www.twitter.com/DaveChaffey<br />Blog<br />www.smartinsights.com/blog<br />Feeds<br />www.feedburner.com/smartinsights<br />Email Newsletter<br />www.smartinsights.com<br />