• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Google Analytics - Dave Chaffey
 

Google Analytics - Dave Chaffey

on

  • 4,032 views

Dr Dave Chaffey introduces practical techniques for configuring your Google Analytics tracking, customise your reports, and interpret your results so that you can implement those “quick win” ...

Dr Dave Chaffey introduces practical techniques for configuring your Google Analytics tracking, customise your reports, and interpret your results so that you can implement those “quick win” improvements essential for online marketing success

Statistics

Views

Total Views
4,032
Views on SlideShare
3,866
Embed Views
166

Actions

Likes
7
Downloads
0
Comments
0

5 Embeds 166

http://www.hallaminternet.com 55
http://www.shcl.co.uk 50
http://www.slideshare.net 39
http://www.hallam.biz 21
http://translate.googleusercontent.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Google Analytics - Dave Chaffey Google Analytics - Dave Chaffey Presentation Transcript

    • 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”
    • Engaging web users is tough!
    • About Dave Chaffey
      Best practice
      Qualifications
      Books
      Strategy &
      Analytics
      Portal & Software:
      www.smartinsights.com/beta
      Search &
      Conversion
      consulting
      Strategy
      consulting
    • 4
    • Agenda
      Mini case study
      1 Conversion optimisation strategy and planning
      • The REAN framework. The “Cult of Analytics”
      • Conversion optimisation strategy
      2 Google Analytics setup and customisation in 6 steps
      • 1. Working with reports
      • 2. Segmenting with advanced segments
      • 3. Creating custom reports and dashboards
      • 4. Setting up marketing campaign tracking
      • 5. Modifying profile and filter setup
      • 6. Customisations with server modifications
      • 3 A very brief intro to AB and MVT
      • Please ask questions after each section…
      • No question too simple or too advanced!
      |5
    • Case study Euroffice
      6
      Encourage search
      dominant visitors
      SEO and brand intro
      OVP
      Encourage browse
      dominant visitors
      “Reasons to return”
      OVP
      Social
      proof
    • Euroffice social presence
      7
    • Euroffice Email Examples
    • 1 Conversion (goal)optimization strategy
      Producing a plan defining:
      • Business goals and KPIs to improve?
      • Areas of site to focus on?
      • 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
      • Engage – Engage through relevant quality content mainly on your site, but also content syndicated to partner sites
      • Activate – Convert engagement into business value – generate leads and sales
      • Nurture – Build relationships throughout the customer lifecycle through online direct messaging (Email, Blogs, RSS Feeds and SMS messaging) and community content
      |10
    • REAN Questions
      • What would go on the REAN dashboard for you?
      • Reach:
      • Engage
      • Activate
      • Nurture
    • Examples of measures within REAN framework
      |12
    • How do we compare? Benchmarks
      Source: http://www.marketing-online.co.uk/wiki/Ecommerce_Conversion_Rates_Statistics
      |13
    • Coremetrics summary dashboard example
      14
    • 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
    • Sound advice…
      |16
    • Source: Craig Sullivan independent survey 2009
      |17
    • 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
    • Source: Craig Sullivan independent survey 2009
      |19
    • Tracking session interactions
      Source: www.clicktale.com
      See also:http://www.marketing-online.co.uk/wiki/Website_Visitor_Behaviour_Analysis_Tools
      |20
    • 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
    • Tip. Use Feedback tools“Why” not “What”
      22
      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” .
      |23
    • 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/
    • Working with reports in a smarter way
      Customisation technique 1
      | 25
    • 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
    • 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/
    • Example Pivot + Filter
      28
    • Page analysis technique : Reverse and forward path analysis
      |29
    • How effective is your scent?
      30
      Example SCENT TRAILS
      NEW CUSTOMER?
      <CUSTOMER-CENTRIC SERVICE NAMES>
      WHERE / HOW TO BUY?
      WHY CHOOSE US?
    • Segmenting your audience by setting up advanced segments
      Customisation technique 2
      | 31
    • Advanced segments – how it works
      |32
    • Advanced segments – some options
      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
      | 33
      See
      http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/segmenting-google-analytics/
      + By behaviour – search and browse
    • Advanced segmentation exampleSegmentation by Visitor Type
      Practical Tip
      Use Content Drilldown for understanding grouped content popularity
      But need DFA! URL Strategy
      |34
    • Advanced: Dimensionator for second page viewed
      35
      http://www.analyticspros.com/blog/googleanalytics/93-dimensionator-google-analytics-dimensions.html
    • Handy plugin for relative SEO changes
      Firefox plugin:
      http://www.juiceanalytics.com/writing/enhanced-google-analytics-firefox-plugin/
      |36
    • |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
    • Creating dashboards and custom reports within Google Analytics
      Customisation technique 3
      | 38
    • How do you use the dashboard??
      | 39
    • Custom reports beta (can overlay segmentation)
      |40
    • 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
    • Bubble ormotion charts
      |42
      NB shows animated performance by day
    • Setting up marketing campaign tracking
      Customisation technique 4
      | 43
    • 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
    • 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
    • New May 2010 Google Adwords Beta
      46
    • Modifying profile setup within “Google Analytics Settings”
      Customisation technique 5
    • Setting up conversion goals
      • Remember to
      • Setup multiple conversion goals
      • Attach notional value to each
      • Can then assess $Index value by referrer and content
      • 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/
    • New – 20 goals in GA so group them!
      |49
    • Conversion funnels
      • These can be setup for each conversion goal
      • Example: Email sign-up, Landing page, checkout
      • 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
    • Tracking on-site search
      | 52
      Coremetrics UK Retail benchmarks
      Tip. find the search query parameter from the URL of a search results page
    • Q. What to look for in site search reports?
      |53
    • 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
    • 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/
    • Customisations that require server modifications
      Customisation technique 6
    • Ecommerce tracking
      | 57
      And _trackTrans
      See http://www.davechaffey.com/blog/web-analytics/customising-google-analytics-for-your-business
    • Using event tracking in GA
      • Use event tracking for finding how popular different activities are:
      • Downloading documents (PDFs)
      • Clicking outbound links
      • Playing video clips
      • 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/
    • 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
    • Custom variables in Google Analytics
      • Original called _setVarJavascript function on page that uniquely identifies these visitors. Sets cookie for 2 year period.
      • Now _setCustomVar
      • With up to 20 variables
      • Possible applications:
      • Different subscribers - bronze, silver, gold
      • Customers vs non-customers
      Read more: http://code.google.com/apis/analytics/docs/tracking/gaTrackingCustomVariables.html
      60
    • 5 AB and multivariate testing
      Introducing the Google Web Optimizer Tool
    • 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/
    • Google Website Optimizer case study
      Source: Moneyspyder blog (with permission):http://blog.moneyspyder.co.uk/2009/06/enhanced-google-website-optimiser.htmlx
    • 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
    • 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
    • Autoglass case study
      Source: Craig Sullivan talking at EconsultancyMasterclass:
      http://www.smartinsights.com/blog/digital-marketing-strategy/online-marketing-masterclass-liveblogging
    • TV Comparison
      TV - Off
      TV - On
      +2.4%
      +6.4%
      -1.3%
      +14.8%
    • Another example
      +5.3%
    • 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