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

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

    • 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
      2
    • 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
      3
    • The most neglected features of (Google) Analytics
      4
    • Sound advice… BUT NEED TO THINK BEYOND THE FUNNEL
      |5
      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
      |6
      Steve Jackson (2009) Cult of Analytics
    • REAN dashboard KPIs for e-retailers
      |7
    • How do we compare? Benchmarks
      Source: http://www.marketing-online.co.uk/wiki/Ecommerce_Conversion_Rates_Statistics
      |8
    • Coremetrics summary dashboard example
      9
    • REACH!
      10
      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:
      11
      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
      | 12
      See
      http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/segmenting-google-analytics/
      + By behaviour – search and browse
    • Segmenting search visits
      13
    • |14
      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
      15
      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?
      17
    • Use your “Intelligence”
      18
      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
      19
    • ENGAGE!
      Which content, merchandising is driving value?
      20
    • 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
      |21
    • 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
      | 22
    • Source: Craig Sullivan independent survey 2009
      |23
    • Case study Euroffice
      24
      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
      |25
    • How effective is your scent?
      26
      Example SCENT TRAILS
      NEW CUSTOMER?
      <CUSTOMER-CENTRIC SERVICE NAMES>
      WHERE / HOW TO BUY?
      WHY CHOOSE US?
    • Advanced: Dimensionatorfor second page viewed
      27
      http://www.analyticspros.com/blog/googleanalytics/93-dimensionator-google-analytics-dimensions.html
    • Tracking on-site search
      | 28
      Coremetrics UK Retail benchmarks
      Tip. find the search query parameter from the URL of a search results page
    • Segmenting pages/product by performance
      | 29
      Page or product popularity (views)
      or page view variance (compared to average)
      Conversion rate
      Or conversion rate variance (add to basket) compared to average
    • |30
    • ACTIVATE!
      31
    • New – 20 goals in GA so group them!
      |32
    • Segment your funnels!
      33
      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
      |34
      http://cutroni.com/blog/2010/03/30/tracking-internal-campaigns-with-google-analytics/
    • NURTURE
      35
    • 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
      |38
      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
      39
    • Use Feedback tools for…“Why” not “What”
      40
      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” .
      |41
    • Voice of the customer
      42
    • Gaining site and business innovation ideas through Uservoice
      43
    • It’s a long journey… Good luck!
      Source:
      44
      44
    • 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