Measuring Success with Google Analytics - which traffic sources are more likely to convert?
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Measuring Success with Google Analytics - which traffic sources are more likely to convert?

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Eli van der Giessen rips apart the David Suzuki Foundation’s recent action alert and uses it as a case study to demonstrate how to use Google Analytics goal-tracking and link tagging to measure ...

Eli van der Giessen rips apart the David Suzuki Foundation’s recent action alert and uses it as a case study to demonstrate how to use Google Analytics goal-tracking and link tagging to measure which traffic sources are most useful. Which group is more likely to complete an action? Email subscribers or Facebook Like-ers?

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  • \n
  • Provided venue FREE for last month and this month too. Until mid March, when they open W2 Woodwards.\n
  • \n
  • \n
  • \n
  • 85+ monthly meetups\n
  • Nerd times!\n
  • So, you think the topic is boring? OR....\n\n
  • TERRIFYING!\n
  • \n
  • Our time is precious. Let’s not waste it by investing our time in the wrong strategies. Only have enough time to deal with two marketing/communications channels? This case study should help you figure our which channel brings you the most value.\n
  • \n
  • A standard petition.\n\nProtesting the Senate’s veto-ing of Bill C-311 The Climate Change Accountability Act. \nThe Act would have made government accountable for putting in place the solutions to reduce global warming emissions to safe levels – in line with targets that leading scientists say are necessary to avoid the devastating consequences of uncontrolled climate change.\n
  • The secret sauce to any petition is the share feature.\nIt’s the core of list growth for many organizations.\n\n
  • Share on FB and Twitter, plus an email form.\n
  • And now we REALLY get into data nerdiness\n
  • \n
  • WHAT WE’RE MEASURING: what % of visitors to the action alert landing page completed the form and sent an email to the Prime Minister.\n\nNOTE: I didn’t track Twitter with a tracking URL, so I only see traffic generated by people using the website. Tweetdeck, Twitterific and other applications don’t show up. I also did not track the share-with-a-friend-by -email link.\n
  • But what does it mean? Sometimes we have to make educated guesses.\nAnd the data is NEVER 100% accurate. It’s mostly useful as a rough measurement and for comparing changes vs. real numbers. Ie.) When Google Analytics says you have 100,000 visitors it’s lying, but you can trust it if it sez your traffic has gone up or down 10%. Relative measures vs. hard numbers.\n
  • \n
  • \n
  • What can we learn from all this?\n\n+ Email tends to have a higher conversion rate than web traffic. Use it! BUT, emails with several links don’t drive clicks (see Science Matters)\n\n+ Facebook is now the largest driver of traffic to the advocacy pages, and may actually convert at a higher rate than our general email list.\n\n+DSF homepage drove traffic, but converted very badly. General audience hard to target\n
  • Ouch!\nLet’s wash out brains off after all that hard work.\n
  • \n
  • \n
  • Go into your Google Analytics Settings and add a new goal.\nYou need to have a separate URL for each step and can’t leave your domain.\n\nGoogle Help: How to setup goals and funnels. http://goo.gl/bbWoz\n
  • Stay with me! We’re almost there!\n
  • \n
  • The tagged URL is gibberish!\nBut you don’t need to create these manually.\n
  • URL-builder: http://goo.gl/v4vQk\n
  • And you’re done!\n\n
  • You’ve probably heard about Groupon, the daily deal site that offers discounts if a minimum number of purchase commitments are made. They’ve already got 18 million subscribers and are continuing to grow rapidly. But did you know that Groupon evolved out of  the social-change focused online community The Point?\n•How can nonprofits and social entrepreneurs make use of Groupon and Groupon-like sites?\n•What’s the best way to structure the deal?\n•Is it right for you and your organization?\n\n\n
  • Join panelists Annalea Krebs of ethicalDeal and Chris Mathieson of the Vancouver Police Museum as they share their experiences from both the business and client sides of the relationship.\nethicalDeal launched a daily deal with the David Suzuki Foundation this morning. (Tuesday, December 7)\nAnnalea Krebs is a passionate social entrepreneur whose vision and energy to build a brighter, more sustainable future inspires those around her. She believes that business can be a powerful force for change, and loves companies that are built to make the world better. For Annalea, ethicalDeal is an opportunity to introduce more people to sustainable businesses, products & services.\nChris Mathieson is the Executive Director of the Vancouver Police Museum, a self-funded charity that has seen incredible growth (from 3000 to 25,000 visitors a year) over the last five years, partly by being unafraid to take small risks in social media and other emerging technologies.\nA few additional notes from Chris:\n“- We’ve offered two Groupons since they launched in the Vancouver, one for museum admission and one for our “Sins of the City” walking tour. Both offers were very carefully crafted to benefit us while minimizing our risks, something some companies don’t seem to be doing. Both were significant successes for us, but only because we were thoughtful about what we were doing. (We hope…)”\n
  • \n
  • \n
  • I’ll be presenting at Social Media Marketing Unplugged in January.\nBefore & Up to Dec 20: $159\n

Measuring Success with Google Analytics - which traffic sources are more likely to convert? Presentation Transcript

  • 1. Wednesday, December 8, 2010
  • 2. Sponsor www.CreativeTechnology.orgWednesday, December 8, 2010Provided venue FREE for last month and this month too. Until mid March, when they open W2Woodwards.
  • 3. Wireless internet SSID: W2 Storyeum Pass: 6046444349Wednesday, December 8, 2010
  • 4. Things you should know • My name’s Eli. I’m your volunteer organizer • Washrooms are over there! • Sign-up at NetTuesday.ca for updatesWednesday, December 8, 2010
  • 5. What is Net Tuesday? • Net Tuesday is an initiative of TechSoup • Monthly meetups for nonprofits and their allies in technology, marketing and communications.Wednesday, December 8, 2010
  • 6. A global network of volunteersWednesday, December 8, 201085+ monthly meetups
  • 7. Goal conversion with Google AnalyticsWednesday, December 8, 2010Nerd times!
  • 8. Wednesday, December 8, 2010So, you think the topic is boring? OR....
  • 9. Wednesday, December 8, 2010TERRIFYING!
  • 10. Let’s be data nerdsWednesday, December 8, 2010
  • 11. Wednesday, December 8, 2010Our time is precious. Let’s not waste it by investing our time in the wrong strategies. Onlyhave enough time to deal with two marketing/communications channels? This case studyshould help you figure our which channel brings you the most value.
  • 12. The experimentWednesday, December 8, 2010
  • 13. http://action.davidsuzuki.org/C-311Wednesday, December 8, 2010A standard petition.Protesting the Senate’s veto-ing of Bill C-311 The Climate Change Accountability Act.The Act would have made government accountable for putting in place the solutions to reduce global warming emissions to safe levels – in line with targets thatleading scientists say are necessary to avoid the devastating consequences of uncontrolled climate change.
  • 14. Share-with-a-friendWednesday, December 8, 2010The secret sauce to any petition is the share feature.It’s the core of list growth for many organizations.
  • 15. Wednesday, December 8, 2010Share on FB and Twitter, plus an email form.
  • 16. Wednesday, December 8, 2010And now we REALLY get into data nerdiness
  • 17. Glaven!Wednesday, December 8, 2010
  • 18. Wednesday, December 8, 2010WHAT WE’RE MEASURING: what % of visitors to the action alert landing page completed theform and sent an email to the Prime Minister.NOTE: I didn’t track Twitter with a tracking URL, so I only see traffic generated by peopleusing the website. Tweetdeck, Twitterific and other applications don’t show up. I also did nottrack the share-with-a-friend-by -email link.
  • 19. Lots of dataWednesday, December 8, 2010But what does it mean? Sometimes we have to make educated guesses.And the data is NEVER 100% accurate. It’s mostly useful as a rough measurement and forcomparing changes vs. real numbers. Ie.) When Google Analytics says you have 100,000visitors it’s lying, but you can trust it if it sez your traffic has gone up or down 10%. Relativemeasures vs. hard numbers.
  • 20. So we know our conversion rates on Action.Davidsuzuki.org ...Wednesday, December 8, 2010
  • 21. But what’s our conversion rate going back one more step to the source website or email?Wednesday, December 8, 2010
  • 22. Recipient click-thru rates and conversion rates % click thru TO # of petitions Form % Source List/audience size # of links clicked Notes form landing page signed via form conversion No way to track which Facebook.com 110,000 15,155 ? 6,365 42% came via DSF facebook and which came via plus shares other shares Direct - inc. email Most of this probably shares and Twitter ?? 12,401 ? 2,480 20% comes from the share with a friend link. apps Sent to ppl who had Action alert email 32,000 8,395 26% 5,070 60% completed an action in the past Reddit.com ? 3,206 ? 762 24% A surprise! DavidSuzuk.org Views of homepage homepage 18,084 1,966 10% 255 13% over two week period Launched several days Defi Nature email 5,000 501 10% 343 69% after the English. Issue starting to cool. Not an advocacy-only list. Climate blog Added link mid day on (Morag) 1,000 416 41% 172 41% Nov 19. Top of page Most Twitter traffic was Twitter ?? 364 ?? 92 25% lost. Probably in "Direct" Science Matters One of many links in email 14,000 292 2% 146 50% emailWednesday, December 8, 2010What can we learn from all this?+ Email tends to have a higher conversion rate than web traffic. Use it! BUT, emails withseveral links don’t drive clicks (see Science Matters)+ Facebook is now the largest driver of traffic to the advocacy pages, and may actuallyconvert at a higher rate than our general email list.+DSF homepage drove traffic, but converted very badly. General audience hard to target
  • 23. Wednesday, December 8, 2010Ouch!Let’s wash out brains off after all that hard work.
  • 24. So, how do you track a campaign like this?Wednesday, December 8, 2010
  • 25. Two steps 1. Setup task-completed Goals 2. Tag your URLSWednesday, December 8, 2010
  • 26. GoalsWednesday, December 8, 2010Go into your Google Analytics Settings and add a new goal.You need to have a separate URL for each step and can’t leave your domain.Google Help: How to setup goals and funnels. http://goo.gl/bbWoz
  • 27. Wednesday, December 8, 2010Stay with me! We’re almost there!
  • 28. Tagging your links URL-builder: http://goo.gl/v4vQkWednesday, December 8, 2010
  • 29. Action.DavidSuzuki.org to http://Action.DavidSuzuki.org/?utm_source=Science- Matters&utm_medium=email&utm_campaign=C311Wednesday, December 8, 2010The tagged URL is gibberish!But you don’t need to create these manually.
  • 30. Google campaign URL builderWednesday, December 8, 2010URL-builder: http://goo.gl/v4vQk
  • 31. Wednesday, December 8, 2010And you’re done!
  • 32. Group buying and dealsWednesday, December 8, 2010You’ve probably heard about Groupon, the daily deal site that offers discounts if a minimum number of purchase commitments are made. They’ve already got 18 million subscribers and are continuing to growrapidly. But did you know that Groupon evolved out of  the social-change focused online community The Point? • How can nonprofits and social entrepreneurs make use of Groupon and Groupon-like sites? • What’s the best way to structure the deal? • Is it right for you and your organization?
  • 33. The Panel • Annalea Krebs, Founder and CEO of ethicalDeal • Chris Mathieson, Executive Director of the Vancouver Police MuseumWednesday, December 8, 2010Join panelists Annalea Krebs of ethicalDeal and Chris Mathieson of the Vancouver Police Museum as they share their experiences from both the business and client sides of the relationship.ethicalDeal launched a daily deal with the David Suzuki Foundation this morning. (Tuesday, December 7)Annalea Krebs is a passionate social entrepreneur whose vision and energy to build a brighter, more sustainable future inspires those around her. She believes that business can be a powerful force for change,and loves companies that are built to make the world better. For Annalea, ethicalDeal is an opportunity to introduce more people to sustainable businesses, products & services.Chris Mathieson is the Executive Director of the Vancouver Police Museum, a self-funded charity that has seen incredible growth (from 3000 to 25,000 visitors a year) over the last five years, partly by beingunafraid to take small risks in social media and other emerging technologies.A few additional notes from Chris:“- We’ve offered two Groupons since they launched in the Vancouver, one for museum admission and one for our “Sins of the City” walking tour. Both offers were very carefully crafted to benefit us whileminimizing our risks, something some companies don’t seem to be doing. Both were significant successes for us, but only because we were thoughtful about what we were doing. (We hope…)”
  • 34. 30 second updates!Wednesday, December 8, 2010
  • 35. Next event Tuesday, February 1 W2 Storyeum TOPIC Should your nonprofit be selling merchandise online?Wednesday, December 8, 2010
  • 36. socialmediaunplugged.caWednesday, December 8, 2010I’ll be presenting at Social Media Marketing Unplugged in January.Before & Up to Dec 20: $159