Ga-Konferenz-2011 Clancy Childs_Improving your business with GA

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Ga-Konferenz-2011 Clancy Childs_Improving your business with GA

  1. 1. 3 Things to Do With Google Analytics Google Analytics Konferenz, Wien, September 29th 2011Clancy ChildsEMEA Manager, Google Analytics Google Confidential and Proprietary 1
  2. 2. Web Analytics http://f1me.net Google Confidential and Proprietary
  3. 3. In the Beginning… Google Confidential and Proprietary
  4. 4. What Came Next Google Confidential and Proprietary
  5. 5. The Three Main Web Analytics Activities Business Intelligence •  Executive Dashboards & Competitive Benchmarking •  Quarter on Quarter / Year on Year Comparisons •  General Health of the Online Business Traffic Optimisation •  ROI Monitoring Across Campaigns •  Discovery of New Keywords •  Tie Conversions to Traffic Sources Conversion Rate Improvement •  Identify Inefficient Parts of the Website •  Test Improvements to Help Usability •  Tune Messaging to Appeal to Customer Segments Google Confidential and Proprietary
  6. 6. Business Intelligence Google Confidential and Proprietary
  7. 7. My Definition Actionable Metrics Business Intelligence Executive Visibility Google Confidential and Proprietary
  8. 8. Actionable Metrics•  Must align with your business objectives. •  An Ecommerce site should focus on sales rather than visitors. •  A good tech support site might have a high bounce rate!•  Must pass the “So What?” test. •  For a change to any metric, if you can’t answer “So what?” with a reason of how it affects this business, then it is not a good metric.•  Must be able to be affected by the business. •  If a metric changes in the “wrong” direction, can you fix it?•  Should be refreshed frequently. •  Your business changes, so should your measurements. Google Confidential and Proprietary
  9. 9. Executive Visibility Google Confidential and Proprietary
  10. 10. How Big Should Our Dashboard Be? 7±2Fit on a single computer screen with no scrolling A single page of A4 paper Google Confidential and Proprietary
  11. 11. Dashboard Delivery in Google Analytics Google Analytics Export API Etc. Google Confidential and Proprietary
  12. 12. Traffic Optimisation Google Confidential and Proprietary
  13. 13. Traffic Optimisation Quantity & Quality Google Confidential and Proprietary
  14. 14. Intelligent Search Advertising  Hold your campaigns and keywords accountable  Calculate Return on Investment / Return on Ad Spend  Instead of budgeting, managing advertising to a Cost Per Acquistion target Google Confidential and Proprietary
  15. 15. Intelligent Search Advertising   Identify converting organic keywords with low visits   Learn what your users are searching for on your site Google Confidential and Proprietary
  16. 16. Organic Search Google Confidential and Proprietary
  17. 17. Social Engagement Google Confidential and Proprietary
  18. 18. But we are only looking at a small part of the story! Most marketers today rely on 3-5 marketing touches per campaignSource: InfoTrends, October 2010 Google Confidential and Proprietary 18
  19. 19. Multi-Channel Funnels Google Confidential and Proprietary
  20. 20. The Anatomy of a Conversion Last Interaction Time Lag Overall Path (Time to Convert) Length: 4 Assist Interactions First Interaction Google Confidential and Proprietary 20
  21. 21. Conversion Rate Improvement Google Confidential and Proprietary
  22. 22. The Components of Conversion Rate Improvement Tried & tested Google Confidential and Proprietary
  23. 23. How Do You Decide on Site Design? The HiPPO: Highest Paid Person’s Opinion Google Confidential and Proprietary
  24. 24. Using the Scientific Method 5. Implement and Refine 1. Analyse Data 4. Run a Test 2. Identify Problems 3. Build a Hypothesis Google Confidential and Proprietary
  25. 25. Success Story: Cottages4You Checkout Process Resulted in a 21% increase in users going on to the next stage of checkout. Google Confidential and Proprietary
  26. 26. Recap Google Confidential and Proprietary
  27. 27. The Three Main Web Analytics Activities Business Intelligence •  Executive Dashboards & Competive Benchmarking •  Quarter on Quarter / Year on Year Comparisons •  General Health of the Online Business Traffic Optimisation •  ROI Monitoring Across Campaigns •  Discovery of New Keywords •  Tie Conversions to Traffic Sources Conversion Rate Improvement •  Identify Inefficient Parts of the Website •  Test Improvements to Help Usability •  Tune Messaging to Appeal to Customer Segments Google Confidential and Proprietary
  28. 28. Where to Get Help Google Confidential and Proprietary
  29. 29. Danke! Google Confidential and Proprietary

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