Improving results through Google Analytics - Dave Chaffey : Smart Insights
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6 techniques to customise Google Analytics to help you get better results from your website.

6 techniques to customise Google Analytics to help you get better results from your website.

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Improving results through Google Analytics - Dave Chaffey : Smart Insights Presentation Transcript

  • 1. Using Google Analytics toimprove your business results
    Presented to The Internet Conference
    Nottingham, 14th May 2010
    Dr Dave Chaffey, CEO, Smart Insights
    www.smartinsights.com
    Download via “Presentations”
  • 2. Engaging web users is tough!
  • 3. About Dave Chaffey
    Best practice
    Qualifications
    Books
    Strategy &
    Analytics
    Portal & Software:
    www.smartinsights.com/beta
    Search &
    Conversion
    consulting
    Strategy
    consulting
  • 4. 4
  • 5. Agenda
    Mini case study
    1 Conversion optimisation strategy and planning
    • The REAN framework. The “Cult of Analytics”
    • 6. Conversion optimisation strategy
    2 Google Analytics setup and customisation in 6 steps
    • 1. Working with reports
    • 7. 2. Segmenting with advanced segments
    • 8. 3. Creating custom reports and dashboards
    • 9. 4. Setting up marketing campaign tracking
    • 10. 5. Modifying profile and filter setup
    • 11. 6. Customisations with server modifications
    • 12. 3 A very brief intro to AB and MVT
    • 13. Please ask questions after each section…
    • 14. No question too simple or too advanced!
    |5
  • 15. Case study Euroffice
    6
    Encourage search
    dominant visitors
    SEO and brand intro
    OVP
    Encourage browse
    dominant visitors
    “Reasons to return”
    OVP
    Social
    proof
  • 16. Euroffice social presence
    7
  • 17. Euroffice Email Examples
  • 18. 1 Conversion (goal)optimization strategy
    Producing a plan defining:
    • Business goals and KPIs to improve?
    • 19. Areas of site to focus on?
    • 20. Sequence of tests?
  • What are we trying to achieve?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
    • 21. Engage – Engage through relevant quality content mainly on your site, but also content syndicated to partner sites
    • 22. Activate – Convert engagement into business value – generate leads and sales
    • 23. Nurture – Build relationships throughout the customer lifecycle through online direct messaging (Email, Blogs, RSS Feeds and SMS messaging) and community content
    |10
  • 24. REAN Questions
    • What would go on the REAN dashboard for you?
    • 25. Reach:
    • 26. Engage
    • 27. Activate
    • 28. Nurture
  • Examples of measures within REAN framework
    |12
  • 29. How do we compare? Benchmarks
    Source: http://www.marketing-online.co.uk/wiki/Ecommerce_Conversion_Rates_Statistics
    |13
  • 30. Coremetrics summary dashboard example
    14
  • 31. 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? 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
    |15
  • 32. Sound advice…
    |16
  • 33. Source: Craig Sullivan independent survey 2009
    |17
  • 34. 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
    | 18
  • 35. Source: Craig Sullivan independent survey 2009
    |19
  • 36. Tracking session interactions
    Source: www.clicktale.com
    See also:http://www.marketing-online.co.uk/wiki/Website_Visitor_Behaviour_Analysis_Tools
    |20
  • 37. Granular call tracking example
    Source:http://www.clickthrough-marketing.com/phone-call-tracking.php
    Alternatives: http://www.freshegg.com/call-track-id.htm,
    http://www.blogstorm.co.uk/call-metrics
    |21
  • 38. Tip. Use Feedback tools“Why” not “What”
    22
    http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/
  • 39. Google 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” .
    |23
  • 40. 1 Google Analytics setup and customisation in 6 steps1. Working with reports 2. Segmenting with advanced segments3. Creating custom reports and dashboards 4. Setting up marketing campaign tracking5. Modifying profile and filter setup 6. Customisations with server modifications
    See: http://www.davechaffey.com/blog/web-analytics/customising-google-analytics-for-your-business/
  • 41. Working with reports in a smarter way
    Customisation technique 1
    | 25
  • 42. Smarter reporting options
    Using the calendar / time period options for comparison
    Pivot tables
    Filter reports with simple filter based on page or keyword name or New: an Advanced Filter on any variable
    New: Setting annotations – beneath the top chart
    Intelligence Beta:Review standard alertsvia left menu
    | 26
  • 43. Use your “Intelligence”
    27
    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/
  • 44. Example Pivot + Filter
    28
  • 45. Page analysis technique : Reverse and forward path analysis
    |29
  • 46. How effective is your scent?
    30
    Example SCENT TRAILS
    NEW CUSTOMER?
    <CUSTOMER-CENTRIC SERVICE NAMES>
    WHERE / HOW TO BUY?
    WHY CHOOSE US?
  • 47. Segmenting your audience by setting up advanced segments
    Customisation technique 2
    | 31
  • 48. Advanced segments – how it works
    |32
  • 49. Advanced segments – some options
    1. Segmentation by Referrer / Traffic source:
    • Paid
    • 50. Natural
    • 51. Paid and natural brand and non-brand
    • 52. By number of keywords – 2,3,4
    • 53. Social media
     
    2. Segmentation by Visitor Type
    • New visitor
    • 54. Returning visitor
    • 55. Registered visitor
    • 56. Customer
    3. Segmentation by Engagement
    • 5 pages,
    • 57. <3 pages
    4. Segmentation by Content Viewed 
    • Key landing page
    • 58. Product page
    • 59. Checkout complete
    • 60. 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
    • 61. Screen resolution
    • 62. Mobile platforms
    8. Segmentation by Location Geography
    Main markets
    • UK
    • 63. US
    • 64. FIGS
    • 65. ROW
    | 33
    See
    http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/segmenting-google-analytics/
    + By behaviour – search and browse
  • 66. Advanced segmentation exampleSegmentation by Visitor Type
    Practical Tip
    Use Content Drilldown for understanding grouped content popularity
    But need DFA! URL Strategy
    |34
  • 67. Advanced: Dimensionator for second page viewed
    35
    http://www.analyticspros.com/blog/googleanalytics/93-dimensionator-google-analytics-dimensions.html
  • 68. Handy plugin for relative SEO changes
    Firefox plugin:
    http://www.juiceanalytics.com/writing/enhanced-google-analytics-firefox-plugin/
    |36
  • 69. |37
    Advanced segmentation 2:Tracking 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
  • 70. Creating dashboards and custom reports within Google Analytics
    Customisation technique 3
    | 38
  • 71. How do you use the dashboard??
    | 39
  • 72. Custom reports beta (can overlay segmentation)
    |40
  • 73. 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
    41
    http://www.kaushik.net/avinash/2010/02/leverage-custom-web-analytics-reports-insights.html
  • 74. Bubble ormotion charts
    |42
    NB shows animated performance by day
  • 75. Setting up marketing campaign tracking
    Customisation technique 4
    | 43
  • 76. 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
  • 77. 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
  • 78. New May 2010 Google Adwords Beta
    46
  • 79. Modifying profile setup within “Google Analytics Settings”
    Customisation technique 5
  • 80. Setting up conversion goals
    • Remember to
    • 81. Setup multiple conversion goals
    • 82. Attach notional value to each
    • 83. Can then assess $Index value by referrer and content
    • 84. Ecommerce sites have specific product value attached so generally best not to add value to non-sales goal
    |48
    Consider additional goals – social bookmarking, commenting, catalogue requests, etc
    See Ran Nir: http://www.webanalyticsworld.net/2009/03/10-must-track-google-analytics-goals.html
    See also http://www.viget.com/engage/how-to-track-internal-links-in-google-analytics/
  • 85. New – 20 goals in GA so group them!
    |49
  • 86. Conversion funnels
    • These can be setup for each conversion goal
    • 87. Example: Email sign-up, Landing page, checkout
    • 88. Consider higher level funnels – or use conversion goals for these
  • Show me the money!
    51
    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
  • 89. Tracking on-site search
    | 52
    Coremetrics UK Retail benchmarks
    Tip. find the search query parameter from the URL of a search results page
  • 90. Q. What to look for in site search reports?
    |53
  • 91. Filters and profiles – use for site structure
    Process:
    Create Advanced segment to test filter.
    Create filter.
    Apply to a test profile (only used for testing purposes – can check in minutes).
    Create final profile and apply filter.
    Grant access to this profile
    To avoid a problem of 0 traffic there should be a master profile which NEVER has any filters applied.
    Further reading:
    http://www.advanced-web-metrics.com/blog/2009/12/09/how-to-choose-between-advanced-segments-versus-profile-filters-in-google-analytics/
    http://www.google.com/support/conversionuniversity/?hl=en
    http://services.google.com/analytics/breeze/en/accounts_profiles/index.html  
    http://services.google.com/analytics/breeze/en/filters/index.html
    http://code.google.com/apis/analytics/docs/concepts/gaConceptsAccounts.html
  • 92. Excluding staff access to data
    Single IP address
    Select Filter Manager
    Select “exclude all traffic
    from IP address”
    Use regular expression, e.g.
    176.168.1.1
    2. Range of IPs
    Ssimilar – use IP address tool at address below
    3. Exclude by cookie
    Has to be based on login page to intranet or similar.
    Sets variable identifying employee in cookie
    Exclude visitors with cookie from main profile.
    See Step 2: http://www.smartinsights.com/web-analytics/configuring-google-analytics-guide/
  • 93. Customisations that require server modifications
    Customisation technique 6
  • 94. Ecommerce tracking
    | 57
    And _trackTrans
    See http://www.davechaffey.com/blog/web-analytics/customising-google-analytics-for-your-business
  • 95. Using event tracking in GA
    • Use event tracking for finding how popular different activities are:
    • 96. Downloading documents (PDFs)
    • 97. Clicking outbound links
    • 98. Playing video clips
    • 99. Best script to apply :
    http://blog.immeria.net/2009/01/google-analytics-script-to-track.html
    Can also use Virtual Page Views but need to exclude False Page Views with additional profile – see http://www.viget.com/engage/how-to-track-internal-links-in-google-analytics/
  • 100. Engagement essential configuration:Event tracking
    Source: Google announces final rollout of Event tracking June 2009:
    http://analytics.blogspot.com/2009/06/event-tracking-now-available-in-all.html
    |59
  • 101. Custom variables in Google Analytics
    • Original called _setVarJavascript function on page that uniquely identifies these visitors. Sets cookie for 2 year period.
    • 102. Now _setCustomVar
    • 103. With up to 20 variables
    • 104. Possible applications:
    • 105. Different subscribers - bronze, silver, gold
    • 106. Customers vs non-customers
    Read more: http://code.google.com/apis/analytics/docs/tracking/gaTrackingCustomVariables.html
    60
  • 107. 5 AB and multivariate testing
    Introducing the Google Web Optimizer Tool
  • 108. Google Website Optimizer:7 key test types
    1. AB Test (ABC Test)
    • Compare 2 or more page versions
    2 Multivariate test
    • Compare different versions of page elements
    3 Split-path test
    • Compare 2 or more linear paths
    4 Multipath multivariate test
    • Multi-elements, multipages
    5 Do Anything Test
    • Measure multiple conversion goals
    6 Linger test
    • Measure engagement with page
    7 Click
    • Measure clicks on advertiser links or to an external checkout
    Read more: http://www.grokdotcom.com/2007/11/02/google-website-optimizer-7-powerful-tests/
  • 109. Google Website Optimizer case study
    Source: Moneyspyder blog (with permission):http://blog.moneyspyder.co.uk/2009/06/enhanced-google-website-optimiser.htmlx
  • 110. Combining event tracking with GWO
    Each variation / recipe in GWO is tracked as a separate event and can then be used to view more granular info – e.g. influence on AOV
    Source: Moneyspyder blog (with permission):http://blog.moneyspyder.co.uk/2009/06/enhanced-google-website-optimiser.htmlx
  • 111. Don’t give too much choice?!
    Six different jams. 40% of the customers stopped to taste. 30% of those bought.
    Twenty-four different jams. 60% of the customers stopped to taste. But only 3% bought! http://sivers.org/jam
  • 112. Autoglass case study
    Source: Craig Sullivan talking at EconsultancyMasterclass:
    http://www.smartinsights.com/blog/digital-marketing-strategy/online-marketing-masterclass-liveblogging
  • 113. TV Comparison
    TV - Off
    TV - On
    +2.4%
    +6.4%
    -1.3%
    +14.8%
  • 114. Another example
    +5.3%
  • 115. 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