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

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  • 1. 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
  • 2. About Dave Chaffey
    Best practice
    Qualifications
    Books
    Portal &
    software:
    www.smartinsights.com/beta
    Search &
    Conversion
    consulting
    Strategy
    consulting
    2
  • 3. 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
  • 4. The most neglected features of (Google) Analytics
    4
  • 5. Sound advice… BUT NEED TO THINK BEYOND THE FUNNEL
    |5
    Source: Presented at Emetrics by Dr. Martin Armstrong, CTO & COO of koodos.com
  • 6. 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
    • 7. Engage – Engage through relevant quality content mainly on your site, but also content syndicated to partner sites
    • 8. Activate – Convert engagement into business value – generate leads and sales
    • 9. 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
  • 10. REAN dashboard KPIs for e-retailers
    |7
  • 11. How do we compare? Benchmarks
    Source: http://www.marketing-online.co.uk/wiki/Ecommerce_Conversion_Rates_Statistics
    |8
  • 12. Coremetrics summary dashboard example
    9
  • 13. REACH!
    10
    Which referrers, campaigns are driving value?
  • 14. 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
  • 15. Advanced segments – some options
    1. Segmentation by Referrer / Traffic source:
    • Paid
    • 16. Natural
    • 17. Paid and natural brand and non-brand
    • 18. By number of keywords – 2,3,4
    • 19. Social media
     
    2. Segmentation by Visitor Type
    3. Segmentation by Engagement
    4. Segmentation by Content Viewed 
    • Key landing page
    • 24. Product page
    • 25. Checkout complete
    • 26. 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
    • 27. Screen resolution
    • 28. Mobile platforms
    8. Segmentation by Location
    Main markets
    | 12
    See
    http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/segmenting-google-analytics/
    + By behaviour – search and browse
  • 32. Segmenting search visits
    13
  • 33. |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
  • 34. 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
  • 35. 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
  • 36. Using GA Intelligence to Alert you to traffic problems?
    17
  • 37. 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/
  • 38. New May 2010 Google Adwords Beta
    19
  • 39. ENGAGE!
    Which content, merchandising is driving value?
    20
  • 40. 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
  • 41. 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
  • 42. Source: Craig Sullivan independent survey 2009
    |23
  • 43. Case study Euroffice
    24
    Encourage search
    dominant visitors
    SEO and brand intro
    OVP
    Encourage browse
    dominant visitors
    “Reasons to return”
    OVP
    Social
    proof
  • 44. Source: Craig Sullivan independent survey 2009
    |25
  • 45. How effective is your scent?
    26
    Example SCENT TRAILS
    NEW CUSTOMER?
    <CUSTOMER-CENTRIC SERVICE NAMES>
    WHERE / HOW TO BUY?
    WHY CHOOSE US?
  • 46. Advanced: Dimensionatorfor second page viewed
    27
    http://www.analyticspros.com/blog/googleanalytics/93-dimensionator-google-analytics-dimensions.html
  • 47. Tracking on-site search
    | 28
    Coremetrics UK Retail benchmarks
    Tip. find the search query parameter from the URL of a search results page
  • 48. 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
  • 49. |30
  • 50. ACTIVATE!
    31
  • 51. New – 20 goals in GA so group them!
    |32
  • 52. Segment your funnels!
    33
    Source: http://www.lunametrics.com/blog/2010/06/04/segment-goal-funnel-google-analytics/
  • 53. 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/
  • 54. NURTURE
    35
  • 55. 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
  • 56. 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
  • 57. 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/
  • 58. Custom variables in Google Analytics
    • Original called _setVarJavascript function on page that uniquely identifies these visitors. Sets cookie for 2 year period.
    • 59. Now _setCustomVar
    • 60. With up to 20 variables by content types
    • 61. Possible applications:
    • 62. Different subscribers - bronze, silver, gold
    • 63. Customers vs non-customers
    • 64. Care with Personally Identifiable Information!
    Read more: http://code.google.com/apis/analytics/docs/tracking/gaTrackingCustomVariables.html
    39
  • 65. Use Feedback tools for…“Why” not “What”
    40
    http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/
  • 66. 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
  • 67. Voice of the customer
    42
  • 68. Gaining site and business innovation ideas through Uservoice
    43
  • 69. It’s a long journey… Good luck!
    Source:
    44
    44
  • 70. 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