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

Show Me The Money!Driving Value from Your Web Analytics
Dr Dave Chaffey, CEO Smart Insights
June 16th 2010eTail 2010, London
Download presentation from: SmartInsights.com

About Dave Chaffey
Best practice
Qualifications
Books
Portal &
software:
www.smartinsights.com/beta
Search &
Conversion
consulting
Strategy
consulting
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Show me the money!
The 3 key value measures in GA:
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.
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.
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.
http://www.advanced-web-metrics.com/blog/2010/05/11/how-much-value-is-your-website-generating/
http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=86205
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The most neglected features of (Google) Analytics
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Sound advice… BUT NEED TO THINK BEYOND THE FUNNEL
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Source: Presented at Emetrics by Dr. Martin Armstrong, CTO & COO of koodos.com

Where are we driving/losing value?Introducing the REAN framework – application – goals and dashboards
Reach – Reach prospects and customers via search engines and brand communications on publisher, social network and other partner sites
Engage – Engage through relevant quality content mainly on your site, but also content syndicated to partner sites
Activate – Convert engagement into business value – generate leads and sales
Nurture – Build relationships throughout the customer lifecycle through online direct messaging (Email, Blogs, RSS Feeds and SMS messaging) and community content
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Steve Jackson (2009) Cult of Analytics

REAN dashboard KPIs for e-retailers
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How do we compare? Benchmarks
Source: http://www.marketing-online.co.uk/wiki/Ecommerce_Conversion_Rates_Statistics
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Coremetrics summary dashboard example
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REACH!
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Which referrers, campaigns are driving value?

Segmenting Traffic value
Key referring segments:
Search
Paid vs Natural
Branded vs non-branded
Email marketing
Affiliates
Social media
Don’t forget:
New vs returning/customer non-customer
First and last referrer. Use attribution scripts:
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http://www.google.com/support/forum/p/Google+Analytics/thread?tid=0e672a6afb56558c&hl=en

Advanced segments – some options
1. Segmentation by Referrer / Traffic source:
Paid
Natural
Paid and natural brand and non-brand
By number of keywords – 2,3,4
Social media

2. Segmentation by Visitor Type
New visitor
Returning visitor
Registered visitor
Customer
3. Segmentation by Engagement
5 pages,
<3 pages
4. Segmentation by Content Viewed
Key landing page
Product page
Checkout complete
Folders for large organisation
5. Segmentation by Landing Page Type
6. Segmentation by Event:
Conversion goal types and E-commerce
7. Segmentation by Platform (less important)
Browser
Screen resolution
Mobile platforms
8. Segmentation by Location
Main markets
UK
US
FIGS
ROW
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See
http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/segmenting-google-analytics/
+ By behaviour – search and browse

Segmenting search visits
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Advanced segmentation for social media
Source (Step 10) : http://www.davechaffey.com/blog/web-analytics/configuring-google-analytics-guide/
See also: www.davechaffey.com/online-reputation-management-tools

Some ideas for using custom reports
1. Time reporting. Use a dimension of week/month to compare performance over time more easily
2. Value reporting. Repeat the value of different contributors:
Keywords
Landing pages
Product categories
Countries
3. Role-based reporting.Setup different tabs for different types of people or marketing activity
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http://www.kaushik.net/avinash/2010/02/leverage-custom-web-analytics-reports-insights.html

2010
| Advanced SEO Course
|16
Gap analysis to maximise search value
Should show:
Potential performance from keyphrase estimators
Your actual performance (position, clicks, conversion, sales, value):
Paid – absolute and relative
Natural – absolute and relative
Integrate sourceswith scripts or
Excel VLOOKUP()function

Using GA Intelligence to Alert you to traffic problems?
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Use your “Intelligence”
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Tip: Use Custom Alerts in your system
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/

New May 2010 Google Adwords Beta
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ENGAGE!
Which content, merchandising is driving value?
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Practical Tip – Identify most important page types by Content Drilldown volume, $Index (low or high), bounce and exit rates multiplied by page views
Where do we start optimisation? What will give us the biggest uplift in…?
Home page
Landing pages
Category pages
Branding & utility pages
Search
Product pages
Conversion goal pages
Check out pages
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Practical Tip
Review % age of visits by different landing page types
(for first time and repeat visitors)
Activity: Where do most prospects enter and leave your sites? What are bounce rates? How does this differ for segments.
“Points of Resolution”
Home page
About Us
Search page
Category page
Detailed product info
Product page
Sub-product page
Pricing
Security & Privacy
Checkout / forms
Tailored landing page
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Source: Craig Sullivan independent survey 2009
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Case study Euroffice
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Encourage search
dominant visitors
SEO and brand intro
OVP
Encourage browse
dominant visitors
“Reasons to return”
OVP
Social
proof

Source: Craig Sullivan independent survey 2009
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How effective is your scent?
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Example SCENT TRAILS
NEW CUSTOMER?
<CUSTOMER-CENTRIC SERVICE NAMES>
WHERE / HOW TO BUY?
WHY CHOOSE US?

Advanced: Dimensionatorfor second page viewed
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http://www.analyticspros.com/blog/googleanalytics/93-dimensionator-google-analytics-dimensions.html

Tracking on-site search
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Coremetrics UK Retail benchmarks
Tip. find the search query parameter from the URL of a search results page

Segmenting pages/product by performance
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Page or product popularity (views)
or page view variance (compared to average)
Conversion rate
Or conversion rate variance (add to basket) compared to average

ACTIVATE!
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New – 20 goals in GA so group them!
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Segment your funnels!
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Source: http://www.lunametrics.com/blog/2010/06/04/segment-goal-funnel-google-analytics/

Engagement essential configuration:Event tracking and site search hack
Source: Google announces final rollout of Event tracking June 2009:
http://analytics.blogspot.com/2009/06/event-tracking-now-available-in-all.html
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http://cutroni.com/blog/2010/03/30/tracking-internal-campaigns-with-google-analytics/

NURTURE
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Campaign tracking
Adwords will be tracked automatically provided you have specified within Adwords
All other referring campaign traffic sources need parameters adding where practical
Example:
http://econsultancy.com/reports/search-engine-optimization-seo-best-practice-guide?
utm_medium=affiliate&utm_source=generic

Tip: Use a URL builder or spreadsheet
Another example:
http://www.barbican.org.uk/artgallery/event-detail.asp?ID=8909
&utm_campaign=CCXAQ081009A
&utm_source=Monthly_xArts_Email
&utm_medium=Internal_Email
&utm_content=CCXAQ081009A_Bunker_image [or A_Bunker_intro]
Activity:
Try the Google URL builder
http://www.google.com/support/analytics/bin/answer.py?answer=55578

Which merchandising is driving value: Event tracking or an internal search hack
Source: Google announces final rollout of Event tracking June 2009:
http://analytics.blogspot.com/2009/06/event-tracking-now-available-in-all.html
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http://cutroni.com/blog/2010/03/30/tracking-internal-campaigns-with-google-analytics/

Custom variables in Google Analytics
Original called _setVarJavascript function on page that uniquely identifies these visitors. Sets cookie for 2 year period.
Now _setCustomVar
With up to 20 variables by content types
Possible applications:
Different subscribers - bronze, silver, gold
Customers vs non-customers
Care with Personally Identifiable Information!
Read more: http://code.google.com/apis/analytics/docs/tracking/gaTrackingCustomVariables.html
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Use Feedback tools for…“Why” not “What”
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http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/

What do customers value? Think?Analytics will only show you ‘What’ not ‘Why’ – other tools can helpiPerceptionshttp://www.4qsurvey.com/
“Bad web site. Difficult to find item as no search box provided for short cut”
“I can't find any prices on your website”
“Would like to see where I can buy products from” .
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Voice of the customer
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Gaining site and business innovation ideas through Uservoice
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It’s a long journey… Good luck!
Source:
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Let’s Connect! Questions & discussion welcome
uk.linkedin.com/in/davechaffey
www.facebook.com/davechaffey
www.twitter.com/DaveChaffey
Blog
www.smartinsights.com/blog
Feeds
www.feedburner.com/smartinsights
Email Newsletter
www.smartinsights.com

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

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