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Google Analytics User Conference2013#GAUC2013Optimisation with Google AnalyticsAisling Purcell
Google Analytics User Conference 2013 #GAUC2013Why do we test?
Google Analytics User Conference 2013 #GAUC2013IncreaseConversions,Reduce RiskManipulate &Improve CustomerJourneyDecision ...
Google Analytics User Conference 2013 #GAUC2013How canGoogle Analyticsassist withOptimisation?
Google Analytics User Conference 2013 #GAUC2013BouncesclicksubmitNameAddPhone
Google Analytics User Conference 2013 #GAUC2013submitNameAddPhonesubmitNameAddPhonesubmitNameAddPhonesubmitNameAddPhoneVis...
Google Analytics User Conference 2013 #GAUC2013submitNameAddPhonesubmitNameAddPhoneEvent Trackingclick click???
#GAUC2013Contact UsFlights to New ZealandFlight 1Name:Email:Phone:Booking FormFlight 2Flight 3EventEventSUBMITEvent1 2Even...
Google Analytics User Conference 2013 #GAUC2013clickclickvsGoogle Analytics Content Experiments
Google Analytics User Conference 2013 #GAUC2013
Google Analytics User Conference 2013 #GAUC2013Advanced
Google Analytics User Conference 2013 #GAUC2013submitNameAddPhonesubmitNameAddPhonesubmitNameAddPhonesubmitNameAddPhonesub...
Google Analytics User Conference 2013 #GAUC2013
Google Analytics User Conference 2013 #GAUC2013The impact of Multi-Screen
Google Analytics User Conference 2013 #GAUC2013Number of Androidphones activateddaily1.2 millionNumber ofbabies bornper da...
Google Analytics User Conference 2013 #GAUC2013Consistency
Google Analytics User Conference 2013 #GAUC201390%Use multiple screenssequentially toaccomplish a taskover time98% move be...
Google Analytics User Conference 2013 #GAUC2013When should I startoptimising my mobile landingpages?
Google Analytics User Conference 2013 #GAUC2013Advertising	  CostMobile TrafficMobile Conversions
Google Analytics User Conference 2013 #GAUC2013Intent & Purpose
Google Analytics User Conference 2013 #GAUC2013Device Location Time ComplexityLanding Page Design
Google Analytics User Conference 2013 #GAUC2013Avg. time spentper interaction17MinutesSmartphone30MinutesTablet39 MinutesP...
Google Analytics User Conference 2013 #GAUC2013Multi-ScreenLanding Page Tips
Google Analytics User Conference 2013 #GAUC2013Standard Website (PC/Laptop)• What landing pages work / don’t work currentl...
Google Analytics User Conference 2013 #GAUC2013Desktop Landing PageContact UsFlights to New ZealandFlight 1Name:Email:Phon...
Google Analytics User Conference 2013 #GAUC2013Tablet Users• Do your tablet users convert or browse?• What content can you...
Google Analytics User Conference 2013 #GAUC20131300 000 000Name:Email:Get Updatesinfo@company.comSimple formContact detail...
Google Analytics User Conference 2013 #GAUC2013Mobile Traffic• Do you have a mobile-specific landing page orresponsive websi...
Google Analytics User Conference 2013 #GAUC2013Identify the value of mobile traffic:
Google Analytics User Conference 2013 #GAUC2013What users want from mobile• 61% of users will quickly leave a poor mobile ...
Google Analytics User Conference 2013 #GAUC2013Flights to New ZealandFlight 1Flight 2Flight 3Email Results1300 999 000Mobi...
Google Analytics User Conference 2013 #GAUC2013It doesn’t need to becomplicated
#GAUC2013
#GAUC2013
Google Analytics User Conference 2013 #GAUC2013+12.50% Improvement
Google Analytics User Conference 2013 #GAUC2013For More OptimisationExamples:youtube.com/lovesdata
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Optimisation with Google Analytics

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Aisling Purcell's presentation from the Google Analytics User Conference in Sydney and Melbourne in 2013. The presentation covers how to optimise your landing pages using Google Analytics and best practices to increase conversions and improve usability.

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Transcript of "Optimisation with Google Analytics"

  1. 1. Google Analytics User Conference2013#GAUC2013Optimisation with Google AnalyticsAisling Purcell
  2. 2. Google Analytics User Conference 2013 #GAUC2013Why do we test?
  3. 3. Google Analytics User Conference 2013 #GAUC2013IncreaseConversions,Reduce RiskManipulate &Improve CustomerJourneyDecision MakingBased On Data
  4. 4. Google Analytics User Conference 2013 #GAUC2013How canGoogle Analyticsassist withOptimisation?
  5. 5. Google Analytics User Conference 2013 #GAUC2013BouncesclicksubmitNameAddPhone
  6. 6. Google Analytics User Conference 2013 #GAUC2013submitNameAddPhonesubmitNameAddPhonesubmitNameAddPhonesubmitNameAddPhoneVisitor Flowclick click click
  7. 7. Google Analytics User Conference 2013 #GAUC2013submitNameAddPhonesubmitNameAddPhoneEvent Trackingclick click???
  8. 8. #GAUC2013Contact UsFlights to New ZealandFlight 1Name:Email:Phone:Booking FormFlight 2Flight 3EventEventSUBMITEvent1 2EventEvent TrackingGoogle Analytics User Conference 2013 #GAUC2013
  9. 9. Google Analytics User Conference 2013 #GAUC2013clickclickvsGoogle Analytics Content Experiments
  10. 10. Google Analytics User Conference 2013 #GAUC2013
  11. 11. Google Analytics User Conference 2013 #GAUC2013Advanced
  12. 12. Google Analytics User Conference 2013 #GAUC2013submitNameAddPhonesubmitNameAddPhonesubmitNameAddPhonesubmitNameAddPhonesubmitNameAddPhonesubmitNameAddPhoneContent targetingclickTarget content based on visitor behaviourclickclickclick clickclickClick on New Zealand holidaysTraffic source, Queensland AdWords Ad
  13. 13. Google Analytics User Conference 2013 #GAUC2013
  14. 14. Google Analytics User Conference 2013 #GAUC2013The impact of Multi-Screen
  15. 15. Google Analytics User Conference 2013 #GAUC2013Number of Androidphones activateddaily1.2 millionNumber ofbabies bornper day300,000Source: Google Think Insights, Sep 2012
  16. 16. Google Analytics User Conference 2013 #GAUC2013Consistency
  17. 17. Google Analytics User Conference 2013 #GAUC201390%Use multiple screenssequentially toaccomplish a taskover time98% move between devices that same daySource: Google with Ipsos, multi-screen world, August 2012
  18. 18. Google Analytics User Conference 2013 #GAUC2013When should I startoptimising my mobile landingpages?
  19. 19. Google Analytics User Conference 2013 #GAUC2013Advertising  CostMobile TrafficMobile Conversions
  20. 20. Google Analytics User Conference 2013 #GAUC2013Intent & Purpose
  21. 21. Google Analytics User Conference 2013 #GAUC2013Device Location Time ComplexityLanding Page Design
  22. 22. Google Analytics User Conference 2013 #GAUC2013Avg. time spentper interaction17MinutesSmartphone30MinutesTablet39 MinutesPC/Laptop
  23. 23. Google Analytics User Conference 2013 #GAUC2013Multi-ScreenLanding Page Tips
  24. 24. Google Analytics User Conference 2013 #GAUC2013Standard Website (PC/Laptop)• What landing pages work / don’t work currently?• Are calls-to-action clear and compelling?Get a Quote Call 1300 000 000Contact UsPDF
  25. 25. Google Analytics User Conference 2013 #GAUC2013Desktop Landing PageContact UsFlights to New ZealandFlight 1Name:Email:Phone:Booking FormFlight 2Flight 3Desktop conversionTargeted contentStrongheadingsSUBMIT1 2Instinctive placements
  26. 26. Google Analytics User Conference 2013 #GAUC2013Tablet Users• Do your tablet users convert or browse?• What content can you adapt for tablet-specificlanding page?1300 000 000Name:Email:Get Updatesinfo@company.com
  27. 27. Google Analytics User Conference 2013 #GAUC20131300 000 000Name:Email:Get Updatesinfo@company.comSimple formContact detailsConsider swipe/scrollTablet appropriateconversion
  28. 28. Google Analytics User Conference 2013 #GAUC2013Mobile Traffic• Do you have a mobile-specific landing page orresponsive website design?• What content is important for your mobile traffic?• What conversions are appropriate for yourmobile users?1300 000 000More Details
  29. 29. Google Analytics User Conference 2013 #GAUC2013Identify the value of mobile traffic:
  30. 30. Google Analytics User Conference 2013 #GAUC2013What users want from mobile• 61% of users will quickly leave a poor mobile site• 79% will then search for your competitors• 67% are more likely to purchase if a site ismobile-friendly• 75% will revisit a site on their mobileremembering it was mobile friendlySource: Google Think Insights, Sep 2012
  31. 31. Google Analytics User Conference 2013 #GAUC2013Flights to New ZealandFlight 1Flight 2Flight 3Email Results1300 999 000Mobile Landing PageMobile-friendlyconversionsReduce imagesizesSimplify contentClickable phonenumbers
  32. 32. Google Analytics User Conference 2013 #GAUC2013It doesn’t need to becomplicated
  33. 33. #GAUC2013
  34. 34. #GAUC2013
  35. 35. Google Analytics User Conference 2013 #GAUC2013+12.50% Improvement
  36. 36. Google Analytics User Conference 2013 #GAUC2013For More OptimisationExamples:youtube.com/lovesdata

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