Maximizing Online Performance by Dave Chaffey

Maximizing onlineperformance with analytics
Dave Chaffey, SmartInsights.com

Q. Which is your core analytics system?
1 Google Analytics
2 Adobe Online Marketing Suite (Omniture)
3 Coremetrics
4 Webtrends
5 Own data warehouse fed by above
6 Other
Q. What
About you?

Agenda
Improvement strategy
How are you doing?
Where are you going?
10 techniques you should be using in your (Google) Analytics
Some practical actions…
Segmenting
AB and MVT
Channel attribution
Mobile marketing
Email Remarketing
Social media marketing
Web analytics

About Dave Chaffey
Books
Qualifications:
Cert DigM and Dip DigM
Best practice guides
Analytics
advice, software
& consulting
www.smartinsights.com/presentations
Search &
conversion
consulting
www.clickthrough-marketing.com

http://www.smartinsights.com/blog/digital-marketing-strategy/10-reasons-for-digital-marketing-strategy

PositioningDifferentiate to the target segment’s needs
Different segments are motivated by different drivers
DRIVERS
Features that are important to customers and highly differentiated from the competition
‘HYGIENES’
Features that are important to customers but are provided by all competitors at a similar level
High
Relevance
Low
FOOLS GOLD
Features that are distinctive but do not drive customers’ loyalty to brand
NEUTRALS
Features that are irrelevant to customers
Low High
Differentiation
Source: Adapted from: Aufreiter, Elzinga, and. Gordon,2003

What is your brand personality?
Personality is the unique, authentic, and talkable soul of your brand that people can get passionate about.
Personality is not just about what you stand for, but how you choose to communicate it. It is also the way to reconnect your customers, partners, employees, and influencers to the soul of your brand in the new social media era.
Source:

What do customers want from an online presence?
Source: http://public.dhe.ibm.com/common/ssi/ecm/en/gbe03391usen/GBE03391USEN.PDF

How differentiated, clear is your value proposition?
http://www.smartinsights.com/blog/web-design/online-value-proposition-examples/

Key brand messages definedthroughout the customer journey

Is your content EXCEPTIONAL?

Is your content shareable, likeable, linkable?
http://www.smartinsights.com/blog/digital-marketing-strategy/tools-tracking-social-syndication/

Q. Ranking question – biggest challenges in analytics – rank in order please
Q. What
About you?
1 Getting resource to do the analytics
2 Getting resource to action the data (changes)
3 Tagging accuracy
4 Channel attribution
5 HiPPOs – senior management understanding and support

How are you doing?
Q. What
About you?
Source:

Source: http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/
http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/
http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/

How good is your keyphrase-level reporting?
Should show:
Potential demand from keyphrase estimators
Your actual performance (position, clicks, conversion, sales, value):
Paid – absolute and relative
Natural – absolute and relative
18

Q. How do we know when we’re generating value?Use these!
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

Multichannel attribution – who getsthe credit for sale?
Landing
Event
Campaign
Detail
Date
Onsite activity
Content
Click
SEO
“Sun Holiday”
14/01
Confirm
Purchase
View
MSN banner
“Winter sun”
15/01
Click
PPC
“Hotels in Kos”
23/01
Click
Tradedoubler
Partner X
24/01
View
Email
“Special Offer”
3/02
Direct
www.thomascook.com
4/02
Click
SEO
“Thomas Cook”
5/02
Source:

Source: Craig Sullivan independent survey 2009
|23

Content drilldown shows relativeeffectiveness of page types

TV Is your mindset “Optimize or Die?”
TV - Off
TV - On
+2.4%
+6.4%
-1.3%
+14.8%

Service message testing
+5.3%

What’s Bin Google Analytics
Advanced segments
Event tracking and events goals
Custom reports
GA Intelligence custom reports
Custom variables
The API
Multichannel funnels
New Google Analytics – see detailed review:
http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/new-google-analytics-beta-a-detailed-review/

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 Geography
Main markets
UK
US
FIGS
ROW
| 28

‘How to’ example of a custom segment
Notes:
1. Chose a Dimension of ‘Keyword’ and ‘matches exactly’ , ‘contains’ or RegEx for your brand names
2. No metrics are required.
3. Test the segment first, but you will need to enter a name for the segment to do this.
4. For brand name variants use “Matches regular expressions” and separate by a pipe symbol ‘|’.
5. Note that segments are specific to a profile initially – you may want to share them.
| 29

Custom reports

Event trackingExample
Source: http://www.smartinsights.com/analytics-conversion-optimisation-alerts/using-event-goals-google-analytics/

Using GA’s “Intelligence”
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/

E-retail example: http://www.e-nor.com/blog/index.php/web-analytics/google-analytics-gift-to-humanity-multiple-custom-variables/

The Google API and app gallery

Multichannel funnels
Source: http://cutroni.com/blog/2011/04/14/google-analytics-multi-channel-funnels/

Tip. Use Feedback tools“Why” not “What”
http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/

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” .
|37

http://whatusersdo.com/pv.php?mode=sample

Tracking session interactions
Source: www.clicktale.com, www.crazyegg.com
|39

Source: Craig Sullivan: http://www.slideshare.net/sullivac/

Mobile maximization case study - Belron

Mobile marketing potential – a case study

Guidance from project

There’s life in Email (RE)Marketing
1. Generic branded follow-up email : +10% conversion rate.
2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate.
3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate.
Source: http://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/

Let’s Connect! Questions & discussion welcome
Blog
www.smartinsights.com
Feeds
www.feedburner.com/smartinsights
Email Newsletter
www.smartinsights.com
uk.linkedin.com/in/davechaffey
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Maximizing Online Performance by Dave Chaffey

by Dave Chaffey on May 27, 2011

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