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Track Report & Optimize Your Web Creations
 

Track Report & Optimize Your Web Creations

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Peter Howley of Empirical Path delivered this presentation to the HTTQ web design and developers group in April 2013. Topics include counting conversions, segmenting audiences, testing ideas, and ...

Peter Howley of Empirical Path delivered this presentation to the HTTQ web design and developers group in April 2013. Topics include counting conversions, segmenting audiences, testing ideas, and sharing insights using Google Analytics, Optimizely, Klipfolio and other tools. Video also available at TBD.

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  • The typical digital measurement reportLacks context: vs. plan, vs. prior period, vs. goalLacks focus on target audienceLacks impact in $
  • Conversions are obvious for direct response advertisersTake some thinking for other advertisersCan track phone calls using tools like IfByPhoneCan use proxies for offline conversions like looking up dealer location
  • This publishing client didn’t sell anythingInstead, engagement matters for ad salesBig commitment to social mediaNeeded to justify real estate and tech investment for sharing tools
  • Event tracking reveals user actions that don’t create a pageviewReports allow correlation with content, traffic sources, geography, technology
  • Now client can see Goal Flow for any key segmentsShows drop-off among various steps on checkoutShows how many visits from each source, keyword, state, and other segment start and finish checkout
  • Client can also see how some campaigns “assist” conversion.For example, someone who first uses organic search to reach the site, then visits directly to subscribe later.Both channels can get credit.
  • All the measurement in the world is useless if you don’t do something.Split testing lets you apply learning from measurement.A way to settle debates on the best user experience.A way to continuously improve conversion rates.
  • This home fixtures client had a high performing home page.But a key internal landing page was less than half as effective.We studied the homepage stats to see what was working there.
  • We also studied the landing page stats to see where people clicked next.We joined the client and agency in brain-storming ways to improve the page.
  • This client kept it simple with a pre-post test, versus a true split test.Promotions helped the home page, so they added them to the landing page.
  • We compared the period after this change to the same weekdays before.Revenue per visit from visits that viewed the landing page jumped.The bounce rate – visits that started and ended on the page with no other clicks -- dropped
  • Conversion rate jumped.Revenue climbed among these visitors even though there were fewer of them, for external reasons.
  • This solar client drove outstanding organic traffic to a landing page.But they wanted the page to yield more conversions.We analyzed the landing page stats and drafted a “straw-man” copy and layout.
  • This solar client drove outstanding organic traffic to a landing page.But they wanted the page to yield more conversions.We analyzed the landing page stats and drafted a “straw-man” copy and layout.
  • This solar client drove outstanding organic traffic to a landing page.But they wanted the page to yield more conversions.We analyzed the landing page stats and drafted a “straw-man” copy and layout.
  • This client kept it too simple and tested our straw man concepts.Phone conversions were also tracked but not part of the split test.Pricing per watt moved the needle slightly!But other changes made no significant impact.Lessons: invest in high-quality test elements!
  • Segments can be anything that is worth tracking and studying Analytics track some out of the box: state, browser, monitor resolution, new v. returning, search engine keywordOthers you can customize based on visitor behavior
  • Our university client serves varying constituencies
  • It has developed specific content, calls to action, and conversions for each.We customized Google Analytics to cookie visitors for a number of weeks based on which Guide to Emory they select
  • Now all standard and custom reports can include these SegmentsHere are Goal completions for each segment, for instance.Could do Goal Completions by Segment by Traffic Source.Could do Pages per Visit as an engagement metric by Segment.
  • The most important segment is, which campaign brought the visitor?Empirical Path is just a modest B2B advertiser, but we pay for campaigns.
  • We’re also experimenting in every social medium.And we send digital measurement tips to our mailing list quarterly.
  • But we get the most visits and leads from our software and staffing partnerships.That’s a dozen or more campaigns; how can consumer advertisers track hundreds?
  • We recommend a spreadsheet tool to speed up “tagging” campaign landing pagesOften a Google Doc to be shared by everyone in an organization who creates inbound links.One row for each link or links, as granular as you want to go.E.g., email > November blast > lapsed customer list > top story > image link.Requires rules on naming and capitalization to be most effective.Can power more than one analytics tool when agencies and clients use many.
  • The tool adds some parameters to landing page URLs These don’t affect page load
  • Google Analytics tags add three to five dimensions to each campaign link.Most important for email marketing, which is counted as either “direct” or “referral”; it is neitherOpens up campaign reporting drill-down capabilities in Google Analytics and Clicky, for starters.But “garbage in, garbage out.”
  • Google Analytics tags add three to five dimensions to each campaign link.Most important for email marketing, which is counted as either “direct” or “referral”; it is neitherOpens up campaign reporting drill-down capabilities in Google Analytics and Clicky, for starters.But “garbage in, garbage out.”
  • Google Analytics tags add three to five dimensions to each campaign link.Most important for email marketing, which is counted as either “direct” or “referral”; it is neitherOpens up campaign reporting drill-down capabilities in Google Analytics and Clicky, for starters.But “garbage in, garbage out.”
  • As with testing, all the metrics in the world don’t help if decision-makers don’t see them.
  • Every analytics tool has a dashboard for those willing to log into the system.Customizing it with only the important reports – not defaults – boosts usage.
  • Everyone has email, and you can automatically schedule reports or dashboards this way.Not everyone opens messages and attachments.Some are frustrated because they can’t link to learn more.
  • Everyone has email, and you can automatically schedule reports or dashboards this way.Not everyone opens messages and attachments.Some are frustrated because they can’t link to learn more.
  • Everyone has email, and you can automatically schedule reports or dashboards this way.Not everyone opens messages and attachments.Some are frustrated because they can’t link to learn more.
  • Everyone has email, and you can automatically schedule reports or dashboards this way.Not everyone opens messages and attachments.Some are frustrated because they can’t link to learn more.
  • Lots of analytics tools allow access via mobile devices, too.Generally limited drill-down capabilities for the analytics geek in you.Webtrends, ClickyTouch, ChartBeat, Analytics App
  • Real-time tools like ChartBeat are increasingly popular.
  • Woopra adds live chat to a dashboard so you can reach out to visitors real-time.
  • Clicky has a stripped down display you could post in the plasma screen in the lobby.
  • Of course, Google Analytics won’t sit still.They have a beta real-time display so you don’t test other tools.
  • Any questions?

Track Report & Optimize Your Web Creations Track Report & Optimize Your Web Creations Presentation Transcript

  • @EmpiricalPathPeter Howley of Empirical Path@EmpiricalPath@phowley99
  • @EmpiricalPath‣ Introduction‣ Status Quo‣ Count Conversions‣ Segment Audiences‣ Test Ideas‣ Share Insights
  • @EmpiricalPath‣ Web analytics, market research andcampaign measurement‣ Founded in Washington DC in 2002‣ Atlanta, NM and DC offices‣ Founder led web analytics atwashingtonpost.com‣ Google Analytics Certified Partner‣ Webtrends Agency
  • @EmpiricalPath‣ Defend digital investment‣ Compare online to offline‣ Right-size digital investment‣ Re-allocate budget to most valuableactivities‣ Celebrate and reward successes‣ Learn from mistakes
  • @EmpiricalPathReports with little context that measureonly how many people entered thefunnel:‣ Impressions‣ Visits‣ Unique visitors‣ Friends‣ Followers
  • @EmpiricalPathMeasure how many times they completethe funnel (& achieve campaign goal):‣ Purchases‣ Social shares‣ Email signups‣ Contacts via form & phone‣ File downloads‣ Video views
  • @EmpiricalPath‣ Track user activity on pagesseparately from pageviews‣ Any Flash-driven element, like awebsite or Movie player‣ Embedded AJAX page elements‣ Page gadgets‣ File downloads‣ Clicks on links to other domains‣ Form submits without a uniquethank-you URL‣ Load times for data‣ Correct Bounce Rate by definingvisits with these user activities asnot Bounces
  • @EmpiricalPath‣ Category‣ Root level of event tracking and is the base level for sorting events‣ Collect similar actions together, e.g., Outbound Links, Downloads,Videos‣ Action‣ Descriptor for a particular event, described by any string you specify‣ Verb that describes what user did, e.g., Played, Clicked, Paused,Downloaded‣ Not just one per category‣ Label‣ Optional descriptor to provide further granularity‣ Often automatically passed based on code on page‣ Don’t record Page where event occurred; tracked automatically‣ Value‣ Numerical variable can have explicit or inferred values‣ Economic value of non-commerce action‣ Estimated value of unmeasured commerce action‣ Non-interactive parameter‣ Tells GA that an Event was not initiated by visitor‣ Counts single-page visits with only these Events in Bounce Ratecalculation
  • @EmpiricalPath‣ Core events reports in StandardReporting > Content section‣ Top Events lets you drill down fromCategories‣ Overview rolls up all Categories,Events, and Actions‣ Metrics on total & unique events‣ And any optional value tracked‣ Standard tabs also available‣ Site Usage: Visits, Avg. Duration, %New Visits‣ Ecommerce: Revenue, Transactions,Avg. Order Value
  • @EmpiricalPath‣ gaforflash is an ActionScript 3API for Google Analytics datacollection‣ 1st, add the gaforflash SWC toFlash CS3‣ Quit Flash CS3‣ Navigate to the location whereyou unzipped the GA zip and findthe swc‣ Create a "Google" directory‣ Copy the SWC file there
  • @EmpiricalPathpublic function handlePlayTime(event:Event):void{//Tracking elapsed time for video for event and pageviewtracker.trackEvent("Videos", "AutoPlayed","[VideoTitle]",PlayTime);tracker.trackPageview("/TDNB/[DomainName]/Videos/[VideoTitle]");}public function handleComplete(event:Event):void{tracker.trackEvent("Videos", "Completed", "[VideoTitle]");}public function handlePause(event:MouseEvent):void{var button:Button = event.target as Button;if (button.label == "Pause") {video.stop();button.label = "Resume";tracker.trackEvent("Videos", "Paused", "[VideoTitle]");} else {video.play();button.label = "Pause";tracker.trackEvent("Videos", "Resumed", "[VideoTitle]",ResumeTime);}}‣ Example Tracking:‣ http://stanfordhospital.org/events/awareness/stroke.html‣ http://test.empiricalpath.com/ga-youtube2.html
  • @EmpiricalPath‣ Example Reporting:‣ https://www.google.com/analytics/web/?#realtime/rt-event/a12625662w34163983p33420663/%3Ffilter.list%3D40%3D%3Dyoutube-video%25253A3Sk7cOqB9Dk%3B
  • @EmpiricalPathOnlycumulativeshare dataOnlycumulativeshare data
  • @EmpiricalPathHard Way: Manual_gaq.push([_trackSocial,network, socialAction,opt_target, opt_pagePath]);SOURCE: https://developers.google.com/analytics/devguides/collection/gajs/gaTrackingSocialEasy Way: Google +Do nothing (but get only G+ SocialActions)Easy Way: AddThis<!-- AddThis Button BEGIN --><a class="addthis_button"href="http://addthis.com/bookmark.php?v=250"><imgsrc="http://s7.addthis.com/static/btn/v2/lg-share-en.gif" width="125"height="16" alt="Bookmark andShare" style="border:0"/></a><script type="text/javascript">var addthis_config = {data_ga_property: UA-xxxxxx-x,data_ga_social: true};</script><script type="text/javascript"src="http://s7.addthis.com/js/250/addthis_widget.js"></script><!-- AddThis Button END -->Easy Way: Google +Do nothing (but get GA Events, notSocial Actions)
  • @EmpiricalPathSOURCE: https://developers.google.com/analytics/devguides/collection/gajs/gaTrackingSocialTwitter Tweets1. Implement a twitter button on your page :<a href="http://developers.google.com/analytics" class="twitter-share-button" data-lang="en">Tweet</a><script type="text/javascript" charset="utf-8">window.twttr = (function (d,s,id) {var t, js, fjs = d.getElementsByTagName(s)[0];if (d.getElementById(id)) return; js=d.createElement(s); js.id=id;js.src="//platform.twitter.com/widgets.js"; fjs.parentNode.insertBefore(js, fjs);return window.twttr || (t = { _e: [], ready: function(f){ t._e.push(f) } });}(document, "script", "twitter-wjs"));</script>2. Use Twitters Web Intents Javascript Events3. Bind a callback function to the Intent Event4. Wrap event bindings in a callback function to ensure everything has loaded beforebinding events.function trackTwitter(intent_event) {if (intent_event) {var opt_pagePath;if (intent_event.target && intent_event.target.nodeName == IFRAME) {opt_target = extractParamFromUri(intent_event.target.src, url);}_gaq.push([_trackSocial, twitter, tweet, opt_pagePath]);}}//Wrap event bindings - Wait for async js to loadtwttr.ready(function (twttr) {//event bindingstwttr.events.bind(tweet, trackTwitter);});Facebook Likes1. Set up a Like button on your page using thefollowing code<scriptsrc="http://connect.facebook.net/en_US/all.js#xfbml=1"></script><fb:like></fb:like>2. Subscribe to Facebooks edge.create event3. Create a callback function to execute the GoogleAnalytics tracking code.FB.Event.subscribe(edge.create, function(targetUrl) {_gaq.push([_trackSocial, facebook, like,targetUrl]);});Facebook SharesFB.Event.subscribe(message.send, function(targetUrl){_gaq.push([_trackSocial, facebook, send,targetUrl]);});Facebook UnlikesFB.Event.subscribe(edge.remove, function(targetUrl) {_gaq.push([_trackSocial, facebook, unlike,targetUrl]);});
  • @EmpiricalPathNOTE: All data disguised
  • @EmpiricalPathNOTE: All data disguisedShow all, new,returning, orcampaign, etc.visitsShow all, new,returning, orcampaign, etc.visits
  • @EmpiricalPathNOTE: All data disguised
  • @EmpiricalPathGA Debug (Chrome) WASP (Firefox)
  • @EmpiricalPathCharles (any) Fiddler (any)
  • @EmpiricalPathObservePoint (Chrome) ObservePoint (Firefox)
  • @EmpiricalPathExperiment with ideas and useconversion rate in key segments to picka winner:‣ Landing Page‣ Ad Copy‣ Home Page‣ Offer‣ Discount‣ Button color
  • @EmpiricalPathAbove-the-foldcall-to-action23% of next clicksfrom thehomepage are topromotions23% of next clicksfrom thehomepage are topromotions23% of next clicksfrom thehomepage are topromotions23% of nextclicks from thehomepage areto promotions
  • @EmpiricalPathCarouseldominatesabove-the-foldCopy pusheseverythingbut Carouselbelow fold79% of pageviews areentries to thesite
  • @EmpiricalPath
  • @EmpiricalPathRevenue perPageviewshot upBounce rateimprovedPageviewsdropped asclient cutPPCNOTE: Period data disguised
  • @EmpiricalPathVisits viewingpage spent 32%more despitefalling 73%Oh yeah!NOTE: Period data disguised
  • @EmpiricalPath
  • @EmpiricalPathWinnerExcellent lift inconversion rate
  • @EmpiricalPathDownplay;few click butmost of thosecome backShrink;pushesproducts &prices downShrink;pushesproducts &prices downKeep; manyentrancesclickLose; drawseye fromproduct art &headline
  • @EmpiricalPath
  • @EmpiricalPathTesting Tool Pros Cons Estimated CostsContent Experiments Free No worries re: over-sampling Easy to use Part of existing GA login and codebase No support but GACPs likeEmpirical Path No multi-variate testing Non-intuitive splits between tests &control No visual WYSIWYG editor No targeting Free Includes heatmaps & clickmaps Multi-variate testing Visual WYSIWYG editor Includes targeting GA integration Customer support via email only $49/mo for 10k UVs/mo $249/mo for 100k UVs/mo $1,700/mo for 1M UVs/mo Live customer support Multi-variate testing Visual WYSIWYG editor Forrester “strong performer” Includes targeting GA integration Lacks heatmaps & clickmaps Smaller early-stage firm $71/mo for 10k UVs/mo $359/mo for 100k UVs/mo $1,999/mo for 1M UVs/mo Deep support team at Adobe Forrester “leader” Includes targeting Essentially requires costly supportteam Worst references in Forrester study No GA integration $900-$1,300/mo with substantialincremental costs for each “mbox”(the area where split-test isexecuted, such as a graphic that isbeing tested) Deep support team Forrester “leader” Fixed fee lets you test ad nauseum High total cost Weak on integrations “Six-figures” per year
  • @EmpiricalPathCreatevariationsEdit, add,moveelements
  • @EmpiricalPathMultiplesuccessmetricsFor eachsuccessmetric
  • @EmpiricalPathMeasure conversion rate for each keysegment of visitors.‣ Traffic source (PPC, email, SEO)‣ Geography‣ Loyalty (new, returning)‣ Answers to survey questions‣ Content interest‣ Prior purchase
  • @EmpiricalPathUniquecontent foreach audience
  • @EmpiricalPath<script type="text/javascript">var _gaq = _gaq || [];_gaq.push([_setAccount, UA-xxxxxxx-1]);_gaq.push([_setCustomVar,1, Visitor Type,Prospective Student,1]);_gaq.push([_trackPageview]);(function() {var ga = document.createElement(script); ga.type =text/javascript; ga.async = true;ga.src = (https: == document.location.protocol ?https://ssl : http://www) + .google-analytics.com/ga.js;var s = document.getElementsByTagName(script)[0];s.parentNode.insertBefore(ga, s);})();</script>
  • @EmpiricalPathNOTE: All data disguisedRow for eachsegment…inany reportConversionrates formultiple goals
  • @EmpiricalPath
  • @EmpiricalPath
  • @EmpiricalPath
  • @EmpiricalPath1 row for eachlink or set oflinks worthtrackingTies in otheranalyticstoolsTells analyticswhichchannelworked
  • @EmpiricalPath
  • @EmpiricalPathRevenueOtherConversions
  • @EmpiricalPath
  • @EmpiricalPath
  • @EmpiricalPathGet analytics reports, findings &recommendations to decision-makers‣ Build useful dashboards‣ Email reports automatically‣ Update spreadsheets automatically‣ Try out mobile apps‣ Display real-time metrics
  • @EmpiricalPath
  • @EmpiricalPath
  • @EmpiricalPath
  • @EmpiricalPath
  • @EmpiricalPath
  • @EmpiricalPathWebtrendsClickyTouchChartBeatAnalytics App
  • @EmpiricalPath
  • @EmpiricalPath
  • @EmpiricalPath
  • @EmpiricalPath
  • @EmpiricalPathQuestions now?Questions later:‣ info@empiricalpath.com‣ @EmpiricalPath or @phowley99‣ Facebook.com/EmpiricalPath‣ +Empirical Path Page