Conversion Tracking with Google Analytics

Conversion Tracking
Tatvic Interactive
Ravi Pathak | ravi@tatvic.com | 988-656-2617

$200 for death !

Need for Conversion Tracking
“I know that half of my advertising budget is completely wasted, I’m just not sure which half.”
Lord Leverhulme, Founder of Unilever
“If you build a website, you must have a solid reason for doing so . . . It is crucial to understand how well it works—failure to do so is a waste of time and money.”
Hurol Inan, Author of Measuring the Success of your Website
“It has long been said you cannot manage what you cannot measure. Nowhere is this more true than on the web where examining what works and what doesn’t directly influences the bottom line.”
Gartner Group

Agenda
Process of Tracking
Goal Tracking & Segmentation Case Study
Internal Site Search Case Study
Radio Campaigns Case Study

Process of Conversion Tracking

Agenda
Process of Tracking

Goal Tracking and Segmentation
Objective/Problem
We have changed our website content to engage visitors from metro areas. Are these visitors providing me more leads?
KPI/Metrics
Lead Conversion Funnel by Metro vs. Non metro
Lead Conversion Funnel by Engaged Visitors

Successful Goal Tracking
Return + Metro
Old Site Traffic
>5 mins+ Metro

Goal Tracking & Segmentation
Inferences
Return visits from metro convert at 11% vs. Old website’s conversion rate of 7%
Visits that spend 5 mins or more are 3 times more likely to convert.
Actions
Increase Adword-spend in metro regions
Find what is most popular content for visits taking more than 5 mins and expand that

Agenda
Process of Tracking

Internal Site Search
Objective/Problem
Is my Internal Site Search working well ?
Do I need to switch to a better Custom Site Search Tool ?
KPI/Metrics
Per Visit Value($$ Revenue / Visits)
Exit Rate after Internal Site Search
Time Spent after Internal Site Search

Internal Site Search(contd..)
Inferences
23% of internal Site search exits immediately after searching on site
Users spend 5.5 mins after searching for a keyword

Internal Site Search
The visits that use site search produces 10 times more Per visit value (revenue/visit) as compared to those visits that don't use ISS

Analysis/Actions
Every 4th visit that uses Internal Site Search end up exiting the site, the value of which is $31
Opportunity cost of not improving efficiency of site search is huge.
Use internal site search engine that provides relevant results for the users.

Agenda
Process of Tracking

Radio Campaign Tracking
Objective/Problem
“We are advertising on Radio Channels, how can we track the Return On Investment (ROI) for 2 different Radio Channels?”
KPI/Metrics
No. of Leads by Radio channel
Goal Value Per Lead by Radio channel
Cost of Advertising for Radio Channel

Tracking Schema
URL : samplesite.com/radioabc
URL : samplesite.com/radioabc
Re-Directed URL : samplesite.com/?utm_campaign=radiostationname&utm_source=city&utm_content=Adtype&utm_medium=date

Radio Campaign Analysis
Inferences
Conversion rate for Radio ABC is significantly better than XYZ
Although Radio XYZ send little less than twice as much traffic to web property , ROI was low at 132% vs. 217% for Radio ABC

Radio Campaign Analysis /Actions
Actions
Increased Ad Spent on Radio ABC due to higher ROI.
Further Analyze the Ad copy for the same radio channel to increase the copy effectiveness.
Further Analyze traffic pattern to select days on which to Advertize

About Tatvic
Services
Google Analytics Customizations
Google Analytics Enterprise Level Implementation
Landing Page Optimization (Increase Conversion Rate)
Data Modeling, Behavioral Analytics, Customer Life Cycle Analysis
Contact
Email : analytics@tatvic.com
Twitter : @tatvic

http://www.webanalyticsindia.net	1579
http://mayank.name	27
http://www.slideshare.net	15
http://translate.googleusercontent.com	3
http://localhost	2
http://webcache.googleusercontent.com	1
http://feeds.feedburner.com	1
http://feeds2.feedburner.com	1

Conversion Tracking with Google Analytics

by anilv13 on Sep 08, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

8 Embeds 1,629

Statistics

Conversion Tracking with Google Analytics — Presentation Transcript