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Google Analytics Presentation Transcript

  • 1. Website Optimalisatie @ Google Google Confidential and Proprietary René Nijhuis Web Analytics Specialist [email_address]
  • 2. Agenda
    • 1. De Usability van Google
    • 2. Marketing Effectiveness
    • 3. Website ‘Conversability’
    • 4. Voice of the customer
    • 5. Google Website Optimizer
    Google Confidential and Proprietary
  • 3. De Usability van Google Google Confidential and Proprietary
  • 4. Google Conversion framework Google Confidential and Proprietary Tried & tested
  • 5. Marketing Effectiveness
    • Having the right people entering your site
    Google Confidential and Proprietary
  • 6. Google Confidential and Proprietary 10 Marketing Effectiveness van Search Natuurlijke zoekresultaten Positie wordt bepaald door algoritmes Gesponsorde koppelingen AdWords advertentieprogramma Gebaseerd op veilingmodel X Positie wordt bepaald in de veiling gebaseerd op de relevantie van de advertentie, en het bedrag wat de adverteerder is bereid te betalen. = Kwaliteits-score CPC Positie
  • 7. ...en van contextueel en display... Google Confidential and Proprietary
  • 8. ...maar altijd inclusief de landingspagina. Google Confidential and Proprietary
  • 9. Bounces Google Confidential and Proprietary
  • 10. Landingspagina’s A/B testen in Adwords Google Confidential and Proprietary
  • 11. Website Conversability
    • Making sure those visitors convert
    Google Confidential and Proprietary
  • 12. Google Conversion framework Google Confidential and Proprietary Tried & tested
  • 13. Belangrijke pagina’s in je website Google Confidential and Proprietary
  • 14. Bereken per type pagina Google Confidential and Proprietary Bounce Rate: Exit Rate: Lost revenue: Bounce Rate: Exit Rate: Lost revenue: Bounce Rate: Exit Rate: Lost revenue:
  • 15. Bereken per type pagina Google Confidential and Proprietary Unique views: % of total visits: Lost revenue: Checkout starts: Checkout success: Funnel Visualization Lost revenue:
  • 16. Usability + Persuasion = Conversability Google Confidential and Proprietary Homepagina Category pagina Betaal-proces Productpagina Winkel- mandje ?% exit ?% exit Is dit wat ik nu wil? Werkt het? Kan ik vinden wat ik zoek? Belangrijkste bezoekersvragen: Vertrouw ik deze site? Is dit een goede aanbieding?
  • 17. Voice of the Customer
    • Find out what your visitors think
    Google Confidential and Proprietary
  • 18. Prachtig die rapportage... Google Confidential and Proprietary Komt funnel binnen Gaat funnel uit Bereikt doelpagina ...maar waarom?
  • 19. Verschillende gratis alternatieven... Google Confidential and Proprietary
  • 20. Test verschillende alternatieven Google Confidential and Proprietary
  • 21. Google Conversion framework Google Confidential and Proprietary Tried & tested
  • 22. Google Website Optimizer Google Confidential and Proprietary Multi-variate / AB testing tool Maakt combinaties met alternatieven Test welke versie beter converteert Test 8 pagina’s tegelijkertijd Ook in het Nederlands Gratis
  • 23. Multivariaat testen Google Confidential and Proprietary 1/3 bezoekers 1/3 bezoekers 1/3 bezoekers 8% voegt toe aan winkelwagen 14% voegt toe aan winkelwagen 25% voegt toe aan winkelwagen Bezoekers komen binnen Test verschillende versies van een specifieke pagina Bekijk welke variatie het meeste oplevert
  • 24. Case Study: Picasa download pagina Google Confidential and Proprietary
  • 25. 3 focuspunten, 4 hypothesen Google Confidential and Proprietary Hypothese #1: Altijd beter om voordelen te noemen dan product features. Hypothese #2: Links krijgen meer kliks dan buttons Hypothese #3: ‘ Gratis’ is aantrekkelijker dan ‘Probeer nu’ Hypothese #4: Product tonen is altijd beter.
  • 26. Drie eenvoudige tests Google Confidential and Proprietary OR? OR? OR? Find, organize and share your photos. Original (A) The easy way to share and manage your photos. No Picture New (B)
  • 27. Nieuwe pagina, 30% meer conversie. Google Confidential and Proprietary
  • 28. Website Optimizer Rapportage Google Confidential and Proprietary Combinatie 11 werkt het best! Staven geven verbetering weer t.o.v. origineel Originele landingspagina
  • 29. Conclusie & Resources Google Confidential and Proprietary
  • 30. De stadia van website optimalisatie Google Confidential and Proprietary 1. IDENTIFY 2. DIAGNOSE 3. TEST 4. IMPLEMENT Goal Isolate what problems are on a website and quantify the issue Determine why there is a problem by listening to customers and develop solutions to test Test solutions on live customers using A/B or multivariate Fix the problems across the site by implementing the winning solution Tools Website analytics with benchmarking
    • Survey tools
    • Click tracking
    • User groups
    • A/B testing
    • Multivariate testing
    Various Product Google Analytics 4Q, Kampyle Google Website Optimizer Various
  • 31. Resources
    • www.google.com/adwords
    • www.google.com/analytics
    • www.google.com/websiteoptimizer
    • Surveys:
    • www.kampyle.com
    • 4q.iperceptions.com
    Google Confidential and Proprietary
  • 32. Vragen? René Nijhuis [email_address] www.analytics.b z